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Learn how McKesson and Ogilvy have used social software to convert their Customer Support into social help centers with dramatic reductions in resolution time and increased alignment with sales initiatives.
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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
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
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 [email protected] http://blogs.forrester.com/
– Timothy Kelly - @mckesson [email protected] – Evan Shumeyko - @ogilvydigital [email protected]– Sandra Ponce de Leon - @socialtext
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
