Social Customer Service Lessons Learned

Lessons Learned in Integrating
a Social Customer Service
Andrew Maher
Strategic Consulting
@serviceplease20

#callcenterworld

Presenting Today – Andrew Maher
Andrew Maher is a 20 year veteran of the
customer experience arena. For over 17
years he has been working with Avaya‟s
clients across the globe.
He is an award winning leader in the area of
new media and its role within enterprises and
their interactions with customers. When
consulting with clients Andrew describes
himself as B2B2C focused, his concern is of
his customer‟s customers. As a certified
social media strategist he is addressing the
CxOs of Fortune 100s to develop with them
the needs of this up and coming interaction
channel.
Andrew is based in Frankfurt, Germany.
He can most easily be found on Twitter as
@serviceplease20 where he talks about the
Enterprise 2.0, Customer Service and what a
Social Business really is.

© 2012 Avaya Inc. All rights reserved. 2

The „Social Call“ Integration in relation to…

>100 years

25 years

9y


How is social media used?

Marketing Support
• Broadcasting • Customer Service
• Research
• X-functional
support

HR Sales
• Recruiting • From cold calls
• Talent Dev. • To relationship
selling

Product
Management
• Crowd Sourcing
• Product Launches


HELLO
NEIGHBOR! LESSON # 1
Hello Neighbor!


Gartner recommends
“an organized effort
between the heads of
IT, Customer Service &
Marketing
Marketing”

Contact
Center

IT

Source: Anna Drennan for Conversocial™ - 2012: The Year Social Marketing and Social Customer Service Get Cozy

Tasks appeared during project, surprised most


But confirmed Gartner„s statement


HELLO
What„s holding them back?


#1 Fear – answering the
social call will cause
more anger
#2 Bandwidth – not
enough people to put
to the task

Source: Jay Baer on Convince and Convert - www.convinceandconvert.com


#1 Fear – less than 7% of
comments are truly
negative*
#2 Bandwidth – can be
solved by applying the
right tools

Source: * Social Media Academy, Palo Alto - study of 800 corporations


HELLO
But are you ready?


Companies have no
Social Customer Service
Strategy defined


Steps towards Social Engagement Readiness
Current
Awareness Opportunity: Does State &
engaging in Social Media 2
Customer

1 make sense for my Objectives
company? Where are we going and
how is Social Media going
to help get us there?

Listen Current Landscape:
What is being said? Applicability, competition,
Engage 3 industry, competitive
Who is saying it?
4 Where is it being said? opportunity

What does the information
tell us and how can we
achieve our objectives?
Learn
Plan to handle
5 scale with Integrate
accuracy and
6
integrity
Plug into Customer Care
capabilities and insert
“Social” with the rest of the
Social Media interaction points
Expand
integrated with The operation is now
customer ready for scale. Team is 7
Social Ready and capable
engagement of expansion
process

HELLO
„We„ve got that already“


Understanding the difference

Monitoring
Tools

Social
Media

Social
Community
Integration
Mgt.
Tools


Understanding the difference
 Different tools for differing
Monitoring purposes
Tools – Marketing
– Support
– Servicing
 Must cooporate
Social  Some overlap will exist
Media
 Only one step on the
Community
Social
Avaya
social business map
Integration
Mgt. Integration
Tools


HELLO
So, what„s going to
happen?


Situations we have seen

Marketing not ready Executive decision:
to “let some agents “We must get on
loose on our Facebook”
Facebook page”

Call Center “not
Marketing willing to accept
“overwhelmed” just more work”
with the social
customer


Things to plan for

Agent readiness: Reporting and KPIs:
Will require new what needs to be
skills, tools & measured & how
empowerment

Recovery plan,
Include others recovery plan,
LOBs in recovery plan
improving your
social service


HELLO
How to do it &
Why would I?


Searching for the needle


ROI on Social Media Investments

68% of companies don‟t know or can‟t
? measure if they received ROI!

