Social Done the Right Way

Social Done the Right Way Part 1: Turbocharge Customer Service By Leveraging Social Technologies Part 2: How Baylor Health Care Systems Engages With Its Audience While Managing Perceptions

Presented to: Customer Service Experience

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Ninety percent of customer experience decision-makers tell Forrester that a good customer experience is critical to their company’s success. Sixty-three percent think the importance of the customer experience has risen.

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Few companies deliver an outstanding customer experience

Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report


Good customer experiences are good for business

Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)


Cost Cost Customer

satisfaction and loyalty

satisfaction and

Revenue

Compliance

The customer service leader must balance customer needs with business needs


Cost Cost Customer


Revenue

Compliance



Consumers want quick answers to questions or will abandon

Source: January 23, 2012, “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy” Forrester report


The reach of negative opinions about your brand is amplified with social technologies


Cost Cost Customer


satisfaction and satisfaction and

Revenue

Cost

Compliance



One solution is to move customer service to less expensive communication channels

Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report


Customers want to engage using a variety of communication channels

Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)


Realize that online channel usage has grown in the past two years


Take a step back and think about the journey that customers expect to have with a company

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Most of the time this journey is fractured. Why?

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Most companies are a mess of disconnected technology


Companies are not investing in shoring up the foundations of good interactions

Source: “Contact Center Purchase Plans 2011” Forrester report


Agents don’t have access to the right information at the right time


Companies cannot tame the knowledge problem

Email


And the volume of social inquiries and comments overwhelm companies


Companies offer more customer touchpoints than ever before


What can you do to make it better?


What is your value proposition for your customers?

Source: Costco and Apple Web sites

Costco Apple


What does success look like?


Limited customer service

Self-selection by customers

Modular furniture design

Low manufacturing

cost

Self-transport by customers

Explanatory catalogues, informative

displays and labels

Ease of transport and

assembly

“Knock-down” kit packaging

Self-assembly by customers

Limited sales staffing

Increased likelihood of

future purchased

Ample inventory on

site

Suburban locations with ample parking

High-traffic store layout

More impulse buying

Most items in inventory

Year-round stocking

Ease of transport and

assembly

Wide variety with ease of

manufacturing In-house

design focused on cost of manufact-

uring

Source: Brandon Schauer, Vice President of Creative Services, Adaptive Path

What are your unique customer experience attributes?


Who are your customers?

Source: Costco and Apple Web sites

What are their personas?

What do they want from you?

How do they want to interact with you?


What is their journey?

Source: Strativity


Focus on foundational elements to deliver excellent customer experiences

Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report


Then add social technologies in a way that they complement and extend your service

Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report


Improve by listening to what your customers are saying about you

Post identified and classified

Escalate to

service?

Create service record.

Direct communication

to poster.

Resolve issue and contact poster via optimal channel

(traditional or social).

Escalate to customer service.

Community management

Customer service management

Route to customer

service agent.

Track activity.

Respond to poster.

Leverage knowledge base.

Respond to poster.

Track activity.

Leverage knowledge base.

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Thank you

Kate Leggett +1 (650) 269-8658 Twitter: @kateleggett Blog:http://blogs.forrester.com/ kate_leggett [email protected] www.forrester.com

Social Done the Right Way Part 1: Turbocharge Customer Service By Leveraging Social Technologies Part 2: How Baylor Health Care Systems Engages With Its Audience While Managing Perceptions

Presented to: Customer Service Experience

It’s not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.

+ Charles Darwin

+!Metroplex is among the most competitive markets for healthcare

+! Tired website experience out of step with user needs, business requirements and brand

+!Successful CRM, advertising and organizational shifts

+! Leadership saw the writing on the wall

“We don’t just want one of the best websites in the health care industry—we want one of the best websites on the internet.”

– Baylor Executive, 2007

The situation

Getting from there to here

1.!Website – Rethink family of public facing sites from the ground up

2.!Social Marketing – Identify where to be and what to do

Key insight 1

Patients not customers!

Key insight 2

Focus on the 80%

Key insight 3

Continuity + familiarity

Key insight 4

Think big, plan in stages

Key insight 5

Our brand is our brand no matter where

The impact

Success is in the numbers.

+! In August ’08, there were approximately 60,000 home page views. September ’08, the month after launch, home page views soared to nearly 160,000 = 166% increase

+! Find a Physician page views in September ’08 were less than 2,000. October ’08 they were nearly 14,000 = 600% increase

+! Find a Location page views in August ’08 were approximately 2,000. September ’08 they reached nearly 12,000: 500% increase

Getting from there to here

1.!Website – Rethink family of public facing sites from the ground up

2.!Social Media – Identify where to be and what to do

An open door to humanity online

“We follow our mission “statement and our values from “the top to the bottom. Social “media tools would allow “Baylor to show this—to be “more personal with people in “the community and to “communicate our human “touch manner.”

–Stakeholder Interview

Honing in on Baylor’s key audiences

Who do we want to engage? Patients, family members, job seekers, and the general Dallas-Fort Worth community

Where will we find these people? Blogs, Facebook and YouTube

Blogs Facebook YouTube Never

1-10 times

11-20 times

21+ times

Never

1-10 times

11-20 times

21+ times

Never

1-10 times

11-20 times

21+ times

Key insight 1

Not all social media is equal

Key insight 2

Wherever you go, be there with purpose

Key insight 3

It’s about engagement, not publishing

Key insight 4

It’s a process, not a project

Key insight 5

Always connect the dots

Awesome image/graphic

Bringing it all together

What it’s all about

Customers should have a familiar service experience. Everywhere. Every time.

YouTube

Facebook

Web

Twitter

Mobile self-service

Call center

Web

Call Call

Mobile Mobile

Hospital

The top 5 things we learned

+! Ask your audience what they want

+! Give your audience what they value

+! Make it easy for your audience to engage with you

+! Keep it fresh. Surprise them when you can

+! Remain true to your brand strategy

Thank you. Thomas Mueller Global Director, Customer Experience Siegel+Gale 625 Avenue of the Americas New York, NY 10011 [email protected] Twitter: @tmuellernyc