Integrating Social Media into CRM for enhanced CEM · 2014-06-25 · Integrating Social Media into...

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Integrating Social Media into CRM

for enhanced CEM

Shagun Bali

Ovum

© Copyright Ovum. All rights reserved. Ovum is part of Informa Group.

Agenda

Customer Experience management the top driver for IT investments

Surge in social media uptake

Telcos struggle to deliver a cohesive social media experience

Key challenges telcos face

Potential benefits telcos can realize of social media strategies

Recommendations to telcos


For last three years, CEM has been a top driver

for IT investment for telcos

0 0.5 1 1.5 2 2.5 3 3.5

Moving business processes offshore

Moving towards shared services model

End-to-end business transformation projects

Align IT with overall business goals

Systems simplification

Meet contractual service-level agreements

Support convergence of access networks (fixed…

Introduce greater automation to internal processes

Deliver new functionality to customers

Improvement customer experience

Sample size: 454

Questions: How strongly are the above driving IT investment at your organization?

Vertical: Telecoms. Telecom provider type: All. Country: All. Enterprise size: All

Average rating

(fixed and mobile broadband with media) Support convergence of the communications infrastructure


Customers have access to a mix of assisted

and non-assisted customer care channels

Mobile

Social

Web

service

Call

Center

Retail

Field

service

Customer Touch Points


Customers now use social media across the lifecycle

Store

Word

of mouth

Social

media

Ads

Social

media

Store

Web

Mobile app

Call

SMS Email Call

Social

Media

IVR

Web

Web

Social

media

Word

of mouth

Research

Shop

Select Recommend

Purchase

Use

Repurchase

Support


Telcos struggle to handle social media queries


Telcos now consider social media as a highly important channel for

delivery of care

43%

25%

20%

9%

2%

1%

Highly important

Important

Relatively important

Relatively unimportant

Unimportant

Not currently used for customer…

How relevant is the social media channel in your delivery of care to your customers?

Surge in uptake of social media has forced telcos to use social media

as a channel to deliver care


Some of the key challenges telcos face


Lack of appropriate staffing skills and budget constraints are hindering

social media investments

Lack of appropriate staffing —CSRs are not trained to use the social media

platforms and handle care related tickets

74%

61%

54%

44%

37%

33%

32%

1%

Lack of appropriate staffing skills

Budget constraints

System integration issues

Security related issues

Too much data to process

Lack of multichannel integration

Business/system processes

Others

What key challenges do you face when deploying social media technology and business processes?


Internal teams within the marketing department

are responsible for social media

Different teams—there is a disconnect as marketing teams are

normally handling social media, rather than customer care

Marketing 43%

Corporate Communications

19%

Customer Care 29%

Operations 7%

We do not have a social media

strategy yet 2%

What business organization is responsible for executing your company’s social care strategy?


Marketing teams at telcos handle/solve social media tickets more than

the customer care teams

Lack of ownership—marketing teams are handling

more tickets than care teams!

0-20% 38%

20-40% 32%

40-60% 24%

60-80% 3%

80-100% 3%

Approximately what percentage of your social media requests/tickets related to care is solved by your marketing team?


76% of social media queries are not responded to within

the first 30 minutes

24%

35%

20%

4%

12%

5%

Within the first 30minutes

Within the first 30minutes - 4 hours

Within the first 4hours - 24 hours

Within 24 hours -48 hours

Not specified We don't respondto enquiries via

social media

How long does it take to respond to customer care enquiries via social media?

Delay—Swivel chair also causes delays, as marketing goes

back and forth with care teams to answer enquiries


Only 36% of telcos claim to store social media transactions within their

CRM database

Silo’ed channels—Most telcos don’t store social media

interactions in CRM database, resulting in a disconnect

Integrated within CRM database with data from other channels

36%

In a dedicated database for

social interactions 27%

[CATEGORY NAME]

[PERCENTAGE]

If you store customer interactions via social media, where are these interactions stored?


Directly from customers when they contact the

call centres 61% Through external

agencies 7%

We cannot identify customer from their

social media profiles

32%

How do you identify the customers you interact with on social media?

Telcos are unable to identify their customers on social media

All customers usually get generic responses due to the lack of recognition—

telcos cannot identify customers on social media unless they call in.


Potential benefits telcos can realize with a cohesive

social media strategy


86%

86%

82%

82%

77%

67%

64%

40%

36%

To manage customer service

Enhance overall customer experience

Cost efficiency

Helps to build a brand

More inbound enquiries from social media…

Improves response rate to customer calls

Ability to handle complaints real time

Retain customers

Sales/Leads improvement

Why do telcos need to invest in social media management and monitoring?

Enhanced superior customer service is a key benefit of

social media care

With effective social care strategies, telcos can enhance customer service

and customer experience and also reduce costs


With social media monitoring tools, telcos can proactively resolve care

issues

39%

25%

22%

14%

21%

24%

38%

17%

26%

22%

26%

26%

14%

29%

14%

43%

Ability to resolve customer care issuesproactively to reduce customer calls

Deflects calls from the contact centres to lowercosts

Prompt delivery of customer support to increasecustomer satisfaction

Increase revenue / sales by resolving careissues through better offers/ price plans

What business benefits have you obtained/ do you anticipate from providing customer care across social media?

Highly important Relatively important Important Relatively important

Proactively resolving issues for care is high-priority

and also helps reduce costs


Most telcos expect to increase revenues with personalized

marketing offers

5%

4%

12%

15%

18%

> 25%

20% - 25%

10% - 20%

5% - 10%

0% - 5%

If you could provide personalized marketing offers across social media, how much revenue increase do you expect per customer?

In addition, personalized offers can also facilitate cross-sell and

up-sell opportunities for increased revenue


Recommendations to telcos

Telcos need to develop business processes and best practices to engage

via social media

Telcos need to store the data from the social media interactions

Ensure that social media does not become another silo - linking customers’

social identity with BSS/CRM systems is crucial to apply customer context for a

personalized response

Invest in dedicated resources for social media engagements

Monitoring and engagement technology is required to cope with the volume

of social media activities


Access the whitepaper

http://www.amdocs.com/Products/Customer-Management/Documents/ovum-

amdocs-social-care-wp.pdf

http://www.amdocs.com/Products/Customer-Management/Documents/ovum-amdocs-social-care-wp.pdf












Integrating Social Media into CRM for enhanced CEM · 2014-06-25 · Integrating Social Media into...

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