Customer Service, The Art of Listening and Engagement Through Social Media
Customer Service by Social Listening
Transcript of Customer Service by Social Listening
Agenda:
Digital Bank: Context, Overview & Expected Benefits
Why Social is a must?
How KPIs to Measure?
Q&A
Where to Start?
2 Copyright © 2014 Accenture All rights reserved.
I am already Social – Is it good?
This was good until 2 years back.
Social Media
Because, I am
listening on
Facebook, Twitter
Bank
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I am already Social – Is it good?
Today’s consumer/customer
EXPECTS
more from banking.
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Scorecard for
campaign
effectiveness
Feedback
score for
customer
satisfaction
Newsletter
Effectivene
ss Report
customer
profile
Analysis
Feedback
Survey incl.
opt-in for
Newsletter
Use Case: Applying for new Loan
From unknown to a new brand advocate
To
uc
h
Po
ints
A
cti
vit
ies
Potential Customer Proactive
C B
Fu
nc
tio
ns
Product
Personal
Loan
Ja
ck
`s e
xp
eri
en
ce
2.
Asks in social
networks
3. Engage with
Brand via Loan app
application
4.
Submits the loan
application
6.
Tracks Repayment
history
7.
Uses Money advisor
Jack Needs some urgent cash for personal needs
SOCIAL CONTENT
USER EXPERIENCE
MARKETING
ANALYTICS,
CRM SALES
Big
Da
ta /
An
aly
tic
s
5.
Amount Credited to
him
Market
analytics
‘Be
st’
Ban
k
8.
Share experience
9.
New Brand Advocate
CAMPAIGN
MANAGEMENT
SOCIAL
BRAND
MANAGEMENT
INTEGRATED CORE BANKING
SOCIAL COLLABORATION
CRM FEEDBACK
MANAGEMENT,
GAMIFICATION,
SOCIAL
ADVOCACY
1.
Need
Own Social
networks,
Bank’s fb
page
Discover O
Social App with CIBIL & CRM
connect Marie Call Center Agent
Apply O Fulfillment O
Easy
Repayment
options
Maintenance O
Personalized
Newsletter on
Money
advisor
Cross Sell
Social
Networks,
Bank portal
Advocacy
Social Campaigns,
Bank Portal
Qualified Brand
Advocate
O
Web Portal,
Google,
Newspaper
Discover O
We inform We sell We advise We service
We sell through service We retain
Customer
Journey
Best
Bank
Awareness Buy/apply Enquiry I want to
renew Use & maintain
Receive/
Setup (fulfil)
P O O
DIGITAL
MARKETING
Key
Highly Social Paid
Owned
Earned
P O E
Medium to Low Social
Influencer
Analytics
Channel
effectivenes
s Analysis
CRM Sales
analytics
Digital
Analytics
Unified User Experience
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Digital Bank – What benefits to expect?
Cost Optimization
• Reduced Marketing & Campaign
Budgets
•Digital channels
•Reusable Digital Content
•Social Influencers for higher
Penetration/reach
•Agility in campaign management
• Enhanced Sales channel
•Reduced cost per lead
•Higher collaboration
•Enhanced lead qualification
• Service Cost Deflection
•Self help communities
•Integrated Social channel with CRM
•Social Customer Care
Higher Brand Presence
• Share of Voice
• Channel based KPIs
• SLA based Listening
• Enhanced Sentiment Analytics
• Key Influencer Analytics
• Trending topics management
Process Efficiency
• Unified experience through
integrated channels
• Real Time data collaboration
leading to reduced TAT
• Advanced Search
• “Gamification” based resource
involvement
• User Specific Social Content –
Personalized relevant customer
experience at scale
• Efficient Marketing, Campaigns,
Sales and Service processes
based on Advanced Analytics
Benefits
Cost Optimization Brand Presence Process Efficiency
$
$
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Agenda:
Digital Bank: Context, Overview & Expected Benefits
Why Social is a must?
How KPIs to Measure?
Q&A
Where to Start?
8 Copyright © 2014 Accenture All rights reserved.
Why Social is MUST?
“Social Media” is just another channel (internal & external) for communication and sharing but a very
PROMINENT one because everyone is using it.
About 11+ billion Social accounts are exists on just 180+ social sites
• 130 average FB connections
• 340 M tweets every day
• 575 likes per second
• 91% usage of mobile internet is for social
• 80% prefer to connect with brands on FB
• 83% unsatisfied SM customers walk away
Almost all B2C industries use Social Media for marketing
sales / Service :
• 83% Brands use FB for marketing
• 85% increased business exposure
• 63% increased website traffic
• 52% increase in qualified leads
• 48% felt reduction in overall marketing spend
“and YOUR COMPETITION IS SERIOUS ABOUT IT”
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Agenda:
Digital Bank: Context, Overview & Expected Benefits
Why Social is a must?
How KPIs to Measure?
Q&A
Where to Start?
Copyright © 2014 Accenture All rights reserved. 11
First ask
WHY? HOW?
Then ask
• Customer acquisition?
• Product development & innovation?
• Customer experience & service?
Where to Start?
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Where to Start – Organizational Alignment?
Source: Social Media Framework by Accenture
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Social Cell – Needed?
