social customer care: from novelty to necessity technology for marketing & advertising/...
TRANSCRIPT
Social customer care: From novelty to necessity
Technology for Marketing & Advertising/ MyCustomer.com, The Social Customer Theatre
Guy Stephens01.03.2011
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"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.”
Quote from The Cluetrain Manifesto (1999)
Shifting paradigms
Touchpoint
Value creation and differentiation happens here
CUSTOMER
Framework• Network etiquette
• Social economy
Environmental• Fragmented
• Open
Expectations• Immediate
• Shared
Technology• Smartphones
• Broadband
COMPANY
Framework• Social media policy• ROI
Environmental• Homogenous• Closed
Expectations• SLA• Hoarded
Technology• Legacy systems• Firewalls Creating ‘wow’ experiences becomes of
paramount importance
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…a world of numbers and information…
•500 million Facebook users
•50 million tweets sent per day, 600 TPS•22% of GB adults own a smartphone
•Facebook accounts for 20% of all time spent online in the UK
•Facebook is the most popular social network in the
UK, accounting for 55% of all visits to social networks
•Average session time for a visitor to Facebook is 27 minutes and 12 seconds
•Four million LinkedIn members in the UK
•Monthly reach for YouTube has reached 17.7 million adults in the UK
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Corporate me
•Corporate profile: LinkedIn profile: in/guy1067
•Senior Consultant, Foviance•Customer Knowledge Manager, The Carphone Warehouse/BestBuy UK
•Global Online Marketing Manager, Mars, Inc (Drinks)
– Worked in the digital space for 12+ years– Thought leader within social customer care– Member of the Founding Council of BestServiceOne.com– Instructor for WOMMA-SOCAP (US) and Econsultancy’s (UK)
Digital Marketing Master’s programme– Blogger and contributor to various publications– Conference speaker
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YouTube
Brightkite
FourSquare
Where social media meets customer service
Gowalla
Friendfeed
Posterous
Delicious
Digg
Stumbleupon
Listorious
Gist
Pownum
TripAdvisor
Vark
Cofacio
Focus
SocialCRM Pioneeers
CustomerThink.com
Quora
Squidoo
Econsultancy.com
Best ServiceOne.com
MyCustomer.com
CustomerStrategy.com
My web shadow
2005Global Online Marketing ManagerMars, Inc
19th May 2008
@guy1067 started
26th Dec 2008
Beingguy1067 blog started
I am not a photographer
Google profile: http://www.google.com/profiles/guy1067
06/02/09
@GuyAtCarphone
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Senior Consultant
Foviance
Social, personal, business, interest…graphs
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http://inmaps.linkedinlabs.com/
Behaviour is changing
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•50% of people login to social networking sites regularly throughout the day
•43% of people check social networking sites before going to bed, 1 in 5 check when they wake up
•28% of people have uploaded a picture of a meal they were eating to a social site, this increases to 47% for 18 – 34 year olds
•27% of respondents expected a response within 3 days when complaining via a company web site, 1 in 5 expected a response within an hour on Twitter or on Facebook
We record the minutiae of our lives from the moment we wake up to the moment we go to bed
Source: Social Media, IAB UK December 2010
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“I resorted to social media because as a consumer I am tired of being placed on hold for interminable periods on the phone which historically has been a brand's mode of choice for engaging with customers - and I wind up building up my phone bill in the process. I was also tired of sending emails which, if they are acknowledged at all, get nothing more than an automated reply - something that is extremely impersonal and gives no indication of whether anything will be done at all.”
Quote from a customer of The Carphone Warehouse about why they used social media to complain
Jo(e) Bloggs has a voice
•Rise of people networks, emergence of self-branded ecosystems where information is exchanged, knowledge shared and help provided
•Google, Twitter, Facebook, YouTube are our first port of call
•Increasing ubiquity of smartphones
•Impulse behaviour becomes the norm
•Text supported by IRL activities
•Anytime, anywhere, anyone© Foviance 2011 19
And what about Mr Company?
“You have to go where your customers
choose to go. It is hard but you can’t stop the
journey.”
Quote from Warren Buckley, MD, Customer Services, BT
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Companies no longer in charge: Fish where the fish are*
•Democratisation of the tools of self expression•Tension between past and future, carrying the weight of industrialisation, while looking at the possibility of the future
•New ways of working: Connecting, sharing, participation, engaging, listening, enabling, interrupting, influencing, collaborating
•Generational resistance to ‘traditional’ methods of communication
•One-to-many & Many-to-many conversations•Customer engagement takes place in public spaces 24/7
•‘Now’ touchpoints •PR/brand opportunities
*Jeremiah Owyang, Social Media Marketing Storyboard #1: Fish where the fish are
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Impact on customer service
•Customer service has been pushed to the frontline•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’
•Underpinned by empathy and trust, transactional interaction to emotional and experiential engagement
•Emergence of independent sites•Resolution to experience, where experience is the service
•Technology and process with emotion and empathy wrapped around it
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Impact on customer service continued
•Call centre moving from cost saving to customer engagement, tactical to strategic business unit
•Customer service is decentralising, moving outwards into the hands of people
•Multichannel/multiplatform world•Customer service ‘at source’•Compete against/work with your own customers/people
Do we need to redefine what customer service is, what the call centre is, what a complaint is?
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Roles are changing
Creator
Participant
Prisoner
Promoter
Bystander
Voyeur
Passenger
Listener
Passerby
Pundit
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Explorer
Customer service is?
•Multichannel: Telephone, email, letter, in store, smartphone
•Multiplatform: Twitter, Facebook, Google Maps, FourSquare, YouTube, blogs
•Between friends, customers, people and companies
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Lines are blurring
Customer service Centralised
Synchronous Closed
TransactionalCorporate
OwnedPrivate
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CrowdserviceDecentralisedAsynchronous
OpenExperiential
PersonalSharedPublic
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From folklore to #socialobjects
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#UnitedBreaksGuitars
#Dell
#BTCare
#
#FrankEliason
#
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Where’s your brick wall?
•‘I’m sorry, we’ve got it wrong, how can I help?’
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– Integrating traditional, social and mobile channels–Ownership and accountability–Metrics–HR implications–Resourcing & skillset–Definition of a complaint–Where customer service is now provided and who
provides it–Definition of customer service–Definition of the contact centre–All too often the barrier is a personal one: I don’t get it!
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Understand your brick wall
•What does ‘openness’ mean for your company?•Do you know how open you want to be? •Do you know how open you can be? Should be? Could be?
•Do you know what your brick walls are?•Do you know where they are?•Where do you put them? •Are your brick walls real, perceived or convenient?
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“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.”
Quote from Charlene Li, Being open without giving away the store: The secret is a sandbox covenant, Altimeter Group
How would you respond?
“Your service is the worst!!!”
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Understanding your culture so you know how you would react before you are forced to react
Final thought
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You’re invited, but it’s our world. Take your shoes off at the door. If you want to barter with us, get down off that camel!
From the Cluetrain Manifesto, thesis 73
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Thank you for your time today
Guy StephensTwitter: @guy1067Mobile: 07795 387 366Email: [email protected]
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