Social media can help companies deliver a customer service experience that aligns with customer expectations, resulting in a more loyal customer base and a larger wallet share. However, the value of these social technologies can’t be realized by just bolting them onto a suboptimal contact center. In this presentation, the presenters share tangible outcomes derived from cutting through the volume and complexity of information to understand what really matters in customer engagement.

1. Social Done the Right Way
Part 1: Turbocharge Customer Service
By Leveraging Social Technologies
Part 2: How Baylor Health Care Systems
Engages With Its Audience While
Managing Perceptions
Presented to:
Customer Service Experience

2. Ninety percent of customer
experience decision-makers tell
Forrester that a good customer
experience is critical to their
company’s success. Sixty-three
percent think the importance
of the customer experience
has risen.
2 © 2012 Forrester Research, Inc. Reproduction Prohibited

3. Few companies deliver an outstanding customer experience
3 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report

4. Good customer experiences are good for business
4 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)

5. The customer service leader must balance customer needs
with business needs
Cost
Customer
satisfaction and Compliance
loyalty
Revenue
5 © 2012 Forrester Research, Inc. Reproduction Prohibited

6. The customer service leader must balance customer needs
with business needs
Cost
Customer
satisfaction and Compliance
loyalty
Revenue
6 © 2012 Forrester Research, Inc. Reproduction Prohibited

7. Consumers want quick answers to questions or will abandon
Source: January 23, 2012, “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness
Strategy” Forrester report
7 © 2012 Forrester Research, Inc. Reproduction Prohibited

8. The reach of negative opinions about your brand is amplified
with social technologies
8 © 2012 Forrester Research, Inc. Reproduction Prohibited

9. The customer service leader must balance customer needs
with business needs
Cost
Customer
satisfaction and Compliance
loyalty
Revenue
9 © 2012 Forrester Research, Inc. Reproduction Prohibited

10. One solution is to move customer service to less
expensive communication channels
10 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report

11. Customers want to engage using a variety of
communication channels
11 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: North American Technographics® Customer Experience Online Survey, Q4 2011 (US)

12. Realize that online channel usage has grown in the
past two years
12 © 2012 Forrester Research, Inc. Reproduction Prohibited

13. Take a step back and think about the journey that
customers expect to have with a company
13 © 2012 Forrester Research, Inc. Reproduction Prohibited

14. Most of the time this journey is fractured. Why?
14 © 2012 Forrester Research, Inc. Reproduction Prohibited www..com

15. Most companies are a mess of disconnected technology
15 © 2012 Forrester Research, Inc. Reproduction Prohibited www.astutesolutions.com

16. Companies are not investing in shoring up the foundations
of good interactions
16 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: “Contact Center Purchase Plans 2011” Forrester report

17. Agents don’t have access to the right information at the
right time
17 © 2012 Forrester Research, Inc. Reproduction Prohibited

18. Companies cannot tame the knowledge problem
Email
18 © 2012 Forrester Research, Inc. Reproduction Prohibited

19. And the volume of social inquiries and comments
overwhelm companies
19 © 2012 Forrester Research, Inc. Reproduction Prohibited

20. Companies offer more customer touchpoints than ever before
20 © 2012 Forrester Research, Inc. Reproduction Prohibited

21. What can you do to make it better?
21 © 2012 Forrester Research, Inc. Reproduction Prohibited
2009

22. What is your value proposition
for your customers?
Costco Apple
22 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Costco and Apple Web sites

23. What does success look like?
23 © 2012 Forrester Research, Inc. Reproduction Prohibited

24. What are your unique
customer experience attributes?
Self-transport High-traffic
by customers store layout
Explanatory Suburban
catalogues, locations with More impulse
informative ample parking buying
displays and
labels
Limited
Self-selection
customer
by customers
service
Ease of
Limited sales Most items in
transport and
staffing inventory
assembly
Ample
Self-assembly
inventory on
by customers
site
Increased
“Knock-down” likelihood of Year-round
kit packaging future stocking
purchased
Modular Low
furniture manufacturing
design cost
Wide variety Ease of
with ease of In-house
design focused transport and
manufacturing assembly
on cost of
manufact-
uring
24 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Brandon Schauer, Vice President of Creative Services, Adaptive Path

25. Who are your customers?
What are their
personas?
What do they want
from you?
How do they want to
interact with you?
25 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Costco and Apple Web sites

