Mayo 18, 2011

Los Nuevos Canales de contacto con el cliente están cambiando

Anatomía del Servicio a Cliente vía Medios Sociales

Valentin ValleDirector Comercial RTMMexico y Vecca

© 2011 Convergys Corporation. All rights reserved.

Today’s Dialogue

Introductions

Importance of a Social Media Strategy

Social Media Research Trends

Intelligent Social Interactions

Q&A

2

© 2011 Convergys Corporation. All rights reserved.

Proven Experience

3

two billionover

customer interactions annually

35providingservices in

languages

30 years delivering customer management, billing, and human resource solutions

more than

58,000more than

agents35providing

services in

languages

92 contact, service and data centers

worldwide

years delivering customer management, billing, and human resource solutions

more than

© 2011 Convergys Corporation. All rights reserved.

IMPORTANCE OF A SOCIAL MEDIA STRATEGY

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© 2011 Convergys Corporation. All rights reserved.

A Social Media Strategy

The new Battleground in

the World of Competition

5

© 2011 Convergys Corporation. All rights reserved.

Why Social?

“If a company, or even its chief executive, doesn’t have a

presence on social networks today, that company risks not being in the conversation at all. Over

time, I believe that can be fatal to a business.” – Brian J. Dunn, CEO – Best Buy – Dec. 2010

“Managers may hesitate to engage with media that any

middle-school student can access. But if you fail to adapt to and use your adversaries’ best

tactics, you cede the field of battle.” – Leslie

Gaines-Ross, Harvard Business Review – Dec. 2010

“Social media must be strongly funded and involves more than simply having a Web or social media presence.

Whatever business you are in, your organization is being discussed in social media and you must

be part of that conversation.” – Gartner CEO

Advisory: Six Consumer Led Trends That Could Reshape Your Business in 2011 – Dec. 2010

People are Talking… Social Media Factoids…

500+ millionActive Userson Facebook

Average Facebook User has

130 Friends

200+ millionActive Mobile Users

of Facebook

2.2 millionTweets per day are product

recommendations/complaints

106+ millionAccounts on Twitter;

Grows by 300K each day

200+ millionRegistered Users

on MySpace

2.5+ millionFacebook Developers

and Partners

55+ millionTweets per Day

Average Blog has

250 Readers

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© 2011 Convergys Corporation. All rights reserved.

Social Listening Areas of Impact

Advocates

Complaints Compliments

Problems

Campaign Impact

Competition

Noise Filtering

Influencers

Missteps

Brand Association/Perception

Corrections/Fixes

Sales Impact

7

© 2011 Convergys Corporation. All rights reserved.

Social Media Metrics-that-Matter

Communication

• Posts (frequency/followers)

• Threads• Tags• Votes• Comments • Ideas• Referrals

Awareness

• Free-range Marketing

• Brand (loyalty / affinity)

• Net Promoter Score (NPS)

• Influencer Score• Media

Placements• Share of

Conversation• Sentiment of

Posts

Cost Savings

• Issue Resolution Time

• % of Issues Resolved Online

• New Product Ideas

• Adoption Rates

Sales

• Speed of Sales Cycle

• Number / % of Repeat Customers

• % Customer Retention

• Transaction Value• Referrals• Net New Leads• Cost per Lead• Conversion Rates

8

© 2011 Convergys Corporation. All rights reserved.

Social Media ROI Focus Areas

Engagement

• Members

• Posts / Threads

• Comments / Ideas

• Tags / Votes / Bookmarks

• Post Frequency / Density

Awareness

• Brand Loyalty / Affinity

• Share of Conversation

• Sentiment of Posts

• Net Promoter Score

• Interaction with content

Cost Savings

• Issue Resolution

Time

• Hiring Recruiting

• Training Costs

• Call Deflection

• Product / Service

Adoption Rate

Revenue

• Customer Retention %

• Referrals

• Net New Leads

• Conversions from Community

• Transaction Values

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© 2011 Convergys Corporation. All rights reserved.

SOCIAL MEDIA RESEARCH TRENDS

Customer Contact Channels Shifting

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© 2011 Convergys Corporation. All rights reserved.

80%of customers that had a bad experience

told friends or colleagues

Texting

12%

18%

7%

98%

E-mail

Conversation

Social Media

More Customers Are Broadcasting Bad Experiences via Social Media and Damaging Company Reputations

Source: 2010 Convergys Scorecard Series Research

92%

2010

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© 2011 Convergys Corporation. All rights reserved.

SM

42%

37%

27%

TXT

APP

30%

26%

17%

17%

16%

6%

54%

47%

44%

40%

35%

27%

22%

20%

13%

Currently using for customer service Likely to use if reliable

Customers Are Increasingly Looking to Interact Using New Channels – Companies Must Respond

have used or are likely to use social media

have used or are likely to use texting

have used or are likely to use smart phone apps

Source: 2010 Convergys Scorecard Series Research

Millennials (under 35)

Generation X (35-44)

Baby Boomers (45-64)

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© 2011 Convergys Corporation. All rights reserved.

The average post is read by approximately 45 people.

Source: Convergys Media Roundtable, December 2009 andConvergys Scorecard Series Research 2010

Social Media: Five Times the Impact of Word of Mouth

Social Media Multiplier = 45x

1 Bad Experience posted via Social Media =14%

of consumers recently read about a bad experience on a

social media website

52%

Avoided Doing Business With That Company

37%

10%

Did Nothing Stopped Doing Business With That Company

Impact of Hearing About A Bad Experience

of customers who heard about a bad experience on social media

intentionally stopped doing business with or avoided doing

business with the offending company.

