10 Lessons for Social Customer Service

10 LESSONS THAT SOCIAL CUSTOMER SERVICE (TRADITIONAL CAN LEARN FROM RIGHT MENTION TO THE RIGHT AGENT Traditional customer service is adept at directing queries to the right team or individual. Social platforms can also use automation by analysing keywords and phrases. 55 OF CUSTOMERS FEEL FRUSTRATION I0g when having to repeat the same information to multiple customer reps or across multiple channels. 1 We have developed a tool called 'Automations' which identifies specific types of mentions through related keywords and phrases and automatically assigns relevant mentions to a specific team or individual agents. Traditionally this has been managed through a 'manual' triage which is a cumbersome task and has an impact on response time. Luke Porter- Head of Social Customer Service, Sentiment. 2 MANAGING SPIKES To help manage spikes contact centres use call caps, queues and overflow to an outsourcer. In social we can bring in back-up staff from other teams. We can also use automation to tag and remove 'noise' from the customer service queue. BE PREPARED have a protocol for what to do when things go wrong USE AN EARLY WARNING SYSTEM TOPICS MONITOR keep a close eye on topics, take note of monitor the volume of conversation about your brand online AND RESPOND monitor negative conversations regularly. 3 sudden changes We deal with peaks and troughs by training 30-40% more people than are needed to give them room for manoeuvre. Building flexibility is really important. Dominic Sparks - CEO, Tempero 3 24/7 SUPPORT Most traditional support is offered during limited hours, but some larger companies are able to offer round-the-clock support. They have staff on hand at all hours responding to urgent queries from any channel, including social media. 57% 53% 32% of customers think that of people who engage of customers said that they expect a RESPONSE from a brand a brand's customer service with a brand response time should be THE SAME on the on Twitter expect a RESPONSE within 30 MINUTES. 5 WEEKDAYS and WEEKENDS. in 1 HOUR or less. 4 LAST AGENT ROUTING With voice, if a customer calls back we would try to route them to the same agent they spoke to last time. Social tools can automatically assign tweets this way. 65% 62% 02 of customers feel of customers feel frustration if they have to frustration when contact a company WAITING ON HOLD MULTIPLE TIMES for a long period of time for the same reason Customer frustration in the online customer experience CSTS BRANDS in reputation, referrals and other lost opportunities. 7 (5 SUPERVISOR VISIBILITY AND MONITORING In voice, supervisors can listen to live calls. In social, you can set up Supervisor Dashboards that show the volume of mentions coming in, the number assigned to each agent, average handling time and more. The people who sit on the frontline carry an enormous responsibility to do as well as they can for the brand they represent. However, that brand still needs a command centre which has senior people sitting in real time, ready to respond if (or when) tidal inbound is happening. Martin Hill-Wilson - Author of "Delivering Effective Social Customer Service" 6. COMMAND AND CONTROL Contacts centres keep close control of their agents using scripts for voice or template responses for email and webchat. On social, there are a number of options for keeping close control or offering creative freedom: key Word Let agents move outside of canned responses, Restrict agents, so they can only respond via 'CANNED RESPONSES' Give agents free reign, but include a range of but with a 'BLOCKED' KEYWORDS (with personalised top and tail) SUPERVISOR APPROVAL loop and phrases 7 MEASUREMENT OF CUSTOMER SATISFACTION Across other channels, we use measures such as Net Promoter Score or Customer Effort Score to measure performance. In social we have more options available - including sentiment, social NPS or a gratitude index. IIII OF 'TOP PERFORMING' BRANDS ARE MONITORING 94%7 - AND ACTIVELY LOOKING TO REDUCE ... IIIII I:: O PROBLEM RESOLUTION TIME IIIII. 8. 