Author and trainer Martin Hill-Wilson kicks off #SCSS14 by setting the current social customer service scene and summarises the key area the industry still needs to address

1. ²
²
²
Best Practice
In Social Customer Service
What Works & What’s Still Broken?

2. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
1. social #custserv - part of….

3. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
1st Principles
Channels Multiply
They Seldom Die

4. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Multi-Channel Journeys

5. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
© Brainfood Consulting 2014

6. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Mapping The Social Journeys

7. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – 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
©Brainfood Consulting 2013
Design Dashboard

8. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014

9. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Escalation
P2P support is great but only
answers 40% of questions on
average
Therefore 60% need escalating
to live assistance

10. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Escalation
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – 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
©Brainfood Consulting 2013
O2#TweetServe
• balance
• remaining data
• call allowance
• system updates
• handsets offers

11. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Best of... Leverage P2P
knowledge
by integrating into
customer’s favoured
platforms

12. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Cross Channel
Advisor
Virtual Advisors
IVR
Email
Chat/Messaging
Social
Smartphone
FAQs
Visual Advisor
Voice – Text – Video
L I V E – 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

13. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
From
Twitter
To
Chat
Same
Advisor
Cross Channel

14. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
From Chat
Back To
Twitter
Earn
Word Of Mouth
Cross Channel

15. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
1. The Task
• The easiest/fastest way
• Its importance
• Timeliness/responsiveness
• Accuracy/audit trail
• Experience
2. Their Situation
• At home/at work/on the
move
• Location & desire for
privacy
• Time to spare, in a rush
• Communication options
Influences On Channel Choice

16. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Influences On Channel Choice
3. Their Communication
Habits
• Forms of communication
& devices they have
become familiar with and
trust
4. Their Awareness Of Options
• What they do/do not know
you offer as means of
communication

17. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
1. The Task
• Offer a full range of
appropriate channels
Promote them based on
their value to the
customer than their
internal unit cost
2. Their Situation
• Understand customer
circumstances
• Design for most frequent
communication needs
Implications

18. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Implications
3. Their Communication
Habits
• Ask them and log as CRM
trigger
4. Their Awareness Of Options
• Promote as part of a
professional service
offering

19. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Signposting

20. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
2. SLAs - 2014 differentiator

21. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Responsiveness

22. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014

23. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Responsiveness:
Very Responsive 60%
Responsive 20-59.9%
Somewhat Responsive 5.01-19.9%
Not Very Responsive 0.01-5%
Unresponsive 0%
Response speed:
Very Fast Under 30 Minutes
Fast Under 1 hour
Average Under 4 hours
Below Average Under 24 hours
Slow Over 24 hours

24. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Little Common Best Practice

25. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Context Drives Expectations

26. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Enough To Differentiate

27. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
3. One Agenda - ever more important

28. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
personal
blogs
review sites
TripAdvisor etc
self help
forums
online
communities
branded
expert sites
LinkedIn
Google+ Facebook
Twitter
YouTube
Pinterest
Tumblr
Sina Weibo
Service Priorities
peer2peer
support
corporate
blogs
ecommerce
reviews
Social
ListeningAbility To Influence
STRONGWEAK
1st Tier Priority
• A Customer asking you a direct question
• A customer expressing dissatisfaction
• Customers that have an urgent
product/service need
• Escalating potential crisis issues
2nd Tier Priority
• General references of your products and
services
• Positive experiences of your products and
services
• Indirect references that are relevant to your
industry

29. P l a n n i n g F o r S o c i a l C u s t o m e r S e r v i c e E x c e l l e n c e
© Brainfood Consulting 2014
GOODWILL
INDEX
In today’s world of socially minded and mobile
connected consumers, a brand’s goodwill index
can rise and fall across the day with the same
volatility as their share price
We are slowly waking up to the realisation that
this demands co-ordinated real time
management to even keep up, let alone get
ahead

30. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
A Need For ‘One Agenda’

31. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Next Generation Engagement
Social
Media
Monitoring
Categorisation
ENGAGE
IGNORE
IMPROVE
INNOVATE
Marketing
Sales
Service
People/Situations
CX
Organisation
Product
Service
Analytics
Change Management
Global SMEs Regional SMEs Local SMEs
Collaboration
Uncovering
the opportunity
Ensuring
the benefits

32. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
4. Works & Still Broken

33. B e s t P r a c t i c e I n S o c i a l C u s t o m e r S e r v i c e : W h a t W o r k s & W h a t ’ s S t i l l B r o k e n ?
© Brainfood Consulting 2014
Level Of Interest
People/Tech Investment
Towards SocialCRM
Consistency of CX
Crisis Mgt
Closed Loop Improvement
Use of Social Data
Individual Flashes Of Genius