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Social media can help companies deliver a customer service experience that aligns with customer expectations, resulting in a more loyal customer base and a larger wallet share. However, the value of these social technologies can’t be realized by just bolting them onto a suboptimal contact center. In this presentation, the presenters share tangible outcomes derived from cutting through the volume and complexity of information to understand what really matters in customer engagement.
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Social Done the Right Way Part 1: Turbocharge Customer Service By Leveraging Social Technologies Part 2: How Baylor Health Care Systems Engages With Its Audience While Managing Perceptions
Presented to: Customer Service Experience
© 2012 Forrester Research, Inc. Reproduction Prohibited 2
Ninety percent of customer experience 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.
© 2012 Forrester Research, Inc. Reproduction Prohibited 3 © 2012 Forrester Research, Inc. Reproduction Prohibited
Few companies deliver an outstanding customer experience
Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 4
Good customer experiences are good for business
Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)
© 2012 Forrester Research, Inc. Reproduction Prohibited 5
Cost Cost Customer
satisfaction and loyalty
satisfaction and
Revenue
Compliance
The customer service leader must balance customer needs with business needs
© 2012 Forrester Research, Inc. Reproduction Prohibited 6
Cost Cost Customer
satisfaction and loyalty
Revenue
Compliance
The customer service leader must balance customer needs with business needs
© 2012 Forrester Research, Inc. Reproduction Prohibited 7
Consumers want quick answers to questions or will abandon
Source: January 23, 2012, “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 8
The reach of negative opinions about your brand is amplified with social technologies
© 2012 Forrester Research, Inc. Reproduction Prohibited 9
Cost Cost Customer
satisfaction and loyalty
satisfaction and satisfaction and
Revenue
Cost
Compliance
The customer service leader must balance customer needs with business needs
© 2012 Forrester Research, Inc. Reproduction Prohibited 10
One solution is to move customer service to less expensive communication channels
Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 11
Customers want to engage using a variety of communication channels
Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)
© 2012 Forrester Research, Inc. Reproduction Prohibited 12
Realize that online channel usage has grown in the past two years
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Take a step back and think about the journey that customers expect to have with a company
© 2012 Forrester Research, Inc. Reproduction Prohibited 14 www..com
Most of the time this journey is fractured. Why?
© 2012 Forrester Research, Inc. Reproduction Prohibited 15 www.astutesolutions.com
Most companies are a mess of disconnected technology
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Companies are not investing in shoring up the foundations of good interactions
Source: “Contact Center Purchase Plans 2011” Forrester report
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Agents don’t have access to the right information at the right time
© 2012 Forrester Research, Inc. Reproduction Prohibited 18
Companies cannot tame the knowledge problem
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And the volume of social inquiries and comments overwhelm companies
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Companies offer more customer touchpoints than ever before
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What can you do to make it better?
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What is your value proposition for your customers?
Source: Costco and Apple Web sites
Costco Apple
© 2012 Forrester Research, Inc. Reproduction Prohibited 23
What does success look like?
© 2012 Forrester Research, Inc. Reproduction Prohibited 24
Limited customer service
Self-selection by customers
Modular furniture design
Low manufacturing
cost
Self-transport by customers
Explanatory catalogues, informative
displays and labels
Ease of transport and
assembly
“Knock-down” kit packaging
Self-assembly by customers
Limited sales staffing
Increased likelihood of
future purchased
Ample inventory on
site
Suburban locations with ample parking
High-traffic store layout
More impulse buying
Most items in inventory
Year-round stocking
Ease of transport and
assembly
Wide variety with ease of
manufacturing In-house
design focused on cost of manufact-
uring
Source: Brandon Schauer, Vice President of Creative Services, Adaptive Path
What are your unique customer experience attributes?
© 2012 Forrester Research, Inc. Reproduction Prohibited 25
Who are your customers?
Source: Costco and Apple Web sites
What are their personas?
What do they want from you?
How do they want to interact with you?
© 2012 Forrester Research, Inc. Reproduction Prohibited 26
What is their journey?
Source: Strativity
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Focus on foundational elements to deliver excellent customer experiences
Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report
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Then add social technologies in a way that they complement and extend your service
Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited 29
Improve by listening to what your customers are saying about you
Post identified and classified
Escalate to
service?
Create service record.
Direct communication
to poster.
Resolve issue and contact poster via optimal channel
(traditional or social).
Escalate to customer service.
Community management
Customer service management
Route to customer
service agent.
Track activity.
Respond to poster.
Leverage knowledge base.
Respond to poster.
Track activity.
Leverage knowledge base.
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Kate Leggett +1 (650) 269-8658 Twitter: @kateleggett Blog:http://blogs.forrester.com/ kate_leggett [email protected] www.forrester.com
Social Done the Right Way Part 1: Turbocharge Customer Service By Leveraging Social Technologies Part 2: How Baylor Health Care Systems Engages With Its Audience While Managing Perceptions
Presented to: Customer Service Experience
It’s not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.
+ Charles Darwin
+!Metroplex is among the most competitive markets for healthcare
+! Tired website experience out of step with user needs, business requirements and brand
+!Successful CRM, advertising and organizational shifts
+! Leadership saw the writing on the wall
“We don’t just want one of the best websites in the health care industry—we want one of the best websites on the internet.”
– Baylor Executive, 2007
The situation
Getting from there to here
1.!Website – Rethink family of public facing sites from the ground up
2.!Social Marketing – Identify where to be and what to do
Key insight 1
Patients not customers!
Key insight 2
Focus on the 80%
Key insight 3
Continuity + familiarity
Key insight 4
Think big, plan in stages
Key insight 5
Our brand is our brand no matter where
The impact
Success is in the numbers.
+! In August ’08, there were approximately 60,000 home page views. September ’08, the month after launch, home page views soared to nearly 160,000 = 166% increase
+! Find a Physician page views in September ’08 were less than 2,000. October ’08 they were nearly 14,000 = 600% increase
+! Find a Location page views in August ’08 were approximately 2,000. September ’08 they reached nearly 12,000: 500% increase
Getting from there to here
1.!Website – Rethink family of public facing sites from the ground up
2.!Social Media – Identify where to be and what to do
An open door to humanity online
“We follow our mission “statement and our values from “the top to the bottom. Social “media tools would allow “Baylor to show this—to be “more personal with people in “the community and to “communicate our human “touch manner.”
–Stakeholder Interview
Honing in on Baylor’s key audiences
Who do we want to engage? Patients, family members, job seekers, and the general Dallas-Fort Worth community
Where will we find these people? Blogs, Facebook and YouTube
Blogs Facebook YouTube Never
1-10 times
11-20 times
21+ times
Never
1-10 times
11-20 times
21+ times
Never
1-10 times
11-20 times
21+ times
Key insight 1
Not all social media is equal
Key insight 2
Wherever you go, be there with purpose
Key insight 3
It’s about engagement, not publishing
Key insight 4
It’s a process, not a project
Key insight 5
Always connect the dots
Awesome image/graphic
Bringing it all together
What it’s all about
Customers should have a familiar service experience. Everywhere. Every time.
YouTube
Web
Mobile self-service
Call center
Web
Call Call
Mobile Mobile
Hospital
The top 5 things we learned
+! Ask your audience what they want
+! Give your audience what they value
+! Make it easy for your audience to engage with you
+! Keep it fresh. Surprise them when you can
+! Remain true to your brand strategy
Thank you. Thomas Mueller Global Director, Customer Experience Siegel+Gale 625 Avenue of the Americas New York, NY 10011 [email protected] Twitter: @tmuellernyc