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カスタマーサービス/コンタクトセンターにおけるソーシャルメディア利用:製品・ベストプラクティス

2012-2013 Social Media Customer Service/Contact Center Product and Best Practices Market Report

発行 DMG Consulting LLC 商品コード 257038
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=114.58円で換算しております。
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カスタマーサービス/コンタクトセンターにおけるソーシャルメディア利用:製品・ベストプラクティス 2012-2013 Social Media Customer Service/Contact Center Product and Best Practices Market Report
出版日: 2012年12月20日 ページ情報: 英文
概要

ソーシャルメディアプラットフォームの大部分はコメント用に活用されています。これらのコメントはサービスを中心としたものですが、ソーシャルメディアによるカスタマーサービスの提供といったニーズをほとんどの企業はこれまで認識してきませんでした。担当部門ではソーシャルチャネルを通して実に多くのやり取りが直接行われており、コンタクトセンターなど、従来型のサービスチャネルを利用していた顧客はますますソーシャルメディアに目を向けるようになっています。

当レポートでは、カスタマーサービス部門およびコンタクトセンターにおけるソーシャルメディアの利用について調査分析し、ソーシャルメディア利用のメリット、適切なソーシャルメディア経路の選定方法、必要とされる技術およびシステム構成要素、ソーシャルメディアの利用を有効化するソリューション(コンタクトセンターインフラ・CRM・テキスト解析関連)、ソーシャルメディアによるサービス提供のベストプラクティスなどをまとめ、概略下記の構成でお届けいたします。

目次

  • エグゼクティブサマリー
  • イントロダクション
  • ソーシャルメディアを利用したカスタマーサービス/コンタクトセンターの動向
  • ソーシャルメディアを利用したカスタマーサービス/コンタクトセンターの課題
  • カスタマーサービス/コンタクトセンター向けソーシャルメディアの予測
  • ソーシャルメディアによるインタラクション:なぜサービス部門が扱うべきか?
  • 企業およびカスタマーサービス/コンタクトセンターによるソーシャルメディアの利用とメリット
  • カスタマーサービス部門・コンタクトセンター向けソーシャルメディアの利用の開始
  • 適切なソーシャルメディア経路の選定
  • ソーシャルメディアによるカスタマーサービスの課題解消のためのSLA
  • カスタマーサービス部門のためのソーシャルメディア関連のルール
  • ソーシャルメディアによるカスタマーサービスのメトリクス
  • ソーシャルメディアにおけるセキュリティおよびデータ保護上の課題
  • ソーシャルメディアによるカスタマーサービス/コンタクトセンター:提案されているサービスの枠組み
  • カスタマーサービス/コンタクトセンターにおけるソーシャルメディアの利用:導入先環境
  • コンタクトセンターインフラ
    • 定義
    • コンタクトセンターインフラにおけるソーシャルメディアの動向
    • コンタクトセンターインフラにおけるソーシャルメディアの課題
    • コンタクトセンターインフラ用ソーシャルメディアのプロファイル
      • Avaya
      • Cisco
      • Interactive Intelligence
    • コンタクトセンターインフラベンダーとソーシャルメディアの機能
  • CRM
    • 定義
    • 動向
    • 課題
    • ソーシャルCRMの能力
    • カスタマーサービス/コンタクトセンターのCRMでのソーシャルメディア利用:プロファイル Lithium Technologies
  • テキスト解析
    • 定義
    • 動向
    • 課題
    • カスタマーサービス/コンタクトセンターのテキスト解析でのソーシャルメディア利用
      • NICE Systems
      • Verint Systems
  • 付録:用語
  • 図表
目次

Abstract

In its first Social Media Customer Service/Contact Center Product and Best Practices Market Report, the only report of its kind in the market, DMG Consulting offers an inside look at the fast-moving world of social-media-based customer care and the urgent push for enterprises to provide customer service via social platforms. This Report is the go-to guide for companies that want to understand the social media customer experience opportunity and the immediate steps they must take to ensure that they can deliver what customers are expecting via social networking. DMG explores the thinking behind social customer care strategies, identifies the necessary technology and application building blocks, and reveals the best practices companies need in order to build and run an effective social media servicing environment. DMG critiques and analyzes the vendor landscape and evaluates available solutions to help customer service, contact center and IT leaders make sound purchasing decisions. The Report also shares KPIs and key metrics to help make the addition of this new and crucial channel as seamless as possible.

