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Using the social web to re-define 
service delivery 
November 2014
Why the social web & service delivery? 
For those organizations which link the social web to their service delivery data 
and systems, the benefits in improvements to service delivery efficiency, 
accountability and customer satisfaction are there for the taking.
Why the social web & service delivery? 
Making this connection is the essential first step to extract more value from the 
social web in the provision of services, and create powerful, real-time feedback 
systems.
Why the social web & service delivery? 
The new focus needs to be on how to use the real-time intelligence available 
from the social web effectively, quickly and systematically to improve and grow 
services and improve the efficiency with which they are delivered.
Knowing customers’ needs through the 
social web 
Two discrete worlds need to be brought together:
Knowing customers’ needs through the 
social web 
Two discrete worlds need to be brought together: 
Social 
Customer web 
Service 
delivery
Knowing customers’ needs through the 
social web 
Two discrete worlds need to be brought together: 
Customer 
The technology now exists to make this a reality. 
Service 
delivery 
Social 
web
Knowing customers’ needs through the 
social web 
Without this, the quality of insights devolves to meaningless, tactical “noise” 
measurements.
Knowing customers’ needs through the 
social web 
The key is in knowing where to deploy valuable resources to maximize returns, 
so that the value of being able to react almost instantly to signals received from 
customers is magnified and accelerated.
Knowing customers’ needs through the 
social web 
Organizations can now systematically plug the “instant insights” of the social 
web into their existing service planning and fulfilment worlds, 
to create a single view of that often-elusive bigger customer picture, 
and then to take the right action more quickly, in a more directed fashion.
Connecting the social web to 
organizations 
In a world in which customers are connected through social media to 
organizations, 
the delivery of services becomes more efficient, effective and faster.
Connecting the social web to 
organizations 
In a world in which customers are connected through social media to 
organizations, 
the delivery of services becomes more efficient, effective and faster. 
At the heart of this is the new ability to personalize individual experiences, 
to make them relevant and timely, 
and do so in a way that can be scaled.
Connecting the social web to 
organizations 
If these insights plug into existing data, connecting into this integrated view are 
details that can include: 
• the capture and understanding of individual needs
Connecting the social web to 
organizations 
If these insights plug into existing data, connecting into this integrated view are 
details that can include: 
• the capture and understanding of individual needs 
• service delivery
Connecting the social web to 
organizations 
If these insights plug into existing data, connecting into this integrated view are 
details that can include: 
• the capture and understanding of individual needs 
• service delivery 
• awareness of customer sentiment
Connecting the social web to 
organizations 
If these insights plug into existing data, connecting into this integrated view are 
details that can include: 
• the capture and understanding of individual needs 
• service delivery 
• awareness of customer sentiment 
• new service lead indicators
Connecting the social web to 
organizations 
If these insights plug into existing data, connecting into this integrated view are 
details that can include: 
• the capture and understanding of individual needs 
• service delivery 
• awareness of customer sentiment 
• new service lead indicators 
• the opportunity to create and deliver new services
Think of social media 
as providing the input 
triggers (insights or 
reactions)… 
…and existing data 
as providing the 
best output triggers 
to act on that insight
Think of social media 
as providing the input 
triggers (insights or 
reactions)… 
…and existing data 
as providing the 
best output triggers 
to act on that insight 
whether that be an instant service call,
Think of social media 
as providing the input 
triggers (insights or 
reactions)… 
…and existing data 
as providing the 
best output triggers 
to act on that insight 
whether that be an instant service call, more effective scheduling of services,
Think of social media 
as providing the input 
triggers (insights or 
reactions)… 
…and existing data 
as providing the 
best output triggers 
to act on that insight 
whether that be an instant service call, more effective scheduling of services, 
the pursuit of overdue payments,
Think of social media 
as providing the input 
triggers (insights or 
reactions)… 
…and existing data 
as providing the 
best output triggers 
to act on that insight 
whether that be an instant service call, more effective scheduling of services, 
the pursuit of overdue payments, or the gathering of customer sentiment for 
use in new product or service development.
Making connections 
The first step is to connect databases with the comments taking place across 
the social web.
Making connections 
The first step is to connect databases with the comments taking place across 
the social web. 
Next comes the start of the interpretation of these conversations, with a 
systematic profiling of these individuals from the information they have chosen 
to place into social media.
Making connections 
The first step is to connect databases with the comments taking place across 
the social web. 
Next comes the start of the interpretation of these conversations, with a 
systematic profiling of these individuals from the information they have chosen 
to place into social media. 
