How Social Media Is Starting To Change We Organise And Deliver Customer Service


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Presentation I made at the 5th Call Centre Congress in Warsaw Oct 2010

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How Social Media Is Starting To Change We Organise And Deliver Customer Service

  1. 1. 1<br />Co- Designing <br />Sky’s <br />E-Service<br />
  2. 2. 2<br />
  3. 3. 3<br />
  4. 4. 4<br />Understanding the new politics between socially empowered customers and brands<br />
  5. 5. Connectivity Causes A Shift In Power<br />5<br />
  6. 6. In How We Relate<br />6<br />
  7. 7. In How Well We Relate<br />7<br />
  8. 8. You Say Nothing Is More Important, But…<br />Do I <br />Matter?<br />8<br />
  9. 9. Is This How You Experience My Customer Journey?<br />9<br />
  10. 10. I Am A New Type Of Customer<br />10<br />
  11. 11. Snapshot Of The ‘Social’ World<br />11<br />
  12. 12. Broadcast v Listen<br />62%<br />Felt that ‘companies are only interested in selling products and services to me, not necessarily the product or service that is right for me’<br />12<br />
  13. 13. Transparency & Trust<br />7%<br />Trusted companies to ‘always act in their best interest’<br />13<br />
  14. 14. Self Generated Fantasy<br />9%<br />Trusted what the company says about itself<br />14<br />
  15. 15. Importance As Stakeholder<br />10%<br />Thought companies took note of what they said<br />15<br />
  16. 16. Trusted Advice<br />95%<br />Used some form of internet comparison site<br />formal and informal locations<br />friends, families, professional reviews<br />people they believe are similar to themselves<br />16<br />
  17. 17. Open To Dialogue<br />69%<br />Believed there would be a positive impact from companies taking more time to find out about their needs and interests<br />17<br />
  18. 18. Open To Participation<br />82%<br />Were interested in participating in product development<br />Believed it would make them more likely to tell others about the company<br />18<br />
  19. 19. 19<br />Why FAQs and Web Chat areno longer adequate online responses<br />
  20. 20. How We Spend Our Time Online In UK<br />20<br />
  21. 21. 21<br />Mobiles Drive Social Networking Growth<br />
  22. 22. Your Impact Is Now Very Public<br />
  23. 23. Traditional v New Assumptions<br />23<br />Emerging Version<br />multi-channel & social platforms <br />Traditional Version<br />tactically integrated channels<br />
  24. 24. CRM Goes Social<br />24<br />
  25. 25. 25<br />Exporting your customer services into customer's online environments<br />
  26. 26. Facebook & Twitter<br />26<br />Source: The Social Customer Engagement Index – 118 organisations June 2010<br />
  27. 27. Majority Started Within Last 12 Months<br />27<br />Source: The Social Customer Engagement Index – 118 organisations June 2010<br />
  28. 28. Volumes Still Small<br />28<br />Source: The Social Customer Engagement Index – 118 organisations June 2010<br />
  29. 29. 29<br />Going Where The Customers Are<br />
  30. 30. Customers can post a comment to a brand’s Facebook Support wall, which is then pushed into the support system as a ticket with the Facebook customer listed on the ticket<br />The customer service representative can push an update by responding directly on the wall<br />Capabilities include<br />Self service via a searchable FAQ<br />Live chat<br />Real time monitoring of posts and comments<br />30<br />Going Where The Customers Are<br />
  31. 31. Going Where The Customers Are<br />Create clear channel guidelines<br />Vodafone have ensured they can dedicate the VodafoneUk account to customer service, by creating a separate account to broadcast exclusive news and latest deals called VodafoneUkdeals<br />31<br />
  32. 32. 32<br />Customer Service Via Customer Communities<br />
  33. 33. 33<br />Customer Service Via Customer Communities<br />
  34. 34. Customer Service Via Customer Communities<br />34<br />The knowledge Base is managed and maintained by an organisation’s customer base<br />It feeds and is fed by a number of social support functions<br />Blogs, Ideation, product/service specific user forums<br />
  35. 35. One Clear Reason For Communities<br />35<br />
  36. 36. Where Communities Fit<br />36<br />
  37. 37. 37<br />Examples of how this is working<br />
  38. 38. 38<br />Real Time Support<br />‘Ask Wells Fargo’ supports customers in real time –while keeping true to their bankers hours tradition. Rather than hide behind a logo, they use real human voices and names, increasing trust<br />
  39. 39. ‘Cloud’ Based Community Support<br />39<br />
  40. 40. 40<br />Example Of Current Best Practicemass employee participation<br />
  41. 41. 41<br />Example Of Current Best Practicetwitter logon<br />
  42. 42. 42<br />Example Of Current Best Practicedesign layout<br />
  43. 43. 43<br />Example Of Current Best Practice‘multi-modal’ access to knowledge<br />
  44. 44. Example Of Current Best Practicedepth of video catalogue<br />44<br />
  45. 45. 45<br />Example Of Current Best PracticeLithium’s approach to recognition<br />
  46. 46. Example Of Current Best Practicesocial media policy to empower employee participation<br />RESULTS<br />In 2009 2.5m customers posted 79,000 messages and read over 81m messages<br />95% of community conversations are peer-to-peer support<br />The Community provides about a $5m benefit to the organisation<br />46<br />
  47. 47. New Style Social Media Centres<br />Keep Separate Or Integrate Into Call Centre? <br />View online debate @<br /><br />47<br />
  48. 48. d<br />48<br />Implication for your 2011 strategy and plan<br />
  49. 49. Find out if your customers use social media and visit social networks<br />‘Listen’ and find out if and where you need to intervene<br />Work out how the customer journey will now work<br />Understand what implications this has on workflow, systems and resourcing<br />Decide where it sits and internal ownership<br />Within call centre<br />Separately<br />Consider the use of customer communities<br />Stay up to date with best practice as it emerges<br />49<br />