ted social media and the contact centre - nl
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Social Media and The Customer Experience
© RightNow Technologies, Inc.
Getting You Back Into Your Customer’s Conversations
Ted Bray
Vice President, Contact Centre Solutions
RightNow Technologies
twitter: @ted_bray
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Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
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Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
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Facebook has 500 million members
3rd most populous “country”
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Visiting social sites in Europe is the
Most popular online activityahead of email!!
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Does Social Media Scare You?
More than 70% of companies blame social media as the main cause of igniting public relations crises.1
“Customers connect with each other –“Customers connect with each other –happily leaving organizations behind” 2
1. PR Week, 17 March 2010 http://www.prweek.com/news/bulletin/UKDaily/article/990713/?DCMP=EMC-UKDaily
2. Social CRM: The New Rules of Relationship Management, Altimeter, March 5, 2010
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Social Media Has Empowered The Consumer
Past
Company Control Customer Control
• Company manages customer
• Company controls brand
• Company inhibits transparency
• Company focuses on efficiencies
• Customer owns relationship
• Customer voice amplified
• Customer perception shapes brand
• Customer makes smart, informed choices
• Social interactions surpass email (a)
• 1% of customer conversations are assimilated as organizational knowledge (b)
• 9% of customer conversations touch the organization, but no learning occurs (b)
• 90% of customer conversations never touch the organization (b)
a) Source: Neilson Media
b) Source: Consortium for Service Innovation (CSI)
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Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
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Today’s Customer Experience
Friends of
friends
Social
web
Your
Community
www SiteInfluencersFriends
Your
www
Site
Your
Contact
Center
Customers have left organisations behind as they make purchase decisions, look
for help, and voice their opinions. Contact Centres have become the last resort
for customers to turn to. They must evolve to get back into the customer dialog
earlier.
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Help Us Engage With Customers through Social Media
Marketing Team
� Traditionally maintain the company’s image online
� Skilled in broadcast and online media production
� Public relations / positioning approach to communications
� Limited resources� Minimal experience dealing
with real customer issues
� Highly skilled in 1:1
Salespeople
Contact Center Agents
� Highly skilled in 1:1 interactions
� Deep understanding of how customer needs align with company offerings
� Typically new to social media
� Fully utilized to generate company revenue
� Strongly motivated by quota and compensation
� Also highly skilled in 1:1 interactions� Deep understanding of how customers use
products and services� Knowledgeable about company policies and
procedures� Experienced in handling sensitive and critical
situations� Typically new to social media� Focused on representing the company
across media channels
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What kind of skills are needed to engage successfully?
Marketing
Team
Contact Center
Agents
Salespeople
� Professional communication style while representing the company in 1:1 conversations
� Knowledge about company products, policies and procedures
� Experience handling high-value � Experience handling high-value and influential customers
� Capable of managing sensitive situations and upset customers
� Familiar with social media
� Expertise solving customer issues
� Trained in retaining unhappy customers
� Access to company systems needed to solve customer’s need
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Customer Engagement Through Social Media
your customer3. Route the
4. Provide representatives with
a simple means of engaging,
5. Record social media
interactions and
measure outcomes
1. Get access to
conversations
across social media
channels
2. Find the
conversations that
matter to your
company
3. Route the
important
conversations to
qualified company
representatives
a simple means of engaging,
with the company’s best
knowledge and guidance at
their fingertips
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Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
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Connect The Pieces:Treating Social Media as a “Contact Channel”
Contact Center Agents enabled to support social interactions
Capture, track, and respond to customer inquiries across channels and domains: phone, web, email, chat, social media.
Have a complete, central view of Have a complete, central view of customer information across service, marketing, and sales
Deliver seamless escalation from self-service to assisted channels
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Foundations of a Social MediaEngagement Strategy
• Answers• Forums• Resources
Support Community
Listen and respond Build community
• Resources
• Ideas• Concepts• Features
Innovation Community
• Moderation & management• Administration• Building tools
Social Experience Designer
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Monitor Social Networks For Engagement Opportunities
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Routing an Engagement to a Socially-skilled AgentWorking the Engagement in Agent Desktop, in Social Media
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“Changing the Channel” of the Engagement Within The Agent Desktop
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“Changing The Channel” Again,This Time to the Telephone
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Designing the Agent Desktop is Key:Scripting Customer Experience By Customer, Channel, Domain, Context
Tailor the quality experience you want for your customers
Design workspaces that change based on customer, interaction, agent skills, domain, channel, etc.
Drag & drop workflows design
Role-based workspace configurationRole-based workspace configuration
Script and guide design
Define and manage business rules and processes
Easily extend desktop functionality
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Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
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Case StudyNavy Federal Credit Union
$41.5 billion in assets, 3.5 million customers, 200 branches
RightNow's Cloud Monitor to scan social sites like Twitter, YouTube, and others to track what is being said about them in the social space.
Tracks over 1,700 posts per week that mention NFCU
A seven-member team narrows those posts down to relevant mentions
Average of 10% turned into actual incidents that are worked by social-skilled customer service agents.
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A Parting Thought
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Thank You!
© RightNow Technologies, Inc.
Ted Bray
Vice President, Contact Center Solutions
RightNow Technologies
twitter: @ted_bray