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Social media - Twitter, Facebook, discussion forums, ideation communities, social listening platforms to name a few - can be used to help companies deliver a customer service experience that aligns with customer expectations. This alignment ultimately results in a more loyal customer base and a quantifiably larger wallet share. However, the value of these social technologies can’t be realized by just bolting them onto a suboptimal contact center. This presentation describes the foundational elements that your contact center must get right before you consider adding social technologies, and how social technologies can be deployed in a manner that extends current capabilities, and reinforces the customer experience and company brand.
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Turbocharging Customer Service Through Social Technologies
Social
Kate Leggett
Senior Analyst, Forrester Research@kateleggett
kleggett@forrester.com//blogs.forrester.com/kate_leggett
04/10/2023 ©2012 SugarCRM Inc. All rights reserved. 2
.
Ninety percent of customer service decision-makers tell Forrester that a
good customer experience is critical to their company’s success. Sixty-three percent think the importance of the
customer experience has risen.
© 2011 Forrester Research, Inc. Reproduction Prohibited
Few companies deliver an outstanding customer experience
Customer experience is good for business
Social technologies will help you deliver excellent customer service.
You need to get your foundations in order before moving forward.
The customer service leader’s challenge
Getting traditional customer service right
Extending customer service with social technologies
Social customer service: what this means to you
Agenda
The customer service leader must balance the needs of his customers with the needs of his
business
CostCustomer
Satisfaction and loyalty
Revenue
Compliance
The customer service leader must balance the needs of his customers with the needs of his
business
CostCustomer
Satisfaction and loyalty
Revenue
Compliance
Consumers want quick answers to questions or will abandon
Impatience increases with older demographics though younger consumers are more likely to prefer online service.
Social media has a broad reach for both B2C and B2B companies
The customer service leader must balance the needs of his customers with the needs of his
business
CostCustomer
Satisfaction and loyalty
Revenue
Compliance
One solution is to move customer service to less expensive communication channels
But, understand what channels customers are using
And realize that online channel usage has grown in the last two years
The customer service leader’s challenge
Getting traditional customer service right
Extending customer service with social technologies
Social customer service: what this means to you
Agenda
First, focus on the foundational elements so that you can deliver an excellent customer experience.
Understand how your customers want to interact with you
Provide your agents with a universal customer history
Tame your knowledge problem
Extend lightweight business process management to customer service
The customer service leader’s challenge
Getting traditional customer service right
Extending customer service with social technologies
Social customer service: what this means to you
Agenda
Social - its not just about buying software
Social workplacesoftware
Social softwareextendingcustomer servicesoftware
Public socialsoftware
Are you preserving the customer experience across the entire journey?
Start by listening to what your customers are saying
Post identified
and classified
Escalateto
service?
Createservicerecord
Directcommunication
to poster.
Resolve issue, andcontact poster viaoptimal channel
(traditional or social).
Escalate tocustomer service.
Community management
Customer service management
Route tocustomer
service agent.
Track activity.
Respond to poster.
Leverage knowledgebase.
Respond to poster.
Track activity.
Leverage KB.
Discussion forums are the social media channel of choice
July 2011 “2011 Social Technographics® For Business Technology Buyers”
Service via Facebook and Twitter must be incorporated into your other service offerings
Use social processes to align your knowledge base with customer demand
– 9,000 new articles added; 27,000 evolved in 2011
– 76% of support staff contribute to the knowledge
base.
– Decreased operational costs by $0.5 million
Push customer service to where users spend their time
Source: VMware (http://www.vmware.com/)
Source: VMware (http://www.vmware.com/)
– 2008: 2.5 million users; 2010: 10 million users
– $10 million savings in call deflection
– 800 comments per month
What this means: Add social to your foundation . . .
Social is another communication channel into your contact center.Your brand value and business processes must be upheld over all channels.Your universal customer history must include all interactions — traditional and social.
Your corporate knowledge must be extended with community
knowledge.
. . . to ensure an excellent customer experience.
Recommendations
How to get started?Understand the demographics of your customer base.Pinpoint the methods that your customers want to interact with youGet your foundations in orderListen to your customers’ sentiments over social channelsCreate feedback loops within your organization to address expressed sentiment.
How to succeed in the long term?Integrate social software with current customer service technologies one at a timePromote new capabilitiesMeasure your success
04/10/2023 ©2012 SugarCRM Inc. All rights reserved. 33
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