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Integrating social customer service into your omni channel strategyv2
- 2. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 2
The aim of omni-channel design is
an engagement experience that works
in any given customer situation
A Definition
- 3. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 3
Assisted
Service
Demand
Failure
The Outcomes - Current Engagement Mix
Self
Service
Proactive
Service
- 4. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 4
Assisted
ServiceDemand
Failure
Self
Service
Proactive
Service
The Outcomes - Target Engagement Mix
- 5. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 5
• Separate Channel Owners
• Digital v Voice
• Teams across Sites
• In-house v Partner
The Issue
- 6. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 6
Typical Market Positioning
- 8. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 8
Social - Part of Digital
- 9. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 9
“Social Is The Soul Of Digital”
...Becoming Too Tech Heavy
- 10. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 10
Visibility Raises Tactical Responsiveness
- 11. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 11
1s t Real T i me Cor por ate M i r r or
Fixing Stuff - Still Mainly Unexploited
- 12. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 12
Are We Learning?
- 13. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 13
But The Tools Are Now Here
- 14. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 14
Social = Smartphone Apps
- 15. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 15
Where Next?
- 16. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 16
“IM could become the platform that replaces the
browser…
…soon our first entry point for buying things, ordering
things, customer service, is likely to be an IM platform
with companies bolting into the back end of the
messaging experience”
SVP, Strategy & Innovation @ Havas Media
Takes Social Care Mainstream?
- 17. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 17
Is 1:1 Messaging Still Social?
- 18. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 18
Conclusions
Rapid consumer adoption of mobile behaviours
is changing the character and channel mix
of social customer service
- 20. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 20
Real Time Delayed
Live Automated
Restricted Unlimited
Public Private
Which Channel?
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016
- 21. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 21
Which Device(s)?
- 22. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 22
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016
Voice - Text - Video
Where Does Social Fit?
- 23. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 23
Not Forgetting Online Communities
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016
- 24. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 24
“In 2011, TD was the first bank in Canada to offer customer service 17 hours a
day, seven days a week through a dedicated North American Social Customer
Service team on Twitter and Facebook
In addition to today's launch of Messenger, earlier this year TD launched texting
as part of Social Customer Service, TD Helps (the TD online advice community)
and TD Live Chat on tdcanadatrust.com where customers are able to start a real-
time conversation”
“We are making it
easier than ever for
customers to
connect with a TD
specialist anytime”
Omni-Channel Mindset
- 25. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 25
Omni-Channel Mindset
- 26. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 26
Omni-Channel Mindset
- 27. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 27
It’s About Appropriate Choice
- 28. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 28
…In A Mobile Context
Choose Your Service Choose Your Channel Choose Your Time
Customer experiences greater choice in the workflow
- 30. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 30
Customer JourneysDigital Profiles
Design Inputs
Channel Attributes
- 31. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 31
Customer JourneysDigital Profiles
Design Inputs
Channel Attributes
- 32. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 32
Think digital competence
rather than generation
The Journey To Digital
- 33. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 33
Digital Profiling
Do you know how fast your customers
are adopting new digital behaviour?
- 34. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 34
The ABC of Digital Profiling
P h a s e o n e
• Collect public domain research
Where are your customers on their personal digital journeys?
- 35. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 35
Input: Public Domain Research
OFCOM The Communications Market Report 2015
2013 2014
Number of 4G
mobile
subscriptions 2.7m 23.6m
- 36. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 36
Input: Public Domain Research
OFCOM The Communications Market Report 2015
2013 2014
Proportion of
online adults who
use social
networking sites
66% 72%
- 37. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 37
Input: Public Domain Research
- 38. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 38
Where Service Journeys Start
- 39. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 39
The selling process is giving way to
the buying process
Source: 2013 Corporate Executive Board study of more than 1,400 B2B customers
The B2B Customer
- 40. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 40
Same Trends In B2C
- 41. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 41
P h a s e o n e
• Collect public domain research
• Add own research to fill in the gaps
The ABC of Digital Profiling
- 42. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 42
P h a s e t w o
• Analyse by demographics & any other available metadata
• Group customers by digital competency
• From ‘conservative’ to ‘progressive’
The ABC of Digital Profiling
- 43. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 43
P h a s e t h r e e
• Apply to your service strategy
• Should we be investing in a mobile service app yet?
• Is social customer service relevant to this segment?
• Will enough customers be able to mobile stream ‘how to’ videos to
justify as pilot?
