rxp gem c4 presentation
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Excelling at Customer Service in the Social Media Age
Paul Weald
21 January 2010
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Multi channel communications
• The business context – the fours Cs– Contact Strategy– Customer
demographics– Communications
capability– Control
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So what makes excellent Customer Service?
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How to exploit social media
• Information Distribution– Own web site– Third party sites– Multi-media (text, voice and video)
• Customer Response– Callback– Webchat– Collaboration tools– Chat Moderators
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Anglian sell windows and conservatories
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Online form filling to make an enquiry
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Callback form pops up
Anglian have increased the appointment conversion rate by 80%
They have also simplified the form as a result of user feedback
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West End Theatre bookings
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Text chat – Hemareplies promptly
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Web chat potential
• Example of an ISP– Telco client e.g. selling broadband– Dedicated live chat operators handle up to 4
simultaneous chat sessions– Option of chat provided at key pages in purchase
process – to specific customer groups– Conversion increased from 5% to 20% on these
pages– Significant ROI on providing facility
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Collaboration tools
• Innovative use of technology– NSPCC Online service designed
to help youngsters communicate more freely with counsellors
– Secure environment 'white board' allows children to draw pictures
– Commonly used in the counsellingof children who find it difficult to express themselves on painful issues like family breakdown.
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Chat Moderators
• With the rise in use of social networking communities – how do ensure user generated content is
appropriate?• Example from RXP online bingo client
– Role of CM is to monitor users, run online bingo chat games and foster a sense of community
– Studies show providing this level of Customer Service means that players stay longer and return more often
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Don’t forget the strategy!
• Start with the fours Cs– Contact Strategy
• Channel Management– Customer demographics
• Who uses what?– Communications capability
• Insource and/or outsource– Control
• Remember - it’s a viral thing!