Customer service strategy social customer

Design a Customer Service Strategy to Serve the Social Customer Practical IT Research that Drives Measurable Results

Introduction Organizations are exploiting social customer interaction channels for sales and marketing, but adoption of these channels for customer service is much slower. Info-Tech research indicates that customer-initiated service inquiries through social channels do not pay off. However, proactively monitoring the social cloud for service opportunities does help organizations achieve their service goals. IT should not be on the sidelines when it comes to enabling customer service: it must support the technologies involved (i.e. integration with CRM platforms). Info-Tech Research Group This solution set will help you: This research is ideal for: IT leaders involved with enabling customer service through technology. IT professionals assigned to support contact center operations. Customer service professionals curious about new channels and technologies. This research is not about: Selecting CRM software: Select the Right CRM Software Social media for sales and marketing: Leverage Social Media for Enhanced Customer Interaction

Executive Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group

[object Object],[object Object],[object Object],[object Object],Social media has experienced explosive growth; interacting with customers and prospects in the social cloud is a necessity Info-Tech Research Group Social media is being adopted at an incredible rate by a wide range of consumer demographics. Organizations must be in the same space as their customers and stakeholders. Bottom Line Social networking is now more popular than e-mail* Global time spent on social media is up 82% over last year* Last year, Tweets grew 1400% Facebook’s greatest growth has come from people aged 35-49* *Source: Nielson Online Every minute, 24 hours of video is uploaded to YouTube LinkedIn has users on every continent

Don’t assume social channel success in sales & marketing will automatically carry over into customer service ,[object Object],[object Object],[object Object],Info-Tech Research Group Don’t take a leap of faith and blindly adopt social channels for customer service. First, assess new channels for service value. Adopt valuable channels into a hybrid-channel service strategy, not as independent silos. This research will help you do just that. Bottom Line

Proactively identify – and resolve – service issues in the social cloud for the greatest benefits ,[object Object],[object Object],Proactive Resolution Complaint Monitoring Info-Tech Research Group Reactive service is customer-initiated. … keeping an eye on social conversations is definitely something that’s valuable for a wide variety of organizations. - IT Manager, Municipal Services “ ” Proactive service involves actively monitoring conversations taking place in the social cloud, identifying service issues, and responding to customers and the social cloud. Historically, customer service has been “reactive” (i.e. customer initiated) and solely between the customer and supplier. Social media forces proactive service interactions between customer, supplier, and the entire social cloud. Your dirty laundry just got aired. Bottom Line Customer receives service Customer initiates process

When the opportunity to exploit social channels for customer service does exist, several goals can be achieved Info-Tech Research Group Social media provides another channel for organizations to respond to customer inquiries, both directly initiated by customers and by proactively monitoring the social cloud. Improving Customer Satisfaction : Customers that receive more timely and personal service in the medium that they prefer will be more satisfied. Increasing Customer Retention. Using social media with customers builds barriers to exit since customers are engaged using a medium they prefer – something the organization needs to offer to remain competitive. Reducing Cost of Service: Organizations use social media to quickly and efficiently respond to customer service issues. The answer to the problem can be public, making it searchable by other customers that have the same request. 1 2 3

Assess Channel Value & Design a Hybrid Strategy Implement Customer Service Best Practices Customer Service and CRM Integrate Channels with CRM Software ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1

To advise the business, IT must fully understand the underlying channel strategies behind new interaction technologies Info-Tech Research Group ,[object Object],[object Object],[object Object]

Customer service is an integral part of a holistic CRM strategy: leverage superior service to bring in repeat business ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Marketing Sales Customer Service Sales uses various channels to carry out actual transactions and execute order fulfillment. Customer service uses channels to receive and process after-sales service requests, and provide effective resolution of customer concerns. Marketing uses customer interaction channels to build product, brand, and company awareness in order to build intent-to-purchase. Social media makes integration of strategy across all three CRM domains even more important, since it makes customer strategy disconnections more apparent and broadcasts them to the world. Bottom Line

