Sydney Transforming Customer Service Exec Forum

Practice Details • 200+ Salesforce Certified • 75+ Service Cloud Certified

Customer Success

›  10+ years as customer service consultant

›  Lead Social Change Agent at Velteo (now Bluewolf)

›  Worked with top brands—Vodafone, Staples, Eastmon, Brother, Panasonic, Fuji Film

Con Georgiou, Director of Product

Who is Bluewolf?

International Presence

Research Conducted by 5th Quadrant

Opinions of Rod Maxwell


Global Contact Centre User Study

Rate the level to which you agree or disagree with the following statement:

“Customer service centres always provide excellent customer service”

Contact Centre Operational Costs $

15%

10% 5%

Research Conducted by Forrester Research

13

Cost to Profit Centres

Cost Centre – Efficiency Focused •  How can we conserve our business? •  What's the minimum we can do to ensure we don’t loose customers? •  KPI -‐ AHT •  How can we make agents more efficient?

Profit Centre – EffecKveness Focused •  How can we grow our business? •  How can we reduce customer ‘Effort’ •  KPI – NPS •  How can technology improve customer and agent experiences

Transition

40%$32%$ 28%$

39%$51%$

38%$ 35%$ 31%$ 37%$ 42%$

62%$49%$

Global$

USA$

Canada$

UK$

Germany$

France$

Australia$

Japan$

New$Zealand$

Singapore$

Brazil$

Mexico$



“I prefer to use other methods of contact (web chat, email, social etc..) rather than contact a customer service centre over the phone”


98% 43% 64%

Phone Channels Online Channels Correspondence Channels

89%

47% 57%

17% 37%

17% 6% 2%

60%

8% 9% 16%

Phone conversation

Automated phone

Automated & phone

conversation

Online phone call

Web self-service

Web chat Social media /

online forum

Video Email Text Fax Letter


“Which of the following methods have you used to contact a company’s customer service centre in the past 3 months?”


Forrester, ‘The Growth of Social Technology AdopKon’:

“Three out of Four consumers use Social Technology.”

Social Revolution

Nielsen, ‘Global Faces and Networked Places’:

“More time is now being spent on social networks than personal email…”

5th Quadrant, ‘Global Contact Centre User Study’:

“93% of Consumers believe a company should have a presence in social media. ”

Tweets Are…

Research Conducted by Pear Analytics

55%# 56%# 57%# 62%#69%#

55%# 60%#49%#

56%#

39%#51%# 50%#

Global#

USA#

Canada#

UK#

Germany#

France#

Australia#

Japan#

New#Zealand#

Singapore#

Brazil#

Mexico#



“I would be happy to interact with a customer service representaIve who I know is working at home”


Opinions of Rod Maxwell

Salesforce.com Service Cloud

Knowledge Management KM for agents and customers

Call-Scripts and Wizards Dynamic, step-by-step resolutions

Live Chat Zero install cloud-based chat

Social Media Management Meet customers where they are

Self-Service Portals and Communities Personalized, scalable self-service

Email-to-Case Management Track inbound and outbound emails

Service Analytics Intuitive reports and dashboards

Contracts and Entitlements Timed SLA & milestone tracking

Communication and Collaboration Broadcast and share information

Case Assignment and Escalation Automatic workflow capabilities

Powerful Integration Tools Link to other systems quickly

Contact Centre Integration Web CTI

Scaling Social Service

in/derektweets @derektweets

Derek Laney Director Product MarkeKng Management

Prepare to Engage at Scale

Tips for Achieving Scale

Jeremiah Owyang, AlKmeter: PrioriKzing for Scale – #DF12

How to create a Social Media Playbook

2 – Enable Business Units

Classify AcKonable Internet MenKons

3 – Streamline with Tools

4 – CommuniKes 5 -‐ Advocates

Turn insights to acKons and connecKons to customers for life.

Unified Plaeorm for Social

hfp://bit.ly/measureupsocial

Where to Learn More?

The Path to Becoming a Social Service Centre Con Georgiou

›  The end of Satisfaction

›  Service as the Differentiator

›  Building A Customer-Obsessed Organization

Agenda

Ending Satisfaction

Customers have never been more empowered. They don’t trust you. Attrition at all time highs. Your staff included

Ending Satisfaction

Satisfaction is the lowest level of acceptable service. Loyalty is obtained via a process not a single action.

Loyalty is Dying

Satisfied Customers will shop anywhere. Loyal customers will promote you for free and fight before they switch.

›  # of customers

›  Average customer transaction

›  Average # of transactions

›  % attrition

›  Average # of referrals

›  % referrals to customers

›  % net income as a % of revenue

Measuring the effects of customer loyalty on the bottom line

= Calculated

value of customer

loyalty

What does it take to or

or even just spend more with you?

Ending Satisfaction

› Service is the new Sales and Marketing

› There is no lifetime value without service

› Maximize every customer engagement

› De-silo the enterprise to improve customer intimacy and service

Service as the Differentiator

› Team of HERO’s –

Highly Empowered Resourceful Operatives

› Structural agility

› Commitment to Knowledge - KCS

›  Leadership from all angles

›  It all starts with CARING – Zappos

Building a Customer Obsessed Organisation

Building a Customer Obsessed Organisation

Implementing “Customer-Obsession” in the Contact Center is Complex!

