Service in the time of the Social Customer

©2009 Peppers & Rogers Group. All rights reserved. 1to1® is a registered trademark of Peppers & Rogers Group.

Service in the Time of the Social Customer

Thursday, December 10, 2:00PM Eastern


Ginger ConlonEditor-in-Chief

Ginger ConlonEditor-in-Chief


©2009 Peppers & Rogers Group. All rights reserved. 1to1® is a registered trademark of Peppers & Rogers Group. ©2009 Peppers & Rogers Group. All rights reserved. 1to1® is a registered trademark of Peppers & Rogers Group.

Paul GreenbergPresident

The 56 Group


The 56 Group

Nikhil GovindarajVP of Products



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Today’s agenda

Topics of Discussion

o Rethinking serviceo Integrating channelso Measuring successo Service 2.0

Questions and Answers

Post-Event Survey

The social customer

This is a SOCIAL transformation that impacts all institutions – business among

them – not exclusively

The social customer

See change in use of technologyo Gen Y first generation to spend

more time on the ‘Net than watching TVo 96% on social networkoWill outnumber baby boomers by

2010

o Implications are staggeringo 74% of all adults on the web are

engaged with a social network/community

The social customer

• Using Social Networks• Nielsen Online research “Global Faces on Networked Places” (March

2009):• Fastest growing sector for Internet use is communities and blog

sites (5.4% in a year)• Member communities reach more Internet users (66.8%) than

email (65.1%)

The social customer – who do they trust?

Edelman Trust Barometero 2003 – “A Person Like Me” – 22%o 2004 – “A Person Like Me” – 51%o 2005 – “A Person Like Me” – 56%o 2009 – “A Person Like Me” – 58%o Most trusted source moved from non-connected (to corporation)

experts to “a person like me.”o Customers demand authenticity & transparency now

The social customer – what do they trust?

oTraditional ads – trusted by 14% (Marketing to the Social Web, Larry Weber)

oPeers – trusted by 90% (Nielsen Global Online Consumer Survey, 2009)

The social customer

Conversation is controlled by the customer

o Review siteso Yelp

o Social networks/communitieso Service complaint oriented – PlanetfeedbackoGet Satisfactiono LinkedIno Facebook pages

o Social Media PropertiesoUser generated content – video, audio, blogs

etc.

o Blogs (200 million)o 34% post brands & product opinions

o PodcastsoGeek Brief TV

The social customer

Source: Brian Solis

"CRM is no longer just a model for managing customers but one of customer engagement"

From CRM to Social CRM

The social customer

“Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules,

workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s

response to the customer’s ownership of the conversation.”

Social CRM

The social customer

The New Customer Service Model

The new customer service model

oThe social customer is demanding a rich, engaging customer experience in multiple ways – still including human contact

oContact centers and multi-channel interactions with the customer are where the experience with a business is typically most intense.

oCustomer service is becoming perhaps the most important of the CRM pillars

o It surrounds and is interwoven with all facets of how a company functions.


oJust solving problems is no longer sufficiento Customers can go elsewhere to get problem solved (threaded

forums, community access)o Customers have peer support

oKnowing how the customer is thinking & feeling is of paramount importance to insight

oHow do you find this out wheno The customer communicates on multiple channels?o There are thousands & even millions of customers?


oDon’t be fooled by myth of decreasing interest in using phone o When dealing w/enterprise 77% still prefer phone (DMG

Consulting)

Bad customer service can go viral


oWhat do you do – Customer Service Modelso Agent based call centers o Process based CRM o Community driven customer serviceo Customer experience focused call customer service o Web self service

It’s all built around the conversation...

Look at social network & social graph

Influence

VOLUME

Tonality

Frequency

Network

DECIBELS

Emotion Detection

Keywords/phrases

Tempo

Context

And at the level of the individual phone call…

Quick Hit: The New Contact Center

“Internally, customer service is a component of customer experience. Customer experience includes having the lowest price, having the fastest delivery, having it reliable enough so you don’t have to contact anyone. Then you save customer service for those truly unusual situations.” – Jeff Bezos, CEO Amazon

The new contact center


The Problems….o Forrester study in 2008

oCustomers disliked talking to companies becauseo Routing to wrong agent (57%)o Knowledge management average to worse (62%)o Poor customer data access (60%)

o Other reasons?oWrong metricsoLack of understanding of new channels oRetention of old models

Search gone wild


Lead to…o Losses of $338.5 billion/yr due to poor service experience e.g. cart

abandonment – sales loss (Datamonitor/Ovum survey, Nov. 2009)o Fifty five percent of customers who no longer want to talk to customer

service reps (Forrester Research, 2008)o Cost of call resolution goes from $49 per incident same day, to $61

day 2, and $155 day 3. (ServiceXRG, 2008)


The Approacho Keeping the ordinary, ordinaryo Effective results, not just efficient processeso Solution + experience = successo Measure for results, not cost savingso Remember the human beings on both ends


What can be done? o Service communitieso Cultural change at contact center o Service outreach (Twitter, Facebook)

oMonitoring problems outside firewall

o Collaborate with customerso Listen, learn, acto Prevent problems, not just solve them.o Strong self service toolso Strong knowledge management & search


Technologyo Text/sentiment analyticso Speech analyticso CCPM systems o Social media monitoringo AVR/IVRo Web Self-Serviceo CRM Integration


Self Service Optiono Tools for sculpted personalized experience/activityo Easy ability to reach someone through chato Accessible knowledgebase for your customerso Advanced – community forums for discussions


Contact Center Performance Managemento Key customer-driven components

oFirst Contact Resolution – traditional is First Call ResolutionoRoot Cause Analysis - not just what is causing problem but why

problem is causedoNext-Best Action – analysis across all touchpoints to evaluate &

predict future customer needs. oCustomer Experience Analytics – look at the results of the

outcome.

©2009 Peppers & Rogers Group. All rights reserved. 1to1® is a registered trademark of Peppers & Rogers Group. ©2009 Peppers & Rogers Group. All rights reserved. 1to1® is a registered trademark of Peppers & Rogers Group.


The 56 Group


The 56 Group



Questions&Answers


For additional informationplease contact

Nikhil [email protected]

Nikhil [email protected]

Ginger [email protected]

Ginger [email protected]

Paul [email protected]

Paul [email protected]

mailto:[email protected]






Service in the time of the Social Customer

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