The document discusses how connecting social media and customer data can improve organizations' service delivery. It argues that linking these two sources of information allows organizations to gain real-time insights into customer needs and sentiment. This integrated view of customers can then be used to personalize services, identify at-risk customers, and improve overall service performance. The key is to treat social media as a source of input about customers and leverage existing customer data to determine the best ways to respond to and serve customers.

1. Using the social web to re-define
service delivery
November 2014

2. Why the social web & service delivery?
For those organizations which link the social web to their service delivery data
and systems, the benefits in improvements to service delivery efficiency,
accountability and customer satisfaction are there for the taking.

3. Why the social web & service delivery?
Making this connection is the essential first step to extract more value from the
social web in the provision of services, and create powerful, real-time feedback
systems.

4. Why the social web & service delivery?
The new focus needs to be on how to use the real-time intelligence available
from the social web effectively, quickly and systematically to improve and grow
services and improve the efficiency with which they are delivered.

5. Knowing customers’ needs through the
social web
Two discrete worlds need to be brought together:

6. Knowing customers’ needs through the
social web
Two discrete worlds need to be brought together:
Social
Customer web
Service
delivery

7. Knowing customers’ needs through the
social web
Two discrete worlds need to be brought together:
Customer
The technology now exists to make this a reality.
Service
delivery
Social
web

8. Knowing customers’ needs through the
social web
Without this, the quality of insights devolves to meaningless, tactical “noise”
measurements.

9. Knowing customers’ needs through the
social web
The key is in knowing where to deploy valuable resources to maximize returns,
so that the value of being able to react almost instantly to signals received from
customers is magnified and accelerated.

10. Knowing customers’ needs through the
social web
Organizations can now systematically plug the “instant insights” of the social
web into their existing service planning and fulfilment worlds,
to create a single view of that often-elusive bigger customer picture,
and then to take the right action more quickly, in a more directed fashion.

11. Connecting the social web to
organizations
In a world in which customers are connected through social media to
organizations,
the delivery of services becomes more efficient, effective and faster.

12. Connecting the social web to
organizations
In a world in which customers are connected through social media to
organizations,
the delivery of services becomes more efficient, effective and faster.
At the heart of this is the new ability to personalize individual experiences,
to make them relevant and timely,
and do so in a way that can be scaled.

13. Connecting the social web to
organizations
If these insights plug into existing data, connecting into this integrated view are
details that can include:
• the capture and understanding of individual needs

14. Connecting the social web to
organizations
If these insights plug into existing data, connecting into this integrated view are
details that can include:
• the capture and understanding of individual needs
• service delivery

15. Connecting the social web to
organizations
If these insights plug into existing data, connecting into this integrated view are
details that can include:
• the capture and understanding of individual needs
• service delivery
• awareness of customer sentiment

16. Connecting the social web to
organizations
If these insights plug into existing data, connecting into this integrated view are
details that can include:
• the capture and understanding of individual needs
• service delivery
• awareness of customer sentiment
• new service lead indicators

17. Connecting the social web to
organizations
If these insights plug into existing data, connecting into this integrated view are
details that can include:
• the capture and understanding of individual needs
• service delivery
• awareness of customer sentiment
• new service lead indicators
• the opportunity to create and deliver new services

18. Think of social media
as providing the input
triggers (insights or
reactions)…
…and existing data
as providing the
best output triggers
to act on that insight

19. Think of social media
as providing the input
triggers (insights or
reactions)…
…and existing data
as providing the
best output triggers
to act on that insight
whether that be an instant service call,

20. Think of social media
as providing the input
triggers (insights or
reactions)…
…and existing data
as providing the
best output triggers
to act on that insight
whether that be an instant service call, more effective scheduling of services,

21. Think of social media
as providing the input
triggers (insights or
reactions)…
…and existing data
as providing the
best output triggers
to act on that insight
whether that be an instant service call, more effective scheduling of services,
the pursuit of overdue payments,

22. Think of social media
as providing the input
triggers (insights or
reactions)…
…and existing data
as providing the
best output triggers
to act on that insight
whether that be an instant service call, more effective scheduling of services,
the pursuit of overdue payments, or the gathering of customer sentiment for
use in new product or service development.

23. Making connections
The first step is to connect databases with the comments taking place across
the social web.

24. Making connections
The first step is to connect databases with the comments taking place across
the social web.
Next comes the start of the interpretation of these conversations, with a
systematic profiling of these individuals from the information they have chosen
to place into social media.

25. Making connections
The first step is to connect databases with the comments taking place across
the social web.
Next comes the start of the interpretation of these conversations, with a
systematic profiling of these individuals from the information they have chosen
to place into social media.
The result is a new set of data, now enriched with profiles loaded with relevant
triggers and insights.

26. Transforming understanding
The result is a transformation of the data.

27. Transforming understanding
Organizations can understand better those key events in customers’ lives that
provide early signals about customers’ particular situations.

28. Transforming understanding
Organizations can understand better those key events in customers’ lives that
provide early signals about customers’ particular situations.
The level of detail reflects the information posted into the social web by the
individual.

29. Transforming understanding
Organizations can understand better those key events in customers’ lives that
provide early signals about customers’ particular situations.
The level of detail reflects the information posted into the social web by the
individual.
It’s a rich data set that, when plugged into existing data, allows decisions to be
made about how best to connect customers to the right services at the right
time through the right channel.

30. Transforming understanding
Organizations no longer have to rely on historical data to make decisions about
the future.

31. Transforming understanding
Organizations no longer have to rely on historical data to make decisions about
the future.
They now have valuable real-time data that strengthen the quality and depth of
their understanding of customers.

32. Being closer to customers means
improved service delivery performance
Connecting existing data to the social web closes and tightens the integrated
services loop, and triggers an improvement in service delivery at every level.

33. Being closer to customers means
improved service delivery performance
The result is context, meaning and insight. Organizations can more easily
identify the right people to talk to, leading to improvements in service delivery
and better management of costs.

34. Being closer to customers means
improved service delivery performance
By finding and understanding the right people, organizations can offer a better,
more interesting and personalized experience to the right people, and increase
these numbers.

35. Being closer to customers means
improved service delivery performance
They can provide services with a clear difference to the right people at the right
moment.

36. Being closer to customers means
improved service delivery performance
They can provide services with a clear difference to the right people at the right
moment.
They can identify which individuals are at risk, and take appropriate action.

37. Being closer to customers means
improved service delivery performance
They can provide services with a clear difference to the right people at the right
moment.
They can identify which individuals are at risk, and take appropriate action.
They can discover which individuals influence others, work to engage them as
ambassadors, and find other influential people who can do the same thing.

38. Being closer to customers means
improved service delivery performance
By connecting content, people and services in the social web, and connecting
all these to existing internal systems and processes,
organizations can close the gap between themselves and the customers they
serve,
and drive real measurable value from the social web.

39. Go to http://bit.ly/1oOulBd for a copy of this paper.