Module 5: Social Customer Service Version 2.0 Module 5 : Social - - PowerPoint PPT Presentation

Version 2.0

Module 5: Social Customer Service

Strategy and Planning

Module 5 :

Social Customer Service

PROFESSIONAL DIPLOMA IN STRATEGY & PLANNING

Social Customer Service Process

1. Strat ategi egize ze 2. Operatio tional l Manage agement ent 3. 3. Pe Perform rmance ance & Re Resou sourcin cing 4. P2P 2P Comm mmunit unities ies

Social Customer Service Process

1. Strat ategi egize ze 2. Operatio tional l Manage agement ent 4. P2P 2P Comm mmunit unities ies 3. 3. Pe Perform rmance ance & 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

US – Facebook, Twitter, LinkedIn UK – Facebook, Twitter, Linkedin Russia: Vkontakte, Odnoklassniki, Facebook China: Qzone, Sina Weibo, Ren Ren Brazil: Orkut, Facebook, Twitter

Social Customer Service Challenges

Compared with Traditional Customer Service Channels

1 2 3 4

Risk of Rapid Amplification of Dissatisfaction Customer Control over Pace of Conversion High Expectation for In-the-Moment Resolution Expectation for Exceptional Service

Social Customer Service

Models of Ownership

Marketing Owned Contact Center Owned Co-Owned

Embedding Commerce Mechanisms

The Prioritization of Customer Service within Social Networks

Embedding Commercial Mechanisms

Recommending Products Upgrading Packages 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 2 3 4 5 Vision & Mission Statements Channel Availability Technology Solutions System Integrations Resourcing 6 7 8 9 Brand Alignment Metrics & Reporting Activation Plan & Timeline ROI & Business Case

Social Customer Care Strategy

The Phases of Creating a Social Customer Care Strategy

1. Discovery 2. Development 3. Ratification 4. Implementation 5. Iteration

Collaborative Strategy Development

Stakeholder Involvement in Strategy

Stakeholder Engagement Cycle Engagement & Interaction Issues Identification & Clarification Resolutions & Key Actions Outcomes & Dialogue

Stakeholders

Key Stakeholders Involved in Strategy Creation

Social Media Customer Service Customer Experience Marketing PR Legal IT Partners (Agencies, Vendors) 1 2 3 4 5 6 7 8

Strategy Creation

Team Responsibilities

Responsibilities Social Media Social Media Insight and Best Practices Customer Service Resourcing Insights and Process Definition Customer Experience Alignment with Company wide Customer Experience Framework Marketing Brand Integrity and Alignment with Marketing Process PR Crisis Management Procedures Legal Operational Compliance with Industry Legal and Regulatory Requirements IT Technology Stack Evolution, Optimization, Integration, and Security

Objective Setting

SMART Criteria

Customer Journey

Mapping and Personas

Timeline Customer Steps Customer Profile Pain Points & Highlights Supporting 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:

Overcome Reistance to Change

#1

Lessons Learned

#2

Solid Foundation

#3

Setting Expectations

Service through Social Channels

Communicating Operating Hours Response Times Terms of Service

Achieving Internal Support

Factors to Inform an Effective Business Case

Proving Value Calculating ROI Identifying Competitive Advantage

Collaborative Strategy Execution

Milestones and Timelines

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 Strategize

Social Customer Service Process

1. Strat ategi egize ze 2. Operatio tional l Manage agement ent 4. P2P 2P Comm mmunit unities ies 3. 3. Pe Perform rmance ance & 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 2 3 4

Greater Agent Utilization Rates Reduced Downtime Channel-agnostic Simplified Resource Allocation

Designated Social Customer Service Model

Advantages

1 2 3

Improved Agent Experience Increased Agent Efficiency Agent Selectivity For Social

Social Customer Service Agents

Benefits of Internal Agents vs Outsourced Agents

Scalability Cost-Savings Coverage Efficiency Internal Social Customer Service Agents Outsourced Customer Service Agents Stronger Brand Alignment Reduced Agent Turnover Greater Agent Empowerment

Contact Types

Factors Determining which Contact Types should be used in Social Channels

Issue Complexity

#1

Customer Data Security

#2

Issue Sensitivity

#3

Contractual Limitation

#4

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

Improves the Experience for both Consumer & Agent Facilitates Faster Resolution

• Improved Efficiency
• Better Business Control
• Improved Customer Service
• Flexibility

