Luke Brynley-Jones The Rise of Social Customer Service
Oct 20, 2014
Luke Brynley-Jones
The Rise of
Social Customer
Service
Customers are
engaging with
brands
Source:
Fishburn Hedges & Echo
“The Social Media Customer” May 2012
Poll of 2,000 UK consumers
Brand Interaction
Customers
expect support
Research: Eptica Multichannel Study 2012
Customers Are Learning
Source: UK Consumer Advice Site
Service Follows Sales
• 12 of the top 20 Facebook pages (UK Retailers) are
actively selling to followers from the site
• Either directly or by pushing users back to product pages
on websites eDigitalResearch’s Social Media Benchmark July 2012
They Breathe It
Tweets
about the
London
riots
reduced 999
waiting
times from
41 seconds
to 0
seconds
300,000
customers
were
reached
54,000 calls
are
deflected
from call
centre each
month via
social media
Multi-Lingual Help
Human Chemistry
NPS score
Fragmented CX
Integrated CX
Resourcing Failures
Giff Gaff
8 hr outage
16.3.2012
Eurostar
Train
5.3.2012
Barclays
Online Banking
30.3.2012
Sky
Chelsea v Barca
24.4.2012
Source: EngagementIndex
Resourcing Strategy
5,000 People Trained
2,000 People Certified
By Dell University
2,200 Trained &
Mentored To Answer
Questions Sent To
Twelpforce
150 Trained & On Stand By
For Emergencies
Brand Corrosion
“It is impossible for enterprises to create an
exceptional social service experience if they
provide a sub-par experience via traditional
support channels.“
Paul Greenberg,
Author and industry Social CRM expert
The Key Lesson
Reputational Risk
Reputational Risk
Approaching the end of the first day, this mass of negative
tweets had reached an estimated 1.7 million people.
Reputational Risk
Reputational Risk
Reputational Risk
Even BAU Is Tough!
Source: Brandwatch
Customer Experience
How do social channels need
linking with existing channels to
unify customer journeys?
Mobility
How Does Mobility Change Social
Customer Service Expectations ?
Resourcing
How is a 24x7 global demand
resourced if needed?
Culture
Is the more informal style of
social interaction at odds with
traditional customer service?
Scalability
Will our listening strategy cope
with increased volume?
Visibility
Social Media workflow has little
legacy integration, 360º views or
reporting. What’s the right
infrastructure?
Customer Data
Should we be collecting social
graph data and social
interactions?
Escalation
How can we maintain service levels
when managing complex cross
functional issues?
Learning
How do we turn the wealth of real
time insight being offered into
organisational momentum?
Knowledge
How do we effectively share across
all channels?
SLAs
Source: Conversocial