Best Practice in Social Customer Service What Works and What's Still Broken

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Author and trainer Martin Hill-Wilson kicks off #SCSS14 by setting the current social customer service scene and summarises the key area the industry still needs to address

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Best Practice in Social Customer Service What Works and What's Still Broken

  1. 1. ² ² ² Best Practice In Social Customer Service What Works & What’s Still Broken?
  2. 2. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 1. social #custserv - part of….
  3. 3. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 1st Principles Channels Multiply They Seldom Die
  4. 4. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Multi-Channel Journeys
  5. 5. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014
  6. 6. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Mapping The Social Journeys
  7. 7. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – 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 ©Brainfood Consulting 2013 Design Dashboard
  8. 8. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
  9. 9. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Escalation P2P support is great but only answers 40% of questions on average Therefore 60% need escalating to live assistance
  10. 10. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Escalation Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – 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 ©Brainfood Consulting 2013 O2#TweetServe • balance • remaining data • call allowance • system updates • handsets offers
  11. 11. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Best of... Leverage P2P knowledge by integrating into customer’s favoured platforms
  12. 12. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Cross Channel Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – 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
  13. 13. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 From Twitter To Chat Same Advisor Cross Channel
  14. 14. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 From Chat Back To Twitter Earn Word Of Mouth Cross Channel
  15. 15. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 1. The Task • The easiest/fastest way • Its importance • Timeliness/responsiveness • Accuracy/audit trail • Experience 2. Their Situation • At home/at work/on the move • Location & desire for privacy • Time to spare, in a rush • Communication options Influences On Channel Choice
  16. 16. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Influences On Channel Choice 3. Their Communication Habits • Forms of communication & devices they have become familiar with and trust 4. Their Awareness Of Options • What they do/do not know you offer as means of communication
  17. 17. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 1. The Task • Offer a full range of appropriate channels Promote them based on their value to the customer than their internal unit cost 2. Their Situation • Understand customer circumstances • Design for most frequent communication needs Implications
  18. 18. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Implications 3. Their Communication Habits • Ask them and log as CRM trigger 4. Their Awareness Of Options • Promote as part of a professional service offering
  19. 19. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Signposting
  20. 20. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 2. SLAs - 2014 differentiator
  21. 21. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Responsiveness
  22. 22. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
  23. 23. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Responsiveness: Very Responsive 60% Responsive 20-59.9% Somewhat Responsive 5.01-19.9% Not Very Responsive 0.01-5% Unresponsive 0% Response speed: Very Fast Under 30 Minutes Fast Under 1 hour Average Under 4 hours Below Average Under 24 hours Slow Over 24 hours
  24. 24. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Little Common Best Practice
  25. 25. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Context Drives Expectations
  26. 26. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Enough To Differentiate
  27. 27. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 3. One Agenda - ever more important
  28. 28. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 personal blogs review sites TripAdvisor etc self help forums online communities branded expert sites LinkedIn Google+ Facebook Twitter YouTube Pinterest Tumblr Sina Weibo Service Priorities peer2peer support corporate blogs ecommerce reviews Social ListeningAbility To Influence STRONGWEAK 1st Tier Priority • A Customer asking you a direct question • A customer expressing dissatisfaction • Customers that have an urgent product/service need • Escalating potential crisis issues 2nd Tier Priority • General references of your products and services • Positive experiences of your products and services • Indirect references that are relevant to your industry
  29. 29. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014 GOODWILL INDEX In today’s world of socially minded and mobile connected consumers, a brand’s goodwill index can rise and fall across the day with the same volatility as their share price We are slowly waking up to the realisation that this demands co-ordinated real time management to even keep up, let alone get ahead
  30. 30. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 A Need For ‘One Agenda’
  31. 31. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Next Generation Engagement Social Media Monitoring Categorisation ENGAGE IGNORE IMPROVE INNOVATE Marketing Sales Service People/Situations CX Organisation Product Service Analytics Change Management Global SMEs Regional SMEs Local SMEs Collaboration Uncovering the opportunity Ensuring the benefits
  32. 32. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 4. Works & Still Broken
  33. 33. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014 Level Of Interest People/Tech Investment Towards SocialCRM Consistency of CX Crisis Mgt Closed Loop Improvement Use of Social Data Individual Flashes Of Genius

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