Social Media in the Contact Center. David Lover Chief Technology Officer, Cross

Transcription

1 Social Media in the Contact Center David Lover Chief Technology Officer, Cross

2 Technology Convergence

3 Social Convergence 2010 Facebook Demographics: June 8 th Facebook Daily Visits MySpace Daily Visits

4 Social Convergence 2010 Twitter Demographics: 3 rd Quarter As of April 2010, Twitter has 105,779,710 registered users, tweeting an average total of 55 million tweets a day.

5 Social Convergence Healthcare Examples Hospitals on Twitter 1. Henry Ford Health - (3,622 Followers) 2. Alegent Health - (1,734 Followers) 3. Children s National Med. Center (9,516 Followers) 4. St. Jude Children s - (13,138 Followers) 5. Mayo Clinic - (111,359 Followers) 6. Scripps Health - (7,337 Followers) 7. M.D. Anderson Cancer Center - (4,622 Followers) 8. Sutter Medical Center Castro Valley - (1,712 Followers) 9. U. of Wisconsin Hospital and Clinics - (5,753 Followers)

6 Social Convergence What s Your Social Networking Strategy?

7 Social Convergence Tweetdeck

8 The Growing Trend Social media isn t just for teens! 3 out of 4 consumers use social technology Forrester, The Growth of Social Technology Adoption, 2009 More business internet traffic goes to Facebook than to any other internet site More time is spent on social networks than personal 60% of consumers say they interact with companies on the social web 93% of consumers believe a company should have a presence in social media Network Box, 4/2010 Nielsen, Global Faces & Networked Places, 2009 Cone Business in Social Media, 2009 Cone Business in Social Media, Avaya Inc. All rights reserved. 8

12 ROI on Social Media Investments? 68% of companies don t know or can t measure if they received ROI! Some or full ROI received, 17% Don't know or unable to measure, 68% No ROI so far or no ROI, 15% TSIA 2009 Social Media & Technology Services Survey 2010 Avaya Inc. All rights reserved. 13

13 Social Support delivers Strong ROI Social media empowers contact center agents with direct, honest, actionable customer feedback Customers prefer a good customer experiences over low prices Good customer experiences drive positive word of mouth Happy customers are less likely to defect Companies with good customer experiences are more profitable Forrester, Customer Experience Pays Off As Social Media Reduces Obstacles For Real Change, Avaya Inc. All rights reserved. 14

14 and also Reduces Contact Center Costs Social media provides lower cost channels for customers to resolve their issues Customer issue Self-Help Forums Peer Collaboration Social Media Support Backbone Support Cost $/Answer $$/Answer $$$/Answer $$$$/Answer Monitor for information Moderate as needed Engage with customers Provide one-on-one support 2010 Avaya Inc. All rights reserved. 15

17 Listening Monitor what consumers are saying about your company Sample product: Radian6 Analyze trends to understand consumer sentiment and uncover influencers Sample product: Networked Insights Avaya Inc. All rights reserved. 18

18 Sharing Provide your perspective on topics related to your business Sample product: Blogs Share related content and point to relevant news clips Sample product: TweetDeck Avaya Inc. All rights reserved. 19

19 Engaging Create a community and have two-way conversations with customers Sample product: Facebook Engaging customers with other customers in a two-way conversation Sample product: Avaya Forums support.avaya.com/forums 2010 Avaya Inc. All rights reserved. 20

20 Case Examples 1,000-3,000 mentions per week Successfully resolved dozens of customer support issues Also discovered other issues, e.g. end of life, finance Twitter showing promise as sales and promotion channel! 5,000-8,000 mentions per week Successfully resolved hundreds of customer support issue 10 people from Level 2 and Level 3 support Keeping pace but finding it hard to track 28,000-30,000 mentions per week Hundreds of issues daily Using multiple listening engines for various purposes Finding it hard to keep up with the volume 2010 Avaya Inc. All rights reserved. 21

22 Understand Your Social Media Presence Social Strategy Social Assessment Listening & Routing Services Knowledge Share and Collaboration Identify conversations Define objectives Choose technologies Set strategy for each technology Define policies to establish guidelines of transparency, ownership, and general use. What social technologies do you have? What applications should you be considering? What are the likely departments for deployment? How is this technology likely to evolve? Build segmentation defined by conversations Identify points of contact for listening and engaging Define routing strategy Build and test Refine Knowledge learning of good and bad calls Save ramp up time for new agents Share comments and observations with discrete communities of interest 2010 Avaya Inc. All rights reserved. 23

