Back to the future of customer service / Part 1: Peer to Peer customer support

1
Peer to peer
customer
support
BACK TO THE FUTURE
OF CUSTOMER SERVICE

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ABOUT BACK TO THE FUTURE
OF CUSTOMER SERVICE
presentation1 every 2 weeks
about 1 prediction for Customer
Service’s future.
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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/

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

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
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: info@shoesthatrockhard.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
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
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

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?

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

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

DON’T BE SCARED TO GET
PERSONAL

TO START A FACE TO FACE
CONVERSATION

TO SHOWCASE YOUR
PRODUCTS ON CAMERA

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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Back to the future of customer service / Part 1: Peer to Peer customer support

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Back to the future of customer service / Part 1: Peer to Peer customer support