The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times
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This document discusses the rise of social customer service and some of the key challenges brands face. It notes that customers now expect support across social media channels just as they do through traditional channels. While social media can help deflect calls and improve response times, integrating these channels into a unified customer experience remains a challenge. The document raises questions about how to resource 24/7 global social support, whether the informal social style fits with traditional customer service culture, and how to ensure scalability, visibility, escalation, knowledge sharing and service level agreements across both social and traditional channels.
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The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times
- 1. The Rise of Social Customer Service Luke Brynley-Jones
- 2. Customers are engaging with brands
- 3. Brand Interaction Source: Fishburn Hedges & Echo “The Social Media Customer” May 2012 Poll of 2,000 UK consumers
- 5. Research: Eptica Multichannel Study 2012
- 8. Customers Are Learning Source: UK Consumer Advice Site
- 9. Service Follows Sales • 12 of the top 20 Facebook pages (UK Retailers) are actively selling to followers from the site • Either directly or by pushing users back to product pages on websites eDigitalResearch’s Social Media Benchmark July 2012
- 10. They Breathe It
- 11. Tweets 54,000 calls about the are London deflected riots from call reduced 999 centre each waiting month via times from social media 41 seconds to 0 seconds 300,000 customers were reached
- 13. Human Chemistry
- 16. NPS score
- 18. Fragmented CX
- 19. Integrated CX
- 20. Resourcing Failures Sky Giff Gaff Eurostar Barclays Chelsea v8 Barca hr outage TrainOnline Banking 24.4.2012 16.3.2012 5.3.2012 30.3.2012 Source: EngagementIndex
- 21. Resourcing Strategy 150 Trained & On Stand By For Emergencies 2,200 Trained & Mentored To Answer 5,000 People Trained Questions Sent To 2,000 People Certified Twelpforce By Dell University
- 22. Brand Corrosion
- 23. The Key Lesson “It is impossible for enterprises to create an exceptional social service experience if they provide a sub-par experience via traditional support channels.“ Paul Greenberg, Author and industry Social CRM expert
- 26. Reputational Risk Approaching the end of the first day, this mass of negative tweets had reached an estimated 1.7 million people.
- 29. Even BAU Is Tough! Source: Brandwatch
- 30. Customer Experience How do social channels need linking with existing channels to unify customer journeys?
- 31. Mobility How Does Mobility Change Social Customer Service Expectations ?
- 32. Resourcing How is a 24x7 global demand resourced if needed?
- 33. Culture Is the more informal style of social interaction at odds with traditional customer service?
- 34. Scalability Will our listening strategy cope with increased volume?
- 35. Visibility Social Media workflow has little legacy integration, 360º views or reporting. What’s the right infrastructure?
- 36. Customer Data Should we be collecting social graph data and social interactions?
- 37. Escalation How can we maintain service levels when managing complex cross functional issues?
- 38. Learning How do we turn the wealth of real time insight being offered into organisational momentum?
- 39. Knowledge How do we effectively share across all channels?
- 40. SLAs Source: Conversocial