1. Los Nuevos Canales de contacto con el
cliente están cambiando
Anatomía del Servicio a Cliente vía Medios
Sociales
Mayo 18, 2011
Valentin Valle
Director Comercial RTM
Mexico y Vecca

2. Today’s Dialogue
 Introductions
 Importance of a Social Media Strategy
 Social Media Research Trends
 Intelligent Social Interactions
 Q&A
© 2011 Convergys Corporation. All rights reserved. 2

3. Proven Experience
two billion
over
35
customer interactions annually languages
providing
services in
58,000
agents
more than
92 contact, service
and data centers
30
more than worldwide
years delivering customer
management, billing, and
human resource solutions
3
© 2011 Convergys Corporation. All rights reserved.

4. IMPORTANCE OF A SOCIAL MEDIA STRATEGY
© 2011 Convergys Corporation. All rights reserved. 4

5. A Social Media Strategy
The new Battleground in
the World of Competition
© 2011 Convergys Corporation. All rights reserved. 5

6. Why Social?
People are Talking… Social Media Factoids…
“Social media must be strongly funded and involves more 500+ million 200+ million
than simply having a Web or social media presence. Active Users Active Mobile Users
on Facebook of Facebook
Whatever business you are in, your organization is
being discussed in social media and you must
Average Facebook User has
be part of that conversation.” – Gartner CEO
Advisory: Six Consumer Led Trends That Could Reshape Your 130 Friends
Business in 2011 – Dec. 2010
106+ million 55+ million
“Managers may hesitate to engage with media that any Accounts on Twitter;
Tweets per Day
middle-school student can access. But if you fail to Grows by 300K each day
adapt to and use your adversaries’ best
tactics, you cede the field of battle.” – Leslie 2.2 million
Gaines-Ross, Harvard Business Review – Dec. 2010 Tweets per day are product
recommendations/complaints
“If a company, or even its chief executive, doesn’t have a 200+ million 2.5+ million
Registered Users Facebook Developers
presence on social networks today, that company
on MySpace and Partners
risks not being in the conversation at all. Over
time, I believe that can be fatal to a business.” – Brian J.
Dunn, CEO – Best Buy – Dec. 2010 Average Blog has
250 Readers
© 2011 Convergys Corporation. All rights reserved. 6

7. Social Listening Areas of Impact
Complaints Compliments
Problems Influencers
Missteps Competition Advocates
Corrections/Fixes Noise Filtering
Brand Association/Perception
Campaign Impact Sales Impact
© 2011 Convergys Corporation. All rights reserved. 7

8. Social Media Metrics-that-Matter
Communication Awareness Cost Savings Sales
• Posts • Free-range • Issue Resolution • Speed of Sales
(frequency/followers) Marketing Time Cycle
• Threads • Brand • % of Issues • Number / % of
• Tags (loyalty / affinity)
Resolved Online Repeat
• Votes • Net Promoter
• New Product Customers
• Comments Score (NPS)
Ideas • % Customer
• Ideas • Influencer Score
• Adoption Rates Retention
• Referrals • Media
• Transaction Value
Placements
• Referrals
• Share of
• Net New Leads
Conversation
• Cost per Lead
• Sentiment of
• Conversion Rates
Posts
© 2011 Convergys Corporation. All rights reserved. 8

9. Social Media ROI Focus Areas
Engagement Awareness Cost Savings Revenue
• Members • Brand Loyalty / • Issue Resolution • Customer
Affinity Retention %
Time
• Posts / Threads • Share of • Referrals
Conversation • Hiring Recruiting
• Net New Leads
• Comments / Ideas
• Sentiment of
Posts • Training Costs • Conversions from
• Tags / Votes / Community
• Net Promoter
Bookmarks • Call Deflection
Score • Transaction
Values
• Post Frequency / • Interaction with • Product / Service
Density content Adoption Rate
© 2011 Convergys Corporation. All rights reserved. 9

10. SOCIAL MEDIA RESEARCH TRENDS
Customer Contact Channels Shifting
© 2011 Convergys Corporation. All rights reserved. 10

11. More Customers Are Broadcasting Bad Experiences via
Social Media and Damaging Company Reputations
80
2010
%
of customers that had a bad experience
told friends or colleagues
92%
Conversation
98 %
E-mail
18 %
Social
Media
12 %
Source: 2010 Convergys Scorecard Series Research
7 % Texting
© 2011 Convergys Corporation. All rights reserved. 11

12. Customers Are Increasingly Looking to Interact Using New
Channels – Companies Must Respond
Currently using for customer service Likely to use if reliable
42% 54%
TXT 17% 22%
30% 40%
have used or are likely to
use texting
37% 47%
SM 16% 20%
26% 35%
have used or are likely to
use social media
27% 44%
APP 6% 13%
17% 27%
Millennials (under 35)
have used or are likely to
use smart phone apps
Generation X (35-44)
Source: 2010 Convergys Scorecard Series Research Baby Boomers (45-64)
© 2011 Convergys Corporation. All rights reserved. 12

13. Social Media: Five Times the Impact of Word of Mouth
Social Media 1 Bad Experience posted via Socialread
of consumers recently
Multiplier = 45x 14 % about a bad experience on a
Media =
social media website
The average post is read by
approximately 45 people.
Impact of Hearing
About A Bad Experience
52%
37% of customers who heard about a
bad experience on social media
intentionally stopped doing
business with or avoided doing
10% business with the offending
company.
Avoided Doing Did Nothing Stopped Doing
Business With Business With
That Company That Company Source: Convergys Media Roundtable, December 2009 and
Convergys Scorecard Series Research 2010
© 2011 Convergys Corporation. All rights reserved. 13

