Social Media and Customer Service

Social Media and Customer Service

A discussion

July 2012

Paul Scott [email protected]

mailto:[email protected]

Saturday 8 April 2023 2© Merchants

Content

• What is Social Media?

• What are its applications?

• What’s relevant to our clients?

• A Social Media Maturity Model

• Metrics


Context: Social media is opening up new and exciting customer contact channels

The purpose being to:

• Understand how mature your organisation is in social media

• What Merchants can be doing to ensure we

are seen as part of the solution rather than

part of the problem


One definition of social media…


…here’s one view of what’s out there

streaming platforms

commerce platforms

blo

gg

ing

pla

tform

s

community platforms

an

aly

tics

search and browsing

contentcurator

applications

url shorteners

bu

sin

ess

so

ftwa

re

mo

bile

ap

ps

ga

min

g

photo sharing

contentsharing

soci

al a

dve

rtis

ing

pla

tform

s

social brand engagementso

cia

l me

dia

pla

tform

s

social intelligencesoci

al s

corin

g

social referral

soci

al d

ata

soci

al a

dve

rtis

ing

social ad network

soci

al n

etw

ork

s

soci

al s

ho

pp

ing


Interact

Push

Pull

How can we use social media platforms?

Informwith insight

Seek helpin return for…

Invite toparticipate in …

Celebrate oracknowledge

Researchwith insight

Alertwith context

Monitor forintelligence

Gather contentfor re-use


Social is findingnew and innovative applications, daily

Keeping pace with this ever-evolving media

requires dedicated focus

In the customer management domain, social media is being applied to everything

from peer-to-peer helpto sales and even retention activity

There is a plethoraof tools available

to help organisations harness the randomand often confusing nature of this media

Ways of using Social Media

Socialmedia


Social is findingnew and innovative applications, daily

Keeping pace with this ever-evolving media

requires dedicated focus

In the customer management domain, social media is being applied to everything

from peer-to-peer helpto sales and even retention activity

There is a plethoraof tools available

to help organisations harness the randomand often confusing nature of this media

Ways of using Social Media

Socialmedia

Shareinformation

Research

Complain

Get help

Connect tocommunities

LearnAdvertise

Blog

Shop

Game


We’re focusedon a few of these

areas initiallywhich tend to be

directly associatedwith contact centres

and customer management

Applications in Contact Centres

Socialmedia


We’re focusedon a few of these

areas initiallywhich tend to be

directly associatedwith contact centres

and customer management

Applications in Contact Centres

Socialmedia

Shareinformation

Research

Complain

Get help

Connect tocommunities

LearnAdvertise

Blog

Shop

Game


Merchants usesa maturity model

to determine wherean organisation isfrom a capability

perspective

We have adaptedour own CCDMfor this purpose,as this models

customer managementin the contact centre

domain

This helps organisations benchmark themselves, identifies quick wins and areas for improvement

Our maturity model helps client on their journeyto combine digital

and voice channelsto deliver an exceptional

customer experience

A Maturity Model for Social MediaS

tra

teg

ic i

nte

nt

Inn

ova

teD

rive

Co

ntr

ibu

teE

ng

ag

eC

on

tain

Reactive Basic Coordinated Integrated Optimised

Operational capability

Ad-hocresponse

Listeningand building

SM maps

Traffic captured, prioritised and responded to

in contact centre

Reportingin place

Part ofmulti-channel contact centre

platformwhich includes

externaldelivery sources

Creatingnew customer management

platformswithout

organisational boundaries

Resourcesdrawn from

combined internal and external

delivery teamsConstrain corporate and individualengagement

Understand and put into context

Planned engagement, resourced monitored and managed

SM part of multi-channelstrategy with ROI and integral to

Customer Experience Management

Customer interaction evolving with customer demand in real time

Customer Employees Organisation

Technology

Business


Social Media Maturity Model | 1 of 2

Basic Coordinated Integrated Optimised

Listening, some presence but no coordinated response

Participating monitoring and responding with governance in place

Sharing across channels and platforms, selling serving and innovating

Delivering measurable economic value and recognised as socially significant

Employee

Social media Competence

Have a Facebook page for personal use. Not encouraged to use Social media in a work context

Community based engagement, where themes and special interests drive engagement

Part of a corporate specialist team, called on to proactively engage on topics

Strategic role to drive customer loyalty or CLV

Content Management

Push content only on a wide variety of topics

Marketing or CS managing centrally

Pull activity to support outbound activity

Push and Pull activity integrated to multiple sources internally and externally

Cultural integration

A few early adopters and evangelists

Centralised specialist team Integrated to other customer management teams

Enterprise-wide all employees empowered to contribute

Organisation

Community management

No formal management, left to individuals to self manage

Proactive and explicit by a central or local resource

Integrated across the Enterprise, delivering Social Customer Care

Forms part of the Customer and Staff Engagement Strategy managing Peer to Peer

Policies and Procedures

No formal policies in place Documented but not enforced- restrictive

Fully documented and adopted to facilitate social media usage

Policies enable development and adoption of social media

Metrics and Measures

Not measured, but statistics produced ad hoc

Ad-hoc project based measurement

Centralised measures using web tools

Enterprise-wide measures and metrics which form part of daily Customer Interaction Management reports


Social Media Maturity Model | 2 of 2






Technology

Architecture Open source, not using corporate standards

Enterprise tools in isolated areas Enterprise platform integrated to cloud services

Strategic, on demand, customer centric, Cloud or SaaS-based

Tools Self service, internet, outside firewall

Standard, IT approved list of best in class products

Apps and Services relevant to evolving needs

Inside the firewall, Enterprise developed

Connected-ness

Standalone Low-level ad hoc Multi-channel connectivity Internal and external channels fully integrated

Business

Vision & Strategy

None, low awareness and not seen as a strategic imperative

Departmental or central team define CS or marketing objectives

Business Unit or division incorporate social media into business strategy

Social media seen as a strategic imperative, delivering tangible returns

Leadership and Commitment

Bottom-up a few enthusiasts Functionally-led with proactive development

CMO or CSD lead and visibly lead social media strategy

CEO seen as social media leader in your industry

Governance No formal governance, but employees operate under corporate communications rules

Marketing or CS publish guidelines but not rigorously enforced

Part of overall customer management and communications governance process

Self governing as whole Enterprise understands the value, do’s and don’ts


Customer management social media maturity






Metrics

# followers and friends # links visited # registrations/referrals # converted leads

# posts and tweets # enquiries/responses # leads/prospects # customers retained

# policy violations # downloads % reach (share of voices) £ of customers won

# issues/problems £ costs saved

# mentions/re-tweets

# comments

Documents

Social Media and Customer Service