Leveraging Social Media To Transform the Customer Experience
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Your organization’s ability to deliver its value proposition --throughout the entire customer experience --is on display for the world to weigh-in on and therefore influence…making every interaction with your customer more important than ever. Social media has revolutionized the way consumers search and purchase products and services today. Businesses worldwide have jumped on the viral band wagon of leveraging these channels to enhance the customer experience— and if they haven’t— they’re trying to figure out how to catch-up. With 78% of consumers trusting peer recommendations found on social networking sites over any other source – your company cannot afford to be missing in the conversation. Listen to this exclusive webinar to learn how: * You can leverage social media to drive customer loyalty * Make fans out of mistakes * Engage customers in service design * Create armies of brand enthusiasts to help you grow your business
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Leveraging Social Media To Transform the Customer Experience
- 1. Customer Service is Back in Style! but with a whole new look Presented by: Joanie RugeSVP, Service Excellence, SFN Group http://www.facebook.com/monsterww @monster_works @monsterww Sponsored by: http://www.monsterthinking.com/ http://www.youtube.com/user/MonsterVideoVault
- 2. Agenda What’s driving customer service revival? Social networking has changed customer experience Leverage social media to your advantage Five trends to watch in 2011 & beyond
- 3. The Red Coats are Back! 90% of $500M+ say it’s critical to their company’s strategy 80% of all companies view it as key differentiator
- 4. Social Networking Revolution SELF-EXPRESSION DISCOVERY INTERACTION The Customer Experience
- 5. Social Networking RevolutionOld Vs. New Consumer Decision Factors Old Decision Factors
- 6. Social Networking RevolutionOld Vs. New Consumer Decision Factors New Decision Factors
- 7. Transparent Value PropositionNot a Fad, New Reality Over 200,000,000 blogs 54% of bloggers post content or tweet daily 34% of bloggers post opinions about products & brands 25% of search results for the world’s top 20 largest brands are links to user-generated content 80% of Twitter usage is outside of Twitter…people update anywhere, anytime …imagine what that means for bad customer experiences?
- 9. Research
- 12. Customer Experience… All Customer Touch Points, not just “Help Desk” Advertising WWW Public Relations Marketing Sales Billing Delivery/Installation Service Help 9
- 13. Guiding PrinciplesHow To Leverage Social Media to Your ADVANTAGE
- 14. How to Leverage Social Mediato Your Advantage Recommit to delighting the customer Make a fan out of a mistake Invest in what will differentiate you Engage customers to co-create the experience Create an army of brand enthusiasts
- 15. How to Leverage Social Mediato Your Advantage Guiding Principle #1 Recommit to delighting the customer Social media does not replacethe need for sound customer service processes.
- 16. How to Leverage Social Mediato Your Advantage Guiding Principle #2 Make a fan out of a mistake How you handle a failure is what leaves the lasting impression
- 19. Feedback
- 21. Feedback Benefits: Increased customer loyalty Increased customer satisfaction Greater positive word of mouth Excellence in customer service Increased revenue Increased profits Increased staff satisfaction
- 23. Online voice At IBM, it’s about losing control “We don’t have a corporate blog or a corporate Twitter ID because we want the ‘IBMers’ in aggregate to be the corporate blog and the corporate Twitter ID.” Adam Christensen, IBM Corporation
- 26. 100,000 employees using them
- 28. A few thousand “IBMers” on Twitter
- 29. Thousands of external bloggers
- 31. Up to 500,000 participants in company crowd-sourcing “jams”
- 32. 50,000 in alum networks on Facebook and LinkedInResults: Crowd-sourcing identified 10 best incubator businesses, funded with $100 million $100 billion in total revenue, 44.1% gross profit margin in 2008
- 34. Online voice
- 35. Five Trendsto Watch in 2011 and Beyond
- 36. Social Media Impact on Customer ExperienceFive Trends to Watch in 2011 and Beyond Customer-To-Customer Support to Increase Self-Service Adoption Continues to Grow Out-sourcing is Out, In-sourcing is In Customer Service Organizations Becoming More Personal Mobile Customer Experience Matures
- 37. The Power of Social Media Far-Reaching, Effective Way to: Build your brand Increase your customer base Build relationships with your existing, former and prospective customers. Influence the customer’s new decision making journey. Gather valuable feedback on products and services Create another streamlined channel for the customer experience itself … at a significantly lower cost than any traditional mediums
- 38. Power of Social MediaWhat We’re Doing at SFN Group Web TV viewers = over 20 million Twitter Followers = 6,888 Facebook Fans = 8,743 (55% more than competitors) Text job alert database = 50,000
- 39. Power of Social MediaWhat We’re Doing at SFN Group Service Excellence dedicated staff Constantly monitor social media Elevation process for timely responses Participate in online conversations Facebook fan pages for all local offices Surveys online, texting
- 41. SFN is committed to measuring delivery of service excellence & continually improvingThe Ultimate Question… 4.25! “ “ Would you recommend Us?
