Social and Digital Service Excellence - PACE Association

Social & Digital Customer
Service Excellence
Getting Started, Getting Good, Being Great
www.THEPACEOFSERVICE.COM | Social & Digital Customer Service Excellence

Social & Digital Customer Service
Excellence
The choice is yours:
Stand firm against the
Social Media wave or
Pick up a surf board,
paddle out, ride, & thrive

Michael Pace
Customer Support & Community Management Executive
Principal of The Pace of Service (Consultancy)
Twitter: @micpace
LinkedIn & Google+
Blog: http://thepaceofservice.com/
Text SOCSERVICE to 22828 for Mailing List
Slideshare:http://www.slideshare.net/mpace101

1. Why do I need to invest here
2. 5 Steps to Develop Superior Social Customer
Service
3. Objectives & Metrics
4. Hiring & People
5. Sharing experiences and Q&A
Session Agenda

We’ll Cover All This in 45
Minutes

The time to change was
yesterday; the time to wake up
is now

It’s Still Growing …

…And Growing

Source: American Express Global Customer Service Barometer - conducted by Echo Research Feb 2012
Service Topic
Not Used
Social for
CustServ
General
Population
Have Used
Social for
CustServ
Additional amount consumers are willing to
spend for excellent service
11% more 13% more 21% more
Have not completed an intended purchase
because of a poor customer service
experience in the past year
49% 55% 83%
Number of people consumers will tell about
good customer service experiences
9 15 42
Number of people consumers will tell about
bad customer service experiences
17 24 53
Has Massive Upside

So if you want a
sense of where
the world’s
media habits
are headed, it
makes sense to
watch what kids
are doing.
Kaiser Family Foundation –
Jan 2010
More than ½ of
the world’s
population is
under 30 …
which means
they don’t know
life before the
internet.
Socialnomics
If You Still Don’t Believe

5 Steps to Success

5 Steps to Success - #1
Get Yourself Involved

Aggregators & Curators

Online Communities (LinkedIn, Pace, ICSA, etc…)
The Community Roundtable - http://community-roundtable.com/
http://www.socialquickstarter.com/
http://blog.hubspot.com/
Online Chats – such as #custserv (Tues. at 9pm ET) or #CXO
(Mon 12pm ET)
If your phone still “flips” open, it’s time to update
Get Yourself Involved – Other Resources

Know Your Business Strategy

Cul

Determine what is most
important to your customer
Socially, Physically &
Mentally
By Vertical or Type of
Customer

Listen to Your Customers

Know Your Customer
Acknowledge +/-
Be Transparent & Human
Keep Online/Offline/
Near-Line
Ask Them Questions
Provide Edu-taining
Content
Product/System/Service
Updates
Leverage Marketing &
Support Portals
Customer Conversation

+

Customer Needs of Digital Service
Digital ServiceText
Mobile
app
Chat
Social
Email
KB
Community
Unified,
consistent
voice
360 View of
Customer
Available /
Reliable
Sincere /
Human
Mobile Ready

Capture Info & Catalog
Keep It Simple Silly
Existing CRM / SCRM
Business Case for
Tools
 Focus on metrics that
matter
 Focus on objectives
VOC Tool
 Provides the narrative
to executives

Objectives & Metrics
Business Metrics Learning Agenda
Engagement
CLTV
C-Sat
Other Key Metrics
SLA’s
Connection growth
Production
Scale
Content Management
X-Dept Interactions
People
Infrastructure

Support
Loyalty
Advocacy
Awareness
Consideration
Intent
Purchase
Acquisition
ARPU /
Profitability
Retention
The Funnel & Customer
Life Time Value

Business Metrics
Acquisition Retention
Aver. Revenue
/ Customer
Profitability
Customer Life
Time Value

Example from Constant Contact in 2010: Average # of Followers Per
CTCT Tweeter = 1300 (Nat. Aver. = 126)
Business Metrics – Acquisition & Retention

Business Metrics – ARPU
Sell
CUSTOMER EDUCATION
Create
Content
Curate
Content
Repurpose
Content
Blogs
Community Posts
PDF’s
Videos
Webinars
LIP Seminar Listings FAQ’s
Podcasts Guides

Business Metrics – Customer Profitability
Channel Cost Per
Interaction
Insource
Cost Per
Interaction
Outsource
Phone (10 min) $12 $7.20
Email $6-8 $4.20
Chat (6 min) $7-8 $4.50
Twitter* (2 min) $2.40-$2.50
Community Nominal
*Only 1/12 interactions required a change in channel

Learning Agenda
Scale
Content Management
X-Dept Interactions
People
Infrastructure

Channel Attributes
In Person
 1 to 1+, Face to Face
 Visual presentation & interaction
 Immediate responses are critical
 Quality of written responses typically less important
Phone
 1 to 1 voice conversation
 Improved with personal connection, tone important
 Near immediate responses improve satisfaction
Email
 1 to 1 digital conversation
 Persona driven by written word
 Between 2-24 hrs is expected turn around time
Chat
 1 to 1 digital conversation
 Typically a casual conversation, short responses & grammar less critical
 Immediate responses are critical
Traditional
Hiring & People

Hiring & People
Responsibilities:
• Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.) for
customer service related inquiries, complaints, concerns
• Organize customer service inquiries, concerns, and responses for record and
reference track the types of questions that appear on social media outlets
• Distribute and/or partner with various internal resources to ensure social media
generated issues are resolved and communicated
• Partner with various internal (possibly external) resources to update customers on
promotions, technical advancements, general content, issues or changes
• Facilitate the Voice of the Customer (Social Media) to various internal departments
and individuals to enhance the customer experience and product strategy
Social Support

Hiring & People
Social Support
Qualifications:
•Excellent writing and phone skills
•Strong grasp of the structure, purpose, and tone of social networks
•Ability to think quickly, and formulate responses within a short turnaround time
•Ability to communicate on social networks in a professional, yet personable, way
•Flexibility
• Comfortable presenting organization’s values, positioning and persona potentially to the
entire social universe
• Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock Your Socks
Off Service)

Sharing Experiences & Q&A

The Pace of Service - http://thepaceofservice.com/
Five9 -http://www.five9.com/call-center-software/social-customer-
service.htm
McKinsey Report -
http://www.mckinsey.com/insights/mgi/research/technology_and_inn
ovation/the_social_economy
The Community Roundtable - http://community-roundtable.com/
www.socialquickstarter.com – Constant Contact
Parature - http://www.parature.com/23-startling-social-media-statistics/
References

Social and Digital Service Excellence - PACE Association

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