Build a customer service strategy on the foundations of the three domains of customer service ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Three Overlapping Domains of Customer Service: Self-service is typically the least expensive mode of customer service, but it can also be less effective than assisted and field service. Self-service, assisted service, and field service are not exclusive of each other. Effective customer service strategies require an ability to switch among them . A typical customer service resolution may require activities in all three domains. Bottom Line

Map customer interaction channels to the processes within the customer service domains ,[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Traditional New Effective customer interaction strategies require that interaction channels be blended to achieve both customer segment and product/service goals. Treating interaction channels as silos increases cost-to-serve and makes the modern multi-channel consumer feel trapped and punished. Bottom Line Customer Support Forums Dedicated Mobile Application Telephony/Fax Desktop Sharing/Co-browsing Web-Self Service Live Web E-mail Web Chat Telephony Self-Service (IVR) Face-to-Face Blogging/Microblogging Social Networks Customer Interaction Channels

Design a channel mix strategy by starting with channels your customers are likely to use ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Single Channel Traditionally, customers received service in a single interaction channel; there was a limited selection of channels for launching service requests. Today, organizations are breaking free of the limited channel approach and adopting a hybrid channel strategy to better service valuable customers. Multiple Channels Start with channels you expect your customers to use (this information can be gathered by mining customer analytics), then assess the channel’s capability to provide effective customer service. Bottom Line

Leverage previous knowledge of multi-channel customer interactions from Web 1.0 e-channel experiences ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Web 1.0 Customer Interaction Framework Organizations have been through new e-channel integration once already, with Web 1.0. Despite the hype, adding newer social channels is not a radical departure from the first time around. Your organization has been here before. Bottom Line Customer Relationship Management Marketing Sales Service Conversations Information Customers Face to Face Phone E-mail Web Communication Channels

Integrate social channels alongside existing customer interaction channels: the social cloud itself is a new point of interaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Web 2.0 Customer Interaction Framework Don’t believe that social channel integration will require an entire rebuild of your CRM strategy. Social channels are just new interaction channels that need to be integrated – as you’ve done in the past with Web 1.0 e-channels. Bottom Line Customer Relationship Management Conversations & Information Social Cloud Marketing Sales Service Face to Face Phone E-mail Web Social Media Communication Channels

Service issues can be addressed by answering customer-initiated inquiries or proactively monitoring the social cloud ,[object Object],Info-Tech Research Group Customers Social Media Customer Relationship Management Communication Channels Inquiries directly from customers Proactively monitoring social cloud Customer Service ,[object Object],[object Object],[object Object],[object Object],Integration is required, to achieve customer service goals. Customer-Initiated Inquiries Customers initiate the service inquiry through social channels (similar to how they might through telephony or a web portal). The customer logs onto the social networking service of their choice, and sends a message requesting help. For example, a customer on Twitter might write “@AcmeCorporation Experiencing problems with my product… need suggestions to fix it.” Proactive Monitoring of the Social Cloud The firm actively monitors the social cloud to identify customers experiencing service issues. This monitoring can be done manually or by using a social media monitoring platform (SMMP). The firm then responds to the customer, offering to provide in-channel or out-of-channel assistance.

Customers will interact via social media with or without you – be aware of the three main implications Info-Tech Research Group Brand image will be heavily influenced by the social cloud, whether the company participates or not. Three Main Implications: Frustrated customers vent service issues in the social cloud – they don’t just provide sales leads. IT plays a critical role in supporting the organizational use of the social cloud while minimizing risks. Social media is there whether we participate or not, therefore participation on our company’s part isn’t optional. - CIO, Manufacturing “ ” You can use the people who are passionate about your brand effectively, but at the same time, you have to be mindful that there will be others who will say things that you don’t want. What are you going to do? How are you going to deal with that? - Dr. Nicole Haggerty, Associate Professor, Richard Ivey School of Business, University of Western Ontario “ ” You have to know what the business model is in order to dictate what you restrict and what you don’t, along with knowing what the risk[s] to IT and the infrastructure environment are. - Thomas Uyehara, IT Director, Independence First “ ” Although there are risks that need to be managed when participating, there are also risks to the organization if it chooses not to participate. But don’t leap blindly and add social channels to your service mix just because of sales and marketing successes. Bottom Line

