The Intersection of Social Media and

Transcription

1 The Intersection of Social Media and Customer Experience: Esteban Kolsky and Brent Leary Share Their Insights May 19 th, 2010, 11:00am EDT

2 Agenda Social Experience Esteban Kolsky Engaging The Social Customer Brent Leary Jacada Overview Richard Stern Roundtable Discussioni Questions From The Audience ************************************************************************************ Questions? You can submit your questions using the WebEx Q&A feature. 2

3 Social Experience Esteban Kolsky May 19 th, 2010, 11:00am EDT

4 what is an experience the total sum of all conscious events all providers create experiences for their products or services experiences can be joint or separate events experiences are either rational or emotional experiences involve all five senses (maybe six?) experiences are designed money buys, and demands, d experiences public utilities, monopolies and governments can also create experiences 4

5 rational v emotional experiences rational easier to develop and manage depends on logical tradeoffs in the client s mind each experience requires a balance between effort and results rational experiences can be easily matched or improved it only depends on the company price, discounts, quality, and value, and benefits are examples of rational experiences emotional depends only the client s sentiments not controlled by the company the experience must tap into clients feelings and sentiments to be effective lower quality emotional experiences are possible price of goods or services is usually higher to accommodate the price of the experiences builds over time only 5

6 paradigm or generational shift baby boomers generation x generation y loyalty economy service economy personal computes internet www social evolution 2000s 1990s 1980s 1970s 1960s generational paradigm generational paradigm generational 6

7 shifting relationship models traditional 1:1 relationship socially enhanced 1:m:1 relationship CRM social CRM

8 the social experience function function busine ess functi rules channel survey exp perience rules channel cial noise ion so customer (maybe) customer community

9 enhancing social experiences

10 Engaging The Social Customer Brent Leary May 19 th, 2010, 11:00am EDT

11 How important are the following factors in your decision to do business with the following types of companies? Dr. Natalie Petouhoff, Forrester 2010

12 In a study of 50 early adopter companies, discovered six keys to unlocking participation using Web 2.0 and social media A. Creating bottoms-up impact requires help from leadership B. The best uses come from users but they need help to scale C. What s in the workflow is what gets used D. Appeal to users egos and needs not just their wallets E. The right solution comes from the right participants F. Balance top-down and self-management of risk SOURCE: McKinsey analysis

13 Customer Reviews & Profiles = More Sales Cost of entry item for e-commerce Gains consumer trust Linked to consistent t personal accounts Find others like me

14 DirecTV & Twitter Our on-line monitoring team keeps a close eye on certain blogs and recognizes Twitter as the CNN of our brand, providing breaking news about our service. Recently, we identified a high profile athlete with a 1M+ following who had a problem with the DIRECTV service. We were able to privately contact this customer and solve their specific issue within hours of the original post, satisfying our customer and stopping a potential PR headache.

15 New Online Help Better Experience AND Improved Deflection Dynamic top 10 questions Myspace branding Inline help Easy access to account/password info Prominent section featuring new products Section regarding current/fixed bugs

16 Improved Web Experience = Massive Savings 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 - New Help Site launched Jan Feb Mar Apr May Jun Jul Aug In August, nearly 75,000 contacts deflected Annual run rate of 900,000 s deflected $2.2M annual savings for internal s $1M annual savings for outsourced s Biggest Win: SmartAssistant Cost savings funds future initiatives

17 Community-based customer support can offer significant cost savings, as well as other benefits Cost per contact $ per contact *-100 Support community 90%+ less costly than phone Phone/ click to call Web chat 1.9 IVR 0.7 On-line selfservice 0.3 Customer Communities Benefits beyond direct cost savings Increase customer satisfaction and loyalty Drive increased revenue (e.g., through recommendations) Increase productivity of support staff with knowledge base created by community Identify issues early on with new products Get inputs for future products SOURCE: Gartner/Avaya, Linksys; McKinsey analysis

18 Jacada Overview Richard Stern May 19 th, 2010, 11:00am EDT

19 Jacada Overview Leading global provider of customer experience management solutions for telecom, financial services, utilities and retail. Creates significant value by driving customer contact channel productivity, optimization and long-term improvement delivering ROI in as little as 12 months. Founded in 1990 and public since 1999 Offices in Atlanta, London, Munich, Stockholm and Herzliya, Israel with successful implementations on 4 continents. 150 Employees 19

20 Best of Breed Customers Worldwide Jacada solutions serve over 100,000,000 customers worldwide

21 A Simple Philosophy The results are compelling, consistent and efficient customer experiences that drive business growth and profitability 21

22 Loyalty and Preference Where do most loyalty defining interactions occur? Advertising Retail Call Center 53% of customers say that they have left a company due to a bad experience with customer service more than any other interaction channel 22

23 A Day In The Life of Your Brand Ambassador! 23

24 The Customer Experience Today 24

25 The Underlying Challenges Competing Objectives Tools and applications that draw focus away from the customer Frustrated Customers Agent Turnover 25

26 Unraveling The Experience Dilemma It s not a question of why but how and what. For most organizations, Customer Experience is difficult to measure and understand When they do measure, it is difficult to know where and how to begin to optimize agent tools and processes When they do optimize, it is difficult to refine and improve the customer experience over the long-term 26

27 Jacada Customer Interaction Suite Empowers you to take control of the customer experience Understand Optimize Improve Insight Multi-Channel Analytics Wo orkspace Desktop Simplification Adv visor Navigation & Automation 27 Fus sion Application Enablement Jacada JIM Dynamic Scripting

28 Delivering Satisfaction & Savings A better experience delivers a win-win for you and your customers Expense Reduction Decreased AHT Reduced error rate Reduction in training and complexity Decreased hiring and ramp-up for new CSRs Improved compliance / decreased risk exposure Improved first call resolution Revenue Generation Increased sales Increased close rates Increased revenue per transaction Improved up-sell/cross-sell opportunities Reduce Customer Attrition Experience Improved agent satisfaction Increased staff retention Increased agent skill-base Improved customer satisfaction In-call intelligence / analytics 28

29 Questions? You can submit your questions using the WebEx Q&A feature.

30 Esteban Kolsky Brent Leary Richard Stern ThinkJar CRM Essentials BrentLeary.com TheSocialCustomer.com Jacada Contact Us Thank You For Attending!