Social business digital business social media customer service

CUSTOMER SERVICEAND THE CUSTOMER EXPERIENCE IN THE

DIGITAL AGE

Robert Sullivan, MA, MBA, FIstLM, FRSA [email protected]

COPYRIGHT SERVICES GROUP - [email protected] - CONTACT US

CONTENT•CONTEXT•CUSTOMER SERVICE EXCELLENCE (CSE)•INSIGHT & PERSONALISATION•CUSTOMER ENGAGEMENT•CULTURAL CHALLENGES•OVER ARCHING THEME – ITS ABOUT CULTURE & PEOPLE!


BACKGROUND•CIVIL SERVICE•UNIVERSITY OF PAISLEY QUALITY CENTRE – IQA CENTRE OF

EXCELLENCE & OTHER UNIVERSITIES INTERNATIONALLY• ELEARNING INTERNATIONALLY•DBS CONSULTING GROUP•SERVICE QUALITY AUDITING• TRAINING AND TEACHING GLOBALLY


WHO WE WORK WITH ….


GOOD CUSTOMER CARE/ QUALITY•CUSTOMER•CULTURE•COMMUNICATIONS•COMMITMENT•COMPREHENSION•CONTINUOUS IMPROVEMENT/ INNOVATION?•COST


CUSTOMER SERVICE EXCELLENCE MODEL


5 DIMENSIONS OF QUALITY (SERVQUAL)

1.Responsiveness2.Assurance3.Tangibles4.Empathy5.Reliability


MANAGING EXPECTATIONS & PERCEPTION

Expectations

Perception

The Quality Gap


THE IMPORTANCE OF INSIGHT - THE CAR HIRE !


PERSONALISATION•WE CAN CHOOSE THE SEATS, WHEELS, COLOUR OF OUR CARS•WE CAN SELECT THE CARE THAT WE/ OTHERS RECEIVE UNDER

SELF DIRECTED SUPPORT•ORGANISATIONS NEED TO TRULY UNDERSTAND OUR NEEDS AND

PREFERENCES• THEY SHOULD NOT GUESS OUR NEEDS AND PREFERENCES•GOOD ENGAGEMENT/ COMMUNICATIONS AND ACTIVE LISTENING

IS NOW A NECESSITY•WE LISTEN AND WE PROVIDE TAILORED SERVICES RATHER THAN

DEVELOP A GOOD/ SERVICE AND THEN ADVERTISE ITCOPYRIGHT SERVICES GROUP - [email protected] - CONTACT US

CUSTOMER ENGAGEMENT


“”

AT PRESENT WE SEND OUT SURVEYS, HOLD FOCUS GROUPS

AND ASK CUSTOMERS ABOUT OUR CURRENT GOODS AND SERVICES.

WE ARE DRIVING OUR BUSINESS LOOKING IN THE REAR- VIEW

MIRROR.


“”

IT IS ALL ABOUT CUSTOMER ENGAGEMENT BUT THEY

DETERMINE WHEN AND HOW THEY WANT TO BE ENGAGED

WITH


“”

YOU NEED TO BE WHERE YOUR CUSTOMERS ARE

'PHYSICALLY' AND EMOTIONALLY


VOICE OF THE CUSTOMER•SOCIAL BUSINESS ALLOWS US

INSTANT ACCESS TO THE 'VOICE OF THE CUSTOMER‘•THE WEB GIVES US BIG DATA

THAT CAN BE USED TO PROVIDE APPROPRIATE GOODS/ SERVICES


CHANNELS


CHANNEL CONGRUENCETHE CHANNEL USED SHOULD 'FIT' THE SITUATION & CUSTOMER PREFERENCES• WOULD WE TEXT SOMEONE TO TELL THEM THEY ARE FIRED?• WOULD WE TWEET TO SOMEONE ABOUT THE DEATH OF A NEAR RELATIVE?

IT IS ALL ABOUT SOCIAL, ABOUT PEOPLE, ABOUT EMPATHY

CUSTOMERS LIKE TO FEEL RESPECTED AND LOVED


THE OLD WAY

SALESLOGISTICS

/DELIVERY

AFTER SALESFINANCE COMPLAIN

TS

?COPYRIGHT SERVICES GROUP - [email protected] - CONTACT US

THE 'NEW' WAY

PHONEVISIT

SHOP OR OFFICE

FACE BOOKTWITTER INSTAGRA

M

?COPYRIGHT SERVICES GROUP - [email protected] - CONTACT US

THE 'THIRD' OR 'BETTER' WAY

PHONEVISIT

SHOP OR OFFICE

FACE BOOKTWITTER INSTAGRA

M?

THE CLOUD

OTHER CHANNEL


CULTURE'IT’S THE WAY WE

DO THINGS AROUND HERE'


THE SECRET OF THE FAMILY ROAST


CHANGE NEEDS BOTH DIRECTION AND EFFORT

ICE CUBE DIAGRAM


'FOR THINGS TO CHANGE

YOU HAVE TO CHANGE'

JIM ROHN


WHY FEAR SOCIAL MEDIA ETC?•FAILURE - PUBLIC

•ERRORS- PUBLIC

•ACCOUNTABILITY- PUBLIC

•RESPONSIBILITY- PUBLIC


CHANGE MINDSET1. EDUCATION2.RECRUITMENT3.REWARD & RECOGNITION

SYSTEMS4.CONTINUOUS

PROFESSIONAL DEVELOPMENTCOPYRIGHT SERVICES GROUP - [email protected] -

CONTACT US

THE FUTURE• WEBCHAT• MOVE TOWARDS MORE CUSTOMER 'COMMUNITIES'• MORE ENGAGEMENT – WANTED OR NOT!• OTHER CHANNELS WILL REMAIN – WE NEED TO KNOW OUR CUSTOMER AND PROSPECTIVE

CUSTOMERS• MORE PUBLIC SECTOR/ GOVERNMENT USE OF SOCIAL CHANNELS – SLOWLY!• INSTANT 'GRATIFICATION' – COMPLAIN ABOUT THE STORE ON TWITTER WHILE IN STORE USING

THEIR FREE WIFI• INCREASED CUSTOMER EXPECTATIONS• GREAT OPPORTUNITIES TO GET 'THE VOICE OF THE CUSTOMER'• OPPORTUNITIES TO INCREASE 'SELF – SERVICE‘ AND ‘SELF’ OR ‘COMMUNITY HELP’


WORK WITH US• ROBERT PROVIDES KEYNOTE AND CONFERENCE SPEECHES GLOBALLY – CONTACT US FOR

INFO/ RATES & AVAILABILITY• WE PROVIDE LECTURES TO BUSINESS SCHOOLS INTERNATIONALLY– CONTACT FOR INFO• WE HAVE E-LEARNING IN ALL ASPECTS OF BUSINESS INCLUDING DIGITAL/ SOCIAL BUSINESS-

CONTACT US• WE PROVIDE FACE-TO-FACE TRAINING FOR CORPORATES INTERNATIONALLY• WE PROVIDE CONSULTANCY TO HELP CLIENTS BIG AND SMALL IN COUNTRIES ACROSS THE

GLOBE ------- ASK US FOR INFO – CONTACT DETAILS ON NEXT SLIDE --------


CONTACT• EMAIL: [email protected]• DIRECT: +44 (0)7821 694 871• LINKEDIN: ROBERTSULLIVAN1• TWITTER: @ROBERTSULLIVAN


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