Slides on social customer care from my keynote at #SCSS16 in London.

1. Re-imagineRe-imagining the service narrative through the eyes of your agent
by Guy Stephens, Social Customer Care Consultant

2. tension between what’s there and what could be, between what
we do and what we could do…

3. Customer service is undergoing significant change
Traditional customer service value chains are fragmenting
Business are rebuilding
around data-driven, in-
context experiences
Ecosystems are driving
a shift towards
‘permissionless innovation’
and experimentation
‘On demand’ is driving
customers towards the
expectation of instant
gratification
Service is entering a
cognitive era
“It doesn’t necessarily matter where
supply is coming from…what matters
for me is that it is instant gratification.
You press a button and …something
shows up and fills your…need”
Chris Saad, Head of Product,
Developer Platform, Uber (29.03.16)
Reduce friction: self-service, emerging
channels, mobile-first mentality
Customer service ecosystem
consolidation
Proactive engagement & Pre-emptive
service
Empowered agent experiences
Journey analytics/Insights from
connected devices
Strengthening feedback loop
Shift to Cloud solutions for agility
Prescriptive advice powers offers,
decisions and connections
Kate Leggett, Forrester, Customer
Service Trends 2015 & 2016
Success will be determined by your ability to share and adapt at speed

4. Contact Centre
SAP
Oracle
Avaya
Genesys
Microsoft
Eptica
Cisco
KANA
Cloud
Zendesk
Freshdesk
Desk
Brand Embassy
NewVoiceMedia
Interactive Intelligence
Five9
Dimelo
Social Customer Care
Conversocial
Lithium Social Web
SparkCentral
HelpSocial
Clarabridge Engagor
DigiDesk
SoDash
Sentiment Metrics
Listening
Brandwatch
Synthesio
Spredfast (Shoutlet)
SproutSocial
Socialbakers
Platform
Salesforce
Sprinklr
Cognitive
IBM Watson
Point SolutionsTraditional Digital PlatformCloud Cognitive Ecosystem
Community
LIthium
Insided
Social Networks
Twitter
Facebook
Google/YouTube
Hootsuite
Instagram
The vendor landscape is changing
Niche
Rise
HelpHandles
Mila
System Integrators
IBM
Accenture
Capgemini
Messaging/Mobile
WhatsApp
WeChat
Telegram
HelpShift
Nexmo
Asia/India/Middle East
Aegis Global
VSocial
CrowdAnalyzer
Contextual
AI
Bots on Messenger
DigitalJuice
Pypestream

5. Convenience eats telephones for breakfast!
Physical Virtual Anywhere

6. Caught between self-awareness and voyeurism
https://www.youtube.com/watch?v=KivHgCeJgiI

7. A different service model is emerging
intelligent service ecosystem that switches between experience and automation
on demand providing ‘instant gratification’
‘mobile-first mentality’
underpinned by ‘pre-emptive’ data
agents empowered to create new value

8. Social customer care @ scale
setting up social customer care
content hubs
data
‘growing pains’
service ‘porn’
agent experience
target operating models
service design

9. Faster is better
“Anything worth doing is worth doing faster” Blackberry playbook
“If you’re not fast, you’re fucked!” Google unofficial internal slogan
“You jump off a cliff, and you assemble an airplane on the way
down” Reid Hoffman
“The logic of the on-demand, instant gratification economy is that
consumers will reward services that offer them what they want,
and punish those that don’t or can’t” Robert Colville

10. How fast do you have to be?

11. Does it matter?
Response Time Tweets Response %* First Tweet
First Utility
Less than a
minute
13,800 30% 2015?
EON Energy 4 minutes 118,000 96% 09/11
British Gas 57 minutes 133,000 69% 12/11
Scottish Power 58 minutes 53,600 34% 02/10
EDF Energy 1 hour 8 minutes 11,400 86% 02/10
NPower
1 hour 49
minutes
53,800 64% 08/12
KLM 34 minutes 748,000 59% 07/09
*Response %
generated using
HelpHandles
Institute of Customer Service Customer Satisfaction Survey 2016
UKCSI average: 77.0
Retail (Non food): 82.0
Telco & Media: 72.6
Utilities: 72.8

12. De-codifying the habits of the past
topcoder
World’s BIGGEST technology
crowdsource community
stuff to talk about:
unique characteristics of social channels
Social DNA: #Twelpforce, #Tweetserve & giffgaff
transparency, authenticity: & empathy: KLM, Telstra & SNCB
hassle maps
service design
When did companies start talking about, "unexpectedly high call volume?"
Are they really so inept at planning that the call volume is unexpected? For
months at a time?
Seth Godin, and what else will you lie about

13. Corporate self-awareness: Re-imagine yourself
stuff to talk about:
the notion of who I am
individual vs organisation
The Law of Requisite Variety
Rheingold’s five digital literacies
people + governance
…settling into an accurate
definition of the self requires
trying on a lot of
inappropriate identities and
making a lot of mistakes.
Again and again, by
stumbling and falling and
getting up again, we refine
ourselves into something
that we eventually become
content with.
For this, though, we need to
be aware of all the
possibilities so we can try
them on to see if they fit, and
we need to have the freedom
to fail without devastating
consequences. And this is
where the web comes in.
Identity is context-dependent
and subjective, allowing us
to be inventive and creative
in who we are and who we
want to be
Aleks Krotoski, Untangling the Web
We’re in one of those 50 year
old windows when an entirely
new medium is being created
and no one knows what to do
with it. All you can do is throw
stuff out there and experiment
Frank Rose, The Art of Immersion
intelligent service ecosystem that switches
between experience and automation
on demand providing ‘instant gratification’
‘mobile-first mentality’
underpinned by ‘pre-emptive’ data
agents empowered to create new value

14. Service is still about people
https://www.youtube.com/watch?v=HNx5-
bEKk8A&ebc=ANyPxKr3EE5C_kz2Ybtte5u5rmuSM8ATjNQoxi2A
MeGMdFK34I0SAcgbT96WygGRUrZNnr9Y2Ur0qwen94j4AWZK4
wNerZs3dQ&nohtml5=False
https://www.youtube.com/watch?v=bUkN7g_bEAIhttps://www.youtube.com/watch?v=UrvaSqN76h4

15. Thank you
guy stephens
@guy1067
Come to the edge…
Christopher Logue