Some or full
ROI received,
17%

No ROI so far
or no ROI,
15%
Don't know or
unable to
measure, 68%

TSIA 2009 Social Media & Technology Services Survey

also Reduces Contact Center Costs

Social media provides lower cost channels for
customers to resolve their issues

Customer Self-Help Peer Social Media Backbone
issue Collaboration Support Support

Cost $/Answer $$/Answer $$$/Answer $$$$/Answer

Monitor and Moderate Actively Tier 1-3
gather interactions engage with one-on-one
information as needed customers support


Our Approach
Public Cloud Customer Environment
Posts

Comments

Likes
Keyword Language Actionable
facebook.com/GreatBank Driven Sentiment Mentions

#GB

Contact
Managed
Center
Agents
Agent Routing
Social Media Manager

Reporting
Metrics / KPIs
tracking / SLAs


We learned a few things too
Public Cloud Customer Environment
Posts

Comments

Likes
Keyword Language Actionable
facebook.com/GreatBank Driven Sentiment Mentions

#GB

Contact
Managed
Sensitive Center
Agents
Subjects Agent Routing
Social Media Manager

Reporting
Approval ? Metrics / KPIs
tracking / SLAs


Contextual knowledge

@CarXYZ how do I get these wiper
blades off my VW Golf?

Thank you @CustXYZ: Here is a link
Customer to the process or call me @ Agent
18002221212

~~3 weeks pass~~
@CarXYZ thanks for the help before,
but do you know why the top speed on
my wipers might not work?
Thank you @CustXYZ: Might be many
issues, we have some great offers. I
can make you a deal.

I hate my #CarXYZ

Results in Action: Contact Center Integration
Global Retailer  European headquartered, global brick & mortar and online network

Challenge Solution Results

 Social traffic had grown to  Avaya Consulting  Identified 350 to 500
over >10.000 mentions Services engaged items per day needing
daily  Extracted & segmented customer care
 Manually handled by relevant items from  Reduced number of
marketing department Facebook and Twitter items needing marketing
 Needed quicker
channels attention to less than
response times to  Integrated with their 1%
potential issues existing multi-channel
 Technology deployed
solution for consolidated
 How to intelligently poised for future growth
services
include contact center and scale
agents in the social
response process

Results in Action: Outsourcer Enablement
Motiva (MEX)  Outsourcer handling travel, retail, financial, healthcare and more

Challenge Solution Results

 Needed ability to offer an  Avaya Consulting  Assisting travellers
integrated social engaged preparing their during transit receiving
customer experience to sales teams when positive social comments
their outsourcing clients discussing social media
 Growing loyalty within
 Initially for their airline  Designed solution their clients customer
clients they wanted to gathering relevant items base
avoid another “United from Twitter channels
 Gathering immediate
Breaks Guitars”
 Integrated with their feedback on new
 Establish policies for existing Avaya Aura multi- product introduction,
managing any situation channel solution for services as well as
(crisis, public image) consolidated services competitors


HELLO
NEIGHBOR! FUTURE
What„s coming?


Real-time Interaction
 In-channel interaction, moving from public to a private
conversation, chat, call or video to continue the process


Using Location Information


A ‚Social Interactive Response Unit„ ?

Fully automated? Early trials in process
Hey @FlyAir: When„s the next flight to
London?

Customer @CustXYZ: Where are you departing
from?

CustXYZ @FlyAir: I am in Berlin ‚Social IRU„

@CustXYZ: Your next flight with
FlyAIR departs at 1430. The one after
is at 1650. Click here for booking
bit.ly/xvFro


Will there be a Social IRU?

Semi-Automated Agent Assisted

@BigTelco: My DSL line is down

Thank you @CustXYZ: Send us a DM
Customer with your line ID and we will contact Social IRU
you immediately

DM @BigTelco: 03019034599

DM @CustXYZ: We see your line has
an interruption. An engineer is on the Live Agent
way to fix the problem.


Reach out for more information
Andrew Maher
Strategic Consulting
Managing Principal
http://www.mindtouch.com/
@serviceplease20
amaher@avaya.com

Find all my social presences at:
http://xeeme.com/AndrewMaher
http://socialmedia-academy.com/

Social Media im Kundenservice
Smart Service im Social Web

Juni 2011, u.a. A. Maher
http://slidesha.re/SM-im-Kundenservice


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