Call Center Week 2014 - Become a Social Business


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Slides from Workshop G - Jim Iyoob

Become a Social Business” Workshop
The workshop was given to leaders in customer service needing to shift from using social as a function to incorporating it as a business-wide strategy.

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  • Now that we know all this changed , We talked about social. We talked about social listening
    Now we will talk about what makes it all work….
    THE PEOPLE – or Agents, the Customers
    How do measure
    What do you need to do make social a nice fit in to your call center
    I will show you the BDP on what great companies are doing

  • Now that we saw the future of communication has changed. What comes next?
  • I’m one of the millions of customers out there who have grown fond of using social media for gathering information and venting experiences and reviews.
  • People can share anything at any time
  • Regardless of where you are in the world, people share anything about your business that they want, and there isn’t anything you can do.
    (Story about the old Web site was enough) what the company said about their business was important – now its other peoples reviews that influence
    Today we are going to learn why social media is important
  • The process is inefficient and painful, not to mention the missed opportunities in Social Media
  • You effectively generate leads, increase sales, strengthen customer loyalty, and prevent a potential crisis when consumer’s opinions are negative
  • Here are some important areas such a process should focus on regardless of implementation:
    Regardless of who implements these processes
  • Companies should allow their customers to engage on their terms, not the companies terms
    Regardless of who implements these processes
  • Regardless of who implements these processes
  • ? I don’t know what this means
    Regardless of who implements these processes
  • Regardless of who implements these processes
  • Voice is a one to one channel. Only the rep and customer are involved in the sale or support. Where as social media requires the agent to publish their response publicly and any twitter follower or Facebook visitor can see the response. This can work in the businesses favor but can be very risky if agents are not properly trained appropriately.

    Talk about bad experiences here -
  • When you use the telephone you can end up paying more for the call, as well as having to deal with an automated messages and long waiting times, only to deal with somebody who behaves like an automaton. When you contact a company via Twitter, the encounter is quicker, more cordial, available 24/7 and sometimes even inspiring. While in a call center you may have to wait minute after minute hoping to speak to somebody, on Twitter, your experience glides along. There are multiple anecdotes out there.
  • A social agent has a different profile
  • Out of 50 examined social media crisis between Jan 2001 and Aug 2011, the top reason was exposing customers to a poor experience.
  • Cannot automate Escalation
    Escalation in call centers happens all the time and we escalate to a floor sup
    Not the same in Social
    Talk about example of THEFT in telco
  • Managers have up to the minute access thru their mobile devices. You no longer need administration or I.T support.
    Social agents are different
    With the introduction of social media there now exists a new opportunity for customer service representatives to interact with customers in a new way, something which is yet to be fully embraced by the majority of traditional customer service call centers
    Social agents are different. Their training includes the tools and processes for using social media effectively as well as conversational skills and the abilities to know when to take the conversations offline. Agents are multi-skilled in all social media for every customer interaction
  •  Social agents require different skills
    Excellent written communications - Social media is a public conversation and the agents need to be able to effectively communication in short phrases.
    Although template responses can be used, every interaction will be different and the agent needs assess the situation and respond appropriately in 1 to 5minutes or less
    Aptitude for marketing
    We start training with reputation management allowing agents to respond to posted remarks or ratings of a company’s brand, products or services

    Fixed tasks vs flexible
    Call center agents handle repetitive tasks with fixed responses well.
    Social agents need to be flexible and handle varying tasks across multiple channels.


  • Typical cost per acquisition is nearly 50% lower than advertising.
    And customer service professionals are traditionally cheaper than an outsourced marketing agency.
  • The contact center industry has many options and finding a potential vendor can become an extremely daunting task.
    it’s critical that you understand the process and have a clear strategy and understanding of your needs.
    Selecting a best-fit vendor requires due diligence and meticulous attention to detail to ensure that you form the right partnership that will deliver mutually beneficial results for years to come.
    There are several factors to take into consideration.
    following guidelines will ensure the best possible fit for your organization and will enable you to improve productivity, profits and efficiency while maximizing customer satisfaction.

