Serving the Social Customer · Would post a facebook customer service message to an organisation...

Serving the Social Customer: How to look good on the social dance floor.

Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team [email protected] @DocNicola Copyright BT Global Services, 2015

Busy Autonomous customers put a lot of effort into dealing with organisations and prefer easy interactions

Buy more from organisations that make it easier

79% Indonesia

73% UK

72% Belgium

68% Germany

50% Spain

90% China

84% India

83% UAE

82% USA

81% Singapore

62% Find dealing with customer service issues exhausting

55% Put a lot of effort into safeguarding their consumer rights

3 in 4 Constantly research products to buy online

Only 1 in 5 Regularly experience first contact resolution for customer service

30%

Building customer engagement

Increase in consumers saying convenience is more important than price (UK & US)

85% It should be easier to contact orgs. by phone, web chat and email

71% Like it when orgs. notice I have a problem with customer service & try to help

88% Consumers would be more loyal to orgs. if they are easy to deal with

Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya

Reducing customer effort is a growing priority

Copyright BT Global Services, 2015

“Net Easy” does it.

Making it Easy is the missing link between operational quality and loyalty:

Operational performance

Customer experience

Advocacy

Incremental value Churn

reduction

NPS

Net Easy

OCR & RFT

Why measure Easy?

True voice of the customer

Drives advocacy, VFM & loyalty

Highly actionable feedback

Applicable in all channels

Engages and resonates with staff

Low effort also = lower cost

Customers finding it easy are 40% less likely to churn

Thanks to Joanna Howard Copyright BT Global Services, 2015

6 factors explain 67% of movement in Net Easy

What drives easy?


Some channels are easier than others.

Thanks to: Joanna Howard

Voice auto


What’s so ‘easy’ about digital and social media?

Personalised engagement

Quick turnaround, no wait time

Customer in control

“One Stop Shop”: no hand-offs

No IVR

Proactively reaching out to customers

Open, transparent communication

Rapid & effective

messaging

Copyright: BT Global Services, 2015

Networking experts: @BTCare & @BTBusiness.

Thanks to Dr Simon Thompson .

Copyright BT Global Services, 2014 © British Telecommunications plc

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“Autonomous” Customers still need help.

USA

84%

UK

Want advisor available on phone/web-chat when internet shopping

79%

Co-browsing would add value

USA

65%

UK

55%

Customer service via Apps would add value

USA 62%

UK 55%

2015

62%

2013

54%

Prefer using the phone than FAQs (UK)

90% Want to e-mail the same agent as they speak to on the phone

Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015

Consumers like self-service, but when it goes wrong they want live help there and then

When you most recently had a problem with self-service what type of support did you want?

Phone 29%

Social media 10%

Web-chat 15%

Video-chat 9%

E-mail 23%

Changing usage of channels by consumers

Which of these methods of contacting organisations do you use currently? (UK)

Web-chat and social media fastest growing, as the traditional channels fall away in terms of customers contacting organisations

Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya, UK data Copyright BT Global Services, 2015

Channels scoring less than 5% are not included – other social media, video-chat.

Channel switching is accelerating

81% Organisations should always offer different channels to meet my needs

Less than 1 in 3 Agree organisations make it easy to switch between different channels

3 in 4 Any agent should be instantly familiar with my contact history

Would like organisations to offer the following…

E-mail same call centre agent 90%

Service through Facebook 53%

Skype calls to call centres 55%

Visual IVR on smartphone 67%

Apps with web-chat 71%

Switch from web chat to phone 62%

Voice biometrics for ID&V 73%

Share my screen with an agent 62%

Switch from web-chat to video 51%

Secure tech. for phone payments 50%

Social media to phone call 63% 51%

Would like to switch from web-chat to video-chat (62% - switch from web-chat to phone)

67% Would like visual IVR on their smartphone

50% Regularly phone call centre & look at web on smartphone


Channels Multiply: The Omni-channel challenge.

Smart phones / smart customers?

Smartphones and customer service should work hand-in-hand, but too many Apps lead to dead-end support

Would like Visual IVR when calling on a smartphone

81% Indonesia

54% UK

45% Belgium

30% Germany

68% Spain

86% China

86% India

83% UAE

60% USA

77% Singapore

Use smartphone to…

Phone call centres 62%

Access mobile banking weekly 39%

Scan in-store to get best prices 46%

Phone call centre & look at web 51%

48% Download Apps for customer service

62% Would like to share smartphone screen so the agent can see it

46% Comment on social about customer service using a smartphone

12% Share GPS so companies can offer discounts based on your location

3 in 4

Want Apps with web-chat or messaging capability

17% Used Siri or similar on smartphone in the last 6 months


Social customers demand social customer service.


