Humanizing or automating customer care? FROM SOCIAL MEDIA TO CHATBOTS @djvassallo /in/delfinvassallo
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Humanizing or automating customer care?FROM SOCIAL MEDIA TO CHATBOTS
@djvassallo
/in/delfinvassallo
LBI - Microsoft
BE WHERE YOUR CUSTOMERS ARE
By 2020 – 90% of customer service will be on social media
Gartner
LBI - Microsoft
SOCIAL CARE PROVEN ROIResponding to a complaint in social media generates ~20% lift in brand advocacy.Not responding to a complaint in social media decreases customer advocacy by 43%
Jay Baer on “Hug Your Haters”
Customers are willing to spend up to 20% more with a business that has responded to a customer service tweet
Twitter Research October 2016
https://blog.twitter.com/2016/study-twitter-customer-care-increases-willingness-to-pay-across-industries
BRANDS ARE SEEING VALUE FROM SOCIAL CUSTOMER CARE
Has Social Customer Care been an ROI driver of your business?
Has Social Customer Care been an COST SAVER for your business?
YESNO44.2% 55.8% 41.9% 58.1%
Data from Business Insider, survey by Socialbakers
Microsoft Mobile Social Care Landscape67facebook
pages
34twitter handles
70k cases processed monthly (200k messages read)95%
26M visits to MMOC annually
2.2Munique visitors monthly
58M page views annually
fan interactions are support-related(average)
60%facebook is the largest social care venue by volume49%
8 contact centers working 24/7145 social media staff
solved in-channel
24 languages
5 other(VKontakte, Yandex, Baidu, Sina Weibo, Tencent)
12communities
facebook2h response time
(average)
Twitter Playbook for Customer Service http://bit.ly/TW4CustServPlay
20x volume growth YoY 2013-2014-2015
40+ recognitions & awards
50% reduction cost per case
Twitter Playbook for Customer Service
Largest Facebook brand pages in Poland
Socialbakers Sept 2016
TOP SOCIAL CARE BRANDS ON FACEBOOK (GLOBAL)Rank Brand Industry Country Questions Received Response Rate
1 Telkomsel Telecoms Indonesia 346 942 96.2%
2 Robi Axiata Limited Telecoms Bangladesh 198 418 99.9%
3 Grameenphone Telecoms Bangladesh 14 601 99.0%
4 TIM Telecoms Italy 7 539 99.3%
5 KLM Royal Dutch Airlines Airlines Netherlands 7 638 97.7%
6 banglalink mela Telecoms Bangladesh 7 662 88.7%
7 YouSee Telecoms Denmark 5 955 99.5%
8 Orange Telecoms Poland 5 578 98.6%
9 Telkom Care Telecoms Indonesia 5 312 99.9%
10 Deutsche Bahn Services Germany 5 275 98.0%
The business case for Social Care is done
Now What?
Socialbakers & Statista: September 2016
1.7 Bn
500 M313 M
450 M100 M
1+ Bn
20 M
555 M
100 M 112 M
55 M
1.1 Bn
CONNECTING & CONTENT
1B
806 M
218 M
200 M
MESSAGING
S300 M
Socialbakers Sept 2016
POPULARITY OF SOCIAL APPS BY MARKET1st 2nd 3rd 4th 5th 6th
United States Messenger Instagram Snapchat YouTube Facebook WhatsApp
Germany WhatsApp YouTube Messenger Instagram Facebook Snapchat
UK WhatsApp Messenger YouTube Facebook Snapchat Skype
France Snapchat Messenger YouTube WhatsApp Facebook Instagram
Spain WhatsApp YouTube Instagram Messenger Facebook Snapchat
Italy WhatsApp Messenger Facebook YouTube Instagram Snapchat
Russia Periscope WhatsApp VK Viber Instagram YouTube
Ukraine BiP Messenger Viber VK YouTube Instagram Skype
Poland Messenger Facebook Snapchat WhatsApp Instagram Skype
Singapore WhatsApp Messenger Facebook Instagram Wechat Snapchat
Indonesia Line WhatsApp Instagram Facebook YouTube Path
Japan Line Instagram YouTube Twitter Facebook Messenger
South Korea YouTube KakaoTalk Instagram Facebook Messenger -
