Next generation thinking in customer service mhw

Hi,

You are very welcome to use this material for your own personal use

However this material in not intended for unrestricted sharing. So
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If there is anything you want to ask or need help with please get in
contact. Always pleased to help. Some of the issues are also
debated on my blog (www.brainfoodextra.com) which is another free
source you can access

Martin (Hill-Wilson)
Email - martin@brainfoodextra.com

Twitter - martinhw

Next Generation Thinking In Customer Service
A BrainFood Product © BridgeHouseConsulting Ltd 2012

Social As Part Of A Full
Multi-Channel Strategy


Social Customer Service
Ecosystem

Forums
Forums

Ratings & Blogs
Reviews
WEB and more
Source:
SITE
Ideation
Q&A

Knowledge
and more
Base

Blogs


Social Listening

Forums
Forums

Ratings & Blogs
Reviews
WEB and more
Source:
SITE
Ideation
Q&A

Knowledge
and more
Base

Blogs


Industrial Strength

“We opened the doors to our Social Media Listening
Command Centre, which allows us to monitor over
22,000 daily posts related to Dell as well as
mentions on Twitter”


More Than Spreadsheets!


Social Analytics In Action

“Using a social media monitoring tool to identify
where we are being talked about, who is talking,
their sentiment towards us, their influence on others..”

Communities

Forums
Forums

Ratings & Blogs
Reviews
WEB and more
Source:
SITE
Ideation
Q&A

Knowledge
and more
Base

Blogs


A Catalyst

“What happens when we treat customers as part of the company?”

Lyle Fong
CEO & C0Founder
Lithium Technologies


Peer to Peer Support

Best ‘Story’

Moderators are all customer volunteers from all over the world
30 members contributed 44% of the solutions over last 3 years
community knowledge base to over 1200 articles in 12 months
20% reduction in call volumes


Taps Into Customer
Creativity


Encourages User Generated
Content


Generates Engagement &
Mutual Learning


Showcases Brand Values


Evolves Into Broader
Communication Strategy


Social Networks

Forums
Forums

Ratings & Blogs
Reviews
WEB and more
Source:
SITE
Ideation
Q&A

Knowledge
and more
Base

Blogs


YouTube


Facebook live community knowledge


Facebook self service knowledge


Facebook live chat knowledge


Facebook self service via mobile app


Twitter


Cross Channel
Customer Journeys


Examples


In Action


A New Workflow


Preparing your social channel mix
1. Identify where your customers and
prospects spend time online
2. Define resourcing needs, and ‘opening
NOTES hours’
log 3. Cross promote other service options
a) Examples include “Find us on
Facebook”, “F ollow on Twitter”,
“Subscribe to our YouTube channel”,
“Join our Group”, “Become a Fan”).
4. Join up the journey across channels – in and
our of official hours
5. Rewrite your knowledge mgt strategy to
leverage socially sourced knowledge


Interaction Workflow


Signpost Service
Options


Dedicated Service
Accounts?


Adding In The Human
Chemistry


UK, US & Global Competency
1 How long did they take to respond 2
to interactions on Twitter?

3


Yet Another Silo!


Thank You
Making Contact

martin@
@martinhw
brainfoodextra.com


Next generation thinking in customer service mhw

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