decoding digital week 6: supporting your customers online
DESCRIPTION
We discuss ways the modern business can add value to customers through online support, including social media, live chat, and great culture.TRANSCRIPT
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Decoding Digital
Week Six: How to support your customers online
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How to engage with us by webinar
• Chat box
• Polls
– We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic
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Where to contact us - #DigitalVic
• We will be answering questions every Friday via YouTube/Twitter/Google Hangouts
• Tweet us directly @symphony3think or use #digitalvic in your tweet
• Post questions on Facebook: facebook.com/symphony3think
• LinkedIn:
– Fergal Coleman http://au.linkedin.com/in/fergalcoleman
– Ryan Smith http://au.linkedin.com/in/ryanplaylesmith
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Webinar Schedule
Week One: Digital Leadership (May 7)
Week Two: Building the right digital foundations (May 14)
Week Three: Understanding your customer (May 21)
Week Four: How to generate brand awareness and position your products and
services evaluation (May 28)
Week Five: Ecommerce – making it easy for your customers to buy online (June 4)
Week Six: How to support your customers online (June 11)
Week Seven: How to engage your customers and create loyal advocates (June 18)
Week Eight: Tying it all together – Developing your digital strategy(June 25)
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Today’s Session - Support
• The importance of support in the customer journey
• The benefits of delivering service online
• The importance of culture
• The different types of online support:
– Live Chat
– Forum
– Social Media
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Supporting your customers online is vital!
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Remember our customers
• What makes them loyal? How do they want to receive support?
• How can we use digital technology to solve their problems and provide seamless service?
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Importance of Support
• http://www.zendesk.com/resources/better-service-through-self-service
• Online Support costs less
– $7.40 face to face
– $2.90 by telephone
– $0.30 on the web
LivePerson 2013 Connecting With Customers report (data taken across Australia, US, UK, France, Germany and Italy) :
• 83% of recipients said they consistently needed some type of support during their online journey
• 71% expect assistance within five minutes.
• 31% expect assistance immediately
• 48% of those who don’t receive online support within their specified time will abort the website
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Benefits of online support for business
• An answer for one customer may be an answer for many (e.g. YouTube support video)
• It’s efficient
• It’s mobile – respond from anywhere, no need to be in the office
• Many of the tools required are free
• The potential to allow customers to self-serve
• Positive support outcomes are easily advocated by customers (next week)
It costs 6–7 times more to acquire a new customer than retain an existing one – Bain & Company.
A customer is 4 times more likely to defect to a competitor if the problem is service-related than price- or product-related – Bain & Company
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Support – Create a Culture of Support
• Zappos
– https://www.youtube.com/watch?v=axlWBn7YQA4
– https://www.youtube.com/watch?v=5CcLIPaUz3E
– http://faculty-gsb.stanford.edu/aaker/pages/documents/100823zappos.pdf
– http://www.businessinsider.com.au/zappos-customer-service-crm-2012-1
– Importance of
• Culture
• Repeat business
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Poll
What kind of online support channels have you used?
a) FAQs
b) Email
c) Forums
d) Live Chat
e) Social media
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Why do your customers want online support?
• They’re time poor
• They’re on the run
• Ask now, answer later
• Mobile service
• It’s free
• Their question may already have been answered
• Trend toward self-service (just look at your supermarket!)
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Live Chat
• Live chat provides instant support to customers who are browsing on your website at that exact moment
• Live Person research shows that Live Chat provides greater customer satisfaction than Email and Call Centres
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Zopim
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Live Chat
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Self-Support
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Self-support
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Online consultation
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Screencast-o-matic
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Twitter and Facebook
• Being embraced by many Australian organisations…
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Listening Posts
• A ‘listening post’ is a tool that aggregates your interactions from multiple social profiles
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Reviews
“Every time I have engaged in a dialogue with a negative review customer after a negative review, with one or two notable exceptions, their review has gone from a 2 or 3 star review up to a 5 star review.”
https://www.youtube.com/watch?v=RJ_DJGDIIMM#t=42
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Don’t do this
International (bad) press for Sydney café owner who loses his cool
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Youtube
• You Tube is a hugely valuable support channel
• Stand alone channel
• Use it in blogs
• Use it to live stream answers
• Develop channels – private and public
• https://www.youtube.com/user/AvanadeInc
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• Most important social media tool for B2B professionals
• What would you like to know…
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Summary
• Customer Service Matters
• Create the right culture
• Identify the right tools
• Trial them with customers
• Seek to engage customers in providing solutions
• Seek feedback from your customers as to how happy they are with each channel.
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• See you on Friday via YouTube/Twitter/Google Hangouts
• Tweet us directly @symphony3think or use #digitalvic in your tweet
• Post questions on Facebook: facebook.com/symphony3think
• LinkedIn:
– Fergal Coleman http://au.linkedin.com/in/fergalcoleman
– Ryan Smith http://au.linkedin.com/in/ryanplaylesmith