Social media is an undeniable part of most people's daily lives, as the average Internet user is connected to some device capable of social networking during nearly all of his or her waking hours. With an estimated one billion Facebook users and 200 million Twitter users alone, it's no surprise that after years of talk about the rise of social media as a customer service channel, its time has finally come.

A majority of social media platforms are utilized for commentary. These comments are often service-oriented, but most companies did not recognize the need to deliver customer service in this mode of communication. Until now. A large volume of interactions are now coming into organizations directly via social channels, and increasingly customers who start in a traditional servicing channel, such as a contact center, are turning to social media if they do not receive the answer they want from an organization. A growing number of consumers have learned that they can skirt the established policies of more traditional service channels by using social media. And many people have already learned that their issue will be addressed more quickly by "going social" because companies fear social media's ability to turn a small issue or unaddressed concern into a viral PR disaster, a dangerous trend that needs to be addressed.

The 2012-2013 Social Media Customer Service/Contact Center Product and Best Practices Market Report reveals how social networking is challenging organizations to reevaluate their approach to customer service and how they should be addressing this new take on a multi-channel opportunity. DMG asserts that all organizations must modify their servicing strategies and processes to accommodate and leverage the reality that is social media. The challenge is that most contact centers have not kept pace with the social revolution, and they are uncertain about how to evolve their organization and technology infrastructure to support these interactions and integrate them into their overall servicing strategy. Complicating the challenge is the lack of true social media servicing solutions. Contact center vendors from all disciplines, including automatic call distributors (ACD), customer relationship management (CRM), recording, workforce management (WFM), quality assurance (QA), and others are just beginning to figure out how to provide solutions to help enterprise customers effectively track, manage and respond to social interactions at scale. Delivering universal queuing solutions is a great first step, but not enough to enable enterprises to address large volumes of social media feedback, comments and inquiries effectively.

DMG has analyzed the social media customer service/contact center servicing challenge for years, seeking viable solutions and best practices to help enterprises navigate this service channel cost effectively. Currently, there are three vendor segments delivering solutions to address this challenge, with more on the way. The three leading sectors are:

1. Contact center infrastructure - enables users to route and queue social media interactions, primarily Facebook and Twitter. Leading vendors in this segment have added social media routing and response management capabilities, often making them available as add-on functions. As demand grows, vendors will build out their offerings based on customer input and with added help from partner/thirdparty applications.

2. CRM - provides limited functionality to address social media. New and existing vendors are introducing capabilities to help enterprises receive, manage, track and respond to social media feedback, comments and inquiries.

3. Text analytics - helps end users structure social media interactions and find embedded meaning and insights so that these transactions can be properly routed and handled. The rise of social media has made text analytics a necessity for any organization that is attracting significant attention in the social world. Text analytics is only one piece of the endto- end servicing framework required to properly handle social media interactions, but it is a critical one.

Hundreds of vendors claim they are the perfect choice when it comes to selecting a social media customer service/contact center technology partner.

Yet, there is no single solution that comes close to addressing all end-user needs. Those who want an end-to-end social media contact center/customer service solution will need to purchase a few applications and integrate them, as well as tie them into the existing servicing infrastructure. Getting started is challenging and expensive. This Report explains the necessary application building blocks and helps enterprises prioritize their social media needs. The need for an end-to-end contact center servicing suite, and even best-ofbreed applications to address specific aspects of the challenge, is enormous.

And that need is only going to grow as more organizations realize they have no choice but to build a servicing infrastructure and organization that enables them to respond to social media comments and interactions in a timely manner. In the history of the contact center, no channel has ever rivaled the power, influence or volume of activity of the telephone. Yet, DMG predicts that within five years, the number of relevant social media interactions will be equal to the number of phone interactions, with 70%-80% of them being service-oriented and requiring attention. Many organizations will avoid building formal social media servicing capabilities for as long as possible. DMG expects that 80% of organizations will under-invest in this area over the next four years. For those companies, the result will be a costly and potentially brand-beating customer revolt. And the opposite is also true. For companies that do invest properly, there is a great opportunity to become differentiated from their competitors.

