Wednesday, May 14, 2014

Contact Centers, Are You Engaging Customers Through Social Media?

By: Sean Hawkins

I had the pleasure of attending and speaking at ICMI’s Contact Center Expo and Conference last week in San Diego. On several occasions, I was asked how the contact center can engage customers in social media. Traditionally, customer engagement is a skill set utilized by Marketing and Sales. However, with the steady rise of social media support, the contact center must adopt a customer engagement plan of action.

In the same way marketing is looking to generate buzz, so too, must the service center. In my opinion, social customer service should be more than a repository for negative and critical feedback.  While you expected some negative posts or tweets, there should also be an expectation to build a community with your clients. A great example of this is a Twitter conversation I had with @DoveMenCare during the NCAA basketball tournament. As I had been tweeting about the games, they wanted to know who I was picking to win and why. This led to an ongoing discussion throughout the tournament. 





At no time did they try to sell or market their product. Rather, they came to my place of interest and made a meaningful impact. If you’re looking to interact with customers through social media in a more significant way, consider the following:


1.    Get personal--Wish them happy birthday and congratulate them on milestones.
2.    Interact--Comment, Like,  Share, Retweet, Reply, and Favor.
3.    Giveaways--Randomly select a customer for a gift certificate or credit their account.
4.    Be relevant--The goal of social is to be social. Therefore, utilize current events (sports, Grammys, movies) as a means of connecting with your customers.

There are certainly others ways to connect and engage customers. I would love to hear what you are doing to connect with your customers.



Sean is a Contact Center manager with over 13 years of experience. He has a terrific pulse on incorporating innovation into the contact center. He's implemented social, outsourcing partners, new technology, and new products, while maintaining an award-winning contact center.

His contact center is a past winner of the ICMI "Global Call Center of the Year" award for Small to Medium-Sized Centers.

Follow on Twitter @SeanBHawkins

Wednesday, April 2, 2014

Insider Interview #5: Tobi Bowen

By: Sean Hawkins

I had the opportunity to discuss social media with Tobi. Afterwards, I saw how valuable her insight was to those of us working in the contact center. As customer service continues to mature in social, it is beneficial to learn and exchange ideas from those with experience in the social media world.

CCW: You have a background in sales and marketing. Those of us in the contact center work closely with both sales and marketing. With the rise of social media for customer support, we in support are understanding the importance on branding via social media.  In your opinion how important is branding and how does someone begin the process to brand themselves successfully?

Tobi: How important is a brand? Let’s say you were in Atlanta and you decided to drive to Phoenix. Before leaving, you consciously decide to disconnect and you leave your phone and wallet at home. About an hour into the drive, you push the accelerator and lo and behold, no gas, no phone, and no wallet. Now you’re stuck, mid-stream, with no plan. Maybe this wasn’t such a good idea.

Being on numerous social media platforms is awesome for your business. But attacking them without the right plan is the wrong way to go about it. Being on LinkedIn, Facebook, Twitter, Instagram, Google+, Tumblr, Yelp, Pinterest or YouTube just to be there is not going to get you anywhere.

Your Social Brand should mirror your Corporate Brand. It should tell the story of who your company is and why you’re so amazing at what you do. Being a great Social Brand means that you’re present, responsive, educational, approachable, gracious, not sales focused and real.

So, circling back to the question at hand, how important is branding in social media? Don’t leave home without it. 


CCW: How do you feel social media has changed marketing and sales opportunities? What advantages does social media bring that once was not there?

Tobi: Back in the olden days (like the early 90’s that I call BC or Before Computers), we actually had to rely on relationships with other people to connect. A friend of a friend, the office gatekeeper, a high school buddy, etc. Networking and asking others was the way that we connected, or you could simply plow ahead and try to cold call (oh no, not that!!). Fast forward to today. Connections and cold calling to me are like putting a puzzle together.

When I meet someone, I always ask if I may connect with them on multiple social media platforms. The answer is ordinarily, yes. Different platforms tell me different things. On LinkedIn, I can learn all about their prior work history, see a visual story of their accomplishments, see who their business connections are, and who we know in common (a really big deal when building rapport). But on Facebook, I’m able to learn about them as a person, see their family, learn about their likes, beliefs, passions, and even where they vacation and the foods that they like.

