america's customer festival talk
DESCRIPTION
On the evolution of Social Customer ServiceTRANSCRIPT
Social Care! September 15, 2014
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Listening and responding to service issues via social media to achieve more effective operations and customer advocacy
65% of customers believe that social media is a better way to communicate with companies than call centers
3 2012 OnePoll Research 2012 OnePoll Research
40% of customers already use social for customer service
4 2012 OnePoll Research 2012 OnePoll Research
Higher satisfaction is reported by 61% of brands offering social care
5 ICMI Q1 2014 Survey ICMI Q1 2014 Survey
74% of people expected help to come less than an hour after their tweet or Facebook post
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2010 Social Media Survey - American Red Cross 2012 OnePoll Research 2010 Social Media Survey - American Red Cross
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Social Care is a must – not a nice to have
Most Social Care Teams
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Text Here
Operations!Social Care Team
Apply social principles within traditional
operations
Unify marketing operations, tech, & leadership via social
Text Here Call Center:
Phone/Email Only
Social Care Team integrated into
operations
STAGE 2
STAGE 3
STAGE 4
STAGE 1
STAGE 0
Service has evolved
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Now we want to have a continuous conversation Care is a brand ambassador creating positive word-of-mouth Our relationships are at the center of the brand
We were focused on !call avoidance
Care was viewed as a back office cost center
We outsourced our relationships
‘We want to make people sticky
The pre-social world
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Sales
PR
Mktg
Service
Customer
The post-social world
Social Care
You Are
Here
Sales
Marketing
Service
PR
Social is not a channel. It is not a campaign.
It is a core competency that must be built into your organization’s DNA.
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The pillars of Social Service
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Extraordinary Empathy
Social Contact Center Integrate Social CRM Measure & Optimize
Extraordinary Empathy!
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Align Customer facing employees should over-index on empathy as it is a key strategy in preventing negative social interactions and fostering positive ones Accounts for trust & control Two powerful emotions often involved in moments that short circuit loyalty
Social Care requires extraordinary empathy
Social Contact Center!
Social Contact Center
Call Centers • minimizing cost • maximizing efficiencies • avoid conversations …at the expense of engagement
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Customers now control the conversation and demand • personal, timely responses • in their preferred channels …regardless of what a brand wants
Current State:
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Call Center Chat Twitter Phone Web Email
The Call Center Evolved: Delta Case Features: • Agents can do anything a call center employee can do, except book a
new ticket • To add a personal touch, employees sign their tweets with their initial,
and their first names are listed on the airline’s Twitter profile • Delta developed its “Twitter Watch” program, working with station
managers and airport personnel to deal with real-time customer experience
Benefits: • Cross-channel, cross-team alignment • Integrated contact management across channels • Customized information • Branded engagement
“We are actively driving volume into social care because it scales so well.” – Jerry Fletcher, Delta Assist
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Blogs
Facebook !& Twitter
Customer Communities Phone
Airport Personnel
Integration!
Integration
If we use a broader definition of service and ask the question “How does this benefit the customer?” we can move towards a customer-centric approach across channels: such as • Product Development • Marketing • Mobile • Digital (chat, emerging social)
20 Source: Forrester: January 2014 “Mobile Moments Transform Customer Experience”
“Customers have regained control because of the proliferation of information at their fingertips, and they benchmark their experience across their lifestyle. It’s no longer enough to be good within your industry; you need to be great across industries. Compounding that is the influence of social media.”
-Jim Bush, EVP World Service American Express
Social CRM!
American Airlines Social CRM Success
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Social Care Metrics
SERVICE QUALITY EFFECTIVENESS Service Level The percentage of incoming posts that an agent answers in a pre-defined amount of time
Average Handle Time Average amount of time agents work on social media responses during a pre-defined interval of time
Abandon Rate Percentage of posts never responded to or looked at by social team during a pre-defined interval of time
First Post Resolution Percentage of posts resolved on first response
Quality of Response Measure of the quality of an agent’s written communication
Redirect Rate Percentage of responses that redirect customers to a private conversation, such as chat or voice
Transfer Rate Percentage of responses that are transferred to another department
Amplification How likely an individual is to retweet or repost Loyalty A customer who continually purchases from a company – brand advocatesH
Customer Lifetime Value
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Measurement & Optimization!
Thank you.
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