Socializing Customer Support to Drive Business Value
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Transcript of Socializing Customer Support to Drive Business Value
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Socializing Customer Support to Drive Business
Value
Kate Leggett, Senior AnalystForrester Research
Timothy Kelly, Executive Director of Support McKesson Physician Practice Solutions
Evan Shumeyko, Director@OgilvyOgilvyone Worldwide
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Ninety percent of customer service decision-makers tell Forrester that a good customer experience is critical to their company’s success. Sixty-three percent think the importance of the customer experience has risen.
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A good customer experience is good for business
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But, few companies deliver an outstanding customer
experience
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Customer service decision makers walk a fine balance between the needs of customers and the needs of the
business
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Contact center managers look to reducing handle times and increasing
satisfaction
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Inaccurate and inaccessible corporate knowledge increases costs and decreases
customer satisfaction
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Collaborative knowledge technologies take off, and help with delivering a good
customer experience
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Social collaboration software moves the needle on all customer service metrics
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Tim Kelly, Executive Director of Customer Support
Physician Practice SolutionsMarch 28, 2012
McKesson Physician Practice Solutions
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Slide Breakout
• What We’re Doing with Socialtext / Goals• Visual – Sync Strategy Between Workspaces• How We’re Leveraging the Social Platform• What We’re Measuring / Metrics• Results / Impacts• Visual – Our Space
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What We’re Doing
• Authoring all Contact Center Solution articles, process, policy and Product Content to Socialtext
• Using the primary workspace create a 1-4 click strategy for teams to access content quickly– Activities / Signals stream– Searching
• Secondary Strategy aimed at standard Product ‘Table of Contents’ approach
• Creating Segmented and Synchronized Workspaces for Value Added Reseller Community and Customers to leverage content authored in PPS Workspace
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Content Sync Strategy
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How We’re Leveraging the Social Platform
• All Support team members use tool as single source of knowledge
• Tagging Content for automatic publishing to VAR and Customer Workspace
• Using Groups to collaborate with public and private access privileges– Example: Tier 2/3 team Private Group shares
content Tier 1 should not access– Example: Training Academy has Public group for all
to comment/dialogue on Training content and direction
• Social validation of solutions content with ‘Read Only’ Product and Policy content
• Self Paced Training through Video Available Via Dashboard
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What We’re Measuring / Metrics
• Contact Center Measurements– Average Speed to Answer (ASA)– Average Handle Time (AHT)– Grade of Service (GOS)
• Agent Level Metrics– Same Day Resolution of Cases (SDR)– Customer Satisfaction (CSAT)
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Results / Impacts from January to March
• ASA*– Improved (Reduced) 66%– From 33” to 11”
• AHT*– Improved (Reduced) 11%– From 22” to 20”
• GOS*– Improved 25.75%– From 53.5% to 79.25%
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* Averaged Across Product Teams
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PPS Central and PPS VAR Central
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• Same Day Resolution*– Improved 11.75%– From 33% - 44.75%
• Customer Satisfaction*– Improved .67%– From 51% to 51.67%
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Results / Impacts from January to March
* Averaged Across Product Teams
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The challenge: How do we bring collaborative brand conversations to life inside the call center?
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Agent Engagement
Team Collaborati
on
Dialogue Optimizatio
n
What Works | Best Practices
Ogilvy Consulting | CRM Connections
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Ogilvy Consulting | CRM Connections
• How do know what’s working?
• Can we adjust our approach quickly, cost effectively?
• How do we give the agents just what’s needed.
• Can we easily measure
agent satisfaction? • We are pushing knowledge
but are also we pulling?
Risk | Inform Without Measuring
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Measure Training Content Usage
Monitor Listening
Post Activity
Socialize Branding & Campaign
Assets
Knowledge- Share and
Collaboration
Industry Knowledge at Agents Fingertips
Solution | SOCIALTEXT
Enable knowledge-sharing, collaboration, conversation monitoring & relevance.
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ROI: Top performer on the pilot sales team
was the earliest adopter and user of Socialtext
Ramped up from 1 pilot team to 5 client call center teams in approximately 1 year
~500 agents total as of 4/12 10% increase in conversion rate within
key market segments
Improved Customer Experience: Evolving dialogue strategy Drives deeper understanding Fosters social business principles safely
Helps clients “socialize the enterprise” from the ground up
Results: Business & Brand Benefits
Hearts: True Engagement
Minds:Understanding
Wallets: Consultative Dialogue
Call Center Agent Actualization
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Thank you
• Q & A• For more information on Socialtext,
please visit www.Socialtext.com• Recording will be available on
Socialtext • How to reach us us:
– Kate Leggett - @kateleggett [email protected] http://blogs.forrester.com/
– Timothy Kelly - @mckesson [email protected] – Evan Shumeyko - @ogilvydigital [email protected]– Sandra Ponce de Leon - @socialtext
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About Socialtext
• First Enterprise Social Software Company founded in 2002
• Communications & collaboration platform that helps your employees “In the Flow of Work”
• Social Layer is our vision • Flexible Deployment options: Secure
on-site or hosted appliance• Widely recognized as Visionary &
Leader among key analysts