Customer Service Done Right In 10 Easy Steps: Step 9

Step 9 of my 10-step program on how to master your service experience is to leverage social technologies for customer service.

Your customers are using social media in their private lives. Facebook has more than 800 million users that collectively spend more than 3 billion hours a year on the site. Twitter, YouTube, and LinkedIn have large numbers of followers as well. What are you doing to engage your customers in the medium where they are spending their time?

You can’t add social technologies in a silo; they have to be intergrated into your customer service ecosystem so that they extend and add value to your current operations. Here are six ways to add social technologies for customer service in the right way:

  • Start by listening to customer conversations. These conversations can surface general issues with products, services, and company processes. Make sure you create workflows to route surfaced issues to the correct organization so they can be worked on.
  • Flag and address social inquiries. Understand the general sentiments expressed in these conversations, but also identify specific customer inquiries and route them to the right agent pool for resolution. Tie feedback to customer records so that agents are aware of customer sentiments so that they can personalize future interactions.
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Nokia Siemens Networks Announces Radical Strategy Review

Nokia Seimens Networks’ top management has finally pulled the emergency brakes, after months of unsuccessful attempts to find a buyer. Going forward, NSN will focus on mobile network infrastructure and the services market. All other areas are non-core and subject to disposal. We estimate that about two-thirds of NSN’s current portfolio will remain in this new focus area. NSN will retain an attractive product and services portfolio and innovative solutions, as for instance its Liquid Net offering. However, some elements, like convergence offerings, will be difficult to pursue credibly in the future.

In our view, the new focus NSN is taking is right:

  • NSN is focusing on growth segments of the infrastructure market. NSN aims to provide the most efficient mobile networks (including network outsourcing and sharing) to extract maximum value for telcos’ operations by developing intelligent network solutions and boost customer experience management.
  • NSN will generate large savings from operating expenses and production overheads. NSN targets savings of €1 billion annually by the end of 2013. NSN tries to achieve this goal be focusing on organizational streamlining, real estate, information technology, product and service procurement costs, G&A, and supplier consolidation. Despite good revenue growth in recent quarters, NSN’s revenues per employee remain well below that of Ericsson’s in 2010 and even lags Huawei’s. NSN’s plans to reduce its global workforce by 17,000, or 23%, will go some way to address this imbalance.
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