Service in the time of the Social Customer


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Dec 10 Webinar: Service in the Time of the Social Customer: Harnessing contact centers’ unique ability to monetize and make sense of social media insight

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  • The contact center is equipped with the infrastructure and technology to communicate with any bodynGenera CIM knows how to manage interactionsCustomer Interaction Management is now Social Interaction ManagementTake action on micro interactions or macro interactionsTurn Noise into Signals
  • Service in the time of the Social Customer

    1. 1. Service in the Time of the Social Customer<br />Thursday, December 10, 2:00PM Eastern<br />
    2. 2. Service in the Time of the Social Customer<br />Ginger Conlon<br />Editor-in-Chief<br />
    3. 3. Service in the Time of the Social Customer<br />Paul Greenberg<br />President<br />The 56 Group<br />Nikhil Govindaraj<br />VP of Products<br />©2009 Peppers & Rogers Group. All rights reserved. <br />1to1® is a registered trademark of Peppers & Rogers Group. <br />
    4. 4. Event logistics<br />Please turn off your pop-up blocker<br />You will not be able to participate in today’s post event survey<br />Downloading a PDF of today’s slides<br />Click on the “download presentation” button<br />If that doesn’t work, let us know by using the “submit question” button<br />Have a question for the presenters?<br />Click the “submit question” button in the lower left-hand portion of your screen<br />Post-event survey preparation<br />Please turn off your pop-up blocker<br />Helpful tools<br />Use the “enlarge slide” button to view a complex slide<br />Use the help link for a list of FAQs just to the right of the “enlarge slide” link<br />
    5. 5. Today’s agenda<br />Topics of Discussion<br />Rethinking service<br />Integrating channels<br />Measuring success<br />Service 2.0<br />Questions and Answers<br />Post-Event Survey<br />
    6. 6.
    7. 7.
    8. 8. The social customer<br />This is a SOCIAL transformation that impacts all institutions – business among them – not exclusively<br />
    9. 9. The social customer<br />See change in use of technology<br />Gen Y first generation to spend more time on the ‘Net than watching TV<br />96% on social network<br />Will outnumber baby boomers by 2010<br />Implications are staggering<br />74% of all adults on the web are engaged with a social network/community<br />
    10. 10. The social customer<br /><ul><li>Using Social Networks
    11. 11. Nielsen Online research “Global Faces on Networked Places” (March 2009):
    12. 12. Fastest growing sector for Internet use is communities and blog sites (5.4% in a year)
    13. 13. Member communities reach more Internet users (66.8%) than email (65.1%)</li></li></ul><li>The social customer – who do they trust?<br />Edelman Trust Barometer<br />2003 – “A Person Like Me” – 22%<br />2004 – “A Person Like Me” – 51%<br />2005 – “A Person Like Me” – 56%<br />2009 – “A Person Like Me” – 58%<br />Most trusted source moved from non-connected (to corporation) experts to “a person like me.”<br />Customers demand authenticity & transparency now<br />
    14. 14. The social customer – what do they trust?<br />Traditional ads – trusted by 14% (Marketing to the Social Web, Larry Weber)<br />Peers – trusted by 90% (Nielsen Global Online Consumer Survey, 2009)<br />
    15. 15. The social customer<br />Conversation is controlled by the customer<br />Review sites<br />Yelp<br />Social networks/communities<br />Service complaint oriented – Planetfeedback<br />Get Satisfaction<br />LinkedIn<br />Facebook pages<br />Social Media Properties<br />User generated content – video, audio, blogs etc.<br />Blogs (200 million)<br />34% post brands & product opinions<br />Podcasts<br />Geek Brief TV<br />
    16. 16. The social customer <br />Source: Brian Solis<br />
    17. 17. From CRM to Social CRM<br />&quot;CRM is no longer just a model for managing customers but one of customer engagement&quot;<br />The social customer<br />
    18. 18. “SocialCRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”<br />Social CRM<br />The social customer<br />
    19. 19. The New Customer Service Model <br />
    20. 20. The new customer service model<br />The social customer is demanding a rich, engaging customer experience in multiple ways – still including human contact<br />Contact centers and multi-channel interactions with the customer are where the experience with a business is typically most intense.<br />Customer service is becoming perhaps the most important of the CRM pillars<br />It surrounds and is interwoven with all facets of how a company functions. <br />
