Archive for June, 2013

Getting an omni-channel customer service experience as a Virgin advocate

Posted on: June 10th, 2013 by Fransgaard 23 Comments

Those of you who have known me for a few years will know I am a big fan of Virgin. And I’ve been vocal about this: I like Virgin Media, when I can I fly Virgin Atlantic and I recently signed up for a Virgin credit card to get points to fly more with Virgin Atlantic.

And I did this long before Virgin gave me any special treatment. And frankly I didn’t need it as their customer service has always delivered.

The real benefits of being an advocate emerges

But then I realised their Social Media team began responding faster to tweets I wrote about Virgin. I also noticed I was receiving a few preferential treatments that appeared to be linked to conversation in the social sphere. All good stuff.

But this escalated a few weeks back when a Virgin Engineer didn’t show and after a quick call to customer services it turned out nobody had been booked until the following week, which I didn’t know and when I wouldn’t be home.

Frustrated about this I did what any civilized person would do: Rant on Twitter!

The Virgin Social team got back to be straight away as expected, but there was a change in behaviour: Rather than a standard customer services conversation, they had been empowered to give me a more personalised treatment, that started by sending me to a form reserved for social media advocates.

This resulted in a phone conversation with Dan, a very helpful member of the social media team who encouraged me to use him as a contact point to get the problem solved. And while it turned out he could not do anything to change the allocated time (due to available resources) he did offer a range of new options much more suitable to my current personal situation.

Dan, my personal Virgin Concierge

If I ever have a problem with Virgin Media again, I will call Dan. I won’t go to customer services, or tweet. I will call Dan.

But here’s what’s makes me curious: What if I have a problem with my next Virgin Atlantic flight or I lose my Virgin credit card? Can I call Dan as well? Can he help me out across Virgin brands? Is he a true dedicated Omni-channel customer services representative?

The unexpected benefits of the Social Serendipity that manifests within the Social Business

Posted on: June 8th, 2013 by Fransgaard 8 Comments

In March, Altimeter Group released a great report “The Evolution of Social Business: Six Stages of Social Business Transformation“.

In the report they draw up this diagram to show how social media doesn’t just sit in the marketing department, but touches and enhances all the different business areas.

altimer-diagram

However, to me the diagram also hints of two other elements:

  1. A single, uniform User Experience
  2. Social Serendipity

1: A single, uniform User Experience

Internal social initiatives often suffer from being departmentalised, which means while each business area deploys social tools, their user interface and technology may differ vastly between departments making it very hard both for the system and its users to collaborate, share information and move frictionlessly between departments.

A single, coherent User Experience is as important for employees as it is for customers to maximise value of the system as a whole.

singlux

2: Social Serendipity

Once all departments have embraced social media and it has become part of their daily routine, “things” start to happen.

Information flows across the company from people who know something, have an idea about something, to people who are looking for something and can make something happen.

The company collectively invents new ways of working, new products, new ways of approaching customers, new ways of involving vendors, and it all falls under flags like “it just makes sense” and “why haven’t you told me you needed that before?”.

How did this happen? It happened because of the serendipity environment that manifests itself as a result of increased connectivity and speed or the organisation’s social efforts.

Could these benefits have been set as targets when the organisation started becoming a Social Business? No. These benefits emerges as a result of the business fundamentally changing it’s core processes and business models as a result of becoming a true Social Business.

serendipity

5 tips to make your presentation sharable in social media

Posted on: June 6th, 2013 by Fransgaard 4 Comments

I only managed to go to Digital Shoreditch for one day this year but what a great day. I was tweeting through the whole day and I noticed:

Some presentations are far easier to instantly share than others.

Here are the 5 things I think will help make your presentations easier to share by your audience as you present them.

5 tips to make your presentation sharable in social media from Robert Fransgaard