This was the deck I used for a short talk I gave on social customer care at the Social Business Meet-up #2 organised by Will McInnes (@willmcinnes). The deck centres on the Open Public Services whitepaper published in 2011, and the backdrop against which it was published. The white paper talks about decentralising service to the 'lowest appropriate level'. My belief is that there is a fundamental disconnect between the understanding that decentralisation can be and is a conscious decision on the part of the government, versus the fact that people are simply decentralising at will.

1. “Come to the edge, he said.
They said: We are afraid.
Come to the edge he said.
They came. “
He pushed them and they flew
Guillaume Apollinaire, french poet

2. Social customer care: Four quotes, one whitepaper
Guy Stephens
Social Business #2, 14.03.2012

3. A little bit about me
@guy1067
In/guy1067
http://beingguy1067.com
guy.stephens@capgemini.com
#socialmedia #scrm #custserv #smgov #gamification
Career: 14 years in the digital space, with the last six in social
media. Set up the use of social media customer service at The
Carphone Warehouse in 2008
Speaking: Customer Contact Association, Institute of Customer
Service, Society of Consumer Affairs Professionals in Europe,
European Customer Experience World, European Data Protection
‘…one of the world’s leading Summit, Retail Systems, Welsh Contact Centre Forum, WOMMA
(USA), MyCustomer.com, Econsultancy
thinkers’ on social media customer
service’ (Dave Chaffey) Forrester Report: How Carphone Warehouse Uses Twitter and
Social Media to Transform Customer Service
Founding Council: BestServiceOne.com
Committee Member: Digital Surrey
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved.

4. 1999
“A powerful global
conversation has begun.
Through the Internet,
people are discovering
and inventing new ways
to share relevant
knowledge with blinding
speed. As a direct result,
markets are getting
smarter – and getting
“
smarter faster than most
companies
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved.

5. 2011
The Open Public Services White Paper sets
out how the Government will improve public
services. By putting choice and control in the
hands of individuals and neighbourhoods,
public services will become more responsive to
peoples’ needs.
“public service delivery is broken
The old, centralised approach to
“
“
“
government services wherever
you are...
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved.

6. 2011
Five Principles
 Wherever possible we will increase
choice
 Public services should be decentralised
to the lowest appropriate level
 Public services should be open to a range
of providers
 We will ensure fair access to public
services
 Public services should be accountable to
users and to taxpayers
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved.

7. 2006
“ The new Web ... think of a
shared canvas where
every splash of paint
contributed by one user
provides a richer tapestry
“
for the next user to
modify or build on
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved.

8. 2010
“ We are increasingly
“
becoming one another’s
infrastructure
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved.

9. 2011
“ What happens when we
“
treat customers as part of
the company?
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved.

10. Decision-making is becoming more agile
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

11. Complaining is a game!
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

12. Verbs matter
...hate, dislike, late, fail, rude, ruined,
queue, worst, unhappy, missed, break...
...deliver, exchange, refund, broadband, crisis, firestorm...
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

13. Service is becoming personalisable,
customisable, ‘on-the-fly’
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

14. A different type of customer service is emerging
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

15. The service ecosystem
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

16. Customer service
is becoming
asynchronous,
disjointed,
impulsive,
experiential
empathetic…
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

17. Different literacies, currencies, gestures,
roles are emerging
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

18. Find yours
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

19. The Law of Requisite Variety
If a system is to be stable the
number of states of its control
mechanism must be greater than
or equal to the number of states in
the system being controlled
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 1

20. BE BRAVE...fly
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 2

21. More information
About Capgemini
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 2

22. More information
Please contact:
•Guy Stephens
guy.stephens@capgemini.com
•Twitter
@guy1067
Guy Stephens, 12 February 2012
© 2010 Capgemini. All rights reserved. 2

23. www.capgemini.com
The information contained in this presentation is proprietary. ©2010 Capgemini. All rights reserved