Approval Workflow

Importance of Implementing an Approval Workflow

Peer Approval Workflow Model

Advantages

Increased Efficiency Greater Scalability Less Intimidating for Agents

Supervisor Approval Workflow Model

Advantages

More Effective Quality Control Greater Insight into Agent Performance Coaching Opportunity

Pro-active Customer Service

Anticipating Customer Enquiries

• Gather Feedback
• Monitor User Feedback

Auto-Responder ‘Bots’ on Social Channels

Advantages and Disadvantages

Advantages

• Speed of Response &

Service

• Scalability
• Cost-savings

Disadvantages

• Frustrating Customer

Experience

• Limited Functionality
• 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 2 3 4 5 Stakeholder Alignment Assists in Training and On-Boarding Reference for Policies and Procedures Arbitration of Process Disputes 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 Blunders Viral Customer Complaints Campaign Backlashes Substantial Deviation from the Norm Potential to Cause Significant Damage to the Brand Information Asymmetry

Crisis Flowchart

What is a Crisis Flowchart?

A crisis flowchart specifies which person in the

• rganization 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 2 3

Agent Response Moderation Workflows Controlling System Access Proactive Communication Review Process

Crisis Management

Crisis Management Techniques

Rapid Response Demonstrating Transparency Taking Accountability Unified Company Position Senior Leadership Intervention Crisis Procedure Adherence Reserve Team Mobilization

Post Crisis Review

Auditing Performance

Summary

• Blended social customer service agent and designated social customer service agents can be

used in the execution of social customer service

• Effective workflows are essential to ensuring high service quality and managing data security

breaches

• Automation can facilitate a higher level of service quality
• It is essential to prepare for and mitigate the chances of a crisis

Operational Management

Social Customer Service Process

1. Strat ategi egize ze 2. Operatio tional l Manage agement ent 4. P2P 2P Comm mmunit unities ies 3. 3. Pe Perform rmance ance & Re Resou sourcin cing

Performance & Resource

This section will cover

1. KPI’s 2. Customer Satisfaction 3. Security 4. Hiring & Training

Social Customer Service Metrics

Categories of Metrics

• 2. Business

Intelligence

• 1. Operational

Optimization

Average Response Time (ART) is the average amount of time elapsed between each customer message and agent reply

Response Times

Average Response Time (ART) and First Response Time (FRT)

First Response Time (FRT) is the average amount of time elapsed between initial customer message and agent reply in each conversation

Determining Customer Service Satisfaction

Key Case Management Metrics

Time to Resolution

#1

Messages to Resolution

#2

Measuring Sentiment

Post Service Survey

Monitor Sentiment Monitor Agent Performance More Detailed Feedback

Classifying Conversations

Importance of Effectively Categorizing Conversations

Business Insight Operational Efficiency Optimization

Content Categorization

Benefits for Social Customer Service

Operational Improvement Business Improvement

Common Reporting Audiences

Enabling Actionable Decision Making at Each Level

1 2 3 4

Team Leads Contact Center Managers Interdepartmental Stakeholders Senior Executives

Social Media Management System (SMMS)

The Importance of SMMS

Leverage Workflows Security Automation Analytics

1 2 3 4 Leverage Workflows Security Automation Analytics

All-in-One Social Media Monitoring System

Benefits of an All-in-One SMMS

Single Vendor Source Basic Cross-Function Collaboration Capabilities Lower Total Cost of Ownership

Best-of-Breed Point Solution

Benefits of a Best-of-Breed Point Solution

1 2 3

Domain Expertise Richer Functionality and Analytics Capabilities for Purpose Development Priorities Aligned with Evolving Requirements of the Space

Automated Content Distribution (ACD)

Benefits of ACD

Expedites the Service Operation Reduces Agent Collisions Prevents Preferential Selection of Content

Contact Center SMMS

Core Requirements of Contact Center SMMS

1 2 3 4 5

Viewing & Managing Customer Profiles Search Social Media for Relevant Conversations Agent Response Moderation and Approval Message Grouping and Conversation Threading Conversation History Retention & Ease of Access

