Social Media and Customer Support?

1. Social Media and Customer Support? A Work in Progress v5 The Five Tenets www.serviceinnovation.org

2. Agenda • Five tenets of social and support • Background and supporting information • Definition and scope – what are we talking about? • The challenge • Attributes (7 Vs) • Two very different models - hierarchies vs. networks • The “Know Me” factor • Who do we pay attention to? • Long-term strategies – • Scenario based planning model www.serviceinnovation.org

3. 5 Key Tenets for Social Media and Support The following should be considered in the context of your business • Let social support social • Pay attention to the health of the network • Continuous improvement of customer success and realized value • Listen, learn and improve • Get the issue into the best channel for resolution • Direct issues that are best handled in another channel to that channel (self-service, forum or assisted) • Cross functional response capability/responsibility • Monitor and influence the collective voice • Influence programs that recognize and nurture high value contributors (like MVP, trusted partner or enthusiast designation) • Listen to and engage the individual voice - based on criteria • Dependent on the “know me factor” and cross functional response capability

4. Let Social Support Social • Pay attention to the health of the network • Nurture and enable (don’t manage) • Empower “value creators” (MVPs)in the community to monitor/manage • Encourage one to many and many to many

5. Continuous Improvement of the Customer Experience • Listen, learn and improve • Cross-functional responsibility and alignment to the strategy • Who in the organization is listening? Everyone! • Identify liaisons in every function of the business; marketing, sales, support, product management, development • KM processes • Solve loop - Capture, structure for reuse • Evolve loop – pattern, cluster, trend identification • Tools? • Some capability available but still requires human assessment/intervention

6. Get the Issue to the appropriate channel for resolution • Be quick to identify and respond to the issues that only you (the vendor) can resolve • Enable seamless/painless movement from one channel to another • In support forum a “click to open ticket” (integrates the forum with the CRM/assisted model) • Measure “channel appropriateness” and identify ways to make it easy for the customer to do the right thing.

7. Monitor and Influence the Collective Voice • Text Analysis • Mentions • Sentiment • Identify, recognize and support the “influencers” • “MVP” or “VIP” designation • Access to key people inside the company

8. Listen to and Engage the Individual Voice – based on Criteria • Respond to the “right people” • Cross-functional response capability • The “know me factor” • Know who is important to you and why • Know, but don’t support the “trolls” • The challenge of cross-channel idenities • Be careful not to encourage undesirable behavior or set expectations you can not fulfill

9. Background and Supporting Information www.serviceinnovation.org

10. Notes from the Team Meeting on Social Media • Our challenge: there was general agreement in the room that social is an opportunity... unless we choose not to engage, in which case, it's a threat. • We believe: the current organizational structure isn't fit for engaging in a high-volume, highly visible, high velocity #globalsocialmobile world. • So how can we change our organizations--incrementally or dramatically--to engage the social world properly? Small companies have an advantage -- this may be a good time to start with brand-new organizational models. • See the notes in the CSI Wiki www.serviceinnovation.org

11. Business Model Influences Criteria • High level objectives and goals • Life cycle model (customer touch points) • Engagement strategy; transactions vs. interactions vs. relationships • Financial implications? • Maintenance/service revenue impact? • Entitlement - impact who and how we might engage in social channels? • Risk factor – does endorsing community/social media create liability?

12. Definition and Scope Social media is…. transparent/visible to many • Content that expresses opinions/experience/information (stuff) • or – • interactions among individuals and groups Social Support n. \ˈsō-shəl sə-ˈpȯrt\ “Service and support offerings where voluntary customer actions meaningfully change the customer experience for those and other customers—either in support, or indirectly in the rest of the whole product.” (offered by David Kay) www.serviceinnovation.org

13. P2P Support . Crowdsourcing . Open Innovation . User Groups Forums . Answers . Resources Ideas . Concepts . Features WOM . Ratings . Reviews Groups . Events . Blogs Awareness & Commerce Customer Support Insights & Innovation Customer Loyalty Engagement & Loyalty Unique business needs Find / Buy Use / Support Help Others Improve / Enhance Offered by Nitin Badjatia

14. Some Interesting Attributes to Considerfor your Social Media Support Capabilities Volume Velocity Visibility Viscosity Variety Voices Value (scale, capacity) (speed, time to know, time to capability) (transparency, amount known, empowered) (resistance to change) (diversity, source of innovation) (influence and acknowledgement) (co-created, improves relevance) Consortium for Service Innovation - 2010

15. Old Model Structural capital Hierarchies Linear processes Command and control Activity-based measures New Model Social capital Networks Double loop processes Alignment/engagement Value-based measures Two “Incompatible” Models?New Support Models Needed Interesting Attributes Scored Consortium for Service Innovation - 2010

16. Vendor Centric View C • Vendor sees themselves as the center of the universe • Vendor views customer as consumers of their product(s) (consumption model) • Customers push issues to the vendor • Vendor responds to customers who meet the vendor defined conditions • Vendors decide who they will collaborate with • Value proposition is based on price point or unique capability C C Vendor C C Consortium for Service Innovation - 2010

17. Customer Centric View • Vendor’s collectively pay attention to customer needs (intent listening) • Vendors push relevant information to the customer • Customers’ buy decision dictates who the vendors will collaborate with • Vendors collaborate to ensure customer success with their piece of the technology stack • Value proposition is focused on servicing all of customers needs …and daily life competes for customer attention and personal priorities Consortium for Service Innovation - 2010

18. Above & BelowA New Line Being Drawn Flat, learning oriented, engaged, value-based Customer success-led, collaborative, intent listening, push model Hierarchical, linear, command & control, activity-based Center of the world, consumption, customer meets criteria, pull model www.serviceinnovation.org

19. More About “the Line” A line dividing the normal, continuous flow of individual & social (customer) experiences… …from the vendor’s infrastructure of data, systems, and business processes. Limit of Insights & Visibility Entry to Processes Edge of Infrastructure Firewall Limit of Customer Data Point of Control www.serviceinnovation.org

20. The Cloud gets Bigger! Communities and Social Media Customer Exceptions Self-Service Community Assisted Assisted User Interactions Web Portal Support Center Product Management Development/ Engineering

21. The Individual Voice Communities and Social Media Engage with the Individual User Interactions Listen to the Individual Voice

22. The Collective Voice Communities and Social Media Community User Interactions Influence the Collective Voice Listen to the Collective Voice

23. The “Know Me Factor” • Who is talking…. Who is listening? • Too many people to know? • Too many different identities across channels • Reconciling identities across channels • Too many interactions to keep track of? • Who is important? • Influencers • Customers who buy • Customer preferences/comfort level with each channel www.serviceinnovation.org

24. Who do we care about? Highly Active Customers Customers Buying Behavior (frequency & amount) Potential Customers Non- customers High Low Influence (on others In the network) www.serviceinnovation.org