Directors forum presentation

DISCOVER \ EVALUATE \ ENGAGE

The Evolution of Customer Engagement

Mark KirbyManaging Director – GoResponseCEO - [email protected]


13/10/2010 2

Internet Use Is Changing


13/10/2010 3

2009: Social Networking Surpasses Email


13/10/2010 4

Leading UK Sectors by April 2010 Share of Total UK Internet Time

RANK SectorApril 2010 Share of Time

April 2007 Share of Time

Relative Change

1Social Networks/Blogs

22.7% 8.8% 159%

2 E-mail 7.2% 6.5% 11%3 Games 6.9% 5.9% 15%

4 Instant Messaging 4.9% 14.2% -66%

5 Classifieds/Auctions 4.7% 5.0% -6%

6 Portals 4.0% 3.7% 10%7 Search 4.0% 4.1% -3%

8Software Info/Products

3.4% 5.3% -36%

9 News 2.8% 1.5% 84%10 Adult 2.7% 2.8% -3%– Other 36.8% 42.2% -13%Source: UKOM

If all April 2010 UK Internet time was condensed into one hour how much time would be spent in the most heavily used sectors?


13/10/2010 5

Now &The Future

@

The Transition of Engagement


13/10/2010 6

Todays Customers Look to the Cloud for Answers

Community Sites Social Sites Portals

By 2012, 65% of Customer Service interactions will happen onlineGartner


13/10/2010 7

The Power of One

Customers could be managed with a 1-2-1 relationship

BEFORE AFTER

Now customers have an audience


13/10/2010 8

RaversRaving NuttersRaving Fans


13/10/2010 9

The Problems

Who are they?

Where are they?

How do we engage and influence?

Is it marketing, PR or Customer Services problem?

How much and what are the returns?

Facebook is just for kids…


13/10/2010 10

The Opportunities

Low Cost / Real Time Research

Influence communities

– not just customers

Mega-efficient Customer Services

Unearth instant sales

opportunities


13/10/2010 11

Two Key Areas of Engagement

Inbound Outbound

Facebook fan pages

TwitterSupport desks

Monitoring

Engagement


13/10/2010 12

Discover

The Listening Grid


13/10/2010 13

The XFactor Winner is…


13/10/2010 14

EvaluateClassify:Product ReviewSales LeadCompany ReviewCustomer ServiceCompany OutreachEtc.

Status:Needs EngagementNeeds EscalationNo further action required


13/10/2010 15

Evaluate


13/10/2010 16

EngageWhere is

my local store?

How do I get help?

What bad service…

Where can I get…


13/10/2010 17

Engagement Strategy- The Dos

Offer empathy and care

Sound like a person – not a business

Respond with an honest tone

Respond within reasonable time-frames

Set achievable expectations

Be positive and brand evangelicalMeticulously ensure that post evaluation is accurate


13/10/2010 18

Top-line Engagement Strategy- The DONTs

Don’t get into conflictDon’t post information that is not 100% accurate

Don’t guess

Don’t sound like a sales personDon’t belittle a poster

If in doubt - ESCALATE


13/10/2010 19

Examples of Basic Engagements – e.g. Twitter

** After a mention, compliment , etc. make sure to follow (if not following already) from the Twitter company account** These are examples of what can be said, please do not resort to “copy/paste” answers asevery response is different and should be treated that way.

Thanks for the mention! No problem. You might find this link helpful. Let me know! www.bit.lyI’m new at ABC Company. Really sorry

you feel this way. I'm passionate about what people think about us. Can I get a colleague to contact u? Hi, I work with ABC Company and am

pleased to say that delivery before Christmas is no problem if ordered before Friday

Hi. Saw your posts and had a word with my boss. Here is a link for all that gets 5% discount on orders b4 Friday! www.bit.ly

http://www.bit.ly/

http://www.bit.ly/


13/10/2010 20

The Future - True Blended Contact

8:009:00

10:0011:00

12:0013:00

14:0015:00

16:0017:00

18:0019:00

Typical comparison of staff resource and call volumes in a shift

StaffCall Volumes

Traditional utilisation of staff time (on call time)

Optimisation of staff resource with social media management


13/10/2010 21

The Future of Engagement

Customer Services

Community Services

Directors forum presentation

Business

Transcript of Directors forum presentation