- 42. Thank you & Questions? Joanie Ruge, SVP Service Excellence, SFN Group JoanieRuge@sfngroup.com Twitter: @JoanieRuge sfngroup.com Facebook.com/JoanieRuge 954.308.7600 Blog: thesocialworkforce.com 26
Hinweis der Redaktion
- What we’ll discuss today:What’s driving the customer service revival?How social networking has changed the customer experienceWe’ll share a few strategies and real-world examples of how you can leverage social media to your organization’s advantage when it comes to customer serviceFive trends to watch in 2011 and beyond as the convergence of social media and the customer experience continues
- Have you noticed the red coats are back! Delta’s “Red Coats” are well known as the airline’s “elite customer service agents” of the past. The return of Delta’s red coats is just one very visible sign of an explosive surge in customer service initiatives that has taken place over the last 2 years. For Delta, the move is designed to boost customer service in an industry whose customer experience has become highly automated. This is a change customers have welcomed for its convenience. But whose decision to slash perks, reduce the number of flights and other customer “take-aways” have disappointed -- resulting in the highest number of customer complaints about poor services than any other industry.But Delta is not alone in re-focusing on customer service and the customer experience.The fact is that 90% of large co’s view customer service as critical to their company’s strategy, and 80% of all companies view it as key differentiator.Customer Service has always been important. So what has changed to create this paramount shift?(Note: contributing factors are the tight economy, increasing competition, pressure on pricing)
- Think back just 5 years ago – if you were going to purchase a computer or television, your search and decision journey might look something like thisIn the New digital age, the consumer’s journey is vastly different.Old Decision Journey Friends/Networking (people) Consumer Guide (book) Catalogue Visit Store (store) Contact Sales Rep to make purchase (sales rep)New Decision Journey in Digital AgeFacebook logoGoogle logoYou TubeOnline comm logo (ivillage)Twitter logoGoogle Blogger symbol iconAmazon Thumbs/DownIn-store PhoneOnline
- Think back just 5 years ago – if you were going to purchase a computer or television, your search and decision journey might look something like thisIn the New digital age, the consumer’s journey is vastly different.Old Decision Journey Friends/Networking (people) Consumer Guide (book) Catalogue Visit Store (store) Contact Sales Rep to make purchase (sales rep)New Decision Journey in Digital AgeFacebook logoGoogle logoYou TubeOnline comm logo (ivillage)Twitter logoGoogle Blogger symbol iconAmazon Thumbs/DownIn-store PhoneOnline
- Basically, your ability to deliver on your value proposition --throughout the entire customer experience continuum – is on display for the world to weigh-in on and therefore influence. And if there is anyone who still thinks this is a fad, think again.Over 200,000,000 BlogsOf which 54% post content or tweet DAILY34% of bloggers post opinions about products & brandsIn fact, 25% of search results for the World’s Top 20 largest brands are links to user-generated content80% of Twitter usage is outside of Twitter…people update anywhere, anytime… imagine what that means for a bad customer experiences?How fast, how far and how influential a bad experience can be.It’s a far cry from the old days when you had a bad experience. Complain to a few friends, contact a supervisor, and write a letter to the editor that probably didn’t get published.From USA Today, 11/18/2009Social Media Like Twitter Change Customer ServiceSAN FRANCISCO — When Wes Harper's high-definition cable service went on the fritz a few months ago, he hopped on Twitter and tried to reach Comcast's customer service reps.At the time, it seemed the best course of action, given Comcast's sterling reputation on the social-media service.But Comcast ignored him, pushing Harper, a 26-year-old digital-media strategist in Naples, Fla., to take extreme measures. He began a campaign of "flaming" Comcast with withering tweets.Eventually, he got Comcast's attention, and the issue was resolved.Leyl Master Black had quite a different experience. Instead of looking for a Dell rep after her PC's hard drive died, Black got the rep to come to her.After Black griped on Twitter, a blogger friend put Black in touch with a Dell expert. Problem solved. "It was so quick," says Black, 39, of San Francisco.Such