In sales, to me this is critical and should be a part of your MO when you’re fact collecting and learning about someone. It’s even more important to try to do this research on someone when you want to win their business. 

From a marketing perspective, social media can be your best friend if you utilize it properly. Many platforms have enhanced advertising opportunities that allow you to micro-target a very specific audience. Having this ability is absolutely incredible and has forced so many forms of traditional media (tv, radio and newspaper) to expand their offerings and many of them include an online marketing package with their ads (I wonder why!). Facebook, YouTube and LinkedIn all offer you the ability to find your demographic, down to the zipcode if you’d like. It takes marketing dollars to a whole new place.

I’d be remiss at this point if I didn’t mention there’s been an incredible amount of talk as of late about the decreased organic views on Facebook business pages. Yes, It’s true! Organic views are down. Not fabulous news but nothing in life is free, including Facebook. And it’s still a great place to advertise, if in fact your demographic spends time there.

Earlier this week I found an article that showed the cost of advertising today for every 1,000 people that you reach. 

Newspaper: $32.00
Magazines: $20.00
Radio: $8.00
Cable TV: $7.00
Google Adwords: $2.75
LinkedIn Ads: $.75
Facebook Ads: $.25

The numbers speak loudly and clearly. If you’re not playing in this space, you’re missing the boat, but your competition probably hasn’t.

CCW: Whether one is in customer service, marketing, or sales, customer engagement is a critical part of what they do. How would you define customer engagement?

Tobi: To me, customer engagement is the way in which we honor those who we do business with and those who we’d like to be doing business with. If we speak of honor in its most pure form, we have the opportunity to really take pride but reflecting on the value that our clients/customers bring to the table. Let’s face it, without them, we are nothing.

The way that you honor the relationship is really simple. It starts with honesty. If someone is calling you because a service was not provided as expected, don’t get defensive. Own it and fix it. If they decide to tell you about it publicly in social media, follow the same principle. Own it and explain how you’re going to rectify the problem. It’s a wonderful way for people to see how stand-up your company is, and they’ll probably want to do business with you because of it.  


CCW: What are some useful engagement tools that you utilize?

Tobi:
Post Planner: a time saving Facebook tool to easily plan posts
Buffer: a site where you receive suggest posts for all of your platforms
Newsle: a daily email that shows you if any of your connections show up online


CCW: In earlier conversations, you mentioned how strongly you felt in utilizing email and social media to connect with customers. Can you elaborate on that?

Tobi: I just got off the phone with a client who said to me “People just don’t respond to generic email.”
I’ve been utilizing email newsletters since the late ‘90’s to get the word out to people for event registration, meeting reminders, invitations, holiday greetings, newsletters, press releases and more. I’ve never favored the ‘click on the attachment’ option. Why people still do that is beyond me. With the massive number of people checking email on their phone, an attachment is an even deeper challenge to view.

Everything has its ebb and flow. Social media can be overwhelming for many people because so much is coming at us constantly. People absorb information in sound bites. Short, concise,well-constructed and targeted thoughts are easily heard and hopefully memorable. Too much can cause overload and people won’t be able to comprehend your important message.

Social media should be thought of as just another marketing tool and added into your marketing repertoire – just like email marketing. People often ask me if they should be doing one or the other or both. My answer is always yes, yes and yes!

Not everyone sees every blog post, all of your social media posts or all of your emails. So by pairing your messages together to drive your point is just smart business.

Here’s a great example of how to make it work AND make it easy. You’ve just published your weekly blog post. Great! Now insert that into a dynamic email to send to your list of clients and then share it over to your business and personal page on Facebook, twitter and LinkedIn.  Mission Accomplished!



Tobi is the president of Instinctive Branding, and is recognized as a local Brand Architect and Social Media Expert who helps her clients grow their business and brand through printed literature, digital marketing, social media presence and penetration with web design, branding, logo development, promotional product sourcing, and events. As her passion for social media has grown throughout the years, she developed NC Social Media where her company creates, manages and teaches social media platforms.

She is a graduate of Rutgers University with a degree in psychology and was in nonprofit management for 19 years with The Leukemia & Lymphoma Society, American Diabetes Association and The Muscular Dystrophy Association in roles from Community Development to Executive Director. The spent 8 years in the senior industry as Director of Development & Marketing at Resources for Seniors in Raleigh. She currently serves on the Board of Directors for: Raleigh Little Theatre, Health Affairs Round Table,Women's Business Owners Network of Caryand is a founding member of Well Heeled U Sorority. Originally from NJ, Tobi moved to the Triangle in 1999 and lives in Wake Forest.

