5 Steps to Building a Social Customer Service Team

Michael Pace

Twitter: @mpace101

The choice is yours:

Stand firm against the Social Media wave or

Pick up a surf board, paddle out, ride, & thrive

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn & Google+

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

Slideshare: http://www.slideshare.net/mpace101

Introductions

Session Agenda

1. Why do I need to invest here

2. 5 Steps to Develop Superior Social Customer Service

3. Objectives & Metrics

4. Hiring & People

5. Sharing experiences and Q&A

Twitter: @mpace101

Twitter: @mpace101

The time to change was yesterday; the time to wake up is now

Twitter: @mpace101

The time to change was yesterday; the time to wake up is now

Social Today>1.5 BILLIONNumber of Social Networking Users Globally

80 %Proportion of Users Who Interact with Social Networks Regularly

90 %Proportion of Companies Using Social Tech.That Report Benefits From Them

28 HoursTime Each Week Spent by Knowledge Workers Writing Emails,Searching For Info, and Collaborating Internally

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McKinsey Report

The Potential$900B – 1.3TrillionAnnual Value That Could Be Unlocked by Social Tech. In The Top 4 Business Sectors

1/3Share Of Consumer Spending That CouldBe Influenced by Social Shopping

2XPotential Value From Better Enterprise Communication & Collaboration

20-25%Potential Improvement Possible InKnowledge Worker Productivity

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McKinsey Report

If You Still Don’t Believe

So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.

Kaiser Family Foundation – Jan 2010

More than ½ of the world’s population is under 30 … which means they don’t know life before the internet.

Socialnomics

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The Conversation is Happening ….

Now What Do I Do?

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It’s not easy …

And may feel like a scuba diver spinning a battleship Twitter: @mpace101

5 Steps to Success

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5 Steps to Success - #1Get Yourself Involved

Twitter: @mpace101

5 Steps to Success - #1Get Yourself Involved

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Aggregators & Curators

5 Steps to Success - #1

Get Yourself Involved – Other Resources

4Online Communities

4 The Community Roundtable - http://community-roundtable.com/

4www.socialquickstarter.com

4www.Hubspot.com

4 Online Chats – such as #custserv (Tues. at 9pm ET) or #CXO (Mon 12pm ET)

4Invest in a Smart Phone

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5 Steps to Success

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CultureEats Strategy

For Breakfast …Twitter: @mpace101

…But Breakfast is

the most important meal of

the dayTwitter: @mpace101

Cul

5 Steps to Success - #2

Know Your Business Strategy

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Cultu

reCulture

Critical to Quality

Industry Best Practices

Where are your customers?

5 Steps to Success - #2Know Your Business Strategy / Customers

Determine what is most important to your customer

Socially, Physically & Mentally

By Vertical or Type of Customer

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5 Steps to Success - #2Know Your Business Strategy / Who’s Involved

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5 Steps to Success - #3Listen to Your Customers

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5 Steps to Success - #4Customer Conversation

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Inbound

OutboundKnow Your Customer

Acknowledge +/-

Be Transparent & Human

Keep Online/Offline/

Near-Line

Ask Them Questions

Provide Edu-taining Content

Product/System/Service

Updates

Leverage Marketing &

Support Portals

5 Steps to Success - #4Customer Conversation

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5 Steps to Success - #4Customer Conversation

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5 Steps to Success - #5Capture Info & Catalog

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Keep It Simple SillyExisting CRM / SCRMBusiness Case for Tools

Focus on metrics that matter

Focus on objectives

VOC Tool

Provides the narrative to executives

Objectives & Metrics

Business Metrics Learning Agenda

4Engagement4CLTV

4C-Sat

4Other Key Metrics4SLA’s4Connection growth4Production

4Scale

4Content Management

4X-Dept Interactions

4People

4Infrastructure

Twitter: @mpace101

Twitter: @mpace101

Support

Loyalty

Advocacy

Awareness

Consideration

IntentPurchase

Acquisition

ARPU / Profitability

Retention

The Funnel & Customer Life Time Value

Objectives & Metrics

Objectives & Metrics

Business Metrics

Acquisitio

n

Retention

Aver. Revenue / Customer Profi

tability

Customer Life Time Value

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Objectives & Metrics

Example from Constant Contact in 2010: Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126)

Business Metrics – Acquisition & Retention

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Objectives & MetricsBusiness Metrics – ARPU

Sell

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CUSTOMER EDUCATION

Create Content

Curate Content

Repurpose Content

Blogs

Community Posts

PDF’s

Videos

Webinars

LIP Seminar Listings FAQ’s

Podcasts Guides

Objectives & Metrics

Business Metrics – Customer Profitability

Channel Cost Per Interaction Insource

Cost Per Interaction Outsource

Phone (10 min) $12 $7.20 Email $6-8 $4.20Chat (6 min) $7-8 $4.50

Twitter* (2 min) $2.40-$2.50Community Nominal

*Only 1/12 interactions required a change in channel

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Objectives & Metrics

Learning Agenda

Scale

Content Management

X-Dept Interactions

People

InfrastructureTwitter: @mpace101

Hiring & People

Channel Attributes

In Person 1 to 1+, Face to Face Visual presentation & interaction Immediate responses are critical Quality of written responses typically less important

Phone 1 to 1 voice conversation Improved with personal connection, tone important Near immediate responses improve satisfaction

Email 1 to 1 digital conversation Persona driven by written word Between 2-24 hrs is expected turn around time

Chat 1 to 1 digital conversation Typically a casual conversation, short responses & grammar less critical Immediate responses are critical

Traditional

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Hiring & People

Responsibilities:•Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.) for customer service related inquiries, complaints, concerns

•Organize customer service inquiries, concerns, and responses for record and reference track the types of questions that appear on social media outlets

•Distribute and/or partner with various internal resources to ensure social media generated issues are resolved and communicated

•Partner with various internal (possibly external) resources to update customers on promotions, technical advancements, general content, issues or changes

•Facilitate the Voice of the Customer (Social Media) to various internal departments and individuals to enhance the customer experience and product strategy

Social Support

Twitter: @mpace101

Hiring & People

Qualifications:•Excellent writing and phone skills

•Strong grasp of the structure, purpose, and tone of social networks

•Ability to think quickly, and formulate responses within a short turnaround time

•Ability to communicate on social networks in a professional, yet personable, way

•Flexibility

•Comfortable presenting organization’s values, positioning and persona potentially to the entire social universe

•Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock Your Socks Off Service

Social Support

Twitter: @mpace101

Sharing experiences and Q&A

Twitter: @mpace101

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn & Google+

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

Slideshare: http://www.slideshare.net/mpace101

Introductions

• The Pace of Service - http://thepaceofservice.com/• Five9 -http://www.five9.com/call-center-software/social-customer-

service.htm• McKinsey Report -

http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy

• The Community Roundtable - http://community-roundtable.com/• www.socialquickstarter.com – Constant Contact

References

Twitter: @mpace101