raleigh user group social customer service deck (final)
Post on 14-Sep-2014
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Lee Pisacano, Strategic Account Manager, Service CloudSalesforce.com
Robin Callender, Senior Solution Specialist, Service CloudSalesforce.com
Going Social in the Modern Contact Center
The world’s gone social. What’s stopping your call center?
Blend social with traditional service channels
Start with a social customer service strategy
How do you deliver amazing customer service in the social
world?
Your customers are hereYou invested here
Contact Center
Old Contact Centers Cant Connect with Social Customers
Michael Maoz, Gartner, April 2011
“By 2013, at least 50% of customer service centers will integrate some form of
community/social capabilities as part of the CRM contact center solution”
Even the Best Can End Up In the Gallery of Social Media Casualties
Start with a social customer service strategy
Raise CSAT Generate ROI
Protect brandReduce service costs
Deflect calls
Get new product ideas
Strengthen customer relationships
Join conversations
Increase loyalty
Empower a self-service community
Define Your Goals
Measure Success
higher CSAT
raised NPS# social referrals
more use of public knowledge
# deflected calls
increase in positive sentiment
deflections to social channels
# new product ideas
# twitter followers
lower AHT
increased FCR
1. Start by just listening
2. Define your plan and align across departments
3. Choose product-savvy, social savvy agents. Train them well
4. Respond early to social media issues
5. Be authentic and respectful – this is still customer service
6. Think: what would your mother say? Everything is public now
7. Add a social media policy to your employee handbook
8. Give social agents the right tools (case management, knowledge)
9. Record social interactions to build social customer profile
10.Measure volumes/topics by channel to optimize channel/agent mix
Put Your Social Strategy to the Test
Blend social with traditional service channels
LISTEN
HANDLEMEASURE
First, Recap Today’s Customer Service Process…
(calls)
(the queue)(volume, AHT, FCR)
Provide An Amazing Service Experience On All Channels
LISTEN
HANDLEMEASURECustomer
(social conversations)
(trending topics, influence,
sentiment)
(tweets, posts)
The Social Customer Profile Provides Complete View of the Customer
Social Profile
Contact: Sarah Patel @sarahp
# followersrecent product tweetssocial influencerecent “likes”blog comments
account #service historyrecent casesproducts ownedteam insights
Twitter Handle on Twitter
Twitter Handle on Twitter
sarahpatel@sarahp
Live Agent Web Chat
Customer PortalKnowledge
Social
Search
One Platform
Service Cloud
Manager
Secure Performant Agile
Call Center
Visual Workflow
Entitlements
Source: Comscore, 2010
Improving Key Service Metrics and Improving Brand
First Call ResolutionReduce FCR from 7
days to 24 hours
Build Loyalty
Increased NPS by 45%
Deflect Calls
Handle 10x volume at World Cup 2010
Product InnovationCustomers invent the
Dell Linux Laptop
Differentiated Customer Care
Top 10 Twitter Company
CommunityEngagement
Crowd-source new ideas
DEMONSTRATION
THANK YOU