Social MediaHow it will affect your customer 

contact strategy

Hosted by:Contact Center Performance Forumwww.contactcenter.ning.com

Social Media will Affect your Customer Contact Strategy 

• West Interactive is proud to be a co-sponsor of this Social Media webinar.

• West Interactive provides automated customer contact solutions for many of the nations leading companies. Our self-service customer care solutions include : Inbound Hosted IVR, Advanced Speech Recognition and Natural Language services, Alerts & Notifications, Mobile Care applications, Hosted Network ACD, Platform-as-a-Service, Customer Surveys and Multi-Media solutions.

• We understand that many companies today are interested in how social media can become an integrated part of their customer support strategy. Today’s session will provide you with some insight on how some companies are monitoring and responding to the social media sites and are finding ways to use social media as a new method of communicating with their customers.

• We hope you find this session helpful. Thank you for joining.

westinteractive.com

Survey Results - Social Media and the impact with the Traditional Call Center

Chad McDanielFeb 2010www.justcareers.com

Feb 2010 - www.justcareers.com - 866-991-3555

Chad McDaniel

• Founder/owner of specialized management/executive search firm in the customer response/contact center industry (M.E.R.) – www.justcareers.com

• Manage a large community of 30,000+ customer contact professionals through social media channels throughout the globe

• Recognized industry advocate and public speaker • Industry trends and stat’s guy• Contact – mcdaniel@justcareers.com

Feb 2010 -www.justcareers.com -

866-991-3555

Total Number of Responses – 614

All Questions answered:431 (70%)

Incomplete Responses:183 (30%)

Feb 2010 - www.justcareers.com - 866-991-3555

What is your role with your current company?

• Executive 170 (41%) • Management 141 (34%)• Sales/Marketing 77 (19%) • Operations 15 (4%) • Administration 10 (2%)

People who answered question:• 413 (96%) People who skipped question:• 19 (4%)

Feb 2010 - www.justcareers.com - 866-991-3555

What is your customer service philosophy regarding Social Media? Positive or Negative?

• Positive 282 (69%) • Not Sure 99 (24%) • Negative 30 (7%)

People who answered question:• 411 (95%) People who skipped question:• 20 (5%)

Feb 2010 - www.justcareers.com - 866-991-3555

Does your company currently provide any customer support for Social Media? (i.e. Twitter, FaceBook, YouTube, Flikr, Digg, Blogs etc).

• No 173 (41%) • Yes 148 (35%) • Considering 81 (19%) • Do not know 11 (3%) • We have no interest 9 (2%)

People who answered question:• 422 (98%) People who skipped question:• 9 (2%)

Feb 2010 - www.justcareers.com - 866-991-3555

If answered yes on the previous question, which social media channel have you established a customer response for?

• Not Applicable 227 (58%) • Other 61 (16%) • Twitter 35 (9%)• FaceBook 33 (8%)• Blogs 27 (7%) • YouTube 5 (1%) • Flikr 1 (<1%)

People who answered question:• 389 (90%) People who skipped question:• 42 (10%)

Feb 2010 - www.justcareers.com - 866-991-3555

Do you feel Social Media’s impact will reduce head count in the traditional call center in the next 5 years?

• No 200 (48%) • Yes 140 (34%) • Not Sure 77 (18%)

People who answered question:• 417 (97%) People who skipped question:• 14 (3%)

Feb 2010 - www.justcareers.com - 866-991-3555

If you answered yes on the previous question "Do you feel Social Media’s impact will reduce head count in the next 5 years in traditional call center", by what % do you see the reduction in headcount

• Do not know 141 (47%) • 10%-20% 62 (21%) • Less than 10% 51 (17%) • 20%-30% 32 (11%) • Greater than 30% 11 (4%)

People who answered question:• 297 (69%) People who skipped question:• 134 (31%)

Feb 2010 - www.justcareers.com - 866-991-3555

Where do you see the role of Social Media in next 5 years? Replacing traditional call center services or enhancing?

• Enhancing 381 (91%) • No change 31 (7%) • Replacing 6 (1%)

People who answered question:• 418 (97%) People who skipped question:• 13 (3%)

Feb 2010 - www.justcareers.com - 866-991-3555

Observation:• 69% said there opinion with social media was positive

• 41% said they are not currently providing customer support for social media

• 48% said they see no change with headcount being impacted from social media response in the contact center

• 91% see social media “Enhancing” call center services

• So why is 41% holding and 19% considering establishing a social media response through their contact center?▫ Fear▫ Uncertainty▫ Priority ▫ Costs

Feb 2010 -www.justcareers.com -

866-991-3555

When it comes to embracing Social media, what do you feel is the best medium?