26. What is their journey?
26 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Strativity

27. Focus on foundational elements to deliver excellent
customer experiences
27 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report

28. Then add social technologies in a way that they
complement and extend your service
28 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: January 30, 2012, “Navigate The Future Of Customer Service” Forrester report

29. Improve by listening to what your customers are saying
about you
Post identified
and classified
Community management
Escalate Direct Leverage knowledge
to communication base.
service? to poster.
Respond to poster.
Escalate to Track activity.
customer service.
Create
service
record.
Customer service management
Leverage knowledge
Resolve issue and base.
Route to
contact poster via
customer Respond to poster.
optimal channel
service agent.
(traditional or social).
Track activity.
29 © 2012 Forrester Research, Inc. Reproduction Prohibited

30. Thank you
Kate Leggett
+1 (650) 269-8658
Twitter: @kateleggett
Blog:http://blogs.forrester.com/ kate_leggett
kleggett@forrester.com
www.forrester.com
© 2009 Forrester Research, Inc. Reproduction Prohibited

31. Social Done the Right Way
Part 1: Turbocharge Customer Service
By Leveraging Social Technologies
Part 2: How Baylor Health Care Systems
Engages With Its Audience While
Managing Perceptions
Presented to:
Customer Service Experience

32. It’s not the strongest of the
species that survive, nor the
most intelligent, but the one
most responsive to change.
+ Charles Darwin

33. The situation
+! Metroplex is among the “We don’t just want one
most competitive markets of the best websites in
for healthcare the health care industry
+! Tired website experience —we want one of the
out of step with user best websites on the
needs, business internet.”
requirements and brand – Baylor Executive, 2007
+! Successful CRM,
advertising and
organizational shifts
+! Leadership saw the
writing on the wall

34. Getting from there to here
1.! Website – Rethink family of public
facing sites from the ground up
2.! Social Marketing – Identify where
to be and what to do

35. Key insight 1
Patients not
customers!

36. Key insight 2
Focus on
the 80%

37. Key insight 3
Continuity +
familiarity

38. Key insight 4
Think big,
plan in stages

39. Key insight 5
Our brand
is our brand no
matter where

42. The impact
Success is in the numbers.
+! In August ’08, there were approximately 60,000 home page views.
September ’08, the month after launch, home page views soared to nearly
160,000 = 166% increase
+! Find a Physician page views in September ’08 were less than 2,000.
October ’08 they were nearly 14,000 = 600% increase
+! Find a Location page views in August ’08 were approximately 2,000.
September ’08 they reached nearly 12,000: 500% increase

44. Getting from there to here
1.! Website – Rethink family of public
facing sites from the ground up
2.! Social Media – Identify where
to be and what to do

45. An open door to humanity online
“We follow our mission
“statement and our values from
“the top to the bottom. Social
“media tools would allow
“Baylor to show this—to be
“more personal with people in
“the community and to
“communicate our human
“touch manner.”
–Stakeholder Interview

46. Honing in on Baylor’s key audiences
Who do we want to engage?
Patients, family members, job seekers, and the general Dallas-Fort Worth community
Where will we find these people?
Blogs, Facebook and YouTube
Blogs Facebook YouTube
Never Never Never
1-10 1-10 1-10
times times times
11-20 11-20 11-20
times times times
21+ 21+ 21+
times times times

47. Key insight 1
Not all
social media
is equal

48. Key insight 2
Wherever you
go, be there
with purpose

49. Key insight 3
It’s about
engagement,
not publishing

50. Key insight 4
It’s a process,
not a project

51. Key insight 5
Always
connect
the dots

54. What it’s all about
Awesome image/graphic
Bringing it
all together

55. Customers should have a familiar service experience.
Everywhere. Every time.
YouTube
Mobile Facebook
self-service
Call Twitter
center
Hospital Web

56. The top 5 things we learned
+! Ask your audience what they want
+! Give your audience what they value
+! Make it easy for your audience to engage with you
+! Keep it fresh. Surprise them when you can
+! Remain true to your brand strategy

57. Thank you.
Thomas Mueller
Global Director, Customer Experience
Siegel+Gale
625 Avenue of the Americas
New York, NY 10011
tmueller@siegelgale.com
Twitter: @tmuellernyc