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- 1. Spanlink Communications, Inc., Proprietary Materials 1 © 2010 Spanlink Communications, Inc. All Rights Reserved Social Media and Customer Care Cisco SocialMiner
- 2. Spanlink Communications, Inc., Proprietary Materials 2 © 2010 Spanlink Communications, Inc. All Rights Reserved Objectives •What is Social Media and is it relevant to me? •Are people really talking about businesses and brands in Social Media and in what context? •Can Social Media have an impact on my business and brand? •What can I do about it? How do I begin to listen and engage? •Are companies just talking about this or are they actually engaging?
- 3. Spanlink Communications, Inc., Proprietary Materials 3 © 2010 Spanlink Communications, Inc. All Rights Reserved Social Media Customer Care Multi-Media Capture & Storage Video Enabled Customer Care Collaboration Agent Desktop Enabling True Customer Collaboration Today Future Combining the Power of Speech Self-Service Enterprise Experts Multichannel Virtual Contact Center Routing & Reporting Customer Collaboration Today+ Future
- 4. Spanlink Communications, Inc., Proprietary Materials 4 © 2010 Spanlink Communications, Inc. All Rights Reserved The future of Customer Care? http://www.youtube.com/watch?v=InrOvEE2v38
- 5. Spanlink Communications, Inc., Proprietary Materials 5 © 2010 Spanlink Communications, Inc. All Rights Reserved Question? •What is Social Media and is it relevant to me?
- 6. Spanlink Communications, Inc., Proprietary Materials 6 © 2010 Spanlink Communications, Inc. All Rights Reserved Social Media Landscape •500 million+ active users •150 million active users log on through mobile devices •50% log on everyday •Second most popular site in the U.S. •Users spend over 700 billion minutes per month •55 million tweets per day •75 million users •A new member joins every second •Executives from all Fortune 500 companies are members •60+ million members •2 billion videos viewed per day •24 hours of video is uploaded every minute
- 7. Spanlink Communications, Inc., Proprietary Materials 7 © 2010 Spanlink Communications, Inc. All Rights Reserved Question? •Are people really talking about businesses and brands in Social Media?
- 8. Spanlink Communications, Inc., Proprietary Materials 8 © 2010 Spanlink Communications, Inc. All Rights Reserved Social Media Landscape •20% contain a product or brand reference (11 million per day or 83/second)
- 9. Spanlink Communications, Inc., Proprietary Materials 9 © 2010 Spanlink Communications, Inc. All Rights Reserved What people are saying - good They are saying nice things.
- 10. Spanlink Communications, Inc., Proprietary Materials 10 © 2010 Spanlink Communications, Inc. All Rights Reserved What people are saying – not good They are saying not-so-nice things.
- 11. Spanlink Communications, Inc., Proprietary Materials 11 © 2010 Spanlink Communications, Inc. All Rights Reserved People are asking for Advice
- 12. Spanlink Communications, Inc., Proprietary Materials 12 © 2010 Spanlink Communications, Inc. All Rights Reserved Question? •Ok so what? Can Social Media really impact on my business and brand?
- 13. Spanlink Communications, Inc., Proprietary Materials 13 © 2010 Spanlink Communications, Inc. All Rights Reserved
- 14. Spanlink Communications, Inc., Proprietary Materials 14 © 2010 Spanlink Communications, Inc. All Rights Reserved “United Breaks Guitars” Viral Video Receives 9M hits http://www.youtube.com/watch?v=5YGc4zOqozo&feature=channel Dave Carroll, featured on CNN and MSNBC, was contacted directly by United Airlines after 50,000 hits.
- 15. Spanlink Communications, Inc., Proprietary Materials 15 © 2010 Spanlink Communications, Inc. All Rights Reserved Question? •What can I do about it? How do I begin to listen and engage?
- 16. Spanlink Communications, Inc., Proprietary Materials 16 © 2010 Spanlink Communications, Inc. All Rights Reserved http://www.youtube.com/watch?v=aRFkNmqep5Y
- 17. Spanlink Communications, Inc., Proprietary Materials 17 © 2010 Spanlink Communications, Inc. All Rights Reserved Question? •Is anyone doing this today?
