Deloitte's presentation from the Customer Service Luncheon in Toronto, December 11 2012

1. Maximizing the value of Social Service
Tony Krajewski
Principal, Deloitte Consulting
December 11, 2012

2. People have changed how they work… and they expect
you to be social.
People want to Socially connected
collaborate with the best Individuals are constantly connected to
people across their their social networks, resulting in
organization and to have increased collaboration, in which
real-time access to individuals are influenced by and
information, just like they influencers of their peers
have in their personal
lives.
Technically connected
Individuals are constantly connected to
the Internet through smart, portable, and
Connected highly usable devices
Active
Behaviorally connected
Informed Companies are gaining more detailed
information about individuals, enabling
more compelling engagement through
marketing and product/service offerings
that are tightly linked to past patterns of
behavior
2 Copyright © 2012 Deloitte Development LLC. All rights reserved.

3. The environment in which we provide service and
support has shifted
Social Analytics
Social networks have Real-time insights and
elevated expectations predictive analytics
around customer, suppliers
and employee connectivity
Security Social Service Privacy
Work can now happen
anywhere, creating a need
The velocity of change is
for data and applications to
accelerating…
be hyper-available
Mobility Cloud
3 Copyright © 2012 Deloitte Development LLC. All rights reserved.

4. Move the needle on a metric that matters
Pick a driver and ask
yourself, how will we
improve this?
4 Copyright © 2012 Deloitte Development LLC. All rights reserved.

5. What capabilities matter?
Marketing: Sales: Support:
Determining Fit Committing Maintaining &
Strengthening
Socially Integrated Campaigns Social Lead Management Proactive Social Support
Functional
Capabilities
Core business Product Concepts & Debuts Social Commerce Platform Social Command Center
functions
enhanced by
Social Media
Social Sales Social Media Knowledge Base
Enterprise Social Collaboration Partner Collaboration Customer Collaboration
Collaboration
Capabilities Gamification & Behavior
Enterprise Social Promotion
Management
Social
Intelligence Social Monitoring Routing & Responding to Voice of the Customer Competitor’s Customer
Intel Voice
Capabilities
Digital Content Management Governance & Policies Change Management Social Analytics
Foundational
Capabilities
Community Management Integrated Social Tool Suite Social Identity Management

6. Mapping out the journey
Social Plan
1. Vision 2. Assess 3. Strategy 4. Roadmap
Conduct Define the
Social Define the
Identify Conduct social strategy —
Business social
metrics that current State competitive business,
Innovation enterprise
matter Assessment landscape technology
Workshop roadmap
analysis and change
Social
Define Your Social Vision, Strategy and Roadmap Business
Blueprint
Assess social
Prototype Identify the Communicate
Reimagine capabilities
Identify social capabilities to future-state and evangelize
your social using
value drivers spark social solution the
enterprise personas and
innovation architecture transformation
use cases
6 Copyright © 2012 Deloitte

7. Transforming customer service at Yamaha
A case study on social customer service

8. Yamaha had their customer data spanning silos …

9. Three key elements to Yamaha’s CCY Project:
1. Unified CRM is a must
2. Date-driven culture
3. Every customer touchpoint

10. Yamaha’s original CRM Functional Architecture
Product Social Profile
Marketing
Web Analytics
Registration Data
Data
Data
Marketing
Leads/ Campaign
Survey Data
Contacts Data
Salesforce CRM
Web
Customer
Support
Email
Call Center
Case Data Phone

11. Yamaha CCY – Service & Support Makeover
• The makeover focused on social media and fixing silo challenges.

12. Service Cloud Console Enhancements …
The 7-week effort yielded an updated user interface, designed to increase rep productivity,
improve customer data quality, and enhance the customer’s experience with Yamaha
Customer Support.
• Reps see more info on one
Collapsible Customer Highlight Panel
screen, reducing clicks and
Tabs to display multiple records scrolling, saving time on
calls
• Reps can have multiple
cases and other records open
at once, enhancing ability to
multi-task
• Console warns of unsaved
changes, reducing errors
and re-work
• Emails are auto-matched to
customer accounts, and
products are registered more
quickly, reducing time and
increasing accuracy of case
Reorganized, streamlined Case creation
Detail screens

13. Yamaha’s original CRM Functional Architecture
Product Social Profile
Marketing
Web Analytics
Registration Data
Data
Data
Marketing
Leads/ Campaign
Survey Data
Contacts Data
Salesforce CRM
Web
Customer
Support
Email
Call Center
Case Data Phone

14. Yamaha’s revised CRM functional architecture
Product Social Profile
Web Analytics
Registration Data
Data
Data
Marketing
Leads/ Campaign
Survey Data
Contacts Data
Social New Channel
X, Y, Z
Web
Call Center
Case Data
Email New data
points
Phone 1, 2, 3
Salesforce CRM

15. Balance is important
More Personal Less Personal
Phone Support Twitter, Self Service
Facebook, • FAQ’s
E-mail • Website – Specs
Costs More Cost Less

16. Results
• Happier agents
• Less clicks
• Emails trending down
• Holistic customer view

17. Key learnings
• Technology is easy, change is harder
• You don’t know what you don’t know
• Happy agents lead to happy customers
• Happy customers lead to interactions and transactions