Social media & customer service cutting through the hype

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Social media & customer service cutting through the hype

  1. 1. “The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic.” Peter Drucker Social Customer Service © BrainFood Consulting Ltd 2011
  2. 2. 1 The Culture of 3 Social Avoiding TheCustomer Service 2 Most Common Examples of Mistakes Social Customer Service 4 5 Resourcing Guidelines for Implications & Your Social CS Options Strategy Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  3. 3. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  4. 4. WHY SOCIAL CUSTOMER SERVICE?The more we buy online, the more we expectservice onlineThe more social we become in how wepurchase, the more we expect service to bethe same Social Customer Service © BrainFood Consulting Ltd 2011
  5. 5. SOCIAL E I S U R“…The growth inaudiences to Ethese socialnetworks is nowprimarily beingdriven by the50-plus agegroup” Social Customer Service © BrainFood Consulting Ltd 2011
  6. 6. NEWCustomers are not just highly connected, O they are always connected R L Increasing time spent on social networking means they have unparalleled access to information D They trust each others opinions, not that of the company So how do we engage them? Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  7. 7. The one thing that defines customer service through social media is transparency Quote: Leon Pasternoster Institute Of Customer Service 2011 Social Customer Service © BrainFood Consulting Ltd 2011
  8. 8. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  9. 9. The one thing that defines customer service through social media is transparency Quote: Leon Pasternoster Institute Of Customer Service 2011 Social Customer Service © BrainFood Consulting Ltd 2011
  10. 10. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  11. 11. But... Social Customer Service © BrainFood Consulting Ltd 2011
  12. 12. Only 2/58 UK Brands With More Positives Social Customer Service © BrainFood Consulting Ltd 2011
  13. 13. As the title suggests “SOCIAL CUSTOMER SERVICE” is done in public view That changes the dynamics of How many people can get involved How many people can be influencedHow fast the status of an issue can change Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  14. 14. What’s NewIn TheMindset? Anticipation It’s about listening for & resolving issues before customers have to make contact Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  15. 15. What’s NewIn TheMindset? Immediacy Customers expect real time resolution. Their sentiment can be tracked in real time Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  16. 16. What’s NewIn TheMindset? Transparency Interactions are visible. They remain so. The customer experience is easily sharable Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  17. 17. What’s NewIn TheMindset? Authenticity It’s about putting a human response back into the middle of the service experience Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  18. 18. What’s NewIn TheMindset? Engagement It’s about empowering a workforce to go beyond broadcasting & canned responses Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  19. 19. What’s NewIn TheMindset? Participation The quality of service deepens as more expertise across the organisation is tapped Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  20. 20. What’s NewIn TheMindset? Contribution It’s about encouraging customers to help others, add personal know-how and innovate Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  21. 21. What’s NewIn TheMindset? Analytics It’s about aggregating diverse customer data to enable highly personal service Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  22. 22. What’s NewIn TheMindset? Nothing! It’s just another couple of new live channels that need resourcing and carefully tracking Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  23. 23. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  24. 24. SocialCustomer ServiceEcosystem Forums Forums Ratings & Blogs Reviews WEB and more Source: SITE Ideation Q&A Knowledge and more Base Blogs 95% peer / 5% direct 5% peer / 95% direct 50% peer / 50% direct C U S T O M E R v e r s u s B R A N D L E V E L S O F S U P P O R T Social Customer Service © BrainFood Consulting Ltd 2011
  25. 25. Join The ConversationWhere It’s AlreadyHappening Social Customer Service © BrainFood Consulting Ltd 2011
  26. 26. July 2011UK RETAILERS On Facebook Social Customer Service © BrainFood Consulting Ltd 2011
  27. 27. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  28. 28. Judges’ CommentsSocial Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  29. 29. Social Customer Service © BrainFood Consulting Ltd 2011
  30. 30. Broaden OutThe Expertise On Offer 5,000 People Trained 2,000 People Certified By Dell University 2,200 Trained & Mentored To Answer Questions Sent To Twelpforce Social Customer Service © BrainFood Consulting Ltd 2011
  31. 31. Right Up To C-SuiteLevel Social Customer Service © BrainFood Consulting Ltd 2011
  32. 32. Integrated ChoiceOf Social Channels Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  33. 33. “What happens when we treat customers as part of the company?” Lyle Fong CEO & C0Founder Lithium Technologies Social Customer Service © BrainFood Consulting Ltd 2011
  34. 34. Social Customer Service © BrainFood Consulting Ltd 2011
  35. 35. Best ROILaunched March 1st 2011150 new registrations and 25,000 page views every day.20,000 cases handled and $150,000 return within 2 weeks of launch Social Customer Service © BrainFood Consulting Ltd 2011
  36. 36. Best „Story‟Moderators are all customer volunteers from all over the world30 members contributed 44% of the solutions over last 3 yearscommunity knowledge base to over 1200 articles in 12 months20% reduction in call volumes Social Customer Service © BrainFood Consulting Ltd 2011
  37. 37. Category: Most Innovative CommunitySocial Customer Service © BrainFood Consulting Ltd 2011
  38. 38. Category: Most Innovative Community>90% answered in communityAnswered < 3 minutesSuper users 10-15 hours per day Social Customer Service © BrainFood Consulting Ltd 2011
