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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Hi,
You are very welcome to use this material for your own personal use
However this material in not intended for unrestricted sharing. So
please ask me if you want to send this to others. Thank you!
If there is anything you want to ask or need help with please get in
contact. Always pleased to help. Some of the issues are also
debated on my blog (www.brainfoodextra.com) which is another free
source you can access
Martin (Hill-Wilson)
Email - [email protected]
Twitter - martinhw
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Social As Part Of A Full Multi-Channel Strategy
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
WEB
SITE
Ratings & Reviews
Forums
Blogs
Ideation
Knowledge Base
Q&A
Forums
Blogs
and more
and more
Source:
Social Customer Service
Ecosystem
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Social Listening
WEB
SITE
Ratings & Reviews
Forums
Blogs
Ideation
Knowledge Base
Q&A
Forums
Blogs
and more
and more
Source:
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Industrial Strength
“We opened the doors to our Social Media Listening
Command Centre, which allows us to monitor over
22,000 daily posts related to Dell as well as mentions on Twitter”
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
More Than Spreadsheets!
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
“Using a social media monitoring tool to identify
where we are being talked about, who is talking,
their sentiment towards us, their influence on others..”
Social Analytics In Action
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Communities
WEB
SITE
Ratings & Reviews
Forums
Blogs
Ideation
Knowledge Base
Q&A
Forums
Blogs
and more
and more
Source:
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
“What happens when we treat customers as part of the company?”
Lyle Fong CEO & C0Founder
Lithium Technologies
A Catalyst
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Moderators are all customer volunteers from all over the world
30 members contributed 44% of the solutions over last 3 years
community knowledge base to over 1200 articles in 12 months
20% reduction in call volumes
Best ‘Story’
Peer to Peer Support
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Taps Into Customer
Creativity
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Encourages User Generated
Content
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Generates Engagement &
Mutual Learning
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Showcases Brand Values
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Evolves Into Broader
Communication Strategy
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Social Networks
WEB
SITE
Ratings & Reviews
Forums
Blogs
Ideation
Knowledge Base
Q&A
Forums
Blogs
and more
and more
Source:
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
YouTube
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Facebook live community knowledge
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Facebook self service knowledge
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Facebook live chat knowledge
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Facebook self service via mobile app
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Twitter
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Cross Channel Customer Journeys
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Examples
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
In Action
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
A New Workflow
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Preparing your social channel mix
1. Identify where your customers and prospects spend time online
2. Define resourcing needs, and ‘opening hours’
3. Cross promote other service options
a) Examples include “Find us on Facebook”, “Follow on Twitter”, “Subscribe to our YouTube channel”, “Join our Group”, “Become a Fan”).
4. Join up the journey across channels – in and our of official hours
5. Rewrite your knowledge mgt strategy to leverage socially sourced knowledge
NOTES
log
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Interaction Workflow
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Signpost Service
Options
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Dedicated Service
Accounts?
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Adding In The Human
Chemistry
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
UK, US & Global Competency
2
3
How long did they take to respond
to interactions on Twitter?
1
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Yet Another Silo!
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
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N e x t G e n e r a t i o n T h i n k i n g I n C u s t o m e r S e r v i c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
Thank You
martin@
brainfoodextra.com
@martinhw
Making Contact