8 DISASTER RECOVERY AND BUSINESS CONTINUITY PLANS Every major business has Disaster Recovery plans for traditional channels. We should replicate this for social using pre-defined business continuity plans - giving us the ability to switch to an alternate plan in real time, as and when a scenario arises. crisis disaster recovery continuity continuity problems recovery disaster simulations business plan simulations disaster plan problems plan business recovery crisis crisis simulations problems "Simulations are a brilliant way to flush out the details. In a crisis you often spot problems you weren't expecting. During one crisis simulation we did - the person with the Twitter login details was off sick and it wasn't stored centrally. Often it's the simple things that haven't occurred to anyone". Katy Howell - CEO and social media strategist, Immediate Future. 9 CLI RECOGNITION IN VOICE We're able to identify callers using their phone number and provide personalised routing, such as moving important customers to the front of the queue. On social we can replicate this by storing Twitter usernames and routing based on their importance to the company, as well as their social influence. "We'd be more likely to look for who are our most important customers and what can we do for them, rather than who is seen as influential." abY Ronan Gillen - Community and Social Customer Service Manager, eBay 10 NETWORKED EXPERTS We're able to route calls and emails to the person with the right technical knowledge. On social, we can do the same by identifying keywords - e.g. TV broken'. The expert doesn't even need to sit within the contact centre. Engaged knowledgeable employees deliver a better customer experience 62% Ở and close 33% of businesses are expanding internal resources are necessary to acquire a new customer than retain one. 11 their investments in social business. 9 more deals. 10 Want to learn more? Webinar: 10 Lessons That Social Can Learn From Traditional Customer Service Featuring Carolyn Blunt, Co-author of the book- Delivering Effective Customer Service. SENTIMΕΝT The solution to managing the social channel effectively across your business O Thursday 3rd April 2014 3-4pm GMT / 10-11AM EST www.sentimentmetrics.com http://oursocialtimes.com/event/socialcustomerservicelessons/ Reference 1) www.accenture.com/Microsites/global-consumer-pulse-research/Pages/home.aspx 2) www.thedrum.com/news/2013/10/17/over-11000-tweets-garnered-during-askbg-british-gas-twitter- 3) www.oursocialtimes.com/social-media-monitoring-for-customer-service/ 4) www.customerthink.com/are-you-following-these-7-social-customer-care-best-practices/?utm_source=twitterfeed&utm_medium= twitter&utm_campaign=Feed:+customerthink+(CustomerThink) 5) www.socialmediatoday.com/nate-mendenhall/2161881/10-reasons-why-you-need-improve-your-social-media-customer-service 6) www.klm.com/travel/gb_en/plan_and_book/klm_on_social_media/24 7_service_and_assistance/index.htm www.accenture.com/Microsites/global-consumer-pulse-research/Pages/home.aspx 8) www.socialmarketingforum.net/wp-content/uploads/2013/01/Social-customer-service-infographic-by-Bluewolf.gif 9) www.forbes.com/sites/ibm/2013/09/23/want-to-become-a-social-business-try-these-five-ste 10) blog.clientheartbeat.com/customer-service-skills/ 11) www.bluewolf.com/assetdownload/WhitePaper_Social_Service_Bluewolf.pdf 12) www.mckinsey.com/insights 13) customerthink.com/are-you-following-these-7-social-customer-care-best-practices/? utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed:+customerthink+(CustomerThink) 14) socialmediatoday.com/nate-mendenhall/2161881/10-reasons-why-you-need-improve-your-social-media-customer-service 15) www.mediabistro.com/alltwitter/social-media-customer-service-stats_b54479 16) venturebeat.com/2013/11/20/klm-now-displaying-live-twitter-customer-service-response-time/ 17) www.klm.com/travel/gb_en/plan_and_book/klm_on_social_media/24_7_service_and_assistance/index.htm 18) www.accenture.com/Microsites/global-consumer-pulse-research/Pages/home.aspx 19) www.socialmarketingforum.net/wp-content/uploads/2013/01/Social-customer-service-infographic-by-Bluewolf.gif 19) www.monitoring-social-media.com/social-media-monitoring-and-the-rise-of-social-customer-service 20) www.receptional.com/blog/askbg-british-gas