  39. 39. Category: Most Innovative Community “Member-gets-member" (MGM) customer acquisition strategy results in 20% of all activations Of the members surveyed,63% had sent a giffgaff SIMto a friend or family member Of that figure, 78% became registered giffgaff members Social Customer Service © BrainFood Consulting Ltd 2011
  40. 40. giffgaff was originally a Scottish expression “You Give Me Something Category: Most Innovative Community I Give You Something Back” Telefonica Group who own giffgaff estimate that their customer service model costs 4 times less than the traditional contact centre-centric modelyet their NPS score is 75 - way above the industry average Laurence Buchanan VP of CRM & Social CRM. EMEA Cap Gemini Social Customer Service © BrainFood Consulting Ltd 2011
  41. 41. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  42. 42. 58% of consumers want the company to respond tocomments if they had tweeted about a bad experience Global Customer Service Barometer survey, American Express Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  43. 43. Don’t Ignore TheTough Ones Social Customer Service © BrainFood Consulting Ltd 2011
  44. 44. 75% of UK consumers complain when encountering aproblem with goods or services 55% of consumers expect a response the same day to an online complaint Only 29% actually receive one 12% report having to wait at least a month for a response 26% remain unresolved altogether Source: UK Institute Of Customer Service April 2010 Social Customer Service © BrainFood Consulting Ltd 2011
  45. 45. Small fires grow into bonfires become bushfires Hard to control Cause long term damageSocial Customer Service © BrainFood Consulting Ltd 2011
  46. 46. Some With InfluenceAre Easy To Spot Social Customer Service © BrainFood Consulting Ltd 2011
  47. 47. Others AppearAnonymous Until It’sToo Late Social Customer Service © BrainFood Consulting Ltd 2011
  48. 48. Avoiding The Most Common MistakesAlignment Social Media Teams and Customer Service teams need to standardise “How” Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  49. 49. Avoiding The Most Common MistakesQueue Jumping Do social media interventions teach customers they can bypass normal channels? Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  50. 50. Avoiding The Most Common MistakesIntegration Social Media workflow currently has little legacy integration. No 360º view or reporting Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  51. 51. Avoiding The Most Common MistakesEscalation Managing community expectations while complex issues traverse the organisation Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  52. 52. Avoiding The Most Common MistakesFacebook Enable your wall. There is no benefit in trying to hide from complaints Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  53. 53. Avoiding The Most Common MistakesExperience Social channels need linking with existing channels to unify customer journeys Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  54. 54. Avoiding The Most Common MistakesCulture The more informal style of social interaction is at odds with traditional customer service Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  55. 55. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  56. 56. Resource LevelsDepend On Your SocialStrategy Forums Forums Ratings & Blogs Reviews WEB and more Source: SITE Ideation Q&A Knowledge and more Base Blogs 95% peer / 5% direct 5% peer / 95% direct 50% peer / 50% direct C U S T O M E R v e r s u s B R A N D L E V E L S O F S U P P O R T Social Customer Service © BrainFood Consulting Ltd 2011
  57. 57. Current ResourceBenchmarks Bank of America has 6 service managers who tweet with 14,000 followers Nissan have 15 in social media team to interact with 300,000 Facebook fans Dell Care has 6 identified people tweeting with 13,000 BT has 23 in social customer service followers 6 dedicated moderators in their community Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  58. 58. Employee Engagement Are there any incentives to encourage staff to participate in Twelpforce? “Through heavy participation in Twelpforce, staff earn the right to help provide input to some of the strategic decisions made in the social space” John Bernier Digital Product Line Manager &Social Media Steward Best Buy Social Customer Service © BrainFood Consulting Ltd 2011
  59. 59. Employee Engagement What training do you offer Twelpforce staff? “At the start, coaching took a lot of time and effort. We had to keep reiterating that Twelpforce is about helping not selling. Now though, the @twelpforce team is largely self- governing” John Bernier Digital Product Line Manager &Social Media Steward Best Buy Social Customer Service © BrainFood Consulting Ltd 2011
  60. 60. Employee Engagement How do you scale to meet the need? “...Dell on the other hand is developing a Social Radio. A proprietary desktop and mobile application that will allow its business units to “tune in” to and engage in relevant conversations in social media.” Jeremiah Owyang Report On Social Business Readiness Industry Analyst Altimeter Group Social Customer Service © BrainFood Consulting Ltd 2011
  61. 61. Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  62. 62. LISTENINGSocial Media Monitoring ESCALATION Normal & Triage COLLABORATION Internal & External OWNERSHIP Internal & External ENGAGEMENT Policies & Guidelines CAPABILITY Culture & Training DATA Social Graph SLAs Social v Other Channels ONLINE Social „Makeover‟ Social Customer Service A BrainFood Product © BridgeHouseConsulting Ltd 2011
  63. 63. Final Thought “It is impossible for enterprises to create an exceptional social service experience if they provide a sub-par experience via traditional support channels.“ Paul Greenberg, Author and industry Social CRM expert Social Customer Service © BrainFood Consulting Ltd 2011
  64. 64. Thank You Making Contact martin @ @brainfoodextra.com martinhw Social Customer Service © BrainFood Consulting Ltd 2011

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