Assess Channel Value & Design a Hybrid Strategy Implement Customer Service Best Practices Customer Service and CRM Integrate Channels with CRM Software ,[object Object],[object Object],[object Object],[object Object],[object Object],2

Face-to-face and telephony still form the backbone of customer channel strategy Info-Tech Research Group ,[object Object],[object Object],[object Object],Face-to-Face ,[object Object],[object Object],[object Object],[object Object],Telephony/IVR Expensive and resource intensive, face-to-face and telephony (voice) interaction remain highly effective at resolving customer service inquiries, especially on first contact. But their role in a hybrid channel service strategy is as an escalation point from less effective channels, like self-service. Bottom Line

E-mail and web chat allow for robust customer service Info-Tech Research Group E-mail is an indispensible tool for assisted service; it allows for more robust demand management than telephony (which can result in lengthy and noticeable queues). Web-self service is an excellent starting channel for customer service, particularly for handling routine service inquiries. Bottom Line ,[object Object],[object Object],[object Object],E-Mail ,[object Object],[object Object],[object Object],Web Self-Service

Live web chat and co-browsing merge the traditional concept of assisted services with web-enabled technology Info-Tech Research Group ,[object Object],[object Object],[object Object],Co-Browsing Live web interaction is particularly useful for sales and marketing to reduce transaction abandonment rates, shopping cart abandonment, or online enrollment process abandonment. Bottom Line ,[object Object],[object Object],Web Chat

Social and mobile channels: the new kids on the block Info-Tech Research Group ,[object Object],[object Object],Social ,[object Object],[object Object],[object Object],Mobile Info-Tech’s research indicates adoption of social channels and mobile applications for service is low. This is because integration with CRM is also low, and organizations will not realize the benefits when they use these channels as standalone silos. Bottom Line

Social & mobile customer service is still immature; you must integrate with CRM to be successful ,[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Successful integration requires assessing a channel’s ability to deliver value for your business model. More on customer service design best practices in Section 4. Bottom Line

Use Info-Tech’s Customer Service Channel Readiness Assessment to gauge how social and e-channels fit with your service strategy Info-Tech Research Group Info-Tech’s Customer Service Channel Readiness Assessment asks a series of diagnostic questions that will help pinpoint whether e-channels and social media are right for your organization. Some organizations are more likely to see value from these channels; this tool will help you determine whether you stand to benefit from newer customer interaction channels.

[object Object],[object Object],[object Object],Monitor the social cloud to achieve customer service goals Info-Tech Research Group Never Always Proactively Monitoring Social Cloud to Identify CS Issues N = 49, Source: Info-Tech Research Group Proactively monitor the social cloud to identify customer service issues and significantly increase the positive impact on customer service goals. Monitoring the social cloud for service opportunities is the one way to integrate social channels into customer service that everyone agrees produces positive results. Bottom Line

Not all social channels are created equal: some are more useful than others for achieving certain goals Info-Tech Research Group Social channels can increase customer satisfaction & retention, but are less likely to reduce cost-to-serve. *Proven useful by Info-Tech statistical analysis carried out on real-world implementations. Domain Opportunity Consumer Social Networks (Facebook) Micro-Blogging (Twitter) Professional Social Networks (LinkedIn) Consumer Video Sharing Networks (YouTube) Marketing Building Positive Brand Image    Increasing Mind Share    Gaining Customer Insights     Sales Gaining Sales Insights    Increasing Revenue    Customer Acquisition    Service Customer Satisfaction     Increasing Customer Retention    Reducing Cost of Service       Proven Useful* Potentially Useful

Don’t rely on channel efficiency & channel migration to design successful customer service strategies ,[object Object],[object Object],[object Object],Info-Tech Research Group Migrate customers to lower cost channels Engagement Cost Focusing on channel efficiency and channel migration alone does not result in the most effective strategy for any type of customer engagement, service or otherwise. Channels have to be allowed to blend within a single customer engagement, resulting in hybrid channel strategies. Bottom Line Customer Engagement $$$ Live Customer Engagement $$ E-Mail Customer Engagement $ Self-Sevice Customer Engagement $$$$ Face-to-Face Make the channel more efficient to save $

