The Customer Show - 2011- Enhancing customer service and experience through social media

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Enhancing customer service and experience

through social media

Listen. Learn. EmPower

Neelesh Sali Sr. Director – International Business

www.scgqi.com

www.empowerresearch.com

Sanjay Deshmukh Vice President – SCG QI

Arabic is the

most spoken

language on

the web

01 02 03

04

05

06

07 08

09

10

The fastest growing

internet region in the

world at

2,260%

growth (2001 – 2010)

20% of the population

use internet

Customer participation in Social Media is on the rise

12 Million new users every year

Hawaa

World

has a new

user

registered

every 3

minutes and

more than

61,000 posts

every day

Qatar has world’s

highest facebook penetration

100,000,000 Searches in

Google,

daily by

users in

Arab world

Sources: Discover digital Arabia, n2v.com

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3 3 Listen. Learn. EmPower EmPower Research LLC. All Rights Reserved. SCG QI. All Rights Reserved.

...and so are social media applications for customer service

of the surveyed senior

executives indicate that

social media is currently

a part of their customer

care operations

52% of senior executives see

social media as a way to

garner customer input

and insight on products

and complaints

57% 36% of executives

mentioned that they

measured the value of

its social media program

for customer care

36%

A survey of C-level executives from Capgemini presents some interesting insights

on how businesses and senior executives perceive social media in parlance of

customer service

Source: http://www.us.capgemini.com/news-events/press-releases/capgemini-survey-reveals-the-rising-importance-of-social-media-t/

WHAT THEY DID

Lenovo used social media to help them learn, from the customer's

point-of-view, the top issues with service, product features, functions,

delays in shipments; all from a global perspective

HOW IT WORKED

By providing feedback from customer service teams to product

development and engineering, Lenovo was able to reduce the volume

of service calls

Along with better customer service, it can even drive efficiency and

business profitability

THE BUSINESS IMPACT

20% decrease in service call volumes, increase in customer service

agent productivity and a shortened product problem-resolution cycle


Source: Forrester Research

Organizations today need an actionable framework that responds to

customer sentiments, requests and unmet needs proactively


Tools for aggregating

customer chatter across

channels

Methodology and

processes to action on

customer services

Monitoring and tracking of

performance of actions

undertaken


Such a framework can be used to tap into the following

opportunities

ONGOING TRACKING

– Top Themes

– Social Media Referrals

– Sentiment Analysis

– Channel breakout

– Share of voice

– Top Influencers

– Potential Advocates

REAL TIME ALERTS

– Customer Service

– Negativity

– Critical Issues

– Customer Delight

– Engagement

– Sales Opportunity

– Reputation


How to enable this framework : bringing disparate sources to a

common analysis platform

Data Sources

Social

Media

Chatter

Internal

Service

Data

CSAT

Surveys

Data Processing

Data

Analysis

Data

Modeling

Human

Analytics

Data Transformation

Convert Unstructured

Information To Structured

Data

Insights

• Leverage the knowledge

held, created, shared by

stakeholders

• Normalizing parameters

across Reports, Regions

and Categories


The mechanics behind the framework

Identify Sources

E-mails Forums Blogs IVR Data

Aggregate

Qualify

Tag

Filter Analyst driven

application of business

rules for service alerts

Rules Engine

Customer

Engagement

Continuous Tracking

Sentiments Perception Consideration Service

Issues

FEED

BA

CK

Case study: mapping customer service perception using social

media across the service life cycle

Impact

Customers experience

improved by 38%

Client

One of world’s top

Telecom company

Their need

To be recognized as the best

customer experience provider

Solution

Map current customer service

perception across the service

lifecycle to identify areas for

improvements

P R E - O R D E R

Issues understanding accent on

Indian call centre service

representatives

D E P L O Y M E N T

Agents not keeping

customer informed on

deployment visit time

U S A G E

Slow speed, abrupt

disconnection, poor customer

service and faulty billing etc.

annoyed several users

F A U L T R E S O L U T I O N

Agents struggled to

understand the nature of fault

leading to slow resolutions

Sales alerts Service alerts

Case study: alert mechanism for better handling of customer

service queries and sales opportunities

Client

Global leader in data

storage solutions

Their need

Utilizing online queries for sales

and service fulfilments

Solution

Monitor technology forums

and define rules for auto alert

mechanism

Impact

Client C-SAT went up by

a staggering 42%

ENABLE ACTION

Engagement alerts

Determine

Pain areas related to customer services

The most important product attributes for

exceeding end user expectations

Develop

Strategies that addresses enduring

customer service needs and expectations

0

400

800

1200

1600

27 May 30 May 02 Jun 05 Jun

Case study: tracking and responding to customer service issues

by monitoring company fan page

Client

A leading financial

services company from US

Their need

Track customer issues by

monitoring fan page and

provide warnings on emerging

negativities

Solution

A rule base alert mechanism

which provides alerts on service

issues faced by customers

Impact

Reputation index saw

jump of over 56%

REPUTATION SCORE vs. COMPETITOR

ENGAGEMENT INDEX

Proactive service

engagements increased by

over 200%

RECOMMENDATION INDEX

61% users recommended

client services owing to its

proactive engagement

Case study: understand voice of your customers by integrating

internal data with community based listening

Impact

3 major CE improvement

areas were identified

Client

Global leader in

currency cards

Their need

Quantify customer experience

and identify improvement

areas

Solution

Integrate internal IVR, sales,

service data with social media

feedback

30%

48%

26%

58%

33%

59% Service

Security

Respect

Safe

transactions

won customer

confidence

Unhappy about

verification

charges

premium

cards

provided

were

admired

Sentiments (%)

Client Competitor


Benefits of listening social media led framework over traditional

customer research frameworks

QUICKER TURNAROUND

Faster turnaround to issues

reported on online forums

PRODUCTIVITY

Proactive engagements will

reduce incoming service calls

COSTS

Lesser service calls will lead to

cost savings

OPPORTUNITIES

Online opinions can help

Identify unmet customer needs

ALERTS

Social media sentiments can

act as an early warning system

REPUTATION

Better reputation management

owing to proactive approach

EmPower Research LLC

404 E. 79th St.

Suite 16E

New York, NY 10075

Tel : +1 646 435 0030

Pharmaceuticals

Health Care

Advertising Communications/

Public Relations High Tech/

Telecom Retail/CPG Financial

Services

Disclaimer: The data presented in this presentation is collected

from publically available resources. EmPower Research or SCG

doesn’t take any responsibility on the authenticity of the data

disclosed in this presentation and outcomes of decisions taken

based on such data by the recipient of this presentation.

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Tel: +971 4 3912313

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