the future of customer service - the rise of the social customer
DESCRIPTION
A report from ItsOpen and first directAuthor: Dr Andrew CurrahExecutive Summary: Natalie Cowen, Head of Brand and Communications, first directThis report examines the role played by social media within the rapidly changing landscape of customer service. The report was commissioned by first direct and is based on the insights of executives, technologists and theoretical experts.TRANSCRIPT
![Page 1: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/1.jpg)
FUTURE OF CUSTOMER SERVICE the rise of the social customer
![Page 2: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/2.jpg)
presents a practical step-by-step framework to help organisations prepare for the social future of customer service
aim of the report
to examine the role of social media in the rapidly-changing customer service environment
![Page 3: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/3.jpg)
old customer service: ☹
“2011 was the year that 20th century customer service began to disappear”
Paul Greenberg, CRM at the Speed of Light
![Page 4: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/4.jpg)
the rise of the social customer
"the institutions of modern developed societies, whether governments or corporations, are not prepared for this new social power. People are changing faster than companies"
David Kirkpatrick, Social Power and the Coming Corporate Revolution
![Page 5: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/5.jpg)
the conversation prism
by Brian Solis & JESS3: theconversationprism.com
![Page 6: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/6.jpg)
customer expectations increasing
![Page 7: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/7.jpg)
social enterprise ☛ social customer
"customers are people, people you connect with, talk to, advocate for, listen to"
customer service can no longer operate as a silo away from other business units
Marc Benioff, CEO Salesforce
![Page 8: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/8.jpg)
social requires executive support
to take root, the social enterprise will depend on an executive leadership that recognizes the long-term value of its core elements
![Page 9: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/9.jpg)
![Page 10: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/10.jpg)
![Page 11: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/11.jpg)
![Page 12: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/12.jpg)
the frontline needs data
CRM software is the hallmark of the social enterprise. Designed to record the collective knowledge of the enterprise, as well as ongoing interactions with customers
![Page 13: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/13.jpg)
![Page 14: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/14.jpg)
using the conversation prism
it is vital that companies fully understand where, why and how their customers are using social media before they upgrade their customer service operation
by Brian Solis & JESS3: theconversationprism.com
![Page 15: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/15.jpg)
![Page 16: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/16.jpg)
scale via advocacy and community
"no matter how many community managers a company hires, they’ll never be able to match the number of active customers... who generally know more about the company’s services and products"
Jeremiah Owyang, Altimeter Group
![Page 17: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/17.jpg)
![Page 18: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/18.jpg)
10 steps to the future
1. executive team
2. detailed audit
3. conversation prism
4. multi-channel strategy
5. training and guidelines
6. customer service link to business unit
7. identify CRM vendors
8. evaluate CRM vendors
9. consult with chosen CRM vendor
10. define metrics for CRM
![Page 19: The future of customer service - the rise of the social customer](https://reader034.vdocuments.mx/reader034/viewer/2022051817/547c39abb4795993508b45f9/html5/thumbnails/19.jpg)
conclusions
the social enterprise places the social customer at the very heart of its day-to-day operations
a social customer service model reduces costs and increases customer loyalty