Published on March 11, 2014
1 Peer to peer customer support BACK TO THE FUTURE OF CUSTOMER SERVICE
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MORE PEER TO PEER This week, let’s get ready for 1
ILLEGAL DOWNLOADING NOT the kind that involves I m a pirate
BUT the kind that involves CUSTOMER SUPPORT I wonder if those shoes hurt
peer to peer customer support? WHAT IS
Let’s say you are SELLING SHOES ONLINE and you have a really nice website with beautiful pictures
Now imagine a lovely woman IS LOOKING FOR SHOES Jenny, 25 years old. Looking for shoes to wear at her sister s wedding. Doesn t want to end up bare foot because the shoes are killing her.
Look at Jenny’s CONCERN I don t want to end up bare foot because the shoes are killing me.
this concern? HOW ARE YOU ADDRESSING PHOTOS SIZE CHART CUSTOMER REVIEWS BAD GOOD
the first level of peer to peer customer service CUSTOMER REVIEWS ARE This is a review taken from Zappos website Customers can rate «comfort» and since everyone has different feet they can also describe how the shoes fit
is trending in P2P WHAT support today?
ONLINE SUPPORT COMMUNITIES Forums where customers can ask the community about issues they encounter with a product
I.T BRANDS ARE ALREADY really good at it they allow people to connect in different ways (so it is not all about doing customer service s job) and they congratulate most engaged users
HAVE BEEN THERE FOR A LONG TIME Communities and forums The first internet forum was born in 1983 and the company is still active today http://www.delphiforums.com/
SO WHAT IS DIFFERENT NOW?
PEOPLE TRUST THEIR ONLINE PEERS MORE 79% trust online reviews as much as personal recommendations
BUT THEY DON’T ALWAYS TRUST BRANDS 30% suspect censorship or fake reviews when they don’t see negative reviews
CUSTOMER SERVICE? What about
COMPANIES STARTED OUTSOURCING to save money
MADE MISTAKES ... and some of them agents that don’t have a good grasp on the language call centers management methods putting quantity before quality difficult coordination with other company’s departments
CUSTOMERS ARE SURPRISED Now, when the agent on the phone SPEAKS GOOD ENGLISH
70% believe they often know more about what they’re enquiring about than the agent AND
TO THEIR PEERS So, they are turning
AS AN OPPORTUNITY And brands see it to delegate again
SAVE EVEN MORE MONEY And Those are customers and brands found a way to make them work for them through SUPPORT COMMUNITIES
The only thing they do is REWARDING TOP CONTRIBUTORS USING GAMIFICATION That s another trend
WHAT IS GAMIFICATION? .ooooooooooooooooooooooooooooooooo ooooooooooooooooooooooo ooooooooooooooooooooooooooooooo ooooooooooooooooooooooooooooooo 10 pts Everytime the customer posts a useful review... ... he gets a point... ... and the more points he has, the better his ranking in the community
FROM VIRTUAL POINTS TO REAL DISCOUNTS Rewards can vary, Discounts can create more engagement but lower quality of content (so you have to monitor the answers a bit more)
For example, Lithium includes gamification through «kudos» in its social (P2P) support solution
AND IT’S WORTH IT 10 to 50% brands offering peer to peer customer service are expected to cut costs by
BUT you CAN’T delegate all customer service issues to your customers
THINK ABOUT IT THIS WAY How can you bring value through customer service? IN OTHER WORDS What will make customers come to you and not their peers?
THERE IS ONE THING YOU AND YOUR REPS KNOW BETTER THAN ANYONE ELSE
YOUR BRANDyour products your culture your policies your next projects
GOOD CUSTOMER SERVICE BEGINS WITH TAKING CARE OF YOUR EMPLOYEES train them to be experts in their field talk about company s future and achievements with your teams create an environment where everyone feels free to share ideas
YOUR REPS WILL BECOME LEADERS IN THE COMMUNITY Make them instantly recognizable to help that happen
WHAT MAKES A GOOD COMMUNITY LEADERS? They re experts in their field They listen to the community They post on a regular basis They keep the discussion alive
AND THEY WILL ALLOW YOU TO: GAIN CREDIBILITY BUILD TRUST MAKE YOUR BRAND MORE HUMAN BUILD MEANINFUL RELATIONSHIPS WITH CLIENTS
BUT YOU ALSO HAVE TO OFFER PRIVATE WAYS TO REACH YOU Phone: 0088888888 Email: email@example.com Twitter // Facebook CONTACT US phone: quicker but it makes people leave the computer email: good for complexe inquiries but very long wait time social networks: that s not really private, is it?
