Call Centre Focus Nokia Social Customer Service
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The Customer Service Customers WantDelfin Vassallo - @DJVassallo
Social Media
Something to think about2012
Consumer demand for smartphones
grew globally by 56 %
2013Smartphone growth driven by availability of affordable models
<€200
It is expected this growth will continue at double-digit rate,
particularly in China and emerging markets
More consumers use Smart Devices >> More consumers will use Self Support channels to engage
We need to be where our consumers are
Source: Coleman Parkes, IBM on Social Business
Social Media - FactsBy 2013 Social Media has become a major trend worldwide:
Social Media adoption reaches 75% of European population, 92% in LTA countries
and 95% of Chinese living in cities of +2.5 million.
Forums are one of the most popular places for consumers to get product advice.
Community usage for customer service increased 25% in the past three years
500+ million tweets are posted everyday. Youngsters are ditching emails & SMS in favour of Twitter.
World’s largest social platform: +1 billion users, spending an average of 30 mins every day
The second most used search engine after Google.
Source: Incite – Nielsen: State of the Social Media 2013, Forrester: Top 15 Trends For Customer Service In 2013
Consumers with positive customer service experiences are more likely to re-purchase and to recommend
your product.
4Source: Dimensional Research, Zendesk.com
What our customers say?
Social Customer ServiceThe Next Step in Customer Care
• The way customers engage with companies is shifting from telephones and email to social and mobile applications.
• Social Media has changed the way we all serve and support our customers
Social Customer ServiceAnswer customer’s support questions on social platforms
By 2020 – 90% customer care will be on social media.
Gartner
Social Customer Service Evolution2012
Nokia Support Discussions
Languages Supported: 1Avg. Monthly Visitors: 900,000
Avg. Monthly New Threads: 2,800
TwitterAvg. Monthly Cases Handled:
600
2013Nokia Support
DiscussionsLanguages Supported: 10
Avg. Monthly Visitors: 1,560,000
Avg. Monthly New Threads: 5,300
TwitterAvg. Monthly Cases Handled:
4,200
FacebookAvg. Monthly Cases Handled: 0
FacebookAvg. Monthly Cases Handled:
6,700
Cross-functional
collaboration
Nokia Social Customer Service
Active Monitoring
+Responding
Care Social Media
Best Practices
When solving issues Care generates value by driving engagement and loyalty
Bespoke approach on Social PresencesNokia Support Discussions
Making it happen
Implementation
People Processes Tools
W1
W2
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W6
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W8
W9W
10W
11W
12W
13W
14W
15W
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22W
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31W
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33W
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35W
36 -
10,000
20,000
30,000
40,000
50,000
60,000
-
20,000
40,000
60,000
80,000
100,000
120,000
Num Visitors
Page Views
Visit
s
Tracking ForodeAyuda.Nokia.com
W1
W2
W3
W4
W5
W6
W7
W8
W9W
10W
11W
12W
13W
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15W
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17W
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29W
30W
31W
32W
33W
34W
35W
360
200
400
600
800
1,000
1,200
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
7.7%
10.4%9.9%9.6%
7.9%6.6%6.2%
5.4%4.6%
3.7%4.4%
3.7%3.4%3.4%2.9%2.9%2.7%2.2%2.0%2.4%2.3%2.0%2.2%2.1%2.3%2.1%1.8%2.4%2.5%2.5%2.5%2.5%2.2%2.2%2.3%2.3%
6%7% 7% 7% 7% 7% 7%
8% 8% 8% 8% 8% 8% 8% 8% 8% 8%9%
8%9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9%
New ThreadsNew PostsComm VibrancySolved Threads
W6
W7
W8
W9
W10
W11
W12
W13
W14
W15
W16
W17
W18
W19
W20
W21
W22
W23
W24
W25
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W27
W28
W29
W30
W31
W32
W33
W34
W35
W36
-
100
200
300
400
500
600
700
-
1.00
2.00
3.00
4.00
64 225 248 436 444 124 210 305 314 489 233 422 195 326 238 458 325 276 305 337 292 313 278 410 250 286 354 578 478 526 520 11
91 56
105 100
13 28
33 2
20
12
43
3
60 21
46
26 6 53 13
14 2 9
9
15 4
1
30
30 19 26
Cases EscalatedCases Solved FCRResponse Time
Case
Vol
ume
Hour
s
Tracking
W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W360
100200300400500600700800
195 190 206 338 370 330 372 240 324 257 461 471 320 417 389 541 501 666 556
3 2 7
28 26 1724
143
16
15 32
2912 4
67 60
41
40
Cases Escalated
Cases Solved FCR
Reporting results
• Traditional channels volume vs social media volume.
• Every case solved on social media is one call less to the contact centre.
• Cost per call vs Cost per tweet.
Nokia Social Customer Service Success
15
@NokiaHelpsInterbrand’s Top 100 Brands:
•6th place by engagement (10.6k mentions)
•5th fastest to respond to customers (3.7hrs)
•3rd place for Response Rate (72%) - just behind Ford and NikeSource: Simply Measured, March 2013. Analysing Interbrand’s Top 100 Brands and showing how companies with dedicated customer service Twitter accounts are getting the best results when engaging and solving customers queries.
@NokiaCareFR
French Magazine 01Net, Sept services après-vente Twitter au banc d’essai:
•Only Twitter Customer Service with Five Stars
•“Impeccable service from every angle. A model of speed and efficiency”
Source: 01Net Magazine with data from Bearing Point, April 2013
The most important success metric:What our customers like and want
I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great!
Super! Our friends @NokiaSoporte are on Twitter. Welcome! #Nokia users you know where to send your questions!
Nokia launched support via Twitter? Interesting, congrats for the initiative!
Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much!
Now I’m happy Thanks and I’ve to say: Lumia 920 is a great work tool. Android get ready to (finally) lose a big market slice!!
Yes, super, thank you very very much for the fast reply. Best support for emergency cases :) !
Thanks!Delfin Vassallo
@DJVassallolinkedin.com/in/delfinvassallo
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