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Serving the Social Customer: How to look good on the social dance floor.
Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team [email protected] @DocNicola Copyright BT Global Services, 2015
Busy Autonomous customers put a lot of effort into dealing with organisations and prefer easy interactions
Buy more from organisations that make it easier
79% Indonesia
73% UK
72% Belgium
68% Germany
50% Spain
90% China
84% India
83% UAE
82% USA
81% Singapore
62% Find dealing with customer service issues exhausting
55% Put a lot of effort into safeguarding their consumer rights
3 in 4 Constantly research products to buy online
Only 1 in 5 Regularly experience first contact resolution for customer service
30%
Building customer engagement
Increase in consumers saying convenience is more important than price (UK & US)
85% It should be easier to contact orgs. by phone, web chat and email
71% Like it when orgs. notice I have a problem with customer service & try to help
88% Consumers would be more loyal to orgs. if they are easy to deal with
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
Reducing customer effort is a growing priority
Copyright BT Global Services, 2015
“Net Easy” does it.
Making it Easy is the missing link between operational quality and loyalty:
Operational performance
Customer experience
Advocacy
Incremental value Churn
reduction
NPS
Net Easy
OCR & RFT
Why measure Easy?
True voice of the customer
Drives advocacy, VFM & loyalty
Highly actionable feedback
Applicable in all channels
Engages and resonates with staff
Low effort also = lower cost
Customers finding it easy are 40% less likely to churn
Thanks to Joanna Howard Copyright BT Global Services, 2015
6 factors explain 67% of movement in Net Easy
What drives easy?
Thanks to Joanna Howard Copyright BT Global Services, 2015
Some channels are easier than others.
Thanks to: Joanna Howard
Voice auto
Thanks to Joanna Howard Copyright BT Global Services, 2015
What’s so ‘easy’ about digital and social media?
Personalised engagement
Quick turnaround, no wait time
Customer in control
“One Stop Shop”: no hand-offs
No IVR
Proactively reaching out to customers
Open, transparent communication
Rapid & effective
messaging
Copyright: BT Global Services, 2015
Networking experts: @BTCare & @BTBusiness.
Thanks to Dr Simon Thompson .
Copyright BT Global Services, 2014 © British Telecommunications plc
“Autonomous” Customers still need help.
USA
84%
UK
Want advisor available on phone/web-chat when internet shopping
79%
Co-browsing would add value
USA
65%
UK
55%
Customer service via Apps would add value
USA 62%
UK 55%
2015
62%
2013
54%
Prefer using the phone than FAQs (UK)
90% Want to e-mail the same agent as they speak to on the phone
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
Consumers like self-service, but when it goes wrong they want live help there and then
When you most recently had a problem with self-service what type of support did you want?
Phone 29%
Social media 10%
Web-chat 15%
Video-chat 9%
E-mail 23%
Changing usage of channels by consumers
Which of these methods of contacting organisations do you use currently? (UK)
Web-chat and social media fastest growing, as the traditional channels fall away in terms of customers contacting organisations
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya, UK data Copyright BT Global Services, 2015
Channels scoring less than 5% are not included – other social media, video-chat.
Channel switching is accelerating
81% Organisations should always offer different channels to meet my needs
Less than 1 in 3 Agree organisations make it easy to switch between different channels
3 in 4 Any agent should be instantly familiar with my contact history
Would like organisations to offer the following…
E-mail same call centre agent 90%
Service through Facebook 53%
Skype calls to call centres 55%
Visual IVR on smartphone 67%
Apps with web-chat 71%
Switch from web chat to phone 62%
Voice biometrics for ID&V 73%
Share my screen with an agent 62%
Switch from web-chat to video 51%
Secure tech. for phone payments 50%
Social media to phone call 63% 51%
Would like to switch from web-chat to video-chat (62% - switch from web-chat to phone)
67% Would like visual IVR on their smartphone
50% Regularly phone call centre & look at web on smartphone
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
Channels Multiply: The Omni-channel challenge.
Smart phones / smart customers?
Smartphones and customer service should work hand-in-hand, but too many Apps lead to dead-end support
Would like Visual IVR when calling on a smartphone
81% Indonesia
54% UK
45% Belgium
30% Germany
68% Spain
86% China
86% India
83% UAE
60% USA
77% Singapore
Use smartphone to…
Phone call centres 62%
Access mobile banking weekly 39%
Scan in-store to get best prices 46%
Phone call centre & look at web 51%
48% Download Apps for customer service
62% Would like to share smartphone screen so the agent can see it
46% Comment on social about customer service using a smartphone
12% Share GPS so companies can offer discounts based on your location
3 in 4
Want Apps with web-chat or messaging capability
17% Used Siri or similar on smartphone in the last 6 months
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
Social customers demand social customer service.
