Social Media and Customer Support?

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Social Media and Customer Support?

A Work in Progress

v5

The Five Tenets

Agenda

• Five tenets of social and support• Background and supporting information

– Definition and scope – what are we talking about? – The challenge

• Attributes (7 Vs) • Two very different models - hierarchies vs. networks

– The “Know Me” factor • Who do we pay attention to?

– Long-term strategies – • Scenario based planning model

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5 Key Tenets for Social Media and Support

The following should be considered in the context of your business

1. Let social support social– Pay attention to the health of the network

2. Continuous improvement of customer success and realized value– Listen, learn and improve

3. Get the issue into the best channel for resolution– Direct issues that are best handled in another channel to that channel

(self-service, forum or assisted)

– Cross functional response capability/responsibility

4. Monitor and influence the collective voice – Influence programs that recognize and nurture high value contributors

(like MVP, trusted partner or enthusiast designation)

5. Listen to and engage the individual voice - based on criteria– Dependent on the “know me factor” and cross functional response

capability

Let Social Support Social

• Pay attention to the health of the network• Nurture and enable (don’t manage) • Empower “value creators” (MVPs)in the

community to monitor/manage• Encourage one to many and many to many

Continuous Improvement of the Customer Experience

• Listen, learn and improve• Cross-functional responsibility and alignment to

the strategy• Who in the organization is listening? Everyone!

– Identify liaisons in every function of the business; marketing, sales, support, product management, development

• KM processes– Solve loop - Capture, structure for reuse– Evolve loop – pattern, cluster, trend identification

• Tools?– Some capability available but still requires human

assessment/intervention

Get the Issue to the appropriate channel for resolution

• Be quick to identify and respond to the issues that only you (the vendor) can resolve

• Enable seamless/painless movement from one channel to another– In support forum a “click to open ticket”

(integrates the forum with the CRM/assisted model)

• Measure “channel appropriateness” and identify ways to make it easy for the customer to do the right thing.

Monitor and Influence the Collective Voice

• Text Analysis– Mentions– Sentiment

• Identify, recognize and support the “influencers”– “MVP” or “VIP” designation– Access to key people inside the company

Listen to and Engage the Individual Voice – based on

Criteria

• Respond to the “right people”– Cross-functional response capability

• The “know me factor”– Know who is important to you and why– Know, but don’t support the “trolls”– The challenge of cross-channel idenities

• Be careful not to encourage undesirable behavior or set expectations you can not fulfill

Background and Supporting Information

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Notes from the Team Meeting on Social Media

• Our challenge: there was general agreement in the room that social is an opportunity... unless we choose not to engage, in which case, it's a threat.

• We believe: the current organizational structure isn't fit for engaging in a high-volume, highly visible, high velocity #globalsocialmobile world.

? So how can we change our organizations--incrementally or dramatically--to engage the social world properly?

Small companies have an advantage -- this may be a good time to start with brand-new organizational models.

See the notes in the CSI Wikiwww.serviceinnovation.org

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Business Model Influences Criteria

• High level objectives and goals• Life cycle model (customer touch points)• Engagement strategy; transactions vs. interactions

vs. relationships• Financial implications?

– Maintenance/service revenue impact? – Entitlement - impact who and how we might engage in

social channels?

• Risk factor – does endorsing community/social media create liability?

Definition and Scope

Social media is…. transparent/visible to manyo Content that expresses opinions/experience/information

(stuff)– or –o interactions among individuals and groups

Social Support n. \ˈsō-shəl sə-ˈport\“Service and support offerings where voluntary customer

actions meaningfully change the customer experience for those and other customers—either in support, or indirectly in the rest of the whole product.” (offered by David Kay)

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Offered by Nitin Badjatia

Some Interesting Attributes to Considerfor your Social Media Support Capabilities

Volume

Velocity

Visibility

Viscosity

Variety

Voices

Value

Consortium for Service Innovation - 2010 14

(scale, capacity)

(speed, time to know, time to capability)

(transparency, amount known, empowered)

(resistance to change)

(diversity, source of innovation)

(influence and acknowledgement)

(co-created, improves relevance)

3 Volume 10

1 Velocity 8

3 Visibility 10

8 Viscosity 3

2 Variety 7

2 Voices 10

? Value ?

Two “Incompatible” Models?New Support Models Needed

Old Model– Structural capital– Hierarchies– Linear processes– Command and control– Activity-based measures

New Model– Social capital– Networks– Double loop processes– Alignment/engagement– Value-based measures

Consortium for Service Innovation - 2010

Interesting Attributes Scored

15

Consortium for Service Innovation - 2010

Vendor Centric View

VendorCC

CC

CC

CC

CC

• Vendor sees themselves as the center of the universe

• Vendor views customer as consumers of their product(s) (consumption model)

• Customers push issues to the vendor • Vendor responds to customers who

meet the vendor defined conditions• Vendors decide who they will

collaborate with• Value proposition is based on price

point or unique capability

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Customer Centric View

• Vendor’s collectively pay attention to customer needs (intent listening)

• Vendors push relevant information to the customer

• Customers’ buy decision dictates who the vendors will collaborate with

• Vendors collaborate to ensure customer success with their piece of the technology stack

• Value proposition is focused on servicing all of customers needs

Consortium for Service Innovation - 2010

…and daily life competes for customer attention and personal priorities

…and daily life competes for customer attention and personal priorities

Above & BelowA New Line Being Drawn

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Customer success-led, collaborative, intent

listening, push model

Customer success-led, collaborative, intent

listening, push model

Center of the world, consumption, customer

meets criteria, pull model

Center of the world, consumption, customer

meets criteria, pull model

More About “the Line”

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FirewallFirewall

Entry to Processes

Entry to Processes

Edge of Infrastructure

Edge of Infrastructure

Limit of Customer

Data

Limit of Customer

Data

A line dividing the normal, continuous flow of individual & social (customer) experiences…

…from the vendor’s infrastructure of data, systems, and business processes.

Limit of Insights & Visibility

Limit of Insights & Visibility

Point of ControlPoint of Control

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The Cloud gets Bigger!

Assisted

Community

Development/Engineering

ProductManagement

Customer Exceptions

Support Center

Communities and Social MediaSelf-ServiceAssisted

Web PortalUser Interactions

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The Individual Voice

Communities and Social Media

Listen to the Individual Voice

Engage with the Individual User Interactions

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The Collective Voice

User Interactions

Listen to the Collective Voice

Influence theCollective Voice

CommunityCommunities

and Social Media

The “Know Me Factor”

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Who do we care about?

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Influence (on others In the network)

Non- customers

PotentialCustomers

Customers

Highly ActiveCustomers

Low High

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