Serving the Social Customer: How to look good on the social dance floor for customer service
•Télécharger en tant que PPTX, PDF•
2 j'aime•688 vues
The presentation of Dr. Nicola Millard, BT Global Services, at the 5th Social Media Day on 28-05 in Antwerp, Belgium.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
En vedette
Similaire à Serving the Social Customer: How to look good on the social dance floor for customer service
Similaire à Serving the Social Customer: How to look good on the social dance floor for customer service (20)
Plus de Rien van den Bosch
Plus de Rien van den Bosch (16)
Dernier
Dernier (20)
Serving the Social Customer: How to look good on the social dance floor for customer service
- 1. BT Contact. Relationships that grow Serving The Social Customer Dr Nicola J. Millard Customer Experience Futurologist BT Global Services nicola.millard@bt.com @DocNicola Copyright BT Global Services, 2014
- 2. BT Contact. Relationships that grow 2 Easy does it! Copyright: BT Global Services, 2014 5% Felt they had got good value for money when they had a difficult experience 44% Say that loyalty to companies is a thing of the past (50% in the UK).
- 3. BT Contact. Relationships that grow 3 “Net Easy” does it. Making it Easy is the missing link between operational quality and loyalty: Operational performance Customer experience Advocacy Incremental value Churn reduction NPS Net Easy OCR & RFT Why measure Easy? True voice of the customer Drives advocacy, VFM & loyalty Highly actionable feedback Applicable in all channels Engages and resonates with staff Low effort also = lower cost Customers finding it easy are 40% less likely to churn Thanks to Joanna Howard Copyright: BT Global Services, 2014
- 4. BT Contact. Relationships that grow 4 Some channels are easier than others. Thanks to: Joanna Howard Voice auto
- 5. What’s so ‘easy’ about digital and social media? Human, personalised engagement Quick turnaround, no wait time Customer in control “One Stop Shop”: no hand-offs No IVR Proactively reaching out to customers Open, transparent communication Rapid & effective messaging Copyright: BT Global Services, 2014
- 6. BT Contact. Relationships that grow 6 Speed of change is accelerating. Copyright BT Global Services, 2014 say they constantly change the way they deal with organisations say organisations make it easy to switch between different channels1:2 17%
- 7. BT Contact. Relationships that grow 7 Connecting the networked expert Consumers often or sometimes struggle with employees… 58% Have got better help from other consumers than employees 70% Often I know more about the problem than the employee 85% Put me on hold as they don’t know what to say 79% Employees have struggled to answer my queries 86%are happy to be transferred to someone trained to answer complex questions 2:3 Have a better call if advisor has same interests as me Employees need help to deal with today’s consumer Copyright BT Global Services, 2013
- 8. BT Contact. Relationships that grow 8 Webchat – The digital champion? 88% Of advisors rated Webchat as good or very good 26% Of customers use webchat as a preferred contact channel currently 82% Of customers rated Webchat as good or very good 15% Increase in productivity compared to phone 9 in 10 consumers want support while online 68% Would like to have webchat offered whilst online 89% Want my queries answered by a person whilst shopping online Copyright BT Global Services, 2013
- 9. BT Contact. Relationships that grow 9 Mind the smartphone generation gap! 16-34 year olds driving smartphone commerce Copyright BT Global Services, 2013
- 10. BT Contact. Relationships that grow 10 Social media usage increases. Growth in social media to interact with organisations: 39% of smartphone users do it while on the move 39% used their smartphone to comment on Facebook or Twitter about customer service just received 23% trust content on organisations websites 19% Find it easier to contact organisations via Social Media only Copyright BT Global Services, 2014
- 11. BT Contact. Relationships that grow 11 There are very big differences between sectors. Source: Serving the Social Customer, 2012, Dr Nicola Millard: Sample of customer activity with 14 brands in 2 weeks 21 3 4 5 6 Copyright BT Global Services, 2014
- 12. BT Contact. Relationships that grow 12 Why customers use social media. 84% were about failures in traditional contact channels Copyright BT Global Services, 2014 Source: Serving the Social Customer, 2012, Dr Nicola Millard: Sample of customer activity with 14 brands in 2 weeks
- 13. BT Contact. Relationships that grow 13 “Primal scream” Twitter. Twitter: A great place for top-of-mind comment and opinion and whinging about bad service generally (not detailed enough for specific complaints). Lots of questions and a fair number of compliments. BUT very transitory. Copyright BT Global Services, 2014
- 14. Fire in Gerrard Street exchange Simple, transparent communication……Great in a crisis! RichieJones Now that is transparency!! RT: @BTCare: Service restoration now underway but may take some time. See pic: http://bit.ly/gw07ZE CallMeKallam @MangaUK The exchange is in Gerrard Street, but I believe that caters for the West End. Follow @BTCare for info, they're good! 65% increase in Twitter followers: “Brace yourselves: rare praise for BT” Thanks to Joanna Howard. Copyright BT Global Services, 2014
- 15. BT Contact. Relationships that grow 15 ….Or in a life-and-death situation: #londonriots Tweet from @BTCare: “Major pressure on 999 tonight, please call in absolute emergency only #londonriots” Tweet Reach: 311,896 people, via 385 retweets Wait time on 999: from 41 seconds to 0 seconds Copyright BT Global Services, 2014Thanks to Joanna Howard.
- 16. BT Contact. Relationships that grow 16 Friendly Facebook: The place where loyal customers gather? A much friendlier place than Twitter because a lot of Facebook activities are from people who literally ‘like’ the brand. A big place for compliments, questions and comments but can be used to complain about service. Customers themselves may step up to defend the brand against negativity. Copyright BT Global Services, 2014
- 17. BT Contact. Relationships that grow 17 Friendly Facebook? Not so friendly Facebook I value my privacy and tend to prevent my profile from being especially visible on Facebook, so I wouldn’t use it to contact anyone outside my network.” Agree that the ads on Facebook are tailored to my interests 14% Find it easy to contact companies through Facebook pages 19% 83% have used Facebook to interact with an organisation - 8% regularly buy products through Facebook, 24% go from Facebook to websites to make a purchase - 21% use Facebook as a reference to read other customers product reviews - 20% of people expect to receive more offers and deals - 13% would like to be able to get customer service through webchat on a companies’ Facebook page - Only 35% agree that organisations should always show negative views on their Facebook page See the number of ‘likes’ on a company’s page as a mark of its success 22% Copyright BT Global Services, 2014
- 18. BT Contact. Relationships that grow 18 Community collaboration: Forums. Forums tend to be a little more niche than Twitter or Facebook. A big place for compliments and comments but they also give customers the space to deliver EXTREMELY LONG rants. Content stays there for years. Often anonymous – often staff commenting. Copyright BT Global Services, 2014
- 19. BT Contact. Relationships that grow 19 A funny thing happened on the way to the forum… Copyright BT Global Services, 2014
- 20. BT Contact. Relationships that grow 20 Networking experts: @BTCare & @BTBusiness. Thanks to Dr Simon Thompson . Copyright BT Global Services, 2014
- 21. BT Contact. Relationships that grow 21 Networking social experts. Voice Webchat VoIP SMS / MMS E-mail ‘Call me’ Video Social Media Home Workers Branch Offices Remote Workers Mobile Workers Contact Centres HQ Copyright: BT Global Services, 2014
- 22. BT Contact. Relationships that grow Thank You! Dr Nicola J. Millard Customer Experience Futurologist BT Global Services nicola.millard@bt.com Twitter: @DocNicola BT Let’s Talk Blog: http://letstalk.globalservices.bt.com/en/ author/nicolamillard/ Copyright BT Global Services, 2013