Social media & customer service cutting through the hype

S o c i a l C u s t o m e r S e r v i c e © BrainFood Consulting Ltd 2011

“The greatest danger in times of turbulence is not the turbulence;

it is to act with yesterday’s logic.”

Peter Drucker

S o c i a l C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2011

2

Examples of

Social

Customer Service

5

Guidelines for

Your Social CS

Strategy

4 Resourcing

Implications &

Options

1

The Culture of

Social

Customer Service

3

Avoiding The

Most Common

Mistakes



WHY SOCIAL CUSTOMER SERVICE?

The more we buy online, the more we expect

service online

The more social we become in how we

purchase, the more we expect service to be

the same


SOCIAL

E

I

S

U

R

E “…The growth in

audiences to

these social

networks is now

primarily being

driven by the

50-plus age

group”

http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/05/uk-web-usage.png


Customers are not just highly connected, they are always connected

Increasing time spent on social networking means they have unparalleled access to information

They trust each others opinions, not that of the company

So how do we engage them?

NEW

O

R

L

D


The one thing that defines customer service

through social media is transparency

Quote: Leon Pasternoster Institute Of Customer Service 2011



The one thing that defines customer service

through social media is transparency

Quote: Leon Pasternoster Institute Of Customer Service 2011



But...


Only 2/58 UK Brands With More Positives


As the title suggests

“SOCIAL CUSTOMER SERVICE”

is done in public view

That changes the dynamics of

How many people can get involved

How many people can be influenced

How fast the status of an issue can change



What’s New

In The

Mindset?

Anticipation

It’s about listening for & resolving issues before customers have to make contact



Immediacy

Customers expect real time resolution. Their sentiment can be tracked in real time

What’s New

In The

Mindset?



Transparency

Interactions are visible. They remain so. The customer experience is easily sharable

What’s New

In The

Mindset?



Authenticity

It’s about putting a human response back into the middle of the service experience

What’s New

In The

Mindset?



Engagement

It’s about empowering a workforce to go beyond broadcasting & canned responses

What’s New

In The

Mindset?



Participation

The quality of service deepens as more expertise across the organisation is tapped

What’s New

In The

Mindset?



Contribution

It’s about encouraging customers to help others, add personal know-how and innovate

What’s New

In The

Mindset?



Analytics

It’s about aggregating diverse customer data to enable highly personal service

What’s New

In The

Mindset?



Nothing!

It’s just another couple of new live channels that need resourcing and carefully tracking

What’s New

In The

Mindset?



Social

Customer Service

Ecosystem

WEB

SITE

Ratings & Reviews

Forums

Blogs

Ideation

Knowledge Base

Q&A

Forums

Blogs

and more

and more

Source:

95%

peer / 5%

direct

5%

peer / 95%

direct

50%

peer / 50%

direct

C U S T O M E R v e r s u s B R A N D L E V E L S O F S U P P O R T


Join The Conversation

Where It’s Already

Happening


UK RETAILERS On Facebook

July 2011



Judges’ Comments



Broaden Out

The Expertise On Offer

5,000 People Trained

2,000 People Certified By

Dell University

2,200 Trained & Mentored To

Answer Questions Sent To

Twelpforce


Right Up To C-Suite

Level


Integrated Choice

Of Social Channels


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

Lyle Fong CEO & C0Founder

Lithium Technologies



Best ROI

Launched March 1st

2011

150 new registrations and 25,000 page views every day.

