from one-to-many to many-to-many model for support. frankfurt 2015
TRANSCRIPT
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Delfin Vassallo - @DJVassalloCustomer Experience LeadCommunity & Social Support
The Social Care Journey Continues: How to engage deeply with customers
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We need to be where our customers are
By 2020 – 90% of customer service will be on social media
Gartner
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Our Customers Are Changing
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Microsoft Mobile Social Care Landscape67facebook
pages
34twitter handles
70k cases processed monthly (200k messages read)95%
26M visits to MMOC annually
2.2Munique visitors monthly
58M page views annually
fan interactions are support-related(average)
60%facebook is the largest social care venue by volume
Microsoft Mobile has received multiple global & local recognitions as best-in-class social care across industries
By solving issues Mobile Devices Care generates value and supports brand engagement
230%volume growth YoY 2013-2014
49%
8 contact centers working 24/7145 social media staff
solved in-channel
29 languages
5 other(VKontakte, Yandex, Sina Weibo, Tencent)
17communities
facebook2h response time
(average)
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The business case for Facebook and Twitter is done
Now What?
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What’s next?2000’s Social Media channels One-to-many model
2015 CommunityMany-to-many model
1980’s Traditional call centreOne-to-one model
1990’s Additional channelsOne-to-one model
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Communities are the only asset we truly own
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What a community is made of?
The 90-9-1 rule, popularized by Jacob Nielsen in 2006, says that 90% of users in an online community are lurkers who don’t contribute, while 9% contribute sometimes and 1% contribute frequently
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Gamification Badges, medals, missions, challenges
Reward programmes Points, gifts, perks
VIP treatmentExtra permissions on the platform
Recognition systems Rating, reputation, rankings
Common community engagement tactics
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What if we found a way to activate the long tail?
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Make answering appealing to everyone
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Make answering appealing to everyone
Connect
• Make users to feel welcome to the community
• Get them to come back to the community
Engage• Get them to
contribute by deepen the human relationship
Motivate
• With a mechanised system that rewards specific behaviours
Compete
• Get them to compete against each other and against pre-defined goals
Reward
• Based on a value-exchange mechanism
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Ultimate goals and benefits
EngagementThe more a user participates, the more motivated he is to continue helping out
Response timeAs users get more engaged with the system they compete to provide the fastest answer
Solution deliveryCustomers’ issues are solved satisfactorily, only quality answers will rank up
Cost savingsIn the long term less staff will be needed to run the communities, until they become self-sufficient
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How to further improve this [email protected]/in/DelfinVassallo