Consumers want more customer service by social media and less marketing

Would post a facebook customer service message to an organisation

80% Indonesia

53% UK

48% Belgium

40% Germany

63% Spain

N/A China

88% India

87% UAE

57% USA

74% Singapore

70% Expect response to social media comment in 15 mins

1 in 3 for an urgent issue or emergency Twitter/Facebook is the best way to get customer service

25% Have had customer service by social media (15% made complaint)

35% would post a complaint on social media

2 in 3 Want responses to comments by same platform

Have used smartphone to comment on social media about customer service just received

China 70%

67% India

63% Indonesia

61% UAE

37% Spain

57% Singapore

33% USA

30% UK

23% Belgium

24% Germany

We collected 44,336

customer interactions on

Twitter (51%), Facebook (47%) & Forums (2%)

We categorised 12,553 social media

conversations with 13 brands in 1 week.

Compared to 2986 for 14 brands in 2 weeks

in 2011 – over 4 times the amount of traffic.

Social Media usage has grown MASSIVELY in 3 years.

© British Telecommunications plc

It’s public

It limits expression

It can be inappropriate

It can get you

slapped

“@GlobeBank I wouldn't put my bank details on here but a phone number is ok no? If a weirdo calls I can just hang up!”

“@LoFlyer Hi, thank for the response. Think I'll need an email add to make a complaint - not enough characters in a DM! Thanks”.

“@CEOSuperCo have you looked at your @SuperCo feed recently. Several men staffing it are incredibly rude and dismissive. #customercare?”

“@GlobeBank- Not sure I can do that in 126 characters...”

“@SuperCo since this is a legitimate complaint, perhaps you could reserve the emoticons for when you're texting your mates...?”

“@SuperCo you are deluded if you think I am going to reply on Twitter with my details”.

“I'm sorry but why has SuperCo replied to my tweet?”

“Seriously @BrandBank, I’m flattered you ask but haven’t you got better things to do than reply to my idle twitterings?”

The dance floor can be limiting


Not all sectors are equal in the social media world.

“Big and small companies today listen like never before.

The question is whether they are “hearing” any better”, Dave Carroll*


* Stephens, G (2014), Five Years of Social Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play, Future Care Initiative White Paper, http://futurecare.today/

Social activity by sector

What customers talk about on social media.

9% were about primary contact channels, e.g. contact centre, store,

branch.


“Anyone know how to open a SuperCo plastic bag? It's just I have things to do tomorrow”.

“One small step for GovCo, one large step for convenience. Just did everything online. Brilliant!”

“@SuperCo hi lovely peeps! Pls can you tell me nearest store to Derby that stocks coconut yoghurt? Thx”;

“@SuperCo thanks for my “luxurious” lillies - what they lacked in flower heads they made up for in slugs”.

”@GlobeBank it would be good to be able to create travel plans that span multiple countries instead of one for each country. A bit like Google maps. Create a plan, then add countries with an “add country” button”.


“@SuperCo if you were a salad, what salad would you be?”

“@SuperCo tell me a rude joke”.

“Hi @SuperCo, what do the little asterisks mean next to items on your receipts? Just curious!”

“@SuperCo what do I do if my friend's having a bad day?”

Some people just want a chat.

“TrainCo customer service is amongst the worst I have encountered. The station staff argue with info provided to me by their Twitter team and telephone customer service team despite having the information in front of me. In future I will avoid them at all cost”.

WARNING: can cause channel shift contradiction (& cost)

The challenges of social media.


“@SuperCo feeling sad, you still haven't responded to my stock question from 4 hours ago”.

“@GlobeBank I finally got a response to my question but then they went quiet again. Three days for each reply is not acceptable”.

“Twitter is training people that they get faster response in that mode. Thus everyone goes there, thus it breaks”.

“@SuperCo I hope SuperCo answer my previous tweet towards them. Easy to ignore something they can't answer #RubbishCustomerService”.

But can the social channel cope?

“Sat here, reading SuperCo's wall, and the amount of complaints about being sold outdated food is baffling”.

“I don’t even bother ringing the contact centre any more. I get faster and better service on social media”.

“@SuperCo I understand that you're busy but tweets posted after mine were being answered while I was waiting for a reply. Poor customer care”.