- 18. Spanlink Communications, Inc., Proprietary Materials 18 © 2010 Spanlink Communications, Inc. All Rights Reserved Social Networking in the Contact Center: 2009 Actively preparing to incorporate social networking Studying the potential impact of social networking Social networking will have no impact What's social networking? Source: Paul Stockford Saddletree Research
- 19. Spanlink Communications, Inc., Proprietary Materials 19 © 2010 Spanlink Communications, Inc. All Rights Reserved Actively using social networking Expect to incoporate social networking in the next 12 months Expect to incoporate social networking in the next 24-48 months Social networking will have no impact What's social networking? Social Networking in the Contact Center: 2010 Source: Paul Stockford Saddletree Research
- 20. Spanlink Communications, Inc., Proprietary Materials 20 © 2010 Spanlink Communications, Inc. All Rights Reserved Companies are taking action today Comcast
- 21. Spanlink Communications, Inc., Proprietary Materials 21 © 2010 Spanlink Communications, Inc. All Rights Reserved Social Miner helps make a positive impact Before CCP: 6/9/2010 – 7/9/2010 After CCP: 7/9/2010 – 8/9/2010 7/9/2010—Zone starts engaging customers. Facebook fans and Twitter followers continue to grow everyday Source Before CCP A Month After CCP % Change # of facebook fans 4,083 4,251 4% # of twitter followers 2 96 N/A Minutes spent per visit from twitter users 6.22 22.27 N/A Minutes spent per visit from facebook users 14.06 19.59 39% www.zonediet.com total visitors 86,888 93,671 8%
- 22. Spanlink Communications, Inc., Proprietary Materials 22 © 2010 Spanlink Communications, Inc. All Rights Reserved Measurable Results Go-Daddy $700M revenue increase Sonic (Roxio) Phone call - $29 Email or Chat - $9-10 Self Service/SM - ?
- 23. Spanlink Communications, Inc., Proprietary Materials 23 © 2010 Spanlink Communications, Inc. All Rights Reserved Social Customer Engagement 1. Capture 2. Analyze & Prioritize 3. Communication Workflow 4. Assign & Engage Customer Airline lost my luggage! Social Media Appliance Social Media Customer Care Agent
- 24. Spanlink Communications, Inc., Proprietary Materials 24 © 2010 Spanlink Communications, Inc. All Rights Reserved Customer care and brand monitoring analytics Feature Integration with Cisco Unified Intelligence Center Social customer care engagement metrics Brand Monitoring statistics Benefit Real-Time dashboard of social media activity Measurement of social media campaign effectiveness
- 25. Spanlink Communications, Inc., Proprietary Materials 25 © 2010 Spanlink Communications, Inc. All Rights Reserved Deep Intelligence
- 26. Spanlink Communications, Inc., Proprietary Materials 26 © 2010 Spanlink Communications, Inc. All Rights Reserved
Notes de l'éditeur
- http://gayrights.change.org/blog/view/targets_brand_buzz_is_in_the_toilet_over_anti-gay_donation Brandweek BrandIndex Report, which measures how consumers feel about a given company on a week-by-week basis. Through surveying American customers, You Gov analyzes the buzz and excitement that a certain product or brand name has. Nearly 5,000 people are interviewed daily as part of the You Gov survey, and the weekly reporting gives a pretty vivid picture of what companies have the hearts of the American consumer base, and which ones need to do some major fence mending. *left two bullets are from startribune article: http://www.startribune.com/local/100051999.html
- Simply put, customer collaboration drives customer intimacy and delivers business value, and Cisco--the worldwide leader in Unified Communications--is leading the way. There are four primary areas where Cisco is driving the development of customer collaboration solutions: social media customer care, network-based multi-media capture and recording, new agent desktop paradigms, and focused video solutions These build upon existing Cisco customer care capabilities and innovations in speech self-service, presencebased enterprise experts, multichannel customer care, and virtual contact center routing and reporting. 1) Consider first the explosion of the social web. From Twitter to Facebook to YouTube, people worldwide are engaging in an ever-increasing number of online conversations and interactions. And part of that conversation is consumers talking about the companies that they do business with. Sometimes they are saying good things, and sometimes they are complaining. The question is: are companies listening? And can enterprises react to both the good and the not-so-good coming from customers in social media? Cisco believes that leading edge organizations will incorporate the ability to capture, analyze, and prioritize customer conversations originating in the social web and then assign the most relevant interactions into the workflow of customer care representatives. This provides order to the often-chaotic world of social conversations, and allows businesses to