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Engaging the Social Customer

This document discusses engaging customers on social media. It highlights some key challenges companies face with social customer engagement, including maintaining brand representation, creating relevant content, controlling their network of social profiles, and providing a consistent customer experience across channels. Specific issues mentioned are unrelated/irrelevant posting, page inactivity, spam/abuse, timely responses, ownership of profiles, access controls, opportunity monitoring, and creating simple repeatable processes. The document emphasizes the importance of social media for learning about customers and turning insights into faster actions than competitors.

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Engaging the Social Customer! Jeremi Karnell ! CEO! ! !
onetooneglobal.com | @OnetoOneGlobal 2!
onetooneglobal.com | @OnetoOneGlobal 3!
onetooneglobal.com | @OnetoOneGlobal 4!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 5!
Source: Altimeter onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 6!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 7!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 8!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 9!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 10!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 11!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 12!
Source: mullen! 13!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 14!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 15!
onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 16!
Thank you! JEREMI KARNELL! One to One Global! Inspiring Human Perspective " " 465 Medford Street, Suite 300! Charlestown, MA 02129! USA! ! phone: +1 617 425 7369! email: jkarnell@onetooneglobal.com ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Innovation Communities! Dr. Philip Rhodes! Managing Director, EVP! ! ! !
A Brief ʻHistoryʼ of Design! Design teams-collaborating/! Idea generation and filtering multi-disciplinary experts! via crowds! Ego- Digital- User- Social- centric! centric! centric! centric! Individual Designer is ʻkingʼ! User is central to the process Design with a capital ʻDʼ! – user needs! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 19!
Why is ʻSocial Centricʼ Important?! We only have two sources of competitive advantage – the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition " Jack Welch ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 20!
But What is ʻSocial Centricʼ?! Placing the end-user/customer at the heart of the design process! Adhoc Research! But now there are so many different ways to learn about customer needs, the competitive landscape, capturing customer feedback, etc.! Innovation Design Tracking, Analytics, community! Insights! etc.! Monitoring the 
 Social Web! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 21!
Monitoring the Social Web! Using social media to understand/monitor:! •  Sentiment (positive/negative/neutral)! •  Volume! •  Topics! •  Influencers! Some very useful tools :! Does it really provide ideas? Or just provide feedback on the what is already occurring/existing?! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 22!
Monitoring the Social Web! GAP rebranding, reverting to original branding in 2010! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 23!
WHAT IS AN INNOVATION COMMUNITY? ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Innovation Community! •  A communication and information solution combining virtual social interactions! •  Space where members share a common interests, ideas, goals, etc. and who agree to interact and collaborate together! •  Members provide rich information about themselves, their interests, likes, dislikes, providing ideas, suggestions, and criticisms on brands, products and services! •  Members are able to develop personal relationships! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 25!
What Happens in an Innovation Community?! Members are engaged in many ways:! • One-way blogging! • Two-way forums/sharing! • Voting on ideas! • Suggestion boxes! • Virtual group discussions! • Invited to ʻoff-lineʼ interviews/groups! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 26!
Type of Community! One to One Insight ʻInnovation Communityʼ is:! Invited to participate! Register! • A ʻclosedʼ community with individuals (customers invited to participate, and Learn more about the ʻCommunityʼ! Login! requiring them to login to use the community)! •  Forums! • Reasons for ʻclosed communityʼ! •  Polls! •  Surveys ! •  Allows greater depth of Community ʻInnovation •  Post media 
 analysis! management! Communityʼ! (videos, etc.) ! •  Social media •  More privacy and greater integration! confidentiality for members and •  Rating ideas! for the client! •  Member profiling! •  Reward/incentive scheme ! •  Community Health! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 27!
Benefits of an Innovation Community! •  Access to a group of customers instantly! •  Feedback in real-time ! It is not for everyone:! •  Throw questions/ideas/concepts to obtain immediate reactions! •  Transparency/openness! •  Iterate ideas – cycle ideas! •  Dynamic/responsive! •  Deep profiling of members! •  Every data point is added to the panel – more and more detail ! •  It costs…! •  An engaged community leads to a higher response rates up to 50%! •  Centralised data - longitudinal! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 28!
CAN ʻSOCIAL CENTRICʼ ACTUALLY WORK?! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Gamers Solve Biological Puzzle! •  Solving AIDS enzyme problem (protein structure predictions)! •  Gamers were able to solve this problem in 3 weeks ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 30!
Dell Thinks so…! •  www.ideastorm.com! •  Launched February 2007! •  One of first feedback communities to allow members to vote each otherʼs ideas up (and down)! •  Has generated 15,000+ ideas submitted by 6,000 members; average idea generates about 8 comments and 8 votes! •  Dell has implemented … 400+ ideas! •  30+ Dell employees participate, as members of a team called Communities and Conversations ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 31!
Case Study! Innovation Community was implemented during the design and development of the TicketRush product and was used to generate ideas, capture feedback and influence the actual design and development of the product! ! The community was composed of ʻteenagers/young adults with an interest in musicʼ! ! The community was ʻliveʼ for 3 months and included 400 individuals! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 32!
Case Study! Objectives! •  Provide feedback on the design/solution! •  Differentiate solution from its competitors! •  Identify new features e.g. e-tickets, etc.! •  Recommend improvements! •  Consider platforms e.g. mobile/tablet! •  Build deeper customer profiles ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 33!
Case Study! Activities! •  Continual blogs! •  Off topic discussions – very important (information landscaping)! •  Weekly/Twice monthly polls! •  Monthly surveys! •  Ad-hoc virtual focus groups! •  Remote usability interviews! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 34!