Design for hybrid channel engagements & discard the notion of lowering cost-to-serve by trapping customers in one channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Channel Migration Engagement Cost Hybrid Channel Engagement X X In the real world, you cannot optimize service costs by using only one channel and squeezing as much efficiency gains out of it as possible. Likewise, you cannot choose to only support the lowest cost channel. You must blend all channels into a hybrid strategy for optimum performance and cost. Bottom Line Customer Engagement $$$ Live Customer Engagement $$ E-Mail Customer Engagement $ Self-Sevice Customer Engagement $$$$ Face-to-Face Channel Efficiency

For hybrid-channel service involving social channels, focus on resolving issues discovered as a result of proactive monitoring ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Solution seen by user, their followers, followers’ followers, the company’s followers, etc. Engagement Cost Proactively monitoring the social cloud is the most effective way to integrate social channels into a hybrid-channel service strategy. The social cloud can propagate both problems AND solutions at geometric rates , enabling your best service moments to spread rapidly too. Bottom Line Customer Engagement $$$ Call Center Customer Engagement $$ Social Monitoring Customer Engagement $ Social Media Service Customer Engagement $$$$ Face-to-Face Hybrid-Channel Engagement: A social example Documented in CRM system!

Case study: H&R Block proactively monitors and responds to customer service issues in the social cloud using Twitter Info-Tech Research Group ,[object Object],[object Object],[object Object],[object Object],Notice path for channel switching or escalation is provided for when Twitter isn’t suitable.

Understand service channel economics to optimize cost of service and ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Focusing only on improving channel efficiency and on migrating customers to lower cost channels does not optimize cost of service in a hybrid channel customer interaction world. Bottom Line

Optimize cost of service by modeling hybrid channel service resolution paths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Many research firms have published different figures for different channel interactions over the years, declaring that they know a phone call always costs X and an e-mail always costs Y. There is no such thing as fixed channel costs that can be applied to all industries and organizations. Each service organization must attempt to codify its own service rates by channel. However, it is possible to use this equation to model different service resolution paths, without knowing actual costs, to compare different paths with each other. You only need to understand the channel costs relative to each other (greater than, less than, equal). This way, service resolution paths designed for effective problem solving can each have costs of service compared to each other, in order to balance service costs with service effectiveness. This is not a simple business modeling task, but it is essential. Intentionally designing optimal hybrid channel paths for service resolution, for the most common and predictable service inquiries, enables organizations to execute effective customer service with the lowest cost of service. Bottom Line

Employ process re-engineering to optimize the most common hybrid-channel service resolution paths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group This is an example of how wireless carriers re-engineered one of their most expensive yet common service resolution paths, to make it cost effective and solve the customer problem. Cost reduction is not achieved just by making the way that customers interact more efficient. Reduce engagement costs by designing service resolution paths to be as effective as possible. Bottom Line Engagement Cost = [R W1 x T W1 ] + [R E x T E ] + [R B x T B ] + [R W2 + T W2 ]

The business must apply common design principles to construct hybrid-channel service strategies before engaging IT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Escalation is necessary when a customer can no longer be adequately serviced at a given resource level. A common misconception is that escalation requires moving from one channel to another – it may not. In-channel escalation occurs when additional resources are allocated to the customer, but in the same channel. For example, if a customer is unable to receive adequate service from a tier-one phone agent, he or she may be transferred to a more specialized agent. Out-of-channel escalation occurs when the increase in committed resources is accompanied by a change in channel. This typically occurs when a customer switches from a predominantly self-service channel (i.e. web portal) to an assisted service channel (i.e. live chat) that can provide more specialized assistance. Key Definitions Designing service resolution workflows is required upfront before IT can assist with technology integration and advise the business concerning security and privacy risks. Bottom Line

Use Info-Tech’s Customer Service Maturity Assessment to gain a realistic assessment of the current customer service strategy Info-Tech Research Group Info-Tech’s tool, the Customer Service Maturity Assessment , asks a series of questions that will gauge the relative maturity of your organization’s customer service strategy from a business, channel, and technology standpoint. After scoring your maturity on these dimensions, the tool also provides feedback on your current strategy and recommendations for improvement.

