best practice in social customer service what works and what's still broken
DESCRIPTION
Author and trainer Martin Hill-Wilson kicks off #SCSS14 by setting the current social customer service scene and summarises the key area the industry still needs to addressTRANSCRIPT
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Best Practice In Social Customer
Service
What Works & What’s Still Broken?
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
1. social #custserv - part of….
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
1st Principles
Channels Multiply
They Seldom Die
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Multi-Channel Journeys
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
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Mapping The Social Journeys
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© 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
Design Dashboard
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Escalation
P2P support is great but
only answers 40% of
questions on average
Therefore 60% need
escalating to live
assistance
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Escalation
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
O2#TweetServe• balance• remaining data• call allowance• system updates • handsets offers
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Best of... Leverage P2P knowledge
by integrating into customer’s favoured
platforms
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Cross Channel
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
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
From TwitterTo
Chat
Same Advisor
Cross Channel
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
From ChatBack To Twitter
Earn Word Of Mouth
Cross Channel
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
1. The Task
• The easiest/fastest way• Its importance
• Timeliness/responsiveness
• Accuracy/audit trail• Experience
2. Their Situation
• At home/at work/on the move
• Location & desire for privacy
• Time to spare, in a rush
• Communication options
Influences On Channel Choice
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Influences On Channel Choice
3. Their Communication Habits
• Forms of communication & devices they have become familiar with and trust
4. Their Awareness Of Options
• What they do/do not know you offer as means of communication
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
1. The Task
• Offer a full range of appropriate channels Promote them based on their value to the customer than their internal unit cost
2. Their Situation
• Understand customer circumstances
• Design for most frequent communication needs
Implications
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Implications
3. Their Communication Habits
• Ask them and log as CRM trigger
4. Their Awareness Of Options
• Promote as part of a professional service offering
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Signposting
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
2. SLAs - 2014 differentiator
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Responsiveness
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© 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
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Little Common Best Practice
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Context Drives Expectations
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Enough To Differentiate
Consistent
Responsive
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
3. One Agenda - ever more important
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
personalblogs
review sitesTripAdvisor etc
self helpforums
onlinecommunities
brandedexpert sites
Google+ Facebook
YouTube
Tumblr
Sina Weibo
Service Priorities
peer2peersupport
corporateblogs
ecommercereviews
SocialListenin
gAbility To Influence
STRONGWEAK
1st Tier Priority
• A Customer asking you a direct question
• A customer expressing dissatisfaction
• Customers that have an urgent
product/service need
• Escalating potential crisis issues
2nd Tier Priority
• General references of your products and
services
• Positive experiences of your products and
services
• Indirect references that are relevant to your
industry
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
GO
OD
WIL
LIN
DEX
In today’s world of socially minded and mobile connected consumers, a brand’s goodwill index can rise and fall across the day with the same volatility as their share price
We are slowly waking up to the realisation that this demands co-ordinated real time management to even keep up, let alone get ahead
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
A Need For ‘One Agenda’
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Next Generation Engagement
Social Media
Monitoring
Ca
te
go
ris
ati
on
ENGAGE
IGNORE
IMPROVE
INNOVATE
Marketing
Sales
Service
People/Situations
CX
Organisation
Product
Service
Analytics
Change Management
Global SMEs Regional SMEs Local SMEsCollaboration
Uncovering
the opportunity
Ensuring
the benefits
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
4. Works & Still Broken
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?© Brainfood Consulting 2014
Level Of Interest
People/Tech Investment
Towards SocialCRM
Consistency of CX
Crisis Mgt
Closed Loop Improvement
Use of Social DataIndividual Flashes Of Genius