Social Customer Support Field notes from a Social Support Traveler

1. Social Customer Support Field notes from a Social Support Traveler Brad Smith VP Global Support Experience TSIA Champions Summit Spring TSW – May 2011 Version 4- finalFinal

2. Yahoo GSX Group Charter To monitor, mentor, and assist customers in receiving & perceiving value from Yahoo! …through compelling self-help solutions, engaging peer support communities and effective agent-assisted solutions Our goal: Make every customer support touch-point matter….

3. Future State Support VisionNew focus on: Preemptive, Proactive, Reactive Social Customer Engagement Social Listening Posts ( CUSTOMER EXCEPTIONS ) 260m Self-service Interactions 7m Tech Cases 200m views & posts Case deflection And engagement L3 Supt Assisted Self-Help Tech Moderation Peer SupportCollaboration L1 Supt Case deflection And engagement P Chat supt P • Self-Help Supt: emerging KPIs • Increase of Activity (# of sessions & views) • Increase of Success (case deflections) • Increase of Efficiency (clicks to solution) • Improved ratio of ‘New vs. Known’ • Collaboration Supt: emerging KPIs • Increase of Activity (# of Posts & Views) • Increase of Success (case deflections) • Increase of Growth (% active members) • Improved customer engagement P P 3 • Assisted Supt: emerging KPIs • Decrease of assisted cases • Increase of Knowledge Activity • Increase of targeted proactive Chat Supt • Improved ratio of ‘New vs. Known’ • Audience Care Eco-System: emerging KPIs • Improved customer/partner satisfaction • Decrease costs per answer (improved margin/case) • Increase customer intimacy & VOC insights at scale • Increase consistency of branded experience touches

4. Social Support Opportunity Map Reactive Support Pro-Active Support Self-help support Kiosk Passive Engagement Alert up coming customer impact events Social 911 Social 511 Social 411 Listening for and engaging with customers about their issues or questions Real time coverage of outage events Dynamic Engagement

5. Social Engagement VisionNew focus on: Preemptive, Proactive Customer Engagement Unassisted Support 240M Self Help Sessions $0.002 per Answer Assisted Support7M Tech Cases $1.05 per Email $5.20 per Chat Self-Help Social Support 4 US ‘Property’ Samples 190M Potential Network Reach $0.002 per Answer Assisted Support Agents Social Engagement Social Listening Posts Servicing these 4 product lines on Twitter = potential reach of 190m/yr

6. Social Customer Journey to Support Customer Question Engage? Contact Listen – Filter - Analyze Publications Publications Micro Blog Micro Blog Capture Linked In Linked In ? Facebook Facebook ? No Twitter Twitter Direct engagement – Bots? Engage Social Radar: Monitor Community Heath ID individuals in distress Automatically Customer Engagement Triage First Response or Last Resort? Solve Issue & Survey Become a fan Promote & Advocate Twitter Follower Self-help Content HELP! Account Locked out Thank You Community Support • Re-tweet • Share • Like • Post Customer Survey: CSAT? Resolution Rate? Loyalty? Proactive Support Re-Broadcast Assisted Support Facebook Fan

7. Many Stakeholders: Goal is to identify platform(s) to meet majority of listening needs to gain efficiencies

8. Social Support Engagement Tool AssessmentHow Automatable are these tools to handle interactions at scale? Solve Issue & Survey Become a fan Promote & Advocate Listen – Filter - Analyze Engage? Contact Customer Engagement Triage Who are you? (Klout) What is your issue? (Fixable?) Monitor Support Re-Broadcast Follow our Fans Self-help, community, or assisted support Direct engagement – Bots? Social Radar: Monitor Community Heath ID individuals in distress Automatically Also evaluating: EPI Analytics Social Dynamyx Jive Buzzient Lithium RightNow Social CX Visible Tech Also evaluating: Jive Buzzient Lithium RightNow Social CX Visible Tech

9. Social Support Future State 3 yr Roadmap

10. Questions?