Delivering Superior Customer Service is Everyone s Responsibility

Transcription

1 Delivering Superior Customer Service is Everyone s Jeremiah Owyang, Industry Analyst, Altimeter Group David Lowy, Vice President of Product Management, Moxie Software

2 Webinar Logistics Thank you for joining today! Submit questions via the WebEx Chat panel Session will be recorded and sent to attendees with presentation Participate on

3 Photo 1 Image by toomuchcoffee used with Attribution as directed by Creative Commons 3 Let's do a story about real world stores

4 Photo 2 Image by fortinbras used with Attribution as directed by Creative Commons 4 I think I saw a picture of some angry customers writing on tables at a restaurant with ketchup and mustard.

5 Photo 3 Image by King Soopers & City Market Careers used with Attribution as directed by Creative Commons 5 "You wouldn't leave your store unmanned with support strategy, so why would you do this online? Show Moxie examples?

6 6 Developing a Social Support Strategy For Moxie Software August 2, 2011 Jeremiah Owyang Industry Analyst and Partner

7 7 Companies average an overwhelming number of corporate owned accounts Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate) Platform Average # Accounts Twitter 39.2 Blog 31.9 Facebook 29.9 LinkedIn 28.8 Forum/Message Board/Communities 23.4 YouTube 9.4 Foursquare 6.3 All others 5.3 Flickr 3.8 Gowalla 0.3 Sum 178 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees

8 8 Compounding Demands Compounding Demands

9 41% of programs are reactive to requests 9

10 A chronology of brands that got Punk d 10

11 Incidents of social media crises grow year over year Year over Year Occurrence of Crises Cases

12 Most social media crises are preventable 12 Crises Cases Inevitable 24% Preventable 76%

13 13 Preventable crises occurred at companies which were not prepared Companies who suffered a social media crisis lacked the following: Internal Education Professional Staff Triage Plan Employee Policy Influencer Identification Moderation Community Guidelines

14 Image by icebirdy used with Attribution as directed by Creative Commons Social Support Strategy

15 Follow a 5-tier approach to social strategy 15 Self-Support Peer-to-Peer Customer Advocates Empowered Employees Direct Support

16 Follow a 5-tier approach to social strategy 16 Self-Support Peer-to-Peer Customer Advocates Empowered Employees Direct Support

17 4. Integrate social onto the corporate website We asked 140 Corporate Social Strategists: What three external (go-tomarket) social strategy objectives will you focus on most in 2011? Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

18 18 22-person company and Seattle bag-maker Tom Bihn offers support through YouTube videos

19 MetricStream created ComplianceOnline.com an education portal for compliance professionals 19 MetricStream, a provider of risk, compliance, and governance solutions created an online portal for compliance professionals, rich with resources such as a Q&A forum (left) and news articles submitted by users (right).

20 Follow a 5-tier approach to social strategy 20 Self-Support Peer-to-Peer Customer Advocates Empowered Employees Direct Support

21 Community platforms are a top social business priority for all maturity levels 21

22 GiffGaff mobile customers rewarded for support activities through payback system 22 GiffGaff, a small UK-based mobile virtual network operator with only 14 employees, has no call center. Instead, the community receives pre-pay credits and badges for contributions. The community answers 50% of customer questions. The average response time is 3 minutes.

23 2M members connect and self-support within SAP Community Network 23 SAP Community Network boasts over 2M internal and external members with 6,000 forum posts daily and over 200,000 assets, including posts in forums, blogs, wikis, and other resources like whitepapers.

24 Follow a 5-tier approach to social strategy 24 Self-Support Peer-to-Peer Customer Advocates Empowered Employees Direct Support

25 25 Figure 7: Average Annual Spending by Corporations on 12 Social Business Categories in 2011 by Program Maturity Level (Sorted by Advanced Levels) Source: Altimeter Group

26 Fiskars Fiskateer moms lead a crafting brigade In 2006, 5 women were selected as Fiskateers. The program added an online community and certified 50 Demonstrators, who in turn certified 20 more who certified 100 more each. Fiskateers are paid for 15 hours/week of ambassador time. The program is run out of PR. Fiskars calls for applications every 2 years.

27 Adobe recognizes 390 top users through Community Professional program 27 These top contributors and high influencers often include their Community Professionals title on their blogs and in their signatures. They must reapply every year there is over a 90% retention rate. The program is managed by 1 manager.

