Socializing Customer Support to Drive Business Value

Socializing Customer Support to Drive Business

Value

Kate Leggett, Senior AnalystForrester Research

Timothy Kelly, Executive Director of Support McKesson Physician Practice Solutions

Evan Shumeyko, Director@OgilvyOgilvyone Worldwide

Ninety percent of customer service decision-makers tell Forrester that a good customer experience is critical to their company’s success. Sixty-three percent think the importance of the customer experience has risen.

A good customer experience is good for business

But, few companies deliver an outstanding customer

experience

Customer service decision makers walk a fine balance between the needs of customers and the needs of the

business

Contact center managers look to reducing handle times and increasing

satisfaction

Inaccurate and inaccessible corporate knowledge increases costs and decreases

customer satisfaction

Email

Collaborative knowledge technologies take off, and help with delivering a good

customer experience

Social collaboration software moves the needle on all customer service metrics

Tim Kelly, Executive Director of Customer Support

Physician Practice SolutionsMarch 28, 2012

McKesson Physician Practice Solutions

Slide Breakout

• What We’re Doing with Socialtext / Goals• Visual – Sync Strategy Between Workspaces• How We’re Leveraging the Social Platform• What We’re Measuring / Metrics• Results / Impacts• Visual – Our Space

11 !

What We’re Doing

• Authoring all Contact Center Solution articles, process, policy and Product Content to Socialtext

• Using the primary workspace create a 1-4 click strategy for teams to access content quickly– Activities / Signals stream– Searching

• Secondary Strategy aimed at standard Product ‘Table of Contents’ approach

• Creating Segmented and Synchronized Workspaces for Value Added Reseller Community and Customers to leverage content authored in PPS Workspace

12

Content Sync Strategy

13

How We’re Leveraging the Social Platform

• All Support team members use tool as single source of knowledge

• Tagging Content for automatic publishing to VAR and Customer Workspace

• Using Groups to collaborate with public and private access privileges– Example: Tier 2/3 team Private Group shares

content Tier 1 should not access– Example: Training Academy has Public group for all

to comment/dialogue on Training content and direction

• Social validation of solutions content with ‘Read Only’ Product and Policy content

• Self Paced Training through Video Available Via Dashboard

14

What We’re Measuring / Metrics

• Contact Center Measurements– Average Speed to Answer (ASA)– Average Handle Time (AHT)– Grade of Service (GOS)

• Agent Level Metrics– Same Day Resolution of Cases (SDR)– Customer Satisfaction (CSAT)

15

Results / Impacts from January to March

• ASA*– Improved (Reduced) 66%– From 33” to 11”

• AHT*– Improved (Reduced) 11%– From 22” to 20”

• GOS*– Improved 25.75%– From 53.5% to 79.25%

16

* Averaged Across Product Teams

PPS Central and PPS VAR Central

17

• Same Day Resolution*– Improved 11.75%– From 33% - 44.75%

• Customer Satisfaction*– Improved .67%– From 51% to 51.67%

18

Results / Impacts from January to March

* Averaged Across Product Teams

19

Ogilvy CRM ConnectionsSocialtext

Evan C. Shumeyko, Consulting Directorevan.shumeyko@ogilvy.com

The challenge: How do we bring collaborative brand conversations to life inside the call center?

Agent Engagement

Team Collaborati

on

Dialogue Optimizatio

n

What Works | Best Practices

Ogilvy Consulting | CRM Connections

Ogilvy Consulting | CRM Connections

• How do know what’s working?

• Can we adjust our approach quickly, cost effectively?

• How do we give the agents just what’s needed.

• Can we easily measure

agent satisfaction? • We are pushing knowledge

but are also we pulling?

Risk | Inform Without Measuring

Measure Training Content Usage

Monitor Listening

Post Activity

Socialize Branding & Campaign

Assets

Knowledge- Share and

Collaboration

Industry Knowledge at Agents Fingertips

Solution | SOCIALTEXT

Enable knowledge-sharing, collaboration, conversation monitoring & relevance.

ROI: Top performer on the pilot sales team

was the earliest adopter and user of Socialtext

Ramped up from 1 pilot team to 5 client call center teams in approximately 1 year

~500 agents total as of 4/12 10% increase in conversion rate within

key market segments

Improved Customer Experience: Evolving dialogue strategy Drives deeper understanding Fosters social business principles safely

Helps clients “socialize the enterprise” from the ground up

Results: Business & Brand Benefits

Hearts: True Engagement

Minds:Understanding

Wallets: Consultative Dialogue

Call Center Agent Actualization

Thank you

• Q & A• For more information on Socialtext,

please visit www.Socialtext.com• Recording will be available on

Socialtext • How to reach us us:

– Kate Leggett - @kateleggett kleggett@forrester.com http://blogs.forrester.com/

– Timothy Kelly - @mckesson tim.kelly@mckesson.com – Evan Shumeyko - @ogilvydigital evan.shumeyko@ogilvy.com– Sandra Ponce de Leon - @socialtext

sandra.poncedeleon@socialtext.com

About Socialtext

• First Enterprise Social Software Company founded in 2002

• Communications & collaboration platform that helps your employees “In the Flow of Work”

• Social Layer is our vision • Flexible Deployment options: Secure

on-site or hosted appliance• Widely recognized as Visionary &

Leader among key analysts