The Impact of Social Media Integration in the

Asia-Pacific Contact Center Industry

Will the “Call Center” be replaced by the “Full-Media Center” soon?

Shuishan Lu Industry Analyst, ICT

Frost & Sullivan

13 August 2014

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Shuishan specializes in emerging ICT trends, technologies, businesses trends and market

analysis. His expertise lies in vendor and channel ecosystem analysis, developed through

various market research assignments. His writing skills include market analysis reports and

market insights. He has a strong understanding of Unified Communication and consulting in

enterprise telephony, contact center applications, conferencing, mobility and UC services

markets.

Shuishan Lu, Industry Analyst

Frost & Sullivan

Today’s Presenter

Agenda

Key Trends in the Asia Pacific Contact Center Market

Market Transitions and Social Media Framework

The Impact of Social Media on Customer Care

Recurring Challenges faced by Organizations

Key Takeaways

3

Asia Pacific Contact Center Market, 2013

44.0%

1.3% 14.3%

2.1%

36.2%

1.2% 0.9%

Seats Distribution by Verticals, Asia Pacific, 2013

Banking & Finance

Government &Education

Outsourcing

Retail & Utilities

Telecom & IT

Travel & Hospitality

Other

19.2%

42.1%

38.6%

Market Size by Horizontals, Asia Pacific, 2013

Small (Less than50 seats)

Medium (51 to200 seats)

Large (More than200 seats)

• Contact centers are moving to the “Omni-Channel Interaction” model to provide seamless customer

experience from one channel to another.

• Consumers’ behaviors to interact with the contact centers are influencing how they operate.

• The growth of contact center agents has been slowed down in both matured and developing markets.

4

Source: Frost and Sullivan

The Hype of Social Media

• Customers are sharing experiences

online

• Social Media gives organizations

the ability to listen to customers,

even when they are not calling into

contact centers

• Social Media can have an

enormous impact on business and

is central to any customer

engagement strategy.

• Not only a service channel but also

a sales channel

5

The Social Media Framework

6

Source: Frost and Sullivan

Forums where virtual communities for customers are supported

Listening platforms (tools that are used for social media monitoring, analysis, and engagement)

Applications that process inbound and outbound messages through social media sites

Most companies are still at Stage 1 and Stage 2 of their

Social Media strategy development

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Phase IListen and Monitor

Phase IISocial Media as a Marketing Platform

Phase IIICompanies interact with customers

through Social Media

Phase IVSocial Media as a Customer

Communication Channel

• Social media becomes an established contact channel, to the extent of replacing websites

and contact centres• Advanced customer

behavior analytics• Well developed

monetising strategies

• Central to a company’s marketing and customer strategy

• Companies leverage data gathered through previous phases and use analytic tools to build real time picture of the brand

• Engage directly with customers; sites such as Facebook becomes first point of contact for customers

• Companies target messages to suit audience and use Facebook or Twitter for product promotion and deals

• Limited customer interaction

• Initial stage of adoption where companies begin to track what customers are saying about the brand.

• Little or no interaction with customers

Maturity of Strategy Over Time

Pene

trat

ion/

Exte

nt o

f Ado

ptio

n

Current stage of adoption for most companies – moving from Phase I

to Phase II

Source: Frost and Sullivan

Impact #1: Multi-Channel to Omni-Channel Interaction

Source: Frost and Sullivan

8

SMS

Video

VoIP

Social Media

Web Chat

/ Instant

Message

E-mail Voice

Mobility

• Omni-Channel integrates those

channels which exist in silos to

provide a consistent customer

experience.

• Customers can start an activity

in one channel, and seamlessly

transition to another channel.

Impact #2: “Cost Center” to “Profit Center”

Source: Frost and Sullivan

9

• “Cost-Driven” contact centers: maximizing the operation efficiency using the

most cost-effective manner.

• Social media integration + mobility: contact centers are transforming to a

completed sales channel

• Social media on mobile: huge opportunities to reach out massive customers

Push notifications being time-sensitive and location-based are sent to the

targeted smart phone users.

Completed sales channel on mobile social media platform:

• Marketing & Promotion

• Pre-Sales Enquiry

• Payment

• Post-Sales Service

WeChat Accelerates the Transition

Push Notifications Pre & Post – Sales Mobile Payment

10

Source: Frost and Sullivan

Early Adopters of Social Media into Customer Care

Source: Frost and Sullivan

11

E-Commerce Travel &

Hospitality Utilities

eBay, Amazon, Taobao Ctrip, eLong, Qunar Easy Taxi, GrabTaxi

The Challenges of Contact Center in the era of Social

Media

Source: Frost and Sullivan

12

• Lack of Skilled Agents with the right ability

• Justify ROI and Measure Performance

• The Complexity of Compliance and Provision

• Increasing Social Media Platforms

• Value Proposition in Outsourced CC

10 Best Practice of Social Media Enhancements

Engagement

• Personalize

• Carefully listen

• Proactive interaction

• Collect and Share customer feedback

Platform

• Regularly update the contents

• Alternative contact channel

• Customer-to-Customer interaction

Marketing

• Spotlight the customers

• Special offers

• New purchase channel

13

Source: Frost and Sullivan

Frost & Sullivan’s Strategy for Good Customer

Engagement through Social Media:

1. Clear objective: to disseminate information and offer proactive or reactive

customer contact.

2. Identify a social channel (Social media sites, company’s website, online

forums etc.)

3. Define a clear-cut engagement procedure

4. Actively participate in conversations by listening, screening, and engaging.

5. Measure the influence of the channel and monitor its impact on the

objective.

14

Source: Frost and Sullivan

Next Steps

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Q&A Session

18

Thank You

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