ROI
Socially Face-to-Face – service through the whites of their eyes – the distance of the Internet
It’s really great this social media thing. It is such a great space for education and awareness. The sheer volume of posts, blogs, reports, info-graph and all things. All supported by the sheer weight of big data making sense of things we couldn’t prove before whilst at times tearing down our historic perceptions of our past reality. I love it. But it can become a paranoiac minefield of self-harming opinion. It is almost akin to “Death by PowerPoint”.
Death by PowerPoint a common fatality of many a great and important message. That said pictures paint a thousand words and ShowTime can be fun. Thinking back on the multitude of events I have attended, the presentations that resonated most have to be those that told a personal story. A story you could relate. Not the slide or statistic that you had to jot down. I guess it is dependent on all having a shared experience – speaking to the masses! Data would suggest this is more often the case than not in our modern overly monitored, categories and processed lives.
I attended an event on customer service back in 2011 that had a lot of case studies and statistics on where, why and how to manage and deliver it supported by copious amounts or diagrams/slides showing best practice, architecture, tools etc. All very useful, informative but I have to confess with a retention score of Zero in creating a call to action or influencing me past the next speaker.
Funny I am in the midst of setting out an initiative and find I am producing copious number of slides to help galvanise my thoughts! A tool or a communication medium? That’s another blog! Where’s my mind-map?
Returning to this event and one particular presentation, well more like story-time. A futurologist (I kid you not) working at BT, a Dr Nicola Millard delivered such a poignant and relevant message of the future of service engagement that it basically put to shame 80% of the previous days speeches, industry advice and undermined most of the solutions presented and best practices pitched.
She explained that the rate of change and the speed of consumer opinion is overwhelming and unstoppable in this connected social mobile Smartphone App futurologist . That the reality is that no matter how hard companies try to perfect engagement they can only do so retrospectively which is often too late, too behind the curve to satisfy and putting at risk customers retention or limit any damage to the brand.
What made Dr Millard presentation so impactful was her delivery of this dilemma and the fact that she reached out to the audience by using the whole stage and not standing behind a lectern or referred to slides as the main delivery.
You could see the whites of her eyes the passion in her beliefs. She instilled confidence and therefore commanded attention. She spoke directly and enthusiastically and put “us” in the story recalling our everyday activities in relation to the proposition of “how to control the un-controllable” which was overly oopinionated customers using smartphone/social app at the point of service delivery – a queue that was way too long against the backdrop of unattended service booths. #poorservice
And the picture she painted is one that I have experienced personally. In situations where I have required assistance from some large organisations I have used social media (mainly Twitter) to achieve success. In most cases this has worked far better than traditional channels (LG, British Airways to name a few good ones).
Her positioning of this dilemma still resonates with me. I hear in so many conversations I experience in business to this day. The need to change, modernise, and deliver “world class” customer service and perform better. A constant challenge and at times struggle for most organisations. “It’s all about the platform” cries out a stressed out management team; “If we had a single view of the customer with all channels captured and . . . . .”
So how does Social Media and customer service close the gap, crosses the divide between the post, the like, the comment and shows the whites of it eyes? It must give that personal touch, that empathy or a call to actions that changes the nature of the broadcast to really be a service offering.
Do I have the answer? I guess Social Media fundamentally promotes tailored service and breaking the call centre-all script. Why? Because the transparency and collaboration that can develop from a single post or a single tweet can be immense and lasts forever in the Social Cloud. The conversation can become global quickly so containment and direct help is imperative to rescue the experience to maintain reputation and relevance with a customer. But it can’t be one of process as that is not a good experience and this is very public.
Since that event way back in 2011 I am seeing and experiencing companies taking Social Media so much more seriously, not for the “Likes” alone, but for supportive interactions and turning this into positive, global and fully transparent PR opportunity of what a great company does when it needs to support its customers.
Great service will always starts with a personal touch, an experience, a human touch at the end of the post or send button. So I wouldn’t bet on transformational cost savings in service delivery through the transition into Social Media Customer Service practice. After all it is just another channel to manage! A ferociously public one which will require the good old Service Agent to manage as much as any “one on one” experiences on traditional channels. The existing internal training, couching and product/service training and CRM practices as is standard in any good service organisation will still be demanded and expected by your customers. So don’t look to save using Social Media as a “cheaper channel”, but look to improve your return creating a Social Media Service experience that shows them the whites of your eye and gets the word out that your a great Brand to work with.
The Art of the Possible but by Design
I once participated in a large team completion to develop a vision of a future concept soon to be a reality for most businesses (going Social). It was intense, 14 teams of 7 and 4 nights to develop a vision to capture the imagination whilst completing mandatory boot camp exercises and training sessions during the day.
It was a team effort but I was convinced that the tag line “The Art of the Possible” that I suggested for the future state resonated with the judges and moved our presentation into the winning position. It was fun, it was reality TV at its worst in a professional working space. And it was confirmation of a business practice of believing its own bullshit beyond an acceptable level IMHO. Apologies if the profanity offends.
What works and what pleases by design? Sadly I am writing this whilst on holiday in the lovely sunshine looking out on some of Mother Nature’s best, which speaks volume for the art of the possible but by design. It is that which inspired this blog post.
I like the resort and the hotel isn’t half bad, no complaints really it is just that after 5 days and as a closet engineer (my grandfather was a specialist in weights and measures making top secret instrument in WW2) I can’t help looking at some areas and services and thinking “by design really?”
What do I mean by that? Well it doing things on purpose, because it was well thought out, it had been considered, it is stress tested, it has been consulted, and it is thoughtful and sympathetic to those who will use it. It worked, it works. It delivers a good satisfying experience.
These are important key success identifies for anything – product, solution, user adoption, RoI, sustainability, usability and on and on . . . .
Some of the resort blends with the wonders of the natural world around or delivers the experience through the environment one expects. Whereas some part of the resort was missing the target enough to make you feel “dis-satisfied”; the exposed poorly finished concrete onto the beach, the level of the buildings in relation to each other or horizon, the closed stairway into the grand wide open spaces . . . . It just hadn’t been thought out, designed.
So how does this relate to the world I experience as a cloud solution practitioner? Cloud computing and the click not code philosophy propels the belief of agility and speed as a huge benefit. And it is.
But by design the principle of deep thought, consideration and that devil’s detail is
what will provide the ROI ultimately in any cloud investment. So no change there from the last 30 years of computing I hear you shout.
Well yes frankly. By design and the pain, investment, deliberation, hard slog, stakeholder managements, engagement consideration of end-users, and the need to understand the end operating environment are all required as essential to the art of the possible. The possible but by design.
So I end this blog whilst looking at the luscious landscape and coast line, the blue sky blending into the green of the forest covered hill tops and the sea lapping at the shore. I have to say by design over the art of the possible gets my vote, even if that design takes time to create the fit for purpose experience that delivers the satisfaction of the art possibility.