“What saddos feel the need to moan on #SuperCo account all the time. It's hilarious reading. A person is moaning re: the staff being in the way!”

#FAILS go public. Rants breed more rants

Social breeds social…

seems to be the hardest word…


“HighFlyer Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong”.

“@LoFlyer “hi Phil, we don't know what we are doing so we will keep sending the same reply. If you send us this we will do this “blah blah blah””.

“@TrainCo An apology is pointless unless measures are taken to prevent the problem recurring. Love from ALL your customers”.

“@GlobeBank: my social media tirade will continue, Including colourful derogatory language!! Until I receive a personalised solution”.

Action (not speed) speaks louder than

words

“RT reply from @Brandbank: “Hi there. I'm sorry I can only help with GlobeBank UK queries. I don't have contact details for India. Please contact them directly”.

“@SuperCo Can you please explain what is going on, lots of conflicting information coming from various departments”.

Silos are exposed

BT Contact. Relationships that grow 20

“Primal scream” Twitter.

Twitter: A great place for top-of-mind comment and opinion and whinging about bad

service generally (not detailed enough for specific complaints). Lots of questions and a

fair number of compliments. BUT very transitory.


Fire in Gerrard Street exchange

Simple, transparent communication……Great in a crisis!

RichieJones Now that is transparency!! RT: @BTCare: Service restoration now underway but may take some time. See pic: http://bit.ly/gw07ZE CallMeKallam @MangaUK The exchange is in Gerrard Street, but I believe that caters for the West End. Follow @BTCare for info, they're good!

65% increase in Twitter followers:

“Brace yourselves: rare

praise for BT”

Thanks to Joanna Howard. Copyright BT Global Services, 2015

http://twitter.com/RichieJones

http://twitter.com/BTCare

http://bit.ly/gw07ZE

http://twitter.com/CallMeKallam

http://twitter.com/MangaUK

http://twitter.com/BTCare


….Or in a life-and-death situation: #londonriots

Tweet from @BTCare:

“Major pressure on

999 tonight, please

call in absolute

emergency only

#londonriots”

Tweet Reach:

311,896 people, via

385 retweets

Wait time on 999:

from 41 seconds to 0

seconds

Copyright BT Global Services, 2014 Thanks to Joanna Howard. © British Telecommunications plc

http://twitter.com/


Friendly Facebook: The place where loyal customers gather?

A much friendlier place than Twitter because a lot of Facebook activities

are from people who literally ‘like’ the brand. A big place for

compliments, questions and comments but can be used to complain

about service. Customers themselves may step up to defend the brand

against negativity.



Friendly Facebook? Not so friendly Facebook

I value my privacy and tend to prevent my profile from being

especially visible on Facebook, so I wouldn’t use it to contact

anyone outside my network.”

Agree that the ads

on Facebook are

tailored to my

interests

14%

Find it easy to

contact companies

through Facebook

pages

19%

83% have used Facebook to interact with an organisation

- 8% regularly buy products through Facebook, 24% go from Facebook to

websites to make a purchase

- 21% use Facebook as a reference to read other customers product reviews

- 20% of people expect to receive more offers and deals

- 13% would like to be able to get customer service through webchat on a

companies’ Facebook page

- Only 35% agree that organisations should always show negative views on their

Facebook page

See the number of ‘likes’ on a company’s

page as a mark of its success

22%



Community collaboration: Forums.

Forums tend to be a little more niche than Twitter or Facebook. A big

place for compliments and comments but they also give customers the

space to deliver EXTREMELY LONG rants. Content stays there for years.

Often anonymous – often staff commenting.



A funny thing happened on the way to the forum…

Copyright BT Global Services, 2014

http://www.mymuesli.com/?

How to be Lords of the Dance…

Ability to switch

between public & private Immediacy:

value add & challenge

Define social’s role in the

overall customer

experience

Listen, respond,

learn, measure Get a good

dance partner

Don’t just say sorry

Define service levels

Signpost appropriate

dance floors


“Customers must want social servicing. The

challenge is they [marketing] were not fully

listening to these complaining customers,

and I am not sure companies are still doing a

great job at that. Customers never wanted social customer service, they want to be treated

right the first time”, Frank Eliason*.

* Stephens, G (2014), Five Years of Social

Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play,

Future Care Initiative White Paper, http://futurecare.today/ .

Let’s Dance…

Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team [email protected] @DocNicola Copyright BT Global Services, 2015

Serving the Social Customer · Would post a facebook customer service message to an organisation...

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