The way we will complain (sourced now)

the way we will complain customer service over the next 10 years

esteban kolsky thinkJar

@ekolsky [email protected]

90 percent

of transactions for

customer service

happen offline

source: face to face book: why real relationships rule in a digital marketplace

80 percent

of organizations think

their experiences are

good (8% of

customers agree) source: bain and company, closing the delivery gap report (fixed entry, it is 80, not 88)

86 percent of

organizations use

twitter, facebook

(or both) for

customer service source: thinkjar and sword ciboodle study on customer service using social, 2012

66 percent have no

defined processes

for customer service

over social channels

source: thinkjar and sword ciboodle study on customer service using social, 2012

68 percent were

not able to calculate

ROI before deploying

a channel


8 percent found

the expected

ROI


none of them

are sure if

they are doing

the right thing

source: thinkjar research, unpublished, collected 1998-2012

Business Model

Social Environment

Technological Change

Legal Environment

Customer Demand

Competitive Forces

Channels, Partners and Suppliers

Strategy

Technology Governance

Customer Service

4.0

typical customer service scenario

six trends, ten years in customer service

• social CRM

• cross channel, not multi channel

• customer experience management

• mashups

• collaborative enterprise

• of course, customer service using social – today!

crm

erp

scm

com

mu

nit

y m

anag

emen

t

“so

cial

” an

alyt

ics

engi

ne

acti

on

able

laye

r u

nit

syst

em-o

f-re

cord

in

tegr

atio

n la

yer

social crm

communities systems of

record

what social CRM looks like

cross-channel evolution

S

M

W

E

P

C

S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge

1980 1995 2010

S W E C P M

R K D

R K D

R K D

R K D

R K D

R K D

W

M

S

E

P

C

D

K

R

silo single channel

semi-integrated multi-channel

integrated cross-channel

D

K R

UC

validate

co-creating experiences

implement measure design

end-to-end effectiveness and efficiency metrics

existing processes

involve customers

paper experiences

involve stakeholders

customer segmentation

virtual designs

create new experiences

deploy pilots

process prioritization

correlate metrics

analyze

insights

summarize changes

collaboration

customer agent

efficiency (cheap, fast operations) effectiveness (right answer, time)

process

satisfaction

end-to-end efficiency and effectiveness index

performance training loyalty

readiness

measuring experiences

support tools self-service

communities

agent tools knowledge

repositories

building customer service mashups

collaboration with customers

collaborate to understand the customer job-to-be-done

collaborate to co-create with the customer to meet her desired outcomes

collaborate to act on customer insights

collaborate to understand and provide the customer experience they expect from you

the collaborative enterprise

social CRM

E2.0

customer service with social

twitter facebook communities Phone email chat

number of interactions

4 6 2 (*) 2 6 12

total work time (AHT)

1.5 6 0 (*) 6 12 8

percent escalated

95 98 34 (*) 12 6 6

number concurrent

8 4 0 (*) 1 6 2-3

FCR percent 1 1 62 (*) 75 89 78

close time 48 h 72 h 12-24 h (*) 6 m 24 h 8 m

(*) depending on staff participation, model varies wildly

source: confidential thinkjar research, unpublished, collected 2010-2012 interviews and vetted by practitioners, consultants (n=48-66)

service with social top issues

• communities – tribal knowledge – reduced costs – branded

• facebook – integration – API

• twitter – limits – tools

discuss…

the way we will complain customer service over the next 10 years

esteban kolsky thinkJar

@ekolsky [email protected]