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http://stratuscontactsolutions.com
Jim Iyoob
Social Media Center of Excellence
An overview and step by step process to launch social media as a functional
service in your multi-channel contact center.
Key Takeaways
• Social media Reps vs. Call Center Reps
• Training, Process, & Policy
• Launching your first social program
http://stratuscontactsolutions.com
1. People
2. Processes
3. Technology
http://stratuscontactsolutions.com
Jim Iyoob - @jiyoob ….
http://stratuscontactsolutions.com
Engage Customers on their terms
http://stratuscontactsolutions.com
People share everything at any time
http://stratuscontactsolutions.com
Without social listening,
your call center will miss
opportunities.
http://stratuscontactsolutions.com
Social is cost effective
http://stratuscontactsolutions.com
What customers want
Answer in
same
channel
Its not your choice to tell your customers how to contact you, its theirs
http://stratuscontactsolutions.com
Call center problems can include:
http://stratuscontactsolutions.com
http://stratuscontactsolutions.com
Call center problems can include:
• Complexity at the desktop can impede the customer
interaction
• Customers endure long hold times which extend the length of
resolution
• Agents are required to provide quality service based on
unknown inputs on the spot
• Multiple transfers may be required
• Lack of proactive quality control for employee/customer
interaction
http://stratuscontactsolutions.com
One-to-one customer engagement
http://stratuscontactsolutions.com
How to provide
one-to-one customer
engagement solutions
http://stratuscontactsolutions.com
1. Start Listening
to social media
http://stratuscontactsolutions.com
2. Create a response
& escalation plan
http://stratuscontactsolutions.com
3. Create a 360°
social media view
http://stratuscontactsolutions.com
360° social media view
• Inbound
• Outbound
• Live Chat
• Email
• Web Site
• Social Media
http://stratuscontactsolutions.com
Customers find value in sharing
experiences and advice with
each other via social media
http://stratuscontactsolutions.com
Customers will engage on their
terms. It’s up to the company to
meet them or miss out.
http://stratuscontactsolutions.com
Customer value and loyalty is
attained by resolving requests
quickly with the highest quality
and minimal effort
http://stratuscontactsolutions.com
Inputs to the process should be
the complaint / issue /question,
and a relevant profile summary of
the customer to assist the agent
in providing assistance
http://stratuscontactsolutions.com
Output should be quality
service including reference
points for future
engagements.
http://stratuscontactsolutions.com
Key measurements
• Customer effort
• Customer satisfaction
• Quality of engagement
• Ratio of engagement
• Capacity of system
http://stratuscontactsolutions.com
One to One vs. One to Many
Voice Social Media
http://stratuscontactsolutions.com
Call Center vs. Social Center
http://stratuscontactsolutions.com
A call to a traditional call center can
lead to an encounter with a highly
unmotivated person, subjected to
tough and discouraging guidelines,
without the freedom of action
Call Center vs Social Center
http://stratuscontactsolutions.com
Utilizing social networks brings you
into contact with much more
motivated people, able to break the
rules and are willing to go the extra
mile to satisfy the customer’s needs
Call Center vs Social Center
http://stratuscontactsolutions.com
A traditional call center is relegated by
customers unable to express themselves
beyond complaining to a few friends and
family members, social networks have
developed the principle function of
preventing possible public relations
disasters (proactive)
Call Center vs Social Center
http://stratuscontactsolutions.com
An unhappy customer who calls is simply
another customer, as opposed to a
customer who uses the social networks
to complain is potentially a problem that
can generate negative publicity, brand
damage, sales loss, and lose the
company future customers
Call Center vs Social Center
http://stratuscontactsolutions.com
Complaints can go viral
http://stratuscontactsolutions.com
Escalation process
http://stratuscontactsolutions.com
Real agents are the best defense
http://stratuscontactsolutions.com
Social Media agents are different:
Social agents provide a fast and
personalized customer experience,
are accessible anywhere, provide
resolution, and update customer
profiles
http://stratuscontactsolutions.com
Social agents are different
http://stratuscontactsolutions.com
Social is a new
engagement channel
http://stratuscontactsolutions.com
Social agents need to respond
in 140 characters
http://stratuscontactsolutions.com
Your customers are already
reaching out to you via social
media
http://stratuscontactsolutions.com
Things to think about
Can a company aspire to give all its customers the same level of
attention that Facebook or Twitter offer, compared to their call
center?
What happens when the person who is poorly attended on the
phone has a powerful presence on the social networks, and was
simply using the phone out of convenience?
When you look at the cost of a social media analytics solution, it is
mere change compared to the millions and millions you’ve already
spent on that call center.
http://stratuscontactsolutions.com
Case Study – it works
http://stratuscontactsolutions.com
It works
http://stratuscontactsolutions.com
Factors to Consider When
Choosing a Partner
• Size
– Large enough to make investments (Stable)
– Small enough to give you personal attention
• Leadership
– Executive team
• Industry or vertical expertise? (It depends)
– people, industry experience and nature of problem
• Training Program, Technology
– Get to know the Managers, the agents and the
executive team
http://stratuscontactsolutions.com
Customer Experience Partnership
http://stratuscontactsolutions.com
Maximize Customer Interactions,
Experience and Optimization
• Customer Lifecycle Data Management
• Workforce Optimization
• Workplace Optimization
• Unified intelligence gathering
http://stratuscontactsolutions.com
Q&A
http://stratuscontactsolutions.com
Schedule an appointment
Stratus representatives will be at booth 58
through out Call Center Week 2014.
Schedule an appointment
• http://bit.ly/ccw14info
• 855-875-CHAT

