Social and Digital Service Excellence - PACE Association

Social & Digital Customer

Service Excellence

Getting Started, Getting Good, Being Great

www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence


Social & Digital Customer Service

Excellence

The choice is yours:

Stand firm against the Social Media wave or

Pick up a surf board, paddle out, ride, & thrive


Michael Pace

Customer Support & Community Management Executive

Principal of The Pace of Service (Consultancy)

Twitter: @micpace

LinkedIn & Google+

Blog: http://thepaceofservice.com/

Text SOCSERVICE to 22828 for Mailing List

Slideshare:http://www.slideshare.net/mpace101


1. Why do I need to invest here

2. 5 Steps to Develop Superior Social Customer Service

3. Objectives & Metrics

4. Hiring & People

5. Sharing experiences and Q&A

Session Agenda


We’ll Cover All This in 45 Minutes


The time to change was yesterday; the time to wake up

is now


It’s Still Growing …


…And Growing


Source: American Express Global Customer Service Barometer - conducted by Echo Research Feb 2012

Service TopicNot Used

Social for

CustServ

General

Population

Have Used

Social for

CustServ

Additional amount consumers are willing to spend for excellent service

11% more 13% more 21% more

Have not completed an intended purchase because of a poor customer service

experience in the past year49% 55% 83%

Number of people consumers will tell about good customer service experiences

9 15 42

Number of people consumers will tell about bad customer service experiences

17 24 53

Has Massive Upside

http://about.americanexpress.com/news/pr/2012/gcsb.aspx


So if you want a

sense of where

the world’s

media habits

are headed, it

makes sense to

watch what kids

are doing.

Kaiser Family Foundation –

Jan 2010

More than ½ of

the world’s

population is

under 30 …

which means

they don’t know

life before the

internet.

Socialnomics

If You Still Don’t Believe


5 Steps to Success


5 Steps to Success - #1Get Yourself Involved


Aggregators & Curators



Online Communities (LinkedIn, Pace, ICSA, etc…)

The Community Roundtable - http://community-roundtable.com/

http://www.socialquickstarter.com/

http://blog.hubspot.com/

Online Chats – such as #custserv (Tues. at 9pm ET) or #CXO (Mon 12pm ET)

If your phone still “flips” open, it’s time to update

Get Yourself Involved – Other Resources



5 Steps to Success - #2Know Your Business Strategy



Cul



Determine what is most important to your customer

Socially, Physically & Mentally

By Vertical or Type of Customer


5 Steps to Success - #3Listen to Your Customers


Know Your Customer

Acknowledge +/-

Be Transparent & Human

Keep Online/Offline/

Near-Line

Ask Them Questions

Provide Edu-taining

Content

Product/System/Service

Updates

Leverage Marketing &

Support Portals

5 Steps to Success - #4Customer Conversation



+



Customer Needs of Digital Service

Digital ServiceText

Mobile app

ChatSocial

Email

KB

Community

Unified,

consistent

voice

360 View of

Customer

Available /

Reliable

Sincere /

HumanMobile Ready


5 Steps to Success - #5Capture Info & Catalog

Keep It Simple SillyExisting CRM / SCRMBusiness Case for Tools

Focus on metrics that matter

Focus on objectives

VOC Tool

Provides the narrative to executives


Objectives & Metrics

Business Metrics Learning Agenda

EngagementCLTV

C-Sat

Other Key MetricsSLA’sConnection growthProduction

Scale

Content Management

X-Dept Interactions

People

Infrastructure



Support

Loyalty

Advocacy

Awareness

Consideration

Intent

Purchase

Acquisition

ARPU / Profitability

Retention

The Funnel & Customer Life Time Value



Business Metrics

Acquisition Retention

Aver. Revenue / Customer

Profitability

Customer Life Time Value



Example from Constant Contact in 2010: Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126)