are the vagaries of customer support on Twitter. Hailed as the Next Big Thing, customer service through tweets is a work in progress, says Pete Blackshaw, executive vice president of digital strategic services at Nielsen. The performance of many companies has been uneven as they try to handle a crush of customer queries, integrate Twitter into their overall strategy and manage the heightened expectations of consumers."Social media is not a panacea," says Blackshaw. "It is a catalyst for fresh thinking on how companies can improve customer service in the digital age."More than half of the Fortune 100 companies are using Twitter for customer service, recruiting employees, blasting news and announcing promotions, according to the study by public relations firm Burson-Marsteller and its digital-media unit, Proof. Yet a recent Deloitte survey concludes that organizations continue to struggle to harness social media's full potential.The 'instant gratification' trap "Companies go in with expectations too high, and they risk disappointing customers who don't get prompt replies," says Lloyd Trufelman, president of Trylon SMR, a public relations firm for media companies.Twitter should augment customer service, not be some magic bullet, he says. "If a company's DNA is not truly dedicated to listening and responding to customers in a genuine and timely manner, no technology will provide a solution."Michael Brito, who left Intel as director of social media this month to take a similar job at Edelman Digital, acknowledges it is "impossible to respond to everyone on the social Web unless you have an army of thousands of people on your staff."There is also the misperception among many Twitter users that they have higher priority for help."Twitter is like a tragically hip New York night club," says Bob Warfield, CEO of Helpstream, which provides customer service technology to companies. "It is a cool, easy way for companies to engage customers in social media. But the experience can be loud and crowded."Companies are spending millions of dollars on their Twitter operations, a fraction of the multibillion-dollar customer service industry.Consumers certainly are looking for help on Twitter. In one recent survey, 58% of respondents said if they had tweeted about a bad experience, they would like the company to respond to their comment.Easier said than done, customer service experts say.There are simply not enough resources to handle the avalanche of tweets, says Jason Mittelstaedt, chief marketing officer at RightNow Technologies, a provider of customer service software that oversaw the survey.That's especially true, he and others say, when so many consumers use the Internet day and night, expecting immediate results. "They want instant gratification," Mittelstaedt says.Often, results depend on the scope of the problem, the availability of support staff online and the time of day. Getting a prompt answer at 3 a.m. isn't likely."Twitter is not perfect, but there are a lot of benefits that outweigh some of these hiccups," says Frank Eliason, director of digital care at Comcast. Above all, Twitter has made Comcast "more transparent and showed the benefits of listening to our customers through all communications channels."He has 11 people working under him to handle queries from 33,500 followers. He points out that Comcast uses Facebook, YouTube, blogs and help forums in addition to Twitter."Solving a technical issue in 140 characters is hard," says Toby Richards, head of Microsoft's community and online support. Its @MicrosoftHelps, devoted to Windows 7, has 3,500 followers. There are plans to beef up support for non-Windows 7 products as well."It's like being a high-tech concierge," he says of @MicrosoftHelps' seven full-time employees and much larger support staff. "Our tweets have links to solutions. The essence is for followers to help one another."Ideally, Twitter should be one of several solutions. A small and manageable operation smartly augments strong phone, e-mail and online chat support, says Rich Buchanan, chief marketing officer at home phone service Ooma. Its five-person team serves about 1,000 followers.With such a large ratio of Twitter followers to company reps, it is likely the customer service experiences of consumers will continue to run hot and cold, Nielsen's Blackshawsays."Twitter is raising the bar, but anyone who oversells it is succumbing to digital hype.
- So with all the potential and influence of this new communication channel, what can you do to leverage social media to your advantage and minimize negative “PR”?
