Post on 17-Jul-2015
© RightNow Technologies, Inc.
Social Media and the
Customer Experience
Neil Srinivasan
Product Manager, Contact Center Solutions
RightNow Technologies
http://www.linkedin.com/in/neilsrinivasan
Agenda
The Social Customer Experience
Hands-on Expertise from RightNow Customers
Making It Real: Social Media in the Contact Centre
Case Study
Agenda
The Social Customer Experience
Hands-on Expertise from RightNow Customers
Making It Real: Social Media in the Contact Centre
Case Study
Facebook has 600 million members
3rd most populous “country”
Visiting social sites in Europe is the
Most popular online activityahead of email!!
Social Media Has Empowered The Consumer
Past
• Company manages customer
• Company controls brand
• Company inhibits transparency
• Company focuses on efficiencies
Company Control Customer Control
• 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)
Today‘s Contact Centre
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.
Friends
Influences
Social
Web
Friends of
Friends
Your
Community
Site
Your
Website
Your
CustomerYour
Contact
Centre
The Customer Experience is Social
Learn
Identify
Need
Research
Evaluate
Decide
Buy
Receive
Product
Buyers
Remorse
Upgrade
EnhanceRepair
Disposal
Integrate
Return or
Exchange
Recommend
Owning
CycleBuying
Cycle
Social Interactions Mapped to the Customer Journey
Facebook, Locatio
n-based Services
Ratings &
reviews
Influencers (blogs,
Twitter, industry
sites)
Communities
blogs
Influencers
Communities,
YouTube,
wikis
Support
communities
Support communities
Crowd-sourcing
communities
Ratings & reviews
The Customer Experience is Social
Learn
Identify
Need
Research
Evaluate
Decide
Buy
Receive
Product
Buyers
Remorse
Upgrade
EnhanceRepair
Disposal
Integrate
Return or
Exchange
Recommend
Owning
CycleBuying
Cycle
Facebook,
Location-based
Services
Ratings &
reviews
Influencers (blogs,
Twitter, industry
sites)
Communities
blogs
Influencers
Communities,
YouTube,
wikis
Support
communities
Support communities
Crowd-sourcing
communities
Ratings & reviews
Contact Center Engagement
Marketing Engagement
Both
Who in your organisation is using social
media?
Send a text to +44 762 480 6527 stating
which departments in your organisation are
actively using social media:
DEPARTMENTS USING SOCIAL
MEDIA:
RESPOND WITH:
Marketing Only 181726
Customer Care / Contact Centre Only 181727
Both Marketing and CC 181728
Neither Department 181729
Other Department 181730
Not Sure 181731
Send a text to +44 762 480 6527 to vote!
KEYWORDS
181726
181727
181728
181729
181730
181731
Agenda
The Social Customer Experience
Hands-on Expertise from RightNow Customers
Making It Real: Social Media in the Contact Centre
Case Study
RightNow Customer Insight #1
How to Socialise the Executive Team
Start by monitoring and capturing
conversations
Drive awareness of the
conversations
Most executive teams will respond
“Hey – we want to have a voice!”
Show the angry customer, the
discussion, and the resolution
resulting in a happy customer
“You don’t mind if someone is out
there saying bad things about your
brand – especially if you can
change their mind. But if you just
leave it out there it’s a problem.”
RightNow Customer Insight #2
Convert Detractors
What has changed:
Your phone interactions are no
longer private
The actions of one agent can cause
a PR firestorm
How to respond?
Monitor social media
Embrace the detractor
Be genuine - admit if a mistake was
made
RightNow Customer Insight #3
Give Customers a Home
RightNow Customer Insight #4Operationalising Social Across Departments
Dedicated social media team in the contact centre, aside from marketing team
Routed interactions within the team by skills / product expertise
Ensured that every support question on Facebook and Twitter was handled
“It’s easier to teach a call center person how to moderate than to teach a moderator how to learn about a product.”