14. Social Media Interactions Increasing > 18x
How Customers Currently Projection in 2015
Interact With Companies
Phone System
< 1% Text Messaging
5%
& Social Media (0.27%)
42%
Live Phone
Support
53% 32% E-mail
Live Phone
Qty
Support 35%
22%
In-person
15%
In-person
Source: 2010 Convergys Scorecard Series Research Convergys projections and analysis
© 2011 Convergys Corporation. All rights reserved. 14

15. INTELLIGENT SOCIAL INTERACTIONS
© 2011 Convergys Corporation. All rights reserved. 15

16. Social Media Support Ecosystem
Controlled Community Tools
(Private) CRM & Work
Distribution Platforms
Web 2.0 Media Properties
Social Work Teams
(Public)
Listening Tools
© 2011 Convergys Corporation. All rights reserved. 16

17. The Power of Intelligent Social Interactions
LISTEN DECIDE ENGAGE
Sentiment
Social Activity
Community Advocate
Influence
Controlled Environment
Service History
Lifetime Value
Geography
Social Advocate
Contributing to Social Conversation
Purchases
Business Rules
Lets Agents Treat Social Media as Just Another Interaction Channel
© 2011 Convergys Corporation. All rights reserved. 17

18. Add Value to Social Media Channels
Social Policy
Business Analyst
Social Decisioning Cloud
Noise Social Decisioning
Filter Policy Management
Raw Interaction
Events IN
DMZ
Actionable Interaction
Events OUT
Social Decisioning
Cluster
Social Decisioning Enables
• Prioritized Engagement
Social Listener Social Engagement Console
• Enhanced Routing
• Spam Filtering
• Agent Recommended Actions
Response and Dialogue Agent Agent
© 2011 Convergys Corporation. All rights reserved. 18

19. Intelligent Social Interactions
Reduce Noise, Focus Resources, Save Time, Energy and Money
Social Policy
Business Analyst
Convergys Social Decisioning Cloud
Noise Social Decisioning
Filter Policy Management
30,000
DMZ
14,000 Directed
16,000 Spam/Noise
Social Decisioning
Cluster
Social Listener 4,000 3,000 7,000
Response and Dialogue Brand High PRI Category-XYZ
© 2011 Convergys Corporation. All rights reserved. 19

20. Social Interaction Use Case – Network Outage
Assisted
Posts and rants about a • Categorization
Network outage in major • High Priority
Metropolitan area • Open Trouble Tik
Actionable Listening | Real-time Clustering
Natural Language Processing | KPI Alerts
Proactive
Self-Service
1. Intelligent Routing to Tier 2 Engineer
2. Prioritized Queue
© 2011 Convergys Corporation. All rights reserved.
20

21. Social Interaction Use Case – HD Channel Outage
Assisted
Recommended Action(s)
Posts about the SPEED Channel in HD • PR Post
being out getting many negative • Categorization
comments/posts/blog reports • High Priority
Actionable Listening | Real-time Clustering • Open Trouble Tik
Natural Language Processing | KPI Alerts
Proactive
Self-Service
1. Intelligent Routing to PR and Tier II
2. Prioritized Queue & Work Flow
3. Threshold Alert Triggered
© 2011 Convergys Corporation. All rights reserved.
21

22. Social Interaction Use Case – New Menu Item
Assisted
Recommended Action(s)
Posts about portion size on new menu
item getting many negative • PR Post
comments/posts/blog reports • Lower Menu Price
• Categorization
Actionable Listening | Real-time Clustering • High Priority
Natural Language Processing | KPI Alerts
Proactive
Self-Service
1. Intelligent Routing to PR & Marketing
2. Prioritized Queues & Work Flows
© 2011 Convergys Corporation. All rights reserved.
22

23. Social Interaction Use Case – Online Banking Service Outage
Assisted
Recommended Action(s)
Posts about online banking system web
site being down begins getting many • PR Post (MTTR)
negative comments/posts/blog reports • Categorization
• High Priority
Actionable Listening | Real-time Clustering
Natural Language Processing | KPI Alerts
Proactive
Self-Service
1. Intelligent Routing to PR & Marketing
2. Prioritized Queues & Work Flows
© 2011 Convergys Corporation. All rights reserved.
23

24. Social Decisioning: World’s #1 Computer Provider
Client Objective
Enable automated prioritization and noise filtering to handle
growing volume of social interactions more efficiently with ROI
existing resources
 Improve Noise Filtering
 Enable early warning detection
4:1 Ratio
 Meet SLAs on forum replies
Real-time return of $4
for every $1 spent
Convergys Solution
Convergys cloud-based Social Decisioning Solution
 Enhanced Listening
 Influencer Identification
 Prioritization of Posts “The buzz in social media was
 Enhanced Sentiment Analysis creating a level of anticipation
 Intelligent Engagements
that was actually extending the
buying cycle and driving
Results demand for our new product.”
Enabling Ability to Leverage the Social Media Channel
Supervisor, Global Operations,
 77% increase in posts reviewed each week Community Team
 65% of agent engagements classified High Priority based on Business Rules
 51% of workload being filtered out as noise
 32% increase in average number of posts worked per agent per week
 20% more posts outreached with 20% fewer resources
© 2011 Convergys Corporation. All rights reserved. 24

25. Questions?
valentin.hernandez@convergys.com
Follow Convergys online!