social customer service, contact center of the future
DESCRIPTION
Part 1 - Social Customer Service Customer Service using Social Media is a nascent discipline, ready to take off if you have the patience, support and clear objectives. A recent survey, conducted with ThinkJar Research, of 400 practitioners, revealed interesting and valuable data regarding Social Customer Service. The responses validated some long held theories as well as exposed some unexpected results. Additionally, the channel where questions are asked does bias the results, and caution is advised to organizations regarding data gathering techniques. The results expose differences in usage, as well as maturity between organizations based on size, industry and geography. Analysis and an understanding of the data will help to guide organizations in their approach to their own Social Customer Service initiatives. Areas such as organizational readiness, integration of data and process are examined and discussed. Also, the proper balance between Social Customer Service and more ‘traditional’ Channels is an important part of the conversation and is addressed. High level qualitative conclusions: • US and UK are a little bit different in the choice of specific Network choice • Financial Service Providers prefer Branded Closed Communities • The UK had a slow start, but is picking up the pace • Web self-service is not as mature and broadly used as expected • Social Customer Service is not about revenue, it is about customer satisfaction • By a ratio of 2:1 social processes are less defined than for standard channels • Organizational size impacts the usage of specific channels, it is not linear • Not everyone thinks Social Customer Service is a good idea • The channel where you ask questions is important, it can alter the data and decisions are based on data Part 2 - Ciboodle is a Business Process and Customer Engagement Platform. The purpose is to support the customer driven enterprise, through the Contact Center. From Customer Centric to Customer Experience and Customer Journeys the simple premise is to always make the customer is the center of everything you do. Some of you have probably written about it, many of you have read it, it is easier said than done it is hard work.. As technology evolves, so does the process by which your customer uses technology to get her job done. How does the enterprise keep pace? In the the next few minutes, I will explore, but only scratch the surface regarding what I believe to be some of the core tenets of customer service and the contact center and how these are going to evolve to keep pace. A Process is a series of actions designed with a specific outcome in mind. Coordination is the organization of the different elements of a process across departments, timezones and the whole ecosystem frankly.. There are many important actors where coordination is required; other knowledge workers, the customer, back office and partners.TRANSCRIPT
1
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
3
Part I - Social Customer Service
4
Old School
New Normal
The New Shiny Stuff
What more could we possibly add…
Framing the Conversation
5
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…
6
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.
123
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
9
Some (more) Data
Primary Benefit
How Long
10
Some Interesting Differences
Social Channels (UK)
Social Channels (US)
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Part II – Contact Center of the Future
12
EV
OLU
TIO
N O
F TH
EC
ON
TA
CT
CEN
TER
PEOPLE
PROCESS
TECHNOLOGY
GOVERNANCE
METRICS
APPROACH
Past
Future
13
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
15
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
16
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
17
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
18
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
19
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
20
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