• FaceBook 179 (44%) • Twitter 97 (24%) • Other 92 (23%) • YouTube 35 (9%) • Second Life 5 (1%)

People who answered question:• 408 (95%) People who skipped question:• 23 (5%)

Feb 2010 - www.justcareers.com - 866-991-3555

Has your company established procedures regarding how to recruit Millennial age group (1984-2010) in the work force?

Feb 2010 -www.justcareers.com -

866-991-3555

• No 234 (57%) • Yes 111 (27%) • Not sure 67 (16%)

People who answered question:• 412 (96%) People who skipped question:• 19 (4%)

Social Media Recruitment – Risks & Rewards

• Social media is only a “tool” –it can broaden reach and contacts - it can help/hurt your recruitment strategy ▫ How do you plan on fostering your network and staying in-

front of them?▫ Can you guarantee timely and accurate feedback and

response?▫ Can you protect your relationships and ROI of time?▫ What is your “Employer” brand?▫ Listen/monitor/respond

Feb 2010 -www.justcareers.com -

866-991-3555

Summary• What is driving customer response to social media?▫ Medium, ease, speed, cost

• Do Contact Centers represent a viable channel to drive a response to social media?▫ Yes – the best channel

• What needs to happen next?▫ Develop your plan – hire a social manager

• Is your contact center ready?▫ Survey results suggest - We are not ready

Feb 2010 -www.justcareers.com -

866-991-3555

Social Media Realities

www.SocialMediaDelivered.com

Tuesday May 13, 2010

What the heck is this stuff? Why should I care?

Presented By:

Speaker: Eve Mayer OrsburnCEO/Founder, Social Media Delivered

AGENDA

1. What is Social Media?

2. What does Social Media Include?

3. Why use Facebook?

4. Why use Twitter?

5. Why use LinkedIn?

6. Social Media Principles

7. Social Media in the Contact Center

What is Social Media?

An ONLINE COMMUNITY shared with people who like and do similar things that you like and do

A place to have a CONVERSATION with colleagues, fellow consumers, and customers

A place where people GIVE and GET information about things that interest them

Social Media is simply people COMMUNICATING through new technologies

What does Social Media Include?

FACEBOOK: The largest social media networkOver 400 million users, median age 26, 50% of users access it daily, more than 700,000 business have a fan page, more popular than Google

TWITTER: A micro-blog network105 million users; average age 31, short person-to-person text messages (140 characters) + pictures & videos, spreads any news (good or bad) FAST

LINKEDIN: #1 Professional network site65 million business professionals, average age 41, the most affluent network (average income $109K), 80% of companies will use LinkedIn for hiring this year

Other social media vehicles include YouTube forinformational videos, Blogs for expert opinion articles

Why use Facebook?• Create brand awareness: Business to Consumer (B2C)

• Build loyalty through discussions

• Engage in customer communications

• Identify opportunities for improvement

• Release product and services information

Why use Twitter?• Simple to use and understand

• Platform for marketing, PR and customer relations

• Engage in customer communications

• Monitor to gauge customer opinions – good or bad

• Nip product issues in the bud

Why use LinkedIn?

• Targeted hiring/getting hired (actively or passively)

• Finds customers, forms business partnerships

• Finds venture capital and investors

• Establishes credibility with the right audience

• Creating topic-centric communities (LinkedIn Groups)

Social Media Principles

• Start with a goal in mind• You do NOT have to be everywhere all

the time!• Establish employee usage and

empowerment guidelines• LISTEN CAREFULLY then monitor

continuously• Be prepared to act quickly when required• Each social media vehicle (e.g. Twitter)

requires ~32 hours/month• Consider out-tasking for a rapid,

professional & effective start

Social Media Principles

The social media equation©

INFORMING 20%

+ ENTERTAINING 20%

+ INTERACTING 40%

+ CONVERTING TO BUSINESS 20%

= BUSINESS SUCCESS

LEARN MORE

Free Social Media Tips Here: www.Twitter.com/LinkedInQueenwww.Twitter.com/SocialMediaDel

Social Media is all we do

GO TO www.SocialMediaDelivered.com FOR A COMPLIMENTARY E-BOOK: SOCIAL NETWORKING AND ITS GOVERNANCE IN THE WORKPLACE

Got Questions? Want a copy of this presentation? Our Contact Center Specialist:Tony@SocialMediaDelivered.com

CRAIG PALMERHEAD OF CONTACT CENTRE LINE OF BUSINESSCABLE&WIRELESS WORLDWIDE

LINE OF BUSINESS MANAGER AND HAVE OVERALL RESPONSIBILITY FOR ALL THINGS CONTACT CENTRE

A GLOBAL TELECOMMUNICATIONS COMPANY

OVER 30,000 CONTACT CENTRE SEATS UNDER MANAGEMENT

SOCIAL MEDIA CUSTOMER CARE AGENDACONTEXTTHE CHALLENGE WE FACED IN 2009PLACING SOCIAL MEDIA WITHIN THE BUSINESS

CONSIDERATIONSOPTIONSSOLUTION CHOICESWHAT IS THE IMPACT OF SOCIAL MEDIA

Ten years ago, people used to ask; ‘should we get email?’ Then eventually every one got email

Next they asked; ‘ Do we need a web site?’ Then when customer went on line the answer was YES

THE QUESTION TODAY IS; ‘SHOULD WE DO SOCIAL MEDIA?’