28 Microsoft recognizes 4000 MVPs every year the program is run by 50 dedicated staff 28 Every year 4000 MVPs are nominated by peers, employees, and other MVPs, and selected by an internal panel. The length of service is one year.

29 Follow a 5-tier approach to social strategy 29 Self-Support Peer-to-Peer Customer Advocates Empowered Employees Direct Support

30 Most companies organize into Hub and Spoke 30 Source: The Career Path of the Corporate Social Strategist, Altimeter Group, December 2010

31 31 Texas Instrument employees answer questions leading to increase in product trials E2E is a support community of more than 50K electrical engineers. Dedicated TI employees participate in E2E. They were requesting 6 times the number of samples across 3 times the number of product areas. - Devashish Xaxena, Internet Marketing Source: How Texas Instruments' E2E Community is Driving Engagement, GasPedal, 2010

32 A collective force of thousands of Best Buy employees support customers 32

33 Home Depot empowers hybrid social media store associates For their How-To community, 25 sales associates produce social content to support customers (e.g. blogs, videos, reply to forum posts). They spend 2 days a week specifically on social media and 3 days a week in the store. 33

34 Follow a 5-tier approach to social strategy 34 Self-Support Peer-to-Peer Customer Advocates Empowered Employees Direct Support

35 35 Figure 7: Average Annual Spending by Corporations on 12 Social Business Categories in 2011 by Program Maturity Level (Sorted by Advanced Levels) Source: Altimeter Group

36 36 Acuvue redirects product questions on Facebook Acuvue reserves the right to screen content and makes clear what type of content will be removed via its Terms of Use box, e.g. inaccurate information, defamatory, spam, or contains personal contact information.

37 HyattConcierge offers 24/7 service 37

38 Wells Fargo responds to customers within business hours 38 Demonstrating both a human voice and setting expectations of how they ll help customers during office hours, Wells Fargo demonstrates best practices.

39 Proactively monitor and respond to customer issues with a listening and/or sentiment platforms 39 From Moxie Social Media page

40 Image by randomcuriousity used with Attribution as directed by Creative Commons Final Remarks Altimeter Group

41 Best practices 41 Mindset: Customers complaints are opportunities not threats. Caution: As companies accelerate their social support efforts, responding to customers in social channels reinforces the behavior of complaining in public. Fix the root issues, beyond the customer complaints. Transform your support processes and go where customers are. Know when to support customers and when to shift to private channels.

42 Social + Traditional + Collaboration = Superior Customer Experience 42

43 Work Social > Work Smart Enables contact centers to leverage the best intelligence within the organization and its trusted partners. Alert employees and partners within the organization about issues in real time with no disruption to existing workflow. Provide an open collaboration environment leveraging crowd-sourced knowledge of employees and partners. 43

44 Identify & Respond to Social Media Protect your brand and provide better customer service by responding to customers in social networks. Listen, filter, identify, and respond to social customers and prospects like any other channel. Support social networks such as Twitter, Facebook, Yelp, Flickr, YouTube, Bing, Blogger, Digg Enable agents to direct message and respond publically from within the Agent Workspace Moxie Software

45 Social Media > Chat > Collaboration > Resolution Enable agents to move customers from a public social medium into a private chat conversation. Provide a workspace that allows agents to search the knowledgebase for consistent answers and alert subject matter experts within the existing workflow. 45

46 Resolve Issues in a Collaborative Environment Blog, Wikis, Ideation, Projects, Groups, Search, Expert Location, Knowledge Spaces Collaborate to solve issues and crowd source ideas from entire teams. 46

47 Customer Service is Everyone s Responsibility Close the Loop: Customers: better experience Agents: rapid access to the resolution Organization: fewer issues reported, organization-wide awareness, shorter time to resolution 47

48 North America: Europe: +44 (0) Web: Sponsored by Moxie Software - the social workspace enables companies to connect employees, customers and partners to engage in business, share knowledge and collaborate. Today s Speakers: Jeremiah Owyang, Industry Analyst Altimeter Group jeremiah@altimetergroup.com web-strategist.com/blog with assistance from Sr. Researcher Christine Tran David Lowy, Vice President of Product Management Moxie Software dlowy@moxiesoft.com

49 Open Research: Use and share with attribution 49 Available for download at

50 50 ABOUT ALTIMETER Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at or contact info@altimetergroup.com.