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Los Nuevos Canales de contacto con el cliente están cambiando. Anatomía del Servicio a Cliente vía Medios Sociales
This document summarizes recent trends in social media research. It discusses how social media is changing the way companies interact with customers. Research shows that people are actively using social media platforms like Facebook and Twitter. The document also outlines key metrics companies can use to measure the impact of social media engagement, including communication metrics, awareness metrics, cost savings, and revenue metrics. It emphasizes the importance of having a social media strategy to participate in online conversations about a company or brand.
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Los Nuevos Canales de contacto con el cliente están cambiando. Anatomía del Servicio a Cliente vía Medios Sociales
- 1. Los Nuevos Canalesde contacto con el cliente están cambiando Anatomía del Servicio a Cliente vía Medios Sociales Mayo 18, 2011 Valentin Valle Director Comercial RTM Mexico y Vecca
- 2. Today’s Dialogue Introductions Importance of a Social Media Strategy Social Media Research Trends Intelligent Social Interactions Q&A © 2011 Convergys Corporation. All rights reserved. 2
- 3. Proven Experience two billion over 35 customer interactions annually languages providing services in 58,000 agents more than 92 contact, service and data centers 30 more than worldwide years delivering customer management, billing, and human resource solutions 3 © 2011 Convergys Corporation. All rights reserved.
- 4. IMPORTANCE OF ASOCIAL MEDIA STRATEGY © 2011 Convergys Corporation. All rights reserved. 4
- 5. A Social MediaStrategy The new Battleground in the World of Competition © 2011 Convergys Corporation. All rights reserved. 5
- 6. Why Social? People are Talking… Social Media Factoids… “Social media must be strongly funded and involves more 500+ million 200+ million than simply having a Web or social media presence. Active Users Active Mobile Users on Facebook of Facebook Whatever business you are in, your organization is being discussed in social media and you must Average Facebook User has be part of that conversation.” – Gartner CEO Advisory: Six Consumer Led Trends That Could Reshape Your 130 Friends Business in 2011 – Dec. 2010 106+ million 55+ million “Managers may hesitate to engage with media that any Accounts on Twitter; Tweets per Day middle-school student can access. But if you fail to Grows by 300K each day adapt to and use your adversaries’ best tactics, you cede the field of battle.” – Leslie 2.2 million Gaines-Ross, Harvard Business Review – Dec. 2010 Tweets per day are product recommendations/complaints “If a company, or even its chief executive, doesn’t have a 200+ million 2.5+ million Registered Users Facebook Developers presence on social networks today, that company on MySpace and Partners risks not being in the conversation at all. Over time, I believe that can be fatal to a business.” – Brian J. Dunn, CEO – Best Buy – Dec. 2010 Average Blog has 250 Readers © 2011 Convergys Corporation. All rights reserved. 6
- 7. Social Listening Areasof Impact Complaints Compliments Problems Influencers Missteps Competition Advocates Corrections/Fixes Noise Filtering Brand Association/Perception Campaign Impact Sales Impact © 2011 Convergys Corporation. All rights reserved. 7
- 8. Social Media Metrics-that-Matter Communication Awareness Cost Savings Sales • Posts • Free-range • Issue Resolution • Speed of Sales (frequency/followers) Marketing Time Cycle • Threads • Brand • % of Issues • Number / % of • Tags (loyalty / affinity) Resolved Online Repeat • Votes • Net Promoter • New Product Customers • Comments Score (NPS) Ideas • % Customer • Ideas • Influencer Score • Adoption Rates Retention • Referrals • Media • Transaction Value Placements • Referrals • Share of • Net New Leads Conversation • Cost per Lead • Sentiment of • Conversion Rates Posts © 2011 Convergys Corporation. All rights reserved. 8
- 9. Social Media ROIFocus Areas Engagement Awareness Cost Savings Revenue • Members • Brand Loyalty / • Issue Resolution • Customer Affinity Retention % Time • Posts / Threads • Share of • Referrals Conversation • Hiring Recruiting • Net New Leads • Comments / Ideas • Sentiment of Posts • Training Costs • Conversions from • Tags / Votes / Community • Net Promoter Bookmarks • Call Deflection Score • Transaction Values • Post Frequency / • Interaction with • Product / Service Density content Adoption Rate © 2011 Convergys Corporation. All rights reserved. 9
- 10. SOCIAL MEDIA RESEARCHTRENDS Customer Contact Channels Shifting © 2011 Convergys Corporation. All rights reserved. 10
- 11. More Customers AreBroadcasting Bad Experiences via Social Media and Damaging Company Reputations 80 2010 % of customers that had a bad experience told friends or colleagues 92% Conversation 98 % E-mail 18 % Social Media 12 % Source: 2010 Convergys Scorecard Series Research 7 % Texting © 2011 Convergys Corporation. All rights reserved. 11
- 12. Customers Are IncreasinglyLooking to Interact Using New Channels – Companies Must Respond Currently using for customer service Likely to use if reliable 42% 54% TXT 17% 22% 30% 40% have used or are likely to use texting 37% 47% SM 16% 20% 26% 35% have used or are likely to use social media 27% 44% APP 6% 13% 17% 27% Millennials (under 35) have used or are likely to use smart phone apps Generation X (35-44) Source: 2010 Convergys Scorecard Series Research Baby Boomers (45-64) © 2011 Convergys Corporation. All rights reserved. 12
