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Presented at SCCS14 in UK as the keynote. It provides an up to date view of what is working in social customer service and what still needs fixing
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Best Practice In Social Customer Service
What Works & What’s Still Broken?
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1. social #custserv - part of….
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1st Principles
Channels Multiply
They Seldom Die
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Multi-Channel Journeys
P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Mapping The Social Journeys
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Advisor
Virtual Advisors
IVR
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
©Brainfood Consulting 2013
Design Dashboard
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Escalation
P2P support is great but only
answers 40% of questions on
average
Therefore 60% need escalating
to live assistance
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Best of... Leverage P2P knowledge
by integrating into customer’s favoured
platforms
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Cross Channel
Advisor
Virtual Advisors
IVR
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – A S S I S T E D S E R V I C E – S E L F S E R V I C E
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
From
To
Chat
Same
Advisor
Cross Channel
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
From Chat
Back To
Earn
Word Of Mouth
Cross Channel
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1. The Task
• The easiest/fastest way
• Its importance
• Timeliness/responsiveness
• Accuracy/audit trail
• Experience
2. Their Situation
• At home/at work/on the
move
• Location & desire for
privacy
• Time to spare, in a rush
• Communication options
Influences On Channel Choice
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Influences On Channel Choice
3. Their Communication
Habits
• Forms of communication
& devices they have
become familiar with and
trust
4. Their Awareness Of Options
• What they do/do not know
you offer as means of
communication
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
1. The Task
• Offer a full range of
appropriate channels
Promote them based on
their value to the
customer than their
internal unit cost
2. Their Situation
• Understand customer
circumstances
• Design for most frequent
communication needs
Implications
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Implications
3. Their Communication
Habits
• Ask them and log as CRM
trigger
4. Their Awareness Of Options
• Promote as part of a
professional service
offering
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Signposting
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
2. SLAs - 2014 differentiator
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Responsiveness
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Responsiveness:
Very Responsive 60%
Responsive 20-59.9%
Somewhat Responsive 5.01-19.9%
Not Very Responsive 0.01-5%
Unresponsive 0%
Response speed:
Very Fast Under 30 Minutes
Fast Under 1 hour
Average Under 4 hours
Below Average Under 24 hours
Slow Over 24 hours
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Little Common Best Practice
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Context Drives Expectations
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Enough To Differentiate
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
3. One Agenda - ever more important
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
personal blogs
review sites TripAdvisor etc
self help forums
online communities
branded expert sites
Google+ Facebook
YouTube
Tumblr
Sina Weibo
Service Priorities
peer2peer support
corporate blogs
ecommerce reviews
Social Listening Ability To Influence
STRONG WEAK
1st
Tier Priority
• A Customer asking you a direct question
• A customer expressing dissatisfaction
• Customers that have an urgent
product/service need
• Escalating potential crisis issues
2nd
Tier Priority
• General references of your products and
services
• Positive experiences of your products and
services
• Indirect references that are relevant to your
industry
P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e © Brainfood Consulting 2014
GO
OD
WIL
L
IN
DE
X
In today’s world of socially minded and mobile connected consumers, a brand’s goodwill index can rise and fall across the day with the same volatility as their share price
We are slowly waking up to the realisation that this demands co-ordinated real time management to even keep up, let alone get ahead
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
A Need For ‘One Agenda’
B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ? © Brainfood Consulting 2014
Next Generation Engagement
Social Media
Monitoring
Ca
te
go
ri
sa
ti
on
ENGAGE
IGNORE
IMPROVE
INNOVATE
Marketing
Sales
Service
People/Situations
CX
Organisation
Product
Service
Analytics
Change Management
Global SMEs Regional SMEs Local SMEs Collaboration
Uncovering
the opportunity
Ensuring
the benefits