respond in an organized and measureable way. 2) While the social web is one example of real-time intelligence driving improved customer care, a second aspect of customer collaboration comes from businesses keeping contact center agents and supervisors up-to-date with relevant information regarding customer interactions. This is ideally accomplished by a real-time multi-media recording and processing solution that embeds capture functionality in the network and securely delivers customer conversations—including voice, video, and screen data—for use with enterprise applications such as compliance, quality management, analytics, and tagging. Select applications can feed updates and information to customer care agents and supervisors. Contact centers handle thousands of customer conversations a day but unfortunately much of the enterprise intelligence from those conversations is lost. However, with a network-based capture solution an enterprise can economically capture all customer conversations and support analytics solutions to mine those customer conversations to improve business intelligence, thereby increasing agent productivity and effectiveness. 3) A third example of customer collaboration can be found in next-generation agent and supervisor desktops that integrate traditional contact center functions with enterprise social software and business intelligence derived from network-based recording and analytics solutions. Such a personalized work environment uses a web-based client with all the power and capability of traditional "thick client" applications. More importantly, however, the new agent desktop provides a single, customizable cockpit that enables the customer care provider to seamlessly leverage multiple assets and information sources to assist customers. 4) The fourth customer collaboration trend Cisco is leading can be called "focused" video for customer care, meaning that video elements are engaged in the call flow only when they truly provide demonstrable value; this saves on bandwidth requirements and minimizes operational costs. Thus, caller self-service sessions might best be supported with audio-only Interactive Voice Response (IVR) systems or applications on intelligent devices which then escalate to video interactions when a customer service representative becomes available. Cisco offers such video solutions today with Unified Customer Voice Portal (CVP).
- http://gayrights.change.org/blog/view/targets_brand_buzz_is_in_the_toilet_over_anti-gay_donation Brandweek BrandIndex Report, which measures how consumers feel about a given company on a week-by-week basis. Through surveying American customers, You Gov analyzes the buzz and excitement that a certain product or brand name has. Nearly 5,000 people are interviewed daily as part of the You Gov survey, and the weekly reporting gives a pretty vivid picture of what companies have the hearts of the American consumer base, and which ones need to do some major fence mending. *left two bullets are from startribune article: http://www.startribune.com/local/100051999.html
- There are over 100 Million status updates posted per day between just Facebook and Twitter. While it’s true that perhaps 99.9% are irrelevant to your company…when the numbers are this large and growing quickly it’s easy to see how the quantity of useful conversations is starting to become meaningful.
- http://gayrights.change.org/blog/view/targets_brand_buzz_is_in_the_toilet_over_anti-gay_donation Brandweek BrandIndex Report, which measures how consumers feel about a given company on a week-by-week basis. Through surveying American customers, You Gov analyzes the buzz and excitement that a certain product or brand name has. Nearly 5,000 people are interviewed daily as part of the You Gov survey, and the weekly reporting gives a pretty vivid picture of what companies have the hearts of the American consumer base, and which ones need to do some major fence mending. *left two bullets are from startribune article: http://www.startribune.com/local/100051999.html
- There are over 100 Million status updates posted per day between just Facebook and Twitter. While it’s true that perhaps 99.9% are irrelevant to your company…when the numbers are this large and growing quickly it’s easy to see how the quantity of useful conversations is starting to become meaningful.
- ** Note: best to go to search.twitter.com and facebook and customize these next three charts by grabbing some screenshots related to the company you are presenting too. If you are in a rush, you can use these charts. The brand-name has been blocked out. ** While we sometimes focus on the negative, there are also customers that are providing praise to companies products and services. Some companies are now being proactive and responding back by thanking customers who compliment their products; and/or repeating their quotes in order to amplify the positive buzz associated with their offer.