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
Consumers want more customer service by social media and less marketing
Would post a facebook customer service message to an organisation
80% Indonesia
53% UK
48% Belgium
40% Germany
63% Spain
N/A China
88% India
87% UAE
57% USA
74% Singapore
70% Expect response to social media comment in 15 mins
1 in 3 for an urgent issue or emergency Twitter/Facebook is the best way to get customer service
25% Have had customer service by social media (15% made complaint)
35% would post a complaint on social media
2 in 3 Want responses to comments by same platform
Have used smartphone to comment on social media about customer service just received
China 70%
67% India
63% Indonesia
61% UAE
37% Spain
57% Singapore
33% USA
30% UK
23% Belgium
24% Germany
We collected 44,336
customer interactions on
Twitter (51%), Facebook (47%) & Forums (2%)
We categorised 12,553 social media
conversations with 13 brands in 1 week.
Compared to 2986 for 14 brands in 2 weeks
in 2011 – over 4 times the amount of traffic.
Social Media usage has grown MASSIVELY in 3 years.
© British Telecommunications plc
It’s public
It limits expression
It can be inappropriate
It can get you
slapped
“@GlobeBank I wouldn't put my bank details on here but a phone number is ok no? If a weirdo calls I can just hang up!”
“@LoFlyer Hi, thank for the response. Think I'll need an email add to make a complaint - not enough characters in a DM! Thanks”.
“@CEOSuperCo have you looked at your @SuperCo feed recently. Several men staffing it are incredibly rude and dismissive. #customercare?”
“@GlobeBank- Not sure I can do that in 126 characters...”
“@SuperCo since this is a legitimate complaint, perhaps you could reserve the emoticons for when you're texting your mates...?”
“@SuperCo you are deluded if you think I am going to reply on Twitter with my details”.
“I'm sorry but why has SuperCo replied to my tweet?”
“Seriously @BrandBank, I’m flattered you ask but haven’t you got better things to do than reply to my idle twitterings?”
The dance floor can be limiting
© British Telecommunications plc
Not all sectors are equal in the social media world.
“Big and small companies today listen like never before.
The question is whether they are “hearing” any better”, Dave Carroll*
© British Telecommunications plc
* Stephens, G (2014), Five Years of Social Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play, Future Care Initiative White Paper, http://futurecare.today/
Social activity by sector
What customers talk about on social media.
9% were about primary contact channels, e.g. contact centre, store,
branch.
© British Telecommunications plc
“Anyone know how to open a SuperCo plastic bag? It's just I have things to do tomorrow”.
“One small step for GovCo, one large step for convenience. Just did everything online. Brilliant!”
“@SuperCo hi lovely peeps! Pls can you tell me nearest store to Derby that stocks coconut yoghurt? Thx”;
“@SuperCo thanks for my “luxurious” lillies - what they lacked in flower heads they made up for in slugs”.
”@GlobeBank it would be good to be able to create travel plans that span multiple countries instead of one for each country. A bit like Google maps. Create a plan, then add countries with an “add country” button”.
© British Telecommunications plc
“@SuperCo if you were a salad, what salad would you be?”
“@SuperCo tell me a rude joke”.
“Hi @SuperCo, what do the little asterisks mean next to items on your receipts? Just curious!”
“@SuperCo what do I do if my friend's having a bad day?”
Some people just want a chat.
“TrainCo customer service is amongst the worst I have encountered. The station staff argue with info provided to me by their Twitter team and telephone customer service team despite having the information in front of me. In future I will avoid them at all cost”.
WARNING: can cause channel shift contradiction (& cost)
The challenges of social media.
© British Telecommunications plc
“@SuperCo feeling sad, you still haven't responded to my stock question from 4 hours ago”.
“@GlobeBank I finally got a response to my question but then they went quiet again. Three days for each reply is not acceptable”.
“Twitter is training people that they get faster response in that mode. Thus everyone goes there, thus it breaks”.
“@SuperCo I hope SuperCo answer my previous tweet towards them. Easy to ignore something they can't answer #RubbishCustomerService”.
But can the social channel cope?
“Sat here, reading SuperCo's wall, and the amount of complaints about being sold outdated food is baffling”.
“I don’t even bother ringing the contact centre any more. I get faster and better service on social media”.
“@SuperCo I understand that you're busy but tweets posted after mine were being answered while I was waiting for a reply. Poor customer care”.