20,000 cases handled and $150,000 return within 2 weeks of launch


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‟


Cate

gory: M

ost Innovative C

om

munity


Cate

gory: M

ost Innovative C

om

munity

>90% answered in community

Answered < 3 minutes

Super users 10-15 hours per day


Cate

gory: M

ost Innovative C

om

munity

Of the members surveyed,

63% had sent a giffgaff SIM

to a friend or family member

Of that figure,

78% became registered

giffgaff members

“Member-gets-member"

(MGM) customer

acquisition strategy

results in 20% of all

activations


Telefonica Group who own giffgaff estimate that their

customer service model costs 4 times less than the

traditional contact centre-centric model

yet their NPS score is 75 - way above the industry average

Cate

gory: M

ost Innovative C

om

munity

giffgaff was originally a Scottish expression

“You Give Me Something

I Give You Something Back”

Laurence Buchanan VP of CRM & Social CRM. EMEA

Cap Gemini



58% of consumers want the company to respond to

comments if they had tweeted about a bad experience

Global Customer Service Barometer survey, American Express


Don’t Ignore The

Tough Ones


75% of UK consumers complain when encountering a

problem with goods or services

55% of consumers expect a response the same day to an

online complaint

Only 29% actually receive one

12% report having to wait at least a month for a

response

26% remain unresolved altogether

Source: UK Institute Of Customer Service April 2010


Small fires

grow into bonfires

become bushfires

Hard to control

Cause long term damage


Some With Influence

Are Easy To Spot


Others Appear

Anonymous Until It’s

Too Late

United Breaks Guitars - YouTube.mp4


Alignment

Social Media Teams and Customer Service teams need to standardise “How”

Avoiding The

Most Common

Mistakes


Queue Jumping

Do social media interventions teach customers they can bypass normal channels?

Avoiding The

Most Common

Mistakes


Integration

Social Media workflow currently has little legacy integration. No 360º view or reporting

Avoiding The

Most Common

Mistakes


Escalation

Managing community expectations while complex issues traverse the organisation

Avoiding The

Most Common

Mistakes


Facebook

Enable your wall. There is no benefit in trying to hide from complaints

Avoiding The

Most Common

Mistakes


Experience

Social channels need linking with existing channels to unify customer journeys

Avoiding The

Most Common

Mistakes


Culture

The more informal style of social interaction is at odds with traditional customer service

Avoiding The

Most Common

Mistakes



Resource Levels

Depend On Your Social

Strategy

WEB

SITE

Ratings & Reviews

Forums

Blogs

Ideation

Knowledge Base

Q&A

Forums

Blogs

and more

and more

Source:

95%

peer / 5%

direct

5%

peer / 95%

direct

50%

peer / 50%

direct

C U S T O M E R v e r s u s B R A N D L E V E L S O F S U P P O R T


Current Resource

Benchmarks Bank of America has 6 service

managers who tweet with

14,000 followers

Nissan have 15 in social media

team to interact with 300,000

Facebook fans

BT has 23 in social customer service

6 dedicated moderators in their

community

Dell Care has 6 identified

people tweeting with 13,000

followers


Are there any incentives to encourage staff to participate in Twelpforce?

“Through heavy participation in Twelpforce,

staff earn the right to help provide input to

some of the strategic decisions made in the

social space”

Employee Engagement

John Bernier Digital Product Line Manager &Social Media Steward

Best Buy


What training do you offer Twelpforce staff?

“At the start, coaching took a lot of time and

effort. We had to keep reiterating that

Twelpforce is about helping not selling. Now

though, the @twelpforce team is largely self-

governing”

John Bernier Digital Product Line Manager &Social Media Steward

Best Buy

Employee Engagement


How do you scale to meet the need?

“...Dell on the other hand is developing a

Social Radio.

A proprietary desktop and mobile application

that will allow its business units to “tune in”

to and engage in relevant conversations in

social media.”

Jeremiah Owyang Report On Social Business Readiness

Industry Analyst

Altimeter Group

Employee Engagement



LISTENING

Social Media Monitoring

ESCALATION

Normal & Triage

COLLABORATION

Internal & External

OWNERSHIP

Internal & External

CAPABILITY

Culture & Training

ENGAGEMENT

Policies & Guidelines

DATA

Social Graph

SLAs

Social v Other Channels

ONLINE

Social „Makeover‟


“It is impossible for enterprises to create an

exceptional social service experience if they

provide a sub-par experience via traditional

support channels.“

Final Thought

Paul Greenberg,

Author and industry Social CRM expert


Thank You

martin

@

brainfoodextra.com

@

martinhw

Making Contact