customer support in the 20 era
TRANSCRIPT
Customer support in the 2.0 eraTouching base on Social CRM for customer support, feedback and ideation via online communities
Aditya Rao http://adityarao.name @adityarao310
Director, Social business strategy @
WTF has social media taught us?
People are talking
about you !
… are you listening ?
WTF are we doing with social media?
Social media
marketing !
… are you forgetting something?
Users come online to find information and connect with peers
NOT for your marketing messages !
A BRIEF HISTORY OF BUSINESS COMMUNICATIONS
What has been happening till now?
• It’s called the snail mail for a reason
• One to one customer support• Repetitive costs
• Issues with scalability• Feedback from customers gets lost
• In the 2.0 world, no one has time to even write you a mail• The cooler crowd has moved onto 140 chars
• Twitter is quick and ideal for business communications• More reach and branding• Personal relations with your customers
And yet, Twitter is not the final answer
• The final step, mostly is still the e-mail• Repetition costs (solving same queries for multiple users)• Scalability issues
Give users what they want – connections and conversations with peers
Eureka !
850+ million answers on Yahoo! Answers and Answers.com
Why would this even work?
Social tools will change, but not the approach
Solve user queries
Let the user ask a query about your service
Remove dependencies on specific platform
Make use of the open web for ease of user inputs
Harness the crowd’s intelligence
Let the community reply to the query
Insert your company reps (sample)
Take feedback and innovate on ideas
Social interactions to push popular ideas
• Marketing • SalesFeedback
• Product development• Knowledge managementIdeas
• Customer support
Problems
Plug the community into organisation wide operations
• Cut down of support costs• Quickest and most scalable form• Personal relationships with customer in needs
Hooray! This is the customer support …
“Often, social media implementation in the enterprise is 80% process and labor, and only 20% technology” -
Jeremiah Owyang
It’s not over yet !
Integrate customer community into current support channels
Customer community
CRM system
Help desk Leads management
Knowledge
Internal wiki
Thank [email protected]
Aditya Rao http://adityarao.name @adityarao310
Director, Social business strategy @