embracing customer service 4.0
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Embracing Customer Service 4.0
Esteban KolskythinkJar
Please, keep talking. I always
yawn when I am interested
#CRMe10 #CustServ #EKolskyRocks
BusinessModel
Social Environment
Technological Change
Legal Environment
Customer Demand
Competitive Forces
Channels, Partners and Suppliers
Strategy
TechnologyGovernance
CustomerService
4.0
A CUSTOMER SERVICE STRATEGY
servicerequestsemerge
customerservice
customeruses
phone
call center
contactcenter UC
new channels emerge
strategicchannelusage
CUSTOMER SERVICE EVOLUTION
pain
poi
ntte
chno
logy
sol
ution
1960 1995 2005
FIVE TRENDS FOR CUSTOMER SERVICE
• Social CRM• Cross Channel, not Multi Channel• Customer Experience
Management• Mashups• Collaborative Enterprise
PARADIGM OR GENERATIONAL SHIFT
1960s
1970s
1980s
1990s
2000s
generational generational generationalparadigm paradigm
PARADIGM SHIFT – SOCIETAL SHIFT, COMPANIES MUST REACT
GENERATIONAL SHIFT – BUSINESS MODEL SHIFT, COMPANIES CAN PLAN
baby boomers
serviceeconomy
workplacecomputers
commercialinternet
socialevolution
generation x generation y
corporateamerica
bizsocialbiz
traditional 1:1 relationship
socially augmented 1:m:1 relationships
SHIFTING INTERACTION MODELS
expe
rienc
e
feed
back
sales
expe
rienc
e
feed
back
marketing
expe
rienc
e
feed
back
customersupport
CRM
expe
rienc
e
feed
back
accounting
expe
rienc
e
feed
back
shippingERP
enterpriseapplications
TRADITIONAL FEEDBACK MODEL
legacysystems
datawarehouse erp cloud
channels
c p em
m – communityc – customerp – partnere – employee
sales marketing customer servicefeedback
social business rules
SOCIAL CRM FEEDBACK MODEL
crm
erp
scm
com
mun
ity m
anag
emen
t
“soc
ial”
ana
lytic
s en
gine
actio
nabl
e la
yer u
nit
syst
em-o
f-rec
ord
inte
grati
on la
yer
social crm
communities systems ofrecord
SOCIAL CRM STACK
CREATING A SCRM STRATEGY
ad-hoc
wikiscrm
stra
tegy
structured
impromptugoal-oriented
object-centric
wikiforum
microblog
blog physical
start here
collaboration
EFM
salesmarketing
service end-end process
rulesguidelines
analyticsmetrics
Business Function
Business Rules
Channel
Community
CHANNEL MANAGEMENT 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
RKD
RKD
RKD
RKD
RKD
RKD
W
MS
E
P
C
DKR
silosingle channel
semi-integratedmulti-channel
integratedcross-channel
D
KR
UC
validate
CEM METHODOLOGY
implement measuredesign
end-to-end effectiveness and efficiency index
existingprocesses
involvecustomers
paperexperiences
involvestakeholders
customersegmentation
virtualdesigns
create newexperiences
deploypilots
processprioritization
correlatemetrics
analyze
insights
summarizechanges
accountability
collaboration
customer agent
efficiency (cheap, fast operations)effectiveness (right answer, time)
process
satisfaction
end-to-end efficiency and effectiveness index
performancetrainingloyalty
readiness
MEASURING EXPERIENCES
enterprise applications
scrm
salesmarketing feedback
service
social business
supporttoolsself-service
communities
agenttools 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
SocialCRM
E2.0
SocialNetworks
Communities
TheCollaborative
EnterpriseCustomers
Employees
Channels
Partners & Suppliers
COLLABORATIVE FRAMEWORK
TAKE HOME THOUGHTS
• Social is Just Another Evolution• Cross Channel Demands
Measurement• Experience is More Than a Single
Interaction• Mash It Up, Baby!• Space is Not the Final Frontier,
Collaboration is
bottom line – feed on your experience
@ekolskyhttp://www.thinkjar.netesteban@thinkjar.net
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