BY DR. NATALIE L. PETOUHOFF WWW.DRNATALIENEWS.COM
@DRNATALIE
HOW TO INTEGRATE
PWC Management Consultant
Top Forrester Customer Service, Social Media, CRM
Analyst
Chief Strategist for Social Media & Digital Communications
PR & Marketing Agency
Dr. Natalie’s Background
Analyst Rankings:
So many Social Media Tools;
Tough to know which one to choose
Twi%er Facebook Email Chat / IM Voice/Fax SMS/Mobile
Social Media on Your Brand
OF PEOPLE OF PEOPLE WHO HAVE USED
SOCIAL MEDIA FOR CUSTOMER SERVICE
HAVE WALKED AWAY FROM INTENDED PURCHASE BECAUSE OF POOR CUSTOMER
83%
Companies can't keep pace
with the volume of customer interactions and lack coordination of who should respond. Customer
Service Sales Marketing Development Product Offices Back
65% OF CUSTOMERS
PREFER TO CONTACT COMPANIES ON SOCIAL MEDIA RATHER THAN VIA A CALL CENTER
Pew Internet Research
60% OF COMPANIES
DON’T RESPOND TO CUSTOMERS VIA SOCIAL MEDIA, EVEN WHEN ASKED A DIRECT QUESTION Cap Gemini 60% OF COMPLAINTS MADE BY CUSTOMERS ON SOCIAL MEDIA, GO UNANSWERED AT Kearny 7 of 20 OF RETAILERS ACTUALLY ERASED THE CUSTOMER’S QUESTION ON THEIR FACEBOOK PAGE
But the amount of
information
– can feel like an
insurmountable blur
9
Wondering how to take your take your
Contact Center
initiatives to the next level?
• Do more of the right things
• Put structure around what is unstructured • Benchmark “As Is”
• Create a strategy and plan • Track the progress
• Gather the right metrics
• Create and sustain a world-class customer experience?
5
• Where are we on the Customer Experience Adoption Curve?
• What steps do I take to get to the next level?
• How do I justify these next steps?”
We Created A Customer Experience
Contact Center
Capability Calculator
So you could know you are doing the best you can
LISTEN = 100 LEARN = 200
ENGAGE = 300
INTEGRATE = 400
OPTIMIZE = 500
Step 1: Gathering Insights
by Monitor & Listening Step 4: CreaCng Business-‐Outcome Driven Content
Step 3: Knowing Your Audience
Step 5: Designing Great Customer InteracCons
Step 6: Stopping the PoliCcs; Gaining Org Alignment
Step 2: CreaCng a
Measurement Program
13
7 Steps To Fast Track Success
Step 7: Iterate and Pivot
Based on the UCLA Anderson Course
Chalk it up to the “Witness” factor
=
Benefits
- Costs x 100
Costs
7 Steps To Fast Track Success
Step 1: Gathering Insights by Monitor & Listening
Step 1: Gather Insights by Monitoring & Listening
Step 3: Audience Level 4: Content Step 5: Interaction Level 6: Organizational AlignmentThe problem is:
…We suffer from the Rodney Dangerfield Affect… … We don’t always get enough respect…
…We may not be empowered with budget and resources to make the changes we know we want to & the company needs to make…
The Contact
Center is
Like a
Canary in
Coal Mine
It’s always been true…
• What’s working
• What’s not working
• What would be better if…
Can be seen by evaluating
customer conversations…
Most everything the business needs to know…
But it’s been difficult to “get”
But Social Media has
Changed the Game
In the
Contact Center’s Favor…
The difference?