Thursday, February 27, 2014

Insider Interview #4: Pamela La Gioia









by: Sean Hawkins
 


Pamela La Gioia is CEO and Founder of Telework Recruiting, a premier website helping professionals find telecommuting employment. She has been researching remote work since the early 1990s, so we decided to send a few questions her way for an Insider Interview. 


1.       What is your prior experience in the call center?
If you mean me personally,  have no experience working in a call center, either onsite or virtual. Unless you include cold calling as a sales rep. But that was from my desk in my own office, not in an actual center. However, I have helped virtual call centers find call agents or telemarketers, either by posting job ads on my website, or by sourcing people for them.

2.       Where did your interest in telecommuting come from?
After working for a few years as a counselor at an inpatient psychiatric hospital, I started wishing there was some type of work I could do from home. The internet was just taking off, and so I did a search on AltaVista (showing my age!) for working from home. I never even heard of the term “telecommute” at that time. I came across a website that promised me a list of 100 companies that hired home workers, at the cost of $36.00. I paid the fee, received the list, and began contacting every company on it. I was quickly disappointed when over and over either the company said they didn’t hire home workers, or all home workers they did hire worked onsite for at least two years first.

I wrote the company I purchased the list from and demanded a refund. I never got one. Angry, I decided I could do a better job finding flexible companies on my own. Unfortunately, it wasn’t easy. Back in the early 1990s telecommuting (as I learned home working was called), was not popular. And it was a perk given to only very experienced, very trusted employees. And even those employees needed to be within commutable distances to their companies since things like wifi and Skyping didn’t even exist yet.

Nonetheless, while working a regular job, I managed to find around 700 companies that did hire home workers throughout the US, and some in Canada. I also began learning everything I could about telecommuting, reading information from people like Gil Gordon, Priscilla Huff, and Jack Niles.

3.       What was the catalyst for Telework Recruiting?
In 1993 I started Mommysplace.net, a website to help stay at home moms find work from home. Two things happened. 1. Men would write and ask if my information would help them. 2. Companies began wanting to use my site to recruit home workers, but didn’t like the “mommy” part of my site name. They felt it was unprofessional and excluded men. So, in 1999, Telework Recruiting.com was born. Since then, Telework Recruiting has amassed around 2,500 companies that hire telecommuters.

4.       Do you see telecommuting as a viable option for companies?
I can’t see why most companies don’t have telecommuting as an option for their employees. With the technological capabilities we now have, there are very few companies that can’t take advantage of this flexible work option. Obviously, assembly workers in an auto plant can’t work at home. However, that same company could easily allow most of their desk workers to telecommute, saving them a lot of money on overhead.

5.       What are some of the challenges faced when managing employees who work from home?
There are five big concerns I think companies have when it comes to managing remote employees:

1. Security. Keeping proprietary information safe. This also involves data safety. This can be addressed with antivirus, firewalls, or other data protection programs. If an employee is in a medical field, then HIPAA is a concern. If s/he is in a legal profession, than the Attorney Client Privilege is a concern.

2. Co-worker issues: Adult or not, jealously can rear its ugly head if not everyone is allowed to work from home. After all, no one likes to pay high gas prices, wrestle with traffic, or leave their home early in the morning. Even when someone thrives in an office environment they would probably at least like to have the option to stay at home.

Also, making a transition from working onsite to working at home affects everyone. Jealousy aside, co-workers will have to adjust to not having remote staff around if they need them. Inevitably, there will be times when they'll end up filling in for them, even though technically they’re doing their same jobs from home.

3. Communication issues: The usage of e-mail, Google Hangouts, Skype (especially video), and social media are all great ways for co-workers to communicate and interact. However, video calling is still pretty new, and it can actually be uncomfortable for some people, especially “older” workers. It also requires a little bit of training for everyone.

4. Job function issues: Do your staff have all the necessary resources to do their work from home? In other words, will they be able to work just as resourcefully as they did onsite? There should be little difference between their home and work offices.

