Andy O'Kelly presents at the eGoverment Symposium in Dublin and discusses some of the key challenges in integrating social media into existing customer contact channels.

1. Next Generation Channels
&
Service Experience
Andrew O’Kelly
E-Government Symposium, 26th January 2012
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2. Service Experience
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3. Mobile
1 in 10 consumers like to carry out safe shopping online from their mobile phones, in
place of using traditional PCs or laptops to get the job done.
Source: Tesco Direct , 2011
141.1m Mobile Commerce users (up 38% on 2010), $86.1BN (up 75.9% on 2010).
Gartner, July 2011
54% of Small Businesses provide employees with SmartPhones, 9% provide tablet
devices
‘ICT usage among business customers’, ComReg, November 2011
Near Field Communications
Service Innovation
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4. Changing Landscape
Dynamic
Content
Based
Services
Value Add
The Consumer Dynamic is changing…and so are we
Build
Customer
Loyalty
All introduced
in past 18m
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5. Mobile Experience - WiFi
4000 Hotspots by 2013
Improved lead times,
provisioning and support
 Management Reports
 Adherence to Data Retention Act
Site Owner Costs No Installation or Rental charges
Access Point One Access Point per site (no site survey)
DSL Up to 8Mb/1.1Mb
Customers All customers get free Wi-Fi
Contract 3 year minimum term
Exclusivity No other Public Wi-Fi Provider
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6. Changing
within also
Focus on rich
media
Embracing
Social
Networks
Has become a
valuable
customer
care channel
over past
24m
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7. Our Social Media Mission Statement
To listen to & engage with our customers,
deliver a great customer experience &
personalise our brand through engagement
with customers, opinion formers and our
employees.
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8. Social Media KPIs
KPIs
eircom
(Twitter/Forum)
400
Awareness
Tw itte r: N u m b e r o f Tw e e ts is s u e d
1500
Appreciation Tw itte r: N u m b e r o f fo llo w e rs
350
1450
300
250
Reach/Share of Voice
200 Sentiment
1400
1350
150
Search Ranking 100 Customer Sat
1300
Without clearly defined # Tags
50
0
Tw eets + D M ' s
2 4 -Jan
356
3 1 -Jan
213
0 7 -Feb
204
1 4 -Feb
298
2 1 -Feb
218
2 8 -Feb
182
0 7 -M ar
197
1 4 -M ar
64
# Page views/Posts
1250
Fo l l o w ers
2 4 -Jan
1330
3 1 -Jan
1352
0 7 -Feb
1380
1 4 -Feb
1407
2 1 -Feb
1414
2 8 -Feb
1436
0 7 -M ar
1455
1 4 -M ar
1480
objectives we have no # Unique Visits # Community Members
F o r u m : P u b lic p o s t s & D ir e c t q u e s t io n s t o C S R s F o r u m : P a r t ia l v F u ll R e g is t r a t io n s
200 40
criteria on which to evaluate
35
150 30
25
100 20
15
success. 50
0
2 4 - Ja n 3 1 -Ja n 0 7 -F e b 1 4 -F eb 2 1 -F e b 2 8 -F eb 0 7 -M a r 1 4 -M ar
10
5
0
2 4 -Ja n 3 1 -Ja n 0 7 -F e b 1 4 -F e b 2 1 -F e b 2 8 -F e b 0 7 -M a r 1 4 -M a r
Fu ll 34 32 29 22 27 19 28 23
P o s ts 183 105 29 27 19 19 19 13
P a rti a l 22 13 9 20 14 14 9 6
D i re c t Q u e ri e s 39 39 36 27 36 28 30 22
So cial M e d ia: C o n tact d rive rs So c ial M e d ia: To p d rive rs b re akd o w n
B ro ad b an d
P STN
E-M ail
Action Advocacy
W o rkin g at s lo w s p eed s
Exch an ge n o t en ab l ed
eirco m w eb s ite B ro ad b an d n o t ceas ed w h en req u es ted
Tech n ical
O rd er n o t p laced fo r B ro ad b an d
FO TS Agen t In teractio n
# Sale/Winback
eirco m M o b ile
CPE BB
B illin g NPS
P req u al fai l u re
In co rrect p ackage ap p lied
#Call Deflection
Acco u n t Is s u es In co rrectl y ad vi s ed B ro ad b an d s p eed w as …
# Referrals
0 5 10 15 20 25 30 35 40 0 5 10 15 20 25
# Registrations # Super eUsers n to re s o lve e s c alatio n s
# Competitionu eEntriesn s
So c ial M e d ia: Q rie s v Es c alatio
90
So c ial M d ia: Tim e take
6
80
70 5
60 4
50 3
40
30 2
20 1
10
0
0 2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar
2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar
Target 5 5 5 5 5 5 5
Q u eri es 52 72 66 61 78 63 72 33 105
Days 1 .3 1 .5 0 .8 0 .7 1 .1 0 .6 1 .2 1 .3
Es c al ati o n s 60 43 52 50 46 38 37 15
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9. Net Promoter Score –
Voice of the Customer
• TechnologyFix
First Time solution aggregates dimensional & transactional data for surveys
Customer Effort
• Aggregate records from multiple Data Warehouses forvia CRM.& Mobile customers
• Perception-led. 20x difference between • Tracking effort Fixed 8x difference
resolved/not resolved between single call and customer having to
• 84Addressing processes & survey touch-points
• touch-points covering Join, Get Help & follow-up customer journeys
Change
• Driving ‘ownership’ at front-line
• 2K customers polled daily
• Multi-channel customer interactions (phone,the face-to-face, retail stores)
Drivers of web,
Customer Experience
Time to Resolve Variation by Channel
• Optimum score @ 2 days • Reporting & Repair Channels
• Potential to improve customer guidance based • Analysis to identify root-cause process gaps
on experience • Enhancements in-progress
Promoters Don’t Leave
Remove sources of Detraction
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10. Service Interactions
Total Interactions 150.8 million
Almost 90 million
Other
SMS Outbound Telephone Calls
2%
- Inbound 40%
5% 59% - Outbound 19%
Emails
- Inbound 6%
- Outbound 5% 11%
Self Service Calls 23%
35 million
These 52 companies recorded over 150 million interactions in 2010 alone – 90 million or 59%
were telephone calls with inbound accounting for double that of outbound.
Electronic communications (SMS and email) accounted for 16% of all communications.
*Other includes fax/letter, web-chats, smart phone interactions and other social media
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11. Contact
• Location Dependency
• Complex Integrations
• Poor MI
• ‘IP Everywhere’:
• Government Network
• ‘Voice as an Application’
• Collaboration
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• Cloud

12. eVR & Voice Portal Capability
Citizen Citizen
•Intelligent Routing •Intelligent Processing
•Uses Customer Scripts (static) •Self Service -
•No application data used application Data used
eircom eVR •Op Ex & Cloud
Voice Portal
Self
Scripts Service
eGov Data eGov Data
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13. Voice Portal Potential
Citizen Citizen
Third Party
Agent
eircom eVR
Branches Voice Portal
Secure
Self
Service
eGov Data
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14. Conclusion
• Make Communication Easier - who is calling, to what numbers, and why
• ‘One and Done’ – make an informed routing decision
• Automate what you can – to improve service availability and reduce cost
e.g. voice enable a Web Application
• Measure - seek and respond to feedback
• Consider outbound – to improve service and reduce inbound, to reduce
cost compared to white mail
e.g. SMS appointment reminders, notification of progress of an
application…
• Engage on Social Networks
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15. Thank You
aok@eircom.ie
http://www.linkedin.com/in/andyokelly
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