Teayang Kim | MSFS-556 | Spring 2009 Customer Service How Is Social Media Changing Business?

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Presentation transcript:

Teayang Kim | MSFS-556 | Spring 2009 Customer Service How Is Social Media Changing Business?

Customer Service Teayang Kim | MSFS-556 | Spring 2009 Make Customer Happier! 80% of consumers will never go back to an organization after negative experience, up from 68% in Source: 2007 Customer Experience Impact Report

Communication between Customers Teayang Kim | MSFS-556 | Spring 2009 (From Groundswell)

Traditional Customer Service Teayang Kim | MSFS-556 | Spring 2009

Online Customer Service Teayang Kim | MSFS-556 | Spring 2009

Online Customer Service Teayang Kim | MSFS-556 | Spring 2009

What Customers Want Teayang Kim | MSFS-556 | Spring 2009 Companies should use social networks to solve my problems (43%) Companies should solicit feedback on their products and services (41%) Companies should develop new ways for consumers to interact with their brand (37%) Source: The 2008 Cone Business in Social Media Study

Customer Service 2.0 Teayang Kim | MSFS-556 | Spring 2009

Understanding Customer Service 2.0 Teayang Kim | MSFS-556 | Spring 2009 Let customers post questions and then let other customers answer those questions. “Customer Service 2.0 is the practical application of Web 2.0 principles to customer service methodology to ensure centralized, transparent processes that facilitate self-service, data transparency, and personalization of services within a community of users.” Source: Customer Service 2.0: Collaborative Self-Service via the Web

How It Works? Teayang Kim | MSFS-556 | Spring 2009 Desire for psychic income Your participation is crucial Building a reputation in a community

Benefits Teayang Kim | MSFS-556 | Spring 2009 Cost per interaction in customers support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006) Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006) People are willing to spend lots of time helping each other and trust each other than a company. (Groundswell)

Brand Monitoring Tools Teayang Kim | MSFS-556 | Spring 2009

Crowdsourcing: Get Satisfaction Teayang Kim | MSFS-556 | Spring 2009

Crowdsourcing: Get Satisfaction Teayang Kim | MSFS-556 | Spring 2009

Real-Time Mode: Twitter Teayang Kim | MSFS-556 | Spring

Sprint with Twitter Teayang Kim | MSFS-556 | Spring 2009

Challenges for Companies Teayang Kim | MSFS-556 | Spring 2009 Authenticity and transparency Need to quickly address customer concerns Who’s in charge?

Teayang Kim | MSFS-556 | Spring 2009 Thank You!