Post on 22-Jan-2015
description
customer service using social: trends, analysis, guidelines
mitch lieberman- KANA
esteban kolsky - thinkJar
90% percent
of transactions for
customer service
happen offline
86% of organizations
use twitter, facebook
(or both) for
customer service
66% have no
defined processes
for customer service
over social channels
68% were not able
to calculate
ROI before deploying
8% found
the expected
ROI
none of them
are sure if
they are doing
the right thing
what is customer service using social?
• customer service over social channels
– social media = channels
– service = service
– customers = customers
• in reality, it is a knee-jerk, tactical reaction to customers enjoying the power of social channels to complain, done badly (for the most part…)
why do you have to worry?
• social customer has power, a voice, and demands
• potential savings that talk to your real need – save money in servicing the customer
• new channels must be served, the experience continued
• it’s the future, there is no turning back
how long doing CS over social
46
72
83 43
81
75
Deployed 0-6 months ago
Deployed 6-12 months ago
Deployed 1-2 years ago
Deployed more than 2 yearsago
We are almost ready, but notthere yet
No Answer
non social channels used
335
205
331
269
61
165 Phone
IVR
Web self-service
Kiosk
Face-to-face(Branch/Store)
social channels used
212
216 149
85
95
62 29
Branded Community, Closed(company owned, log-inrequired)Branded Community, Open(company owned, NO log-in)
SMS (Text Messaging)
None (No Social ChannelsSupported)
how decision is made for new channel
126
194
124
223
192
27 Consultants advice
Competitors do it
Companies we do businesswith do it
Customer request
Research / Analyst reports
None of the above
how new channels are selected
67
120
50
83
272
12 End-users via co-creation projects
End-users via surveys and marketresearch projects
Analysts and pundits via inquiries
Consultants and systemsintegrators via consulting projects
Internal team decision
Other (please specify)
are social processes defined
92
216
15
77 Equally defined asstandard channels
Less defined than standardchannels
More defined than forstandard channels
No Answer
primary benefits social
13
95
31
6 35
55
71
20
74
Deflected phone calls
Increased customersatisfactionIncreased loyalty
Increased revenue
Intangible benefit
Met customer expectations
Not using social channelsjust yetReduced cost of customersupportNo Answer
secondary benefits social
27
55
45
17
39 37
67
22
91
Deflected phone calls
Increased customer satisfaction
Increased loyalty
Increased revenue
Intangible benefit
Met customer expectations
Not using social channels just yet
Reduced cost of customer support
No Answer
how to do it? channel stats twitter facebook communities Phone email chat
number of interactions
4 6 2 (*) 2 6 12
total work time (AHT)
1.5 6 0 (*) 6 12 8
percent escalated
95 98 34 (*) 12 6 6
number concurrent
8 4 0 (*) 1 6 2-3
FCR percent 1 1 62 (*) 75 89 78
close time 48 h 72 h 12-24 h (*) 6 m 24 h 8 m
(*) depending on staff participation, model varies wildly
social top issues
• communities – tribal knowledge – reduced costs – branded
• facebook – integration – API
• twitter – limits – tools
discuss….