Best Practice in Social Customer Service What Works and What's Still Broken

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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….


1st Principles

Channels Multiply

They Seldom Die


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


Mapping The Social Journeys


Advisor

Virtual Advisors

IVR

Email

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


Escalation

P2P support is great but

only answers 40% of

questions on average

Therefore 60% need

escalating to live

assistance


Escalation

Advisor

Virtual Advisors

IVR

Email

Chat/Messaging

Social

Smartphone

FAQs

Visual Advisor



©Brainfood Consulting 2013

O2#TweetServe• balance• remaining data• call allowance• system updates • handsets offers


Best of... Leverage P2P knowledge

by integrating into customer’s favoured

platforms


Cross Channel

Advisor

Virtual Advisors

IVR

Email

Chat/Messaging

Social

Smartphone

FAQs

Visual Advisor




From TwitterTo

Chat

Same Advisor

Cross Channel


From ChatBack To Twitter

Earn Word Of Mouth

Cross Channel


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


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


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


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


Signposting


2. SLAs - 2014 differentiator


Responsiveness


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


Little Common Best Practice


Context Drives Expectations


Enough To Differentiate

Consistent

Responsive


3. One Agenda - ever more important


personalblogs

review sitesTripAdvisor etc

self helpforums

onlinecommunities

brandedexpert sites

LinkedIn

Google+ Facebook

Twitter

YouTube

Pinterest

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


A Need For ‘One Agenda’


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


4. Works & Still Broken


Level Of Interest

People/Tech Investment

Towards SocialCRM

Consistency of CX

Crisis Mgt

Closed Loop Improvement

Use of Social DataIndividual Flashes Of Genius

Best Practice in Social Customer Service What Works and What's Still Broken

Social Media

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