REACH YOU INSTANTLY ONLINE .ooooooooooooooooooooooooooooooooo ooooooooooooooooooooooo ooooooooooooooooooooooooooooooo ooooooooooooooooooooooooooooooo live chat window: - instant answer - right on the website - convenient for users - cost effective for you CLICK HERE FOR MORE INFO ABOUT LIVE CHAT The best for them would be to
COMMUNITY COULD LOOK LIKE Here’s what your .ooooooooooooooooooooooooooooooooo ooooooooooooooooooooooo ooooooooooooooooooooooooooooooo ooooooooooooooooooooooooooooooo .ooooooooooooooooooooooooooooooooo ooooooooooooooooooooooo ooooooooooooooooooooooooooooooo ooooooooooooooooooooooooooooooo .ooooooooooooooooooooooooooooooooo ooooooooooooooooooooooo ooooooooooooooooooooooooooooooo ooooooooooooooooooooooooooooooo My community forum to ask questions top contributors your customer service team live chat window
CUSTOMERS CAN CHOOSE community forum live chat - when no customer rep is online - when they want multiple opinions about their problem - for technical problems that they will be able to fix on their own - for private matters involving account numbers and private info - for an instant answers - for any matter requiring some action for an official brand representative (refund, problem with delivery...)
THE FUTURE Now, let’s imagine
ARE YOU READY ?
SUPPORT COMMUNITIES ARE GOING TO GROW
ENGAGEMENT WITHIN THE COMMUNITY WILL GIVE BIRTH TO NEW LOYALTY PROGRAMS
How will that work exactly? yes, this one! Remember our shoes store example?
Imagine that after buying shoes YOU COULD GET REWARDED FOR POSTING A REVIEW
REVIEWS WOULD BE DISPLAYED LIKE A DISCUSSION BOARD But
USERS COULD ASK QUESTIONS right on the product page Can I wear those shoes if it rains or will I need to waterproof them?
AND GET AN ANSWER INSTANTLY
YOU WOULD GET POINTS FOR EVERY ANSWER THAT CUSTOMERS FOUND USEFUL When posting an answer,
THEN YOU COULD USE THESE POINTS TO BUY MORE SHOES
CUSTOMER SERVICE REPS? Will you still need
OF COURSE YOU WILL !
THEY ARE THE FACE OF YOUR BRAND THE PROOF YOU CAN BE USEFUL TO CUSTOMERS
BUT THEIR JOB WILL EVOLVE They will create a relationship between your brand and your community They will not only solve problems
CUSTOMERS WILL KNOW THEIR NAME not only their position in the company Hi! It s John, nice to see you again Jenny
with your customers THE MORE SOCIAL YOU WILL GET THE MORE LOYAL THEY WILL BE
So, don’t let your community GROW BY ITSELF
BE A PART OF IT
INTERACT WITH YOUR CUSTOMERS
DON’T BE SCARED TO GET PERSONAL
TO START A FACE TO FACE CONVERSATION .ooooooooooooooooooooooooooooooooo ooooooooooooooooooooooo ooooooooooooooooooooooooooooooo ooooooooooooooooooooooooooooooo
TO SHOWCASE YOUR PRODUCTS ON CAMERA .ooooooooooooooooooooooooooooooooo ooooooooooooooooooooooo ooooooooooooooooooooooooooooooo ooooooooooooooooooooooooooooooo
Wow, that was quick! Thank you so much. WITH NO WAITING TIME It takes about 24 seconds to get an answer on live chat
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