Weitere Ă€hnliche Inhalte Ăhnlich wie Best Practices in Social Customer Service Excellence (20) Mehr von Our Social Times (20) KĂŒrzlich hochgeladen (20) Best Practices in Social Customer Service Excellence2. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Social Customer
Service
3. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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THE
CATALYST
4. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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THE
PROBLEM
5. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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THE
REWARD
6. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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âą Engagement &
Trust catalyst
âą Accelerated
learning
âą Small can look big.
Big can look small
âą Globalises brands
cheaply
âą Social + cloud =
ubiquitous access
âą Exposes opaque
behaviour
âą Viral carries both
good & bad news
âą Stresses existing
organisational
norms
âą Puts brands who
donât get it onto a
dangerous
downward spiral
7. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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The State Of
Social Customer
Service
8. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Overview
9. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Responsiveness:
Very Responsive 60%
Responsive 20-59.9%
Somewhat Responsive 5.01-19.9%
Not Very Responsive 0.01-5%
Unresponsive 0%
Response speed:
Very Fast Under 30 Minutes
Fast Under 1 hour
Average Under 4 hours
Below Average Under 24 hours
Slow Over 24 hours
How Good Are The Best?
10. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Needs Strong
Change Champions
11. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Source: Amexâs Global Customer Service Barometer 2012
Havenât used
social customer service
Have used
social customer service
Social=Greater Consequences
12. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Stakes Are Now Raised
13. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Upside
14. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Downside
Source:RichardHughes,ProductStrategyDirectorofBroadvision
15. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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A Need For âOne Agendaâ
16. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Cross Functional Integration
Dr. Rebecca Harris
leads the Social
Media Center of
Expertise at
General Motors in
Detroit
Impact
Fostering collaboration & greater brand impact
Benefits
Cross functional response time
From 24 hrs to 1.5 hrs â Twitter/Facebook
<3hrs enthusiast forums
Social teams from
âą Marketing
âą Communications
âą Customer Care
now co-located at HQ
17. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Mine Relevant Content
1. Customer Inspired Topics
2. Expectation Management
3. Service Triggered Stories
18. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Needs Actionable
Listening
19. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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The New Challenge
The key difference in Social Media is that, unlike other
channels, customers can be talking about you on sites across
the internet instead of talking with you directly via channels
you have offered
20. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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personal
blogs
review sites
TripAdvisor etc
self help
forums
online
communities
branded
expert sites
LinkedIn
Google+ Facebook
Twitter
YouTube
Pinterest
Tumblr
Sina Weibo
Social Ecosystem
peer2peer
support
corporate
blogs
ecommerce
reviews
Social
ListeningAbility To Influence
STRONGWEAK
21. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Listening Strategies
1. Track specific brand-
driven mentions
2. Reply to the most
urgent customer service
issues
1. Listen for âbigger pictureâ themes to
anticipate needs
2. Use social as early warning to brief
mainstream Customer Service
3. Track conversations about
product/service usage, not the brand
4. Listen for more than @xxx e.g. #xxx
5. Track issues and needs of your
competitorsâ customers
6. Listen for sales opportunities
22. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Beware Auto-Replies
23. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Needs A++
People
24. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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âą Become the point of resolution
âą Convey personal support
âą Express competence
âą Use active rather than passive language
Needs High Standards
25. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Same Or Different?
26. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Same Or Different?
27. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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âHow To Build & Run
Social Support Teamsâ
Criteria
28. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Criteria
29. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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âHow To Build & Run
Social Support Teamsâ
Criteria
30. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Management Style
31. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Needs
Cross Channel
Infrastructure
32. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Mapping The Social Journeys
33. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Example Customer Journey
34. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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The Customer Engagement Mix
Source: Data from a major telecom operator that provides customer care through Facebook, Twitter, and a
dedicated customer community. The sample represents 140, 000 customer requests.
35. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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1st Principles
Channels Multiply
They Seldom Die
36. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice â Text â Video
L I V E â A S S I S T E D S E R V I C E â S E L F S E R V I C E
Multi-Channel Ecosystem
37. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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86% will be more satisfied if
offered preferred channel
38. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Cross Channel #1
Peer to peer support is great
but only answers 40% of
questions on average
Therefore 60% need
escalating
39. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Cross Channel #2
40. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice â Text â Video
L I V E â A S S I S T E D S E R V I C E â S E L F S E R V I C E
Cross Channel #3
41. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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From
Twitter
To
Chat
Same
Advisor
42. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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From Chat
Back To
Twitter
Earn
Word Of Mouth
43. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice â Text â Video
L I V E â A S S I S T E D S E R V I C E â S E L F S E R V I C E
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Cross Channel #4
From
Twitter
Self serve
To
Advisor
via
Click2Call
#tweetserve
44. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Tech Ecosystem
45. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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What Matters?
46. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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2014 Priorities
Responsiveness
Interaction Quality
47. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Thank You!
@martinhw
brainfoodextra.com