Bob Furniss ICMI #GoingSocial Presentation

transcript

Practice Details

•225+ Salesforce Certified•95+ Service Cloud Certified

Customer Success

Bob Furniss, Service Cloud Practice Lead

› 17+ years as customer experience consultant› 32+ years in the contact center industry› Salesforce and Service Cloud Certified› ICMI Certified Associate› Member, National Speaker Association› Senior Consultant, Cutter Consortium

› Had the opportunity to work with some of the

top brands in the world

bob.furniss@bluewolf.com901-230-0567@bobfurniss

› Customer Engagement is the Bottom Line

› Customer Service & Marketing are Merging

› Social Customer Service: Owned by Service

Today’s Agenda

70% of Service Employees are Measured on

Increasing Customer Engagement

Source: Bluewolf’s State of Salesforce

Profile of a Customer-Obsessed Enterprise

Everyone owns the customer, and someone always owns the moment

Know what your customers want before they do — and act on it

Customers are people,not transactions

Disruption:Customer Service and Marketing are merging with the rise of digital — you need a strategy!

Social Customer Service should be owned by the contact center — but it takes a partnership!

The New Metrics of Success

Leading organizations are not only measuring the time

and cost it takes to service a customer, but their

customer's overall engagement with their brand.

Small Efficiency Gains, Large Impact

147.9 million people in the U.S. own smartphones

62 percent of mobile market

https://www.comscore.com/Insights

#ScarySocial

60% of brands still don’t response to Social posts!

But this is really about the #positive…

It’s about your brand!

Tip #1

Build a Multi-Channel Social Service Strategy

Info-Tech Research Group20

Customer Engagement $$$

Customer Engagement $$E-Mail

Customer Engagement $Self-

Service

Customer Engagement $$$$Face-to-

Make the channel more efficient to save $

Engagement Cost

#1: Don’t Rely on Channel Efficiency & Channel Migration to Design Successful Customer Service Strategies

Customer Engagement $$E-Mail

Customer Engagement $Self-

Service

Channel Efficiency

Engagement Cost

Hybrid Channel

Engagement

#2: Forget the Notion of Lowering Cost-to-Serve by Trapping Customers in One Channel

Info-Tech Research Group

Info-Tech Research Group22

Call Cente

Customer Engagement $$Social

Monitoring

Customer Engagement $Social Media Servic

Hybrid-Channel Engagement:

A social example

Documented in CRM system!

Solution seen by user, their followers, followers’

followers, the company’s followers, etc.

Engagement Cost

#3: Focus on Resolving Issues Discovered as a Result of Proactive Monitoring

Hybrid-Channel Engagement:

A Social example

#Vodafail Campaign…

The Real Vodafone Success

Email Volume Socia

l Dire

Tip #2

ListenAnalyzePlanEngage.

What is your Social Readiness Factor?

Realize you need a Social plan

Identifying Social objectives & challenges

Plan developed; being deployed

Plan deployed; seeking improvement

Objectives & challenges met

Not involved and don’t see the value1

Basic Social Interactions

Listen

Analyze

Engage

PUSH PULL

Managing External Social Engagement

Tip #3

Develop a Social Playbook

Social Playbook

› Living document outlining the strategic and tactical plans for making Social Media a new channel in the contact center

Every Company is Unique

What is Most Appropriate and When?

Tip #4

Follow Companies That Do Social Well

Tip #5

Allow Agents To be “Social”

Invest in Internal Collaboration

Develop Internal Social Collaboration

› Build a business & culture that depends on collaboration

› Encourage & reward employees to build personal brand

› Establishing a “safe” culture of collaboration

› Drive employee engagement• Share real-time information • Encourage cross-department collaboration • Build an internal knowledgebase

Why We Must Be Customer-Obsessed

› 59% of Customers will Switch Brands to Get Better Customer Service

› 85% of your business could be lost due to poor customer service

› 73% will Spend More Because of a Good Service History

Source: Bluewolf’s Social Customer Service

For more information and content….

Share business card

TWITTER

@bobfurniss & @bluewolf

bob.furniss@bluewolf.com

901-230-056

www.bluewolf.com/

› For more Service content:

› bluewolf.com/icmi

Thank You!

Do Not Change – Required ICMI

› Failing to respond to brand mentions. Software Advice found that larger consumer brands respond to social mediamentions only 14 percent of the time. While your brand can't feasibly respond to every single mention, you should make an effort to prioritize and respond to mentions that will help create and build a customer advocate base. Retweeting or sharing a customer post that says something flattering about your brand will have a much bigger impact than a message coming from your company.

› Only responding to positive mentions. Positive customer mentions are a powerful marketing tool, but the way you respond to negative ones can really demonstrate how your brand handles customer service . Verrill recommended being diligent and tireless when it comes to identifying and responding to negative customer mentions.

› Using impersonal, poorly written responses. Customers want to know that a brand's social media is being run by a real person. Provide personalized, non-template responses in a conversational tone that matches the way users communicate on that particular site. You're probably going to have to convey similar information in each response, so come up with a list of different ways to say the same thing.

› Giving customers the runaround. Try to resolve a customer issue in the same channel where it was started. For legal reasons, it's not always possible to fully discuss details of a customer complaint on a public social network, but do as much as you can. If a customer tweets about a negative experience, respond to them on Twitter asking what you can do to help. If it can't be resolved through tweets or direct messages, give them your contact information to continue the conversation elsewhere immediately. Avoid asking customers to contact another department or wait for a response.

› Not resolving the issue publicly. If you do have to take the conversation offline, always return to the original channel and reach out to the customer afterwards (i.e., "We're so glad we were able to resolve the issue"). This way, that person's followers who saw the initial request for help can see that it ended in resolution.

› Missing the opportunity to ask for another chance. In cases where the issue can't be resolved, ask the customer for a chance to improve his or her future experience with the company through a voucher, coupon or product sample. Verrill warned that this option should be used with caution.

"You don't want to train your followers to get really upset [on social media] and expect free stuff," she told Business News Daily.