SOCIAL MEDIA AND THE CUSTOMER EXPERIENCE. View The Webinar. Presented by: Jeff Hodson Aspect. Hosted by: Sally Hurley VIPdesk

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1 SOCIAL MEDIA AND THE CUSTOMER EXPERIENCE Presented by: Jeff Hodson Aspect Hosted by: Sally Hurley VIPdesk View The Webinar 1

2 About The Presenter Jeff Hodson Principal Architect, System Architecture More than 20 years of industry experience Provides architectural guidance and develops technology roadmaps Provides requirements analysis, architecture and design efforts Researches, trains, guides and consults Aspect on Microsoft technology roadmap 2

3 WHY SOCIAL MEDIA TOOLS ARE BECOMING INPORTANT TO CUSTOMER CARE 3

4 Ease of Access and Informality Focuses on building online communities Who share like interests and activities Who are interested in exploring Provides structure and management of online presence Individuals and organizations Connectivity and interdependency Visibility, transparency and security Availability and accessibility Can include the following capabilities Blog, chat, , video, profiles, links User groups, security, web pages 4

5 It s Where The Rest of the Story Is For the top 25 social networks ~205 million unique audiences ~45 billion minutes/yr ~2.4 billion visits/mo 4 th most popular online activity Behind search, general interest portals and S/W manufacturers Now ahead of Facebook is a standout ~20.5 billion minutes/year ~3h10m/user/year, highest online 9 th most popular brand online 5

6 Your Customers Are Using It (For Better or Worse) Audience more encompassing Shifting from the young to the mature Greatest demo growth: ages Improved site designs Improved privacy and security Activity and cause focus More at stake; leverage services o Career, income, identity Slowest demo growth: ages 2-34 Greatest geo growth: Europe Followed by Australia then U.S. Social network landscape 6

7 Social Media Has Become Business Friendly Providing access to critical information Ease of integration Research Investigation Trends analysis Analytics New avenue of opportunities Marketing Competitive Support Services Promotion and Sales Gain new input characteristics Attitude Pulse Temperature Choose wisely best fit, relevant info, and aggregate! Understand the context 7

8 OVERVIEW OF COMPANIES THAT HAVE SUCCESSFULLY INTEGRATED SOCIAL MEDIA INTO THEIR CUSTOMER RELATIONSHIP STRATEGY 8

9 Southwest Airlines Objective Holistic push approach; Establish authentic relationships Participate in numerous sites simultaneously Social Media Presence Twitter, Flickr, Facebook YouTube, LinkedIn Primary Buzz Management Blog Nuts about Southwest - ~70K UV/month o Always up to date o Quality information, coordinated Twitter - ~8K followers LinkedIn - ~3000 active employees o Connecting their professional networks Results Brand awareness Loyal following Huge volume of traffic Aspect Software, Inc. All rights reserved.

10 JetBlue Objective Internal coordinating efforts, training and communications outside External push news, event; gauge temperature and attitude Social Media Presence Twitter, Facebook, MySpace YouTube, CEO Blog Primary Buzz Management February 2007 JFK stranded passengers o YouTube response from CEO o Direct avenue right person, right time Internal communication boost o More avenues for innovation and sharing Results o Processes, Playbooks, e-learning platforms Efficiencies in communication Brand awareness; improved loyalty Appropriate responses with good and bad news Aspect Software, Inc. All rights reserved.

11 Comcast Objective Improve overall customer experience Leverage multiple systems to inform and how to get help Make all levels of company approachable Social Media Presence Twitter, Facebook, MySpace YouTube Fancast.com; CEO Blog Primary Buzz Management Dedicated team of official social media agents o Empowered to represent company in own way o Named reputation within social fabric Preemptive issue resolution if possible o Avoid defections to another service o Superbowl 30 second interruption Twitter monitoring and engagement Results Removing the CRUFT Aspect Software, Inc. All rights reserved.

12 INTRODUCTION TO SOCIAL MEDIA TOOLS AND TRENDS 12

13 Social Media Tool Types and Participants Source: Gartner 13

14 Monitoring Services are Key 14

15 Trends Movement towards quality, not quantity Driven by economy, content difficult to manage/understand Exclusivity trumps accessibility Personalization, sophisticated pairing, less transparent Everyone s becoming a marketer Followers, influencers, tags, blog rolls Social shopping Opinions, advice, testimonials, recommendations Users have stronger brand relationships than offline counterparts Consolidation and segmentation Providers, user accounts, targets, demographics 15

16 Social Vision and Roadmap Social media becomes a part of everything a user does (on the net) Will become less site centric More device pervasive whether desktop, smart-device New forms of communication will continue to emerge Twitter a recent example Presence to become more sophisticated Documents Devices Location Topic Complexity in analytics This where the real value for customer care 16

17 WHAT WILL THE ROLE OF THE CONTACT CENTER BE IN SOCIAL MEDIA MOVING FORWARD 17

18 Today s contact center social network face Communication News & Events Collateral Services Community boards Blogs from experts Service/Partner portals Feeds RSS Tweets Advanced Buzz Management 18

19 Primary integration benefits customer facing Expands contact space and point of collaboration Time, channels, audience, data Leverages skills and models of next generation agents/users Becomes extension of agents presence SN users feel connected Early guidance and support Reaches people where they play After hours, lunch breaks, week ends Increases integration points Feeds Self-service into agent desktop 19

20 Secondary integration benefits internal improvements Appears more personable, informal, satisfying Better adaptive analytics That understand customer intentions Can customize services and interactions accordingly Opens new roles for contact center Satisfaction and retention campaigns Expand customer base Market analysis and service optimization Impacts positively to corporate bottom line Analytics, forecasting, innovation, efficient Competitor, customer and business insights 20

21 Social Media and a contact center differentiator Different from traditional reactive customer service paradigm Involves contact center early in customer service lifecycle Heads off confusion that would otherwise lead to issues/tickets Different from traditional outbound scenarios Customer shares common interest Customer wants to be informed Contacts are qualified ; better success rate Different service engagement experience Queues, wait times, attention messages disappear Classification based on social information o Age, likes, hobbies, followers, and more 21

22 Proactive contact center strategies with social media Collaboration extends beyond original target user 2 nd /3 rd level friends, groups, communities benefit; similar tastes Marketing++; Sales++, Support++ can benefit Can focus on heavy social influencers (many followers) Early notification and response Temperature of users reaction on news/service/satisfaction Ideas for service or process improvement; competitive analysis Unsolicited feedback objective?; what s working and what s not New avenues to discover, track and follow-up with people Via friends, whereabouts, current activities (e.g. collections) Nothing about public SN is private; info available to use 22

23 Not interaction as usual - requires something new New contact type Social Media New transaction model ongoing or interjection May go on for months, year or never end May involve unregistered or anonymous contributors May include multiple and different endpoints New agent skills Service oriented, good communicator, quick thinker Freedom to dialog, can represent business New lines of demarcation Measurable units of work Points of entry and exit 23

24 Hurdles still needing crossed Tracking and reporting Best practices Handling interactions, measuring, reporting Identifying legitimate content Filtering out the cruft Vendors and 3 rd parties Different types and integration points Monitoring services want to become more Infrastructures Cloud aware Millions of users 24

25 Additional Information from Aspect Additional Information from VIPdesk

26 aspect.com

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