everything you wanted to know about using social channels in customer service (but did not know who...
DESCRIPTION
presentation given at the #SSBS12 event in London on using social customer serviceTRANSCRIPT
everything you wanted to know about customer service
using social
but had no one to ask… until now
90% percent
of transactions for
customer service
happen offline
86% of organizations
use twitter, facebook
(or both) for
customer service
66% have no
defined processes
for customer service
over social channels
68% were not able
to calculate
ROI before deploying
8% found
the expected
ROI
none of them
are sure if
they are doing
the right thing
what is customer service using social?
• customer service over social channels
– social media = channels
– service = service
– customers = customers
• in reality, it is a knee-jerk, tactical reaction to customers enjoying the power of social channels to complain, done badly (for the most part…)
why do you have to worry?
• social customer has power, a voice, and demands
• potential savings that talk to your real need – save money in servicing the customer
• new channels must be served, the experience continued
• it’s the future, there is no turning back
how to do it? cross-channel
S
M
W
E
P
C
S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge
1980 1995 2010
S W E C P M
R K D
R K D
R K D
R K D
R K D
R K D
W
M
S
E
P
C
D
K
R
silo single channel
semi-integrated multi-channel
integrated cross-channel
D
K R
UC
how to do it? change the metrics
customer agent
efficiency (cheap, fast operations) effectiveness (right answer, time)
process
satisfaction
end-to-end efficiency and effectiveness index
performance training loyalty
readiness
how to do it? process-driven
validate implement measure design
existing processes
involve customers
paper experiences
involve stakeholders
customer segmentation
virtual designs
create new experiences
deploy pilots
process prioritization
correlate metrics
analyze
insights
summarize changes
collaboration
target
acquire retain
manage
how to do it? experience-centric
how to do it? experience-centric
how to do it? channel stats
twitter facebook communities Phone email chat
number of interactions
4 6 2 (*) 2 6 12
total work time (AHT)
1.5 6 0 (*) 6 12 8
percent escalated
95 98 34 (*) 12 6 6
number concurrent
8 4 0 (*) 1 6 2-3
FCR percent 1 1 62 (*) 75 89 78
(*) depending on staff participation, model varies wildly
what does it look like?
customer partner employee
sales HR
customer products operations legacy
Centralized Process Execution Framework (Customer Interaction Hub)
shipping billing customer
service
social top issues
• communities – tribal knowledge – reduced costs – branded
• facebook – integration – API
• twitter – limits – tools
discuss….