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Co- Designing Sky’s
E-Service
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Understanding the new politics between
socially empowered customers and
brands
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Connectivity Causes A Shift In Power
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In How We Relate
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In How Well We Relate
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You Say Nothing Is More Important, But…
Do I Matter?
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Is This How You Experience My Customer Journey?
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I Am A New Type Of Customer
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Snapshot Of The ‘Social’ World
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Broadcast v Listen
62%Felt that ‘companies are only
interested in selling products and services to me, not necessarily the product or service that is right for me’
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Transparency & Trust
7%Trusted companies to ‘always act in their best interest’
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Self Generated Fantasy
9%Trusted what the company says about itself
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Importance As Stakeholder
10%Thought companies took note
of what they said
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Trusted Advice
95%Used some form of internet
comparison siteformal and informal locationsfriends, families, professional reviewspeople they believe are similar to themselves
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Open To Dialogue
69%Believed there would be a positive impact from companies taking more time to find out about their needs and interests
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Open To Participation
82%Were interested in participating in product developmentBelieved it would make them more likely to tell others about the company
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Why FAQs and Web Chat are no longer adequate
online responses
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How We Spend Our Time Online In UK
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Mobiles Drive Social Networking Growth
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Your Impact Is Now Very Public
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Traditional v New Assumptions
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Traditional Versiontactically integrated channels
Emerging Versionmulti-channel & social platforms
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CRM Goes Social
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Exporting your customer services
into customer's online environments
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Facebook & Twitter
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Source: The Social Customer Engagement Index – 118 organisations June 2010
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Majority Started Within Last 12 Months
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Source: The Social Customer Engagement Index – 118 organisations June 2010
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Volumes Still Small
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Source: The Social Customer Engagement Index – 118 organisations June 2010
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Going Where The Customers Are
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Customers can post a comment to a brand’s Facebook Support wall, which is then pushed into the support system as a ticket with the Facebook customer listed on the ticket
The customer service representative can push an update by responding directly on the wall
Capabilities includeSelf service via a searchable FAQ
Live chat
Real time monitoring of posts and comments
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Going Where The Customers Are
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Going Where The Customers Are
Create clear channel guidelines
Vodafone have ensured they can dedicate the VodafoneUk account to customer service, by creating a separate account to broadcast exclusive news and latest deals called VodafoneUkdeals
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Customer Service Via Customer Communities
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Customer Service Via Customer Communities
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Customer Service Via Customer Communities
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The knowledge Base is managed and maintained by an organisation’s customer base
It feeds and is fed by a number of social support functions
Blogs, Ideation, product/service specific user forums
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One Clear Reason For Communities
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Where Communities Fit
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Examples of how this is working
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‘Ask Wells Fargo’ supports customers in real time –while keeping true to their bankers hours tradition. Rather than
hide behind a logo, they use real human voices and names,
increasing trust
Real Time Support
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‘Cloud’ Based Community Support
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Example Of Current Best Practicemass employee participation
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Example Of Current Best Practicetwitter logon
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Example Of Current Best Practicedesign layout
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Example Of Current Best Practice‘multi-modal’ access to knowledge
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Example Of Current Best Practicedepth of video catalogue
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Example Of Current Best PracticeLithium’s approach to recognition
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RESULTS
In 2009 2.5m customers posted 79,000 messages and read over 81m messages95% of community conversations are
peer-to-peer supportThe Community provides about a $5m benefit to the organisation
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Example Of Current Best Practicesocial media policy to empower employee participation
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New Style Social Media Centres
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Keep Separate Or Integrate Into Call Centre? View online debate @
http://www.web-strategist.com/blog/2010/10/14/social-media-mission-control-the-contact-center-must-evolve-socialsupport/
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d
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Implication for your 2011
strategy and plan
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1. Find out if your customers use social media and visit social networks
2. ‘Listen’ and find out if and where you need to intervene
3. Work out how the customer journey will now work4. Understand what implications this has on workflow,
systems and resourcing5. Decide where it sits and internal ownership
1. Within call centre2. Separately
6. Consider the use of customer communities7. Stay up to date with best practice as it emerges
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