Over the next 10 years, customer service will evolve to become more social and cross-channel. Customers will interact with companies through various online and offline channels. To provide excellent customer experiences, companies will need to adopt social CRM, measure end-to-end customer journeys, and foster collaboration both within their organizations and with customers. New technologies will continue emerging to support more integrated, real-time customer service across all channels.

1. the way we will complain
customer service over the next 10 years
esteban kolsky
thinkJar
@ekolsky
esteban@estebanjkolsky.com

2. 90 percent
of transactions for
customer service
happen offline
source: face to face book: why real relationships rule in a digital marketplace

3. 80 percent
of organizations think
their experiences are
good (8% of
customers agree)
source: bain and company, closing the delivery gap report (fixed entry, it is 80, not 88)

4. 86 percent of
organizations use
twitter, facebook
(or both) for
customer service
source: thinkjar and sword ciboodle study on customer service using social, 2012

5. 66 percent have no
defined processes
for customer service
over social channels
source: thinkjar and sword ciboodle study on customer service using social, 2012

6. 68 percent were
not able to calculate
ROI before deploying
a channel
source: thinkjar and sword ciboodle study on customer service using social, 2012

7. 8 percent found
the expected
ROI
source: thinkjar and sword ciboodle study on customer service using social, 2012

8. none of them
are sure if
they are doing
the right thing
source: thinkjar research, unpublished, collected 1998-2012

9. typical customer service scenario
Competitive Customer
Forces Demand
Strategy
Legal Channels,
Environment Business
Customer
Partners and
Model
Service Suppliers
4.0
Governance Technology
Social Technological
Environment Change

10. six trends, ten years in customer service
• social CRM
• cross channel, not multi channel
• customer experience management
• mashups
• collaborative enterprise
• of course, customer service using social – today!

11. communities
community management
“social” analytics engine
social crm
actionable layer unit
system-of-record
integration layer
erp
crm
scm
record
systems of
what social CRM looks like

12. cross-channel evolution
silo semi-integrated integrated
single channel multi-channel cross-channel
E
E R K
D D D D D D
K K K K K K W D W
P
R R R R R R K UC P
M
S W E C P M M R C C
S D S
1980 1995 2010
S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge

13. co-creating experiences
end-to-end effectiveness and efficiency metrics
design validate implement measure
collaboration
existing involve create new correlate
processes stakeholders experiences metrics
involve customer deploy analyze
customers segmentation pilots
insights
paper virtual process
summarize
experiences designs prioritization
changes

14. measuring experiences
effectiveness (right answer, time) efficiency (cheap, fast operations)
performance
loyalty training
satisfaction readiness
customer process agent
end-to-end efficiency and effectiveness index

15. building customer service mashups
agent
tools knowledge
repositories
communities
support
self-service tools

16. collaboration with customers
 collaborate to understand
the customer job-to-be-
E2.0 done
 collaborate to co-create
with the customer to meet
her desired outcomes
 collaborate to act on
social customer insights
CRM  collaborate to understand
and provide the customer
experience they expect
from you
the collaborative enterprise

17. customer service with social
twitter facebook communities Phone email chat
number of 4 6 2 (*) 2 6 12
interactions
total work 1.5 6 0 (*) 6 12 8
time (AHT)
percent 95 98 34 (*) 12 6 6
escalated
number 8 4 0 (*) 1 6 2-3
concurrent
FCR percent 1 1 62 (*) 75 89 78
close time 48 h 72 h 12-24 h (*) 6m 24 h 8m
source: confidential thinkjar research, unpublished, collected 2010-2012
interviews and vetted by practitioners, consultants (n=48-66)
(*) depending on staff participation, model varies wildly

18. service with social top issues
• communities
– tribal knowledge
– reduced costs
– branded
• facebook
– integration
– API
• twitter
– limits
– tools

19. discuss…

20. the way we will complain
customer service over the next 10 years
esteban kolsky
thinkJar
@ekolsky
esteban@estebanjkolsky.com