Companies Are Turning to Salesforce as the Tool

Aligning Technology to a Customer-Obsessed Culture—Transforming Key Areas of Customer Care

For Customers For Agents For Partners/Channels

For Management

Superior service through any channel of choice

Streamlined productivity through a single system of truth

Removing barriers and delivering seamless training & sales and service cycles

Optimizing organizational performance through improved visibility

Knowledge & Answers IVR/VRU Integration Contact & Case Management Linked to Sales

Channel of Choice Real-time Collaboration Partner Portal Training & Calibrations

Self-Service Knowledgebase Communication Reporting & Dashboards

Live Agent Chat Community Sharing & Innovation Knowledgebase Workforce Management

Social Media Universal Contact & Case Mgmt Communications

Social Media Workflow & Approvals

› Step 1: Maximize every customer moment.

› Step 2: Know what your customers want before they do.

› Step 3: Focus on people over platforms.

Building a Customer-Obsessed Organization—3 “Next Steps” for your Organization

Building a Customer-Obsessed Organization

Step 1: Maximize every customer moment.

Deliver an “Obsessed” Customer Experience

Sources Of Product Info

Customer

Customer Needs

Email

Product Delivery

Product Paymen

t Product Setup

Product Usage

Self-Service How-Tos

Setup FAQs

Contracts & Entitlements

Product Assistance

Dashboards

& Reports

Case Management

Upgrade / Renew

Billing

$

Public Website Renewal

Forms

Shipping

Community Suggestions

Knowledge FAQs

Field Service (by ServiceMax)

Community Answers

Vodafone goes eCareCustomer Service

Salesforce.com Confidential

•  Need for better customer experience and self service

•  Lithium integration •  Omniture implementation •  Parallel rollout of FATWIRE CMS •  Poor internal knowledge

management processes •  Wanted to move away from the

auto-response knowledge article model

•  Poor SEO of current knowledgebase, poor web search of current Knowledge Items

•  Unable to own domain or mailbox custhelp.vodafone.

•  Better customer engagement •  Aggressive deadline

•  Custom webservice to pull ‘accepted’ solutions from lithium into Service Cloud as draft KI’s

•  Operationalized a KCS driven knowledge team to monitor website and knowledge metrics to author relevant articles

•  Implemented GSA along with Headloc for better integrated web search.

•  Created custom editor for design team to be OK authoring mechanism

•  Migrated a team of 30 case managers to SFDC case management from a previously robust RN solution

•  Launched Self-Service oriented PKB support.vodafone.com.au on site.com

•  Empowered Agents & Knowledge Managers •  Big Bang Go Live – Director Initiative •  76% growth in customer interactions since launch •  Increased traffic to Vodafone support site due to

improved SEO of KI pages and URL’s •  Single platform view of all case requests for all digital

channels when Social hub is fully deployed. •  25% reduction in email volumes to customers •  78% increase in consumption of help and support

content – organic promotion.

CHALLENGE SOLUTION VALUE

OVERVIEW

Vodafone Hutchison Australia Ltd is a leading Telecommunications company leading the drive for better customer engagement through Social Business. VHA was faced with major disruption in their industry due to changing consumer sentiments and the growth of social as a channel for service and branding. Self Service, Knowledge and Social Engagement was required to turn the experience around.

LOCATION Sydney, AUS

COMPANY SIZE 6000

INDUSTRY Telco

COMPETITOR Siebel, RightNow

SOLUTION(S) Service Cloud, Radian6

FIRST ACTIVE: 15/12/2011

COMPANY PROFILE

More Detailed Info

›  Bluewolf seen as agile and innovative with strong Service Cloud background

›  Social, Mobile, Integration and Development experience led to an innovative outcome

›  Deployed over a 10 week period hitting the deadline of the 15th of December 2011

›  Change managed with Executive engagement

›  Integration of Technology and Methodology with KCS

›  Integrated with Lithium for Community crowdsourcing solution

›  Social Hub implementation phase 1 completed with phase 2 in progress for single view of all customer care channels

›  Integrated with Fatwire for static resources and styling

›  Integration with World Manuals for access to Manual pages via support site

›  Google Search Appliance for better Article Searches

›  Holistic self service, knowledge and social platform = eCare

›  The solution broadens our already deep Service Cloud Centre of Excellence

Step 2: Know what your customers want before they do.


Knowledge is the Nucleus

Customer Relationship Management

Case Management

Collaboration

Innovation

Integration

Knowledge Management

Step 3: Focus on people over platforms.


›  Bring social into your core strategy ›  Engage with customers, employees,

and prospects ›  Flatten company hierarchy ›  Promote internal networking ›  Spread news, information, and resources ›  Marketing effectiveness

#goingsocial


Enable People: ›  Collaboration ›  Just in time Knowledge

Engagement ›  Social Awareness

Communities ›  Service Skills

With: ›  Chatter ›  Integrated KCS ›  Gamification ›  #GoingSocial ›  Integration ›  Training and Education

Aligned Vision /

Communication Strategy

Effective use of Technology aligned with

Business Process

Relevant Instructional Approach to Drive User Capability

Leadership Coaching / Systems of

Accountability

Continuous Innovation

Adoption!

Our Philosophy

Where is Your Organization?

Social enterprise objectives & challenges identified

Objectives & challenges identified, no plan developed

Plan developed, not deployed

Plan being deployed

Objectives & challenges met with formal plan

Identify need to become a social enterprise Do you have a

Social Media plan?

Is it working?

› Contact Center – Complete Blueprint

› Health Check – Service Maturity Assessment

› State of Salesforce - Annual Review

› Connect with me: ›  Twitter - @congo_ ›  LinkedIn – Con Georgiou ›  Email – [email protected] ›  Blog – www.con.georgiou.com

Engage with us today…

Question Time

Sydney Transforming Customer Service Exec Forum

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