The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times
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The Rise of Social Customer Service - Luke Brynley-Jones, Our Social Times
- 1. The Rise of Social Customer Service Luke Brynley-Jones
- 2. Customers are engaging with brands
- 3. Brand Interaction Source: Fishburn Hedges & Echo “The Social Media Customer” May 2012 Poll of 2,000 UK consumers
- 5. Research: Eptica Multichannel Study 2012
- 8. Customers Are Learning Source: UK Consumer Advice Site
- 9. Service Follows Sales • 12 of the top 20 Facebook pages (UK Retailers) are actively selling to followers from the site • Either directly or by pushing users back to product pages on websites eDigitalResearch’s Social Media Benchmark July 2012
- 10. They Breathe It
- 11. Tweets 54,000 calls about the are London deflected riots from call reduced 999 centre each waiting month via times from social media 41 seconds to 0 seconds 300,000 customers were reached
- 13. Human Chemistry
- 16. NPS score
- 18. Fragmented CX
- 19. Integrated CX
- 20. Resourcing Failures Sky Giff Gaff Eurostar Barclays Chelsea v8 Barca hr outage TrainOnline Banking 24.4.2012 16.3.2012 5.3.2012 30.3.2012 Source: EngagementIndex
- 21. Resourcing Strategy 150 Trained & On Stand By For Emergencies 2,200 Trained & Mentored To Answer 5,000 People Trained Questions Sent To 2,000 People Certified Twelpforce By Dell University
- 22. Brand Corrosion
- 23. The Key Lesson “It is impossible for enterprises to create an exceptional social service experience if they provide a sub-par experience via traditional support channels.“ Paul Greenberg, Author and industry Social CRM expert
- 26. Reputational Risk Approaching the end of the first day, this mass of negative tweets had reached an estimated 1.7 million people.
- 29. Even BAU Is Tough! Source: Brandwatch
- 30. Customer Experience How do social channels need linking with existing channels to unify customer journeys?
- 31. Mobility How Does Mobility Change Social Customer Service Expectations ?
- 32. Resourcing How is a 24x7 global demand resourced if needed?
- 33. Culture Is the more informal style of social interaction at odds with traditional customer service?
- 34. Scalability Will our listening strategy cope with increased volume?
- 35. Visibility Social Media workflow has little legacy integration, 360º views or reporting. What’s the right infrastructure?
- 36. Customer Data Should we be collecting social graph data and social interactions?
- 37. Escalation How can we maintain service levels when managing complex cross functional issues?
- 38. Learning How do we turn the wealth of real time insight being offered into organisational momentum?
- 39. Knowledge How do we effectively share across all channels?
- 40. SLAs Source: Conversocial