E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversations in a Connected World

Chaos To ControlManaging Customer Conversations in a Connected World

Arun Mani, Managing Director, Freshdesk, Continental Europe

About us: Freshdesk in numbers

6years

old

$90+Million

800+Employees

5Globaloffices

5acquisitions

4Products

80k+Happy

Customers

Our Vision

To be the leading provider of cloud-based customer engagement software.

Our Mission

To provide software for businesses of all sizes and make it refreshingly easy for them to engage with customers.

Locations

San Bruno Chennai London Sydney Berlin

80,000+ Customers

Accolades

Investors

Our products

Customer happiness,

refreshingly easy

Refreshing ITSM and IT

service desk solution

In-app support and

engagement for mobile

CRM for high velocity

sales teams

About me: Many hats, Many companies

SemiconductorEngineer

StrategyConsultant

GlobalSales Leader

Managing Director

The topic: The Great Pyramid Of Support

Customer Support in the Age of Social and Mobile

Consumers

Companies

Drive a collective narrative on customer service – in public

Challenged by the status quo – inadequate workflows, silo’d channels

15% Increase in churn rate when brands fail to respond via social media

47% Social media users have used social media for customer support

Why is Social Support Important?

SOURCE: Incite Report Gartner

Chaos → Control

1. Set up a brand presence and start listening

2. Set internal expectations for response times

3. Set up a system of record

No social media presence

Listening to customers on relevant social channels→

Chaos → Control

1. Set up a brand presence and start listening

SOURCE: Nielsen Social Media Report

One in three users prefer to contact brands through social media rather than the telephone

Chaos → Control

2. Set internal expectations for response times

SOURCE: Edison Research

42% of consumers complaining in social media expect an answer within an hour

Resources and volume of queries via social media need to be considered to set expectations

Chaos → Control

3. Setup a system of record

SOURCE: Edison Research

Prevent collisions and make sure nothing gets lost

Reactive → Proactive

1. Monitor relevant keywords, competitors and mentions of your brand

2. Build relationships and be transparent

3. Automate listening

4. Connect all your channels to the same system of record

Replying to queries Proactively reaching out→

Reactive → Proactive

1. Monitor relevant keywords, competitors, and mentions of your brand

Reactive → Proactive

2. Build relationships and be transparent

Reactive → Proactive

3. Automate listening

Convert Facebook posts and tweets into support tickets. Set up alerts for specific keywords

Reactive → Proactive

4. Connect all your channels to the same system of record

“Customers want consistent service experiences across these channels. They also expect to be able to start an interaction in one channel and complete it in another”

- Kate Leggett, Forrester

SOURCE: http://blogs.forrester.com/kate_leggett/14-01-13-forresters_top_trends_for_customer_service_in_2014

Growth Pains → Scaling up

1. Create a unique handle for support and separate accounts for

products, geographical locations, etc

2. Prioritize and coordinate replies

3. Automate to improve work flows

4. Set expectations for customers and create social media guidelines

for every scenarios

Coping with replying quickly

Effectively managing a large volume of social interactions→

1. Create a unique handle for support and separate accounts for products, geographical locations, etc

@Freshdesk, @AskFreshdesk, @Freshservice

Growth Pains → Scaling up

2. Prioritize and coordinate replies

Prioritize based on issue, type of customer, keywords

Growth Pains → Scaling up

3. Automate to improve work flows

QuizUp automates assignment of tweets and posts based on source and language

Growth Pains → Scaling up

4. Set expectations for customers and create social media guidelines for likely scenarios

Growth Pains → Scaling up

Darkness → Alignment

1. Track metrics that align with business goals

2. Create a consistent ‘voice’ across all support channels

3. Shift focus from just replying to social messages to creating

extraordinary customer experiences

Interacting with customers

Proving extraordinary experiences→

1. Track metrics that align with business goals

You are what you track – what you track will impact what you do

Darkness → Alignment

2. Create a consistent ‘voice’ across all support channels

Darkness → Alignment

3. Shift focus from just replying to social messages to creating extraordinary customer

experiences

Darkness → Alignment

Keys to successful social support

1. Reply in a timely fashion

2. Use context to personalize your replies

3. Assign queries to the right people/teams

4. Track interactions in a single system of

record

Seamless Multichannel Support

Freshdesk enables you to easily track and manage all of your customer conversations from all channels in one place

Thank you!