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EVOLUTION OF CUSTOMER SERVICE
Mitch Lieberman
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Part I - Customer Service Using Social
Part II - Contact Center of the Future
Part III - A bit about Sword Ciboodle
Agenda
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Part I - Social Customer Service
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Old School
New Normal
The New Shiny Stuff
What more could we possibly add…
Framing the Conversation
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Who is doing it?
What are they doing?
Why are they doing it?
How long have they been doing it?
Customer Service Using Social
Many Questions…
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Conducted jointly between Sword Ciboodle and thinkJar,
Produced and hosted on an online site (Survey Monkey),
Panelists asked to self-qualify as practitioners of Customer Service.
The total number of responses was 399, of which 376 were
analyzed and found to be complete and sufficient to be included in
this report.
Recruitment via a traditional email solicitation, via social channels
(Twitter and Facebook appeals),
Respondents came from all over the world, but mostly from USA
(60%) and UK (30%).
The Study
A Sneak Peak
Decisions to add Social Channels are based on limited data available and responding to both competitive forces as well as customer demands; the justification for deployment is sought from analysts’ reports and firms.
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Adding any new channel is always a complex endeavor for customer service. Justifying social channels, is comparable to justifying email for customer service in the past ten years – you can ignore it for a while, but you will do it.
The Use of Social Channels in customer service is merely beginning to be documented and reported. In spite of very famous early customer service is no closer to understand what social can do for it than it did for electronic channels in the early days of the internet.
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Some Data
Standard Channels
Social Channels
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Some (more) Data
Primary Benefit
How Long
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Some Interesting Differences
Social Channels (UK)
Social Channels (US)
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Part II – Contact Center of the Future
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EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
Past
Future
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PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
Past
Future
Call Center Worker
Knowledge Worker
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PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
Past
Future
Call Center Worker
Linear, Static, Clumsy
Knowledge Worker
Dynamic, Adaptive, Coordinated
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PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
Past
Future
Call Center Worker
Linear, Static, Clumsy
Dual Channel
Knowledge Worker
Dynamic, Adaptive, Coordinated
Multi-Channel and Cross-Channel
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PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
Past
Future
Call Center Worker
Linear, Static, Clumsy
Dual Channel
Value Extraction
Knowledge Worker
Dynamic, Adaptive, Coordinated
Multi-Channel and Cross-Channel
Value Co-Creation
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PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
Past
Future
Call Center Worker
Linear, Static, Clumsy
Dual Channel
Value Extraction
Acronyms
Knowledge Worker
Dynamic, Adaptive, Coordinated
Multi-Channel and Cross-Channel
Value Co-Creation
Experience
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PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
Past
Future
Call Center Worker
Linear, Static, Clumsy
Dual Channel
Value Extraction
Acronyms
Reactive and Controlling
Knowledge Worker
Dynamic, Adaptive, Coordinated
Multi-Channel and Cross-Channel
Value Co-Creation
Experience
Proactive and Collaborative
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PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
Past
Future
Call Center Worker
Linear, Static, Clumsy
Dual Channel
Value Extraction
Acronyms
Reactive and Controlling
Knowledge Worker
Dynamic, Adaptive, Coordinated
Multi-Channel and Cross-Channel
Value Co-Creation
Experience
Proactive and Collaborative
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Part III – A Bit About Ciboodle
The Customer Engagement
Continuum
– Part Vision
– Part Mission
It is how we think about your customers
Tactical Need
System One
TransactionSystems
ClaimsSystems
Legacy Data
Execution
From Vision to Tactics
IBM Insurance Industry
Framework
Core Insurance Transformation
Process Management
Improvements
Customer Care
and Insights Remove
BarriersStrategy
Customer Service
Excellence
Drive Positive
Experience
MarketingCustomerSatisfaction
Customer Retention
Objectives
and Goals
Mission
Greater Flexibility in
MarketImprove Quality of
Service
Expand and Grow
IncreaseEfficiency
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Thank YouM
itch
Lieb
erm
an @
mja
ylie
bs
Design By: Keri McKay