Now is the time for all organizations to take social media seriously and rethink how they handle all of their servicing channels. To help end users, the 2012- 2013 Social Media Customer Service/Contact Center Product and Best Practices Market Report offers a technology servicing framework, best practices and guidelines to enable organizations to build a social media servicing operation.

The 2012-1013 Social Media Customer Service/Contact Center Product and Best Practices Market Report is the only industry research report of its kind. It provides tangible, actionable advice for organizations ready to embrace the use of social media for customer service. Readers will learn about getting started, selecting the right social media channels to adopt, establishing service level agreements for handling customer service issues via social media, rules of engagement for using social media as a customer service channel, how to address security and data protection concerns, and more. DMG proposes a framework for folding social media into an enterprise customer service/contact center environment, complete with the required technical components, core administrative tools, servicing functionality and management applications. The Report also explores the leading functionality available in the market to assist enterprises in building these environments. The Report highlights Avaya, Cisco and Interactive Intelligence for universal queuing functionality; Lithium for CRM capabilities; and NICE and Verint for text analytics

Key Reasons to Buy This Report

  • Analysis of how social media is challenging organizations to rethink their approach to service and support
  • Examination of customer service/contact center social media market trends and challenges, and their impact on vendors and end-user organizations
  • The five critical servicing projections that are altering the way organizations approach the customer service aspects of social media
  • Discussion of why contact centers are optimally positioned to "own" the social media servicing channel, and best practices for making this happen
  • Review of the top social media business and customer service use cases and benefits
  • Best practices and tactics for building social media servicing organizations
  • Guidelines for determining the right social media channels for a particular organization
  • Establishing social media service level goals by site
  • Introduction of social media metrics for measuring how well service organizations are meeting their goals
  • Etiquette and rules of engagement for customer service and contact centers to use in handling social media interactions
  • Examination of social media security and data protection issues and protocol
  • Presentation of the functional components and technology required to build social media servicing suites
  • Analysis and review of the three primary customer service/contact center social media technology sectors: contact center infrastructure, CRM, and text analytics
  • Detailed vendor directories for the three primary customer service/contact center customer service IT segments
  • Company reports for leading customer service/contact center social media servicing applications in this emerging market
  • Glossary of customer service/contact center social media terms

Report Highlights

Social media is forcing companies to rethink their servicing strategies, and vendors are playing catch-up: Multi-channel customer service takes on a new meaning when social media is finally acknowledged as a viable channel. Organizations must rework their strategies and technology environments to accommodate this new mode of communication. Contact center and customer service technology and application vendors late to the game are struggling to deliver functionality to help enterprise customers effectively manage, track and respond to social media service interactions.

Learn how to build a contact center social media servicing infrastructure, and which vendors are best positioned to help: Contact center infrastructure, CRM, text analytics and vendors in many IT segments all claim to have the functionality needed to manage the social media customer service function. DMG proposes an ideal infrastructure, and lays out all of the functional building blocks for creating an effective social media servicing environment, clarifying that there is not yet a single solution that addresses all end-user needs. Integrating multiple applications with one another and with existing servicing infrastructures is the way to go for now.

Obtain best practices and guidelines for building a social media servicing organization, and find out how to do it right the first time: Many questions surround the 'how' of delivering customer service via social media. End users can learn how to set up the organization, which KPIs and metrics are needed to track activity in this new channel, and how to avoid pitfalls of establishing a new social media servicing infrastructure or augmenting an existing one.

The phone may play second fiddle to social media in the near future: DMG predicts that service-oriented social media interactions will surpass phone calls in the next five years. Many companies will resist building a social media servicing strategy and technology infrastructure until, perhaps, a customer backlash occurs. As DMG expects 80% of companies to under-invest in this area, those that use this Report to successfully build a social media servicing infrastructure will have a strategic and cost advantage over their lagging competitors.