Assess Channel Value & Design a Hybrid Strategy Implement Customer Service Best Practices Customer Service and CRM Integrate Channels with CRM Software ,[object Object],[object Object],[object Object],[object Object],3

[object Object],[object Object],[object Object],[object Object],[object Object],As with older channels, formally integrating social media and CRM technology pays big dividends in goal achievement 0 Info-Tech Research Group N=64 Service Goals Achieved (%) with Social Media Organizations that integrated their social media and CRM technology with software realized more of their goals (i.e. customer satisfaction) Software Integration No Integration +68%

Document the social media strategy and achievable opportunities in Info-Tech’s Business Plan Template ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group

Choose your source of social channels before planning for CRM integration ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group ,[object Object],[object Object],The distinction between aggregation and management is blurring fast, as vendors are converging into multi-function social media monitoring platforms (SMMPs). Your choice of technical integration path depends on your current customer service technology architecture and points of integration for existing customer interaction technologies. Social channels should be integrated at the same technology points. Bottom Line

IT must help manage social channel infrastructure, CRM integration, and security ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Either IT manages infrastructure and security, while social media goals and content are typically handled by the business side N=64 IT Business Larger organizations understand channel integration requirements well and may have a dedicated IT group in the service organization. But small organizations in particular need IT to help them understand the infrastructure and security implications of servicing customers through new channels. Bottom Line It’s like having a lawyer in the room… their job is to tell you about the risks and dangers. -Jim Sterne, Marketing Consultant, Target Marketing Inc. ” “

Social Media Monitoring Platforms with response capabilities should still be integrated with the larger CRM environment ,[object Object],Social Cloud (i.e. Facebook, Twitter) Info-Tech Research Group ,[object Object],[object Object],[object Object],[object Object],CRM Social Media Monitoring Platform In-channel service response Integration With CRM Platform Keyword-based social monitoring Marketing and Sales 360-Degree Customer View SMMPs are a necessary single-channel evolutionary step, just like there used to be e-mail-0nly and web chat-only customer service options in the late 1990s. But they are temporary. SMMPs will eventually be subsumed into the larger CRM technology ecosystem. Bottom Line

Inbound Integration: feed the beast at the same point where it is used to being fed, like multimedia queues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Multimedia Queues : Larger organizations are likely to have formal multimedia queuing technologies implemented in their call centers to route all types of interactions based on rules that define priority, complexity, required agent skills, product type, etc. Then the inquiry is routed to the desired service agent for resolution and closure in a traditional service ticketing system (CRM). Larger organizations with multimedia queuing technology in place should integrate social channels into the multimedia queue. But the queuing workflow must be reviewed to accommodate for the unique requirements of social media. Bottom Line

Inbound Integration (cont’d): feed the beast at the same point where it is used to being fed, like CRM Ticketing Systems ,[object Object],Info-Tech Research Group ,[object Object],[object Object],[object Object],In the absence of multimedia queues, social customer service inquiries should be integrated directly with CRM systems used to track and resolve inquiries. Manual resolution of social customer service inquiries prevents the organization from learning through reporting and analysis. Bottom Line

Outbound Integration: geometric propagation in social networks is friend and foe; bad news travels fast ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Social media allows bad experiences to be relived by thousands of people, in addition to the customer. Publicize your successes and keep your failures private. Bottom Line Example Scenarios In-Band Out-of-Band Twitter or Facebook request can be answered with a simple link to the website and no private information is shared. Twitter @ mention or Facebook post reply is a sufficient response. N/A Twitter or Facebook request requires collection of more private information. Respond publicly with request to call toll-free number, since private information is required. Resolve issue through private, non-social support channel. Monitoring found a disgruntled customer on a social site that is NOT sponsored by the company. Publicly respond on that social service with an offer to assist and a toll-free number. Resolve the issue through private, non-social support channels. Don’t risk battling an already disgruntled customer in public.

