We discuss ways the modern business can add value to customers through online support, including social media, live chat, and great culture.

1. Decoding Digital
Week Six: How to support your customers online
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2. How to engage with us by webinar
• Chat box
• Polls
• Twitter
– We will be answering questions during the session on Twitter. Contact us directly at
@Symphony3Think and/or use the hashtag #DigitalVic
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3. Where to contact us - #DigitalVic
• We will be answering questions every Friday via YouTube/Twitter/Google
Hangouts
• Tweet us directly @symphony3think or use #digitalvic in your tweet
• Post questions on Facebook: facebook.com/symphony3think
• decodingdigital@symphony3.com
• LinkedIn:
– Fergal Coleman http://au.linkedin.com/in/fergalcoleman
– Ryan Smith http://au.linkedin.com/in/ryanplaylesmith
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4. Webinar Schedule
Week One: Digital Leadership (May 7)
Week Two: Building the right digital foundations (May 14)
Week Three: Understanding your customer (May 21)
Week Four: How to generate brand awareness and position your products and services
evaluation (May 28)
Week Five: Ecommerce – making it easy for your customers to buy online (June 4)
Week Six: How to support your customers online (June 11)
Week Seven: How to engage your customers and create loyal advocates (June 18)
Week Eight: Tying it all together – Developing your digital strategy(June 25)
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5. Today’s Session - Support
• The importance of support in the customer journey
• The benefits of delivering service online
• The importance of culture
• The different types of online support:
– Email
– Live Chat
– Forum
– Social Media
• LinkedIn
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6. Supporting your customers online is vital!
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7. Remember our customers
• What makes them loyal? How do they want
to receive support?
• How can we use digital technology to solve
their problems and provide seamless
service?
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8. Importance of Support
• http://www.zendesk.com/resources/better-service-through-self-service
• Online Support costs less
– $7.40 face to face
– $2.90 by telephone
– $0.30 on the web
LivePerson 2013 Connecting With Customers report (data taken across Australia,
US, UK, France, Germany and Italy) :
• 83% of recipients said they consistently needed some type of support during their
online journey
• 71% expect assistance within five minutes.
• 31% expect assistance immediately
• 48% of those who don’t receive online support within their specified time will
abort the website
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9. Benefits of online support for business
• An answer for one customer may be an answer for many (e.g. YouTube support
video)
• It’s efficient
• It’s mobile – respond from anywhere, no need to be in the office
• Many of the tools required are free
• The potential to allow customers to self-serve
• Positive support outcomes are easily advocated by customers (next week)
It costs 6–7 times more to acquire a new customer than retain an existing one
– Bain & Company.
A customer is 4 times more likely to defect to a competitor if the problem is
service-related than price- or product-related – Bain & Company
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10. Support – Create a Culture of Support
• Zappos
– https://www.youtube.com/watch?v=axlWBn7YQA4
– https://www.youtube.com/watch?v=5CcLIPaUz3E
– http://faculty-gsb.stanford.edu/aaker/pages/documents/100823zappos.pdf
– http://www.businessinsider.com.au/zappos-customer-service-crm-2012-1
– Importance of
• Culture
• Repeat business
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11. Poll
What kind of online support channels have you used?
a) FAQs
b) Email
c) Forums
d) Live Chat
e) Social media
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12. Why do your customers want online support?
• They’re time poor
• They’re on the run
• Ask now, answer later
• Mobile service
• It’s free
• Their question may already have been answered
• Trend toward self-service (just look at your supermarket!)
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13. Live Chat
• Live chat provides instant support to
customers who are browsing on your
website at that exact moment
• Live Person research shows that
Live Chat provides greater customer
satisfaction than Email and Call
Centres
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14. Zopim
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15. Live Chat
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16. Self-Support
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17. Self-support
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18. Online consultation
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19. Screencast-o-matic
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20. Twitter and Facebook
• Being embraced by many Australian organisations…
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21. Listening Posts
• A ‘listening post’ is a tool that aggregates your interactions from multiple social
profiles
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22. Reviews
“Every time I have engaged in a dialogue with a negative review customer after a
negative review, with one or two notable exceptions, their review has gone from a 2
or 3 star review up to a 5 star review.”
https://www.youtube.com/watch?v=RJ_DJGDIIMM#t=42
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23. Don’t do this
International (bad) press for Sydney café owner who loses his cool
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24. Youtube
• You Tube is a hugely valuable support channel
• Stand alone channel
• Use it in blogs
• Use it to live stream answers
• Develop channels – private and public
• https://www.youtube.com/user/AvanadeInc
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25. LinkedIn
• Most important social media tool for B2B professionals
• What would you like to know…
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26. Summary
• Customer Service Matters
• Create the right culture
• Identify the right tools
• Trial them with customers
• Seek to engage customers in providing solutions
• Seek feedback from your customers as to how happy they are with each channel.
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27. • See you on Friday via YouTube/Twitter/Google Hangouts
• Tweet us directly @symphony3think or use #digitalvic in your tweet
• Post questions on Facebook: facebook.com/symphony3think
• decodingdigital@symphony3.com
• LinkedIn:
– Fergal Coleman http://au.linkedin.com/in/fergalcoleman
– Ryan Smith http://au.linkedin.com/in/ryanplaylesmith
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