Best Practices in Social Customer Service Excellence
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In this fascinating exploration of the latest techniques in social customer service, Martin Hill-Wilson, author of Delivering Effective Social Customer Service (Wiley 2013), sets out exactly how major brands are succeeding, or failing in managing customer queries on social media channels.
Transcript of Best Practices in Social Customer Service Excellence
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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
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
Google+ Facebook
YouTube
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
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
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
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
brainfoodextra.com