6

Overall Ease of Use

IT expertise and standards

ISO/IEC 27001

• Leverage internal IT

expertise to evaluate security capabilities of an SMMS

• ISO/IEC 27001 best-known

standard

Security of SMMS

Key Features

Granular Permissions & Restricting System Access Data Encryption In-Transit & At-Rest Configurable Password Policy Full Audit Trail Automated Logout

Analytics

Modes of Analytics Offered in an SMMS

Historical Real-Time Data Export Custom Reports API

Integrating Social Customer Service

Reasons for Integrating Technology with Other Business Systems

Analytics & Business Intelligence 360º Customer View from any Channel Interaction Accuracy & Expediency in Synchronization of Customer Data Bespoke Dashboards

4 1 2 3

Systems Integration

The Five Phases of Integration

: 1 2 3 4 5 Functional & Technical Discovery Scoping Development Testing & Rework Conversation History

Designated Account Management

SMMS Vendor Relationship

One Contact Ease of Connection Vendor Consolidation

SMMS Account Manager

Functions of an SMMS Account Manager

1

2 5 3

Communication of Product Releases & Roadmap Aggregate & Deliver Feedback Provide Expertise; Relevant Thought Leadership; & Educational Content Conduct Regular Business Reviews Main Point of Contact

4

Social Customer Service Agents

Characteristics of a Successful Agent

Resilient Confident Personable Articulate Empathetic Curious

Agent Training

Three Core Areas

Social Media

#1

Operational Processes

#2

Technology

#3

Agent Training

Onboarding periods July Aug Sept Oct Nov Dec Jan Feb Mar April May Jun July

• Leverage moderation and approval workflows
• Use KPI and volume data to model workforce allocation

Agent Training

Training Reserves

• Mitigate against:
• Volume volatility
• Unforeseen absences
• Staff shortages

Summary

• Use appropriate KPIs to measure the performance of the service
• It is important to use SMMS in order to leverage workflows - security, automation,

and analytics

• Data security should be integral to any SMMS that is integrated
• It is important to train agents so that they are capable to deal with a multitude of

complex issues Performance & Resource

Social Customer Service Process

1. Strat ategi egize ze 2. Operatio tional l Manage agement ent 4. P2P 2P Comm mmunit unities ies 3. 3. Pe Perform rmance ance & Re Resou sourcin cing

P2P Communities

This section will cover

1. P2P Support Communities 2. User Adoption 3. Contributor Incentivizing 4. Measurement

P2P Communities

Customer Support Funnel

Self-Service Support Community Support Partner Channel Support

P2P

1-on-1 Support

P2P Communities

Two Primary Types

Dedicated Support Forums Direct Over Existing Social Networks

Community Management

The Primary Functions

Build Grow Maintain

Conflicts Among Community Contributors

Typical Causes of Conflicts

Feeling Overwhelmed Feeling Unchallenged Feeling Unappreciated Feeling Useless Feeling Exposed Feeling Unrewarded

Resolving Disputes

Conflict Resolution Techniques

1 2 3 4 5

Acknowledge the Issue Get in Touch Avoid Confrontation Use the Feedback Sandwich Technique Develop Action Plan

6

Monitor

7

Follow Up

P2P Support Forums

Driving User Adoption

Self-Service Support Community Support Partner Channel Support Value There is value in actively driving user adoption on P2P support forums 1-on-1 Support

Customer Touchpoints

Most Effective Customer Touchpoints for Driving User Adoption

1 2 3

Social Media Relevant Digital Properties Post-Purchase Communications

Genuine Altruism Vanity Altruism Reward Seeking Competitive Edge

Contributor Motivation

Four Key Factors

1 2 3 4

Incentivizing Contributors

Alternative Methods

Gamification Badges & Profile Customization Unique Brand Experiences Beta Tests Sneak Peeks

KPIs

KPIs for Community Health and Community Effectiveness

Community Health

Contributor Sign-up and Engagement Rates Question and Response Rates Customer Utilization

Community Effectiveness

Response Time Resolution Rate Customer Satisfaction

Contributor Response

Methods for Tracking Quality of Contributor Response

Routine Review Live Agent Moderation Spot-Check

1 2 3

Summary

• P2P support communities are groups of users organized to receive and provide

assistance around specific topics of interest

• It is important to actively drive user adoption on P2P support forums
• It is important to measure and track the health and effectiveness of communities

P2P Communities

Great work, you‘ve completed this module!

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