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""Unsourcing", as the new trend has been dubbed, involves companies setting up online communities to enable peer-to-peer support among users. Instead of speaking with a faceless person thousands of miles away, customers' problems are answered by individuals in the same country who have bought and used the same products. This happens either on the company's own website or on social networks like Facebook and Twitter, and the helpers are generally not paid anything for their efforts."
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Gartner, the research company, estimates that using communities to solve support issues can reduce costs by up to 50%
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To motivate members to participate, Lithium, a software company that provided TomTom's and Best Buy's systems, turns the whole thing into a game.
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"What Really Replaces Marketing (Madness)
Here’s my take on What Really Replaces Marketing (Madness). I will do so following the story line of my recent Guest Lecture for the Marketing faculty, headed by Peter Verhoef, of the University of Groningen (The Netherlands). The guest lecture was titled: Marketing Leadership in age of Service."
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The bottom line in my thinking is that, since Value is dominantly created in-use and is a result of co-creation between company and Customer, marketing strategies should shift their focus from creating momentum for value exchange (the sale) to creating momentum for interactions that support Customers in creating value for themselves.
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And since value is something that can only be defined by its beneficiary we need to understand what outcomes Customers desire when they hire a company’s resources to get their jobs done.
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"Radical levels of customer service, which account for an average of 75 percent all customer interactions, threaten to undermine the customer's affinity for brands in 2012, according to Gartner, Inc. It is critical for customer service organizations to figure out how to harmonize customer service processes that sometimes happen with a human support agent, sometimes through self-service and sometimes by peer-to-peer community networks"
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By 2014, organizations integrating communities into customer support will realize cost reductions ranging from 10 percent to 50 percent.
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By 2015, 50 percent of online customer self-service search activities will be via a virtual assistant for at least 1,500 large enterprises.
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"Wang touched on a lot of great points about Social CRM throughout his presentation, with a few key presentation aids that are worth everyone's time, including The 18 Use Cases of Social CRM and The Five M's of Social Customer Insights, but below are a few key takeaways:"
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Customers no longer care about what department you're in, they simply want their problem fixed.
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Support is the new PR: According to the American Express Global Customer Service Barometer released July 7, 61% of 1,000 American consumers surveyed think good customer service is more important
The slide represents the results of polling customer, throughout the conference, about their concerns, their questions, about adding social channels to their customer service efforts. I know the slide is a little fuzzy but I am hoping to make it just a bit clearer through this post.
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- In order to be successful in the long run you must define a business plan and understand how social media will weave into your existing strategy.
- You need to set up Social Media Usage guidelines and make these part of your HR policies, IT policies, and train current staff as well as all new hires.
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Typically, management of social media begins in marketing. In my view the most important thing is that marketing and customer service jointly own, jointly take part, in the customer communication.
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"Within a few weeks my parents were contacted by a ’special agent’ and magically the roof was replaced soon thereafter. Not trying to be big-man-on-campus by flexing my Twitter muscle, just pointing out how things have changed..whether you have 7, 7000, or 7 million followers is beside the point. Companies now are listening. They have to. And it’s about time."
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“These are not PR people, they are real customer care managers who spend their days helping people via social media,
"Redmond has launched a pilot program called TechSupport Marketplace on its Microsoft Answers forum. Independent experts will bid for a chance to help users fix their tech support problems, kind of like an eBay for tech support."
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Microsoft has launched a new limited pilot program on its Microsoft Answers forum that will eventually see independent experts bidding on tech support that users post. These experts "have the skills and ability to troubleshoot and help resolve customer technology problems when the customer needs cannot be met through existing self-help channels,"
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The idea is simple. Users will post questions on the new website and a select group of technical experts will bid to provide support to the user
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"The challenge is that these teams are unable to scale, even a support team of ten full time folks at Comcast will have a hard time responding to all customers in all social channels. As a result, expect companies to resort to scalable ways to respond to customers, such as:
The Four Social Support Strategies"
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1) Do Nothing: Use Legacy Support Channels
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2) Employee Based Support: Employees Respond to Customers
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Three Opportunities For Companies To Evolve Customer Support
This isn’t just about rise of social tools, in fact, customers have had bad experiences before. The difference? Their voices were just limited to those they could tell in physical proximity. Rather than think of this as a threat, companies should see this as three distinct opportunities:
The customer support and the proper implementation of social media tools around it have brought quite a lot of profit and success to the sales and marketing teams of many large and medium size companies globally. WordFrame sales and support team members are promoting the idea of having the support team as being inseparable part of the marketing and sales teams for several years now. One of the ways to do this (i.e. to have your support department actively participating in the sales process as well as in the business development strategy of your organization) is to equip it with the proper communication, social media and sales tools and ….Voila!
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