Hello.. How to build and scale successfull social customer operations May 28 th 2015 Jeroen van Dam...
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Transcript of Hello.. How to build and scale successfull social customer operations May 28 th 2015 Jeroen van Dam...
Hello.
How to build and scale successfull social customer operations
May 28th 2015Jeroen van Dam – Managing Director Engagement
The broader perspective
Organisation
Culture
Team
The broaderperspective
Source: ‘When to offer fewer customer Service Channels’, Harvard Business Review, 2015
1.Quick & easy access to the channel
2.Customers believe that question, complaint, transaction will be completed succesfully
CHANNEL PREFERENCE IS BASED ON
EVERYTHING HAS CHANGED
Social media is the favoured interaction channel for 36.4% of generation Y consumers.
Source: ‘Global Contact Centre Benchmarking Report’, Dimension Data, 2015
43% say a fast response to questions is important to their social experience
Sources: ‘Consumer Views of Live Help Online’, Oracle, 2012 & ‘The Social Habit’, Edison Research, 2013
58% of customers want complaints dealt with on social media
EVERYTHING HAS CHANGED
Customers with a positive social experience are three times more likely to recommend you
Sources: NM Incite Report, 2013. Bain & Co, 2013
Customers that use social media for customer service spend 20% to 40% more.
Customer Satisfaction has dropped 4 years in a row
Source: ‘Global Contact Centre Benchmarking Report’, Dimension Data, 2015
CUSTOMERS’ MAIN REASON FOR SWITCHING PROVIDERS
Source: Marketingcharts.com January 2015. Data by Accenture
Poor quality of the customer experience
I lost trust in the company
Lack of expertise in customer service
Company bureaucracy
Limited service options
72%
44%
36%
24%
24%
It’s not only about being the funniest but..
ON SOCIAL
... about building succesfull social customer journeys: a question answered, a problem solved or a transaction secured?
The broader perspective
Organisation
Culture
Team
Organisation
Don’t bother customers with your silo’s
Service or Sales?
Every live contact is a failure of your process
DIGITAL FIRST
Source: ‘Why Companies Should Care about eCare’, McKinsey,2014
DIGITALENGAGEMENT CENTRE
Callcenter or
DIGITALENGAGEMENT CENTRE
The broader perspective
Organisation
Culture
Team
Culture
EXPECT FAILURE
SalesServiceYour brandYour (potential) customers
YOUR FAILING SOCIAL TEAM IS RESPONSIBLE FOR
Guidelines not scripts Room for discussionEmpowerment
GIVE YOUR TEAM
Knowledge is power
SCIENTIA POTENTIA EST
Sir Francis Bacon (1561-1626)
KNOWLEDGE IS EASY TO ACCQUIRE
Who knows more?
Consumers know more than service representatives
WHO HAS THE POWER?
and definitely more than managers
Learn from your customers
WHAT DOES THAT MEAN FOR YOUR CUSTOMER SERVICE?
The broader perspective
Organisation
Culture
Team
Team
#alwayson
PEER-TO-PEER FOR YOUR CUSTOMERS AND YOUR EMPLOYEES
Managing Leading Guiding
LEADERSHIP STYLES
HOW WE BUILD OUR TEAMS
Bachelor
Raised as digital nativesHired for mindset & empathy
Trained for Engagement skills
+
Customers OrganisationCultureTeam
SUCCESFULL SOCIAL CUSTOMER OPERATIONS
Thank you.
