Ted social media and the contact centre - nl

Social Media and The Customer Experience

© RightNow Technologies, Inc.

Getting You Back Into Your Customer’s Conversations

Ted Bray

Vice President, Contact Centre Solutions

RightNow Technologies

twitter: @ted_bray

Agenda

Some Social Insights

RightNow Customer Findings

Making It Real: Social Media and the Contact Centre

Case Study: Navy Federal Credit Union

Facebook has 500 million members

3rd most populous “country”

Visiting social sites in Europe is the

Most popular online activityahead of email!!

Does Social Media Scare You?

More than 70% of companies blame social media as the main cause of igniting public relations crises.1

“Customers connect with each other –“Customers connect with each other –happily leaving organizations behind” 2

1. PR Week, 17 March 2010 http://www.prweek.com/news/bulletin/UKDaily/article/990713/?DCMP=EMC-UKDaily

2. Social CRM: The New Rules of Relationship Management, Altimeter, March 5, 2010

Social Media Has Empowered The Consumer

Past

Company Control Customer Control

• Company manages customer

• Company controls brand

• Company inhibits transparency

• Company focuses on efficiencies

• Customer owns relationship

• Customer voice amplified

• Customer perception shapes brand

• Customer makes smart, informed choices

• Social interactions surpass email (a)

• 1% of customer conversations are assimilated as organizational knowledge (b)

• 9% of customer conversations touch the organization, but no learning occurs (b)

• 90% of customer conversations never touch the organization (b)

a) Source: Neilson Media

b) Source: Consortium for Service Innovation (CSI)

Agenda





Today’s Customer Experience

Friends of

friends

Social

web

Your

Community

www SiteInfluencersFriends

Your

www

Site

Your

Contact

Center

Customers have left organisations behind as they make purchase decisions, look

for help, and voice their opinions. Contact Centres have become the last resort

for customers to turn to. They must evolve to get back into the customer dialog

earlier.

Help Us Engage With Customers through Social Media

Marketing Team

� Traditionally maintain the company’s image online

� Skilled in broadcast and online media production

� Public relations / positioning approach to communications

� Limited resources� Minimal experience dealing

with real customer issues

� Highly skilled in 1:1

Salespeople

Contact Center Agents

� Highly skilled in 1:1 interactions

� Deep understanding of how customer needs align with company offerings

� Typically new to social media

� Fully utilized to generate company revenue

� Strongly motivated by quota and compensation

� Also highly skilled in 1:1 interactions� Deep understanding of how customers use

products and services� Knowledgeable about company policies and

procedures� Experienced in handling sensitive and critical

situations� Typically new to social media� Focused on representing the company

across media channels

What kind of skills are needed to engage successfully?

Marketing

Team

Contact Center

Agents

Salespeople

� Professional communication style while representing the company in 1:1 conversations

� Knowledge about company products, policies and procedures

� Experience handling high-value � Experience handling high-value and influential customers

� Capable of managing sensitive situations and upset customers

� Familiar with social media

� Expertise solving customer issues

� Trained in retaining unhappy customers

� Access to company systems needed to solve customer’s need

Customer Engagement Through Social Media

your customer3. Route the

4. Provide representatives with

a simple means of engaging,

5. Record social media

interactions and

measure outcomes

1. Get access to

conversations

across social media

channels

2. Find the

conversations that

matter to your

company

3. Route the

important

conversations to

qualified company

representatives

a simple means of engaging,

with the company’s best

knowledge and guidance at

their fingertips

Agenda





Connect The Pieces:Treating Social Media as a “Contact Channel”

Contact Center Agents enabled to support social interactions

Capture, track, and respond to customer inquiries across channels and domains: phone, web, email, chat, social media.

Have a complete, central view of Have a complete, central view of customer information across service, marketing, and sales

Deliver seamless escalation from self-service to assisted channels

Foundations of a Social MediaEngagement Strategy

• Answers• Forums• Resources

Support Community

Listen and respond Build community

• Resources

• Ideas• Concepts• Features

Innovation Community

• Moderation & management• Administration• Building tools

Social Experience Designer

Monitor Social Networks For Engagement Opportunities

Routing an Engagement to a Socially-skilled AgentWorking the Engagement in Agent Desktop, in Social Media

“Changing the Channel” of the Engagement Within The Agent Desktop

“Changing The Channel” Again,This Time to the Telephone

Designing the Agent Desktop is Key:Scripting Customer Experience By Customer, Channel, Domain, Context

Tailor the quality experience you want for your customers

Design workspaces that change based on customer, interaction, agent skills, domain, channel, etc.

Drag & drop workflows design

Role-based workspace configurationRole-based workspace configuration

Script and guide design

Define and manage business rules and processes

Easily extend desktop functionality

Agenda





Case StudyNavy Federal Credit Union

$41.5 billion in assets, 3.5 million customers, 200 branches

RightNow's Cloud Monitor to scan social sites like Twitter, YouTube, and others to track what is being said about them in the social space.

Tracks over 1,700 posts per week that mention NFCU

A seven-member team narrows those posts down to relevant mentions

Average of 10% turned into actual incidents that are worked by social-skilled customer service agents.

A Parting Thought

Thank You!

© RightNow Technologies, Inc.

Ted Bray

Vice President, Contact Center Solutions

RightNow Technologies

twitter: @ted_bray

Ted social media and the contact centre - nl

Documents

Transcript of Ted social media and the contact centre - nl