how social media can improve the customer service ...€¦ · 20/10/2011 · how social media can...

How Social Media Can Improve the Customer Service Experience… and Boost Your Bottom Line

Oct. 20, 2011

10 – 11 a.m. Pacific Time

Sponsored By:

Speakers

Lisa Abbott

Sr. Product Marketing Manager Genesys eServices and Social Media

Brian Solis

Principal Altimeter Group

How Social Media Can Improve the Customer Service

Experience… and Boost Your Bottom Line

COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.

3

Does your company monitor social media?

• - Yes

• - No

If so, do you respond to messages?

• - Yes

• - No

Does your company use social media for customer support?

• - Yes

• - No

Polls

@briansolis BrianSolisTV TheBrianSolis

Businesses have a narrow

view of customers.

Customers are connecting

to one another and sharing

experiences about you

every day.

Problem is, you either

don’t know about or aren’t

doing anything about it...in

a way that matters to

connected customers Our Former CEO He just didn’t see it coming

DIGITAL

DARWINISM IS THE

EVOLUTION OF

CONSUMER

BEHAVIOR WHEN

SOCIETY &

TECHNOLOGY

EVOLVE FASTER

THAN YOU

Digital Darwinism is already changing the

landscape of business

The evolution of Social Media should be viewed through a

customer-focused lens – it’s not about technology

The category of Social Media is nascent, businesses are

exploring possibilities, return, scale…and politics

Does your service organization understand how to handle the

social consumer? You’re scored with or without engagement.

Traditional Consumer

Digital Consumer

CONNECTED CONSUMER

WELCOME TO THE EGOsystem

An Audience with an Audience of Audiences

BRANDS ARE NOT CREATED

THEY ARE CO-CREATED

THE VOICE OF THE CUSTOMER

INFLUENCES

BEHAVIOR

The future of your business is defined through shared experiences…

Does your front line understand how to shape and steer

experiences in real time and just in time?

Anti- Social Business

Representative Customer

Engagement

Elements

Customer Engagement

Brand

Experience

The last mile of is paved through engagement and you are its engineer

Even though companies are engaging in social networks, they do not want to

talk to you and it shows in their metrics.

Satisfaction

Cost per Tweet

Tweets per Hour

NPS

Reduction

Handle Time

Wait time

Escalation

Loyalty Engagement

NPS 2.0 Advocacy

The future of your

business is defined

through shared

experiences…

Without design,

redesign or

engagement,

what will they say?

What will they do?

New customer touchpoints make people part of the solution -

Engagement is now a significant investment in satisfaction

Trigger

Decision making cycle of

connected customers

Awareness

1. Formulation

Attention

Consideration Brand Strength

Brand Interruption

Reconsideration

Evaluation

Decision Reviews

Word of Mouth

Brand

Engagement

2. Pre-Commerce

4. Post-Commerce

Experience

Closure Self-expression

Post-

purchase

research

Validation

Sentiment

Loyalty

Passive

Influence Loop

Rival

Attention

Brand Experimentation

Reconsideration

Loyalist

3. Commerce

Commitment

Enjoy

Bond

Shared

Sentiment

Advocate

Word of Mouth

Advocacy

Influence

Customer

You

What customers want

The Customer Gap in Social Media

The Customer Gap is the Delta Between Recognition and Engagement

• 82% have stopped doing business with an organization due to poor customer experience

• 58% of people said if they had tweeted about a bad experience, they would like the

company to respond to their comment

• Only 22% got a response

• 93% of social media users believe a company should have a presence in social media

• 85% of which believe that the company should interact with their customers

• 70% of Americans are willing to spend an average of 13% more with companies they

believe provide excellent customer service (Up 4%)

• 60% believe businesses have not increased their focus on providing good customer

service (up 5%)

• 14% of total customer interactions in 2011 will be handled via social media

Sources: American Express Global Customer Service barometer, RightNow.com, http://ismdealers.com/category/blog/, Technology Services Industry

Association (TSIA)

http://ismdealers.com/category/blog/



The End of Retail as Usual

You are Now Entering the Trust Zone

The number 1 missed

question in social

service is…

How can we improve

experiences to

increase engagement

and advocacy?

Customers are not

looking for clever

gimmicks (well some

are), they’re looking for

leadership and value. If

you can’t figure it

out…ask!

