Integrating social customer service into your omni channel strategyv2

Integrating Social Customer Service Into Your Omni-Channel Strategy

I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l© Brainfood Consulting 2016 2

The aim of omni-channel design isan engagement experience that works

in any given customer situation

A Definition


AssistedService

DemandFailure

The Outcomes - Current Engagement Mix

SelfService

ProactiveService


AssistedServiceDemand

Failure

SelfService

ProactiveService

The Outcomes - Target Engagement Mix


• Separate Channel Owners• Digital v Voice• Teams across Sites• In-house v Partner

The Issue


Typical Market Positioning

The Outlook For Social


Social - Part of Digital


“Social Is The Soul Of Digital”

...Becoming Too Tech Heavy


Visibility Raises Tactical Responsiveness


1 s t Rea l T ime Co rpora te M i r ro r

Fixing Stuff - Still Mainly Unexploited


Are We Learning?


But The Tools Are Now Here


Social = Smartphone Apps


Where Next?


“IM could become the platform that replaces the browser… …soon our first entry point for buying things, ordering things, customer service, is likely to be an IM platform with companies bolting into the back end of the messaging experience”

SVP, Strategy & Innovation @ Havas Media

Takes Social Care Mainstream?


Is 1:1 Messaging Still Social?


Conclusions

Rapid consumer adoption of mobile behavioursis changing the character and channel mix

of social customer service

Omni-channel - It’s About Choice


Real Time Delayed

Live Automated

Restricted Unlimited

Public Private

Which Channel?

Advisor

Intelligent Assistant

IVR

Mail/Email

Chat/Messaging

Social

App

Search/FAQs

Visual Advisor

Voice - Text - Video

A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E©Brainfood Consulting 2016


Which Device(s)?


Advisor


IVR

Mail/Email

Chat/Messaging

Social

App

Search/FAQs

Visual Advisor



Where Does Social Fit?


Not Forgetting Online Communities

Advisor


IVR

Mail/Email

Chat/Messaging

Social

App

Search/FAQs

Visual Advisor



P hy s i c a lD i g i t a l


“In 2011, TD was the first bank in Canada to offer customer service 17 hours a day, seven days a week through a dedicated North American Social Customer Service team on Twitter and Facebook

In addition to today's launch of Messenger, earlier this year TD launched texting as part of Social Customer Service, TD Helps (the TD online advice community) and TD Live Chat on tdcanadatrust.com where customers are able to start a real-time conversation”

.

“We are making it easier than ever for customers to connect with a TD specialist anytime”

Omni-Channel Mindset






It’s About Appropriate Choice


…In A Mobile Context

Choose Your Service Choose Your Channel Choose Your Time

Customer experiences greater choice in the workflow

Designing Omni-channel Experiences


Customer JourneysDigital Profiles

Design Inputs

Channel Attributes



Design Inputs

Channel Attributes


Think digital competencerather than generation

The Journey To Digital


Digital Profiling

Do you know how fast your customers are adopting new digital behaviour?


The ABC of Digital ProfilingP h a s e o n e• Collect public domain research

Where are your customers on their personal digital journeys?


Input: Public Domain Research

OFCOM The Communications Market Report 2015

2013 2014Number of 4G mobile subscriptions 2.7m 23.6m



OFCOM The Communications Market Report 2015

2013 2014Proportion of online adults who use social networking sites

66% 72%




Where Service Journeys Start


The selling process is giving way to the buying process

Source: 2013 Corporate Executive Board study of more than 1,400 B2B customers

The B2B Customer


Same Trends In B2C


P h a s e o n e• Collect public domain research• Add own research to fill in the gaps

The ABC of Digital Profiling


P h a s e t w o• Analyse by demographics & any other available metadata• Group customers by digital competency

• From ‘conservative’ to ‘progressive’



P h a s e t h r e e• Apply to your service strategy

• Should we be investing in a mobile service app yet? • Is social customer service relevant to this segment?• Will enough customers be able to mobile stream ‘how to’ videos to

justify as pilot?