    21. 21. The new customer service model<br />Just solving problems is no longer sufficient<br />Customers can go elsewhere to get problem solved (threaded forums, community access)<br />Customers have peer support<br />Knowing how the customer is thinking & feeling is of paramount importance to insight <br />How do you find this out when<br />The customer communicates on multiple channels?<br />There are thousands & even millions of customers?<br />
    22. 22. The new customer service model<br />Don’t be fooled by myth of decreasing interest in using phone <br />When dealing w/enterprise 77% still prefer phone (DMG Consulting)<br />
    23. 23. Bad customer service can go viral<br />
    24. 24. The new customer service model<br />What do you do – Customer Service Models<br />Agent based call centers <br />Process based CRM <br />Community driven customer service<br />Customer experience focused call customer service <br />Web self service <br />
    25. 25. It’s all built around the conversation...<br />
    26. 26. Look at social network & social graph<br />VOLUME<br />Network<br />Tonality<br />Frequency<br />Influence<br />
    27. 27. And at the level of the individual phone call…<br />Context<br />DECIBELS<br />Keywords/phrases<br />Tempo<br />Emotion Detection<br />
    28. 28. Quick Hit: The New Contact Center<br />
    29. 29. “Internally, customer service is a component of customer experience. Customer experience includes having the lowest price, having the fastest delivery, having it reliable enough so you don’t have to contact anyone. Then you save customer service for those truly unusual situations.” – Jeff Bezos, CEO Amazon<br />The new contact center<br />
    30. 30. The new contact center<br />The Problems….<br />Forrester study in 2008<br />Customers disliked talking to companies because<br />Routing to wrong agent (57%)<br />Knowledge management average to worse (62%)<br />Poor customer data access (60%)<br />Other reasons?<br />Wrong metrics<br />Lack of understanding of new channels <br />Retention of old models<br />
    31. 31. Search gone wild<br />
    32. 32. The new contact center<br />Lead to…<br />Losses of $338.5 billion/yr due to poor service experience e.g. cart abandonment – sales loss (Datamonitor/Ovum survey, Nov. 2009)<br />Fifty five percent of customers who no longer want to talk to customer service reps (Forrester Research, 2008)<br />Cost of call resolution goes from $49 per incident same day, to $61 day 2, and $155 day 3. (ServiceXRG, 2008)<br />
    33. 33. The new contact center<br />The Approach<br />Keeping the ordinary, ordinary<br />Effective results, not just efficient processes<br />Solution + experience = success<br />Measure for results, not cost savings<br />Remember the human beings on both ends<br />
    34. 34. The new contact center<br />What can be done? <br />Service communities<br />Cultural change at contact center <br />Service outreach (Twitter, Facebook)<br />Monitoring problems outside firewall<br />Collaborate with customers<br />Listen, learn, act<br />Prevent problems, not just solve them.<br />Strong self service tools<br />Strong knowledge management & search<br />
    35. 35. The new contact center<br />Technology<br />Text/sentiment analytics<br />Speech analytics<br />CCPM systems <br />Social media monitoring<br />AVR/IVR<br />Web Self-Service<br />CRM Integration<br />
    36. 36. The new contact center<br />Self Service Option<br />Tools for sculpted personalized experience/activity<br />Easy ability to reach someone through chat<br />Accessible knowledgebase for your customers<br />Advanced – community forums for discussions<br />
    37. 37. The new contact center<br />Contact Center Performance Management<br />Key customer-driven components<br />First Contact Resolution – traditional is First Call Resolution<br />Root Cause Analysis - not just what is causing problem but why problem is caused<br />Next-Best Action – analysis across all touchpoints to evaluate & predict future customer needs. <br />Customer Experience Analytics – look at the results of the outcome. <br />
    38. 38. THANK YOU<br />Author: CRM at the Speed of Light (4th Edition, February 2009)<br />President: The 56 Group, LLC<br />Managing Partner/CCO: BPT Partners,<br />EVP: National CRM Assn.<br />Co-Chair: Rutgers CRM Research Center<br />Named #1 CRM Influencer (Non Vendor) by InsideCRM 2007<br />Named #1 CRM Blogger 2005, twice in 2007 by TechTarget and InsideCRM&InsideCRM 2008<br />CRM Magazine 2008 Top Influencer<br />PGreenblog:<br />Email:<br />Twitter:<br />Facebook:<br />Cell phone: 703-551-2337<br />
    39. 39.
    40. 40. Questions&Answers<br />Paul Greenberg<br />President<br />The 56 Group<br />Nikhil Govindaraj<br />VP of Products<br />©2009 Peppers & Rogers Group. All rights reserved. <br />1to1® is a registered trademark of Peppers & Rogers Group. <br />
    41. 41. For additional information<br />please contact<br />Nikhil Govindaraj<br /><br />Ginger Conlon<br /><br />Paul Greenberg<br /><br />