Make sure homeworkers have well-equipped offices (computer, video chat, fax, landline, printer, scanner, software, and so on), as well as back up plans. Hardware breaks. Computers crash. Then what? How will staff prevent vital information from getting lost? Depending on their profession and the sensitivity of the information, developing a Plan B could be vital.

5. Trust: Employers are human; and, like anyone else, they have fears and control issues. Some employers need to feel in control. They think they need to micro-manage their staff to make sure they are actually doing their jobs and that they’re being done to their liking. What's more, there are supervisors who cannot fathom work being done properly unless they have a hand in the process.

6.       In your opinion, what is needed to be a successful work from home candidate?
Not everyone is cut out for the lifestyle of a teleworker. However, for those who still want to 'give it a go', they may wish to take a few minutes to make sure they have the following necessary traits so you will be a successful, productive telecommuter.

     Planning & Organization  Are they organized in general? Do they know where things are at, and what they will be doing next? Being organized is a top trait of successful teleworkers. Having activities for the day planned out in advance is also helpful to keep on track.

     Self-Disciplined  Being self-disciplined means doing what NEEDS to be done even when you HATE to do it.

     Professional  Professionalism isn't just a behavior; it's a way of thinking. It means they CARE about what they're doing, and how their behavior affects the people they’re doing it for.

     Educated  Do they know what they're doing? Do they have esoteric knowledge and/or extensive experience to back up their right to teach, preach, write, draw, add, subtract, or anything else they're doing and demand to get paid for it?

     Find work intrinsically rewarding  If they are unable to stay motivated to give their absolute best just for the sheer thrill of knowing they're doing a great job, they might have a hard time maintaining a high level of performance when it's just them and their computers around to acknowledge it. When someone works alone at home they have to be able to give themselves all the praise they need.

     Assertive  Saying "No" is a word teleworkers must feel comfortable using if they want people to respect their work, their office space, and their time. No one cares about a project or assignment the way they do; so until someone does, they need to learn to set limits on the amount of time others take you away from their work.

     Prioritized  Whether they use lists, pictures, online planners, or secretaries, they need to prioritize their daily activities, and then perform them in their right order. Why? Because I can assure you that if they don't, either they will leave their offices that evening without having done something that should have been done, OR, they will end up working later than they wanted to, eating into their personal and family time.

     Independent  How many opinions do your staff need before they can get moving on something or make decisions? If they aren't confident enough to think through problems and make decisions about on their own, then they might be too dependent to work alone from home.

     Calm  Do they remain calm when nothing seems to be going right? Or, do they panic when unexpected delays or changes occur? When people react in states of panic, then decisions are usually made poorly.


Sean is a Customer Experience, Contact Center and Help desk manager with over 12 years of experience. He has a terrific pulse on incorporating innovation into the contact center. He's implemented social, outsourcing partners, new technology, and new products, while maintaining an award-winning contact center.

In 2011, his team was awarded the ICMI "Global Call Center of the Year" for Small to Medium-Sized Centers. Follow on Twitter- @SeanBHawkins


Wednesday, February 26, 2014

Characteristics of a Great Social Agent

Editor's Note: This article was originally posted on ICMI.com

Social media support is still an uncharted frontier for many support departments. As a result, call center managers may be unsure what attributes to look for when hiring or training a social media support agent. Although a great social agent will share many common characteristics with a great phone or chat support agent, there are certainly some traits that are of greater importance in the social media world. Here are a few attributes that I’ve found are imperative for an agent to be able to provide outstanding social media support.

1. Comfort level with social media

Ideally, your outstanding social agent will have a background in social media. If they already have their own Twitter account that they frequently post to, that’s a good sign that they have a high familiarity with social media and an understanding of how communication operates in that sphere. Plus, it affords the opportunity for a hiring manager to evaluate how the potential agent behaves in the social media space and whether they demonstrate the professionalism and comfort level required to excel in the role.

2. Understanding of business sensitivity

It’s critical for your social agent to always keep in mind that a social media interaction can be viewed by anybody. Thus, it’s important to be able to simultaneously find a suitable resolution for a customer while also avoiding casting the company in a dim light. This is not to say that your business should act like it has something to hide, but rather that Twitter is probably not the place to get bogged down in the exact details of your refund policy. Thus, in a lot of cases, it may be better for your agent to view a tweet or a Facebook post as a starting point for a conversation rather than trying to fix everything in one 140-character tweet. If necessary, the agent should be prepared to reach out by private message, email, or phone call.

