Hypatia Research defines social customer service and support technologies as a subset of multi-channel customer service and support business processes, best practices and performance measurements that are supported by enabling technologies. This may include the monitoring, categorization, sentiment and trend analysis, text analysis, correlation discoveryTM1 and root cause analysis of all types of unstructured social media and/or user-generated content from multiple customer conversations both private and public. Customer Service and Support technology examples include, but are not limited to: Online Chat, Email, Web Self Service, Interactive Voice Response (IVR), Speech Analytics, On-Premise (Private Branch Exchange (PBX): Automatic Call Distribution, Interactive Voice Response, and skills-based routing) or Virtual Contact Centre (Voice over IP, Public Switched Telephone Network (PSTN) telephone lines, and Universal and/or Virtual Queue. In short, social CS&S helps organizations uncover customer intelligence for guidance, decision-support and/or corrective action deemed most advantageous in meeting customer service business objectives and/or corporate goals. This presentation was adapted from "Exploiting Social Intelligence for Customer Service & Support Excellence". The full 50+ page study is available at: http://store.hypatiaresearch.com/ExploitingSocialIntelligenceCustomerServiceandSupport.aspx

1. Social Engage:
Are you taking your social
channel seriously?
Leslie Ament, SVP Research,
Client Advisory and Principal Analyst

2. Overview: Exploiting Social Intelligence
for Customer Service and Support
 Customer & Market Intelligence Research Coverage Areas
 Survey Respondent Profiles
 Social CS&S Defined
 Research Findings: Usage, Challenges, Plans & the Right Stuff
 Getting to ROI: Timeframe versus Maturity
 Hypatia’s Galaxy: Vendor Evaluations for Social CS&S
 Best Practices & Recommendations
 About Hypatia & Contact Info 2

3. Hypatia Research Group Covers
Enabling Technologies, Processes &
Services For End-Users
•Text Analytics
•Data Mining
•Operational &
Predictive Analytics
•Social Intelligence
•Management
Consulting
•Market Intelligence
•Best Practices
•KPI’s & Performance
Metrics
•CRM / SCRM
•Marketing
Automation
•Web Analytics
•Social Community
•Data Integration
•Data Quality
•GRC & Security
•Identity
Management
Information
Management
Customer
Interaction
Management
Business
Intelligence/
Analytics
Consumer
Insight /
Market
Intelligence
3
Hypatia Research Group was founded in 2001
©2001 Hypatia Research Group, LLC

4. Social CS&S Defined
 Hypatia Research defines social customer service and support
technologies as a subset of multi-channel customer service and
support business processes, best practices and performance
measurements that are supported by enabling technologies.
 In short, social CS&S helps organizations uncover customer
intelligence for guidance, decision-support and/or corrective
action deemed most advantageous in meeting customer service
business objectives and/or corporate goals.
4
1Correlation DiscoveryTM ©2012 Hypatia Research Group, LLC

5. Opportunity to Delight, or
Competitive Risk?
 Examples of customer service and support requests via social channels
might include:
 Posts and tweets on poor cell phone reception issues where consumers
chose not to call a 1-800 number
 Tweets to cosmetics companies to find out if lipstick, foundation or skin
moisturizer contains gluten or other allergens
 Consumers in a retail or grocery store requesting coupons mistakenly left
at home
 Just imagine if a valued consumer tweets “OMG! I forgot my 10% discount
coupon for Lancôme at home” and an agent from L'Oréal proactively sends
a link for a similar discount coupon to the consumer’s twitter address for
mobile download while Lancôme does not respond at all within the next
twenty-four hours?
 There is a tangible business risk for organizations that are slow to adopt
social channels as means of interacting and engaging with consumers—as
well as a corresponding opportunity for those that do. 5
TWEET: “OMG! I’m at the mall
and forgot my 10% discount
coupon for Lancôme
cosmetics at home”

6. Respondents: Function & Geo
6
0.4% 1.6%
24.9%
28.8%
44.4%
South America
Middle East & Africa
Europe: All
Asia Pacific: Australia, China, Japan, Korea, etc...
North America
74.6%
25.4%
Customer Service & Support
IT: Networks / Database / PM

7. Company Size & Roles
7
48.6%
16.3%
16.0%
7.4%
5.4%
3.5% 1.6% 0.8% 0.4%
Director / Manager
Supervisor/team leader
Team Member / Individual Contributor
EVP / VP
CIO / CTO
CEO
COO
CFO
CMO
7.0%
12.1%
14.8%
33.1%
33.1%
More than $10B
$2.1B to $10B
$801M to $2B
Less than $50M
$51-$800M
33.9%
large

