How Social Media Is Starting To Change We Organise And Deliver Customer Service

S o c i a l M e d i a & C u s t o m e r S e r v i c eA BrainFood Product © BridgeHouseConsulting Ltd 2010 more info at www.brainfoodextra.com

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Co- Designing Sky’s

E-Service


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Understanding the new politics between

socially empowered customers and

brands


Connectivity Causes A Shift In Power

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In How We Relate

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In How Well We Relate

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You Say Nothing Is More Important, But…

Do I Matter?

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Is This How You Experience My Customer Journey?

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I Am A New Type Of Customer

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Snapshot Of The ‘Social’ World

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Broadcast v Listen

62%Felt that ‘companies are only

interested in selling products and services to me, not necessarily the product or service that is right for me’

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Transparency & Trust

7%Trusted companies to ‘always act in their best interest’

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Self Generated Fantasy

9%Trusted what the company says about itself

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Importance As Stakeholder

10%Thought companies took note

of what they said

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Trusted Advice

95%Used some form of internet

comparison siteformal and informal locationsfriends, families, professional reviewspeople they believe are similar to themselves

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Open To Dialogue

69%Believed there would be a positive impact from companies taking more time to find out about their needs and interests

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Open To Participation

82%Were interested in participating in product developmentBelieved it would make them more likely to tell others about the company

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Why FAQs and Web Chat are no longer adequate

online responses


How We Spend Our Time Online In UK

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http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/05/uk-web-usage.png


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Mobiles Drive Social Networking Growth


Your Impact Is Now Very Public


Traditional v New Assumptions

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Traditional Versiontactically integrated channels

Emerging Versionmulti-channel & social platforms


CRM Goes Social

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Exporting your customer services

into customer's online environments


Facebook & Twitter

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Source: The Social Customer Engagement Index – 118 organisations June 2010


Majority Started Within Last 12 Months

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Volumes Still Small

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Going Where The Customers Are


Customers can post a comment to a brand’s Facebook Support wall, which is then pushed into the support system as a ticket with the Facebook customer listed on the ticket

The customer service representative can push an update by responding directly on the wall

Capabilities includeSelf service via a searchable FAQ

Live chat

Real time monitoring of posts and comments

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Create clear channel guidelines

Vodafone have ensured they can dedicate the VodafoneUk account to customer service, by creating a separate account to broadcast exclusive news and latest deals called VodafoneUkdeals

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http://twitter.com/vodafoneuk

http://twitter.com/vodafoneukdeals

http://trendplanner.files.wordpress.com/2010/05/vod_twit.jpg


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Customer Service Via Customer Communities


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The knowledge Base is managed and maintained by an organisation’s customer base

It feeds and is fed by a number of social support functions

Blogs, Ideation, product/service specific user forums


One Clear Reason For Communities

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Where Communities Fit

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Examples of how this is working


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‘Ask Wells Fargo’ supports customers in real time –while keeping true to their bankers hours tradition. Rather than

hide behind a logo, they use real human voices and names,

increasing trust

Real Time Support


‘Cloud’ Based Community Support

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Example Of Current Best Practicemass employee participation


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Example Of Current Best Practicetwitter logon


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Example Of Current Best Practicedesign layout


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Example Of Current Best Practice‘multi-modal’ access to knowledge


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Example Of Current Best Practicedepth of video catalogue


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Example Of Current Best PracticeLithium’s approach to recognition


RESULTS

In 2009 2.5m customers posted 79,000 messages and read over 81m messages95% of community conversations are

peer-to-peer supportThe Community provides about a $5m benefit to the organisation

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Example Of Current Best Practicesocial media policy to empower employee participation


New Style Social Media Centres

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Keep Separate Or Integrate Into Call Centre? View online debate @

http://www.web-strategist.com/blog/2010/10/14/social-media-mission-control-the-contact-center-must-evolve-socialsupport/




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Implication for your 2011

strategy and plan


1. Find out if your customers use social media and visit social networks

2. ‘Listen’ and find out if and where you need to intervene

3. Work out how the customer journey will now work4. Understand what implications this has on workflow,

systems and resourcing5. Decide where it sits and internal ownership

1. Within call centre2. Separately

6. Consider the use of customer communities7. Stay up to date with best practice as it emerges

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How Social Media Is Starting To Change We Organise And Deliver Customer Service

Business

social media

customer communities

customer journey

service

customers

info

current

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