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Call Center Week 2014 - Become a Social Business

Notas do Editor

  1. Now that we know all this changed , We talked about social. We talked about social listening Now we will talk about what makes it all work…. THE PEOPLE – or Agents, the Customers How do measure What do you need to do make social a nice fit in to your call center I will show you the BDP on what great companies are doing
  2. Now that we saw the future of communication has changed. What comes next?
  3. I’m one of the millions of customers out there who have grown fond of using social media for gathering information and venting experiences and reviews.
  4. People can share anything at any time
  5. Regardless of where you are in the world, people share anything about your business that they want, and there isn’t anything you can do. (Story about the old Web site was enough) what the company said about their business was important – now its other peoples reviews that influence Today we are going to learn why social media is important
  6. The process is inefficient and painful, not to mention the missed opportunities in Social Media
  7. You effectively generate leads, increase sales, strengthen customer loyalty, and prevent a potential crisis when consumer’s opinions are negative
  8. Here are some important areas such a process should focus on regardless of implementation: Regardless of who implements these processes
  9. Companies should allow their customers to engage on their terms, not the companies terms Regardless of who implements these processes
  10. Regardless of who implements these processes
  11. ? I don’t know what this means Regardless of who implements these processes
  12. Regardless of who implements these processes
  13. Voice is a one to one channel. Only the rep and customer are involved in the sale or support. Where as social media requires the agent to publish their response publicly and any twitter follower or Facebook visitor can see the response. This can work in the businesses favor but can be very risky if agents are not properly trained appropriately. Talk about bad experiences here -
  14. When you use the telephone you can end up paying more for the call, as well as having to deal with an automated messages and long waiting times, only to deal with somebody who behaves like an automaton. When you contact a company via Twitter, the encounter is quicker, more cordial, available 24/7 and sometimes even inspiring. While in a call center you may have to wait minute after minute hoping to speak to somebody, on Twitter, your experience glides along. There are multiple anecdotes out there.
  15. A social agent has a different profile
  16. Out of 50 examined social media crisis between Jan 2001 and Aug 2011, the top reason was exposing customers to a poor experience.
  17. Cannot automate Escalation Escalation in call centers happens all the time and we escalate to a floor sup Not the same in Social Talk about example of THEFT in telco
  18. Managers have up to the minute access thru their mobile devices. You no longer need administration or I.T support.  
  19.   Social agents are different With the introduction of social media there now exists a new opportunity for customer service representatives to interact with customers in a new way, something which is yet to be fully embraced by the majority of traditional customer service call centers
  20.   Social agents are different. Their training includes the tools and processes for using social media effectively as well as conversational skills and the abilities to know when to take the conversations offline. Agents are multi-skilled in all social media for every customer interaction
  21.  Social agents require different skills Excellent written communications - Social media is a public conversation and the agents need to be able to effectively communication in short phrases. Although template responses can be used, every interaction will be different and the agent needs assess the situation and respond appropriately in 1 to 5minutes or less Aptitude for marketing We start training with reputation management allowing agents to respond to posted remarks or ratings of a company’s brand, products or services Fixed tasks vs flexible Call center agents handle repetitive tasks with fixed responses well. Social agents need to be flexible and handle varying tasks across multiple channels.  
  22. Typical cost per acquisition is nearly 50% lower than advertising. And customer service professionals are traditionally cheaper than an outsourced marketing agency.
  23. The contact center industry has many options and finding a potential vendor can become an extremely daunting task. it’s critical that you understand the process and have a clear strategy and understanding of your needs. Selecting a best-fit vendor requires due diligence and meticulous attention to detail to ensure that you form the right partnership that will deliver mutually beneficial results for years to come. There are several factors to take into consideration. following guidelines will ensure the best possible fit for your organization and will enable you to improve productivity, profits and efficiency while maximizing customer satisfaction. If you control all 3 you will not grow – by controlling 2 out of 3 – you learn and grow with your provider