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Integrating social customer service into your omni channel strategyv2
1.
Integrating Social Customer
Service Into Your Omni-Channel Strategy
2.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 2 The aim of omni-channel design is an engagement experience that works in any given customer situation A Definition
3.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 3 Assisted Service Demand Failure The Outcomes - Current Engagement Mix Self Service Proactive Service
4.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 4 Assisted ServiceDemand Failure Self Service Proactive Service The Outcomes - Target Engagement Mix
5.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 5 • Separate Channel Owners • Digital v Voice • Teams across Sites • In-house v Partner The Issue
6.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 6 Typical Market Positioning
7.
The Outlook For
Social
8.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 8 Social - Part of Digital
9.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 9 “Social Is The Soul Of Digital” ...Becoming Too Tech Heavy
10.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 10 Visibility Raises Tactical Responsiveness
11.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 11 1s t Real T i me Cor por ate M i r r or Fixing Stuff - Still Mainly Unexploited
12.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 12 Are We Learning?
13.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 13 But The Tools Are Now Here
14.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 14 Social = Smartphone Apps
15.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 15 Where Next?
16.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 16 “IM could become the platform that replaces the browser… …soon our first entry point for buying things, ordering things, customer service, is likely to be an IM platform with companies bolting into the back end of the messaging experience” SVP, Strategy & Innovation @ Havas Media Takes Social Care Mainstream?
17.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 17 Is 1:1 Messaging Still Social?
18.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 18 Conclusions Rapid consumer adoption of mobile behaviours is changing the character and channel mix of social customer service
19.
Omni-channel - It’s
About Choice
20.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 20 Real Time Delayed Live Automated Restricted Unlimited Public Private Which Channel? Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E ©Brainfood Consulting 2016
21.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 21 Which Device(s)?
22.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 22 Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E ©Brainfood Consulting 2016 Voice - Text - Video Where Does Social Fit?
23.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 23 Not Forgetting Online Communities Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E ©Brainfood Consulting 2016
24.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 24 “In 2011, TD was the first bank in Canada to offer customer service 17 hours a day, seven days a week through a dedicated North American Social Customer Service team on Twitter and Facebook In addition to today's launch of Messenger, earlier this year TD launched texting as part of Social Customer Service, TD Helps (the TD online advice community) and TD Live Chat on tdcanadatrust.com where customers are able to start a real- time conversation” “We are making it easier than ever for customers to connect with a TD specialist anytime” Omni-Channel Mindset
25.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 25 Omni-Channel Mindset
26.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 26 Omni-Channel Mindset
27.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 27 It’s About Appropriate Choice
28.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 28 …In A Mobile Context Choose Your Service Choose Your Channel Choose Your Time Customer experiences greater choice in the workflow
29.
Designing Omni-channel Experiences
30.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 30 Customer JourneysDigital Profiles Design Inputs Channel Attributes
31.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 31 Customer JourneysDigital Profiles Design Inputs Channel Attributes
32.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 32 Think digital competence rather than generation The Journey To Digital
33.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 33 Digital Profiling Do you know how fast your customers are adopting new digital behaviour?
34.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 34 The ABC of Digital Profiling P h a s e o n e • Collect public domain research Where are your customers on their personal digital journeys?
35.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 35 Input: Public Domain Research OFCOM The Communications Market Report 2015 2013 2014 Number of 4G mobile subscriptions 2.7m 23.6m
36.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 36 Input: Public Domain Research OFCOM The Communications Market Report 2015 2013 2014 Proportion of online adults who use social networking sites 66% 72%
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I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 37 Input: Public Domain Research
38.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 38 Where Service Journeys Start
39.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 39 The selling process is giving way to the buying process Source: 2013 Corporate Executive Board study of more than 1,400 B2B customers The B2B Customer
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I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 40 Same Trends In B2C
41.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 41 P h a s e o n e • Collect public domain research • Add own research to fill in the gaps The ABC of Digital Profiling
42.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 42 P h a s e t w o • Analyse by demographics & any other available metadata • Group customers by digital competency • From ‘conservative’ to ‘progressive’ The ABC of Digital Profiling
43.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 43 P h a s e t h r e e • Apply to your service strategy • Should we be investing in a mobile service app yet? • Is social customer service relevant to this segment? • Will enough customers be able to mobile stream ‘how to’ videos to justify as pilot? The ABC of Digital Profiling
44.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 44 Customer JourneysDigital Profiles Design Inputs Channel Attributes
45.