- 13. Social Media: FiveTimes the Impact of Word of Mouth Social Media 1 Bad Experience posted via Socialread of consumers recently Multiplier = 45x 14 % about a bad experience on a Media = social media website The average post is read by approximately 45 people. Impact of Hearing About A Bad Experience 52% 37% of customers who heard about a bad experience on social media intentionally stopped doing business with or avoided doing 10% business with the offending company. Avoided Doing Did Nothing Stopped Doing Business With Business With That Company That Company Source: Convergys Media Roundtable, December 2009 and Convergys Scorecard Series Research 2010 © 2011 Convergys Corporation. All rights reserved. 13
- 14. Social Media InteractionsIncreasing > 18x How Customers Currently Projection in 2015 Interact With Companies Phone System < 1% Text Messaging 5% & Social Media (0.27%) 42% Live Phone Support 53% 32% E-mail Live Phone Qty Support 35% 22% In-person 15% In-person Source: 2010 Convergys Scorecard Series Research Convergys projections and analysis © 2011 Convergys Corporation. All rights reserved. 14
- 15. INTELLIGENT SOCIAL INTERACTIONS ©2011 Convergys Corporation. All rights reserved. 15
- 16. Social Media SupportEcosystem Controlled Community Tools (Private) CRM & Work Distribution Platforms Web 2.0 Media Properties Social Work Teams (Public) Listening Tools © 2011 Convergys Corporation. All rights reserved. 16
- 17. The Power ofIntelligent Social Interactions LISTEN DECIDE ENGAGE Sentiment Social Activity Community Advocate Influence Controlled Environment Service History Lifetime Value Geography Social Advocate Contributing to Social Conversation Purchases Business Rules Lets Agents Treat Social Media as Just Another Interaction Channel © 2011 Convergys Corporation. All rights reserved. 17
- 18. Add Value toSocial Media Channels Social Policy Business Analyst Social Decisioning Cloud Noise Social Decisioning Filter Policy Management Raw Interaction Events IN DMZ Actionable Interaction Events OUT Social Decisioning Cluster Social Decisioning Enables • Prioritized Engagement Social Listener Social Engagement Console • Enhanced Routing • Spam Filtering • Agent Recommended Actions Response and Dialogue Agent Agent © 2011 Convergys Corporation. All rights reserved. 18
- 19. Intelligent Social Interactions Reduce Noise, Focus Resources, Save Time, Energy and Money Social Policy Business Analyst Convergys Social Decisioning Cloud Noise Social Decisioning Filter Policy Management 30,000 DMZ 14,000 Directed 16,000 Spam/Noise Social Decisioning Cluster Social Listener 4,000 3,000 7,000 Response and Dialogue Brand High PRI Category-XYZ © 2011 Convergys Corporation. All rights reserved. 19
- 20. Social Interaction UseCase – Network Outage Assisted Posts and rants about a • Categorization Network outage in major • High Priority Metropolitan area • Open Trouble Tik Actionable Listening | Real-time Clustering Natural Language Processing | KPI Alerts Proactive Self-Service 1. Intelligent Routing to Tier 2 Engineer 2. Prioritized Queue © 2011 Convergys Corporation. All rights reserved. 20
- 21. Social Interaction UseCase – HD Channel Outage Assisted Recommended Action(s) Posts about the SPEED Channel in HD • PR Post being out getting many negative • Categorization comments/posts/blog reports • High Priority Actionable Listening | Real-time Clustering • Open Trouble Tik Natural Language Processing | KPI Alerts Proactive Self-Service 1. Intelligent Routing to PR and Tier II 2. Prioritized Queue & Work Flow 3. Threshold Alert Triggered © 2011 Convergys Corporation. All rights reserved. 21
- 22. Social Interaction UseCase – New Menu Item Assisted Recommended Action(s) Posts about portion size on new menu item getting many negative • PR Post comments/posts/blog reports • Lower Menu Price • Categorization Actionable Listening | Real-time Clustering • High Priority Natural Language Processing | KPI Alerts Proactive Self-Service 1. Intelligent Routing to PR & Marketing 2. Prioritized Queues & Work Flows © 2011 Convergys Corporation. All rights reserved. 22
- 23. Social Interaction UseCase – Online Banking Service Outage Assisted Recommended Action(s) Posts about online banking system web site being down begins getting many • PR Post (MTTR) negative comments/posts/blog reports • Categorization • High Priority Actionable Listening | Real-time Clustering Natural Language Processing | KPI Alerts Proactive Self-Service 1. Intelligent Routing to PR & Marketing 2. Prioritized Queues & Work Flows © 2011 Convergys Corporation. All rights reserved. 23
- 24. Social Decisioning: World’s#1 Computer Provider Client Objective Enable automated prioritization and noise filtering to handle growing volume of social interactions more efficiently with ROI existing resources Improve Noise Filtering Enable early warning detection 4:1 Ratio Meet SLAs on forum replies Real-time return of $4 for every $1 spent Convergys Solution Convergys cloud-based Social Decisioning Solution Enhanced Listening Influencer Identification Prioritization of Posts “The buzz in social media was Enhanced Sentiment Analysis creating a level of anticipation Intelligent Engagements that was actually extending the buying cycle and driving Results demand for our new product.” Enabling Ability to Leverage the Social Media Channel Supervisor, Global Operations, 77% increase in posts reviewed each week Community Team 65% of agent engagements classified High Priority based on Business Rules 51% of workload being filtered out as noise 32% increase in average number of posts worked per agent per week 20% more posts outreached with 20% fewer resources © 2011 Convergys Corporation. All rights reserved. 24
- 25. Questions? valentin.hernandez@convergys.com Follow Convergys online!