Strategy and Planning Module 5: Social Customer Service Version 2.0
Module 5 : Social Customer Service PROFESSIONAL DIPLOMA IN STRATEGY & PLANNING
Social Customer Service Process 2. 1. Operatio tional l Strat ategi egize ze Manage agement ent 4. 3. 3. P2P 2P Pe Perform rmance ance & Comm mmunit unities ies Re Resou sourcin cing
Social Customer Service Process 2. 1. Operatio tional l Strat ategi egize ze Manage agement ent 4. 3. 3. P2P 2P Pe Perform rmance ance & Comm mmunit unities ies Re Resou sourcin cing
Strategize This section will cover 1. Social Commerce 2. Development Process 3. Collaboration 4. Implementation Plan
Customer Service Channels Social Media as a Customer Service Channel We see our customers as invited guests to a party, and we are the hosts. It's our job everyday to make every important aspect of the customer experience a little bit better. Jeff Bezos Founder of Amazon
Customer Service Channels Case Study: Amazon • Make service a priority • Be as accessible to customers • Consistently follow-up with customers • Use a range of social tools
Social Channels Channels that are Commonly Leveraged for Customer Service Russia: Vkontakte, UK – Facebook, Odnoklassniki, Facebook Twitter, Linkedin US – Facebook, China: Qzone, Sina Twitter, Weibo, Ren Ren LinkedIn Brazil: Orkut, Facebook, Twitter
Social Customer Service Challenges Compared with Traditional Customer Service Channels 1 Risk of Rapid Amplification of Dissatisfaction 2 Customer Control over Pace of Conversion 3 High Expectation for In-the-Moment Resolution 4 Expectation for Exceptional Service
Social Customer Service Models of Ownership Marketing Contact Co-Owned Owned Center Owned
Embedding Commerce Mechanisms The Prioritization of Customer Service within Social Networks Recommending Products Embedding Commercial Upgrading Packages Mechanisms Rewarding Loyalty and Advocacy
Embedding Commerce Mechanisms Rise of Social Customer Service as a Priority
Social Customer Service Strategy Key Components of a Successful Social Customer Service Strategy 1 6 Vision & Mission Statements Brand Alignment 2 7 Channel Availability Metrics & Reporting Technology Solutions Activation Plan & Timeline 3 8 4 System Integrations 9 ROI & Business Case Resourcing 5
Social Customer Care Strategy The Phases of Creating a Social Customer Care Strategy 1. Discovery 5. 2. Iteration Development 4. 3. Implementation Ratification
Collaborative Strategy Development Stakeholder Involvement in Strategy Engagement & Interaction Outcomes & Issues Identification & Dialogue Clarification Stakeholder Engagement Cycle Resolutions & Key Actions
Stakeholders Key Stakeholders Involved in Strategy Creation 1 5 Social Media PR 2 Customer Service 6 Legal Customer Experience 3 IT 7 4 Marketing 8 Partners (Agencies, Vendors)
Strategy Creation Team Responsibilities Responsibilities Social Media Social Media Insight and Best Practices Customer Service Resourcing Insights and Process Definition Alignment with Company wide Customer Experience Customer Experience Framework Marketing Brand Integrity and Alignment with Marketing Process PR Crisis Management Procedures Operational Compliance with Industry Legal and Regulatory Legal Requirements Technology Stack Evolution, Optimization, Integration, and IT Security
Objective Setting SMART Criteria
Customer Journey Mapping and Personas Customer Steps Pain Timeline Points & Highlights Customer Supporting Profile Evidence
Social Customer Service Aligning Customer Service Experience with Brand Experience
Social Customer Service Case Study: Direct Line
Phased Implementation Roadmap Drive Customers to Social Channels in a Scalable Way A phased implementation roadmap has a number of benefits: # 1 # 2 # 3 Overcome Lessons Solid Reistance to Learned Foundation Change
Setting Expectations Service through Social Channels Communicating Response Terms of Operating Hours Times Service
Achieving Internal Support Factors to Inform an Effective Business Case Identifying Proving Calculating Competitive Value ROI Advantage
Collaborative Strategy Execution Milestones and Timelines
Strategize Summary • Social customer service is an increasing expectation of consumers • Social networks are now embedding commerce mechanisms directly into social interactions • Inter-departmental collaboration is essential in ensuring alignment of social customer service • Customer journey mapping should be used to determine the touchpoints where social customer service should be deployed
