Presentation I made at the 5th Call Centre Congress in Warsaw Oct 2010

1. 1 Co- Designing Sky’s E-Service

2. 2

3. 3

4. 4 Understanding the new politics between socially empowered customers and brands

5. Connectivity Causes A Shift In Power 5

6. In How We Relate 6

7. In How Well We Relate 7

8. You Say Nothing Is More Important, But… Do I Matter? 8

9. Is This How You Experience My Customer Journey? 9

10. I Am A New Type Of Customer 10

11. Snapshot Of The ‘Social’ World 11

12. Broadcast v Listen 62% Felt that ‘companies are only interested in selling products and services to me, not necessarily the product or service that is right for me’ 12

13. Transparency & Trust 7% Trusted companies to ‘always act in their best interest’ 13

14. Self Generated Fantasy 9% Trusted what the company says about itself 14

15. Importance As Stakeholder 10% Thought companies took note of what they said 15

16. Trusted Advice 95% Used some form of internet comparison site formal and informal locations friends, families, professional reviews people they believe are similar to themselves 16

17. Open To Dialogue 69% Believed there would be a positive impact from companies taking more time to find out about their needs and interests 17

18. Open To Participation 82% Were interested in participating in product development Believed it would make them more likely to tell others about the company 18

19. 19 Why FAQs and Web Chat areno longer adequate online responses

20. How We Spend Our Time Online In UK 20

21. 21 Mobiles Drive Social Networking Growth

22. Your Impact Is Now Very Public

23. Traditional v New Assumptions 23 Emerging Version multi-channel & social platforms Traditional Version tactically integrated channels

24. CRM Goes Social 24

25. 25 Exporting your customer services into customer's online environments

26. Facebook & Twitter 26 Source: The Social Customer Engagement Index – 118 organisations June 2010

27. Majority Started Within Last 12 Months 27 Source: The Social Customer Engagement Index – 118 organisations June 2010

28. Volumes Still Small 28 Source: The Social Customer Engagement Index – 118 organisations June 2010

29. 29 Going Where The Customers Are

30. Customers can post a comment to a brand’s Facebook Support wall, which is then pushed into the support system as a ticket with the Facebook customer listed on the ticket The customer service representative can push an update by responding directly on the wall Capabilities include Self service via a searchable FAQ Live chat Real time monitoring of posts and comments 30 Going Where The Customers Are

31. Going Where The Customers Are Create clear channel guidelines Vodafone have ensured they can dedicate the VodafoneUk account to customer service, by creating a separate account to broadcast exclusive news and latest deals called VodafoneUkdeals 31

32. 32 Customer Service Via Customer Communities

33. 33 Customer Service Via Customer Communities

34. Customer Service Via Customer Communities 34 The knowledge Base is managed and maintained by an organisation’s customer base It feeds and is fed by a number of social support functions Blogs, Ideation, product/service specific user forums

35. One Clear Reason For Communities 35

36. Where Communities Fit 36

37. 37 Examples of how this is working

38. 38 Real Time Support ‘Ask Wells Fargo’ supports customers in real time –while keeping true to their bankers hours tradition. Rather than hide behind a logo, they use real human voices and names, increasing trust

39. ‘Cloud’ Based Community Support 39

40. 40 Example Of Current Best Practicemass employee participation

41. 41 Example Of Current Best Practicetwitter logon

42. 42 Example Of Current Best Practicedesign layout

43. 43 Example Of Current Best Practice‘multi-modal’ access to knowledge

44. Example Of Current Best Practicedepth of video catalogue 44

45. 45 Example Of Current Best PracticeLithium’s approach to recognition

46. Example Of Current Best Practicesocial media policy to empower employee participation RESULTS In 2009 2.5m customers posted 79,000 messages and read over 81m messages 95% of community conversations are peer-to-peer support The Community provides about a $5m benefit to the organisation 46

47. New Style Social Media Centres Keep Separate Or Integrate Into Call Centre? View online debate @ http://www.web-strategist.com/blog/2010/10/14/social-media-mission-control-the-contact-center-must-evolve-socialsupport/ 47

48. d 48 Implication for your 2011 strategy and plan

49. Find out if your customers use social media and visit social networks ‘Listen’ and find out if and where you need to intervene Work out how the customer journey will now work Understand what implications this has on workflow, systems and resourcing Decide where it sits and internal ownership Within call centre Separately Consider the use of customer communities Stay up to date with best practice as it emerges 49