- This is a posting a public area of facebook. Note how this customer is providing feedback not only on the product/service but also her husbands contact center experience. The days of the “customer satisfaction survey” are numbered. Customers are now choosing when/where to give feedback. Companies need to start paying attention. This is also an example of the amplification effect of social media. Five years ago, a bad experience would have been shared amongst the members of a single household. Perhaps this customer might have told another parent she was standing next too at her kids soccer game. ….but now with social media she just told her entire circle of friends, perhaps 100/200 people on facebook. She also posted this in a public area of Facebook, so anybody researching this company may come across this type of post. While it’s true that much of Facebook is a private walled garden, there are plenty of public areas like “fan pages” where customer’s post public messages. Also, increasingly Facebook members are making even their status updates public.
- http://gayrights.change.org/blog/view/targets_brand_buzz_is_in_the_toilet_over_anti-gay_donation Brandweek BrandIndex Report, which measures how consumers feel about a given company on a week-by-week basis. Through surveying American customers, You Gov analyzes the buzz and excitement that a certain product or brand name has. Nearly 5,000 people are interviewed daily as part of the You Gov survey, and the weekly reporting gives a pretty vivid picture of what companies have the hearts of the American consumer base, and which ones need to do some major fence mending. *left two bullets are from startribune article: http://www.startribune.com/local/100051999.html
- http://gayrights.change.org/blog/view/targets_brand_buzz_is_in_the_toilet_over_anti-gay_donation Brandweek BrandIndex Report, which measures how consumers feel about a given company on a week-by-week basis. Through surveying American customers, You Gov analyzes the buzz and excitement that a certain product or brand name has. Nearly 5,000 people are interviewed daily as part of the You Gov survey, and the weekly reporting gives a pretty vivid picture of what companies have the hearts of the American consumer base, and which ones need to do some major fence mending. *left two bullets are from startribune article: http://www.startribune.com/local/100051999.html
- admin CCP@C1$co
- http://gayrights.change.org/blog/view/targets_brand_buzz_is_in_the_toilet_over_anti-gay_donation Brandweek BrandIndex Report, which measures how consumers feel about a given company on a week-by-week basis. Through surveying American customers, You Gov analyzes the buzz and excitement that a certain product or brand name has. Nearly 5,000 people are interviewed daily as part of the You Gov survey, and the weekly reporting gives a pretty vivid picture of what companies have the hearts of the American consumer base, and which ones need to do some major fence mending. *left two bullets are from startribune article: http://www.startribune.com/local/100051999.html
- A survey conducted with 110 contact center professionals in 2009 Notes from: https://www.myciscocommunity.com/community/technology/collaboration/business/blog/2010/09/29/social-media-in-the-contact-center-beyond-the-hype
- Similar questions asked to those 110 customer service professional—results reveal a clearly shifting trend regarding social networking in the contact center. Survey results are representative of the US contact center industry with a confidence level of 95% and a confidence interval of 10. Notes from: https://www.myciscocommunity.com/community/technology/collaboration/business/blog/2010/09/29/social-media-in-the-contact-center-beyond-the-hype
- ** Note: best to go to search.twitter.com and facebook and customize these next three charts by grabbing some screenshots related to the company you are presenting too. If you are in a rush, you can use these charts. The brand-name has been blocked out. ** While we sometimes focus on the negative, there are also customers that are providing praise to companies products and services. Some companies are now being proactive and responding back by thanking customers who compliment their products; and/or repeating their quotes in order to amplify the positive buzz associated with their offer.
- ** Note: best to go to search.twitter.com and facebook and customize these next three charts by grabbing some screenshots related to the company you are presenting too. If you are in a rush, you can use these charts. The brand-name has been blocked out. ** While we sometimes focus on the negative, there are also customers that are providing praise to companies products and services. Some companies are now being proactive and responding back by thanking customers who compliment their products; and/or repeating their quotes in order to amplify the positive buzz associated with their offer.
- Engaging in social media customer service is a journey, with a sensible migration path for businesses and organizations who embark upon it. Those who begin the path reap certain benefits, but the true rewards come from those who progress along the path, moving steadily to the upper levels.