Design Inputs

Channel Attributes

45I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l

© Brainfood Consulting 2016

Use outside-in thinking

Design Principle



Think journeys not channels

Design Principle


Channel Choice Is Mainly Generational

Urban Legends


In Most Cases…


When asked to rank what ’s important when they interact wi th an insurer, the top preferences are

• Ability to speak to a live person 42%• This goes up to 51% for female Millennials

But In Other Cases…


P r o b a b l y t h e m o s t i n fl u e n ti a l i s t h e t y p e o f t a s k• Is it easy or complex to complete?• Does the customer feel expert or novice trying to deal with it?• What emotions are associated with the task?• How important is the task in terms of getting it done

fast/accurately/effortlessly?

01.05.2023 Intelecom Footer

What Drives Channel Choice?



O n l i n e s e r v i c e w i l l r e p l a c e t h e c o n t a c t c e n t r e

T h e p h o n e i s l e ga c y, d i g i t a l w i l l r e p l a c e i t

Pe o p l e w i l l pr e f e r t o e m a i l t h a n p h o n e

Pe o p l e w i l l pr e f e r t o c h a t t h a n e m a i l

Pe o p l e w i l l pr e f e r t o t w e e t t h a n c h a t

Ev e r yo n e j u s t wa n t s s e l f s e r v i c e

M i l l e n n i a l s h a t e t h e p h o n e

Accepted Wisdom



Channels MultiplyThey Seldom Die

Design Principle


Why Channel Shift Design Is Flawed

Between doing what you (the customer) want and what a brand wants you to do, who is going to win?



Right channel mix is based on understanding customer tasks

Design Principle

I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l© Brainfood Consulting 2016 <#>

• Is this a well understood, low value service task? • Prioritise ‘low effort’ and ‘speed of resolution’ as the main

drivers of customer satisfaction in this particular customer journey

• Can shortcuts be introduced for power users?

Service Design Thinking


• Is this a complex issue in which the type of service needed is not initially obvious to the customer, so menu choice is not so straight forward?

• Embed ‘easy to access’ help and context driven prompts to help find the right qualified resource



• Is this an interaction triggered from some prior failure caused by the organisation?

• Is the customer already emotionally stressed and in a mood for an argument? • For example, unexpected charges on a regular monthly bill or an aborted

online experience that was deeply frustrating• How can we signal recognition of their state and an appropriate

escalation path?



• Is the customer being presented with a self service routine that requires access to certain information to complete the service task?

• Something which the average customer is unlikely to have memorised? • How can we make the customer made aware at the earliest possible

point to avoid later frustration?




Design Inputs

Channel Attributes


f2f

video

voice

text

C o m m u n i c a ti o n B a n d w i d t h

B o d y l a n g u a g e f e e d b a c k

Fa c i a l f e e d b a c k

To n e o f v o i c e f e e d b a c k

F u l l

N a r r o w

C o m m u n i c a ti o n T r a d e - o ff s

Communication Hierarchy


Messaging Is More Than Text!





High value salesWhen trust in brand flows from

trust in individual

Video Strengths


Fa c e b o o k L i v e M e e r k a t P e r i s c o p e B l a b

Video Is Hot74% of brands embed videos in their Facebook posts62% embed videos in their tweets



S C E N A R I O S

When it’s complex

When its emotional

When it matters

E X A M P L E

Problems

Complaints

Retention

Voice Strengths





S C E N A R I O S

Explanations

Simple advice

Escalation

E X A M P L E

How to do something

Where to find something

From self service to live

Text Strengths

Advisor


IVR

Mail/Email

Chat/Messaging

Social

App

Search/FAQs

Visual Advisor



I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l© Brainfood Consulting 2016

Social Self Service


Self Service Trends



“Amelia doesn’t have just an IQ, she has an EQ as well. She is equipped to sense human emotions and respond appropriately”

Virtual Assistant


w a t c h e s & l e a r n s

Virtual Assistant


How can I help you?

Twitter Based Virtual Assistant ?


Rise Of The Bots“Unlike other AI-based services in the market, M can actually complete tasks on your behalf. It can purchase items, get gifts delivered to your loved ones, book restaurants, travel arrangements, appointments and way more.”


SE Communications

Build In Escalation To Live Assistance

Omni-Channel Summary


AssistedService

DemandFailure

The Outcomes - Current Engagement Mix

SelfService

ProactiveService


AssistedServiceDemand

Failure

SelfService

ProactiveService

The Outcomes - Target Engagement Mix

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Integrating social customer service into your omni channel strategyv2