Presentation from CCW 2015 (Call Center World): "Service process in social channels - call centre 2.0."; Berlin 24.02.2015

1. Service process in social channels
- call centre 2.0.
Bartłomiej Rak
Social Media Guru

2. www.ccig.pl/en/
OUR AGENDA
02
WE HAVE ONLY 20 MINUTES :(
1
Introduction
A few words about us
2
Why social media
Why we decided to create a
new service based on SM
3
Social Media Sales
How our service works,
what tools we use etc.
4
Call centre 2.0.
Possible cases of activities
in social media channels
5
SWOT
Strengths and weaknesses
of our service
6
Get in touch
“It is always worth to talk” -
our slogan
During the presentation, I would like to present you how in the CCIG we expanded our services to an entirely new
channel of communication.

3. www.ccig.pl/en/
ABOUT US
03
JUST A FEW WORDS
Welcome!
In Call Center Inter Galactica we have provided outsourced contact
center services and supported our B2C and B2B business partners
since 2002. 60 clients across 17 industries are a testament to our
knowledge, skills and experience. We are a market expert in activities
related to customer service and sales. What works to our advantage is
the combination of three key areas of contact center ‒ creative
people, flexible processes and technology, making tradition work
seamlessly with technology. That's why we can handle more than
100,000 calls every day. We use all communication channels to
reach, attract and retain customers:
- phone
- text messaging
- e-mail
- live chat
- direct mail
- social media
In CCIG we combine the worlds of our contractors and customers in
ways that exceed their expectations. Every day we go beyond the
beaten path and draw inspiration from the fact that everyone is
unique. We make innovation of tomorrow available today,
remembering that it is always worth to talk.

4. www.ccig.pl/en/
WHY SOCIAL MEDIA
04
WHY WE DECIDED TO CREATE A NEW SERVICE BASED ON SM
2,078 billion
Active social media accounts
(387 million in Europe)
2,4 hours
Average number of hours that
social media users spend
using social media each day
39%
Active accounts on the top
social network in West Europe
accesing via mobile, compared
to population
1,685 billion
Active mobile social accounts
(287 million in Europe)
1 366 million
Monthly active accounts on
Facebook
28,9%
Percentage of all global web
pages served to mobile
phones
http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

5. www.ccig.pl/en/
6 Settlement of the case
5 Honest communication
3 24/7
Here and now2
1 Omnichannel contact
WHAT DOES IT MEAN
05
WHAT WILL POPULARITY OF SOCIAL MEDIA AFFECT ON
The consumer does not want to be forced to choose a particular
channel of contact. Wants to use the channel which fulfils his
needs
The consumer wants to make contact just at the time when he
needs to
The consumer expects assistance 24 hours 7 days a week, but he
understands that at night the support may be harder to reach
4 Proactive approach
The consumer expects proactive approach. He does not have to
know what to ask and where. He expects to be guided through
the whole process
Communication in social media rarely is 1 on 1. So it has to be
honest because any fails quickly become public
The consumer in social media understands the importance of
word of mouth marketing. He can recommend our services if we
will serve him well

6. www.ccig.pl/en/
OUR STRATEGY
06
WHAT ELEMENTS ARE MOST IMPORTANT TO US
Team
The team with experience in
customer service and with a great
understanding of the concept of
social media
CRM
Fast and scalable
Social monitoring tools
Success of our actions will
depend on the effectiveness of
internet monitoring tools Rules
Clear rules of cooperation with
marketing department
Livechat
Environment that allows to change
the nature of the discussion - from
a public to 1 on 1
Databases
Access to client knowledge
and databases

7. www.ccig.pl/en/
OUR TEAM
07
WHAT SKILLS OUR TEAM HAVE
Multidisciplinary
Good writing skills
Multichannel knowledge
Social media addicted
Resistant to stress
Focused on supporting

8. www.ccig.pl/en/
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
08
02
03
04
05
06
Step 02
With social monitoring tools
within a few minutes we learn
about his activity
Step 03
Data is sent to a dedicated CRM
system where it is analyzed
Step 04
Our team interacts with the
user in a social channel
Step 05
In the case of the high potential of
discussion with the user
conversation is redirected to a
dedicated Livechat
Step 06
Obtained information, conversation
history, user profile and other data
are transferred to the CRM
Step 07
Monitoring of furher user
actions
07
HOW IT WORKS
HOW OUR SERVICE WORKS
01
Step 01
The user places an entry in
social media with specific
keywords

9. www.ccig.pl/en/
OUR APPROACH
09
LAUNCHING IN OUR PROJECTS
Together with the
client we determine
the scope and purpose
of the project
1. DEFINITION
Based on an interview
we define keywords
through which we will
monitor the social web
2. KEYWORDS
We begin the process
of data collection
3. DATA COLLECTION
Each of the collected
entries will be
analyzed to determine
its usefulness in real
action
4. ANALYSIS
Based on the gained
data we define the
potential of the project
5. PROJECT DEFINITON
Each of our projects is preceded by a free month (or longer) period of time during which we test the potential of the
client on social web.

