The Impact of Social Media Integration in the
Asia-Pacific Contact Center Industry
Will the “Call Center” be replaced by the “Full-Media Center” soon?
Shuishan Lu Industry Analyst, ICT
Frost & Sullivan
13 August 2014
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Shuishan specializes in emerging ICT trends, technologies, businesses trends and market
analysis. His expertise lies in vendor and channel ecosystem analysis, developed through
various market research assignments. His writing skills include market analysis reports and
market insights. He has a strong understanding of Unified Communication and consulting in
enterprise telephony, contact center applications, conferencing, mobility and UC services
markets.
Shuishan Lu, Industry Analyst
Frost & Sullivan
Today’s Presenter
Agenda
Key Trends in the Asia Pacific Contact Center Market
Market Transitions and Social Media Framework
The Impact of Social Media on Customer Care
Recurring Challenges faced by Organizations
Key Takeaways
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Asia Pacific Contact Center Market, 2013
44.0%
1.3% 14.3%
2.1%
36.2%
1.2% 0.9%
Seats Distribution by Verticals, Asia Pacific, 2013
Banking & Finance
Government &Education
Outsourcing
Retail & Utilities
Telecom & IT
Travel & Hospitality
Other
19.2%
42.1%
38.6%
Market Size by Horizontals, Asia Pacific, 2013
Small (Less than50 seats)
Medium (51 to200 seats)
Large (More than200 seats)
• Contact centers are moving to the “Omni-Channel Interaction” model to provide seamless customer
experience from one channel to another.
• Consumers’ behaviors to interact with the contact centers are influencing how they operate.
• The growth of contact center agents has been slowed down in both matured and developing markets.
4
Source: Frost and Sullivan
The Hype of Social Media
• Customers are sharing experiences
online
• Social Media gives organizations
the ability to listen to customers,
even when they are not calling into
contact centers
• Social Media can have an
enormous impact on business and
is central to any customer
engagement strategy.
• Not only a service channel but also
a sales channel
5
The Social Media Framework
6
Source: Frost and Sullivan
Forums where virtual communities for customers are supported
Listening platforms (tools that are used for social media monitoring, analysis, and engagement)
Applications that process inbound and outbound messages through social media sites
Most companies are still at Stage 1 and Stage 2 of their
Social Media strategy development
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Phase IListen and Monitor
Phase IISocial Media as a Marketing Platform
Phase IIICompanies interact with customers
through Social Media
Phase IVSocial Media as a Customer
Communication Channel
• Social media becomes an established contact channel, to the extent of replacing websites
and contact centres• Advanced customer
behavior analytics• Well developed
monetising strategies
• Central to a company’s marketing and customer strategy
• Companies leverage data gathered through previous phases and use analytic tools to build real time picture of the brand
• Engage directly with customers; sites such as Facebook becomes first point of contact for customers
• Companies target messages to suit audience and use Facebook or Twitter for product promotion and deals
• Limited customer interaction
• Initial stage of adoption where companies begin to track what customers are saying about the brand.
• Little or no interaction with customers
Maturity of Strategy Over Time
Pene
trat
ion/
Exte
nt o
f Ado
ptio
n
Current stage of adoption for most companies – moving from Phase I
to Phase II
Source: Frost and Sullivan
Impact #1: Multi-Channel to Omni-Channel Interaction
Source: Frost and Sullivan
8
SMS
Video
VoIP
Social Media
Web Chat
/ Instant
Message
E-mail Voice
Mobility
• Omni-Channel integrates those
channels which exist in silos to
provide a consistent customer
experience.
• Customers can start an activity
in one channel, and seamlessly
transition to another channel.
Impact #2: “Cost Center” to “Profit Center”
Source: Frost and Sullivan
9
• “Cost-Driven” contact centers: maximizing the operation efficiency using the
most cost-effective manner.
• Social media integration + mobility: contact centers are transforming to a
completed sales channel
• Social media on mobile: huge opportunities to reach out massive customers
Push notifications being time-sensitive and location-based are sent to the
targeted smart phone users.
Completed sales channel on mobile social media platform:
• Marketing & Promotion
• Pre-Sales Enquiry
• Payment
• Post-Sales Service
WeChat Accelerates the Transition
Push Notifications Pre & Post – Sales Mobile Payment
10
Source: Frost and Sullivan
Early Adopters of Social Media into Customer Care
Source: Frost and Sullivan
11
E-Commerce Travel &
Hospitality Utilities
eBay, Amazon, Taobao Ctrip, eLong, Qunar Easy Taxi, GrabTaxi
The Challenges of Contact Center in the era of Social
Media
Source: Frost and Sullivan
12
• Lack of Skilled Agents with the right ability
• Justify ROI and Measure Performance
• The Complexity of Compliance and Provision
• Increasing Social Media Platforms
• Value Proposition in Outsourced CC
10 Best Practice of Social Media Enhancements
Engagement
• Personalize
• Carefully listen
• Proactive interaction
• Collect and Share customer feedback
Platform
• Regularly update the contents
• Alternative contact channel
• Customer-to-Customer interaction
Marketing
• Spotlight the customers
• Special offers
• New purchase channel
13
Source: Frost and Sullivan
Frost & Sullivan’s Strategy for Good Customer
Engagement through Social Media:
1. Clear objective: to disseminate information and offer proactive or reactive
customer contact.
2. Identify a social channel (Social media sites, company’s website, online
forums etc.)
3. Define a clear-cut engagement procedure
4. Actively participate in conversations by listening, screening, and engaging.
5. Measure the influence of the channel and monitor its impact on the
objective.
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Source: Frost and Sullivan
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Q&A Session
18
Thank You
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