the growing pains of social customer service (presentation by martin hill-wilson at the rise of...
DESCRIPTION
Martin Hill-Wilson's slide from our Social Media Week event, The Rise of Social Customer ServiceTRANSCRIPT
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T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
UK Social Accounts
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
eDigitalResearch’s Social Media Benchmark July 2012
Celebs Rule
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Source:Fishburn Hedges & Echo“The Social Media Customer” May 2012Poll of 2,000 UK consumers
UK Brand Interaction
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T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
1. The EvolutionIf you don’t get service right via your traditional channels
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Customers Are Learning
Source: UK Consumer Advice Site
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
2. Service Follows Sales
• 12 of the top 20 Facebook pages (UK Retailers) are
actively selling to followers from the site
• Either directly or by pushing users back to product pages
on websiteseDigitalResearch’s Social Media Benchmark July 2012
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
3. They Breathe It
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T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Tweets about the London riots reduced 999 waiting times from 41 seconds to 0 seconds
300,000 customers were reached
54,000 calls are deflected from call centre each month via social media
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Multi-Lingual Help
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Human Chemistry
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
NPS score
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
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T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Fragmented CX
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Integrated CX
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Resourcing Failures
Giff Gaff
8 hr outage
16.3.2012
Eurostar
Train
5.3.2012
Barclays
Online Banking
30.3.2012
Sky
Chelsea v Barca
24.4.2012
Source: EngagementIndex
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Resourcing Strategy
5,000 People Trained
2,000 People Certified By Dell University
2,200 Trained & Mentored To Answer Questions Sent To Twelpforce
150 Trained & On Stand By For Emergencies
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Brand Corrosion
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
“It is impossible for enterprises to create an exceptional social service experience if they provide a sub-par experience via traditional
support channels.“
Paul Greenberg,Author and industry Social CRM expert
The Key Lesson
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T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Reputational Risk
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Reputational Risk
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Approaching the end of the first day, this mass of negative tweets had reached an estimated 1.7 million people.
Reputational Risk
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Reputational Risk
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Reputational Risk
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Even BAU Is Tough!
Source: Brandwatch
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T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Customer Experience
How do social channels need linking with existing channels to unify customer journeys?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Mobility
How Does Mobility Change Social Customer Service Expectations ?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Resourcing
How is a 24x7 global demand resourced if needed?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Culture
Is the more informal style of social interaction at odds with traditional customer service?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Scalability
Will our listening strategy cope with increased volume?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Visibility
Social Media workflow has little legacy integration, 360º views or reporting. What’s the right infrastructure?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Customer Data
Should we be collecting social graph data and social interactions?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Escalation
How can we maintain service levels when managing complex cross functional issues?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Learning
How do we turn the wealth of real time insight being offered into organisational momentum?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
Knowledge
How do we effectively share across all channels?
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
SLAs
Source: Conversocial
T h e G r o w i n g P a i n s O f S o c i a l C u s t o m e r S e r v i c e© Brainfood Consulting Ltd 2011
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