Table of Contents

  • 1. Executive Summary
  • 2. Introduction
  • 3. Report Participation Criteria
  • 4. Customer Service/Contact Center Social Media Trends
  • 5. Customer Service/Contact Center Social Media Challenges
  • 6. Social Media Projections for Customer Service/Contact Centers
  • 7. Why Social Media Interactions Should be Handled by Service Organizations
  • 8. Business and Customer Service/Contact Center Social Media Uses and Benefits
  • 9. Getting Started with Using Social Media for Customer Service Organizations and Contact Centers
  • 10. Selecting the Right Social Media Channels for Your Organization
  • 11. Service Level Agreements for Responding to Customer Service Issues via Social Media
  • 12. Social Media Rules of Engagement for Customer Service Organizations
  • 13. Social Media Customer Service Metrics
  • 14. Social Media Security and Data Protection Issues
  • 15. Proposed Social Media Customer Service/Contact Center Servicing Framework
  • 16. The Customer Service/Contact Center Social Media Application Landscape
  • 17. Contact Center Infrastructure Social Media Customer Service Applications
    • 17.1 Definition of Contact Center Infrastructure Social Media Applications
    • 17.2 Contact Center Infrastructure Social Media Trends
    • 17.3 Contact Center Infrastructure Social Media Challenges
    • 17.4 Profiled Contact Center Infrastructure Social Media Applications
      • 17.4.1 Avaya
      • 17.4.2 Cisco
      • 17.4.3 Interactive Intelligence
    • 17.5 Contact Center Infrastructure Vendors with Social Media Functionality
  • 18. Customer Relationship Management (CRM) Social Media Customer Service/Contact Center Applications
    • 18.1 Definition of CRM Customer Service/Contact Center Social Media Applications
    • 18.2 CRM Customer Service/Contact Center Social Media Trends
    • 18.3 CRM Customer Service/Contact Center Social Media Challenges
    • 18.4 Social CRM Application Capabilities
    • 18.5 Profiled CRM Customer Service/Contact Center Social Media Applications
      • 18.5.1 Lithium Technologies.
  • 19. Text Analytics Customer Service/Contact Center Social Media Applications
    • 19.1 Definition of Text Analytics Customer Service/ Contact Center Social Media Applications
    • 19.2 Text Analytics Customer Service/Contact Center Social Media Trends
    • 19.3 Text Analytics Customer Service/Contact Center Social Media Challenges
    • 19.4 Profiled Text Analytics Customer Service/Contact Center Social Media Applications
      • 19.4.1 NICE Systems
      • 19.4.2 Verint Systems
  • Appendix: Glossary of Customer Service/Contact Center Social Media Terms

Table of Figures

  • Figure 1: Customer Service/Contact Center Social Media Trends
  • Figure 2: Customer Service/Contact Center Social Media Application Challenges
  • Figure 3: DMG Social Media Service-Related Projections
  • Figure 4: Common Business Uses for Social Media
  • Figure 5: Types of Information Gleaned from Social Media Interactions
  • Figure 6: Contact Center and Customer Service Uses and Benefits of Social Media
  • Figure 7: Top 10 Social Media Channels
  • Figure 8: Top Social Media Sites by Category
  • Figure 9: SLAs for the Top Social Media Channels
  • Figure 10: Social Media Rules of Engagement for Customer Service/Contact Center Organizations
  • Figure 11: Social Media Customer Service Metrics
  • Figure 12: Customer Service/Contact Center Social Media Security and Data Protection Guidelines
  • Figure 13: Social Media Customer Service Building Blocks
  • Figure 14: Trends for Contact Center Infrastructure Social Media Solutions
  • Figure 15: Challenges for Contact Center Infrastructure Social Media Solutions
  • Figure 16: Contact Center Infrastructure Vendors with Social Media Functionality
  • Figure 17: Trends for CRM Customer Service/Contact Center Social Media Applications
  • Figure 18: Challenges for CRM Customer Service/Contact Center Social Media Applications
  • Figure 19: CRM Customer Service/Contact Center Social Media Applications
  • Figure 20: The Classic Text Analytics Process
  • Figure 21: Trends for Text Analytics Customer Service/Contact Center Social Media Applications
  • Figure 22: Challenges for Text Analytics Customer Service/Contact Center Social Media Applications
  • Figure 23: The New Voice of the Customer Concept
  • Figure 24: Text Analytics Vendors with Customer Service/Contact Center Social Media Functionality
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