- Leverage Social Media to Your Advantage Recommit to delighting the customerMake a fan out of a mistakeInvest in what will differentiate youEngage customers to co-create the experienceCreate an army of brand enthusiasts
- Guiding Principle#1Recommit to delighting the customerNumber one priority is to recommit as an organization to delighting the customer. The goal is for consumers to have an experience that is so positive, that they will tweet, blog and post about it. Think about all of the “free PR” on a medium that carries more credibility than any other!Social Media Does Not Replace Need for Sound Customer Service ProcessesRemember that customer service will find its way into any communications channel adopted by consumers, and social media was no different. The key is to view social media as simply one channel of your overall customer service, and not a band-aid solution for support. If you don’t have sound customer service processes in place, don’t expect social media service to compensate for this. Focus on how you can create a better customer experience.Gather feedback from your customers (Voice of the Customer initiatives) so you understand the experience from their perspective -- in person, online vehicles, etc. Consider all the touch points a customer has within their experience and evaluate improvements within each. Anticipate what could go wrong. Create effective processes for prompt resolutions that live up to your brand’s promise.
- Guiding Principle #2Make a Fan out of a MistakeMaking a mistake is inevitable for any organization. Fortunately, customers tend to understand that everyone makes mistakes. It’s how you handle the mistake that leaves a lasting impression. Decisions about how to handle mistakes can actually help boost your trustworthiness, while also making you a more “real” company that consumers can connect with on a personal level. Consider these two examples:Ex 1: Netflix, the DVD-by-mail service with 10 million subscribers, prescribes to decision making that “honesty is the best recovery.” They let ALL of their customers know when something goes wrong, not just those who experienced the occasional interruption in service. In fact, in August of 2009, Netflix emailed a large number of its subscribers to apologize for an Xbox Live streaming outage that occurred the day before. Netflix emailed everyone that could have possibly seen this blip in their service and offered a refund—including users who didn’t suffer through it at all.Ex 2: The University of Michigan Health System decided to enable doctors, nurses and all hospital staff to exercise their natural instinct and to say “sorry” when something went wrong. An early adopter of a process that encourages transparency with healthcare providers and patients and their families, the University of Michigan encourages (without fear) a swift and caring explanation, and when appropriate, a heartfelt apology. Doctors and lawyers worried that this level of transparency and just uttering the words “sorry” would drive an increase in claims and malpractice suits. But when put into practice, the complete opposite occurred.Smaller example from our own experience, as a company who has two sets of customers --- our candidates who we place in jobs and the businesses that employ them.Person had contacted one of our office specializing in Accounting placements. He tweeted about how upset he was with us because he never received a call back, and at least deserved the courtesy of a phone call. Since we monitor social media outlets all the time. We were able to alert the office and found out that the person answering the phone had transposed two numbers and had been dialing the wrong number. We responded to his tweet, and spoke with him personally. We even found him a terrific job – which he then glowingly tweeted about.
- Guiding Principle #3 Invest in What will Differentiate you from the CompetitionDedicated Customer Experience ResourcesDedicated customer experience resources (this is way more than just a call center) are able to focus on measuring, assessing and implementing improvements based on an external view of the customer experience. If fact, Kiplinger recently published a list of the top ten jobs that didn’t exist last year. More than half were in the area of digital media. Positions such as. Online Community Manager, Search Engine Optimization Specialist, User Experience Manager and Online Advertising Manager. A bit of a clue as to where your competitors may be heading. Research shows that with a tight economy and increased competition, customers will not hesitate to leave a provider with whom they have a poor customer experience.Processes that Cross Communication ChannelsNew customer communication challenges are being created and evolving each year, which creates both an opportunity and challenge for organizations. On the upside, the more channels an organization offers, the more likely customers are able to choose their preferred channel, inherently creating a better experience. The challenge becomes how to create a consistent, seamless experience across rapidly growing channels? Many organizations are plagued by channel silos, each with their own processes and customer data sets, which makes creating an enjoyable, cross-channel experience difficult, if not impossible. The key is to break down these silos and model the experience across them. Channels should share one view of the customer, be modeled on one set of guiding customer experience principles, and allow easy escalation between channels. Because this often requires an overhaul of processes and supporting technology tools, only the most advanced customer experience organizations do this presently. (example of a company?)
