Bright things for customer-obsessed brands #9

By | Bright things, customer experience, customer service | No Comments

A round-up of bright things for customer-obsessed brands wanting to thrive in a digital world. BRIGHT INSIGHTS Providing great customer service, across all digital channels Luke Porter, DigiDesk, argues the need to create consistency across all customer touch points and how it can be done. There are two key takeouts – internal silos create a disjointed experience and joining up the conversation between channels is crucial to seeing the customer as a whole. Value of trust A quick reminder of a crucial concept from Paolo Fabrizio. I like the snappy video too. “Building trust with your customers means investing in long-lasting,…

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20 learnings from the frontline of social customer service (part 2 of 3)

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Last week I shared the first 7 or my 20 learnings from the frontline of social customer service. Today I am sharing 8-14. If you missed the first post in this series, check back here. 8. Good team leaders are essential for social customer service: A good team leader will champion the team, instilling the culture and ethos that a great social customer servicing team needs. They also act as the conduit for insight back into the organisation, allowing you to capture actionable MI to ensure that service improvement is continuous. 9. Operating hours and SLAs should be led by…

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20 lessons from the frontline of social customer service (part 1 of 3)

By | customer experience, customer service, Social Customer Service, Social Media | No Comments

Over the last few years I have helped a wide variety of organizations to embed best in class social customer service. From hugely risk averse and heavily regulated financial service organizations, to stiff upper-lipped government departments with global responsibility for citizen safety through to fmcg cereal and shampoo carelines, they have all required different solutions. However, setting up and delivering, best in class social customer service does require some core elements, so I thought it would be useful to distill this experience to give my 20 learnings from the frontline of social customer service. Over this series of 3 posts…

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Your customer experience is your brand

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The way we see brands is different to how we viewed them in the past. Peter Druker once said the role of a business is to create value for its customers. That branding was something separate and extrinsic to the business and lives in the mind of customers. Business academics are now starting to realise it’s something more than that. It’s intrinsic and helps drive customer behaviour. The brand is actually a dynamic sequence of experiences, and the role of the business is to deliver these different experiences to the customers. Disney is a great example of this. Former CEO,…

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Proactive Customer Service

By | Culture, customer experience, customer service, Social Customer Service | No Comments

We’re pleased to announce our latest whitepaper which has been co-written with leading customer experience expert, Adrian Swinscoe, on how to ‘transform your customer experience by making your customer service proactive‘. Traditionally customer service is reactive, but reactive customer service is both expensive and un-engaging. Meanwhile, proactive customer service offers cost savings and customer engagement opportunities.  Firms need to look at what reactive customer service is actually costing them, in terms of extra resources and costs and what they are, potentially, losing out on. This whitepaper; highlights the business case for offering proactive customer service showcases some great examples of…

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What have BrightCultures been up to?

By | Banking & Finance, Conduct Risk, Culture, Social Customer Service, Social Media, Uncategorized | No Comments

Since we started BrightCultures back in March, we’ve been very busy bees! Here’s a brief update of what we’ve been working on at BrightCultures, together with our associate Michelle Goodall: We completed a big piece of social media strategy work across all of a large insurance company’s brands We created a social media strategy for a large charitable organisation that aligned their B2B and B2C engagement and presented a holistic view of the organisation externally We facilitated a workshop for a leading digital holiday company to help them set a vision for social media We developed a community strategy for another leading…

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Bright things for customer-obsessed brands #8

By | Bright things, Social Customer Service | No Comments

A fortnightly round-up of bright things for customer-obsessed brands wanting to thrive in a digital world. BRIGHT INSIGHTS FOR CUSTOMER-OBSESSED BRANDS The challenges and benefits of omnichannel customer service  Some good stats here including; “74% of consumers identify word of mouth as a key influencer in their purchasing decision” and a it on how BT saved $3.1 million per year by adopting a more social media-centric approach to its customer service – WOW. More insights from Brandwatch here. Why social customer service is a sliding door How can you make your brand more accessible to customers and maintain excellent customer experiences through multiple…

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Social customer service podcast – How to make a business case and deliver great service on social

By | customer experience, customer service, Social Customer Service, Social Media | No Comments

Yesterday I was interviewed by the lovely Paolo Fabrizio for my first ever podcast on social customer service. In it we discuss what it is and why it is important, right down to the nitty gritty of the essential steps to set up great social media servicing and how to manage the inherent risks of public customer engagement. If you have an interest in Social Customer Service and spare 45 minutes (a boring commute perhaps…?), I urge you to give it listen. I really enjoyed doing it and I think there’s some pretty useful stuff in there! If you prefer…

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Bright things for customer-obsessed brands #7

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A fortnightly round-up of bright things for customer-obsessed brands wanting to thrive in a digital world. BRIGHT INSIGHTS Most brands ignore 7 in 8 messages on social media Read the report, or skip to the highlights.  10 investment priorities for heads of customer service. Among the top priorities for investment are; customer feedback, multi-channel integration and quality and customer satisfaction management.  Download the report here (sign in required). BRIGHT IDEAS Are you recruiting customer-centric staff? The story of Nationwide’s service culture based on PRIDE – principles which underpin recruitment, retention and the importance of embedding cultural change.View the video here. 7 tips…

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Does your social media customer service measure up?

By | customer service, Social Media | No Comments

Social media customer support is now something most businesses and organisations offer to one extent or another. In many cases social media servicing is just something that has happened because customers started sending queries on Twitter and Facebook. Usually the marketing or comms team starts to notice these and respond. Demand grows and the customer service team are drafted in to start dealing with support issues, often with little specialist training in social media best practice or etiquette. Worse still, in many businesses customers are still passed back into traditional channels to get their issues resolved. It’s all very ad hoc…

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