Agenda 1.00pm – Opening & Running Order (Eoghan McDermott) 1.05pm – BT Welcome & Evolution Series Context (Graham Fagan) 1.10pm – Embracing Digital Transformation (Martin Hill-Wilson) 1.30pm – Serving The Social Customer (Nicola Millard) 1.45pm – New Year’s Video Messages (Shep Hyken, Frank Eliason, Sarah Millar-Caldicott, Peter Shankman) 1.55pm – Business and Technology Industry Panel Discussion (Garvan Callan, Eibhlin Payne, Paul O’Riordan, Tim Hynes)
“Digital TransformationIs not an arcane art, It can be codified”
Didier Bonnet, Cap Gemini
Senior VP & Global Practice Leader Digital Transformation
Author of ‘Leading Digital’,
Harvard Business Review
Persona l i sa t i on
Soc ia l I n te rac t ion
Empowerment
Key Trends
Mul t i -Sc reen /Omn i -Channe l
Persona l i sa t i on
Soc ia l I n te rac t ion
Empowerment
Mu l t i - Sc reen /Omn i -Channe l
Key Trends
The selling process is giving way to the buying process
B2B customers completed nearly 60% of a typical purchasing decision - researching solutions, ranking options, setting requirements, benchmarking pricing - before even having a conversation with a supplier
Source: 2013 Corporate Executive Board study of more than 1,400 B2B customers
Autonomous Buyers
Persona l i sa t i on
Soc ia l I n te rac t ion
Empowerment
Key Trends
Mul t i -Sc reen /Omn i -Channe l
Persona l i sa t i on
Soc ia l I n te rac t ion
Mu l t i - Sc reen /Omn i -Channe l
Empowerment
Key Trends
85% of online shoppers start searching on one device and make a purchase on anotherGoogle
Any Which Way
People swap devices 21 times an hourOMD UK's Future of Britain research project
Persona l i sa t i on
Soc ia l I n te rac t ion
Mu l t i - Sc reen /Omn i -Channe l
Empowerment
Key Trends
At My Convenience
Offers One-hour Delivery Program,
Expanding Into New York, Chicago & Dallas
App-wielding Customers Make 2x The
Shopping Trips Per Month And Spend
40% More Than Non-app Users
China’s JD.com launched the option for many items to be delivered within three hours, effectively giving millions of Chinese office workers the ability to place an order by 3pm and have their shopping arrive right after work
How Mobile Impacts CX
“Smartphone uptake is a huge
driver of multichannel usage
Customers do not particularly
differentiate between phone,
email, web chat or mobile self-
service: as it is on the same
device
It seems to them as though it
should be a single channel”
There are six fundamental things that customers want:1. Know Me2. Be Relevant3. Be Competent4. Be Trustworthy5. Be Likable6. Be Available
Stuck In A Time Warp?
Source: Parature 2014 State of Multichannel Customer Service Survey – 1,000 US consumers
“Has my claim been accepted ?”
u p s t r e a m
LitigationComplaint2+ TimeResolution
MultipleTransfers
1st timeresolution
d o w n s t r e a m
InboundSituationIs Recognised
OutboundNeedis anticipated
Need isremoved
Where We Need To Be
1. Need to phone and find out2. Automated, instant confirmations triggered
at each stage of claims workflow
u p s t r e a m
LitigationComplaint2+ TimeResolution
MultipleTransfers
1st timeresolution
d o w n s t r e a m
InboundSituationIs Recognised
OutboundNeedis anticipated
Need isremoved
Where We Need To Be
Serving the Social Customer: How to look good on the social dance floor.
Dr Nicola J. MillardHead of Customer Insight & Futures
BT Global Innovation [email protected]
@DocNicola
© British Telecommunications plc
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
Speed of change is accelerating.
Copyright BT Global Services, 2014
say they constantly change the way they deal with organisations
say organisations make it easy to switch between different channels1:2 17%
© British Telecommunications plc
“@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
© British Telecommunications plc
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*
© British Telecommunications plc
* 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/
What customers talk about on social media.
9% were about primary contact channels, e.g. contact centre, store, branch.
© British Telecommunications plc
“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”.
A fairly typical contact centre rant….in real time.#Brandbank I'm losing the will to live. Waiting for a Brandbank Helpdesk advisor...been on the phone now for 15 minutes and 25 seconds!
#Brandbank Waiting for the Brandbank Bank Helpdesk to answer the phone for 30 minutes. I've almost forgotten why I'm ringing.
#Brandbank Does Richard Clayderman get royalties for his phone instrumentals? Waiting for the Helpdesk for 18 minutes now!
#Brandbank The Helpdesk should employ Debbie Harry from Blondie to sing "Hanging on the Telephone"!
#Brandbank 25 minutes waiting for the Helpdesk to answer the phone. I hope this isn't a premium rate number.
#Brandbank Brandbank Bank Helpdesk - you win. I give up. Wait time 32 minutes and no answer. No service or help whatsoever!
#Brandbank I am sick of hearing Richard Clayderman on a loop. Waiting for Brandbank Helpdesk to answer the phone.... 16 minutes waiting!
#Brandbank Yes, Brandbank Helpdesk - I am still here 22 minutes waiting!
#Brandbank Since I've been waiting for the Helpdesk to answer the phone my money has devalued!
#Brandbank Hellllooooo Cooee... Brandbank Helpdesk....Is there anybody there?
#Brandbank Should there be any journalists out there reading my Tweets about the waiting time for the Helpdesk - do report it.
© British Telecommunications plc
© British Telecommunications plc
Social breeds social…“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
Some social media can be abnormally loud!
“@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.
© British Telecommunications plc
Customer’s expectations of traditional channels can be low...
and can be higher on social.“Brandbank made me verify my account details just to be told a FAQ of their website :@”.
“@GlobeBank any danger of telephone banking working? Not really buying into the 'we are experiencing high call volumes' after 3 days”.
Dear @Brandbank , Your India office has no idea what's on your website. The man at the help desk is clueless”
The contact centre gets a bashing
“@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?
“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)
It can be effective 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
seems to be the hardest word…
© British Telecommunications plc
“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
How to be Lords of the Dance…
© British Telecommunications plc
“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/ .
Networking social experts.
Voice
Webchat
VoIP
SMS / MMS
‘Call me’
Video
Social Media
Home Workers
Branch Offices
Remote Workers
Mobile Workers
Contact Centres
HQ
Copyright: BT Global Services, 2014© British Telecommunications plc
Thank You.
© British Telecommunications plc
Dr Nicola J. MillardHead of Customer Insight & Futures
BT Global Innovation [email protected]
@DocNicolahttp://letstalk.globalservices.bt.com/
Top Related