the rise of social customer service - luke brynley-jones, our social times
Post on 20-Oct-2014
494 views
DESCRIPTION
TRANSCRIPT
![Page 1: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/1.jpg)
Luke Brynley-Jones
The Rise of
Social Customer
Service
![Page 2: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/2.jpg)
Customers are
engaging with
brands
![Page 3: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/3.jpg)
Source:
Fishburn Hedges & Echo
“The Social Media Customer” May 2012
Poll of 2,000 UK consumers
Brand Interaction
![Page 4: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/4.jpg)
Customers
expect support
![Page 5: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/5.jpg)
Research: Eptica Multichannel Study 2012
![Page 6: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/6.jpg)
![Page 7: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/7.jpg)
![Page 8: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/8.jpg)
Customers Are Learning
Source: UK Consumer Advice Site
![Page 9: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/9.jpg)
Service Follows Sales
• 12 of the top 20 Facebook pages (UK Retailers) are
actively selling to followers from the site
• Either directly or by pushing users back to product pages
on websites eDigitalResearch’s Social Media Benchmark July 2012
![Page 10: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/10.jpg)
They Breathe It
![Page 11: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/11.jpg)
Tweets
about the
London
riots
reduced 999
waiting
times from
41 seconds
to 0
seconds
300,000
customers
were
reached
54,000 calls
are
deflected
from call
centre each
month via
social media
![Page 12: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/12.jpg)
Multi-Lingual Help
![Page 13: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/13.jpg)
Human Chemistry
![Page 14: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/14.jpg)
![Page 15: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/15.jpg)
![Page 16: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/16.jpg)
NPS score
![Page 17: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/17.jpg)
![Page 18: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/18.jpg)
Fragmented CX
![Page 19: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/19.jpg)
Integrated CX
![Page 20: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/20.jpg)
Resourcing Failures
Giff Gaff
8 hr outage
16.3.2012
Eurostar
Train
5.3.2012
Barclays
Online Banking
30.3.2012
Sky
Chelsea v Barca
24.4.2012
Source: EngagementIndex
![Page 21: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/21.jpg)
Resourcing Strategy
5,000 People Trained
2,000 People Certified
By Dell University
2,200 Trained &
Mentored To Answer
Questions Sent To
Twelpforce
150 Trained & On Stand By
For Emergencies
![Page 22: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/22.jpg)
Brand Corrosion
![Page 23: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/23.jpg)
“It is impossible for enterprises to create an
exceptional social service experience if they
provide a sub-par experience via traditional
support channels.“
Paul Greenberg,
Author and industry Social CRM expert
The Key Lesson
![Page 24: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/24.jpg)
Reputational Risk
![Page 25: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/25.jpg)
Reputational Risk
![Page 26: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/26.jpg)
Approaching the end of the first day, this mass of negative
tweets had reached an estimated 1.7 million people.
Reputational Risk
![Page 27: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/27.jpg)
Reputational Risk
![Page 28: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/28.jpg)
Reputational Risk
![Page 29: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/29.jpg)
Even BAU Is Tough!
Source: Brandwatch
![Page 30: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/30.jpg)
Customer Experience
How do social channels need
linking with existing channels to
unify customer journeys?
![Page 31: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/31.jpg)
Mobility
How Does Mobility Change Social
Customer Service Expectations ?
![Page 32: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/32.jpg)
Resourcing
How is a 24x7 global demand
resourced if needed?
![Page 33: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/33.jpg)
Culture
Is the more informal style of
social interaction at odds with
traditional customer service?
![Page 34: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/34.jpg)
Scalability
Will our listening strategy cope
with increased volume?
![Page 35: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/35.jpg)
Visibility
Social Media workflow has little
legacy integration, 360º views or
reporting. What’s the right
infrastructure?
![Page 36: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/36.jpg)
Customer Data
Should we be collecting social
graph data and social
interactions?
![Page 37: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/37.jpg)
Escalation
How can we maintain service levels
when managing complex cross
functional issues?
![Page 38: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/38.jpg)
Learning
How do we turn the wealth of real
time insight being offered into
organisational momentum?
![Page 39: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/39.jpg)
Knowledge
How do we effectively share across
all channels?
![Page 40: The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5444dc3cb1af9fdd748b45ae/html5/thumbnails/40.jpg)
SLAs
Source: Conversocial