THE ANSWER IS YES… IT’S THE Zhu Zhu effect

SOCIAL MEDIA CUSTOMER CARETHINKING ABOUT THE BENEFIT

SOCIAL MEDIA IS THE BIGGEST CHANGE TO CUSTOMER MANAGEMENT IN 25 YEARS.

WHAT ARE OUR CUSTOMERS GOALS?

TO DRAMATICALLY REDUCE THE NUMBER OF CONTACT CENTRE SEATS TO CREATE THE BEST CUSTOMER EXPERIENCETO CREATE A FAR BETTER PLACE TO WORK

SOCIAL MEDIA CUSTOMER CAREWHAT WE LEARNED IN 2009THREE AREAS TO CONSIDEROUR CUSTOMER

THEY ARE PARTICIPATINGTHEY ARE TALKING ABOUT USTHEY ARE MAKING DECISIONS BASED ON WHAT

THEY FINDOUR ATTITUDE

WE LOSE CONTROLCOLLEAGUES COULD SAY SOMETHING BADTHERE IS NO VALUE IN SOCIAL MEDIA

TECHNOLOGYITS NOT ENTERPRISE READYWHO OWNS ITHOW DO WE INTEGRATE

WHAT IS THE VALUE!!!!

SOCIAL MEDIA CUSTOMER CARE REACTIVE, REACTIVE, PROACTIVE

REACTIVE – LISTENINGREACTIVE – BROADCASTPROACTIVE – SELL & SERVICE

“I had to stay in today waiting for my parcel to be collected”

THE ZHU ZHU EFFECT

SOCIAL MEDIAWHERE NEXT

A STRATEGY FOR SCALE

A REDUCTION IN AGENT POSITIONS

EXPLOITING THE PROACTIVE OPPORTUNITY

ENGAGING THE WIDER BUSINESS

SOCIAL MEDIA CUSTOMER CARETHREE POINT PLAN

1. Engagement – There are advocates2. Size the benefit – Listen and measure3. Trial – Set the parametersYou will be amazed at the upsideSOME SOUND BITESWE HAVE REACHED THE TIPPING POINT, THINK

CONTACT CENTRES ON SPEED

FOR THE FIRST TIME WE CAN LINK THE BUSINESS FRONT TO BACK, TO CUSTOMERS

MARKETING NOW HAS THE OPPORTUNITY TO DRIVE SALES AND GET REAL TIME FEEDBACK

CUSTOMER SERVICE IS NO LONGER REACTIVE

Meeting the Customers Where They Already Are

Online population will double (to 2 bn) by 2012

Over 200 million online searches happen daily

1.2 million blogs created daily

73% of active online users have read a blog

78% of people trust recommendations of other consumers

SOURCE: Pricewaterhouse Coopers 

Traffic to Rick is steady as we are resolving issues & getting more feedback, which is our purpose.

Improved “Contact Us”- Six Ways to Contact Us- Launched Office of Rick Germano- Rick’s Notes from the Road

Office of Rick Germano- 100% increase in email traffic to Rick- Percentage of actionable traffic near 40%

Mon

thly

Vol

ume

0100020003000400050006000700080009000

Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

5000

10000

15000

20000

25000

30000

Followers Messages

Twitt

er F

ollo

wer

s Messages Sent

Jan     Feb      Mar     Apr     May    June      July      Aug     Sept     Oct     Nov    Dec

PurposeActively search for Comcast related issues onlineEscalate and resolve problems in a helpful and transparent mannerBe an advocate for the customer 

Results• Opened over 6000 tickets to resolve issues• Resolved over 13000 technical concerns• Improved sentiment online, especially in 

customer service scores• "Twitter Elite" Top 50• PR Week Top 5 Companies in Social Media

Comcast.ComCustomer

Central

C3

(Frank Eliason’s Team)

Forums / Communities

Corporate Blog

Blogging on Other Sites

•Provide channels to speak directly with customers online•Enable customers to get help, give feedback, and discuss issues•Provide evidence for customer service improvements•Be more transparent•Reduce negative sentiment online, improve positive perception, and ultimately improve search results

Objectives