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© 2011 Convergys Corporation. All rights reserved.

In-person

E-mail

Ph

on

e S

yste

m

Live Phone Support

42%

15%

5%

Social Media Interactions Increasing > 18x

Source: 2010 Convergys Scorecard Series Research Convergys projections and analysis

32%

35%Qty

In-person

Live Phone Support

< 1% Text Messaging & Social Media (0.27%)

22%

53%

How Customers CurrentlyInteract With Companies

Projection in 2015

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© 2011 Convergys Corporation. All rights reserved.

INTELLIGENT SOCIAL INTERACTIONS

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© 2011 Convergys Corporation. All rights reserved.

Social Media Support Ecosystem

Listening Tools

Web 2.0 Media Properties

(Public)Social Work Teams

CRM & Work Distribution Platforms

Controlled Community Tools

(Private)

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© 2011 Convergys Corporation. All rights reserved.

The Power of Intelligent Social Interactions

Lets Agents Treat Social Media as Just Another Interaction Channel

LISTEN DECIDE ENGAGE

Sentiment

Social Activity

Influence

Lifetime Value

Geography

Business Rules

Service History

Purchases

Community AdvocateControlled Environment

Social AdvocateContributing to Social Conversation

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© 2011 Convergys Corporation. All rights reserved.

Social DecisioningCluster

NoiseFilter

Social DecisioningPolicy Management

Social Decisioning Cloud

Add Value to Social Media Channels

Social PolicyBusiness Analyst

DMZActionable Interaction

Events OUT

Raw InteractionEvents IN

Social Decisioning Enables• Prioritized Engagement• Enhanced Routing• Spam Filtering• Agent Recommended Actions

Agent Agent

Social Listener Social Engagement Console

Response and Dialogue

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© 2011 Convergys Corporation. All rights reserved.

Intelligent Social InteractionsReduce Noise, Focus Resources, Save Time, Energy and Money

Social PolicyBusiness Analyst

Social DecisioningCluster

NoiseFilter

Social DecisioningPolicy Management

DMZ

Convergys Social Decisioning Cloud

Brand High PRI Category-XYZ

Social Listener

Response and Dialogue

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30,000

14,000

4,000 7,0003,000

16,000 Spam/Noise

Directed

© 2011 Convergys Corporation. All rights reserved.

Self-S

erv

iceAssiste

d

Social Interaction Use Case – Network Outage

Posts and rants about aNetwork outage in major

Metropolitan area

1. Intelligent Routing to Tier 2 Engineer2. Prioritized Queue

Pro

activ

e

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Actionable Listening | Real-time ClusteringNatural Language Processing | KPI Alerts

• Categorization• High Priority• Open Trouble Tik

© 2011 Convergys Corporation. All rights reserved.

Self-S

erv

iceAssiste

d

Social Interaction Use Case – HD Channel Outage

Actionable Listening | Real-time ClusteringNatural Language Processing | KPI Alerts

Posts about the SPEED Channel in HD being out getting many negative

comments/posts/blog reports

Recommended Action(s)

• PR Post• Categorization• High Priority• Open Trouble Tik

1. Intelligent Routing to PR and Tier II2. Prioritized Queue & Work Flow 3. Threshold Alert Triggered

Pro

activ

e

21

© 2011 Convergys Corporation. All rights reserved.

Self-S

erv

iceAssiste

d

Social Interaction Use Case – New Menu Item

Actionable Listening | Real-time ClusteringNatural Language Processing | KPI Alerts

Posts about portion size on new menu item getting many negative

comments/posts/blog reports

Recommended Action(s)

• PR Post• Lower Menu Price• Categorization• High Priority

1. Intelligent Routing to PR & Marketing2.Prioritized Queues & Work Flows

Pro

activ

e

22

© 2011 Convergys Corporation. All rights reserved.

Self-S

erv

iceAssiste

d

Social Interaction Use Case – Online Banking Service Outage

Actionable Listening | Real-time ClusteringNatural Language Processing | KPI Alerts

Posts about online banking system web site being down begins getting many

negative comments/posts/blog reports

Recommended Action(s)

• PR Post (MTTR)• Categorization• High Priority

1. Intelligent Routing to PR & Marketing2.Prioritized Queues & Work Flows

Pro

activ

e

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© 2011 Convergys Corporation. All rights reserved.

Enable automated prioritization and noise filtering to handle growing volume of social interactions more efficiently with existing resources

Results

Client Objective

Social Decisioning: World’s #1 Computer Provider

Enabling Ability to Leverage the Social Media Channel

77% increase in posts reviewed each week 65% of agent engagements classified High Priority based on Business Rules 51% of workload being filtered out as noise 32% increase in average number of posts worked per agent per week 20% more posts outreached with 20% fewer resources

Convergys SolutionConvergys cloud-based Social Decisioning Solution

Enhanced Listening Influencer Identification Prioritization of Posts Enhanced Sentiment Analysis Intelligent Engagements

“The buzz in social media was creating a level of anticipation that was actually extending the buying cycle and driving demand for our new product.”

Supervisor, Global Operations, Community Team

ROI

4:1 Ratio

Real-time return of $4 for every $1 spent

Improve Noise Filtering Enable early warning detection Meet SLAs on forum replies

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Questions?valentin.hernandez@convergys.com

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