Customer support in the 2.0 eraTouching base on Social CRM for customer support, feedback and ideation via online communities

Aditya Rao http://adityarao.name @adityarao310

Director, Social business strategy @

WTF has social media taught us?

People are talking

about you !

… are you listening ?

WTF are we doing with social media?

Social media

marketing !

… are you forgetting something?

Users come online to find information and connect with peers

NOT for your marketing messages !

A BRIEF HISTORY OF BUSINESS COMMUNICATIONS

What has been happening till now?

• It’s called the snail mail for a reason

• One to one customer support• Repetitive costs

• Issues with scalability• Feedback from customers gets lost

• In the 2.0 world, no one has time to even write you a mail• The cooler crowd has moved onto 140 chars

• Twitter is quick and ideal for business communications• More reach and branding• Personal relations with your customers

And yet, Twitter is not the final answer

• The final step, mostly is still the e-mail• Repetition costs (solving same queries for multiple users)• Scalability issues

Give users what they want – connections and conversations with peers

Eureka !

850+ million answers on Yahoo! Answers and Answers.com

Why would this even work?

Social tools will change, but not the approach

Solve user queries

Let the user ask a query about your service

Remove dependencies on specific platform

Make use of the open web for ease of user inputs

Harness the crowd’s intelligence

Let the community reply to the query

Insert your company reps (sample)

Take feedback and innovate on ideas

Social interactions to push popular ideas

• Marketing • SalesFeedback

• Product development• Knowledge managementIdeas

• Customer support

Problems

Plug the community into organisation wide operations

• Cut down of support costs• Quickest and most scalable form• Personal relationships with customer in needs

Hooray! This is the customer support …

“Often, social media implementation in the enterprise is 80% process and labor, and only 20% technology” -

Jeremiah Owyang

It’s not over yet !

Integrate customer community into current support channels

Customer community

CRM system

Help desk Leads management

Knowledge

Internal wiki

Thank you!contact@superchooha.com

Aditya Rao http://adityarao.name @adityarao310

Director, Social business strategy @