The result is a new set of data, now enriched with profiles loaded with relevant 
triggers and insights.
Transforming understanding 
The result is a transformation of the data.
Transforming understanding 
Organizations can understand better those key events in customers’ lives that 
provide early signals about customers’ particular situations.
Transforming understanding 
Organizations can understand better those key events in customers’ lives that 
provide early signals about customers’ particular situations. 
The level of detail reflects the information posted into the social web by the 
individual.
Transforming understanding 
Organizations can understand better those key events in customers’ lives that 
provide early signals about customers’ particular situations. 
The level of detail reflects the information posted into the social web by the 
individual. 
It’s a rich data set that, when plugged into existing data, allows decisions to be 
made about how best to connect customers to the right services at the right 
time through the right channel.
Transforming understanding 
Organizations no longer have to rely on historical data to make decisions about 
the future.
Transforming understanding 
Organizations no longer have to rely on historical data to make decisions about 
the future. 
They now have valuable real-time data that strengthen the quality and depth of 
their understanding of customers.
Being closer to customers means 
improved service delivery performance 
Connecting existing data to the social web closes and tightens the integrated 
services loop, and triggers an improvement in service delivery at every level.
Being closer to customers means 
improved service delivery performance 
The result is context, meaning and insight. Organizations can more easily 
identify the right people to talk to, leading to improvements in service delivery 
and better management of costs.
Being closer to customers means 
improved service delivery performance 
By finding and understanding the right people, organizations can offer a better, 
more interesting and personalized experience to the right people, and increase 
these numbers.
Being closer to customers means 
improved service delivery performance 
They can provide services with a clear difference to the right people at the right 
moment.
Being closer to customers means 
improved service delivery performance 
They can provide services with a clear difference to the right people at the right 
moment. 
They can identify which individuals are at risk, and take appropriate action.
Being closer to customers means 
improved service delivery performance 
They can provide services with a clear difference to the right people at the right 
moment. 
They can identify which individuals are at risk, and take appropriate action. 
They can discover which individuals influence others, work to engage them as 
ambassadors, and find other influential people who can do the same thing.
Being closer to customers means 
improved service delivery performance 
By connecting content, people and services in the social web, and connecting 
all these to existing internal systems and processes, 
organizations can close the gap between themselves and the customers they 
serve, 
and drive real measurable value from the social web.
Go to http://bit.ly/1oOulBd for a copy of this paper.
Using the social web to re-define the quality, efficiency and speed of delivery of services, november 2014

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Using the social web to re-define the quality, efficiency and speed of delivery of services, november 2014

  • 1. Using the social web to re-define service delivery November 2014
  • 2. Why the social web & service delivery? For those organizations which link the social web to their service delivery data and systems, the benefits in improvements to service delivery efficiency, accountability and customer satisfaction are there for the taking.
  • 3. Why the social web & service delivery? Making this connection is the essential first step to extract more value from the social web in the provision of services, and create powerful, real-time feedback systems.
  • 4. Why the social web & service delivery? The new focus needs to be on how to use the real-time intelligence available from the social web effectively, quickly and systematically to improve and grow services and improve the efficiency with which they are delivered.
  • 5. Knowing customers’ needs through the social web Two discrete worlds need to be brought together:
  • 6. Knowing customers’ needs through the social web Two discrete worlds need to be brought together: Social Customer web Service delivery
  • 7. Knowing customers’ needs through the social web Two discrete worlds need to be brought together: Customer The technology now exists to make this a reality. Service delivery Social web
  • 8. Knowing customers’ needs through the social web Without this, the quality of insights devolves to meaningless, tactical “noise” measurements.
  • 9. Knowing customers’ needs through the social web The key is in knowing where to deploy valuable resources to maximize returns, so that the value of being able to react almost instantly to signals received from customers is magnified and accelerated.
  • 10. Knowing customers’ needs through the social web Organizations can now systematically plug the “instant insights” of the social web into their existing service planning and fulfilment worlds, to create a single view of that often-elusive bigger customer picture, and then to take the right action more quickly, in a more directed fashion.
  • 11. Connecting the social web to organizations In a world in which customers are connected through social media to organizations, the delivery of services becomes more efficient, effective and faster.
  • 12. Connecting the social web to organizations In a world in which customers are connected through social media to organizations, the delivery of services becomes more efficient, effective and faster. At the heart of this is the new ability to personalize individual experiences, to make them relevant and timely, and do so in a way that can be scaled.
