Re-imagineRe-imagining the service narrative through the eyes of your agent
by Guy Stephens, Social Customer Care Consultant
Customer service is undergoing significant change Traditional customer service value chains are fragmenting
Business are rebuilding around data-driven, in-context experiences
Ecosystems are driving a shift towards ‘permissionless innovation’ and experimentation
‘On demand’ is driving customers towards the expectation of instant gratification
Service is entering a cognitive era
“It doesn’t necessarily matter where supply is coming from…what matters for me is that it is instant gratification. You press a button and …something shows up and fills your…need” Chris Saad, Head of Product, Developer Platform, Uber (29.03.16)
Reduce friction: self-service, emerging channels, mobile-first mentality Customer service ecosystem consolidation Proactive engagement & Pre-emptive service Empowered agent experiences Journey analytics/Insights from connected devices Strengthening feedback loop Shift to Cloud solutions for agility Prescriptive advice powers offers, decisions and connections Kate Leggett, Forrester, Customer Service Trends 2015 & 2016
Success will be determined by your ability to share and adapt at speed
Contact Centre SAP Oracle Avaya Genesys Microsoft Eptica Cisco KANA
Cloud Zendesk Freshdesk Desk Brand Embassy NewVoiceMedia Interactive Intelligence Five9 Dimelo
Social Customer Care Conversocial Lithium Social Web SparkCentral HelpSocial Clarabridge Engagor DigiDesk SoDash Sentiment Metrics
Listening Brandwatch Synthesio Spredfast (Shoutlet) SproutSocial Socialbakers
Platform Salesforce Sprinklr
Cognitive IBM Watson
Point SolutionsTraditional Digital PlatformCloud Cognitive Ecosystem
Community LIthium Insided
Social Networks Twitter Facebook Google/YouTube Hootsuite Instagram
The vendor landscape is changing
Niche Rise HelpHandles Mila
System Integrators IBM Accenture Capgemini
Messaging/Mobile WhatsApp WeChat Telegram HelpShift Nexmo
Asia/India/Middle East Aegis Global VSocial CrowdAnalyzer
Contextual
AI Bots on Messenger DigitalJuice Pypestream
A different service model is emerging
intelligent service ecosystem that switches between experience and automation
on demand providing ‘instant gratification’
‘mobile-first mentality’
underpinned by ‘pre-emptive’ data
agents empowered to create new value
Social customer care @ scale
setting up social customer care
content hubs
data
‘growing pains’
service ‘porn’
agent experience
target operating models
service design
Faster is better
“Anything worth doing is worth doing faster” Blackberry playbook
“If you’re not fast, you’re fucked!” Google unofficial internal slogan
“You jump off a cliff, and you assemble an airplane on the way down” Reid Hoffman
“The logic of the on-demand, instant gratification economy is that consumers will reward services that offer them what they want, and punish those that don’t or can’t” Robert Colville
Does it matter?
Response Time Tweets Response %* First Tweet
First Utility Less than a minute 13,800 30% 2015?
EON Energy 4 minutes 118,000 96% 09/11
British Gas 57 minutes 133,000 69% 12/11
Scottish Power 58 minutes 53,600 34% 02/10
EDF Energy 1 hour 8 minutes 11,400 86% 02/10
NPower 1 hour 49 minutes 53,800 64% 08/12
KLM 34 minutes 748,000 59% 07/09*Response % generated using HelpHandles
Institute of Customer Service Customer Satisfaction Survey 2016
UKCSI average: 77.0 Retail (Non food): 82.0 Telco & Media: 72.6 Utilities: 72.8
De-codifying the habits of the past
topcoder
World’s BIGGEST technology crowdsource community
stuff to talk about: unique characteristics of social channels Social DNA: #Twelpforce, #Tweetserve & giffgaff transparency, authenticity: & empathy: KLM, Telstra & SNCB hassle maps service design
When did companies start talking about, "unexpectedly high call volume?"Are they really so inept at planning that the call volume is unexpected? For months at a time? Seth Godin, and what else will you lie about
Corporate self-awareness: Re-imagine yourself
stuff to talk about: the notion of who I am individual vs organisation The Law of Requisite Variety Rheingold’s five digital literacies people + governance
…settling into an accurate definition of the self requires
trying on a lot of inappropriate identities and
making a lot of mistakes. Again and again, by
stumbling and falling and getting up again, we refine ourselves into something
that we eventually become content with.
For this, though, we need to be aware of all the
possibilities so we can try them on to see if they fit, and we need to have the freedom
to fail without devastating consequences. And this is
where the web comes in.
Identity is context-dependent and subjective, allowing us to be inventive and creative
in who we are and who we want to be
Aleks Krotoski, Untangling the Web
We’re in one of those 50 year old windows when an entirely new medium is being created and no one knows what to do with it. All you can do is throw stuff out there and experiment Frank Rose, The Art of Immersion
intelligent service ecosystem that switches between experience and automation
on demand providing ‘instant gratification’
‘mobile-first mentality’
underpinned by ‘pre-emptive’ data
agents empowered to create new value
Service is still about people
https://www.youtube.com/watch?v=HNx5-bEKk8A&ebc=ANyPxKr3EE5C_kz2Ybtte5u5rmuSM8ATjNQoxi2AMeGMdFK34I0SAcgbT96WygGRUrZNnr9Y2Ur0qwen94j4AWZK4wNerZs3dQ&nohtml5=False
https://www.youtube.com/watch?v=bUkN7g_bEAIhttps://www.youtube.com/watch?v=UrvaSqN76h4