Outbound Integration (cont’d): ensure agents don’t create more problems than they solve Info-Tech Research Group ,[object Object],[object Object],[object Object],[object Object],[object Object],Bad customer experiences travel through a friend-of-a-friend (FoaF) network just as fast as good experiences. The network boundary might as well be infinite. In addition to customer satisfaction, there are several compelling business benefits to social customer service like reputation management . - IT Director, consumer products “ ” Customer service agents must be trained on the communication norms, etiquette, and limitations of social media. Customers will quickly sniff out a “poser,” who isn’t familiar with the technology. Bottom Line

Integrate the same knowledgebase across channels to avoid providing conflicting solutions to the same problem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Advanced knowledgebases have content authoring tools, approval workflows, topical tagging, and taxonomy support. Maintaining a service knowledgebase requires product and service technical expertise, dedicated technical writers, and regular content review for accuracy and continued applicability. Don’t be fooled by claims of “self-learning” or “self-maintaining” knowledgebases. Without service knowledge management, you re-invent the wheel with each service inquiry and never learn from your mistakes. In the social era, customers help each other . Lacking service KM results in customers quickly becoming more knowledgeable about your products than you are. Bottom Line Common KB Self-Service (i.e. Live Web, IVR) Assisted Service (i.e. social channels, e-mail, phone) Field Service (i.e. face-to-face) All major service domains and channels should be supported by a common knowledgebase.

Assess Channel Value & Design a Hybrid Strategy Implement Customer Service Best Practices Customer Service and CRM Integrate Channels with CRM Software ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4

Adopt customer service best practices for both conventional and social interaction channels to succeed in a Web 2.0 world ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group While there are hundreds of customer service process stages implemented in the modern service organization, failing to adhere to a handful of key best practices is most often the cause for failure. Bottom Line CRM Best Practices

Establish response times to set customer expectations and minimize customer dissatisfaction ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Leaving your customers on hold with no idea of average wait times is a recipe for dissatisfaction. Ensure customers aren’t left wondering when an e-mail response is coming by stating up front the response window (i.e. “one business day”). Start off with a neutral or positive customer experience by providing response times. Failure to communicate expected response times starts off the customer interaction with a negative experience, before resolution is even attempted. Bottom Line

Enable escalation of inquiries to prevent alienating customers by “dead-ending” them before resolution is achieved ,[object Object],[object Object],[object Object],[object Object],[object Object],Service Escalation Info-Tech Research Group More resources tapped: Product Specialists Live Self-Sevice Resolution via Escalation Failure to provide customers with service escalation options is a lose-lose proposition: the customer problem is unresolved and the organization will find it impossible to achieve high customer satisfaction. However, higher levels of service do not have to be free. Bottom Line

Allow channel switching to account for limitations of the channel and to accommodate customer channel affinity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Soft Hand-Off of Customer Information Escalation can cause channel switching. But switching channels does not mean you have to escalate the inquiry and add more resources, such as engaging product specialists. Hybrid channel service means customers can take advantage of multiple channels during a single service engagement. Don’t punish your customers by forcing them to remain in the same service channel or making them start over again if they switch channels. Bottom Line Live E-Mail Self-Sevice Face-to-Face

Incorporate channel nuances into agent training to ensure consistent customer experience across channels ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Agent training – particularly on technology – is essential for having a smooth-running customer service organization. Our agents are ill-prepared to serve customers through social channels because they have not been trained and have little experience. - IT Manager, professional services firm “ ” Don’t hand your agents loaded guns. Ensure agents are fully trained on the use of all interaction channels they will be supporting. Bottom Line Agents should be trained on the firm’s products, its customers, the channels it uses, and customer service technology (i.e. CRM).

Record all service inquiries to reuse previous resolutions and enable feedback into sales and marketing processes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group Level of CRM Integration among Respondents Using Multiple Service Channels, By Channel Average Integration Level < 50% Info-Tech’s research indicates that most organizations are still not sufficiently integrating interaction channels with their CRM systems. Social media will ultimately increase customer interaction volumes by one or two orders of magnitude. Integrate or fail . Bottom Line

Conclusion and Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group

Conclusion and Recommendations (Cont’d) ,[object Object],[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group

Related Research ,[object Object],[object Object],[object Object],[object Object],Info-Tech Research Group

Customer service strategy social customer

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