Vietnam Facebook Messenger YouTube Viber Instagram Line
India WhatsApp Facebook Messenger YouTube Instagram Skype
Brazil WhatsApp Messenger Facebook Snapchat YouTube Instagram
Mexico WhatsApp Messenger Facebook YouTube Instagram Snapchat
Colombia WhatsApp Messenger YouTube Facebook Instagram Snapchat
Turkey WhatsApp Facebook Messenger Instagram YouTube Snapchat
Saudi Arabia Snapchat WhatsApp Instagram Line Telegram Twitter
United Arab Emirates WhatsApp iMo Facebook Skype Messenger YouTube
Pakistan WhatsApp YouTube Facebook Messenger iMo Skype
Phillippines Messenger Facebook Instagram YouTube Snapchat Viber
Egypt Facebook Messenger WhatsApp YouTube Instagram Line
South Africa WhatsApp Facebook Messenger Instagram Snapchat Skype
1st 2nd 3rd 4th 5th 6th
United States Messenger Facebook Snapchat Instagram WhatsApp Kik
Germany WhatsApp Messenger Facebook Instagram Skype Snapchat
UK WhatsApp Messenger Facebook Instagram Snapchat Skype
France Messenger Facebook Snapchat WhatsApp Instagram Skype
Spain WhatsApp Facebook Messenger Instagram Skype Snapchat
Italy WhatsApp Messenger Facebook Instagram Telegram Skype
Russia WhatsApp VK LINK Viber OK Skype
Ukraine Link Messenger Viber VK Skype OK Facebook
Poland Messenger Facebook Snapchat Instagram WhatsApp Skype
Singapore WhatsApp Facebook Messenger Wechat Instagram Viber
Indonesia Line WhatsApp Messenger Instagram Line Path
Japan Kakao Instagram Twitter Facebook Messenger Skype
South Korea Facebook Facebook Messenger Instagram - -
Vietnam WhatsApp Zaio Messenger Viber Line -
India WhatsApp Facebook Messenger Hiku Instagram Skype
Brazil WhatsApp Facebook Messenger Instagram Snapchat iMo
Mexico WhatsApp Messenger Facebook Instagram YouTube Snapchat
Colombia WhatsApp Messenger Facebook Instagram Snapchat -
Turkey WhatsApp Facebook Messenger Instagram Snapchat BiP Messenger
Saudi Arabia WhatsApp Facebook iMo Messenger Instagram Snapchat
United Arab Emirates Facebook WhatsApp iMo Messenger Skype Viber
Pakistan WhatsApp Messenger Facebook iMo Instagram Skype
Phillippines Facebook Messenger Instagram Viber Skype YouTube
Egypt Facebook Messenger WhatsApp Instagram Viber iMo
South Africa WhatsApp Messenger Facebook Instagram BiBM iMo
iOS Android
WHAT’S NEXT?2010’s Social Media channels One-to-many model
2016 ChatBots + AIOne-to-bot model
1980’s Traditional call centreOne-to-one model
1990’s Additional channelsOne-to-one model
“BOTS WILL BE AS BIG AS MOBILE APPS”
WHAT IS A CHATBOT?
Piece of software that follows predefined workflows,
interacting with customers inside of
messenger apps
Artificial Intelligence is a set of tools designed to make technology interact with people in a more human fashion.
Including understanding intent, context, or emotion, recognizing
images or sounds, and learning over time
Hi! How can I help you today? ;)
LBI - Microsoft
• Building rapport and trust• Inspiring positive feelings• Human agents to connect with
customers using emotional intelligence and instinct
• Front line communication• Answering FAQs & routine tasks• Routing complex cases to the best
possible human agent
HUMANIZATION <> AUTOMATION
Humor
Empathy Emotion
Understanding
Efficiency Speed
Precision Impersonal
KEY TAKEAWAYS
With proven ROI Social Care is a must nowadays
1Making it easy will make customers
feel empathy
32-3 years
customers learn to adopt and use bots
2Automation will improve human
connections
4
@djvassallo
/in/delfinvassallo
QUESTIONS FOR THE
BOT?
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