Social Customer Support Field notes from a Social Support Traveler

Version 4 - finalFinal

Brad SmithVP Global Support Experience

TSIA Champions Summit

Spring TSW – May 2011

Yahoo GSX Group Charter

To monitor, mentor, and assist customers in receiving & perceiving value from Yahoo!

…through compelling self-help solutions, engaging peer support communities and effective agent-assisted

solutions

2

Our goal: Make every customer support touch-point matter….

33

Assisted

Peer SupportCollaboration

Self-Help

Self-Help Supt: emerging KPIs• Increase of Activity (# of sessions & views)• Increase of Success (case deflections)• Increase of Efficiency (clicks to solution)• Improved ratio of ‘New vs. Known’

P

( CUSTOMER EXCEPTIONS )

Case deflectionAnd engagement

Case deflectionAnd engagement

Collaboration Supt: emerging KPIs• Increase of Activity (# of Posts & Views)• Increase of Success (case deflections)• Increase of Growth (% active members)• Improved customer engagement

P

Assisted Supt: emerging KPIs• Decrease of assisted cases• Increase of Knowledge Activity• Increase of targeted proactive Chat Supt • Improved ratio of ‘New vs. Known’

P

7m Tech Cases 260m Self-service Interactions 200m views & posts

Future State Support VisionNew focus on: Preemptive, Proactive, Reactive Social Customer Engagement

Chat suptL1 Supt

L3 Supt

Tech Moderation

Social Listening Posts

Audience Care Eco-System: emerging KPIs• Improved customer/partner satisfaction• Decrease costs per answer (improved margin/case)• Increase customer intimacy & VOC insights at scale• Increase consistency of branded experience touches

P

4

Real time coverage of outage events

Listening for and

engaging with

customers about

their issues or

questions

Alert up coming

customer impact

events

Social Support Opportunity MapPro-Active SupportReactive Support

Pas

sive

E

ngag

emen

tD

ynam

ic

Eng

agem

ent

Social 911

Social 511

Social 411

Self-help support Kiosk

5

Assisted

Social Engagement

Self-Help

Assisted Support7M Tech Cases$1.05 per Email$5.20 per Chat

Unassisted Support240M Self Help Sessions$0.002 per Answer

Social Support4 US ‘Property’ Samples190M Potential Network Reach$0.002 per Answer

Social Engagement VisionNew focus on: Preemptive, Proactive Customer Engagement

Support Agents

Social Listening Posts

TypeSocial

MentionsNegative

Sentiment

Potential for Social

EngagementTarget for Self Service (61%)

Total Cost ($/Answer =

$ .002)

Avg # of Twitter

FollowersPotential Network

Reach

Yahoo! 5,067,321 32.8% 1,710,471 1,043,387 $2,086.77

163

190,078,261

Y! Mail 308,734 29.9% 92,311 56,310 $112.62 9,178,457

Y! Account 221,014 28.4% 62,658 38,221 $76.44 6,230,048

Y! Messenger 229,666 20.1% 46,240 28,206 $56.41 4,597,619

Totals 5,826,735 1,166,124 $2,332.25 190,078,261

Servicing these 4

product lines on

Twitter = potential

reach of 190m/yr

Social Customer Journey to Support

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Twitter

Facebook

Linked In

Micro Blog

Publications

HELP! Account Locked out

First Response or Last Resort?

Customer Question

Social Radar:Monitor Community HeathID individuals in distressAutomatically

Listen – Filter - Analyze

Capture

?

?

Engage

No

Customer Engagement Triage

Engage?

Direct engagement – Bots?

Contact

Thank You

Self-helpContent

Community Support

Assisted Support

Customer Survey:CSAT?

Resolution Rate?Loyalty?

Solve Issue & Survey

Twitter Follower

Facebook Fan

Become a fan

Twitter

Facebook

Linked In

Micro Blog

Publications

Re-tweetShare

LikePost

Proactive Support Re-Broadcast

Promote & Advocate

Many Stakeholders: Goal is to identify platform(s) to meet majority of listening needs to gain efficienciesData Insights Global Comms Customer Advocacy Consumer & Brand

MarketingProduct Marketing

-Sentiment toward Yahoo! and competitors (AOL, Google, etc.) -Insights around CSAT-Sentiments around Mail (Yahoo! and competition), Search (Q2) & Media (Q3)

-Consumer, media and b2b reputation scores-Media share vs. competitors -Media Influencers -Social media and blog efforts for brand-Internal comms -Analyst insights

-Proactively find and help users in distress-Social support metrics & analytics-Voice of customer insights-Identification of Influencers- Service customer “How To?” and “Where to Go?” requests

-Insights -Identification of Influencers -SOV and sentiment on marketing campaigns (across Colleen’s, Barbara’s and Louise’s teams)

-Insights about adoption/concerns with key products such as Mail and Messenger-Identify consumer likes or dislikes about the competitive products

7

8

Radian 6 Attensity 360: VirtuOz InQuira Facebook SproutSocial

Attensity 360 JitterJam: InQuira VirtuOz Tweetdeck JitterJam

netBase Radian 6 Rightnow RightNow Twitter Tweetdeck

JitterJam Twitter Twitter SproutSocial SocialOomph

Twitter JitterJam Seesmic Desktop

SocialOomph Twitter

Seesmic Desktop Radian 6

Social Support Engagement Tool AssessmentHow Automatable are these tools to handle interactions at scale?

Customer Engagement Triage1) Who are you? (Klout)2) What is your issue? (Fixable?)

Social Radar:Monitor Community HeathID individuals in distressAutomatically

Direct engagement – Bots? Monitor Support Re-Broadcast

Self-help, community, or assisted support

Listen – Filter - Analyze Engage? Contact Solve Issue & Survey Promote & Advocate

Follow our Fans

Become a fan

Also evaluating:

JiveBuzzient

Lithium

RightNow Social CX

Visible Tech

Also evaluating:

EPI Analytics

Social Dynamyx

JiveBuzzient

Lithium

RightNow Social CX

Visible Tech

9

Social Support Future State 3 yr Roadmap2011 2012 2013

Launch pilot for social support automation tool(s) for scalable support engagement

Build out scalable, automated handling of Social 911, 411 and 511 interactions

Expand social support eco-system into (EFIGS) Intls

Expand Social listening posts utilizing netBase® social media monitoring tool

Integrate social support process into new Yahoo! Help P2P Community

Expand social support eco-system into other Intls

Work with Social Marketing team to integrate Y! Help page into other social channels (Minty rollout & other properties)

Integrate social support automation into RightNow® CRM Support system

Build and train social support team in EMEA/APAC to manage social support eco-system

Further define social metrics, collect & mine data into the Data Warehouse (Social & VOC)

Integrate RSS feed from Inquira into social channels (top 10 articles) for proactive Help & increase social network

ipV6 CA Help Initiative to proactively help customers avoid internet outages on June 8th

Open up Customer Support Kiosks on all Yahoo Facebook sites

Integrate social plug-ins into other migrated Help properties (Tweet, Facebook Share/Like)

Segment support services based on Facebook fan or Twitter Follower status

Questions?