THE DISTANCE

BETWEEN YOUR

INTENTIONS AND

CUSTOMER

SERVICE

SUPPORT IS

MEASURED BY

UNANSWERED

OPPORTUNITIES

Customer service is only solving problems in real time

preventing fixes over time (or acknowledging accolades)

Social Media Service

The Social Customer

Service Gap

Social media should not become customer service, but instead socialize it

Does social media bridge the gap between

social consumers and aging processes?

Social Media is already

siloed within the

organization, which mirrors

business infrastructure.

The problem is that

customers don’t see silos

The disconnect

between

marketing and

customer

service the

Achilles heel of

any online

strategy

Connecting with social customers requires a cross functional approach

Social media is

about creating

and sharing

experiences

A social business is united to solve problems and create

exceptional and shareable experiences

@ is the universal sign for the last mile of engagement

Engagement is measured by takeaway value,

sentiment, and resulting actions following the

exchange

Engagement is defined by how a brand and

consumer connect and interact within their

networks of relevance

Six Qualities that Define Engagement

Consumers cited "feeling

valued" as the most important

element of brand engagement

BEFORE WE CAN COLLABORATE

EXTERNALLY

WE MUST COLLABORATE

WITHIN

CUSTOMER CENTRICITY REQUIRES A CULTURE OF

CUSTOMER-CENTRICITY

A customer-centric

business focuses

on process,

employees,

philosophy and

experiences. Social

media become

enablers.

The End of Retail as Usual

Dell built an

infrastructure to

collaborate with

customers and

improve

products,

services, and

experiences

Customers

ENGAGEMENT

Employees

& Process

Company

& Brand

Engagement

communicates

value and

cultivates

stakeholders

Dell also innovates within the organization 51

This is a time when new service models are needed -

Everything begins with vision, tenacity, a plan and a pair of scissors!

Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic,

Real-time

Adaptive

Foundation

Safety

Formation

Enablement

Enlightenment

The Social Business Hierarchy of Needs

Inte

gra

ted

The future of customer service and support

requires a holistic approach

THE EXPERIENCE MUST

BE INTEGRATED


Lisa Abbott, Sr. Manager, Product Marketing October 20, 2011

Social Engagement Case Study


57

Do you integrate your social media activities across organizations within your company?

• - Yes

• - No

Poll


58

• Who:

• Large company managing two key brands

• Goals:

• Deliver consistent best in class customer experience

• Recognized the power of Social Media

• Create a true cross-channel service experience

• Considerations:

• Invest in getting it right

• Being bleeding edge versus out of the box

• Relationships

• Current State:

• Using social media to create online buzz with minimal engagement and largely reactive

Case Study: Telecommunication Provider


59

The Approach

Image / Brand

Management

Service

Proactive

Interaction

Reactive

Interaction

Hosted Forums

Chat*

Help & Support*

Desi

red b

ehavio

ur

shif

t

* - Technically not a social channel, however significant interdependencies

Facebook

Twitter

Video Help & Support (YouTube)


60

The Best Practices

Genesys Social

Engagement

Listen

Prioritize

Engage

Integrate

Everything Everywhere Restricted

The Strategy A new approach is required to the ‘content’ - need to supplement the Enterprise knowledge with customers expertise, and be more proactive with the knowledge base

They must a) understand what customers are saying about them b) at appropriate points actively participate in the discussion c) in exceptional circumstances react and resolve the customers issue offline (then post resolution online)

Twitter Forums Social

Networks Help & Support

Video H&S

Active listening, participation & resolution

Acti

ve

Part

icip

ati

on

Structured service operating model providing ‘real-time’ reactive service

Access across channels

Robust model for content creation / updating / user generation

Proactively support communications

Complete MI

Effective way of tackling loyalty and churn

Exploit the channels our customers are

already using

Fantastic marketing opportunities

Reduced customer effort and enhances the

experience

Seamless multi-channel experience

Ability to quickly react to the unexpected

The Resulting Benefits

Speakers

Lisa Abbott

Sr. Product Marketing Manager Genesys eServices and Social Media

Brian Solis

Principal Altimeter Group

How Social Media Can Improve the Customer Service

Experience… and Boost Your Bottom Line

how social media can improve the customer service ...€¦ · 20/10/2011 · how social media can...

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