23 Social Strategy Tips for Dealing with Complaints You don t usually get to choose what your company is transparent about. Social Media is a great way to expose your strengths (ie customer loyalty, brand passion, responsiveness. But it will also expose your weaknesses. A quick response goes a long way You may have to respond as you, not your company Give yourself more than 140 characters to respond Let someone else respond for you Know when to let it go Avaya Inc. All rights reserved. 24

24 Social Assessment - Listening Free Tools Available Twitstra ( FAST, simple application that sends you an every time you are mentioned on Twitter. UgoTwit ( s mentions, allows for replies by opening your twitter page and pre-populating info TweetAlarm ( s keyword search notifications. Allows for account blocking. Pu.ly ( to Twitter and Twitter to converter. Monitors mentions, direct messages, list names you ve been added to.. Twilert ( Keyword alert, mention notifier. More of a batch-processing system, allowing to specify timeframe windows.

25 Social Assessment Listening Integration to your Enterprise Communication System Cross Professional Services written applications using Avaya IP Phone Push API

26 Social Assessment Listening Integration to your Enterprise Communication System

27 Integrate Social with your Contact Center I supported CJ s Charity Walk Week #CJ Thousands of items are retrieved based on search results CJet airlines swings to $161M loss in third quarter Bizjournals.comhttp://bit.ly/2OUCRV CJet voters, don't let a golden Opportunity pass us bycjet County IndependentDear reader, are you one who.. If CJet could just play nice & bump me to a later flight this would just uncomplicate things. No joy on 2 CJet flights. Back through security again to mothership 30% identified as SPAM or irrelevant; 70% identified as relevant Of that 70%, 2% require attention and are routed to agent 100,000 Total Items 30,000 SPAM items & irrelevant items removed Out of 70,000 relevant items, 1,400 actionable items remain 2010 Avaya Inc. All rights reserved. 28

28 Avaya Social Media Manager Processing Gather Potential Interactions from Channels Indirect mining (Twitter, Facebook, blogs, etc.) 3 rd Party aggregator integration (Radian6, etc.) Continue to process directed contacts ( , SMS, voice) Analyze Interactions using Analysis Engines Identify spam, rank relevance, topic classification Support full multi-lingual analysis, accurate language identification Use Social and Internal Context data for decisions and routing Efficiently and Automatically Process Social Media Enhance agent information with Social and Internal Context Skills based routing using: language, class, topic, etc. Automate responses where possible: FAQ, documentation requests Tools and Integration Integrate with Avaya contact center developer tools: Dialog Designer Reporting integration/support

29 Automating Social Media Integration Presents New Opportunities... Standard Media Scan and process events from social media using existing Avaya Contact Center infrastructure Inbound Contact Enterprise Contact Center Social Networks Avaya Social Media Gateway Contact Routing Managed Agents & Experts Web Proprietary and Confidential 2009 Avaya Inc. All rights reserved.

30 Avaya Social Media Manager Avaya Aura Contact Center Standard Agent Desktop and Tools Skills Based Routing Values (Premium English) Incoming Tweet Work Item Customer History Text Analysis Summary User Social Context History and Location

31 Private Real-time Interactions from Social Media -Avaya Social Media Manager analyzes customer posts and determines that Patrick s post may require a response -An agent in Adora s contact center posts a brief response to Patrick s complaint; the response contains a link to a personalized Adora CSW for Patrick -Patrick clicks on the link, and his personalized CSW opens; from here, he can conveniently access self service or escalate to a live agent interaction

32 Connect with Customers in New Ways Customers Install the Social Media application and connect with agents by simply clicking a link in their profiles Peter, did you know that adding an HDMI cable to your new Adora HDTV can greatly improve your HDTV picture quality? Click here in the next 60 minutes to receive 30% off our already low-priced HDMI cables! Agents Easily respond to customer inquiries, enabled with invaluable information and context from user profile Proprietary and Confidential 2009 Avaya Inc. All rights reserved.

33 Social Media in the Contact Center David Lover Chief Technology Officer, Cross