Structured
Data
Unstructured
Data
Listen /
Monitor
Mine /
Understand
Extract Insights /
Intelligence
Measure
Act /
Engage
Insight
Engage
Sentiment and
Volume Analysis of
conversations
Text Analytics
Engine
Social Cell
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Social Maturity - Journey
Source: Social Media Framework by Accenture
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Agenda:
Digital Bank: Context, Overview & Expected Benefits
Why Social is a must?
How KPIs to Measure?
Q&A
Where to Start?
Copyright © 2014 Accenture All rights reserved. 16
What KPIs to Measure?
Source: Social Media Framework by Accenture
Copyright © 2014 Accenture All rights reserved. 17
Listen to what your consumers and fans are talking about you and about the services they expect from
banks. This will lend first hand market insights to the banks, mainly in developing innovative products and
service delivery methods.
Listen ‘holistically’ to your customer conversations to
understand emerging needs
The fundamental principles driving social media engagement should be:
Listen to customer
conversations On owned brand pages
On external social media using
appropriate tool(s)
Analyze customer
conversations
• Identify initiatives that drive fan
growth (e.g: offers and
promotions associated with
Facebook ‘Like’)
• Identify content type(s) that drive
engagement (e.g: videos
especially developed for social
media, informational content
about impact of economic
principles)
• Identify key themes of conversations
(e.g: customer complaints, personal
loans)
• Associated emotions and sentiments
• Brand advocates and detractors
• Top avenues of conversations (Indian
consumers frequent
consumercomplaints.in for bank
related issues)
Copyright © 2014 Accenture All rights reserved. 18
Banks need to be responsive and engage with their fans, to build an active and strong community. This
will demonstrate the commitment banks have towards their social media involvement along with
developing brand advocates.
Engage with your fans to increase community effectiveness
The fundamental principles driving social media engagement should be:
What Banks Should Do Still,…. What Banks Need to Make Sure They Do
Be transparent Ensure all rules from regulatory bodies and company principles are
followed
Streamline replies Maintain ‘human’ face of the brand – replies should not look like they are
automated
Empower your front line Recruit the ‘right’ people who understand the regulations as well as the
impact of improper replies gone viral
Be responsive and responsible The front line has access to the other relevant departments and data
Copyright © 2014 Accenture All rights reserved. 19
CRM Modules
Social Channels
Web Services
Clie
nt E
AI
Owned Media
Customer
Case (SR)
Social Monitoring Tool
Dashboard
Reports
Dashboards
Text Analytics Tool
Database
Client FB
Page
Client Twitter
Handle
Accenture Custom
Tool
Content Management Tool(s) Engagement
Social Sites (Facebook, Twitter,
Blogs, Forums etc)
CR
M
We
b S
erv
ice
s
Leads
Cases
Accounts
Lead Mgmt Leads
Monitoring
Agent
Console
Workflow
Mechanism Cases
Leads
Sample Architecture
1. Social monitoring tools listens across social
properties
1. Custom configuration of Engagement tools
to allow agent to engage with social media
users/ customers directly and fetch
appropriate information
Leads and Service request identified at
monitoring tool are pushed to CRM system.
Export monitoring tool results. Rehydrate
truncated posts (if required) by Accenture
Custom built tool
Posts uploaded into Text Analytics tool, to
perform advanced categorization and
sentiment analysis
Classify interactions as leads or case and
send the same to CRM. (Case will be sent
when they have customer identifier).
Leads’ data is used in campaigns via
existing process.
Use Content Management Tool for
publishing content on Owned Media
1
2
3
4
5
6
7
Solution Summary
8
1 2
3
4
5
6
7
8
How do I connect to existing CRM?
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Agenda:
Digital Bank: Context, Overview & Expected Benefits
Why Social is a must?
How KPIs to Measure?
Q&A
Where to Start?
Copyright © 2014 Accenture All rights reserved. 21
Cards (Debit/Credit)
Accounts and Interest Rates
Investments EMIs
Loans
ATMs and Branches
Phone Banking
Netbanking
Commercials
ICICI
SBI
Citi bank
Bank of Baroda
Bank of India
Union Bank of India
Allahabad Bank
Share of Voice by Company & Products and Services
Copyright © 2014 Accenture All rights reserved. 24
Counterfeits
Nestle Business Services / DSU / Digital Marketing Team
(Copyright)
1696
Competitor
Distribution Channel
2249
4507
`
+
+ +
Online
Store
Purse
Wallet
Tote
Shoulder
Clutch
+
+
Replica
Fendi
Louis
Chanel
Prada
+ Burberry
+ + +
+
Cheap
+
Gucci Outlet
Hobo
Messenger
Coach
Lauren +
+
Versace
+
Outlet
+ Fake
Wholesale
+
Mulberry +
Bag Types
Affordable
+
3121
Fashion Sense
2018
+
Style
+
Fashion
+
Look
+ Classic
+ Vintage +
Young
+ Trendy
+ Simple
+
Popular
Brand Reputation
1360
Italy
Designer
Luxury
Brand
Expensive
Craft
World
Emotions
Like
Want
Love
1573
Total conversations : 16,524 Period of Study: Sep’12
Keywords with high (500+) frequencies:12
25