best practice in social customer service what works and what's still broken
DESCRIPTION
Presented at SCCS14 in UK as the keynote. It provides an up to date view of what is working in social customer service and what still needs fixingTRANSCRIPT
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Best Practice In Social Customer Service
What Works & What’s Still Broken?
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1. social #custserv - part of….
![Page 3: Best practice in social customer service what works and what's still broken](https://reader033.vdocument.in/reader033/viewer/2022051612/54c1b5064a7959f3508b4582/html5/thumbnails/3.jpg)
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1st Principles
Channels Multiply
They Seldom Die
![Page 4: Best practice in social customer service what works and what's still broken](https://reader033.vdocument.in/reader033/viewer/2022051612/54c1b5064a7959f3508b4582/html5/thumbnails/4.jpg)
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Multi-Channel Journeys
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P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014
![Page 6: Best practice in social customer service what works and what's still broken](https://reader033.vdocument.in/reader033/viewer/2022051612/54c1b5064a7959f3508b4582/html5/thumbnails/6.jpg)
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Mapping The Social Journeys
![Page 7: Best practice in social customer service what works and what's still broken](https://reader033.vdocument.in/reader033/viewer/2022051612/54c1b5064a7959f3508b4582/html5/thumbnails/7.jpg)
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Advisor
Virtual Advisors
IVR
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
©Brainfood Consulting 2013
Design Dashboard
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
![Page 9: Best practice in social customer service what works and what's still broken](https://reader033.vdocument.in/reader033/viewer/2022051612/54c1b5064a7959f3508b4582/html5/thumbnails/9.jpg)
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Escalation
P2P support is great but only
answers 40% of questions on
average
Therefore 60% need escalating
to live assistance
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Best of... Leverage P2P knowledge
by integrating into customer’s favoured
platforms
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Cross Channel
Advisor
Virtual Advisors
IVR
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
![Page 12: Best practice in social customer service what works and what's still broken](https://reader033.vdocument.in/reader033/viewer/2022051612/54c1b5064a7959f3508b4582/html5/thumbnails/12.jpg)
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
From
To
Chat
Same
Advisor
Cross Channel
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
From Chat
Back To
Earn
Word Of Mouth
Cross Channel
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1. The Task
• The easiest/fastest way
• Its importance
• Timeliness/responsiveness
• Accuracy/audit trail
• Experience
2. Their Situation
• At home/at work/on the
move
• Location & desire for
privacy
• Time to spare, in a rush
• Communication options
Influences On Channel Choice
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Influences On Channel Choice
3. Their Communication
Habits
• Forms of communication
& devices they have
become familiar with and
trust
4. Their Awareness Of Options
• What they do/do not know
you offer as means of
communication
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1. The Task
• Offer a full range of
appropriate channels
Promote them based on
their value to the
customer than their
internal unit cost
2. Their Situation
• Understand customer
circumstances
• Design for most frequent
communication needs
Implications
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Implications
3. Their Communication
Habits
• Ask them and log as CRM
trigger
4. Their Awareness Of Options
• Promote as part of a
professional service
offering
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Signposting
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
2. SLAs - 2014 differentiator
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Responsiveness
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Responsiveness:
Very Responsive 60%
Responsive 20-59.9%
Somewhat Responsive 5.01-19.9%
Not Very Responsive 0.01-5%
Unresponsive 0%
Response speed:
Very Fast Under 30 Minutes
Fast Under 1 hour
Average Under 4 hours
Below Average Under 24 hours
Slow Over 24 hours
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Little Common Best Practice
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Context Drives Expectations
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Enough To Differentiate
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
3. One Agenda - ever more important
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
personal blogs
review sites TripAdvisor etc
self help forums
online communities
branded expert sites
Google+ Facebook
YouTube
Tumblr
Sina Weibo
Service Priorities
peer2peer support
corporate blogs
ecommerce reviews
Social Listening Ability To Influence
STRONG WEAK
1st
Tier Priority
• A Customer asking you a direct question
• A customer expressing dissatisfaction
• Customers that have an urgent
product/service need
• Escalating potential crisis issues
2nd
Tier Priority
• General references of your products and
services
• Positive experiences of your products and
services
• Indirect references that are relevant to your
industry
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P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014
GO
OD
WIL
L
IN
DE
X
In today’s world of socially minded and mobile connected consumers, a brand’s goodwill index can rise and fall across the day with the same volatility as their share price
We are slowly waking up to the realisation that this demands co-ordinated real time management to even keep up, let alone get ahead
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
A Need For ‘One Agenda’
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B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Next Generation Engagement
Social Media
Monitoring
Ca
te
go
ri
sa
ti
on
ENGAGE
IGNORE
IMPROVE
INNOVATE
Marketing
Sales
Service
People/Situations
CX
Organisation
Product
Service
Analytics
Change Management
Global SMEs Regional SMEs Local SMEs Collaboration
Uncovering
the opportunity
Ensuring
the benefits