Re-imagineRe-imagining the service narrative through the eyes of your agent

by Guy Stephens, Social Customer Care Consultant

tension between what’s there and what could be, between what we do and what we could do…

Customer service is undergoing significant change Traditional customer service value chains are fragmenting

Business are rebuilding around data-driven, in-context experiences

Ecosystems are driving a shift towards ‘permissionless innovation’ and experimentation

‘On demand’ is driving customers towards the expectation of instant gratification

Service is entering a cognitive era

“It doesn’t necessarily matter where supply is coming from…what matters for me is that it is instant gratification. You press a button and …something shows up and fills your…need” Chris Saad, Head of Product, Developer Platform, Uber (29.03.16)

Reduce friction: self-service, emerging channels, mobile-first mentality Customer service ecosystem consolidation Proactive engagement & Pre-emptive service Empowered agent experiences Journey analytics/Insights from connected devices Strengthening feedback loop Shift to Cloud solutions for agility Prescriptive advice powers offers, decisions and connections Kate Leggett, Forrester, Customer Service Trends 2015 & 2016

Success will be determined by your ability to share and adapt at speed

Contact Centre SAP Oracle Avaya Genesys Microsoft Eptica Cisco KANA

Cloud Zendesk Freshdesk Desk Brand Embassy NewVoiceMedia Interactive Intelligence Five9 Dimelo

Social Customer Care Conversocial Lithium Social Web SparkCentral HelpSocial Clarabridge Engagor DigiDesk SoDash Sentiment Metrics

Listening Brandwatch Synthesio Spredfast (Shoutlet) SproutSocial Socialbakers

Platform Salesforce Sprinklr

Cognitive IBM Watson

Point SolutionsTraditional Digital PlatformCloud Cognitive Ecosystem

Community LIthium Insided

Social Networks Twitter Facebook Google/YouTube Hootsuite Instagram

The vendor landscape is changing

Niche Rise HelpHandles Mila

System Integrators IBM Accenture Capgemini

Messaging/Mobile WhatsApp WeChat Telegram HelpShift Nexmo

Asia/India/Middle East Aegis Global VSocial CrowdAnalyzer

Contextual

AI Bots on Messenger DigitalJuice Pypestream

Convenience eats telephones for breakfast!

Physical Virtual Anywhere

Caught between self-awareness and voyeurism

https://www.youtube.com/watch?v=KivHgCeJgiI

A different service model is emerging

intelligent service ecosystem that switches between experience and automation

on demand providing ‘instant gratification’

‘mobile-first mentality’

underpinned by ‘pre-emptive’ data

agents empowered to create new value

Social customer care @ scale

setting up social customer care

content hubs

data

‘growing pains’

service ‘porn’

agent experience

target operating models

service design

Faster is better

“Anything worth doing is worth doing faster” Blackberry playbook

“If you’re not fast, you’re fucked!” Google unofficial internal slogan

“You jump off a cliff, and you assemble an airplane on the way down” Reid Hoffman

“The logic of the on-demand, instant gratification economy is that consumers will reward services that offer them what they want, and punish those that don’t or can’t” Robert Colville

How fast do you have to be?

Does it matter?

Response Time Tweets Response %* First Tweet

First Utility Less than a minute 13,800 30% 2015?

EON Energy 4 minutes 118,000 96% 09/11

British Gas 57 minutes 133,000 69% 12/11

Scottish Power 58 minutes 53,600 34% 02/10

EDF Energy 1 hour 8 minutes 11,400 86% 02/10

NPower 1 hour 49 minutes 53,800 64% 08/12

KLM 34 minutes 748,000 59% 07/09*Response % generated using HelpHandles

Institute of Customer Service Customer Satisfaction Survey 2016

UKCSI average: 77.0 Retail (Non food): 82.0 Telco & Media: 72.6 Utilities: 72.8

De-codifying the habits of the past

topcoder

World’s BIGGEST technology crowdsource community

stuff to talk about: unique characteristics of social channels Social DNA: #Twelpforce, #Tweetserve & giffgaff transparency, authenticity: & empathy: KLM, Telstra & SNCB hassle maps service design

When did companies start talking about, "unexpectedly high call volume?"Are they really so inept at planning that the call volume is unexpected? For months at a time? Seth Godin, and what else will you lie about

Corporate self-awareness: Re-imagine yourself

stuff to talk about: the notion of who I am individual vs organisation The Law of Requisite Variety Rheingold’s five digital literacies people + governance

…settling into an accurate definition of the self requires

trying on a lot of inappropriate identities and

making a lot of mistakes. Again and again, by

stumbling and falling and getting up again, we refine ourselves into something

that we eventually become content with.

For this, though, we need to be aware of all the

possibilities so we can try them on to see if they fit, and we need to have the freedom

to fail without devastating consequences. And this is

where the web comes in.

Identity is context-dependent and subjective, allowing us to be inventive and creative

in who we are and who we want to be

Aleks Krotoski, Untangling the Web

We’re in one of those 50 year old windows when an entirely new medium is being created and no one knows what to do with it. All you can do is throw stuff out there and experiment Frank Rose, The Art of Immersion

intelligent service ecosystem that switches between experience and automation

on demand providing ‘instant gratification’

‘mobile-first mentality’

underpinned by ‘pre-emptive’ data

agents empowered to create new value

Service is still about people

https://www.youtube.com/watch?v=HNx5-bEKk8A&ebc=ANyPxKr3EE5C_kz2Ybtte5u5rmuSM8ATjNQoxi2AMeGMdFK34I0SAcgbT96WygGRUrZNnr9Y2Ur0qwen94j4AWZK4wNerZs3dQ&nohtml5=False

https://www.youtube.com/watch?v=bUkN7g_bEAIhttps://www.youtube.com/watch?v=UrvaSqN76h4

Thank you guy stephens @guy1067

Come to the edge…

Christopher Logue