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市場調查報告書

引進社群顧客服務的企業成熟度的基準

Benchmarking Enterprise Maturity for Social Customer Service

出版商 Ovum, Ltd. 商品編碼 300142
出版日期 內容資訊 英文 17 Pages
商品交期: 最快1-2個工作天內
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引進社群顧客服務的企業成熟度的基準 Benchmarking Enterprise Maturity for Social Customer Service
出版日期: 2014年04月11日 內容資訊: 英文 17 Pages
簡介

社群顧客服務,正脫離初期從引進階段,各企業開始迎接客服中心的作用。可是,社群媒體和傳統的客服中心管道(例如:語音及電子郵件)之間有明確的相異點,企業在提高自家公司的功能,對客戶做最高的支援上,需要指導。各企業雖理解社群顧客服務的重要性,不過在客服中心完全統合功能這點,留下了許多課題。

本報告提供企業的社群顧客服務調查分析、概括主要趨勢、企業如何能提高自家公司的社群顧客服務功能的總結,及企業如何在社群顧客服務策略中取得成功之分析、投資時應討論優先事項及課題等彙整資料,為您概述為以下內容。

摘要

  • 發展要素
  • Ovum的見解
  • 主要的訊息

社群顧客服務趨勢

  • 現在社群媒體對客服中心來說正是優先事項
  • Facebook和Twitter依然是最方便的工具
    • 論壇及產業專用網站不應該無視
  • 在新的技術功能上,有即時分析、自動分類、在1個會話中關連互動的功能等
  • 整合其他的流通管道與社群媒體是一大挑戰

社群顧客服務成熟模式

  • 從基本轉變到出色的成熟模式
  • 技術、組織及相互作用功能的成熟度的評估
    • 技術性
    • 系統的
    • 相互作用

成熟模式的特定

  • 社群顧客服務的4個成熟狀態
  • 第1級的特徵:基本
    • 第2級的轉變方法
  • 第2級的特徵:反應
    • 第3級的轉變方法
  • 第3級的特徵:策略性
    • 第4級的轉變方法
  • 第4級的特徵:出色
    • 社群顧客服務是不會過時的方法

產業觀點的社群模式

  • 零售、旅遊及通訊產業受益最大
  • 規模的幅度和企業的成熟度也影響客服中心的流通管道選擇

實際的成熟模式範例

  • JackThreads
    • 成熟度標準中的JackThreads的評估:第3級
    • 為了轉移至下個層級的建議
  • SoundCloud
    • 成熟度標準中的SoundCloud的評估:第2級
    • 為了轉移至下個層級的建議

附屬資料

  • 相關報告書
  • 調查手法
  • 著者
  • Ovum諮詢
  • 免除責任

圖表

目錄
Product Code: IT020-000018

Social customer service is moving out of the early adopter phase as enterprises begin to embrace its role in the contact center. However, because of the distinct differences between social media and more traditional contact center channels (i.e., voice and email) enterprises need guidance to improve their capabilities and best respond to customers.

Highlights

  • Enterprises understand the importance of social customer service but still have a way to go in fully integrating their capabilities into the contact center.

Features Benefits

  • Identifies key trends shaping the social customer service landscape.
  • Outlines how enterprises can improve their social customer service capabilities.

Questions Answers

  • How can enterprises roll out successful social customer service strategies?
  • What are the priorities and challenges to consider when investing in social customer service?

Table of Contents

Headings

SUMMARY

  • Catalyst
  • Ovum view
  • Key messages

SOCIAL CUSTOMER SERVICE TRENDS

  • Social media is now a priority for contact centers
  • Facebook and Twitter remain the most useful tools
    • Forums and vertical-specific sites should not be neglected
  • New technical capabilities include realtime analytics, automatic categorization, and the ability to link interactions into one conversation
  • Integrating social media with other channels is the biggest challenge

THE SOCIAL CUSTOMER SERVICE MATURITY MODEL

  • Moving across the maturity model from basic to leading
  • Assessing maturity by technology, organization, and interaction capabilities
    • Technological
    • Organizational
    • Interaction

IDENTIFY YOUR MATURITY LEVEL

  • The four states of maturity for social customer service
  • Characteristics of level 1: basic
    • How to move to level 2
  • Characteristics of level 2: responsive
    • How to move to level 3
  • Characteristics of level 3: strategic
    • How to move to level 4
  • Characteristics of level 4: leading
    • How to future-proof social customer service

THE SOCIAL MODEL FROM THE VERTICAL PERSPECTIVE

  • The retail, travel, and telecoms verticals benefit most
  • Size band and company maturity also impact contact center channel choices

EXAMPLES OF THE MATURITY MODEL IN PRACTICE

  • JackThreads
    • How JackThreads measures on the maturity scale: level 3
    • Recommendations for moving to the next level
  • SoundCloud
    • How SoundCloud measures on the maturity scale: level 2
    • Recommendations for moving to the next level

APPENDIX

  • Methodology
  • Further reading
  • Author
  • Ovum Consulting
  • Disclaimer

Figures

  • Figure 1: What contact center channel capabilities do you currently deploy?
  • Figure 2: Which social customer service tools do you support?
  • Figure 3: A maturity model for social customer service
  • Figure 4: Social customer service maturity model, level 1: basic
  • Figure 5: Social customer service maturity model, level 2: responsive
  • Figure 6: Social customer service maturity model, level 3: strategic
  • Figure 7: Social customer service maturity model, level 4: leading
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