Business Metrics – Acquisition & Retention



Business Metrics – ARPU

Sell

CUSTOMER EDUCATION

Create Content

Curate Content

Repurpose Content

Blogs

Community Posts

PDF’s

Videos

Webinars

LIP Seminar Listings FAQ’s

Podcasts Guides



Business Metrics – Customer Profitability

Channel Cost Per

Interaction

Insource

Cost Per

Interaction

Outsource

Phone (10 min) $12 $7.20

Email $6-8 $4.20

Chat (6 min) $7-8 $4.50

Twitter* (2 min) $2.40-$2.50

Community Nominal

*Only 1/12 interactions required a change in channel



Learning Agenda

Scale

Content Management

X-Dept Interactions

People

Infrastructure


Channel Attributes

In Person

1 to 1+, Face to Face Visual presentation & interaction Immediate responses are critical Quality of written responses typically less important

Phone 1 to 1 voice conversation Improved with personal connection, tone important Near immediate responses improve satisfaction

Email 1 to 1 digital conversation Persona driven by written word Between 2-24 hrs is expected turn around time

Chat 1 to 1 digital conversation Typically a casual conversation, short responses & grammar less critical Immediate responses are critical

Traditional

Hiring & People


Hiring & People

Responsibilities:• Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.) for

customer service related inquiries, complaints, concerns

• Organize customer service inquiries, concerns, and responses for record and

reference track the types of questions that appear on social media outlets

• Distribute and/or partner with various internal resources to ensure social media

generated issues are resolved and communicated

• Partner with various internal (possibly external) resources to update customers on

promotions, technical advancements, general content, issues or changes

• Facilitate the Voice of the Customer (Social Media) to various internal departments

and individuals to enhance the customer experience and product strategy

Social Support


Hiring & People

Social Support

Qualifications:•Excellent writing and phone skills

•Strong grasp of the structure, purpose, and tone of social networks

•Ability to think quickly, and formulate responses within a short turnaround time

•Ability to communicate on social networks in a professional, yet personable, way

•Flexibility

• Comfortable presenting organization’s values, positioning and persona potentially to the

entire social universe

• Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock Your Socks

Off Service)

http://www.chipbell.com/index.html

http://www.constantcontact.com/resource-center/index.jsp?p_li=JnBfdXNlcmlkPW1wYWNlQGNvbnN0YW50Y29udGFjdC5jb20mcF9wYXNzd2Q9Q0MmcF9lbWFpbC5hZGRyPW1wYWNlQGNvbnN0YW50Y29udGFjdC5jb20mcF9uYW1lLmZpcnN0PU1pY2hhZWwmcF9uYW1lLmxhc3Q9UGFjZSZwX2NjZl81PW1wYWNlMTAxJnBfY2NmXzI9Uk9WSU5HJnBfY2NmXzEwPTExMDI3MDg4NzYwNTkmcF9saV9wYXNzd2Q9NWluYXRyYTEmcF9jY2ZfOT1PJnBfY2NmXzE4PU8mcF9jY2ZfODI9TyZwX2NjZl8yNzk9TyZwX2NjZl8xOT0zMiZwX2NjZl8yMTA9WSZwX3JlZGlyZWN0PTE*


Sharing Experiences & Q&A


Michael Pace

Customer Support & Community Management Executive

Principal of The Pace of Service (Consultancy)

Twitter: @micpace

LinkedIn & Google+

Blog: http://thepaceofservice.com/

Text SOCSERVICE to 22828 for Mailing List

Slideshare:http://www.slideshare.net/mpace101


The Pace of Service - http://thepaceofservice.com/

Five9 -http://www.five9.com/call-center-software/social-customer-service.htm

McKinsey Report -http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy

The Community Roundtable - http://community-roundtable.com/

www.socialquickstarter.com – Constant Contact

Parature - http://www.parature.com/23-startling-social-media-statistics/

References

http://www.socialquickstarter.com/

Social and Digital Service Excellence - PACE Association

Business

Transcript of Social and Digital Service Excellence - PACE Association