    If you control all 3 you will not grow – by controlling 2 out of 3 – you learn and grow with your provider
  • Call Center Week 2014 - Become a Social Business

    1. 1. Jim Iyoob Social Media Center of Excellence An overview and step by step process to launch social media as a functional service in your multi-channel contact center. Key Takeaways • Social media Reps vs. Call Center Reps • Training, Process, & Policy • Launching your first social program
    2. 2. 1. People 2. Processes 3. Technology
    3. 3. Jim Iyoob - @jiyoob ….
    4. 4. Engage Customers on their terms
    5. 5. People share everything at any time
    6. 6. Without social listening, your call center will miss opportunities.
    7. 7. Social is cost effective
    8. 8. What customers want Answer in same channel Its not your choice to tell your customers how to contact you, its theirs
    9. 9. Call center problems can include:
    10. 10.
    11. 11. Call center problems can include: • Complexity at the desktop can impede the customer interaction • Customers endure long hold times which extend the length of resolution • Agents are required to provide quality service based on unknown inputs on the spot • Multiple transfers may be required • Lack of proactive quality control for employee/customer interaction
    12. 12. One-to-one customer engagement
    13. 13. How to provide one-to-one customer engagement solutions
    14. 14. 1. Start Listening to social media
    15. 15. 2. Create a response & escalation plan
    16. 16. 3. Create a 360° social media view
    17. 17. 360° social media view • Inbound • Outbound • Live Chat • Email • Web Site • Social Media
    18. 18. Customers find value in sharing experiences and advice with each other via social media
    19. 19. Customers will engage on their terms. It’s up to the company to meet them or miss out.
    20. 20. Customer value and loyalty is attained by resolving requests quickly with the highest quality and minimal effort
    21. 21. Inputs to the process should be the complaint / issue /question, and a relevant profile summary of the customer to assist the agent in providing assistance
    22. 22. Output should be quality service including reference points for future engagements.
    23. 23. Key measurements • Customer effort • Customer satisfaction • Quality of engagement • Ratio of engagement • Capacity of system
    24. 24. One to One vs. One to Many Voice Social Media
    25. 25. Call Center vs. Social Center
    26. 26. A call to a traditional call center can lead to an encounter with a highly unmotivated person, subjected to tough and discouraging guidelines, without the freedom of action Call Center vs Social Center
    27. 27. Utilizing social networks brings you into contact with much more motivated people, able to break the rules and are willing to go the extra mile to satisfy the customer’s needs Call Center vs Social Center
    28. 28. A traditional call center is relegated by customers unable to express themselves beyond complaining to a few friends and family members, social networks have developed the principle function of preventing possible public relations disasters (proactive) Call Center vs Social Center
    29. 29. An unhappy customer who calls is simply another customer, as opposed to a customer who uses the social networks to complain is potentially a problem that can generate negative publicity, brand damage, sales loss, and lose the company future customers Call Center vs Social Center
    30. 30. Complaints can go viral
    31. 31. Escalation process
    32. 32. Real agents are the best defense
    33. 33. Social Media agents are different: Social agents provide a fast and personalized customer experience, are accessible anywhere, provide resolution, and update customer profiles
    34. 34. Social agents are different
    35. 35. Social is a new engagement channel
    36. 36. Social agents need to respond in 140 characters
    37. 37. Your customers are already reaching out to you via social media
    38. 38. Things to think about Can a company aspire to give all its customers the same level of attention that Facebook or Twitter offer, compared to their call center? What happens when the person who is poorly attended on the phone has a powerful presence on the social networks, and was simply using the phone out of convenience? When you look at the cost of a social media analytics solution, it is mere change compared to the millions and millions you’ve already spent on that call center.
    39. 39. Case Study – it works
    40. 40. It works
    41. 41. Factors to Consider When Choosing a Partner • Size – Large enough to make investments (Stable) – Small enough to give you personal attention • Leadership – Executive team • Industry or vertical expertise? (It depends) – people, industry experience and nature of problem • Training Program, Technology – Get to know the Managers, the agents and the executive team
    42. 42. Customer Experience Partnership
    43. 43. Maximize Customer Interactions, Experience and Optimization • Customer Lifecycle Data Management • Workforce Optimization • Workplace Optimization • Unified intelligence gathering
    44. 44. Q&A
    45. 45. Schedule an appointment Stratus representatives will be at booth 58 through out Call Center Week 2014. Schedule an appointment • • 855-875-CHAT