Brand Embassy at CX Exchange for Telecoms, London, April 2015
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Social customer care demand in the telco sector is higher than in any other industry. Customers have chosen this industry to find their social voice. Now, it's up to brands to service these customers on their desired digital channels. Vit Horky, Co-founder and CEO at Brand Embassy, presented "It's Personal: The Takeover of Social Customer Care in Telecoms" to a group of senior telco executives responsible for the design and implementation of customer service strategy. Using case studies from T-Mobile, O2 and GiffGaff, Vit discusses innovative approaches to social customer care and defines key takeaways for brands ready to be loved by their social customers.
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Brand Embassy at CX Exchange for Telecoms, London, April 2015
- 1. “It's Personal.” The Takeover of Social Customer Care in Telecoms By Vit Horky, @vithorky for CX Telecoms Summit, London, April 2015
- 3. 100+ Enterprise Clients, 100m Happy Consumers USA Colombia Spain Portugal Germany UK Netherlands Czech Republic Slovakia Turkey Pakistan Dubai Global leader in Telco and Europe
- 4. “Everything About Social Customer Care”
- 5. Case Studies and Learnings From: “9 Amazing (and 1 Not so Amazing) Social Customer Service Case Studies in Telecom” http://bit.ly/telco-case-studies
- 6. This one is patient...
- 8. Don't mess around with these ones...
- 9. Telco Leads Social Customer Care Demand Volume of Social Customer Care by Industry on Twitter. Source: Socialbakers, 2014
- 10. The Good Old “Call Me” Days Are Gone Social and Messaging Apps: Growth in Last Six Months, Source: Our Social Times
- 12. Who Is Responsible For Social Customer Care?
- 13. Who Is Responsible For Social Customer Care?
- 15. Telefónica O2 Case Study
- 16. How Do We Integrate Social into Contact Centre?
- 17. Automate to Focus on Dialogue
- 18. Sweet Automation
- 19. Results
- 20. giffgaff Case Study (from 2011!)
- 21. Results ★ 130k questions > 1m responses ★ 3 min average response time ★ One guy paid his way through university.
- 22. The Future of Customer Care
- 23. Brands Unify All Digital Customer Care Channels Into Social Customer Ecosystem
- 24. Social Becomes Physical Source: klm.com
- 25. Agents Get The Experience of Their Customers Source: Brand Embassy at Teleperformance
- 26. Customer Service Becomes Public And Personal Source: Twitter.com
- 27. Customer Service Becomes Public And Personal Source: Twitter.com
- 28. “6 Viral Customer Service Stories & What We Can Learn From Them” http://bit.ly/viral-stories
- 29. Customer Service Agents Become Customer Advocates Source: YouTube
- 30. Customer Service Agents Become Customer Advocates Source: Brand Embassy on Facebook
- 31. Key Take-Aways ★ Find (and develop) the right people in your company ○ Find the best people inhouse ○ Give them freedom to be authentic ★ Give them the proper tools ○ Unify all digital customer care channels ○ Automate workflows to focus on human dialogue ★ Never get comfortable ○ Test out new channels ○ Test out language tonality and personification ○ Predict future needs
- 32. BEE3: “One Month On Us.” For All Participants at CX Telecom Forum. Just Ask For It.
- 33. Thank you.
Editor's Notes
- Spanning the Globe all the way from Australia to the Americas, Brand Embassy is utilised by more than 100 enterprises to make more than 100 million of their customers happy everyday. We are global leader in telco and Europe, some of comapnies using us are… we are proud of becoming recognised by Red Herring as well as named as top rated by Trust Radius. Before we start our demo let me tell you a short story.
- ... this one too.
- Efficient Bees. Serve more people without adding more agents. Handle an increasing number of inquiries without adding worker bees (or agents). Use our Intelligent Workflow, with automated routing, based on time, influence, topic, or language. Advanced workflow settings are based on your company's internal processes. // With our Intelligent Worklow, brands don’t need to multiply the number of agents as the number of customer service queries in the Great Social EcoSystem doubles every year. As your customer base grows, Brand Embassy’s hive technology becomes even more effective, letting worker bees (your agents), interact with and manage more customer inqueries, more easily and quickly. You’ll be able to handle an increasing number of customers, with the same number of agents, with our insanely smart workflow automating the routing of all inquiries based on time, influence, topic, or language, all tuned to your own company’s processes with advanced settings.