45 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 Use outside-in thinking Design Principle
46.
46 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 Think journeys not channels Design Principle
47.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 47 Channel Choice Is Mainly Generational Urban Legends
48.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 48 In Most Cases…
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I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 49 When a sked to ra nk w ha t’s im porta nt w hen they intera ct w ith a n insurer, the top pref erences a re • Ability to speak to a live person 42% • This goes up to 51% for female Millennials But In Other Cases…
50.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 50 Prob ab ly th e mos t in flu en tial is th e typ e of tas k • Is it easy or complex to complete? • Does the customer feel expert or novice trying to deal with it? • What emotions are associated with the task? • How important is the task in terms of getting it done fast/accurately/effortlessly? 12.05.2016 Intelecom Footer What Drives Channel Choice?
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51 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 Accepted Wisdom
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52 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 Channels Multiply They Seldom Die Design Principle
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I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 53 Why Channel Shift Design Is Flawed Between doing what you (the customer) want and what a brand wants you to do, who is going to win?
54.
54 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 Right channel mix is based on understanding customer tasks Design Principle
55.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 <#> • Is this a well understood, low value service task? • Prioritise ‘low effort’ and ‘speed of resolution’ as the main drivers of customer satisfaction in this particular customer journey • Can shortcuts be introduced for power users? Service Design Thinking
56.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 <#> • Is this a complex issue in which the type of service needed is not initially obvious to the customer, so menu choice is not so straight forward? • Embed ‘easy to access’ help and context driven prompts to help find the right qualified resource Service Design Thinking
57.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 <#> • Is this an interaction triggered from some prior failure caused by the organisation? • Is the customer already emotionally stressed and in a mood for an argument? • For example, unexpected charges on a regular monthly bill or an aborted online experience that was deeply frustrating • How can we signal recognition of their state and an appropriate escalation path? Service Design Thinking
58.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 <#> • Is the customer being presented with a self service routine that requires access to certain information to complete the service task? • Something which the average customer is unlikely to have memorised? • How can we make the customer made aware at the earliest possible point to avoid later frustration? Service Design Thinking
59.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 59 Customer JourneysDigital Profiles Design Inputs Channel Attributes
60.
I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 60 f2f video voice text C o m m u n i c a t i o n B a n d w i d t h B od y lan gu age feed b ack Facial feed b ack Ton e of voice feed b ack F u ll Narrow C o m m u n i c a t i o n T r a d e - o f f s Communication Hierarchy
61.
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 61 Messaging Is More Than Text! A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E ©Brainfood Consulting 2016 Voice - Text - Video
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62 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 High value sales When trust in brand flows from trust in individual Video Strengths
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 63 F a c e b o o k L i v e M e e r k a t P e r i s c o p e B l a b Video Is Hot 74% of brands embed videos in their Facebook posts 62% embed videos in their tweets
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64 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 S C E N A R I O S When it’s complex When its emotional When it matters E X A M P L E Problems Complaints Retention Voice Strengths
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65 I n t
e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 S C E N A R I O S Explanations Simple advice Escalation E X A M P L E How to do something Where to find something From self service to live Text Strengths
67.
Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice
- Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E ©Brainfood Consulting 2016
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 Social Self Service
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 69 Self Service Trends
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 “Amelia doesn’t have just an IQ, she has an EQ as well. She is equipped to sense human emotions and respond appropriately” Virtual Assistant
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 71 w a t c h e s & l e a r n s Virtual Assistant
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 72 How can I help you? Twitter Based Virtual Assistant ?
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 73 Rise Of The Bots “Unlike other AI-based services in the market, M can actually complete tasks on your behalf. It can purchase items, get gifts delivered to your loved ones, book restaurants, travel arrangements, appointments and way more.”
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 74 SE Communications Build In Escalation To Live Assistance
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Omni-Channel Summary
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 76 Assisted Service Demand Failure The Outcomes - Current Engagement Mix Self Service Proactive Service
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e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l © Brainfood Consulting 2016 77 Assisted ServiceDemand Failure Self Service Proactive Service The Outcomes - Target Engagement Mix
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