We call it the
Go Back In Time…
People Were Predicting This…
There would be… A place in time Where the…
• Customer‘s voice • Employee’s voice
Would start to mean something…
And there would be an enabling technology That is web 2.0 social media…
We are here now…
MANY SCHOLARS
HAD ADVOCATED TO
LISTEN TO
CUSTOMERS,
EMPLOYEES…
GO BACK FURTHER…
MANY SCHOLARS
HAD ADVOCATED TO
LISTEN TO
CUSTOMERS,
EMPLOYEES…
GO BACK FURTHER…
Integrating That Feedback Back Into
Products & Services…
Means you’d have better products, services,
a better company,
Most everything the business needs
to know…
• What’s working
• What’s not working
• What would be better if…
Can be seen in social networks…
Witness Factor™
Describes the idea that
with social media
customer feedback
is now public
And like cave paintings,
it’s permanent—
for millions of
Social Customer Service:
Not only good at
providing
mission critical
information
to the company…
But its public nature is
helping executives
understand why the
Contact Center
is so important
Canaries in Coal Mine
Today Customer’s Post Comments online…
• On review sites like – Yelp, Amazon…
• On Facebook
• On Twitter
• In Forums & Communities…
Just because a company is not listening online, doesn’t
mean that customer’s are not posting…
How many of you have a Facebook account
Posted on Yelp or Amazon?
1-9-90
• 1% complain
• 9% respond to complainer
• 90% read but don’t post
Most of your customers
are in the 90%
Remember the book:
Who Moved My Cheese?
• Social Media is not going away
• It’s not about:
• If the cheese is going to move
• Or where it’s moving
Are you using….
• Use social media monitoring tools?
• Are you listening to word-of-mouth in social networks?
• What do you do with information you learn?
• What are customers saying about your company?
• What did you learn
• “Would be better if…”
• From the customer’s point of view?
• What are your CSAT- type scores telling you?
MARY ELLEN BEGAN
GATHERING INSIGHTS…
•What her customers were saying
• What employees were saying
• It was not positive
• She gathered screenshots
• Put them in a powerpoint
• Gave them to her CEO
• Using real-time monitoring data to
manage the business
• Share that information with:
• Executives (CEO, COO, VPs, Directors…) • Functional Department leads in all
departments
• PR, Marketing, Sales, Service, Production Innovation, Back Office…
• A digital dashboard for real-time
monitoring, listening, interaction,
engagement
CALCULATING THE BENEFITS
Decreasing Agent Handle Times
Background
Often answer question we know customers have
And our knowledge bases are full of “known” solutions But issues changes more quickly than ever before
And result in a large number of issues that have not been "unearthed” These can lead to lower FCR…
Social provides a quick way to know what happening, what’s changed and to quickly pivot
=
Benefits
- Costs x 100
Costs
Support Interaction Volume =
30,000/ mo
Cost of first call = $7Cost of the second call = $8
Percentage of calls not resolved on the first contact = 20% With social, calls not resolved on first contact = 15%
Benefit:
30,000/mo x .05 = 1,500 x $8 =
$12,000/mo
ROI of Step 1: Gaining Insights
Step 2: CreaCng a
Measurement Program
7 Steps To Fast Track Success
The problem is often:
…Drive the wrong behaviors: AHT…
… Haven’t set-up measurement program to give attribution to social media…
….Don’t know how to measure social media…
MISCONCEPTIONS
OF ROI
• That’s funny
• But ROI is not obvious to everyone • And your boss would like a number
@drnatalie
You may have heard…
“Would you calculate the ROI of
your mom or your pants?
Then why would you calculate the ROI of social media?
It’s obvious!”
BENEFITS
TO THE COMPANY OVERALL…
CREATING PRODUCTS & SERVICES
WITH INPUT FROM THE YOUR CUSTOMERS?