3. Empowerment to seek solutions

If a customer is engaging your company on social media, there’s a good chance that they’ve already contacted your Support department through more traditional channels and weren’t able to find a resolution. Your social agent should have the willingness and to be able to provide a solution that for whatever reason, the customer wasn’t able to find in your traditional channels. That includes the ability to engage with other teams that may be able to assist or to bring in a supervisor or manager when appropriate. If there is something that could have been done better when the customer first reached out, then the social agent should be empowered to pass that message on to the appropriate team so your business can get it right the next time.

Now if you’re reading these traits and thinking that they have a lot in common with the attributes of any great support agent, you’re absolutely right! Ultimately, you want your most outstanding agents managing social media support because a social interaction has such high visibility. Your customer base doesn’t have the opportunity to listen to all of your company’s recorded phone calls, but they certainly can browse your Facebook page to see how you have responded to customer grievances. Your CEO likely won’t be taking the time to read through all of your support chat transcripts, but there’s a much higher chance they’ll be monitoring the company Twitter account. With that in mind, keep the above characteristics at the forefront and put your social agent in a position to shine!




 
Jeremiah Methven leads two support teams for a leading software-as-a-service company. His teams handle all social media support (primarily Twitter and Facebook) as well as API and custom integration support. They also provide internal assistance and coaching, and document and triage all software bugs.

Tuesday, February 4, 2014

Five Steps to Superior Social Customer Service



by: Sean Hawkins

Last week, ICMI hosted the webinar “Five Steps to Superior Social Customer Service”. Sponsored by Five9, the goal of the webinar was to help businesses “take the guesswork out of social customer service". Presenters Jonathan Russell of Five9, and Ashley Verrill of Software Advice, offered great insight for both the novice and the veterans of social media customer service.

Let’s face it, social media is more than an emerging channel, it is here! According to Verrill, nearly one in three social media users prefer to reach out to a brand for customer service through a social channel compared to the phone. And to further illustrate the power of social, Verrill pointed out that an overwhelming number of customers will recommend a brand to their friends if they have a positive experience via social media. After setting this stage, Verrill and Russell guided attendees through five steps designed to deliver quality service.

The foundation begins with solid planning. Before starting your program, you need to ensure you have a clear strategy. Jonathan Russell emphasized the importance of observation and organization. “You need to have business processes in place to interact, but those things will come AFTER you define where you are.” As part of their strategy, the group was given some best practices concerning which types of social messages deserve a response. They are:

·         Urgent Requests
·         Gratitude
·         Negative sentiment
·         FAQ (“This is the “low-hanging fruit.” It’s easiest thing to respond to, and it can drive traffic to your web site if you have this content there.”)
·         Technical question


Another point of emphasis was listening to your social channels. This should include mentions with and without your handle. Verrill suggested that companies setup queries that pick up every variation of the brand and social handles. Listening should also be extended to competitors as well.

Often, when a customer is tweeting both you and your competitor, they are at the moment of making a purchase decision,” said Verrill.

Thus, active monitoring could lead to a switch in brands. However, it is imperative to be quick and concise during these moments. A timely response and follow-up is essential.

“It’s impossible to expect that companies reply to every message on social, that’s why creating your strategy first is so important” said Verrill.  However, she continues, "there’s no excuse for some of the response rates I’ve seen. I ran an experiment last year where the brands responded just 14 percent of time.”

To add to this, Russell provided insight on delivering the ideal response. His advice was to maintain the human element and avoid providing agents with impersonal canned responses.

In addition, webinar attendees were given advice on case handling and performance measurements.  Overall, this was an informative session. Those committed to offer amazing customer service on social media were not disappointed. With the knowledge provided by such an outstanding panel, contact center managers have been positioned for success. For those who didn’t attend, you are in luck. A recording of the live webinar is now available for on demand viewing.

Many thanks to our friends at ICMI and their sponsor.



Sean is a Customer Experience, Contact Center and Help desk manager with over 12 years of experience. He has a terrific pulse on incorporating innovation into the contact center. He's implemented social, outsourcing partners, new technology, and new products, while maintaining an award-winning contact center.

In 2011, his team was awarded the ICMI "Global Call Center of the Year" for Small to Medium-Sized Centers. Follow on Twitter @SeanBHawkins