How to integrate social customer service into an omni-channel customer service strategy

1. Integrating Social Customer Service
Into Your Omni-Channel Strategy

2. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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The aim of omni-channel design is
an engagement experience that works
in any given customer situation
A Definition

3. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Assisted
Service
Demand
Failure
The Outcomes - Current Engagement Mix
Self
Service
Proactive
Service

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Assisted
ServiceDemand
Failure
Self
Service
Proactive
Service
The Outcomes - Target Engagement Mix

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• Separate Channel Owners
• Digital v Voice
• Teams across Sites
• In-house v Partner
The Issue

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Typical Market Positioning

7. The Outlook For Social

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Social - Part of Digital

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“Social Is The Soul Of Digital”
...Becoming Too Tech Heavy

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Visibility Raises Tactical Responsiveness

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1s t Real T i me Cor por ate M i r r or
Fixing Stuff - Still Mainly Unexploited

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Are We Learning?

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But The Tools Are Now Here

14. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Social = Smartphone Apps

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Where Next?

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“IM could become the platform that replaces the
browser…
…soon our first entry point for buying things, ordering
things, customer service, is likely to be an IM platform
with companies bolting into the back end of the
messaging experience”
SVP, Strategy & Innovation @ Havas Media
Takes Social Care Mainstream?

17. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Is 1:1 Messaging Still Social?

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Conclusions
Rapid consumer adoption of mobile behaviours
is changing the character and channel mix
of social customer service

19. Omni-channel - It’s About Choice

20. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Real Time Delayed
Live Automated
Restricted Unlimited
Public Private
Which Channel?
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016

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Which Device(s)?

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Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016
Voice - Text - Video
Where Does Social Fit?

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Not Forgetting Online Communities
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016

24. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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“In 2011, TD was the first bank in Canada to offer customer service 17 hours a
day, seven days a week through a dedicated North American Social Customer
Service team on Twitter and Facebook
In addition to today's launch of Messenger, earlier this year TD launched texting
as part of Social Customer Service, TD Helps (the TD online advice community)
and TD Live Chat on tdcanadatrust.com where customers are able to start a real-
time conversation”
“We are making it
easier than ever for
customers to
connect with a TD
specialist anytime”
Omni-Channel Mindset

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Omni-Channel Mindset

26. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Omni-Channel Mindset

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It’s About Appropriate Choice

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…In A Mobile Context
Choose Your Service Choose Your Channel Choose Your Time
Customer experiences greater choice in the workflow

29. Designing Omni-channel Experiences

30. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

31. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

32. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Think digital competence
rather than generation
The Journey To Digital

33. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Digital Profiling
Do you know how fast your customers
are adopting new digital behaviour?

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The ABC of Digital Profiling
P h a s e o n e
• Collect public domain research
Where are your customers on their personal digital journeys?

35. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Input: Public Domain Research
OFCOM The Communications Market Report 2015
2013 2014
Number of 4G
mobile
subscriptions 2.7m 23.6m

36. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Input: Public Domain Research
OFCOM The Communications Market Report 2015
2013 2014
Proportion of
online adults who
use social
networking sites
66% 72%

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Input: Public Domain Research

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Where Service Journeys Start

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The selling process is giving way to
the buying process
Source: 2013 Corporate Executive Board study of more than 1,400 B2B customers
The B2B Customer

40. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Same Trends In B2C

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P h a s e o n e
• Collect public domain research
• Add own research to fill in the gaps
The ABC of Digital Profiling

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P h a s e t w o
• Analyse by demographics & any other available metadata
• Group customers by digital competency
• From ‘conservative’ to ‘progressive’
The ABC of Digital Profiling

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P h a s e t h r e e
• Apply to your service strategy
• Should we be investing in a mobile service app yet?
• Is social customer service relevant to this segment?
• Will enough customers be able to mobile stream ‘how to’ videos to
justify as pilot?
The ABC of Digital Profiling

44. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

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I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Use outside-in thinking
Design Principle

