Maximizing the value of social service by Tony Krajewski Deloitte

Maximizing the value of Social Service

Tony Krajewski Principal, Deloitte Consulting December 11, 2012

Copyright © 2012 Deloitte Development LLC. All rights reserved. 2

People have changed how they work… and they expect you to be social.

Socially connected Individuals are constantly connected to their social networks, resulting in increased collaboration, in which individuals are influenced by and influencers of their peers Technically connected Individuals are constantly connected to the Internet through smart, portable, and highly usable devices Behaviorally connected Companies are gaining more detailed information about individuals, enabling more compelling engagement through marketing and product/service offerings that are tightly linked to past patterns of behavior

Connected Active Informed

People want to collaborate with the best people across their organization and to have real-time access to information, just like they have in their personal lives.

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The environment in which we provide service and support has shifted

Work can now happen anywhere, creating a need for data and applications to be hyper-available

Mobility

The velocity of change is accelerating…

Cloud

Analytics

Real-time insights and predictive analytics

Social

Social networks have elevated expectations around customer, suppliers and employee connectivity

Security Privacy Social Service

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Move the needle on a metric that matters

Pick a driver and ask yourself, how will we improve this?

Marketing: Determining Fit

Sales: Committing

Support: Maintaining & Strengthening

Functional Capabilities

Social Intelligence Capabilities

Foundational Capabilities

Collaboration Capabilities

Socially Integrated Campaigns

What capabilities matter?

Core business functions

enhanced by Social Media

Product Concepts & Debuts

Social Lead Management

Social Commerce Platform

Proactive Social Support

Social Command Center

Social Sales Social Media Knowledge Base

Enterprise Social Collaboration

Enterprise Social Promotion

Partner Collaboration Customer Collaboration

Gamification & Behavior Management

Social Monitoring Routing & Responding to Intel Voice of the Customer Competitor’s Customer

Voice

Digital Content Management Governance & Policies Change Management Social Analytics

Community Management Integrated Social Tool Suite Social Identity Management

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Define Your Social Vision, Strategy and Roadmap Social

Business Blueprint

Identify metrics that

matter

Conduct current State Assessment

Define the strategy — business,

technology and change

Define the social

enterprise roadmap

Prototype capabilities to

spark innovation

Identify the future-state

social solution architecture

1. Vision 3. Strategy 2. Assess

Communicate and evangelize

the transformation

4. Roadmap

Conduct social

competitive landscape analysis

Assess social capabilities

using personas and

use cases

Social Plan

Reimagine your social enterprise

Identify social value drivers

Social Business

Innovation Workshop

Mapping out the journey

Transforming customer service at Yamaha A case study on social customer service

Yamaha had their customer data spanning silos …

1. Unified CRM is a must

2. Date-driven culture

3. Every customer touchpoint

Three key elements to Yamaha’s CCY Project:

Salesforce CRM

Call Center Case Data

Social Profile Data Web Analytics

Data

Product Registration

Data Marketing Campaign

Data Leads/

Contacts Survey Data

Phone

Email

Web

Mar

ketin

g C

usto

mer

S

uppo

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Yamaha’s original CRM Functional Architecture

Yamaha CCY – Service & Support Makeover

• The makeover focused on social media and fixing silo challenges.

The 7-week effort yielded an updated user interface, designed to increase rep productivity, improve customer data quality, and enhance the customer’s experience with Yamaha Customer Support.

• Reps see more info on one screen, reducing clicks and scrolling, saving time on calls

• Reps can have multiple cases and other records open at once, enhancing ability to multi-task

• Console warns of unsaved changes, reducing errors and re-work

• Emails are auto-matched to customer accounts, and products are registered more quickly, reducing time and increasing accuracy of case creation Reorganized, streamlined Case

Detail screens

Collapsible Customer Highlight Panel

Tabs to display multiple records

Service Cloud Console Enhancements …

Salesforce CRM

Call Center Case Data

Social Profile Data Web Analytics

Data

Product Registration

Data Marketing Campaign

Data Leads/

Contacts Survey Data

Phone

Email

Web

Mar

ketin

g C

usto

mer

S

uppo

rt

Yamaha’s original CRM Functional Architecture

Call Center Case Data

Social Profile Data Web Analytics

Data Product

Registration Data

Marketing Campaign

Data Leads/

Contacts Survey Data

Phone

Email

Web

Social New Channel X, Y, Z

New data points 1, 2, 3

Yamaha’s revised CRM functional architecture

Salesforce CRM

Costs More Cost Less

Phone Support Self Service • FAQ’s • Website – Specs

Less Personal More Personal

Twitter, Facebook, E-mail

Balance is important

• Happier agents • Less clicks • Emails trending down • Holistic customer view

Results

• Technology is easy, change is harder • You don’t know what you don’t know • Happy agents lead to happy customers • Happy customers lead to interactions and transactions

Key learnings