How Social Media Is Starting To Change We Organise And Deliver Customer Service

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Co- Designing Sky’s

E-Service

Understanding the new politics between

socially empowered customers and

brands

Connectivity Causes A Shift In Power

In How We Relate

In How Well We Relate

You Say Nothing Is More Important, But…

Do I Matter?

Is This How You Experience My Customer Journey?

I Am A New Type Of Customer

Snapshot Of The ‘Social’ World

Broadcast v Listen

62%Felt that ‘companies are only

interested in selling products and services to me, not necessarily the product or service that is right for me’

Transparency & Trust

7%Trusted companies to ‘always act in their best interest’

Self Generated Fantasy

9%Trusted what the company says about itself

Importance As Stakeholder

10%Thought companies took note

of what they said

Trusted Advice

95%Used some form of internet

comparison siteformal and informal locationsfriends, families, professional reviewspeople they believe are similar to themselves

Open To Dialogue

69%Believed there would be a positive impact from companies taking more time to find out about their needs and interests

Open To Participation

82%Were interested in participating in product developmentBelieved it would make them more likely to tell others about the company

Why FAQs and Web Chat are no longer adequate

online responses

How We Spend Our Time Online In UK

Mobiles Drive Social Networking Growth

Your Impact Is Now Very Public

Traditional v New Assumptions

Traditional Versiontactically integrated channels

Emerging Versionmulti-channel & social platforms

CRM Goes Social

Exporting your customer services

into customer's online environments

Facebook & Twitter

Source: The Social Customer Engagement Index – 118 organisations June 2010

Majority Started Within Last 12 Months

Volumes Still Small

Going Where The Customers Are

Customers can post a comment to a brand’s Facebook Support wall, which is then pushed into the support system as a ticket with the Facebook customer listed on the ticket

The customer service representative can push an update by responding directly on the wall

Capabilities includeSelf service via a searchable FAQ

Live chat

Real time monitoring of posts and comments

Create clear channel guidelines

Vodafone have ensured they can dedicate the VodafoneUk account to customer service, by creating a separate account to broadcast exclusive news and latest deals called VodafoneUkdeals

Customer Service Via Customer Communities

The knowledge Base is managed and maintained by an organisation’s customer base

It feeds and is fed by a number of social support functions

Blogs, Ideation, product/service specific user forums

One Clear Reason For Communities

Where Communities Fit

Examples of how this is working

‘Ask Wells Fargo’ supports customers in real time –while keeping true to their bankers hours tradition. Rather than

hide behind a logo, they use real human voices and names,

increasing trust

Real Time Support

‘Cloud’ Based Community Support

Example Of Current Best Practicemass employee participation

Example Of Current Best Practicetwitter logon

Example Of Current Best Practicedesign layout

Example Of Current Best Practice‘multi-modal’ access to knowledge

Example Of Current Best Practicedepth of video catalogue

Example Of Current Best PracticeLithium’s approach to recognition

RESULTS

In 2009 2.5m customers posted 79,000 messages and read over 81m messages95% of community conversations are

peer-to-peer supportThe Community provides about a $5m benefit to the organisation

Example Of Current Best Practicesocial media policy to empower employee participation

New Style Social Media Centres

Keep Separate Or Integrate Into Call Centre? View online debate @

http://www.web-strategist.com/blog/2010/10/14/social-media-mission-control-the-contact-center-must-evolve-socialsupport/

Implication for your 2011

strategy and plan

1. Find out if your customers use social media and visit social networks

2. ‘Listen’ and find out if and where you need to intervene

3. Work out how the customer journey will now work4. Understand what implications this has on workflow,

systems and resourcing5. Decide where it sits and internal ownership

1. Within call centre2. Separately

6. Consider the use of customer communities7. Stay up to date with best practice as it emerges

How Social Media Is Starting To Change We Organise And Deliver Customer Service

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