Social and Digital Service Excellence - PACE Association

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Presentation given at 2014 PACE Association in Hollywood, FL- Social Customer Service

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Social and Digital Service Excellence - PACE Association

  1. 1. Social & Digital Customer Service Excellence Getting Started, Getting Good, Being Great www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence
  2. 2. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Social & Digital Customer Service Excellence The choice is yours: Stand firm against the Social Media wave or Pick up a surf board, paddle out, ride, & thrive
  3. 3. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Michael Pace Customer Support & Community Management Executive Principal of The Pace of Service (Consultancy) Twitter: @micpace LinkedIn & Google+ Blog: http://thepaceofservice.com/ Text SOCSERVICE to 22828 for Mailing List Slideshare:http://www.slideshare.net/mpace101
  4. 4. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 1. Why do I need to invest here 2. 5 Steps to Develop Superior Social Customer Service 3. Objectives & Metrics 4. Hiring & People 5. Sharing experiences and Q&A Session Agenda
  5. 5. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence We’ll Cover All This in 45 Minutes
  6. 6. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence The time to change was yesterday; the time to wake up is now
  7. 7. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence It’s Still Growing …
  8. 8. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence …And Growing
  9. 9. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Source: American Express Global Customer Service Barometer - conducted by Echo Research Feb 2012 Service Topic Not Used Social for CustServ General Population Have Used Social for CustServ Additional amount consumers are willing to spend for excellent service 11% more 13% more 21% more Have not completed an intended purchase because of a poor customer service experience in the past year 49% 55% 83% Number of people consumers will tell about good customer service experiences 9 15 42 Number of people consumers will tell about bad customer service experiences 17 24 53 Has Massive Upside
  10. 10. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing. Kaiser Family Foundation – Jan 2010 More than ½ of the world’s population is under 30 … which means they don’t know life before the internet. Socialnomics If You Still Don’t Believe
  11. 11. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence
  12. 12. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success
  13. 13. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #1 Get Yourself Involved
  14. 14. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Aggregators & Curators 5 Steps to Success - #1 Get Yourself Involved
  15. 15. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Online Communities (LinkedIn, Pace, ICSA, etc…) The Community Roundtable - http://community-roundtable.com/ http://www.socialquickstarter.com/ http://blog.hubspot.com/ Online Chats – such as #custserv (Tues. at 9pm ET) or #CXO (Mon 12pm ET) If your phone still “flips” open, it’s time to update Get Yourself Involved – Other Resources 5 Steps to Success - #1 Get Yourself Involved
  16. 16. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #2 Know Your Business Strategy
  17. 17. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #2 Know Your Business Strategy
  18. 18. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #2 Know Your Business Strategy Cul
  19. 19. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #2 Know Your Business Strategy Determine what is most important to your customer Socially, Physically & Mentally By Vertical or Type of Customer
  20. 20. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #2 Know Your Business Strategy
  21. 21. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #3 Listen to Your Customers
  22. 22. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Know Your Customer Acknowledge +/- Be Transparent & Human Keep Online/Offline/ Near-Line Ask Them Questions Provide Edu-taining Content Product/System/Service Updates Leverage Marketing & Support Portals 5 Steps to Success - #4 Customer Conversation
  23. 23. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #4 Customer Conversation +
  24. 24. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #4 Customer Conversation
  25. 25. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #4 Customer Conversation Customer Needs of Digital Service Digital ServiceText Mobile app Chat Social Email KB Community Unified, consistent voice 360 View of Customer Available / Reliable Sincere / Human Mobile Ready
  26. 26. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence 5 Steps to Success - #5 Capture Info & Catalog Keep It Simple Silly Existing CRM / SCRM Business Case for Tools  Focus on metrics that matter  Focus on objectives VOC Tool  Provides the narrative to executives
  27. 27. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Objectives & Metrics Business Metrics Learning Agenda Engagement CLTV C-Sat Other Key Metrics SLA’s Connection growth Production Scale Content Management X-Dept Interactions People Infrastructure
  28. 28. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Objectives & Metrics Support Loyalty Advocacy Awareness Consideration Intent Purchase Acquisition ARPU / Profitability Retention The Funnel & Customer Life Time Value
  29. 29. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Objectives & Metrics Business Metrics Acquisition Retention Aver. Revenue / Customer Profitability Customer Life Time Value
  30. 30. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Objectives & Metrics Example from Constant Contact in 2010: Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126) Business Metrics – Acquisition & Retention
  31. 31. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Objectives & Metrics Business Metrics – ARPU Sell CUSTOMER EDUCATION Create Content Curate Content Repurpose Content Blogs Community Posts PDF’s Videos Webinars LIP Seminar Listings FAQ’s Podcasts Guides
  32. 32. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Objectives & Metrics Business Metrics – Customer Profitability Channel Cost Per Interaction Insource Cost Per Interaction Outsource Phone (10 min) $12 $7.20 Email $6-8 $4.20 Chat (6 min) $7-8 $4.50 Twitter* (2 min) $2.40-$2.50 Community Nominal *Only 1/12 interactions required a change in channel
  33. 33. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Objectives & Metrics Learning Agenda Scale Content Management X-Dept Interactions People Infrastructure
  34. 34. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Channel Attributes In Person  1 to 1+, Face to Face  Visual presentation & interaction  Immediate responses are critical  Quality of written responses typically less important Phone  1 to 1 voice conversation  Improved with personal connection, tone important  Near immediate responses improve satisfaction Email  1 to 1 digital conversation  Persona driven by written word  Between 2-24 hrs is expected turn around time Chat  1 to 1 digital conversation  Typically a casual conversation, short responses & grammar less critical  Immediate responses are critical Traditional Hiring & People
  35. 35. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Hiring & People Responsibilities: • Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.) for customer service related inquiries, complaints, concerns • Organize customer service inquiries, concerns, and responses for record and reference track the types of questions that appear on social media outlets • Distribute and/or partner with various internal resources to ensure social media generated issues are resolved and communicated • Partner with various internal (possibly external) resources to update customers on promotions, technical advancements, general content, issues or changes • Facilitate the Voice of the Customer (Social Media) to various internal departments and individuals to enhance the customer experience and product strategy Social Support
  36. 36. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Hiring & People Social Support Qualifications: •Excellent writing and phone skills •Strong grasp of the structure, purpose, and tone of social networks •Ability to think quickly, and formulate responses within a short turnaround time •Ability to communicate on social networks in a professional, yet personable, way •Flexibility • Comfortable presenting organization’s values, positioning and persona potentially to the entire social universe • Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock Your Socks Off Service)
  37. 37. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Sharing Experiences & Q&A
  38. 38. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence Michael Pace Customer Support & Community Management Executive Principal of The Pace of Service (Consultancy) Twitter: @micpace LinkedIn & Google+ Blog: http://thepaceofservice.com/ Text SOCSERVICE to 22828 for Mailing List Slideshare:http://www.slideshare.net/mpace101
  39. 39. www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence The Pace of Service - http://thepaceofservice.com/ Five9 -http://www.five9.com/call-center-software/social-customer- service.htm McKinsey Report - http://www.mckinsey.com/insights/mgi/research/technology_and_inn ovation/the_social_economy The Community Roundtable - http://community-roundtable.com/ www.socialquickstarter.com – Constant Contact Parature - http://www.parature.com/23-startling-social-media-statistics/ References

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