presentation given at the #SSBS12 event in London on using social customer service

1. everything you wanted to know
about customer service
using social
but had no one to ask… until now

2. 90% percent
of transactions for
customer service
happen offline

3. 86% of organizations
use twitter, facebook
(or both) for
customer service

4. 66% have no
defined processes
for customer service
over social channels

5. 68% were not able
to calculate
ROI before deploying

6. 8% found
the expected
ROI

7. none of them
are sure if
they are doing
the right thing

8. what is customer service using social?
• customer service over social channels
– social media = channels
– service = service
– customers = customers
• in reality, it is a knee-jerk, tactical reaction to
customers enjoying the power of social
channels to complain, done badly (for the
most part…)

9. why do you have to worry?
• social customer has power, a voice, and
demands
• potential savings that talk to your real need –
save money in servicing the customer
• new channels must be served, the experience
continued
• it’s the future, there is no turning back

10. how to do it? cross-channel
silo semi-integrated integrated
single channel multi-channel cross-channel
E
E R K
D D D D D D
K K K K K K W D W
P
R R R R R R K UC P
M
S W E C P M M R C C
S D S
1980 1995 2010
S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge

11. how to do it? change the metrics
effectiveness (right answer, time) efficiency (cheap, fast operations)
performance
loyalty training
satisfaction readiness
customer process agent
end-to-end efficiency and effectiveness index

12. how to do it? process-driven
design validate implement measure
collaboration
existing involve create new correlate
processes stakeholders experiences metrics
involve customer deploy analyze
customers segmentation pilots
insights
paper virtual process
summarize
experiences designs prioritization
changes

13. how to do it? experience-centric
target
retain acquire
manage

14. how to do it? experience-centric

15. how to do it? channel stats
twitter facebook communities Phone email chat
number of 4 6 2 (*) 2 6 12
interactions
total work 1.5 6 0 (*) 6 12 8
time (AHT)
percent 95 98 34 (*) 12 6 6
escalated
number 8 4 0 (*) 1 6 2-3
concurrent
FCR percent 1 1 62 (*) 75 89 78
(*) depending on staff participation, model varies wildly

16. what does it look like?
customer products operations legacy
customer
sales billing shipping HR
service
Centralized Process Execution Framework
(Customer Interaction Hub)
customer partner employee

17. social top issues
• communities
– tribal knowledge
– reduced costs
– branded
• facebook
– integration
– API
• twitter
– limits
– tools

18. discuss….