²

²²

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

TH

EC

ATA

LYS

T

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

TH

EPR

OB

LEM

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

TH

ER

EW

AR

D

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 usedsocial customer service

Have usedsocial 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

ASPECTATOR 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

DownsideS

ou

rce:

Ric

hard

Hu

gh

es,

Pro

du

ct S

trate

gy D

irect

or

of

Bro

ad

vis

ion

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

ImpactFostering collaboration & greater brand impact

BenefitsCross functional response time From 24 hrs to 1.5 hrs – Twitter/Facebook<3hrs enthusiast forums

Social teams from• Marketing• Communications• Customer Carenow co-located at HQ

CUSTOMER

SERVICE

SALES

MARKETING

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 Management3. 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

personalblogs

review sitesTripAdvisor etc

self helpforums

onlinecommunities

brandedexpert sites

LinkedIn

Google+ Facebook

Twitter

YouTube

Pinterest

Tumblr

Sina Weibo

Social Ecosystem

peer2peersupport

corporateblogs

ecommercereviews

SocialListenin

gAbility 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. #xxx5. Track issues and needs of your

competitors’ customers6. 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 satisfi ed if off ered 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 TwitterTo

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 ChatBack 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 TwitterSelf serve

To Advisor

viaClick2Call

#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

Customer Jo

urneys – Custo

mer Effort -

Cross Channel

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

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