  • 13. Connecting the social web to organizations If these insights plug into existing data, connecting into this integrated view are details that can include: • the capture and understanding of individual needs
  • 14. Connecting the social web to organizations If these insights plug into existing data, connecting into this integrated view are details that can include: • the capture and understanding of individual needs • service delivery
  • 15. Connecting the social web to organizations If these insights plug into existing data, connecting into this integrated view are details that can include: • the capture and understanding of individual needs • service delivery • awareness of customer sentiment
  • 16. Connecting the social web to organizations If these insights plug into existing data, connecting into this integrated view are details that can include: • the capture and understanding of individual needs • service delivery • awareness of customer sentiment • new service lead indicators
  • 17. Connecting the social web to organizations If these insights plug into existing data, connecting into this integrated view are details that can include: • the capture and understanding of individual needs • service delivery • awareness of customer sentiment • new service lead indicators • the opportunity to create and deliver new services
  • 18. Think of social media as providing the input triggers (insights or reactions)… …and existing data as providing the best output triggers to act on that insight
  • 19. Think of social media as providing the input triggers (insights or reactions)… …and existing data as providing the best output triggers to act on that insight whether that be an instant service call,
  • 20. Think of social media as providing the input triggers (insights or reactions)… …and existing data as providing the best output triggers to act on that insight whether that be an instant service call, more effective scheduling of services,
  • 21. Think of social media as providing the input triggers (insights or reactions)… …and existing data as providing the best output triggers to act on that insight whether that be an instant service call, more effective scheduling of services, the pursuit of overdue payments,
  • 22. Think of social media as providing the input triggers (insights or reactions)… …and existing data as providing the best output triggers to act on that insight whether that be an instant service call, more effective scheduling of services, the pursuit of overdue payments, or the gathering of customer sentiment for use in new product or service development.
  • 23. Making connections The first step is to connect databases with the comments taking place across the social web.
  • 24. Making connections The first step is to connect databases with the comments taking place across the social web. Next comes the start of the interpretation of these conversations, with a systematic profiling of these individuals from the information they have chosen to place into social media.
  • 25. Making connections The first step is to connect databases with the comments taking place across the social web. Next comes the start of the interpretation of these conversations, with a systematic profiling of these individuals from the information they have chosen to place into social media. The result is a new set of data, now enriched with profiles loaded with relevant triggers and insights.
  • 26. Transforming understanding The result is a transformation of the data.
  • 27. Transforming understanding Organizations can understand better those key events in customers’ lives that provide early signals about customers’ particular situations.
  • 28. Transforming understanding Organizations can understand better those key events in customers’ lives that provide early signals about customers’ particular situations. The level of detail reflects the information posted into the social web by the individual.
  • 29. Transforming understanding Organizations can understand better those key events in customers’ lives that provide early signals about customers’ particular situations. The level of detail reflects the information posted into the social web by the individual. It’s a rich data set that, when plugged into existing data, allows decisions to be made about how best to connect customers to the right services at the right time through the right channel.
  • 30. Transforming understanding Organizations no longer have to rely on historical data to make decisions about the future.
  • 31. Transforming understanding Organizations no longer have to rely on historical data to make decisions about the future. They now have valuable real-time data that strengthen the quality and depth of their understanding of customers.
  • 32. Being closer to customers means improved service delivery performance Connecting existing data to the social web closes and tightens the integrated services loop, and triggers an improvement in service delivery at every level.
  • 33. Being closer to customers means improved service delivery performance The result is context, meaning and insight. Organizations can more easily identify the right people to talk to, leading to improvements in service delivery and better management of costs.
  • 34. Being closer to customers means improved service delivery performance By finding and understanding the right people, organizations can offer a better, more interesting and personalized experience to the right people, and increase these numbers.
  • 35. Being closer to customers means improved service delivery performance They can provide services with a clear difference to the right people at the right moment.
  • 36. Being closer to customers means improved service delivery performance They can provide services with a clear difference to the right people at the right moment. They can identify which individuals are at risk, and take appropriate action.
  • 37. Being closer to customers means improved service delivery performance They can provide services with a clear difference to the right people at the right moment. They can identify which individuals are at risk, and take appropriate action. They can discover which individuals influence others, work to engage them as ambassadors, and find other influential people who can do the same thing.
  • 38. Being closer to customers means improved service delivery performance By connecting content, people and services in the social web, and connecting all these to existing internal systems and processes, organizations can close the gap between themselves and the customers they serve, and drive real measurable value from the social web.
  • 39. Go to http://bit.ly/1oOulBd for a copy of this paper.