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The presentation of Dr. Nicola Millard, BT Global Services, at the 5th Social Media Day on 28-05 in Antwerp, Belgium.
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BT Contact. Relationships that grow
Serving The Social Customer
Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]@DocNicola
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 2
Easy does it!
Copyright: BT Global Services, 2014
5%Felt they had got good value for money when they had a difficult experience
44%Say that loyalty to companies is a thing of the past (50% in the UK).
BT Contact. Relationships that grow 3
“Net Easy” does it.
Making it Easy is the missing link between operational quality and loyalty:
Operational performance
Customer experience
Advocacy
Incremental valueChurn
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, 2014
BT Contact. Relationships that grow 4
Some channels are easier than others.
Thanks to: Joanna Howard
So
cialC
hat
letters
Online self-serve
Voiceemail
Voice auto
Copyright: BT Global Services, 2014
What’s so ‘easy’ about digital and social media?
Human, 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, 2014
BT Contact. Relationships that grow 6
Speed of change is accelerating.
Copyright BT Global Services, 2014
say they constantly change the way they deal with organisations
say organisations make it easy to switch between different channels
1:2 17%
BT Contact. Relationships that grow 7
Connecting the networked expert
Consumers often or sometimes struggle with employees…
58%Have got better help from other consumers than employees
70%Often I know more about the problem than the employee
85%Put me on hold as they don’t know what to say
79%Employees have struggled to answer my queries
86%are happy to be transferred to someone trained to answer complex questions
2:3Have a better call if advisor has same interests as me
Employees need help to deal with today’s consumer
Copyright BT Global Services, 2013
BT Contact. Relationships that grow 8
Webchat – The digital champion?
88%Of advisors rated Webchat as good or very good
26%Of customers use webchat as a preferred contact channel currently
82%Of customers rated Webchat as good or very good
15%Increase in productivity compared to phone
9 in 10 consumers want support while online
68%Would like to have webchat offered whilst online
89%Want my queries answered by a personwhilst shopping online
Copyright BT Global Services, 2013
BT Contact. Relationships that grow 9
Mind the smartphone generation gap!
16-34 year olds driving smartphone commerce
Copyright BT Global Services, 2013
BT Contact. Relationships that grow 10
Social media usage increases.
Growth in social media to interact with organisations: 39% of smartphone users do it while on the move
39%used their smartphone to comment on Facebook or Twitter about customer service just received
23%trust content on organisations websites
19%Find it easier to contact organisations via Social Media
only
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 11
There are very big differences between sectors.
Source: Serving the Social Customer, 2012, Dr Nicola Millard: Sample of customer activity with 14 brands in 2 weeks
21
3
4
5
6
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 12
Why customers use social media.
84% were about failures in traditional contact channels
Copyright BT Global Services, 2014
Source: Serving the Social Customer, 2012, Dr Nicola Millard: Sample of customer activity with 14 brands in 2 weeks
BT Contact. Relationships that grow 13
“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.
Copyright BT Global Services, 2014
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/gw07ZECallMeKallam @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, 2014
BT Contact. Relationships that grow 15
….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, 2014Thanks to Joanna Howard.
BT Contact. Relationships that grow 16
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
BT Contact. Relationships that grow 17
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 organisation83% 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
BT Contact. Relationships that grow 18
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
BT Contact. Relationships that grow 19
A funny thing happened on the way to the forum…
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 20
Networking experts: @BTCare & @BTBusiness.
Thanks to Dr Simon Thompson .
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 21
Networking social experts.
Voice
Webchat
VoIP
SMS / MMS
‘Call me’
Video
Social Media
Home Workers
Branch Offices
Remote Workers
Mobile Workers
Contact Centres
HQ
Copyright: BT Global Services, 2014
BT Contact. Relationships that grow
Thank You!Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]: @DocNicolaBT Let’s Talk Blog:http://letstalk.globalservices.bt.com/en/author/nicolamillard/
Copyright BT Global Services, 2013