- Guiding Principle #4Engage Customers to Co-Create the ExperienceExperience DesignWhat better way to design an optimal customer experience, than having your own customers contribute to its design? The leading customer experience organizations embrace this method today, through advisory boards, focus groups, and of course through social media idea sharing.FeedbackWhen it comes to gathering feedback, Apple is a perfect example of how savvy companies are using Social Media to manage product releases and enhancements. When they release a new product, such as the latest version of the iphone, they are watching social media outlets like crazy looking for customer feedback, and responding to any feature misuse, potential flaw, etc. They communicate on the same Social Media channels, sharing either the resolution or the plan for a resolution. When they introduced a new version once, there was a particular customer need that had not been anticipated (Example from lisa?) and they learned about it on social media.They quickly developed a mobile application and made it available to customers, using every means of communication available, including social media to announce it. If you think about it, information that years ago was extremely expensive to gather through CRM systems – called real-time customer feedback – is now at our fingertips through social media and it’s for FREE. And the end benefits to these types of proactive customer experience management programs are incredible.
- Guiding Principle #4Engage Customers to Co-Create the ExperienceOrganizations who do this successfully enjoy the benefits of…Increased customer loyaltyIncreased customer satisfactionGreater positive word of mouth Excellence in customer service Increased revenue Increased profits Increased staff satisfaction
- (Final) Guiding Principle #5Create an Army of Brand EnthusiastsIBM is an excellent example of both culture alignment and an influential online voice.At 114 years old, IBM, who many people think of as “traditional and corporate” has become a leader in social media by literally “losing control” of it.They have no corporate blog, no Twitter account, no limitation on which members of their workforce are allowed to participate. Instead of ”corporate,” they want the thousands of IBMers to be the voice of the company.This decentralized social media approach has given way to unprecedented collaboration and innovation.
- (Final) Guiding Principle #5Create an Army of Brand EnthusiastsFinding Your Online VoiceOrganization: IBMSocial Media Stats:No IBM corporate blog or Twitter account17,000 internal blogs100,000 employees using internal blogs53,000 members on SocialBlue (like Facebook for employees)A few thousand “IBMers” on TwitterThousands of external bloggers,Almost 200,00 on LinkedInAs many as 500,000 participants in company crowd-sourcing “jams”50,000 in alum networks on Facebook and LinkedInResults:Crowd-sourcing identified 10 best incubator businesses, which IBM funded with $100 million$100 billion in total revenue with a 44.1% gross profit margin in 2008FOR BACKGROUND:What Works: IBM’s Culture for Social Media InnovationStand backHave guidelines, but don’t police from above. Employees tend to self-regulate.Involve employees in SM planningLet employees write the guidelines and they’ll feel empowered.Give them the tools—and a green lightNot every company can create their own tools. Look for powerful social media tools and encourage employees to use them to do their jobs better.Use crowd-sourcingBring together employees, clients, partners and friends for powerful idea-sharing.In this vibrant forum, employees exchange ideas, advance conversations and do a little self-promotion of their projects.An internal wiki serves as a hub of information, drawing wellover a million page views every day. Additionally, downloads in the company’s user-generated media library now total 11 million.An IBM tool called Dogear functions like Delicious, a social bookmarking site. Blue Twit mimics Twitter. A tool called SocialBlue acts like Facebook, helping employees stay connected with former colleagues and get to know new ones.Like Facebook, the 53,000 or so SocialBlue members share photos and status updates. In IBM’s widely dispersed environment, family photos mimic cubicle-decor and dialogue mimics water-cooler interaction.
- (Final) Guiding Principle #5Create an Army of Brand EnthusiastsThe goal is to create a loyal fan base, so positively engaged by you, that they want to happily post and tweet about you. Aligning your culture and brand will play an important role in this.Culture & brand alignment:Some of the most successful retailers have a distinct image and identity online and off. But with the level of transparency that social media has fostered, it is more important than ever to work to align all of your employees with the vision, mission, and brand of the company, so that that image and experience will be consistent to consumers. The customer experience DOES NOT belong to the customer service department. It belongs to every employee who is a factor in any one of the customer touch points. By starting from within, you are able to create a fantastic base for your loyal brand enthusiasts, which should ultimately include: employees, partners, customers, industry influencers, and other subject matter experts.Finding Your Online VoiceSo many companies we talk to about social media are scared about the impact social media will have on the public voice and persona of the coming. They worry about letting local offices have a Facebook page, or having enough “corporate” people to control blogging responses, etc. What happens if a disgruntled employee posts, or an employee says something inappropriate? The reality is that whether it’s on a company-sanctioned site or not, that is already happening. If you have a strategy that provides guidelines, while also creating a good volume of information, you can have more influence over your online voice. Think about it. One or two faux pas will be far less noticeable if you have hundreds, even thousands of positive chatter on any given day.
