12. Broadcast v Listen 62% Felt that ‘companies are only interested in selling products and services to me, not necessarily the product or service that is right for me’ 12
13. Transparency & Trust 7% Trusted companies to ‘always act in their best interest’ 13
16. Trusted Advice 95% Used some form of internet comparison site formal and informal locations friends, families, professional reviews people they believe are similar to themselves 16
17. Open To Dialogue 69% Believed there would be a positive impact from companies taking more time to find out about their needs and interests 17
18. Open To Participation 82% Were interested in participating in product development Believed it would make them more likely to tell others about the company 18
19. 19 Why FAQs and Web Chat areno longer adequate online responses
30. Customers can post a comment to a brand’s Facebook Support wall, which is then pushed into the support system as a ticket with the Facebook customer listed on the ticket The customer service representative can push an update by responding directly on the wall Capabilities include Self service via a searchable FAQ Live chat Real time monitoring of posts and comments 30 Going Where The Customers Are
31. Going Where The Customers Are Create clear channel guidelines Vodafone have ensured they can dedicate the VodafoneUk account to customer service, by creating a separate account to broadcast exclusive news and latest deals called VodafoneUkdeals 31
34. Customer Service Via Customer Communities 34 The knowledge Base is managed and maintained by an organisation’s customer base It feeds and is fed by a number of social support functions Blogs, Ideation, product/service specific user forums
38. 38 Real Time Support ‘Ask Wells Fargo’ supports customers in real time –while keeping true to their bankers hours tradition. Rather than hide behind a logo, they use real human voices and names, increasing trust
45. 45 Example Of Current Best PracticeLithium’s approach to recognition
46. Example Of Current Best Practicesocial media policy to empower employee participation RESULTS In 2009 2.5m customers posted 79,000 messages and read over 81m messages 95% of community conversations are peer-to-peer support The Community provides about a $5m benefit to the organisation 46
47. New Style Social Media Centres Keep Separate Or Integrate Into Call Centre? View online debate @ http://www.web-strategist.com/blog/2010/10/14/social-media-mission-control-the-contact-center-must-evolve-socialsupport/ 47
49. Find out if your customers use social media and visit social networks ‘Listen’ and find out if and where you need to intervene Work out how the customer journey will now work Understand what implications this has on workflow, systems and resourcing Decide where it sits and internal ownership Within call centre Separately Consider the use of customer communities Stay up to date with best practice as it emerges 49