Why and How Your Brand Must Provide Omni-Channel Customer Service

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and communication of messaging and positioning for the CRM solutions portfolio for the Customer Service line of business. Kai has accumulated 20 years of experience in marketing, strategy and business management positions across high-tech, chemicals and life sciences in multinational corporations across Europe and North America. Kai is a frequent speaker at industry events and webinars and blogs regularly about all things related to customer engagement. A native of Germany, Kai is now a Silicon Valley transplant. @kaipetzelt

Chris Geddes currently runs Social Media & Community support for Microsoft Mobile & Windows Phone, having moved on from running all of customer support. He has spent most of his career to date working in and around Social Media & Digital and made his name by injecting Digital and Social techniques into an otherwise “old school” organization, providing a quantum shift in support delivery. @chrisgeddes

Carla Saavedra Kochalski leads the Social Media Insights and Care Team at Capital One, where she is responsible for building out the bank’s enterprise social customer listening and servicing strategies, including @AskCapitalOne. Her team supports the enterprise in executing social listening, risk mitigation and care efforts with partners across the business. Prior to joining Capital One, Carla was at Samsung Mobile USA, where she launched their first social servicing and listening team in 2010, turning it into a large-scale team that served more than 31 million fans and followers on social. @CarlaSaavedra

OMNICHANNEL CUSTOMER SERVICE – WHY AND HOW?

Kai PetzeltSenior Director, SAP Product MarketingCustomer Engagement Solutions

Social Media Today webinarNovember 11, 2014

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6

Multi-channel

• Companies using multiple channels (e.g. social media, web and email) to engage their customers

• Not necessarily focused on delivering a seamless / consistent message across multiple touch-points

LET’S GET THE FACTS STRAIGHT

OMNI-CHANNEL vs. MULTI-CHANNEL

Omni-channel

• Consistency across channels (messaging, brand experience, buyer’s journey)

• Seamless interaction – handoff between channels

Result: Positive customer experiences help develop loyal customers and brand advocates, and that’s important because…

75%of customers have spent more with a company because of positive customer service experiences.

55%have bailed on a transaction due to poor customer service.

SOURCE: American Express – Global Customer Service Barometer, 2012

OMNI-CHANNEL CUSTOMER SERVICE

WHY CHANGE?

3%of organizations rate themselves as extremely effective at delivering omni-channel service.

80%of organizations have nonintegrated communications channelsSOURCE: Forrester Wave Customer Service Solutions for Enterprise Org – Q2 2014

OMNI-CHANNEL CUSTOMER SERVICE

WHY NOW?

KEY INGREDIENTS FOR SUCCESSFUL OMNI-CHANNEL CUSTOMER SERVICE

1. Meet your customers where they are, that is in the channel of their choice

2. Know who your customers are, the products and services they have purchased, and their prior interaction history, regardless of channel

3. Operate as a single brand and channel, orchestrating customer experiences across all touch points

4. Show customers they are valued through personalized offers, treatments and rewards

© 2013 SAP AG. All rights reserved. 10

Feel free to connect with me at :

kai.petzelt@sap.com

@kaipetzelt

www.linkedin.com/in/kaipetzelt/

© 2014 SAP SE. All rights reserved.

THANK YOU!

11Confidential

Everyone has a hand in Customer Experience

Marketing PR Care

• Overall Engagement• Sponsorships• Sweepstakes• Event Moderation

• Media Management• Crisis

Messaging/Approvals• Influencer Engagement

• Crisis Monitoring• Product/Feature Questions• Servicing• Customer Experience

Management

Contact Center • Training• Infrastructure• Hours of Operation• Customer Focus

CONSISTENT TONE CONSISTENT MESSAGE CONSISTENT EXPERIENCE

12Confidential

Social Care is the front-line, but Marketing and PR play a large role

Care Team

Marketing PR

Benefits to the Customer• Ensures faster response to

customers in need• Longer hours of operation

= longer coverage• Product & Services

KnowledgeBenefits to the Business• Perception of putting the

customer first• More effective crisis

monitoring

13Confidential

Structure your social team to be able to handle most escalations

• Scheduling• CoachingManager

• Monitoring• Engagement

Social Agent

• Productivity Measurements• Social Media

MeasurementsReporting

Social Agent Characteristics: • Defacto spokesperson

for the company• Make good & quick

decisions• Juggle multiple items

at once• Handle escalated

customers with ease

14Confidential

Create a listen-engage-learn cycle that feeds insights to all channels

Listen

Engage

SupportMeasure

Learn

• Social Servicing ensures

customers’ voices are heard

and action is taken within the

company to make changes

My Social Media journey

How can I make people listen to me?

Tone of voice, training, how to persuadeAnalys

t

How can I show the importance of Social?

Tools, measurement of qualitative KPIs

Analyst

How do we deliver Social value in practice?

Integration to CC’s, 1st quantitative KPIs

Consultant

How can I secure investment?

Quantitative KPIs: 1st value demonstration

Manager

Where does Social fit in the bigger scheme?

Cross-channel quantitative $ KPIs

Senior Mgr

How can I save my boss money….?

Cross-channel, quantitative $ + qualitative KPIs

Director (SM)

How can I save my boss money….?

Cross-business, quantitative $ , Op Model, Org

Director (CS)

Problems Things I thought aboutPosition

• Social media is unfamiliar and scary … OR end to end customer support is archaic and scary

• Its scary at the top because of the consequences of failure - Up here, you get fired.

• The support budgets are fixed - so investment that benefits the Social puppy hurts the big dogs

• The fear of Social Media is irrational & often fueled by Social Media’s tangential objectives

What have I learned?

• Social Media “not proven”• “Mercurial and schizophrenic in nature”• “For kids”• “High reputational risk”• “All about tweeting” (No real ROI)• “Lets wait and see how it pans out for

others”• “If it aint broke, don’t fix it”• “Paradigm shift”

• Small scale “dabbling” doesn’t come close to its potential

• Side of desk – so consistently failing to compete with “bigger” channels for investment

• Afterthought at the board• Companies set up to fail• No clear ownership of Social • Social Media deliberately positioned itself as

DIFFERENT from the other channels…. Whoops.

“Social is a bit of a joke” – exec. UK bank

Getting serious in Social Understand your line manager’s KPIs

Align your strategy to deliver against them

Remove ALL ambiguity from business cases

Start with the quickest win

Deliver ROI

Negotiate reinvestment of ROI into Social

Pick off remaining activities in order of value

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and communication of messaging and positioning for the CRM solutions portfolio for the Customer Service line of business. Kai has accumulated 20 years of experience in marketing, strategy and business management positions across high-tech, chemicals and life sciences in multinational corporations across Europe and North America. Kai is a frequent speaker at industry events and webinars and blogs regularly about all things related to customer engagement. A native of Germany, Kai is now a Silicon Valley transplant. @kaipetzelt

Chris Geddes currently runs Social Media & Community support for Microsoft Mobile & Windows Phone, having moved on from running all of customer support. He has spent most of his career to date working in and around Social Media & Digital and made his name by injecting Digital and Social techniques into an otherwise “old school” organization, providing a quantum shift in support delivery. @chrisgeddes

Carla Saavedra Kochalski leads the Social Media Insights and Care Team at Capital One, where she is responsible for building out the bank’s enterprise social customer listening and servicing strategies, including @AskCapitalOne. Her team supports the enterprise in executing social listening, risk mitigation and care efforts with partners across the business. Prior to joining Capital One, Carla was at Samsung Mobile USA, where she launched their first social servicing and listening team in 2010, turning it into a large-scale team that served more than 31 million fans and followers on social. @CarlaSaavedra

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