“What saddos feel the need to moan on #SuperCo account all the time. It's hilarious reading. A person is moaning re: the staff being in the way!”
#FAILS go public. Rants breed more rants
Social breeds social…
seems to be the hardest word…
© British Telecommunications plc
“HighFlyer Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong”.
“@LoFlyer “hi Phil, we don't know what we are doing so we will keep sending the same reply. If you send us this we will do this “blah blah blah””.
“@TrainCo An apology is pointless unless measures are taken to prevent the problem recurring. Love from ALL your customers”.
“@GlobeBank: my social media tirade will continue, Including colourful derogatory language!! Until I receive a personalised solution”.
Action (not speed) speaks louder than
words
“RT reply from @Brandbank: “Hi there. I'm sorry I can only help with GlobeBank UK queries. I don't have contact details for India. Please contact them directly”.
“@SuperCo Can you please explain what is going on, lots of conflicting information coming from various departments”.
Silos are exposed
BT Contact. Relationships that grow 20
“Primal scream” Twitter.
Twitter: A great place for top-of-mind comment and opinion and whinging about bad
service generally (not detailed enough for specific complaints). Lots of questions and a
fair number of compliments. BUT very transitory.
© British Telecommunications plc
Fire in Gerrard Street exchange
Simple, transparent communication……Great in a crisis!
RichieJones Now that is transparency!! RT: @BTCare: Service restoration now underway but may take some time. See pic: http://bit.ly/gw07ZE CallMeKallam @MangaUK The exchange is in Gerrard Street, but I believe that caters for the West End. Follow @BTCare for info, they're good!
65% increase in Twitter followers:
“Brace yourselves: rare
praise for BT”
Thanks to Joanna Howard. Copyright BT Global Services, 2015
BT Contact. Relationships that grow 22
….Or in a life-and-death situation: #londonriots
Tweet from @BTCare:
“Major pressure on
999 tonight, please
call in absolute
emergency only
#londonriots”
Tweet Reach:
311,896 people, via
385 retweets
Wait time on 999:
from 41 seconds to 0
seconds
Copyright BT Global Services, 2014 Thanks to Joanna Howard. © British Telecommunications plc
BT Contact. Relationships that grow 23
Friendly Facebook: The place where loyal customers gather?
A much friendlier place than Twitter because a lot of Facebook activities
are from people who literally ‘like’ the brand. A big place for
compliments, questions and comments but can be used to complain
about service. Customers themselves may step up to defend the brand
against negativity.
Copyright BT Global Services, 2014 © British Telecommunications plc
BT Contact. Relationships that grow 24
Friendly Facebook? Not so friendly Facebook
I value my privacy and tend to prevent my profile from being
especially visible on Facebook, so I wouldn’t use it to contact
anyone outside my network.”
Agree that the ads
on Facebook are
tailored to my
interests
14%
Find it easy to
contact companies
through Facebook
pages
19%
83% have used Facebook to interact with an organisation
- 8% regularly buy products through Facebook, 24% go from Facebook to
websites to make a purchase
- 21% use Facebook as a reference to read other customers product reviews
- 20% of people expect to receive more offers and deals
- 13% would like to be able to get customer service through webchat on a
companies’ Facebook page
- Only 35% agree that organisations should always show negative views on their
Facebook page
See the number of ‘likes’ on a company’s
page as a mark of its success
22%
Copyright BT Global Services, 2014 © British Telecommunications plc
BT Contact. Relationships that grow 25
Community collaboration: Forums.
Forums tend to be a little more niche than Twitter or Facebook. A big
place for compliments and comments but they also give customers the
space to deliver EXTREMELY LONG rants. Content stays there for years.
Often anonymous – often staff commenting.
Copyright BT Global Services, 2014 © British Telecommunications plc
BT Contact. Relationships that grow 26
A funny thing happened on the way to the forum…
Copyright BT Global Services, 2014
How to be Lords of the Dance…
Ability to switch
between public & private Immediacy:
value add & challenge
Define social’s role in the
overall customer
experience
Listen, respond,
learn, measure Get a good
dance partner
Don’t just say sorry
Define service levels
Signpost appropriate
dance floors
© British Telecommunications plc
“Customers must want social servicing. The
challenge is they [marketing] were not fully
listening to these complaining customers,
and I am not sure companies are still doing a
great job at that. Customers never wanted social customer service, they want to be treated
right the first time”, Frank Eliason*.
* Stephens, G (2014), Five Years of Social
Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play,
Future Care Initiative White Paper, http://futurecare.today/ .
Let’s Dance…
Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team [email protected] @DocNicola Copyright BT Global Services, 2015