Social Customer Service Process 2. 1. Operatio tional l Strat ategi egize ze Manage agement ent 4. 3. 3. P2P 2P Pe Perform rmance ance & Comm mmunit unities ies Re Resou sourcin cing
Operational Management This section will cover 1. Team Structure 2. Workflows 3. Process Automation 4. Crisis Management
Blended Social Customer Service Model Advantages 1 Greater Agent Utilization Rates 2 Reduced Downtime 3 Channel-agnostic 4 Simplified Resource Allocation
Designated Social Customer Service Model Advantages 1 Improved Agent Experience 2 Increased Agent Efficiency 3 Agent Selectivity For Social
Social Customer Service Agents Benefits of Internal Agents vs Outsourced Agents Internal Outsourced Social Customer Customer Service Agents Service Agents Stronger Brand Scalability Alignment Cost-Savings Reduced Agent Turnover Coverage Greater Agent Efficiency Empowerment
Contact Types Factors Determining which Contact Types should be used in Social Channels # 1 # 2 # 3 # 4 Issue Customer Issue Contractual Sensitivity Data Security Complexity Limitation
Escalation Criteria Importance of Clearly Defining Criteria Critical High Medium Low
Closing the Loop Ensuring Visibility into Brand Responsiveness • Experience – Focus on the most important issues and customers • Feedback – Survey the customer • Fix & Listen – Resolve the issue and learn & listen for future reference • Share – Feed into internal learning mechanisms
Agent Consistency The Benefits of using the Same Agents with a Customer through to Resolution Facilitates Faster Improves the Resolution Experience for both Consumer & Agent
Approval Workflow Importance of Implementing an Approval Workflow • Improved Efficiency • Better Business Control • Improved Customer Service • Flexibility
Peer Approval Workflow Model Advantages Increased Greater Less Intimidating Efficiency Scalability for Agents
Supervisor Approval Workflow Model Advantages Greater Insight More Effective Coaching into Agent Opportunity Quality Control Performance
Pro-active Customer Service Anticipating Customer Enquiries • Gather Feedback • Monitor User Feedback
Auto- Responder ‘Bots’ on Social Channels Advantages and Disadvantages Advantages Disadvantages • Speed of Response & • Frustrating Customer Service Experience • Scalability • Limited Functionality • Cost-savings • NLP Inaccuracy • Lack of Humanity & Personalization
Automated Social Customer Service Social CRM
Automated Classifications Most Efficient Processing of Issues • Create automated classifications • Reduce “noise” and flag highly -actionable content • Important to continually enhance automation logic and algorithms
Social Customer Service Playbook Benefits 1 Stakeholder Alignment 2 Assists in Training and On-Boarding Reference for Policies and Procedures 3 4 Arbitration of Process Disputes 5 Internal Explanation
Agent Workflows Reference July Aug Sept Oct Nov Dec Jan Feb Mar April May Jun July Illustrate agent workflows in charts for at-a-glance ease of reference
Agent Workflows Documentation Continually update documentation to accurately reflect two frequently evolving areas: • Social media technologies • Operational processes
Social Media Crisis Indicators of a Social Media Crisis Social Media Viral Customer Campaign Blunders Complaints Backlashes Potential to Cause Significant Substantial Deviation from the Norm Damage to the Brand Information Asymmetry
Crisis Flowchart What is a Crisis Flowchart? A crisis flowchart specifies which person in the organization should be contacted in different crisis scenarios/varying levels of the crisis
Crisis Preparation Simulations and Drills By failing to prepare, you are preparing to fail. Benjamin Franklin
Social Media as an Early Warning System Factors that Reduce the Risk of Social Media Crisis 1 Agent Response Moderation Workflows 2 Controlling System Access 3 Proactive Communication Review Process
Crisis Management Crisis Management Techniques Demonstrating Transparency Unified Rapid Company Response Position Taking Accountability Crisis Senior Procedure Leadership Adherence Intervention Reserve Team Mobilization
Post Crisis Review Auditing Performance
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