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I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Think journeys not channels
Design Principle

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Channel Choice Is Mainly Generational
Urban Legends

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In Most Cases…

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When a sked to ra nk w ha t’s im porta nt
w hen they intera ct w ith a n insurer, the
top pref erences a re
• Ability to speak to a live person 42%
• This goes up to 51% for female Millennials
But In Other Cases…

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Prob ab ly th e mos t in flu en tial is th e typ e of tas k
• Is it easy or complex to complete?
• Does the customer feel expert or novice trying to deal with it?
• What emotions are associated with the task?
• How important is the task in terms of getting it done
fast/accurately/effortlessly?
12.05.2016 Intelecom Footer
What Drives Channel Choice?

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I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Accepted Wisdom

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I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Channels Multiply
They Seldom Die
Design Principle

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Why Channel Shift Design Is Flawed
Between doing what you (the customer) want and what a brand wants
you to do, who is going to win?

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Right channel mix is based on
understanding customer tasks
Design Principle

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• Is this a well understood, low value service task?
• Prioritise ‘low effort’ and ‘speed of resolution’ as the main
drivers of customer satisfaction in this particular customer
journey
• Can shortcuts be introduced for power users?
Service Design Thinking

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• Is this a complex issue in which the type of service needed is not
initially obvious to the customer, so menu choice is not so straight
forward?
• Embed ‘easy to access’ help and context driven prompts to help
find the right qualified resource
Service Design Thinking

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• Is this an interaction triggered from some prior failure caused by the
organisation?
• Is the customer already emotionally stressed and in a mood for an argument?
• For example, unexpected charges on a regular monthly bill or an aborted
online experience that was deeply frustrating
• How can we signal recognition of their state and an appropriate
escalation path?
Service Design Thinking

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• Is the customer being presented with a self service routine that
requires access to certain information to complete the service task?
• Something which the average customer is unlikely to have memorised?
• How can we make the customer made aware at the earliest possible
point to avoid later frustration?
Service Design Thinking

59. I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

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f2f
video
voice
text
C o m m u n i c a t i o n
B a n d w i d t h
B od y lan gu age feed b ack
Facial feed b ack
Ton e of voice feed b ack
F u ll
Narrow
C o m m u n i c a t i o n
T r a d e - o f f s
Communication Hierarchy

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Messaging Is More Than Text!
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016
Voice - Text - Video

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I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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High value sales
When trust in brand flows from
trust in individual
Video Strengths

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F a c e b o o k L i v e M e e r k a t P e r i s c o p e B l a b
Video Is Hot
74% of brands embed videos in their Facebook posts
62% embed videos in their tweets

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I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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S C E N A R I O S
When it’s complex
When its emotional
When it matters
E X A M P L E
Problems
Complaints
Retention
Voice Strengths

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S C E N A R I O S
Explanations
Simple advice
Escalation
E X A M P L E
How to do something
Where to find something
From self service to live
Text Strengths

67. Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016

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Social Self
Service

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Self Service Trends

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I n t e g r a t i n g s o c i a l c u s t o m e r s e r v i c e i n t o o m n i - c h a n n e l
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“Amelia doesn’t have just an IQ, she has an EQ as well. She is equipped
to sense human emotions and respond appropriately”
Virtual Assistant

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w a t c h e s & l e a r n s
Virtual Assistant

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How can I help you?
Twitter Based Virtual Assistant ?

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Rise Of The Bots
“Unlike other AI-based services in the market, M
can actually complete tasks on your behalf. It can
purchase items, get gifts delivered to your loved
ones, book restaurants, travel arrangements,
appointments and way more.”

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SE Communications
Build In Escalation To Live Assistance

75. Omni-Channel Summary

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Assisted
Service
Demand
Failure
The Outcomes - Current Engagement Mix
Self
Service
Proactive
Service

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Assisted
ServiceDemand
Failure
Self
Service
Proactive
Service
The Outcomes - Target Engagement Mix

78. martin@brainfoodextra.com