using social for customer service

everything you wanted to know about customer service

using social

but had no one to ask… until now

90% percent

of transactions for

customer service

happen offline

86% of organizations

use twitter, facebook

(or both) for

customer service

66% have no

defined processes

for customer service

over social channels

68% were not able

to calculate

ROI before deploying

8% found

the expected

ROI

none of them

are sure if

they are doing

the right thing

what is customer service using social?

• customer service over social channels

– social media = channels

– service = service

– customers = customers

• in reality, it is a knee-jerk, tactical reaction to customers enjoying the power of social channels to complain, done badly (for the most part…)

why do you have to worry?

• social customer has power, a voice, and demands

• potential savings that talk to your real need – save money in servicing the customer

• new channels must be served, the experience continued

• it’s the future, there is no turning back

how to do it? cross-channel

S

M

W

E

P

C

S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge

1980 1995 2010

S W E C P M

R K D

R K D

R K D

R K D

R K D

R K D

W

M

S

E

P

C

D

K

R

silo single channel

semi-integrated multi-channel

integrated cross-channel

D

K R

UC

how to do it? change the metrics

customer agent

efficiency (cheap, fast operations) effectiveness (right answer, time)

process

satisfaction

end-to-end efficiency and effectiveness index

performance training loyalty

readiness

how to do it? process-driven

validate implement measure design

existing processes

involve customers

paper experiences

involve stakeholders

customer segmentation

virtual designs

create new experiences

deploy pilots

process prioritization

correlate metrics

analyze

insights

summarize changes

collaboration

target

acquire retain

manage

how to do it? experience-centric

how to do it? experience-centric

how to do it? channel stats

twitter facebook communities Phone email chat

number of interactions

4 6 2 (*) 2 6 12

total work time (AHT)

1.5 6 0 (*) 6 12 8

percent escalated

95 98 34 (*) 12 6 6

number concurrent

8 4 0 (*) 1 6 2-3

FCR percent 1 1 62 (*) 75 89 78

(*) depending on staff participation, model varies wildly

what does it look like?

customer partner employee

sales HR

customer products operations legacy

Centralized Process Execution Framework (Customer Interaction Hub)

shipping billing customer

service

social top issues

• communities – tribal knowledge – reduced costs – branded

• facebook – integration – API

• twitter – limits – tools

discuss….