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Actionable Social Media for the Call Center
The document discusses the integration of social media within contact center operations, emphasizing the need for segmentation between marketing, public relations, and customer service. It highlights the impact of social media interactions on businesses, the importance of rapid response to customer issues, and the potential for brands to enhance engagement through these platforms. The need for effective monitoring and intelligent filtering of social media content is also emphasized to handle complaints and improve overall response strategies.
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Actionable Social Media for the Call Center
- 1. © Upstream WorksSoftware Presented by Upstream Works Actionable Social Media for the Call Center
- 2. © Upstream WorksSoftware » Broad Brush concept » Should be broken down to better sub-categories » Allows assignment to appropriate business divisions » Only some areas pertain to contact center » “Social response” Social Media
- 3. © Upstream WorksSoftware » Community » Advertising 2.0 » Blogging » Social Response Social Media Types
- 4. © Upstream WorksSoftware Roots in usenet and bulletin boards Sharing common interests Promotes peer interactivity Not commercial in nature Selling is very very bad here! Communities
- 5. © Upstream WorksSoftware Corporate ‘for profit’ site Designed to sell auto parts User experience and value is first and foremost Parts sales seems like an afterthought Communities – US Auto Parts
- 6. © Upstream WorksSoftware Active ‘outbound’ engagement Positioned in interactive social environments Interactively gain engagement and branding Advertising 2.0
- 7. © Upstream WorksSoftware Rogers Facebook presence Actively soliciting ‘Like’ button acceptance Increases popularity and relevance of the company Gains user demographic information Advertising 2.0
- 8. © Upstream WorksSoftware Standard blogging is “new media” Handle through standard PR channels Micro blogging Twitter Facebook wall posts YouTube comments Blog comments Community comments Blogging
- 9. © Upstream WorksSoftware » “Throwing it out there” » Users engaging interactively through Twitter » Businesses reviewing posts to find issues and kudos » Users often expecting a valid corporate response » Very low numbers but public nature means high impact Social Response
- 10. © Upstream WorksSoftware Forums and Newsgroups Facebook; MySpace; Twitter; YouTube Many Others – LinkedIn; Flickr; Quora; Spoke; Foursquare List @ http://en.wikipedia.org/wiki/List_of_social_networking_websites Social Media Sites
- 11. © Upstream WorksSoftware » Facebook >500m (Alexa #2) » YouTube (Alexa #3) » Twitter - 75m (Alexa #9) » Linkedin - 50m (Alexa #13) » My Space 100m (Alexa #130) » Other Alexa Ranks » Spoke -7478 » Quora – 1054 and rising » Flickr - 36 » Foursquare – 735 and rising fast! » Slideshare - 183 Social Media Popularity *As of Dec 5 2011
- 12. © Upstream WorksSoftware An ‘online’ meeting Focus group? Monitor and engage with customerS Not an inbound or outbound interaction with an individual Therefore not “contact center” Communities
- 13. © Upstream WorksSoftware Marketing in its purest form Creation of web media Reward programs “Sign up to win” Branding Therefore not contact center Advertising 2.0
- 14. © Upstream WorksSoftware » PR 2.0 » Blogging is the latest form of newspaper article » Journalistic standards are more lax » Less review; less legal concern » Should be monitored as part of PR Blogging
- 15. © Upstream WorksSoftware » Why people tweet about you: They love you They have no opinion of you (est 60%) They hate you Social response
- 16. © Upstream WorksSoftware » Contact centers handle interactions with “customers” » Interactions are directed to the business (inbound) » Interactions are directed from the business (outbound) » Channel is unimportant » Contact centers do not handle all types of social media! » Designed for social response Contact Center Operations
- 17. © Upstream WorksSoftware How Not to Engage
- 18. © Upstream WorksSoftware » Has the call center failed already? » Looking for retribution not resolution? » Discussions are public » Squeaky wheels » Is this the best use of call center resources? » Number are low; impact is disproportionally high Social Response - Complaints
- 19. © Upstream WorksSoftware » Youtube sensation » Materially affected United Airlines stock during merger » Touted as the bogey man of social media » 100% due to a failure of the contact center!!!!! United Breaks Guitars
- 20. © Upstream WorksSoftware » Privacy restrictions » Increasingly onerous » Users are anonymous » Need to identify specific customer identifiers » High signal to noise ratio » Can’t “firehouse” every reference » Need to intelligently filter content on intent » Salesforce (Radian6); Scoutlabs; Simplify360 Social Call Center Concerns
- 21. © Upstream WorksSoftware » Directly engage with customers » Response time is important » How long is that tweet public before you resolve it? » Identify specific interaction causes » Resolution time is important » How long is that tweet public before you resolve it? » One off or systematic problem area? » Resolve accordingly Problem Resolution
- 22. © Upstream WorksSoftware » National mobile phone company » Six million subscribers » Has two guys manually trolling through Social Media feeds to take action. » Tier 1Telco » Customers tweeting because response time is faster than web tickets » Not Scalable » Look forward to the day of “Your Tweet is very important to us. We are experiencing heavier than normal volumes…” Current Examples
- 23. © Upstream WorksSoftware » United Breaks Guitars » 9,982,221 Youtube views » Twitter Average » “Average Twitter User has 126 followers…” » http://www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users- average-api-traffic » Example: NB Power » 380,000 customers » 433 followers (0.11%) The power of social media?
- 24. © Upstream WorksSoftware » Customers still want to engage initially by phone to the call center » The demise of the phone is highly overrated » My opinion FWIW Demise of the call center?
- 25. © Upstream WorksSoftware » Rob McDougall » rmcdougall@upstreamworks.com » www.upstreamworks.com » 905 660 0969 x 358 » Twitter: @up_rmcd » See the full webinar recording at www.upstreamworks.com Contact
- 26. © Upstream WorksSoftware » Divide social media into multiple component areas » Marketing, PR (proactive) and contact center (reactive) » Implement ‘scanning software that will filter the incoming results » Assign call center staff to resolve public customer issues » Create customer interactions » Timely identification of call center failures » Provide specific resolutions Recommendations
- 27. © Upstream WorksSoftware About Upstream Works Software Business Interaction Mangement
Editor's Notes
- #22 Complainer may not even be a customer! Could be a competitor!
- #28 We found that the concept and reality of analytics in most contact centers was that they were complex – trying to integrate multiple silos of data, and through a complicated process of normalization and estimation, wound up giving answers that weren’t really useful. What we found at Upstream Works, is that the missing piece – the secret sauce - for really simplifying things, is what we call enterprise interaction tracking – capturing that entire interaction – in context – directly from the source; as it happens. We started with the realization that an interaction isn’t the customer relationship – but it’s the building block upon which the customer relationship is based. And it’s the sum of these multiple interactions that a customer has with you that creates the substance of that relationship. So if you track the complete end to end detail of these interactions – between your customers and agents or between your customers and your other resources, and include information about the associations between them, you start to get that meaningful, complete set of interaction contexts that will overcome the complexities and vagaries that have been associated with analytics in the past. So right away, when I say ‘interactions’, you’re probably thinking ‘phone calls’ or ‘emails’ – and these are the bulk of the interactions in the contact center. But to get a new perspective, let’s take a step backwards, and look at an interaction much more generally – an interaction between any two people or things, over any channel.