This document discusses planning and delivering effective social customer service. It notes that social media has changed customer service by allowing customers to discuss brands across the internet rather than just through official company channels. It emphasizes the importance of listening to customers, being responsive, having high quality interactions, integrating customer service across departments and channels, and using social media to understand customer journeys. It also discusses the need for change champions, skilled agents, and cross-channel infrastructure to deliver social customer service excellence.

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2. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Social Customer
Service

3. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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THE
CATALYST

4. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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THE
PROBLEM

5. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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THE
REWARD

6. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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• Engagement &
Trust catalyst
• Accelerated
learning
• Small can look big.
Big can look small
• Globalises brands
cheaply
• Social + cloud =
ubiquitous access
• Exposes opaque
behaviour
• Viral carries both
good & bad news
• Stresses existing
organisational
norms
• Puts brands who
don’t get it onto a
dangerous
downward spiral

7. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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The State Of
Social Customer
Service

8. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Overview

9. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Responsiveness:
Very Responsive 60%
Responsive 20-59.9%
Somewhat Responsive 5.01-19.9%
Not Very Responsive 0.01-5%
Unresponsive 0%
Response speed:
Very Fast Under 30 Minutes
Fast Under 1 hour
Average Under 4 hours
Below Average Under 24 hours
Slow Over 24 hours
How Good Are The Best?

10. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Needs Strong
Change Champions

11. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Source: Amex’s Global Customer Service Barometer 2012
Haven’t used
social customer service
Have used
social customer service
Social=Greater Consequences

12. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Stakes Are Now Raised

13. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Upside

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Downside
Source:RichardHughes,ProductStrategyDirectorofBroadvision

15. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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A Need For ‘One Agenda’

16. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Cross Functional Integration
Dr. Rebecca Harris
leads the Social
Media Center of
Expertise at
General Motors in
Detroit
Impact
Fostering collaboration & greater brand impact
Benefits
Cross functional response time
From 24 hrs to 1.5 hrs – Twitter/Facebook
<3hrs enthusiast forums
Social teams from
• Marketing
• Communications
• Customer Care
now co-located at HQ

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Mine Relevant Content
1. Customer Inspired Topics
2. Expectation Management
3. Service Triggered Stories

18. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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Needs Actionable
Listening

19. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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The New Challenge
The key difference in Social Media is that, unlike other
channels, customers can be talking about you on sites across
the internet instead of talking with you directly via channels
you have offered

20. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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personal
blogs
review sites
TripAdvisor etc
self help
forums
online
communities
branded
expert sites
LinkedIn
Google+ Facebook
Twitter
YouTube
Pinterest
Tumblr
Sina Weibo
Social Ecosystem
peer2peer
support
corporate
blogs
ecommerce
reviews
Social
ListeningAbility To Influence
STRONGWEAK

21. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Listening Strategies
1. Track specific brand-
driven mentions
2. Reply to the most
urgent customer service
issues
1. Listen for ‘bigger picture’ themes to
anticipate needs
2. Use social as early warning to brief
mainstream Customer Service
3. Track conversations about
product/service usage, not the brand
4. Listen for more than @xxx e.g. #xxx
5. Track issues and needs of your
competitors’ customers
6. Listen for sales opportunities

22. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Beware Auto-Replies

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Needs A++
People

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• Become the point of resolution
• Convey personal support
• Express competence
• Use active rather than passive language
Needs High Standards

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Same Or Different?

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Same Or Different?

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“How To Build & Run
Social Support Teams”
Criteria

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Criteria

29. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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“How To Build & Run
Social Support Teams”
Criteria

30. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Management Style

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Needs
Cross Channel
Infrastructure

32. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Mapping The Social Journeys

33. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Example Customer Journey

34. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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The Customer Engagement Mix
Source: Data from a major telecom operator that provides customer care through Facebook, Twitter, and a
dedicated customer community. The sample represents 140, 000 customer requests.

35. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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1st Principles
Channels Multiply
They Seldom Die

36. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
Multi-Channel Ecosystem

37. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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86% will be more satisfied if
offered preferred channel

38. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Cross Channel #1
Peer to peer support is great
but only answers 40% of
questions on average
Therefore 60% need
escalating

39. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Cross Channel #2

40. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
Cross Channel #3

41. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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From
Twitter
To
Chat
Same
Advisor

42. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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From Chat
Back To
Twitter
Earn
Word Of Mouth

43. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
©Brainfood Consulting 2013
Cross Channel #4
From
Twitter
Self serve
To
Advisor
via
Click2Call
#tweetserve

44. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Tech Ecosystem

45. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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What Matters?

46. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
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2014 Priorities
Responsiveness
Interaction Quality

47. D e l i v e r i n g E f f e c t i v e S o c i a l C u s t o m e r S e r v i c e
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Thank You!
@martinhw
brainfoodextra.com