- Arising trends in customer care. Notes (October 21, 2014) Last week, KLM wrapped a bold experiment in proactive social customer service, with the #happytohelp twitter takeover. The airline combined a new physical presence at Schipol Airport in Amsterdam, in the form of a glass pavilion open to passing travelers, with over 30 social customer service agents, combing Twitter for customer issues and across multiple airlines, not limited to KLM or even European flights. The concept of socially connected contact centers has been one championed by KLM for several years. The “Twitter Takeover,” was undertaken as a brand building and public engagement exercise that combined the real-space, where customers could chat in person with KLM social media reps, with a presence on Twitter that welcomed a broad range of questions, issues, and other interactions. Bart Mol, Creative Director of DDB & Tribal Worldwide, partners with KLM in this new experiment, said: “With this Twitter takeover we want to help as many people as possible, not only KLM customers, but passengers worldwide, to travel more comfortably,” Certainly KLM’s new approach to brand building and outreach to existing customers is unique among airlines. KLM has been an innovator in proactive social customer care among airlines, being among the first to create a dedicated social customer care team, during the volcanic eruption in 2010. What will this latest experiment by the Dutch carrier yield for the company? See more at: http://futurecare.today/news/klm-and-the-art-of-the-twitter-takeover/#sthash.tQdAxswr.dpuf
- Customer service representatives are generally not the happiest employees. Research into the employee satisfaction index by MyPlan indicates that customer service reps come in 236th in overall hapiness among the 300 positions researched. Customer service reps are on average less satisfied than door-to-door salespeople, and street news vendors. - See more at: http://futurecare.today/headline-stories/a-guide-to-increasing-customer-service-agent-happiness/#sthash.NXhfycpz.dpuf Improving the work environment The second piece of the puzzle of customer service agent happiness is a great work environment. Most kids don’t grow up imagining that they’ll be customer service reps. It’s not glamorous work by nature. Not helping the situation is the corporate norm of agents seated in their hundreds, cheek by jowl, in huge, ugly, soulless open-spaces with gunky head-sets taped to their heads, staring at 10 year old PC monitors. If a typical customer service agent saw how much fun Google employees have at their offices, she might head straight for the nearest bridge. Contact centres are, in short, not usually nice places to be. And that badly needs to change. For starters, we must provide contact centre agents with beautiful and simple to use equipment and software. No excuses, and no petty frustrations to make the day harder. If you spend money on training your employees, you should spend money on the tools they need to do their work. It’s that simple. If your software provider doesn’t put stock in usability, convince them to change or change providers yourself. For every legacy system, there are three alternatives and a couple of hungry startups to replace them. You deserve beauty. You deserve more. Next, we have to improve the office environment of the typical contact centre, step by step, to connect the agents’ world with the modern world of their customers. Take Samsung as an example: they’ve recently equipped Teleperformance, their outsourced contact centre, with so-called experience centres, featuring all of their most current technology and cutting edge equipment, all at their own agents’ disposal. - See more at: http://futurecare.today/headline-stories/a-guide-to-increasing-customer-service-agent-happiness/#sthash.NXhfycpz.dpuf
- The whole planet is becoming one big help desk - you, me, our customers, everyone is an equal online. We are all communicating all the time, via text, email, social media, video calling, and now even through watches on our wrists. Whenever you need anything, you have a plethora of ways to contact anyone you’d like, publicly or privately. Why can’t customer service be both public and personal? How major a revolution would it be for you if it could? We match smart technology with human touch to make that possible. Example: KLM proactive approach to customer comments on Twitter.
- The whole planet is becoming one big help desk - you, me, our customers, everyone is an equal online. We are all communicating all the time, via text, email, social media, video calling, and now even through watches on our wrists. Whenever you need anything, you have a plethora of ways to contact anyone you’d like, publicly or privately. Why can’t customer service be both public and personal? How major a revolution would it be for you if it could? We match smart technology with human touch to make that possible. Example: Netflix Customer Service Agent takes a role from Star Wars to help his customer. A fun example of how customer service creates a unique relationship that transfers from the agent to perception about the entire brand. This discussion became shared by hundreds of major media outlets and by millions of social media users in a month or so.
- Every company collects terabytes of information about their customers. But for all that knowledge, when it comes to working with them as people, it seems we know less than we did a hundred years ago. Companies that invest in making personal care really personal again can strengthen customer loyalty the same way the neighborhood store has been doing for centuries. The only way that really works: knowledgeable, caring, and responsible service agents, building long-term relationships with customers, and gaining trust that translates to higher sales, and stellar Word-of-Mouth. Old-fashioned doesn’t always mean outmoded. And new technology doesn’t change the fundamentals of great customer care. See more about the Customer Service Agent of The Future here. O2 Guru, the mobile operator’s service agents, build their public profiles via YouTube tutorials - See more at: http://futurecare.today/headline-stories/a-guide-to-increasing-customer-service-agent-happiness/#sthash.yRwkGSZ6.dpuf
- KLM proactively and humbly informs about the expected time the consumer will wait for their response on Twitter. (With Brand Embassy you can have that implemented on Facebook also) Every company collects terabytes of information about their customers. But for all that knowledge, when it comes to working with them as people, it seems we know less than we did a hundred years ago. Companies that invest in making personal care really personal again can strengthen customer loyalty the same way the neighborhood store has been doing for centuries. The only way that really works: knowledgeable, caring, and responsible service agents, building long-term relationships with customers, and gaining trust that translates to higher sales, and stellar Word-of-Mouth. Old-fashioned doesn’t always mean outmoded. And new technology doesn’t change the fundamentals of great customer care. See more about the Customer Service Agent of The Future here.
- One Month On Us