Chaos To ControlManaging Customer Conversations in a Connected World
Arun Mani, Managing Director, Freshdesk, Continental Europe
About us: Freshdesk in numbers
6years
old
$90+Million
800+Employees
5Globaloffices
5acquisitions
4Products
80k+Happy
Customers
Our Vision
To be the leading provider of cloud-based customer engagement software.
Our Mission
To provide software for businesses of all sizes and make it refreshingly easy for them to engage with customers.
Locations
San Bruno Chennai London Sydney Berlin
80,000+ Customers
Accolades
Investors
Our products
Customer happiness,
refreshingly easy
Refreshing ITSM and IT
service desk solution
In-app support and
engagement for mobile
CRM for high velocity
sales teams
About me: Many hats, Many companies
SemiconductorEngineer
StrategyConsultant
GlobalSales Leader
Managing Director
The topic: The Great Pyramid Of Support
Customer Support in the Age of Social and Mobile
Consumers
Companies
Drive a collective narrative on customer service – in public
Challenged by the status quo – inadequate workflows, silo’d channels
15% Increase in churn rate when brands fail to respond via social media
47% Social media users have used social media for customer support
Why is Social Support Important?
SOURCE: Incite Report Gartner
Chaos → Control
1. Set up a brand presence and start listening
2. Set internal expectations for response times
3. Set up a system of record
No social media presence
Listening to customers on relevant social channels→
Chaos → Control
1. Set up a brand presence and start listening
SOURCE: Nielsen Social Media Report
One in three users prefer to contact brands through social media rather than the telephone
Chaos → Control
2. Set internal expectations for response times
SOURCE: Edison Research
42% of consumers complaining in social media expect an answer within an hour
Resources and volume of queries via social media need to be considered to set expectations
Chaos → Control
3. Setup a system of record
SOURCE: Edison Research
Prevent collisions and make sure nothing gets lost
Reactive → Proactive
1. Monitor relevant keywords, competitors and mentions of your brand
2. Build relationships and be transparent
3. Automate listening
4. Connect all your channels to the same system of record
Replying to queries Proactively reaching out→
Reactive → Proactive
1. Monitor relevant keywords, competitors, and mentions of your brand
Reactive → Proactive
2. Build relationships and be transparent
Reactive → Proactive
3. Automate listening
Convert Facebook posts and tweets into support tickets. Set up alerts for specific keywords
Reactive → Proactive
4. Connect all your channels to the same system of record
“Customers want consistent service experiences across these channels. They also expect to be able to start an interaction in one channel and complete it in another”
- Kate Leggett, Forrester
SOURCE: http://blogs.forrester.com/kate_leggett/14-01-13-forresters_top_trends_for_customer_service_in_2014
Growth Pains → Scaling up
1. Create a unique handle for support and separate accounts for
products, geographical locations, etc
2. Prioritize and coordinate replies
3. Automate to improve work flows
4. Set expectations for customers and create social media guidelines
for every scenarios
Coping with replying quickly
Effectively managing a large volume of social interactions→
1. Create a unique handle for support and separate accounts for products, geographical locations, etc
@Freshdesk, @AskFreshdesk, @Freshservice
Growth Pains → Scaling up
2. Prioritize and coordinate replies
Prioritize based on issue, type of customer, keywords
Growth Pains → Scaling up
3. Automate to improve work flows
QuizUp automates assignment of tweets and posts based on source and language
Growth Pains → Scaling up
4. Set expectations for customers and create social media guidelines for likely scenarios
Growth Pains → Scaling up
Darkness → Alignment
1. Track metrics that align with business goals
2. Create a consistent ‘voice’ across all support channels
3. Shift focus from just replying to social messages to creating
extraordinary customer experiences
Interacting with customers
Proving extraordinary experiences→
1. Track metrics that align with business goals
You are what you track – what you track will impact what you do
Darkness → Alignment
2. Create a consistent ‘voice’ across all support channels
Darkness → Alignment
3. Shift focus from just replying to social messages to creating extraordinary customer
experiences
Darkness → Alignment
Keys to successful social support
1. Reply in a timely fashion
2. Use context to personalize your replies
3. Assign queries to the right people/teams
4. Track interactions in a single system of
record
Seamless Multichannel Support
Freshdesk enables you to easily track and manage all of your customer conversations from all channels in one place
Thank you!
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