Creating experiences customers want means…
•
Reducing the cost of PR & Marketing
•
Increasing the lead conversion rates
•
Reducing the cost of sales
•
Reducing returns and/or churn
•
Reducing the cost of customer service
•
Increasing customer lifetime value
•
Reduced employee attrition
AND…
Because the customer:
-
Feels heard
-
Getting what they need
- Has ownership because they had input
•
Increased positive online ratings
•
Increased customer loyalty
•
Increased customer advocacy
•
Increased customer referrals via WOM
•
Increased sales
Chalk it up to the “Witness” factor
BENEFITS TO CUSTOMER SERVICE…
A STUDY TO DETERMINE HOW
SOCIAL CUSTOMER EXPERIENCE
RESULTS IN AN ROI
• Decreasing Agent-Related Interactions
• Handling More Customer Support Requests Without Adding Staff
• Increase Knowledge Base Efficiency and Relevancy
• Increase Agent Productivity (Decrease AHT)
• Increase First Contact Resolution
• Increase Customer Sat/ Reduce Churn
• Decrease Spikes in Email or Calls
• Increase Customer Lifetime Value
You can calculate the ROI
of things most think are too squishy or couldn’t be calculated
• ROI of Human Capital
• Innovation
• Social Media…
With Dynamic
ROI Visualizer
Calculators
&
Dashboards…
Step 3: Knowing Your Audience
7 Steps To Fast Track Success
The problem is…
…Don’t know our customers like we should…
…Don’t have social identities matched to phone / email records…
…Have not enrolled Brand Ambassadors…
…To drive better customer experiences & loyalty, advocacy and referrals…
Step 3: Knowing Your Audience
THERE ARE SIX DIFFERENT CONSUMER
GENERATIONS:
Generation Date of Birth Number Age
Pre-Depression Before 1930 12M 81 and above Depression 1930-1945 28M 65 - 80 Baby Boomers 1946-1964 80M 46 - 64 Generation X 1965-1976 45M 34 - 45 Generation Y 1977-1994 71M 16 - 33 Generation Z After 1994 29M Less than 16
aka
Silent Generation Golden Generation
aka Millennials
@drnatalie
• Boomers- Largest buying power
MILLENNIALS:
CAN U UNDERSTAND WHAT THEY ARE SAYING TO YOU?
*Source: www.transl8it.com
@drnatalie
MILLENNIALS:
CAN U UNDERSTAND WHAT THEY ARE SAYING TO YOU?
47 0% 10% 20% 30% 40% 50% 60% 70% 80%
Phone Web Social SMS
Older Boomers & Golden Gen (56+)
Gen X & Younger Boomers
(36-55)
Gen Y & Younger (18-35)
DIFFERENT GENERATIONS:
REQUIRE DIFFERENT
CHANNEL FOCUS
Can you deliver on the right channel to
the right audience?
DIFFERENT GENERATIONS Prefer Different Devices:
REQUIRES
SERVICE ON A RANGE OF DEVICES
Golden Generation – Phone Service
Millennials – Texting (Store Promotion) / “Social” Networks
Baby Boomer & Gen X – Email / Smartphone /
Tablet / “Business” Social – Productivity, Entertainment
Generation Z – Edutainment
Best Practices are to…
• Have Social Identities in the contact management / customer record system • Study their target audiences
• Values, biases, attitudinal behaviors, psychographics, motivations and social
• Always uses this information when interacting with them
• To make the interactions or events or offerings relevant to them
Customer Name
Step 3:
Knowing Your Audience
Best Practices…
The interactions are so meaningful that it creates a galvanizing bond… …And Brand Ambassadors
• Answer questions
• Defend the brand when an online crisis starts to brew…
=
Benefits
- Costs x 100
Costs
Support Interaction Volume = 24,000/ mo Cost Per Transaction = $8
After the launch of community and brand ambassadors = 15,000/mo Benefit = 9,000 x $8 = $72,000/mo
ROI of Step 3: Knowing Your Audience
Reduce $8 interactions by 9,000
7 Steps To Fast Track Success
Step 4: CreaCng Business-‐Outcome Driven Content
The problem is that the content…
… is not relevant…
….Does not help customers get what they need…
… Doesn’t answers questions, provide help, how-to’s… … and the format and distribution are not effective…
Step 4:
CreaCng Business-‐Outcome
Driven Content
Some companies create content
• Based only on what they think the customer needs • The answers are static FAQs
• And they only update the knowledge base once a month, resulting in limited success with self-service
55
Customers Go To Google To Find the Answers
Content in online communities
shows up in Google-type searches
Top Reasons Consumers Participate in a
Branded Customer Community
Chalk it up to the “Witness” factor
Support Interaction Volume = 30,000/ mo Cost Per Transaction = $8
Cost of Interactions = 30,000 x $8 = $24,000/mo Percent Reduction in Interactions = 20%
$24,000 x .2 = $4,800/ mo
Having your
Content Provide Better
Self-Service:
$57,600/ year
=
Benefits
- Costs x 100
Costs
Step 4:
CreaCng Business-‐Outcome Driven Content
20% reduction of $8 calls making self-service actually work
7 Steps To Fast Track Success
Step 5: Designing Great Customer InteracCons
The problem is that the…
… technology, platforms and systems…
… use to interact with customers…
…to deliver content, capture feedback
and enhance interactions…
… fall short…
…. Not to mention – what do we do
about all the freaking channels…
Step 5:
Designing Great Customer Interactions
Some companies have a:
• Home-grown customer contact record & CRM database
• With no ability to interact in social, mobile or interactive channels
And often the channels were designed: • From the company’s point of view
• Not from creating a customer-centric customer experience
How extensive and well developed is the delivery of
customer care and customer experience?