- We’ve discussed guiding principals for using Social Media to positively contribute and manage your customer service experience.Now let’s take a look at what’s to come. Five trends to watch in 2011 and beyond.
- BUILD1 Customer-To-Customer SupportStudies show that tweeting or posting on Facebook often gets consumers quicker resolutions to their issues than calling the customer service number – Making customer communities one of the best support channels an organization can have. The sheer number of customers is larger than the number of support personnel, and best of all they are free to the organization .An interesting example - Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0. A win-win for both business and the customer. Look for collaborative community customer support to increase in 2011. 2 Self-Service Adoption Continues to GrowBusinesses like self-service because it is the most cost-effective way to provide 24/7 customer support. Customers like self-service because they can find what they are looking for without delay (call waiting times to speak with an agent, email response lag time). For example - You can now check yourself in at an airline and out at a supermarket. Also you can do-it-yourself at some auto-rental companies and buy electronics at vending machines. Another win-win proposition for both entities. Look for more and more self-service kiosks and self-service Internet features in 2011. 3 Out-sourcing is Out, In-sourcing is InMany large North American companies have been outsourcing customer service and support overseas in an attempt to cut costs. This has caused the quality of service to suffer, causing customers to leave. Ironically, this resulted in a cost increase because acquiring new customers is a costly proposition. These companies realize customer support is too important to be outsourced, and will increasingly be transferring this function back home. 4 Customer service organizations are going to get way more personal. If you think about it today’s typical experience with customer service is a phone representative who follows a certain number of scripted steps before escalating your issue, no matter what that issue is. Delivering excellent customer service will require more free-flow, decision making to reach the right resolution in the shortest time. To accomplish this Forrester is predicting that organizations will investigate methods to recommend to agents the ‘next-best actions’ during the service resolution process - which include if and when to offer cross-sell and upsell products or service. Forrester also predicts an increase in real-time analytics to help with organization’s match-making skills, in order to better pair agents with customers.5 Mobile Customer Experience MaturesThe mobile channel continues its explosive growth in adoption. A recent study shows that more than 96% of US consumers own a mobile phone and almost half have a smart phone (Sterling Commerce and Demandware). It also shows that 15% of consumers have used mobile to make a purchase, and almost a quarter to compare prices or products.In addition, 25% of Americans in the past month say they’ve watched a short video…on their phone.In response to this trend, organizations are working to improve the mobile experience -- Using intuitiveness, simplicity, and usefulness as the guiding principles. In the retail and financial sectors, where mobile application have taken the lead, many users are saying they enjoy the mobile experience over the web experience. Why? Less clutter, simpler, and fewer steps to accomplish the customers objectives.
- To put all of this into context:Social Media is a far reaching and effective way to:Build your brand.Build your customer base.Build relationships with your existing, former and prospective customers.Influence the customer’s new decision making journey.Gather valuable feedback on products and services.Create another streamlined channel for the customer experience itself … at a significantly lower cost than any traditional mediums.
- What We’re Doing at SFN GroupHere are just a few examples of how we us social media at SFN to stay in touch with our customers:Series of twitter campaigns from various subject matter experts on recruitment and other workforce strategies, amounting to 6,888 followersOur Facebook campaign, including overall corporate pages, as well as fan groups by location have resulted in 8,743 (which is 55% more than our national competitors.We prooduce several original web TV series, the longest running of which has drawn over 1 million viewers!And we are becoming very aggressive in using mobile applications and texting – with a mobile database of 20,000 and growing.
- In terms of the Customer Experience, social media has had an impact as well:At Spherion, customer service has always been a core value, in fact it is the key differentiator of our company, with staff dedicated to Service Excellence, executive compensation tied in with customer satisfaction ratings, and very much reflective of our company’s culture. But with social media, even we had to take it up a notchAll offices have FB page interact with candidatesMonitor all social media mentions and participateReport back into my deptTimely action – Elevation process in placeDoing more survey activity through texting now