Built social media into the core call centre infrastructure
Didn‘t want social to be an ‗add-on‘ but rather built into the heart of the business
Anybody who is a customer service agent should go beyond just running a script and be able to engage with customers
By using social media for customer service, it allows for us to use insight back into the business and improve
Business Impact of Social
Listen and Respond Build Community
React in minutes to
avoid PR firestorms
Create new revenue
streams
Up to 40% lead
conversion rate
Improve CSAT scores
Increase CLV by 40%
Turn 24% of members into
brand advocates
Reduce agent-assisted
interactions by 10% - 40%
Devise better products, faster
Double or triple your website
traffic ranking
Agenda
The Social Customer Experience
Hands-on Expertise from RightNow Customers
Making It Real: Social Media in the Contact Centre
Case Study
No Single Department Owns Social
Social Objectives Vary by Department
Each Department Brings Different Skills to the
Table
Marketing Team
Salespeople
Contact Center Agents
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
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
It is just another communications
channel
—like phone, email or chat— except
that it is owned and operated by
customers.
―Social is already built into the
customer service DNA.‖
Frank Eliason, Sr. Director, Comcast Cares
Image by the_tjb
Organisations are challenged to
Operationalise Social Engagement
Current State: Early Adoption
• Social Media ―Bolted On‖ as a Disparate Process
• Separate business processes, staffing, costs
• No unified view of the customer (Disparate Knowledge)
Poor or no integrated business processes
Mature State: Operationalized Social
Social Tied Into a Unified Platform
Integrated Contact Record
Common Knowledge Foundation
Central Management of All Customer Channels
Support Workflow & Escalation
Multi-Channel Consumer Feedback
Reporting & Analytics
Finding the Conversations that Matter
and Responding Appropriately
Determine Intent Choose whether to respond based on intent:
Need help?
Brand mention?
Shopping around?
Detect Sentiment Prioritize and respond based on sentiment
Identify Customer Engage appropriately based on customer segment and influence
Social Noise
Intent
Sentiment
Identity
Route and Response
Decision
Customer Engagement Through Social Media
Get access to conversations
across social media channels
Find the conversations that
matter to your company
Route the important conversations to
qualified company representatives
Provide representatives
with a simple means
of engaging with
the company‘s best
knowledge and guidance
at their fingertips
Capture and record
social media interactions
and measure outcomesfunnel
route
engage
recordlisten
Treating Social Media as an ―Engagement Channel‖
Contact Centre Agents Enabled to Support Social Interactions
Unified business processes
to capture, track, and respond
to customer inquiries across
channels: phone, web,
email, chat, social media.
A complete, central view of
customer information across
service, marketing, and sales
Seamlessly migrate from
Social to more appropriate
channel
© RightNow Technologies, Inc.
Monitor Social Networks For
Engagement Opportunities
Routing an Engagement to a Socially-skilled Agent
Working 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 configuration
Script and guide design
Define and manage business rules and
processes
Easily extend desktop functionality
Agenda
The Social Customer Experience
Hands-on Expertise from RightNow Customers
Making It Real: Social Media in the Contact Centre
Case Study
Case Study
Navy 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.
In Summary:
Leading organisations are ―socializing‖ their customer
experience
Social media engagement spans Marketing and
Customer Service – each organisation will find their
own way to coordinate
When engaging 1:1 in social media, treat interactions
just as you would with any communication medium
Start by listening
Continue the Conversation
Arjen Akkerman
Product Manager
arjen.akkerman@getronics.com
M +31 6 515 64 518
LinkedIn: ArjenAkkerman
Neil Srinivasan
Product Manager
nsrinivasan@rightnow.com
M +011 503 319 5019
LinkedIn: NeilSrinivasan
Join us at the Newtel Essence booth to take the discussion further, and to see product demonstrations of how your contact center can engage in social media!
Rogier Mink
Sales Consultant
M + 31 6 290 74 846
rmink@newtelessence.com
Linkedin : RogierMink
© RightNow Technologies, Inc.
Thank You!
Neil Srinivasan
Product Manager, Contact Center Solutions
RightNow Technologies
http://www.linkedin.com/in/neilsrinivasan