• Traditional customer service channels like phone, email, fax, self-service…
• Interactive care, including chat and click-to-chat, desktop screen sharing…
• Mobile capabilities, interactive service, SMS (text)… • Social channels, Twitter, Facebook, Pinterest, etc…
What are the Customer Satisfaction Scores?
What level is the integration of channels and interactions? • One view of the customer record
Best practices are:
• Do a “day-in-the-life-of” a customer service agent
• Know how technology affects the agent’s productivity, attitude and attrition • Conduct customer life-cycle mapping
• Know how efficient or effective the customer experience is
• Increase agent’s productivity, enable a positive attitude & reduce attrition
BEGIN TO MAKE SENSE OF
THE RANGE OF OPTIONS…
Twitter Facebook Email Chat / IM Voice/Fax SMS/Mobile
Agent Assisted Calls Call Transferred Call Length
Step 6: Stopping the PoliCcs; Gaining Org Alignment
7 Steps To Fast Track Success
The problem is…
… No established personnel, model, committee, group, task force to create a social media policy…
…No training…
…Single individuals in various departments:
• Are taking it upon themselves
• Are the force behind interacting with customers in social media…
Step 6: Stopping the Poli9cs; Gaining Org Alignment
WHO SHOULD ANSWER THE SOCIAL CUSTOMER:
COORDINATION & ENGAGE & TRIAGE…
WHO SHOULD ANSWER THE SOCIAL CUSTOMER:
COORDINATION & ENGAGE & TRIAGE…
New Way New way:
MARKETING PR PRODUCT SALES R&D BACK OFFICE CUSTOMER SERVICE
Step 6: Stopping the Poli9cs; Gaining Org Alignment
Best practices
• Conduct a social media readiness
assessment
• Have executive’s champion
strategies, plans, resources &
budget to:
• Drive cross-functional collaboration • Designate community managers &
agents to:
• Interact with target audiences on all presences
Best practices
• Offer social media training
• Especially Gen X & Gen Y
• They’ve never not been connected
• Make sure to work with Legal
• Provide at least a 1 hr compliance training
7 Steps To Fast Track Success
Step 7: Iterate and Pivot
The problem is…
They don’t have a scorecard…
…They don’t continually iterate their policies and procedures…
• Around people, processes and technology • Or pivot to make continuous, measurable
improvements
• To reach business goals
• While staying in compliance and
• Providing a great customer experience…
Step 7: Iterating & Pivoting & Update Social Media Scorecard &
Optimize Goals & Plan
Step 1: Gathering Insights
by Monitor & Listening Step 4: CreaCng Business-‐Outcome Driven Content
Step 3: Knowing Your Audience
Step 5: Designing Great Customer InteracCons
Step 6: Stopping the PoliCcs; Gaining Org Alignment
Step 2: CreaCng a
Measurement Program
7 Steps To Fast Track Success
Step 7: Iterate and Pivot
Based on the
CUSTOMER EXPERIENCE ASSESSMENTS
• An objective assessment • Recommendations
• Short & long term strategic • Short & long term tactical plan
Determine where you are compared to best
practices & your competitors…
Social Media / Customer Experience Capability Report
You get…
Top BrandWith your scorecard,
You’re ready to go to the next level…
Customer Experience Capability Score Level
Step 1: Gather Insights by Monitor & Listening 200 Learn
Step 2: Creating a Measurement Program 100 Listen
Step 3: Finding Your Audience 300 Engage
Step 4: Creating Engaging Content 200 Learn
Step 5: Designing Sticky Interactions 200 Learn
Step 6: Stop the Politics; Gain Org Alignment 100 Listen
You’ll be in a leadership posiCon…
5
•
Clear answers and strong guidance
•A disCncCve voice
•