Customers want efficient, effortless service from the touchpoint and communication channel of their choice. They want to receive accurate, relevant, and complete answers to their questions upon first contact with a company. Forrester data backs this up: Sixty-six percent of customers agree that valuing their time is the most important thing a company can do to provide good service. Forty-five percent of US online adults will abandon their online purchase if they can’t find a quick answer to their question.
We all know that companies are trying to leverage social channels for customer service. But how can they be deployed in a way that adds value to an organization? Here are my thoughts:
You can’t implement social technologies in a silo within your contact center because you have to be able to deliver a consistent experience across the communication channels you support: voice, the electronic ones, and the social ones. Read my blog post on how you can do this.
Once you get the basics right, you are ready to add social media capabilities. Best practices include:
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.
Extend your customer service ecosystem with communities. This allows your customers to share information, best practices, and how-to tips with each other, as well as get advice without needing to interact with your agents. But don’t implement them in a technology silo; they should be well-integrated with current contact center processes.
Today, salesforce.com announced the intent to acquire Radian6, a leader in the social media monitoring space. You can find the details of the definitive agreement here. What I want to focus on is what this acquisition means to customer service.
First, the social listening vendor landscape is crowded and ripe for consolidation. Salesforce.com has just picked off the best vendor in this category of vendors, according to a recent Forrester Wave™ report. Radian6 helps salesforce.com extend its core customer service capabilities to the social channels like Facebook and Twitter, which are becoming increasingly important for companies looking to offer a differentiated customer service experience. This is not the first acquisition of this type; however, it is the most significant one, based on salesforce.com's market share and customer base. Expect to see similar acquisitions by CRM and customer service vendors in the future.
Let’s focus on Facebook, as it has the potential to evolve into a shopping and service destination for retailers. Two support models are evolving. One model is to engage in support activities via a separate tab on a Facebook company page. Once a user clicks on this tab, they can engage with a community of peers or a customer service agent without leaving the site. There are vendors, like RightNow, Parature, Genesys, and Get Satisfaction, that offer apps that do just this.
The other Facebook support model that is emerging is one that is based on listening to all conversations happening on a wall, separating the noise from actionable posts, then routing actionable inquiries to a customer service department so that an agent can respond directly to the post — either on Facebook or by engaging the customer over a more appropriate channel — for example, like pushing a chat link to them on Facebook. This is the model that salesforce.com and LivePerson are advocating.
Ironically, while the CRM pundit hysteria about “social CRM” seems to be abating a little bit, many concrete use-cases are emerging that demonstrate the business value of the social web phenomenon. I just published a new report that defines the key characteristics of social CRM and provides examples of how Social Computing technologies expand the possibilities for delivering customer and company value through the key business processes of targeting, acquisition, retention, understanding, and collaboration. Forrester's annual Groundswell Awards provide over 130 examples of how organizations use Social Computing to engage and collaborate with customers in new ways.
Here are some highlights:
Customer targeting. Social media channels such as Twitter and YouTube and communities such as Facebook and Groupon offer new ways to communicate with customers through an Internet community context. And we now see the rising use of community-based market research techniques. For example, Godiva Chocolatier created a private, invitation-only community so Godiva could better understand its chocolate consumers. The community led Godiva to create an affordable product line, individually wrapped chocolates called Gems, and sell them in a new channel — grocery and drug stores. Gems was the biggest global launch ever for Godiva, ringing up $35 million in its first year.
One of the pillars of crafting an “ideal customer service experience” is to offer a consistent service experience across the communication channels that you support. So what does this mean for the service manager who needs to think about this problem from a pragmatic perspective? It means that:
Service agents must have access to the customer history across all interaction channels for a full view of the customer.
Service agents must use the same processes and have access to the same knowledge so that the service resolution process is the same regardless of channel.