Luke Brynley-Jones

The Rise of

Social Customer

Service

Customers are

engaging with

brands

Source:

Fishburn Hedges & Echo

“The Social Media Customer” May 2012

Poll of 2,000 UK consumers

Brand Interaction

Customers

expect support

Research: Eptica Multichannel Study 2012

Customers Are Learning

Source: UK Consumer Advice Site

Service Follows Sales

• 12 of the top 20 Facebook pages (UK Retailers) are

actively selling to followers from the site

• Either directly or by pushing users back to product pages

on websites eDigitalResearch’s Social Media Benchmark July 2012

They Breathe It

Tweets

about the

London

riots

reduced 999

waiting

times from

41 seconds

to 0

seconds

300,000

customers

were

reached

54,000 calls

are

deflected

from call

centre each

month via

social media

Multi-Lingual Help

Human Chemistry

NPS score

Fragmented CX

Integrated CX

Resourcing Failures

Giff Gaff

8 hr outage

16.3.2012

Eurostar

Train

5.3.2012

Barclays

Online Banking

30.3.2012

Sky

Chelsea v Barca

24.4.2012

Source: EngagementIndex

Resourcing Strategy

5,000 People Trained

2,000 People Certified

By Dell University

2,200 Trained &

Mentored To Answer

Questions Sent To

Twelpforce

150 Trained & On Stand By

For Emergencies

Brand Corrosion

“It is impossible for enterprises to create an

exceptional social service experience if they

provide a sub-par experience via traditional

support channels.“

Paul Greenberg,

Author and industry Social CRM expert

The Key Lesson

Reputational Risk

Reputational Risk

Approaching the end of the first day, this mass of negative

tweets had reached an estimated 1.7 million people.

Reputational Risk

Reputational Risk

Reputational Risk

Even BAU Is Tough!

Source: Brandwatch

Customer Experience

How do social channels need

linking with existing channels to

unify customer journeys?

Mobility

How Does Mobility Change Social

Customer Service Expectations ?

Resourcing

How is a 24x7 global demand

resourced if needed?

Culture

Is the more informal style of

social interaction at odds with

traditional customer service?

Scalability

Will our listening strategy cope

with increased volume?

Visibility

Social Media workflow has little

legacy integration, 360º views or

reporting. What’s the right

infrastructure?

Customer Data

Should we be collecting social

graph data and social

interactions?

Escalation

How can we maintain service levels

when managing complex cross

functional issues?

Learning

How do we turn the wealth of real

time insight being offered into

organisational momentum?

Knowledge

How do we effectively share across

all channels?

SLAs

Source: Conversocial