1. Why your customers are your
untapped service agents -
the case for social media customer
care in IT service management
Duncan Troup, RMIT
0459 825547

2. 2
The Key Questions we
Asked:
“What business are we in?”
“how do our customers want
to interact with us”
Why
social
service?
Whats
the
fuss?

3. 3
Fixing?
(twickets)...
...or coaching?
(community /
peer support)
Models of
social
service

4. Social
Learning
(including
crowd
support)
Social
Media
Customer
Care
(“Twickets”)
TwiBer
Facebook
Youtube
Unified
Comms
User
Forums
FAQs
Email
Online
Forms
Service
Desk
Online
Chat
(text,
audio,
video)
Service
Delivery
Tools
and
Teams
LinkedIn
Service
as
a
coach
Service
as
a
fixer
CUSTOMERS
Service
Points
/
Genius
Bar
/
Concierges
Walk
Ups
Physical
Channels
TradiTonal
Channels
Service
through
learning
intervenTon
Service
Experience
Channel
Model
STAFF
Social
Media
Channels
ITIL
world
/
Context
Customer
World
/
Context
“In
front
of
the
service”
“Behind
the
service”
Where possible, we
want users to operate
over here!

5. 5
Increasingly
towards
Twickets
Increasingly
towards
Community
Support
Some
Technology
OpTons

6. 6
Fixing?
(twickets)...
...or coaching?
(community / peer
support)
30%
70%
Our
Opportunity

7. 7
...or coaching?
(community /
peer support)
70%
● Call deflection
● Improved NPS
● Improved
understanding of
sentiment
● Feedback on missing
features
● Cost neutral
implementation - to
backfill an FTE on
long term leave!
● Run as a BAU
innovation initiative
● “a solution looking
for a problem”

8. RMIT Community Demo
8

9. What we’ve learned two
months in!
9
• Follow the work and match the solution to it
• Not too many rooms
• KISS - UX / taxonomy
• You need a certain type of user (and we
have them!)
• This really excites staff
• Be prepared for conversations to go “off
piste”
• Invest in moderator and community
managers
MOST IMPORTANTLY:
• Think like a product owner not a Service
Desk Manager
• Don’t expect to know all the answers - or
you won’t try it!

10. 10
DuncanTroup@Yahoo.co.uk / 0459 825547