chinwag live: when customer service goes social - guy stephens, capgemini
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Chinwag Live: When customer Service Goes Social - Guy Stephens, CapgeminiTRANSCRIPT
Guy StephensLondon, 5th October 2011
Chinwag: When customer service goes social
…global conversation...
"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter faster than most companies”
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3© 2011 Capgemini. All rights reserved.
A world of sharing
90%Government target for superfast broadband penetration by 2015
14.8miPad’s sold in first 12 months (5x more than analyst predictions)
45%iPhone Smartphone users download at least one app per week
60,000+Apps built for iphone, Android & BB
The combination of broadband connectivity, the explosion of hardware devices, apps and social networking has enabled users to define how, when and where they interact with brands, content & services
140mTweets per day
$119 billionM-Commerce predicted to reach this by 2015
700mFacebook users worldwide
1 billionGoogle searches a day
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Life is real-time!
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New currencies are emerging
Cognitive Surplus
“We are increasingly becoming one another’s infrastructure”
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A story about my washing machine
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E = hἐμπάθεια
New customer service currencies are emerging
Transaction Experience
BENEVOLENCE
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“The goal of any adaptive business is to sense empathy along with the opportunities for real-time and right-time engagement”Brian Solis
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A different type of customer service is emerging
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Different roles are emerging
Creator
Participant
Prisoner
Promoter
Bystander
Voyeur
Passenger
Listener
Passerby
Pundit
Explorer
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The Carphone Warehouse service ecosystem
The Conversation Prism
The 'Complaint Prism'
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What will customer service look like?
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The social customer care landscape
• Customer service is a 24/7 PR opportunity
• The time between the touchpoint and the complaint has condensed
• Closed one-to-one to public one-to-anyone-who-is-willing-to-listen-or-participate
• Moving from a transactional interaction to an emotional and experiential engagement
• Resolution to experience, where the experience is the service
• Democratisation of the tools of self-expression
• Generational resistance to ‘traditional’ methods of communication
• Tension between past and present, different ways of working underpinned by empathy and benevolence: collaboration, sharing, participating, interrupting, listening, enabling, connecting, influencing
• Customer service decentralising into the hands of customers, people and independent platforms
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Knowing where your brick wall is
“With an open strategy,
decision shifts from if you
should be open... To how
open you need to be to
accomplish your overall
strategic goals”[Charlene Li, Being open without giving away the store:
The secret is a sandbox covenant]
The new web
“The new Web is fundamentally different in both its architecture and applications. Instead of a digital newspaper, think of a shared canvas where every splash of paint contributed by one user provides a richer tapestry for the next user to modify or build on. Whether people are creating, sharing, or socializing, the new Web is principally about participating rather than about passively receiving information”
17© 2011 Capgemini. All rights reserved.
18© 2011 Capgemini. All rights reserved.
More information
About Capgemini
19© 2011 Capgemini. All rights reserved.
More information
Please contact:
•Guy [email protected]
•Twitter: @guy1067
•Blog: http://beingguy1067.com
www.capgemini.com
The information contained in this presentation is proprietary. ©2010 Capgemini. All rights reserved