9. 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 –
happily leaving organizations behind” 2
1. PR Week, 17 March 2010
http://www.prweek.com/news/bulletin/UKDaily/articl
e/990713/?DCMP=EMC-UKDaily
2. Social CRM: The New Rules of Relationship
Management, Altimeter, March 5, 2010
10. Social Media Has Empowered The Consumer
Company Control Customer Control
Past
• Company manages customer • Customer owns relationship
• Company controls brand • Customer voice amplified
• Company inhibits transparency • Customer perception shapes brand
• Company focuses on efficiencies • 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)
11. Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
12. Today’s Customer Experience
Your Your Your
Friends of Social
Friends Influencers Community www Contact
friends web
www Site Site 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.
13. Help Us Engage With Customers
through Social Media
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
Marketing Team
Highly skilled in 1:1
interactions
Deep understanding of
how customer needs align
with company offerings
Typically new to social
Contact Center Agents media
Fully utilized to generate
Also highly skilled in 1:1 interactions
company revenue
Deep understanding of how customers use
Strongly motivated by
products and services
quota and compensation Salespeople
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
14. What kind of skills are needed to engage
successfully?
Marketing Contact Center Salespeople
Team Agents
Professional communication
style while representing the
company in 1:1 conversations
Knowledge about company
products, policies and
procedures
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
15. Customer Engagement
Through Social Media
5. Record social media
interactions and
measure outcomes
4. Provide representatives with your customer
3. Route the a simple means of engaging,
important with the company’s best
conversations to knowledge and guidance at
qualified company their fingertips
representatives
2. Find the 1. Get access to
conversations that conversations
matter to your across social media
company channels
16. Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
17. 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
customer information across service,
marketing, and sales
Deliver seamless escalation from self-
service to assisted channels
18. Foundations of a Social Media
Engagement Strategy
Listen and respond Build community
• Answers
Support • Forums
Community • Resources
• Ideas
Innovation • Concepts
Community • Features
Social • Moderation & management
Experience • Administration
Designer • Building tools
23. 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 configuration
Script and guide design
Define and manage business rules and
processes
Easily extend desktop functionality
24. Agenda
Some Social Insights
RightNow Customer Findings
Making It Real: Social Media and the Contact Centre
Case Study: Navy Federal Credit Union
25. Case Study
Navy 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.