10. www.ccig.pl/en/
CASES OF USE
10
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Orange” - brand name
Category
Small talk
Recommendation
Say “thanks for the positive
feedback”. Try to ask what she
likes the most. Let her know that
you noticed this entry“I am using Orange for ages and I am very
satisfied. I can recommend it with a pure
heart!”
Garry Knight | Flickr | CC BY 2.0

11. www.ccig.pl/en/
CASES OF USE
11
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Samsung” - brand name
Category
After-sales service
Recommendation
Say “thanks for purchasing”,
answer the question and send to
additional materials
“Hi Samsung. I just bought your 60” LED TV.
I have a question - is HDMI cable included?”
Mike Mozart| Flickr | CC BY 2.0

12. www.ccig.pl/en/
CASES OF USE
12
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Dulux” - brand name
Category
After-sales service
Recommendation
Say “thanks for purchasing”,
answer the question and send to
additional materials
“Hi there! I bought Dulux paint to dye a
metal gate. Should I clean it before?”
davidd | Flickr | CC BY 2.0

13. www.ccig.pl/en/
CASES OF USE
13
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“HP” - brand name
Category
Complaint
Recommendation
Say “thanks for purchasing” and
try to solve the problem
“I bought a HP cartridge at Saturn, installed,
but my printer still can not see it. Where
can I address this issue? The cartridge is
genuine.”
Daan Berg | Flickr | CC BY 2.0

14. www.ccig.pl/en/
CASES OF USE
14
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“ING” - brand name
Category
Customer knowledge sourcing
Recommendation
Thanks for the valuable
comments and confirm that they
will be forwarded to the
appropriate department
“I have an account at ING, but I hate their
ATMs. The interface is quite unreadable and
does not work with gloves touch.”
Betsssssy | Flickr | CC BY 2.0

15. www.ccig.pl/en/
CASES OF USE
15
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Nestle” - brand name
Category
PR crisis
Recommendation
Say that it is not true, that the
brand makes every effort to ...
and send back to the official
position of the company
“Nestlé is asking all consumers to return
banana porridge (...) because there is a
possibility that it contains pieces of glass!
Copy status you can save the life of a child!”

16. www.ccig.pl/en/
CASES OF USE
16
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Velux” - brand name
“skylight windows” - main product category
Category
Customer support
Recommendation
Give recommendation to the
client and, if necessary, send him
back to the relevant materials“A repair crew set up a new Velux skylight
windows in my house. They used an
installation foam. Is that the correct way of
installation?”
Joshin Yamada | Flickr | CC BY 2.0

17. www.ccig.pl/en/
CASES OF USE
17
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Rossmann” - brand name
“Tangle Teezer” - product
Category
Questions about specific products
Recommendation
Answer the questions as quickly
as possible. If the product is not
available, specify when it will be
“Is Tangle Teezer still available at the price
of 33.99 at Rossmann?”

18. www.ccig.pl/en/
CASES OF USE
18
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Siemens” - brand name
“washing machine” - product category name
Category
Questions about specific products
Recommendation
Try to convince the consumer to
switch to individual channels of
contact - Livechat
“I would like to buy a new washing
machine. I have chosen the Siemens -
CXF600 and DVK200. What are the pros
and cons of these models?”

19. www.ccig.pl/en/
CASES OF USE
19
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“car”, “new car”, “wagon” - product
category name
Category
Questions about category of products
Recommendation
Try to convince the consumer to
switch to individual channels of
contact - Livechat“I would like to buy a new car. What wagon
do you recommend up to 25 thousand €?”

20. www.ccig.pl/en/
CASES OF USE
20
IN WHICH CASES YOU CAN USE OUR SERVICE
01
02
03
Keywords
“Neckermann” - brand name
Category
Word of mouth
Recommendation
Leverage existing customer
opinion and use it in other social
channels“I would recommend everyone to go to
Egypt with Neckermann. I just got back and
I'm buying trip for next year. The hotel was
great, extra trips too.”

21. www.ccig.pl/en/
SWOT ANALYSIS
21
S
Experienced in customer
service and social media team
and proven technology
STRENGTH
Not every topic in social media
is heavily discussed… YET :)
WEAKNESS
Growing importance of social
media as a communication
channel
OPPORTUNITY
Concerns related to the
privacy of users. Not everyone
knows how social media
monitoring works
THREAT
WOT
SUMMARY

22. Thanks for watching
my presentation
See You Next Time !!!
bartlomiej.rak@ccig.pl