Actionable Social Media for the Call Center
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This presentation will break social media into several components and give the contact center professional some specific areas to think about when developing a social media strategy.
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Actionable Social Media for the Call Center
- 1. © Upstream Works Software Presented by Upstream Works Actionable Social Media for the Call Center
- 2. © Upstream Works Software » Broad Brush concept » Should be broken down to better sub-categories » Allows assignment to appropriate business divisions » Only some areas pertain to contact center » âSocial responseâ Social Media
- 3. © Upstream Works Software » Community » Advertising 2.0 » Blogging » Social Response Social Media Types
- 4. © Upstream Works Software ï Roots in usenet and bulletin boards ïSharing common interests ï Promotes peer interactivity ï Not commercial in nature ïSelling is very very bad here! Communities
- 5. © Upstream Works Software ï Corporate âfor profitâ site ïDesigned to sell auto parts ï User experience and value is first and foremost ï Parts sales seems like an afterthought Communities â US Auto Parts
- 6. © Upstream Works Software ï Active âoutboundâ engagement ï Positioned in interactive social environments ï Interactively gain engagement and branding Advertising 2.0
- 7. © Upstream Works Software ï Rogers Facebook presence ï Actively soliciting âLikeâ button acceptance ïIncreases popularity and relevance of the company ïGains user demographic information Advertising 2.0
- 8. © Upstream Works Software ï Standard blogging is ânew mediaâ ïHandle through standard PR channels ï Micro blogging ïTwitter ïFacebook wall posts ïYouTube comments ïBlog comments ïCommunity comments Blogging
- 9. © Upstream Works Software » âThrowing it out thereâ » Users engaging interactively through Twitter » Businesses reviewing posts to find issues and kudos » Users often expecting a valid corporate response » Very low numbers but public nature means high impact Social Response
- 10. © Upstream Works Software ï Forums and Newsgroups ï Facebook; MySpace; Twitter; YouTube ï Many Others â LinkedIn; Flickr; Quora; Spoke; Foursquare ïList @ http://en.wikipedia.org/wiki/List_of_social_networking_websites Social Media Sites
- 11. © Upstream Works Software » Facebook >500m (Alexa #2) » YouTube (Alexa #3) » Twitter - 75m (Alexa #9) » Linkedin - 50m (Alexa #13) » My Space 100m (Alexa #130) » Other Alexa Ranks » Spoke -7478 » Quora â 1054 and rising » Flickr - 36 » Foursquare â 735 and rising fast! » Slideshare - 183 Social Media Popularity *As of Dec 5 2011
- 12. © Upstream Works Software ï An âonlineâ meeting ïFocus group? ïMonitor and engage with customerS ï Not an inbound or outbound interaction with an individual ï Therefore not âcontact centerâ Communities
- 13. © Upstream Works Software ï Marketing in its purest form ï Creation of web media ï Reward programs ïâSign up to winâ ï Branding ï Therefore not contact center Advertising 2.0
- 14. © Upstream Works Software » PR 2.0 » Blogging is the latest form of newspaper article » Journalistic standards are more lax » Less review; less legal concern » Should be monitored as part of PR Blogging
- 15. © Upstream Works Software » Why people tweet about you: ïThey love you ïThey have no opinion of you (est 60%) ïThey hate you Social response
- 16. © Upstream Works Software » Contact centers handle interactions with âcustomersâ » Interactions are directed to the business (inbound) » Interactions are directed from the business (outbound) » Channel is unimportant » Contact centers do not handle all types of social media! » Designed for social response Contact Center Operations
- 17. © Upstream Works Software How Not to Engage
- 18. © Upstream Works Software » Has the call center failed already? » Looking for retribution not resolution? » Discussions are public » Squeaky wheels » Is this the best use of call center resources? » Number are low; impact is disproportionally high Social Response - Complaints
- 19. © Upstream Works Software » Youtube sensation » Materially affected United Airlines stock during merger » Touted as the bogey man of social media » 100% due to a failure of the contact center!!!!! United Breaks Guitars
- 20. © Upstream Works Software » Privacy restrictions » Increasingly onerous » Users are anonymous » Need to identify specific customer identifiers » High signal to noise ratio » Canât âfirehouseâ every reference » Need to intelligently filter content on intent » Salesforce (Radian6); Scoutlabs; Simplify360 Social Call Center Concerns
- 21. © Upstream Works Software » Directly engage with customers » Response time is important » How long is that tweet public before you resolve it? » Identify specific interaction causes » Resolution time is important » How long is that tweet public before you resolve it? » One off or systematic problem area? » Resolve accordingly Problem Resolution
- 22. © Upstream Works Software » National mobile phone company » Six million subscribers » Has two guys manually trolling through Social Media feeds to take action. » Tier 1Telco » Customers tweeting because response time is faster than web tickets » Not Scalable » Look forward to the day of âYour Tweet is very important to us. We are experiencing heavier than normal volumesâŠâ Current Examples
- 23. © Upstream Works Software » United Breaks Guitars » 9,982,221 Youtube views » Twitter Average » âAverage Twitter User has 126 followersâŠâ » http://www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users- average-api-traffic » Example: NB Power » 380,000 customers » 433 followers (0.11%) The power of social media?
- 24. © Upstream Works Software » Customers still want to engage initially by phone to the call center » The demise of the phone is highly overrated » My opinion FWIW Demise of the call center?
- 25. © Upstream Works Software » Rob McDougall » rmcdougall@upstreamworks.com » www.upstreamworks.com » 905 660 0969 x 358 » Twitter: @up_rmcd » See the full webinar recording at www.upstreamworks.com Contact
- 26. © Upstream Works Software » Divide social media into multiple component areas » Marketing, PR (proactive) and contact center (reactive) » Implement âscanning software that will filter the incoming results » Assign call center staff to resolve public customer issues » Create customer interactions » Timely identification of call center failures » Provide specific resolutions Recommendations
- 27. © Upstream Works Software About Upstream Works Software Business Interaction Mangement
Hinweis der Redaktion
- Complainer may not even be a customer! Could be a competitor!
- We found that the concept and reality of analytics in most contact centers was that they were complex â trying to integrate multiple silos of data, and through a complicated process of normalization and estimation, wound up giving answers that werenât really useful. What we found at Upstream Works, is that the missing piece â the secret sauce - for really simplifying things, is what we call enterprise interaction tracking â capturing that entire interaction â in context â directly from the source; as it happens. We started with the realization that an interaction isnât the customer relationship â but itâs the building block upon which the customer relationship is based. And itâs the sum of these multiple interactions that a customer has with you that creates the substance of that relationship. So if you track the complete end to end detail of these interactions â between your customers and agents or between your customers and your other resources, and include information about the associations between them, you start to get that meaningful, complete set of interaction contexts that will overcome the complexities and vagaries that have been associated with analytics in the past. So right away, when I say âinteractionsâ, youâre probably thinking âphone callsâ or âemailsâ â and these are the bulk of the interactions in the contact center. But to get a new perspective, letâs take a step backwards, and look at an interaction much more generally â an interaction between any two people or things, over any channel.