The ABC of Digital Profiling
- 44. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 44
Customer JourneysDigital Profiles
Design Inputs
Channel Attributes
- 45. 45
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
Use outside-in thinking
Design Principle
- 46. 46
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
Think journeys not channels
Design Principle
- 47. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 47
Channel Choice Is Mainly Generational
Urban Legends
- 48. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 48
In Most Cases…
- 49. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 49
When a sked to ra nk w ha t’s im porta nt
w hen they intera ct w ith a n insurer, the
top pref erences a re
• Ability to speak to a live person 42%
• This goes up to 51% for female Millennials
But In Other Cases…
- 50. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 50
Prob ab ly th e mos t in flu en tial is th e typ e of tas k
• Is it easy or complex to complete?
• Does the customer feel expert or novice trying to deal with it?
• What emotions are associated with the task?
• How important is the task in terms of getting it done
fast/accurately/effortlessly?
12.05.2016 Intelecom Footer
What Drives Channel Choice?
- 51. 51
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
Accepted Wisdom
- 52. 52
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
Channels Multiply
They Seldom Die
Design Principle
- 53. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 53
Why Channel Shift Design Is Flawed
Between doing what you (the customer) want and what a brand wants
you to do, who is going to win?
- 54. 54
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
Right channel mix is based on
understanding customer tasks
Design Principle
- 55. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 <#>
• Is this a well understood, low value service task?
• Prioritise ‘low effort’ and ‘speed of resolution’ as the main
drivers of customer satisfaction in this particular customer
journey
• Can shortcuts be introduced for power users?
Service Design Thinking
- 56. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 <#>
• Is this a complex issue in which the type of service needed is not
initially obvious to the customer, so menu choice is not so straight
forward?
• Embed ‘easy to access’ help and context driven prompts to help
find the right qualified resource
Service Design Thinking
- 57. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 <#>
• Is this an interaction triggered from some prior failure caused by the
organisation?
• Is the customer already emotionally stressed and in a mood for an argument?
• For example, unexpected charges on a regular monthly bill or an aborted
online experience that was deeply frustrating
• How can we signal recognition of their state and an appropriate
escalation path?
Service Design Thinking
- 58. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 <#>
• Is the customer being presented with a self service routine that
requires access to certain information to complete the service task?
• Something which the average customer is unlikely to have memorised?
• How can we make the customer made aware at the earliest possible
point to avoid later frustration?
Service Design Thinking
- 59. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 59
Customer JourneysDigital Profiles
Design Inputs
Channel Attributes
- 60. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 60
f2f
video
voice
text
C o m m u n i c a t i o n
B a n d w i d t h
B od y lan gu age feed b ack
Facial feed b ack
Ton e of voice feed b ack
F u ll
Narrow
C o m m u n i c a t i o n
T r a d e - o f f s
Communication Hierarchy
- 61. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 61
Messaging Is More Than Text!
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016
Voice - Text - Video
- 62. 62
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
High value sales
When trust in brand flows from
trust in individual
Video Strengths
- 63. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 63
F a c e b o o k L i v e M e e r k a t P e r i s c o p e B l a b
Video Is Hot
74% of brands embed videos in their Facebook posts
62% embed videos in their tweets
- 64. 64
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
S C E N A R I O S
When it’s complex
When its emotional
When it matters
E X A M P L E
Problems
Complaints
Retention
Voice Strengths
- 65. 65
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
- 66. 66
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
S C E N A R I O S
Explanations
Simple advice
Escalation
E X A M P L E
How to do something
Where to find something
From self service to live
Text Strengths
- 68. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
Social Self
Service
- 69. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 69
Self Service Trends
- 70. 70
I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016
“Amelia doesn’t have just an IQ, she has an EQ as well. She is equipped
to sense human emotions and respond appropriately”
Virtual Assistant
- 71. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 71
w a t c h e s & l e a r n s
Virtual Assistant
- 72. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 72
How can I help you?
Twitter Based Virtual Assistant ?
- 73. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 73
Rise Of The Bots
“Unlike other AI-based services in the market, M
can actually complete tasks on your behalf. It can
purchase items, get gifts delivered to your loved
ones, book restaurants, travel arrangements,
appointments and way more.”
- 74. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 74
SE Communications
Build In Escalation To Live Assistance
- 76. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 76
Assisted
Service
Demand
Failure
The Outcomes - Current Engagement Mix
Self
Service
Proactive
Service
- 77. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
© Brainfood Consulting 2016 77
Assisted
ServiceDemand
Failure
Self
Service
Proactive
Service
The Outcomes - Target Engagement Mix