from one-to-many to many-to-many model for support. frankfurt 2015

Delfin Vassallo - @DJVassalloCustomer Experience LeadCommunity & Social Support

The Social Care Journey Continues: How to engage deeply with customers

We need to be where our customers are

By 2020 – 90% of customer service will be on social media

Gartner

Our Customers Are Changing

Microsoft Mobile Social Care Landscape67facebook

pages

34twitter handles

70k cases processed monthly (200k messages read)95%

26M visits to MMOC annually

2.2Munique visitors monthly

58M page views annually

fan interactions are support-related(average)

60%facebook is the largest social care venue by volume

Microsoft Mobile has received multiple global & local recognitions as best-in-class social care across industries

By solving issues Mobile Devices Care generates value and supports brand engagement

230%volume growth YoY 2013-2014

49%

8 contact centers working 24/7145 social media staff

solved in-channel

29 languages

5 other(VKontakte, Yandex, Sina Weibo, Tencent)

17communities

facebook2h response time

(average)

The business case for Facebook and Twitter is done

Now What?

What’s next?2000’s Social Media channels One-to-many model

2015 CommunityMany-to-many model

1980’s Traditional call centreOne-to-one model

1990’s Additional channelsOne-to-one model

Communities are the only asset we truly own

What a community is made of?

The 90-9-1 rule, popularized by Jacob Nielsen in 2006, says that 90% of users in an online community are lurkers who don’t contribute, while 9% contribute sometimes and 1% contribute frequently

Gamification Badges, medals, missions, challenges

Reward programmes Points, gifts, perks

VIP treatmentExtra permissions on the platform

Recognition systems Rating, reputation, rankings

Common community engagement tactics

What if we found a way to activate the long tail?

Make answering appealing to everyone

Make answering appealing to everyone

Connect

• Make users to feel welcome to the community

• Get them to come back to the community

Engage• Get them to

contribute by deepen the human relationship

Motivate

• With a mechanised system that rewards specific behaviours

Compete

• Get them to compete against each other and against pre-defined goals

Reward

• Based on a value-exchange mechanism

Ultimate goals and benefits

EngagementThe more a user participates, the more motivated he is to continue helping out

Response timeAs users get more engaged with the system they compete to provide the fastest answer

Solution deliveryCustomers’ issues are solved satisfactorily, only quality answers will rank up

Cost savingsIn the long term less staff will be needed to run the communities, until they become self-sufficient

How to further improve this idea?@DJVassallolinkedin.com/in/DelfinVassallo