More Related Content More from Our Social Times (20) Best Practice in Social Customer Service What Works and What's Still Broken2. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
1. social #custserv - part ofā¦.
3. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
1st Principles
Channels Multiply
They Seldom Die
4. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Multi-Channel Journeys
5. 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
Ā© Brainfood Consulting 2014
6. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Mapping The Social Journeys
7. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice ā Text ā Video
L I V E ā A S S I S T E D S E R V I C E ā S E L F S E R V I C E
Ā©Brainfood Consulting 2013
Design Dashboard
8. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
9. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Escalation
P2P support is great but only
answers 40% of questions on
average
Therefore 60% need escalating
to live assistance
10. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Escalation
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice ā Text ā Video
L I V E ā A S S I S T E D S E R V I C E ā S E L F S E R V I C E
Ā©Brainfood Consulting 2013
O2#TweetServe
ā¢ balance
ā¢ remaining data
ā¢ call allowance
ā¢ system updates
ā¢ handsets offers
11. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Best of... Leverage P2P
knowledge
by integrating into
customerās favoured
platforms
12. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Cross Channel
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice ā Text ā Video
L I V E ā A S S I S T E D S E R V I C E ā S E L F S E R V I C E
13. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
From
Twitter
To
Chat
Same
Advisor
Cross Channel
14. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
From Chat
Back To
Twitter
Earn
Word Of Mouth
Cross Channel
15. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
1. The Task
ā¢ The easiest/fastest way
ā¢ Its importance
ā¢ Timeliness/responsiveness
ā¢ Accuracy/audit trail
ā¢ Experience
2. Their Situation
ā¢ At home/at work/on the
move
ā¢ Location & desire for
privacy
ā¢ Time to spare, in a rush
ā¢ Communication options
Influences On Channel Choice
16. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Influences On Channel Choice
3. Their Communication
Habits
ā¢ Forms of communication
& devices they have
become familiar with and
trust
4. Their Awareness Of Options
ā¢ What they do/do not know
you offer as means of
communication
17. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
1. The Task
ā¢ Offer a full range of
appropriate channels
Promote them based on
their value to the
customer than their
internal unit cost
2. Their Situation
ā¢ Understand customer
circumstances
ā¢ Design for most frequent
communication needs
Implications
18. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Implications
3. Their Communication
Habits
ā¢ Ask them and log as CRM
trigger
4. Their Awareness Of Options
ā¢ Promote as part of a
professional service
offering
19. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Signposting
20. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
2. SLAs - 2014 differentiator
21. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Responsiveness
22. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
23. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
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
24. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Little Common Best Practice
25. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Context Drives Expectations
26. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Enough To Differentiate
27. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
3. One Agenda - ever more important
28. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
personal
blogs
review sites
TripAdvisor etc
self help
forums
online
communities
branded
expert sites
LinkedIn
Google+ Facebook
Twitter
YouTube
Pinterest
Tumblr
Sina Weibo
Service Priorities
peer2peer
support
corporate
blogs
ecommerce
reviews
Social
ListeningAbility To Influence
STRONGWEAK
1st Tier Priority
ā¢ A Customer asking you a direct question
ā¢ A customer expressing dissatisfaction
ā¢ Customers that have an urgent
product/service need
ā¢ Escalating potential crisis issues
2nd Tier Priority
ā¢ General references of your products and
services
ā¢ Positive experiences of your products and
services
ā¢ Indirect references that are relevant to your
industry
29. 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
Ā© Brainfood Consulting 2014
GOODWILL
INDEX
In todayās world of socially minded and mobile
connected consumers, a brandās goodwill index
can rise and fall across the day with the same
volatility as their share price
We are slowly waking up to the realisation that
this demands co-ordinated real time
management to even keep up, let alone get
ahead
30. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
A Need For āOne Agendaā
31. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Next Generation Engagement
Social
Media
Monitoring
Categorisation
ENGAGE
IGNORE
IMPROVE
INNOVATE
Marketing
Sales
Service
People/Situations
CX
Organisation
Product
Service
Analytics
Change Management
Global SMEs Regional SMEs Local SMEs
Collaboration
Uncovering
the opportunity
Ensuring
the benefits
32. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
4. Works & Still Broken
33. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ā s S t i l l B r o k e n ?
Ā© Brainfood Consulting 2014
Level Of Interest
People/Tech Investment
Towards SocialCRM
Consistency of CX
Crisis Mgt
Closed Loop Improvement
Use of Social Data
Individual Flashes Of Genius