maximizing the value of social service by tony krajewski deloitte
DESCRIPTION
Deloitte's presentation from the Customer Service Luncheon in Toronto, December 11 2012TRANSCRIPT
Maximizing the value of Social Service
Tony Krajewski Principal, Deloitte Consulting December 11, 2012
Copyright © 2012 Deloitte Development LLC. All rights reserved. 2
People have changed how they work… and they expect you to be social.
Socially connected Individuals are constantly connected to their social networks, resulting in increased collaboration, in which individuals are influenced by and influencers of their peers Technically connected Individuals are constantly connected to the Internet through smart, portable, and highly usable devices Behaviorally connected Companies are gaining more detailed information about individuals, enabling more compelling engagement through marketing and product/service offerings that are tightly linked to past patterns of behavior
Connected Active Informed
People want to collaborate with the best people across their organization and to have real-time access to information, just like they have in their personal lives.
3 Copyright © 2012 Deloitte Development LLC. All rights reserved.
The environment in which we provide service and support has shifted
Work can now happen anywhere, creating a need for data and applications to be hyper-available
Mobility
The velocity of change is accelerating…
Cloud
Analytics
Real-time insights and predictive analytics
Social
Social networks have elevated expectations around customer, suppliers and employee connectivity
Security Privacy Social Service
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Move the needle on a metric that matters
Pick a driver and ask yourself, how will we improve this?
Marketing: Determining Fit
Sales: Committing
Support: Maintaining & Strengthening
Functional Capabilities
Social Intelligence Capabilities
Foundational Capabilities
Collaboration Capabilities
Socially Integrated Campaigns
What capabilities matter?
Core business functions
enhanced by Social Media
Product Concepts & Debuts
Social Lead Management
Social Commerce Platform
Proactive Social Support
Social Command Center
Social Sales Social Media Knowledge Base
Enterprise Social Collaboration
Enterprise Social Promotion
Partner Collaboration Customer Collaboration
Gamification & Behavior Management
Social Monitoring Routing & Responding to Intel Voice of the Customer Competitor’s Customer
Voice
Digital Content Management Governance & Policies Change Management Social Analytics
Community Management Integrated Social Tool Suite Social Identity Management
Copyright © 2012 Deloitte Development LLC All
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Define Your Social Vision, Strategy and Roadmap Social
Business Blueprint
Identify metrics that
matter
Conduct current State Assessment
Define the strategy — business,
technology and change
Define the social
enterprise roadmap
Prototype capabilities to
spark innovation
Identify the future-state
social solution architecture
1. Vision 3. Strategy 2. Assess
Communicate and evangelize
the transformation
4. Roadmap
Conduct social
competitive landscape analysis
Assess social capabilities
using personas and
use cases
Social Plan
Reimagine your social enterprise
Identify social value drivers
Social Business
Innovation Workshop
Mapping out the journey
Transforming customer service at Yamaha A case study on social customer service
Yamaha had their customer data spanning silos …
1. Unified CRM is a must
2. Date-driven culture
3. Every customer touchpoint
Three key elements to Yamaha’s CCY Project:
Salesforce CRM
Call Center Case Data
Social Profile Data Web Analytics
Data
Product Registration
Data Marketing Campaign
Data Leads/
Contacts Survey Data
Phone
Web
Mar
ketin
g C
usto
mer
S
uppo
rt
Yamaha’s original CRM Functional Architecture
Yamaha CCY – Service & Support Makeover
• The makeover focused on social media and fixing silo challenges.
The 7-week effort yielded an updated user interface, designed to increase rep productivity, improve customer data quality, and enhance the customer’s experience with Yamaha Customer Support.
• Reps see more info on one screen, reducing clicks and scrolling, saving time on calls
• Reps can have multiple cases and other records open at once, enhancing ability to multi-task
• Console warns of unsaved changes, reducing errors and re-work
• Emails are auto-matched to customer accounts, and products are registered more quickly, reducing time and increasing accuracy of case creation Reorganized, streamlined Case
Detail screens
Collapsible Customer Highlight Panel
Tabs to display multiple records
Service Cloud Console Enhancements …
Salesforce CRM
Call Center Case Data
Social Profile Data Web Analytics
Data
Product Registration
Data Marketing Campaign
Data Leads/
Contacts Survey Data
Phone
Web
Mar
ketin
g C
usto
mer
S
uppo
rt
Yamaha’s original CRM Functional Architecture
Call Center Case Data
Social Profile Data Web Analytics
Data Product
Registration Data
Marketing Campaign
Data Leads/
Contacts Survey Data
Phone
Web
Social New Channel X, Y, Z
New data points 1, 2, 3
Yamaha’s revised CRM functional architecture
Salesforce CRM
Costs More Cost Less
Phone Support Self Service • FAQ’s • Website – Specs
Less Personal More Personal
Twitter, Facebook, E-mail
Balance is important
• Happier agents • Less clicks • Emails trending down • Holistic customer view
Results
• Technology is easy, change is harder • You don’t know what you don’t know • Happy agents lead to happy customers • Happy customers lead to interactions and transactions
Key learnings