005 MyDMI Introduction Digital Channels & Social Customer Service 001 PG3 01 005



let's think a little bit about digital channels and how to reach priority audiences now as part of marketing 101 it's really important to think about who exactly is your core target audience think of it as a bullseye segment of people that you want to reach with your communication now particularly digital enables you to do so understand who they are understand how effective it is and then deliver more of the same communications through things like marketing automation for example so in effect it helps you to reach priority audiences what also reducing the resource wastage that you may have which which could be a consequence of say traditional communications the fact that you're doing so in a medium that is attractive to the core target audience will also enable you to seem as if you're forging a greater relationship and understanding with that target audience as well it will have a positive affiliation to your brand as well now finally when thinking about the usability or tracking capabilities clearly digital has a superiority over some traditional channels now take for example let's contrast a share web advert or an ad banner on Yahoo with for example a traditional TV campaign now in traditional TV you can have a say a rich a regional TV campaign or aspect however quite frankly you don't generally know how effective that TV campaign has been on sales within that particular region some of the key issues that may arise is you don't quite know if the person who's bought the product has been exposed to that TV advert for example or you're not quite sure what other things are going on in the ether which may have impacted on a person's purchase decision to buy that various product or service now if you think about it from an ad banner point of view you know exactly who's seen it because you have that role inside data but the number of people who have seen your campaign because you can see how people have gone on to that various page you can also then see or track through to the end result so for example you can see how many people have clicked on that banner how many people are then gone on to your website and then finally how many people have gone on to purchase your product so the tracking capability that gives you that digital medium gives you it's far superior perhaps to some of the traditional TV campaigns now however be aware no tracking mechanism is foolproof and in fact even the digital communications could well have drawbacks too so for example the last click effect is one that's traditionally used as a major drawback of digital comms so for example you would have an organization with attributes a hundred percent of the effectiveness of that you know that purchase or sale to that click through that happened a few moments ago now clearly in reality and a consumer may be exposed to a number of different our channels and yet if you only attribute the the sale to that one final channel then you're clearly missing the majority of the picture so we need to be conscious and careful about how we understand and track our various organization our various consumer interactions and then it should be them do these commercial values we will come out to that more and more as we go through the modules as well now thinking about aligning channels to objectives now effectively we need to in every single campaign more and more ROI is becoming an extremely important measure and metric to use to determine the effectiveness of that communication and whether you continue to use it in the context as well now thinking about the level at which of cost that's going into the campaign and also some of the core business objectives are going to be really important to determine that overall whether the campaign has been a success or not the one question I would make in this area is that traditionally people particularly in social media think that there's no cost attributed to developing great campaigns and that just simply isn't true although cost-effective it may be developing great communications across these mediums do take time effort resource which ultimately lead to the magic word budget as well the other thing to think about is that of the business objectives what exactly are you trying to drive another major thing is this this concept of jumping on the bandwagon when it comes to the latest digital tool or technique and I would caution against doing that as well first of all understand exactly what your organization needs from a communication platform or communication strategy understand how it then links to the business objectives and from that point onwards you can start to determine the most appropriate creative or message and also what the most appropriate channel would look like as well so you have to kind of create this multi-dimensional approach to developing your campaigns based on a strong foundations or exactly what are the costs and also what are the objectives that you're going to drive and finally for the digital campaign make sure that you've got tracking a place to be able to observe the level of output that you then have as a consequence of it now when thinking about a resource perspective as I said the digital perspective can actually be quite cost-effective and there's a number of different reasons why digital can be more cost effective than television but ultimately buying media space for example can be way more cost-effective the cost of production and an creation of some of these assets again can be way more cost effective as well so for example we can save time and money it can also offer better technology so you may have that ability to offer that two-way communication flow as opposed to that one way which traditional columns gives you you can also tap into expert services and what that effectively means is linking into affiliate networks which may be similar to yours or actually add value to the service that you're trying to drive through as well so to take for example a simple financial services product you may be able to actually link in with other services sales systems Advice bureaux and that could be a really nice way to add value to your customers it also provides an unbiased perspective now clearly it you know like most communications given say social media you have that ability to get expert knowledge pieces into the forefront and also you have perspectives of customers being able to to you know reach out and tell people in an unbiased way exactly what some of the drawbacks and positive points are for that various communication and when thinking about the the digital plethora or mix there's clearly a multiple channel use that you can have so in essence it allows you to reach out to much greater audience then you perhaps sort of had traditionally it also lets you be more creative because clearly as mentioned before when thinking about digital you have to do so in the context of the appropriate channel mix and as part of that channel mix you also need to think about the creative message that's being delivered across that channel mix it needs to be a seamless flow so think about that and be more creative as a consequence and finally digital enables you to scale as maybe you don't you have to look no further than doing a simple ad word campaign or even a Facebook advert to understand that you can be very directive about the number of people that you want this advert to be put in front of you can clearly expand that based on the level of impact that you are having and the amount of ROI that you're receiving as a consequence to that advert let's now move on to think a little bit about social customer service what are some of the key benefits that we see as a consequence to deploying a social customer service strategy well the first thing is it can well help to reduce costs and what do we mean by that well in effect you have the ability to either get people to do more self-service customer servicing so quite frankly people can read a an FAQ on a website for example or an FAQ section the second thing you could do is you can harness the power of the crowd to answer you know other people's questions so self-guided or pure very