Next generation thinking in customer service mhw

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Hi,

You are very welcome to use this material for your own personal use

However this material in not intended for unrestricted sharing. So

please ask me if you want to send this to others. Thank you!

If there is anything you want to ask or need help with please get in

contact. Always pleased to help. Some of the issues are also

debated on my blog (www.brainfoodextra.com) which is another free

source you can access

Martin (Hill-Wilson)

Email - martin@brainfoodextra.com

Twitter - martinhw

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Social As Part Of A Full Multi-Channel Strategy

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

WEB

SITE

Ratings & Reviews

Forums

Blogs

Ideation

Knowledge Base

Q&A

Forums

Blogs

and more

and more

Source:

Social Customer Service

Ecosystem

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Social Listening

WEB

SITE

Ratings & Reviews

Forums

Blogs

Ideation

Knowledge Base

Q&A

Forums

Blogs

and more

and more

Source:

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Industrial Strength

“We opened the doors to our Social Media Listening

Command Centre, which allows us to monitor over

22,000 daily posts related to Dell as well as mentions on Twitter”

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

More Than Spreadsheets!

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

“Using a social media monitoring tool to identify

where we are being talked about, who is talking,

their sentiment towards us, their influence on others..”

Social Analytics In Action

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Communities

WEB

SITE

Ratings & Reviews

Forums

Blogs

Ideation

Knowledge Base

Q&A

Forums

Blogs

and more

and more

Source:

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

“What happens when we treat customers as part of the company?”

Lyle Fong CEO & C0Founder

Lithium Technologies

A Catalyst

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Moderators are all customer volunteers from all over the world

30 members contributed 44% of the solutions over last 3 years

community knowledge base to over 1200 articles in 12 months

20% reduction in call volumes

Best ‘Story’

Peer to Peer Support

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Taps Into Customer

Creativity

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Encourages User Generated

Content

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Generates Engagement &

Mutual Learning

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Showcases Brand Values

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Evolves Into Broader

Communication Strategy

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Social Networks

WEB

SITE

Ratings & Reviews

Forums

Blogs

Ideation

Knowledge Base

Q&A

Forums

Blogs

and more

and more

Source:

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

YouTube

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Facebook live community knowledge

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Facebook self service knowledge

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Facebook live chat knowledge

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Facebook self service via mobile app

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Twitter

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Cross Channel Customer Journeys

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Examples

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In Action

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

A New Workflow

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Preparing your social channel mix

1. Identify where your customers and prospects spend time online

2. Define resourcing needs, and ‘opening hours’

3. Cross promote other service options

a) Examples include “Find us on Facebook”, “Follow on Twitter”, “Subscribe to our YouTube channel”, “Join our Group”, “Become a Fan”).

4. Join up the journey across channels – in and our of official hours

5. Rewrite your knowledge mgt strategy to leverage socially sourced knowledge

NOTES

log

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Interaction Workflow

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Signpost Service

Options

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Dedicated Service

Accounts?

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Adding In The Human

Chemistry

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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

UK, US & Global Competency

2

3

How long did they take to respond

to interactions on Twitter?

1

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Yet Another Silo!

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

Thank You

martin@

brainfoodextra.com

@martinhw

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