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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
© Brainfood Consulting 2014
Social Customer
Service
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
© Brainfood Consulting 2014
THE
CATALYST
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
© Brainfood Consulting 2014
THE
PROBLEM
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
© Brainfood Consulting 2014
THE
REWARD
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
© Brainfood Consulting 2014
‱ Engagement &
Trust catalyst
‱ Accelerated
learning
‱ Small can look big.
Big can look small
‱ Globalises brands
cheaply
‱ Social + cloud =
ubiquitous access
‱ Exposes opaque
behaviour
‱ Viral carries both
good & bad news
‱ Stresses existing
organisational
norms
‱ Puts brands who
don’t get it onto a
dangerous
downward spiral
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
© Brainfood Consulting 2014
The State Of
Social Customer
Service
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
© Brainfood Consulting 2014
Overview
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
© 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
How Good Are The Best?
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
© Brainfood Consulting 2014
Needs Strong
Change Champions
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
© Brainfood Consulting 2014
Source: Amex’s Global Customer Service Barometer 2012
Haven’t used
social customer service
Have used
social customer service
Social=Greater Consequences
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
© Brainfood Consulting 2014
CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Stakes Are Now Raised
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
© Brainfood Consulting 2014
Upside
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
© Brainfood Consulting 2014
Downside
Source:RichardHughes,ProductStrategyDirectorofBroadvision
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
© Brainfood Consulting 2014
A Need For ‘One Agenda’
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
© Brainfood Consulting 2014
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 – Twitter/Facebook
<3hrs enthusiast forums
Social teams from
‱ Marketing
‱ Communications
‱ Customer Care
now co-located at HQ
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
© Brainfood Consulting 2014
Mine Relevant Content
1. Customer Inspired Topics
2. Expectation Management
3. Service Triggered Stories
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
© Brainfood Consulting 2014
Needs Actionable
Listening
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
© Brainfood Consulting 2014
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
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
© 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
Social Ecosystem
peer2peer
support
corporate
blogs
ecommerce
reviews
Social
ListeningAbility To Influence
STRONGWEAK
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
© Brainfood Consulting 2014
Listening Strategies
1. Track specific brand-
driven mentions
2. Reply to the most
urgent customer service
issues
1. Listen for ‘bigger picture’ 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
competitors’ customers
6. Listen for sales opportunities
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
© Brainfood Consulting 2014
Beware Auto-Replies
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
© Brainfood Consulting 2014
Needs A++
People
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
© Brainfood Consulting 2014
‱ Become the point of resolution
‱ Convey personal support
‱ Express competence
‱ Use active rather than passive language
Needs High Standards
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
© Brainfood Consulting 2014
Same Or Different?
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
© Brainfood Consulting 2014
Same Or Different?
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
© Brainfood Consulting 2014
“How To Build & Run
Social Support Teams”
Criteria
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
© Brainfood Consulting 2014
Criteria
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
© Brainfood Consulting 2014
“How To Build & Run
Social Support Teams”
Criteria
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
© Brainfood Consulting 2014
Management Style
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
© Brainfood Consulting 2014
Needs
Cross Channel
Infrastructure
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
© Brainfood Consulting 2014
Mapping The Social Journeys
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
© Brainfood Consulting 2014
Example Customer Journey
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
© Brainfood Consulting 2014
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.
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
© Brainfood Consulting 2014
1st Principles
Channels Multiply
They Seldom Die
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
© Brainfood Consulting 2014
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
Multi-Channel Ecosystem
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
© Brainfood Consulting 2014
86% will be more satisfied if
offered preferred channel
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
© Brainfood Consulting 2014
Cross Channel #1
Peer to peer support is great
but only answers 40% of
questions on average
Therefore 60% need
escalating
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
© Brainfood Consulting 2014
Cross Channel #2
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
© Brainfood Consulting 2014
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
Cross Channel #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
© Brainfood Consulting 2014
From
Twitter
To
Chat
Same
Advisor
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
© Brainfood Consulting 2014
From Chat
Back To
Twitter
Earn
Word Of Mouth
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
© Brainfood Consulting 2014
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
©Brainfood Consulting 2013
Cross Channel #4
From
Twitter
Self serve
To
Advisor
via
Click2Call
#tweetserve
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
© Brainfood Consulting 2014
Tech Ecosystem
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
© Brainfood Consulting 2014
What Matters?
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
© Brainfood Consulting 2014
2014 Priorities
Responsiveness
Interaction Quality
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
© Brainfood Consulting 2014
Thank You!
@martinhw
brainfoodextra.com

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Planning for Effective Social Customer Service Excellence

  • 2. 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 ‱ Engagement & Trust catalyst ‱ Accelerated learning ‱ Small can look big. Big can look small ‱ Globalises brands cheaply ‱ Social + cloud = ubiquitous access ‱ Exposes opaque behaviour ‱ Viral carries both good & bad news ‱ Stresses existing organisational norms ‱ Puts brands who don’t 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © 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 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 Source: Amex’s Global Customer Service Barometer 2012 Haven’t 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 A Need For ‘One Agenda’
  • 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 © Brainfood Consulting 2014 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 – Twitter/Facebook <3hrs enthusiast forums Social teams from ‱ Marketing ‱ Communications ‱ 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © 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 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 © Brainfood Consulting 2014 Listening Strategies 1. Track specific brand- driven mentions 2. Reply to the most urgent customer service issues 1. Listen for ‘bigger picture’ 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 competitors’ 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 ‱ Become the point of resolution ‱ Convey personal support ‱ Express competence ‱ 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 “How To Build & Run Social Support Teams” 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 “How To Build & Run Social Support Teams” 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – A S S I S T E D S E R V I C E – 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – A S S I S T E D S E R V I C E – 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 Advisor Virtual Advisors IVR Email Chat/Messaging Social Smartphone FAQs Visual Advisor Voice – Text – Video L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E ©Brainfood Consulting 2013 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 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 © Brainfood Consulting 2014 Thank You! @martinhw brainfoodextra.com