pure Services is becoming quite a big thing and then thirdly because you know of the scale you can actually have less people deployed across your organization to deal with some of these customer service issues because they could be resolved more quickly and effectively through social customers or through social media as well given the fact that it's all in real-time you have the ability to actually offer quicker turnaround times you can answer queries much faster than say for example getting someone to wait in a line in a call center or having to escalate it as well so the turnaround time for quick less complex queries can be far greater you also have the ability to ease on to escalate quite quite quickly given the digital medium you can literally link in the next person up the chain to be able to then get involved in that particular situation and then finally the track ability to understand is really good as well so you can so the ease of the employee being able to review the various complaints and learn from them as well as feed into them and keep a track record of the various interactions that various employees have had it's becoming quite commonplace as well so you can see there's a plethora of different benefits that social customer services actually do give you let's think a little bit about the social customer service process now in effect these are some of the key tenants that we need to think about when delivering great customer services in a social way so the first thing to do is to listen to make sure we have a good you know understanding of your customers complaint or bottleneck that they're currently facing it's really important that we do active listening which sometimes is harder in the social customer service medium once we listen to the complaint we need to be able to really understand exactly what the customer is asking from us and also the level of impact that this may have on a wider group of customers as well the first thing that we need to do once we've understood the core root cause of the problem is to then try and mitigate against it it's important for the customer as well as other customers to know that that problem has now been resolved and won't happen again for others as well once we do that we can then start to communicate that message out through a variety of different platforms but predominantly the one in which the customer is complaining from so for instance if it's come through Twitter you may want to respond by talking about what you've done about it through the same Channel it's then important to act for that specific customer it's really important that we think about how the customer thinks fields and perhaps what their next steps would be and put a specific remedy in place for them so they then start to become an advocate once again it's amazing how we can turn around a negative experience into a positive one which creates a great amount of loyalty and advocacy from a customer perspective if we can get it right now prevention clearly is much better than cure so once we do that we have to ensure that the steps were met you know that we put in place in the mitigate stage will also mean that a customer will not have to go through that same negative experience again so you can just see how this entire cycle comes together to create a compelling strategy to deliver deliver and develop great customer services through some level of social platform that you have this is going to become more and more important for organizations as they become as customers become more digitally inclined as well now the other major aspect of things is the level of complexity that you actually have within say your social customer service environment some complaints may have the requirement to be able to be escalated to either a senior manager or even perhaps you know a director within an organization it's actually really really important that you have a robust escalation process in place to be able to deal with these major more complex queries and complaints as they come through remember if you don't have a robust process it can cause unnecessary delays and as a consequence of that just aggregate the customer and the whole experience even more so some of the key tenants that you need to think about as part of a response process or a crisis response process is to notify is that to take ownership of that customer make sure that the customer knows they're going to be looked after by a specific person and this is important particularly in a digital context because quite frankly a lot of the time because of the lack of human interaction you have you know customers can feel quite lost so then make sure that you're responding quickly and also you know make sure that there's a consistent message that you're delivering throughout once you do that you can then create a plan to be able to ensure it doesn't happen again and then also move into a BAU scenario to basically mitigate against for any other customer that may be coming through it's also what while having a robust set of procedures and processes in place for the escalation to take place and also your customer service agents need to really understand when it's out of their control and out of their hands now that will only come with a level of training but also having a robust set of what they can handle and what perhaps needs to be referred higher up the chain so doing this can actually save a lot of time and heartache later for both your customer service agents who are dealing with customers across the social platforms but also for those customers who are trying to deal with this process as well let's now move on to think a little bit about budgeting and resourcing so what are some of the benefits of doing or having a robust a budget and resource plan well the first thing to think about is that it could actually reduce costs if you put a robust plan with great benchmarks in place it could really be good to make sure that you don't overstep the mark and in today's constrained context it's becoming even more important that organizations have this robust plan in place to be able to control their costs you can also get expert personnel into the fold it's really important that you have the right experts around the table to be able to help to understand what exactly the budget is and looks like what adequate level of resourcing do you need so you don't over overspend on the one hand or under service on the other and then also to advise you on an ongoing basis exactly you know how the the plan should evolve for maximum impact the third aspect to think about is is to actually be able to consult these people on a regular basis it's that iterative approach that we need to think about as well so how does your budget of all than your resourcing evolve over say an annual cycle perhaps it's reviewed every month or every quarter and these experts would really help to determine exactly the levels of budgeting up and down resourcing up and down they need to go to based on past experience and past data you also can tailor some of the payment methods and payment models that you actually have as well so you're able to create the terms that work for your business a classic one that you know causes a lot of businesses to fail is that they get into cash flow troubles and one of the key ways by saying managing your payment cycles and also having products and services to bolster any cash flow issues is a great way to be able to mitigate against that that from happening in your business and then finally it's an effective use of time so in effect if you overwork people then you're not going to get the best out of them and quite frankly there's a good chance they'll leave what you under work people all you're doing is wasting resource and budget so getting the optimum mix and balance between the two is really important and that's what some of the benefits are being able to you know conduct a robust planning process across these two dimensions will actually give you the ability to use to have an effective use of your time in your team's time and then ultimately leading to higher levels of productivity across the organization

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