8. Profile: Approach / Usage
Timeframe* and Industry
8
18.7%
13.8%
13.1%
9.6%
7.9%
6.3%
6.1%
5.6%
4.5%
4.5%
3.7% 3.3% 2.9%
Retail & Consumer Goods
Manufacturing
Professional Services: Consulting, Accounting, Law Firms, etc...
Financial Services: Retail Banking
Health care Provider: Hospital, Clinic, etc...
Insurance: Auto, Life, Medical, Property etc...
Public Sector & Government Agencies
Other
Publishing & Media
Telecommunications: Networks/Communications
Charity & Not for Profit
High-Tech: Software or Hardware
Academia & Higher Education
41.3%
37.0%
28.1%
26.0%
23.8%
We analyze social media from
Facebook, Twitter, corporate
community forums, Call-center
text, emails, and blogs primarily
We analyze social media from
Facebook and/or Twitter
primarily
We analyze ALL types of social
media and user generated
content
We analyze social media from
certain industry RSS and news
feeds
We are into "Big Data" analysis
utilizing all types of internal and
external sources of of
unstructured, social, and user-
generated content.
*Multi-choice: Will not = 100%

9. Reasons for Investment: SocCSS
9
©2013 Hypatia Research Group, LLC. All rights reserved.
8.2%
23.4%
23.9%
25.0%
27.2%
27.2%
28.3%
29.9%
30.4%
31.5%
37.5%
Other: Write in
Better management of our enterprise risk and liabilities.
Proactively uncover potential issues, make appropriate
course corrections, and resolve complaints before they…
Social media analysis for product innovation, Ideation and
design enhancement initiatives
Develop a large on-line community of Influencers and
brand champions for our products & services
Social media analysis is part of our overall Voice of
Customer programs
We socially engage customers to fill the sales pipeline,
educate customers and/ or influence purchasing decisions
Measure effectiveness of product launch or other
marketing campaigns
Better management of messaging, reach, reputation,
positioning, and consistency of our on-line brand
Competitive or Market Intelligence tracking
Respond to customer requests for service, support and
information promptly

10. Organizational Approach to
SocCSS
Top Challenges &
Pressures Prioritized
Circumventing
Challenges Prioritized:
10
©2013 Hypatia Research Group, LLC ©2013 Hypatia Research Group, LLC

11. Customer Service & Support: ROI
from Social Channel
11
2.2%
6.7%
8.9%
8.9%
11.1%
15.6%
20.0%
26.7%
ROI equals more than 7% and less than 10% of annual
marketing budget
ROI equals more than 10% of annual
marketing budget
ROI equals more than 1% and less than
2% of annual marketing budget
ROI equals more than 5% and less than
7% of annual marketing budget
We don't track or I have no idea
ROI equals less than 1% of annual
marketing budget
ROI equals more than 3% and less than
5% of annual marketing budget
ROI equals more than 2% and less than
3% of annual marketing budget

12. Comprehensive Handling of
Customer Service Channels
 The Contact Center and Customer
Service Group is just three years old
 97% of customer service calls
captured, but less than 4% of the
recordings were analyzed.
 Only 3% of customer satisfaction
surveys were completed.
12
“We captured 97% of customer
service calls and social
interactions via monitoring…but
our challenge was to move
from anecdotal to data driven
decisions via expanded
analytics tools across several
apps (chat, email, and social
service and support.”
--Director Consumer Insight

13. Goals: Move from Anecdotal
to Data-Driven Decisions
 Corporate Goals & Objectives
 Validation of standard operation procedure analysis
 Measurement of call resolution rates
 Effectiveness of promotional events
 Identification of product quality issues
 Detection of web-store or web self-service problems
 Prioritization in regards to process improvement changes
such as when to escalate call to client’s own internal agent
or to MSP’s agent
13

14. Vendor Selection: MSP
14
“Many of our clients were already monitoring social…we
were seeking a solution specifically for social service
and support business issues because not all tools were
designed for agent productivity.”
--Multi-channel Managed Services Provider (MSP)

15. Vendor Selection
Process
 Company currently utilized NICE Systems for call recording,
although other vendors were evaluated as well. These
included BPMOnline, Brandwatch, LiveOps, NICE, Shoutlet,
and Sprout Social.
 Participating in the vendor selection were the vice president
of customer service, vice president of IT and Director of
Consumer Insight.
 Selection criteria encompassed:
 Ease of integration
 Simplicity in rolling out the platform systemically
 Configurability and flexibility of creating business workflows
 Cost and time to value
 Ultimately, NICE systems was selected 15
“We looked at various vendors since
NICE is not the cheapest
solution…but they are extremely
good in regards to what we needed.”
--Director Consumer Insight

16. Results to Date
 Select productivity improvements realized to date
include:
 Reduction in average handle time was halved (1200 seconds
to 600 seconds);
 Increase (15%) in first contact resolution rate;
 Customer satisfaction index rose by seventeen percent
(17.5%);
 Decrease (8.5%) in cost per contact serviced;
 Improvement in net promoter score recommendations
(53%) across 115 brands.
 Plans to help clients enhance customer management
practices by leveraging analytics as a service with a goal of
designing best practices across channels are underway.
16

17. 17

18. 18
Q & A
Leslie Ament, SVP Research &
Principal Analyst
Hypatia Research Group
M: 617-230-0067
O: 781-862-5106
lar@hypatiaresearch.com
www.HypatiaResearch.com
http://Store.HypatiaResearch.com
Twitter: Hypatia_LeslieA
Thank You