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Companies are publicly watching the demise of corporate reputations and how they are played out on social media forums. Bad customer experience can, very quickly, go viral. It's one thing to recognize the challenges but finding solutions has left many executives scratching their head and asking themselves, "How can my contact center provide proactive and effective social media customer support?"CATAPULT YOUR CALL CENTER INTO 2012 WITH THESE HOT TOPICS:1. Social interaction channels your customers prefer most2. Identify and measure social key performance indicators 3. Social media etiquette standards to follow and mistakes to avoid4. A look into the profile of today's social customerWHO SHOULD READ:VP's & Directors of Contact Centers, Customer Service, Web/SocialMedia Strategy
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5 Best Practices in Social Customer Service
May 17, 2012
Brought to you by:
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5 Best Practices in Social Customer Service
Today’s speaker:
Shai Berger, Co-Founder and CEO of [email protected]@shaiberger
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Today’s Webinar
1. The State of Social Customer Service
2. The Impact of Social Media
3. 5 Social Customer Service Best Practices
4. Introduction to Fonolo
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The State of Social Customer Service
• What social service channels does your organization currently support?
Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/
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The State of Social Customer Service
• How long have you been providing social customer service?
Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/
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The State of Social Customer Service
• When deciding whether to offer a new support channel, who or what impacts your decision?
Source: http://www.sword-ciboodle.com/en-us/socialcustomerservice/
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The Impact of Social Media
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“Contact us”… the company’s way.
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Some gems from a random day in May:
“Contact us”… the customer’s way
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A new urgency…
Social media is now a real-time scoreboard for customer service.
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Commenting on companies…
At least once a week, Twitter users will …
share opinions about companies or products (33%)
make recommendations (32%)
ask for recommendations (30%)
Source: April 2010 study by ROI Research
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OnHoldWith.com
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Social Customer Service Best Practices
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BP#1: Identify The Right Channels
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BP#1: Identify The Right Channels
How Leading Companies Respond
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BP#2: Establish Social Media Metrics
A. Service Measures
Social Team KPI Description
Service Level Percent of incoming posts an agent answers in a defined amount of time
Average Handle Time Average amount of time agents work on social media responses
Abandon Rate Percent of posts never responded to or looked at by social media team
Source: http://www.telusinternational.com/social_care_metrics
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BP#2: Establish Social Media Metrics
B. Quality Measures
Social Team KPI Description
First Post Resolution Percent of posts resolved in social media on first response
Redirect Rate Percent of responses that redirect customers to private conversation such as chat or voice
Transfer Rate Percent of responses that are transferred to another department
Source: http://www.telusinternational.com/social_care_metrics
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BP#2: Establish Social Media Metrics
C. Effectiveness Measures
Social Team KPI Description
Reach Number of people who could possibly read the agent’s response
Influence Number of people who are connected to the reach audience
Amplification Percent of responses that are transferred to another department
Source: http://www.telusinternational.com/social_care_metrics
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BP#3: Build A Social Customer Profile
Source: http://blog.nielsen.com/nielsenwire/social/
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BP#3: Build A Social Customer Profile
Source: http://blog.nielsen.com/nielsenwire/social/
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BP#3: Build A Social Customer Profile
Source: http://blog.nielsen.com/nielsenwire/social/
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BP#4: Follow Social Media Etiquette
• Be personable & conversational
• Limit self-promotion
• Keep your content short, concise, scannable
• Implement social sharing buttons
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BP#5: Measure Feedback & Optimize
• Establish a social analytics dashboard
• Limit number of key performance indicators
• Focus on actionable recommendations
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The Downside
• Keeping up with the crowd is challenging (biggest influences are likely to be earliest adopters)
• Responding to all the channels is hard and time consuming
• It’s not going to get any easier
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The Upside
• Most complaints focus on several issues: waiting on hold, frustrating phone menus, being transferred between agents, having to repeat information, rude agents, etc.
• These issues are fixable!
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Summary of Best Practices
1. Identify the right channels
2. Establish social media metrics
3. Build a social customer profile
4. Follow social media etiquette
5. Measure feedback and optimize
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6 Steps to the Ultimate Social Contact Center
Whitepaper Download
fonolo.com/download/whitepaper/ultimate_social_contact_center_how_to_guide/
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How Fonolo Can Help
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Visual Navigation
Fonolo takes the company's existing phone-based process...
…and replaces it with an intelligent visual interface…
…presented on their web site or
mobile application.
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Virtual Queuing
• Everybody hates waiting on hold.• It’s a “lose-lose” approach to queuing.
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What Is Virtual Queuing?
• Queuing is necessary… waiting on hold is not
• An obvious but elusive idea:“Call me when an agent is available.”or“Take a number.”
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VQ – Fonolo’s Approach
Works independently of the call center
Cloud-based
Visual interface
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Pre-Call Questions
“Can I have your customer ID?”
“Do you have a reference number?”
“Please read out the tracking code…”
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The Current Approach
Callers are forced to repeat informationThe “data pass-through” problem(“I already gave that info to your system!”)
Agent’s time is wasted waiting for a caller to find informationUse the queuing time constructively
Agent’s time is wasted trying to communicate data“Was that 15 as in one-five or five-oh?”
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Fonolo’s Approach
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Making Social Media Work In Your Favor
1) Fix common flaws people complain about (phone menus, waiting on hold, agent attitudes.)
2) Make it easy for people to provide feedback (so they aren’t driven to “tweet rage”)
3) Adopt new technologies that will impress customers (leading to positive posts).
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Fonolo Can Help …
1) Fix common customer service flaws that lead to negative social media commentsa) Visual navigationb) Virtual queuingc) Pre-call questionsd) Post-call surveys
2) Deliver ROI in the call center
3) Integrate with your business …a) without changing call center equipmentb) without major agent trainingc) regardless of multi-site/outsourcing arrangement
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Questions?
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How to Reach Us – Setup A Free Trial
Shai Berger, CEO416.366.2500 [email protected]
Chris McLean, Director of Sales416.366.2500 [email protected]
@fonolo
fonolo.com/blog
facebook.com/fonolo
linkedin.com/company/fonolo
