Post on 09-May-2015
description
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ABOUT BACK TO THE FUTURE OF CUSTOMER SERVICE
presentation1 every 2 weeks
about 1 prediction for Customer
Service’s future.
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MORE PEER TO PEER
This week, let’s get ready for1
ILLEGAL DOWNLOADINGNOT the kind that involves
I’m a pirate
BUT the kind that involves
CUSTOMER SUPPORT
I wonder if those shoes hurt
peer to peercustomer support?
WHAT IS
Let’s say you are
SELLING SHOES ONLINE
and you have a really nice websitewith beautiful pictures
Now imagine a lovely woman
IS LOOKING FOR SHOES
Jenny, 25 years old.
Looking for shoes to wear ather sister’s wedding.
Doesn’t want to end up bare footbecause the shoes are killing her.
Look at Jenny’s CONCERN
I don’t want to end up bare footbecause the shoes are killing me.
this concern?HOW ARE YOU ADDRESSING
PHOTOS SIZE CHARTCUSTOMER
REVIEWS
BAD GOOD
the first level of peer to peer customer service
CUSTOMER REVIEWS ARE
This is a review taken from Zappos’ website
Customers can rate «comfort» and since everyone has different feet they can also describe how the shoes fit
is trending in P2P
WHAT
support today?
ONLINE SUPPORT COMMUNITIES
Forums where customers can ask the community about issues they encounter with a product
I.T BRANDS ARE ALREADYreally good at it
they allow people to connect in different ways (so it is not all about doing customer service’s job)
and they congratulate most engaged users
HAVE BEEN THERE FOR A LONG TIMECommunities and forums
The first internet forum was born in 1983 and the company is still active todayhttp://www.delphiforums.com/
SO WHAT IS DIFFERENT NOW?
PEOPLE TRUST THEIR ONLINE PEERS MORE
79% trust online reviews as much as personal recommendations
BUT THEY DON’T ALWAYS TRUST BRANDS
30%suspect censorship or fake reviews when they don’t see negative reviews
CUSTOMER SERVICE?
What about
COMPANIES STARTED OUTSOURCINGto save money
MADE MISTAKES... and some of them
agents that don’t have a good grasp on the
language
call centers management methods putting quantity
before quality difficult coordination with other company’s departments
CUSTOMERS ARE SURPRISEDNow,
when the agent on the phone
SPEAKS GOOD ENGLISH
70%believe they often know more about what they’re enquiring about than the agent
AND
TO THEIR PEERSSo, they are turning
AS AN OPPORTUNITYAnd brands see it
to delegateagain
SAVE EVEN MORE MONEYAnd
Those are customers and brands found a wayto make them work for them throughSUPPORT COMMUNITIES
The only thing they do is
REWARDING TOP CONTRIBUTORS
USING GAMIFICATION
That’s another trend
WHAT IS GAMIFICATION?
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10 pts
Everytime the customer posts a useful review...
... he gets a point...
... and the more points he has, the better his ranking in the community
FROM VIRTUAL POINTSTO REAL DISCOUNTS
Rewards can vary,
Discounts can create more engagement but lower quality of content (so you have to monitor the answers a bit more)
For example, Lithium includes gamification through «kudos» in its social
(P2P) support solution
AND IT’S WORTH IT
10 to 50%brands offering peer to
peer customer service are expected to cut costs by
BUTyou CAN’T delegate allcustomer service issues
to your customers
THINK ABOUT IT THIS WAYHow can you bring value through
customer service?
IN OTHER WORDSWhat will make customers come to you
and not their peers?
THERE IS ONE THING YOU AND YOUR REPS KNOW BETTER THAN
ANYONE ELSE
YOUR BRANDyour products
your cultureyour policies
your nextprojects
GOOD CUSTOMER SERVICE BEGINS WITH TAKING CARE
OF YOUR EMPLOYEEStrain them to beexperts in their field
talk about company’s future and achievements with your teams
create an environment where everyone feels free to share ideas
YOUR REPS WILL BECOME LEADERS IN THE COMMUNITY
Make them instantly recognizable to help that happen
WHAT MAKES A GOODCOMMUNITY LEADERS?
They’re experts in their field
They listen to the community
They post on a regular basis
They keep the discussion alive
AND THEY WILL ALLOW YOU TO:
GAIN CREDIBILITY
BUILD TRUST
MAKE YOUR BRAND MORE HUMAN
BUILD MEANINFUL RELATIONSHIPS WITH CLIENTS
BUT YOU ALSO HAVE TO OFFER PRIVATE WAYS TO REACH YOU
Phone: 0088888888Email: info@shoesthatrockhard.com
Twitter // Facebook
CONTACT US
phone:quicker but it makes people leave the computer
email:good for complexe inquiries but very long wait time
social networks:that’s not really private, is it?
REACH YOU INSTANTLY ONLINE
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live chat window:- instant answer- right on the website- convenient for users- cost effective for you
CLICK HERE FOR MORE INFOABOUT LIVE CHAT
The best for them would be to
COMMUNITY COULD LOOK LIKEHere’s what your
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My communityforum to ask questions
top contributors
your customerservice team
live chat window
CUSTOMERS CAN CHOOSE
communityforum
live chat
- when no customer rep is online- when they want multiple opinions about their problem- for technical problems that they will be able to fix on their own
- for private matters involving account numbers and private info- for an instant answers- for any matter requiring some action for an official brand representative (refund, problem with delivery...)
THE FUTURENow, let’s imagine
ARE YOU READY
?
SUPPORT COMMUNITIES ARE GOING TO GROW
ENGAGEMENT WITHIN THE COMMUNITY WILL GIVE BIRTH TO
NEW LOYALTY PROGRAMS
How will that work exactly?
yes, this one!
Remember our shoes store example?
Imagine that after buying shoes
YOU COULD GET REWARDED FOR POSTING A REVIEW
REVIEWS WOULD BE DISPLAYED LIKE A DISCUSSION BOARD
But
USERS COULD ASK QUESTIONSright on the product page
Can I wear those shoes if it rains or will I need to waterproof them?
AND GET AN ANSWER INSTANTLY
YOU WOULD GET POINTSFOR EVERY ANSWER THAT
CUSTOMERS FOUND USEFUL
When posting an answer,
THEN YOU COULD USE THESE POINTS TO BUY MORE SHOES
CUSTOMER SERVICE REPS?
Will you still need
OF COURSEYOU WILL !
THEY ARE THE FACEOF YOUR BRAND
THE PROOF YOU CAN BE USEFUL TO CUSTOMERS
BUT THEIR JOB WILL EVOLVE
They will create a relationship between your brand and your community
They will not only solve problems
CUSTOMERS WILL KNOW THEIR NAME
not only their position in the company
Hi! It’s John, nice to see you again Jenny
with your customersTHE MORE SOCIAL YOU WILL GET
THE MORE LOYAL THEY WILL BE
So, don’t let your community
GROW BY ITSELF
BE A PART OF IT
INTERACT WITH YOUR CUSTOMERS
DON’T BE SCARED TO GET PERSONAL
TO START A FACE TO FACECONVERSATION
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TO SHOWCASE YOUR PRODUCTS ON CAMERA
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Wow, that was quick! Thank you so much.
WITH NO WAITING TIME
It takes about 24 seconds to get an answer on live chat
START INNOVATING
NOW
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