Case Study: Screens! Home! ! Introductory screen, provides an introduction to the community, invites participants to register and sign-in! ! Home screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 35!
Case Study: Screens! Registration! ! Very simple registration process, including 3 pages.! ! Registration Screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 36!
Case Study: Screens! Welcome! ! When the member is signed in, they can check on the latest activities e.g. participate in the forum, complete a survey, poll, etc. ! ! Welcome Screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 37!
Case Study: Screens! My Surveys: Branding Forum! ! Example of the one of the forums, focusing on Brand.! ! All members can comment on the discussion topic, they can exchange ideas, post images and link to social media sites.! ! ! My Surveys: Forum Screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 38!
Making an Innovation Community Work!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 39!
Case Study! Members of the community! Membersʼ needs 4 ways:! Insider - Hyper-actives! INTRINSIC EXTRINSIC Self needs! •  Receive some internal reward! •  15% of total Chance at Cash Per SELF community! Interesting Cash/Prize •  Receive external reward! Survey Enjoyable Reward Needs of others! •  Skewed to younger Curiosity •  Others will receive some internal 
 (males)! reward! Interact with If I won't, no •  Heavy users of the Community panel •  Others will receive some one will mobile apps! Asked to members external reward! participate •  Predominately Make opinion Comparing Self - Self - focussed on niche count Intrinsic! Extrinsic! Help responses musical genres! OTHER organizations Others value Support good improve my opinion cause Others - Others - Intrinsic! Extrinsic! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 40!
MAKING AN INNOVATION COMMUNITY WORK!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Making an Innovation Community Work!! 1. Objectives ! 2. Have the right team! 3. Understand the members ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 42!
Making an Innovation Community Work!! 1! Define the objectives of the community! •  Drive innovation! •  Enable deep insight into market drivers and user attitudes! •  Get more timely, relevant information on product features, and opportunities that are specific to particular users! •  Help to gain competitive advantage! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 43!
Making an Innovation Community Work!! 2! Have the right team! •  Must have an advocate in the broader team (client side)! •  Focus on tangible benefits of the community! •  Ensure all stakeholders understand what the community can/cannot do! •  Note many different departments are likely to find the community useful, ensure that there are clean lines of responsibility for interacting with the community! •  Guidelines are very important ! •  Personnel – ʻCommunity Strategistʼ and/or ʻCommunity Managerʼ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 44!
Making an Innovation Community Work!! 3! Understand the community members: motivation! Fun! Status & recognition! Socialise! Work Feel part of related! Learning! something! Career Develop advancement! Passionate! skills! Motivation is Complex - 
 Financial! Without Motivation there is No Community!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 45!
CONCLUSIONS! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Conclusions! Ten rules for a successful Innovation Community ! 1.  Define and understand your goals! 2.  Bigger communities give you better data than smaller communities! 3.  It's not a community if members can't or won t talk to one another! 4.  Develop a thick skin! 5.  Learn from the negative! 6.  Show members what others think! 7.  Share the changes inspired by the community! 8.  Devote the time and the staff required! 9.  Invest in content/feature to engage and motivate! 10.  Enjoy the process! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 47!
Reading! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 48!
Thank you! DR. PHILIP RHODES! One to One Global! Inspiring Human Perspective" " The Media Centre! 3 - 8 Carburton Street! London W1W 5AJ! ! phone:  +44 207 886 8243! email: prhodes@onetooneglobal.com  ! 
 ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Paul Hedgeland! Director, European Operations ! ! !
Today's Discussion - Four Key Challenges ! •  Brand representation! •  Content ! •  Network control / visibility! •  Experience consistency! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 51!
Branding Challenges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 52!
Branding Challenges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 53!
Branding Challenges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 54!
Content Challenges! •  Posting unrelated non relevant content! •  Page inactivity! •  Maintain edge rank (get in the inbox)! •  Prevent spam and abuse! •  Respond to questions in a timely manner onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 55!
Content Challenges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 56!
Content Challenges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 57!
Content Challenges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 58!
Network Challenges! •  How many endpoints do I own?! •  User access! •  Corporate control! •  Abuse monitoring! •  Opportunity monitoring! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 59!
Experience Challenges! •  Simple repeatable user experience! •  Consistent information presented in a consistent format! •  Think of the ʻHomeʼ function or ʻContact Usʼ page in websites! •  How to apply this across 10s-100s of separate Facebook or Twitter profiles! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 60!
Roles and Responsibilities! THE PEOPLE BEHIND SOCIAL! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Corporate Social Org Structure! Strategist:! - Brand owner / protector! -  Global reports! -  Corporate feeds! Business Unit Liaison:! - Regional feeds! - Regional reports ! Managers:! - Local content feeds! -  Local reports! Page Owners:! - User control! - Page reports only! - Sales alerts! -  Abuse alerts! -  Local unique content! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 62!
SOCIAL MEDIA STRATEGIES! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 63!
MessageMaker Social! CUSTOM TAB MANAGEMENT! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 64!
Simple Landing Tab Examples! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 65!
Simple Landing Tab Examples! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 66!
CMS Driven Landing Tab Example! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 67!
MessageMaker Social! CONTENT! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Basic Segmentation !! •  Language! •  Regional! •  Product! •  Service! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 69!
Segment Using Facebook! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 70!
Segment Using Twitter! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 71!
Advanced Segmentation! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 72!
Content Feeds! Content subscriptions are feeds managed by Head Office or Regional teams to provide timely, targeted content. New content appears on the walls of subscribed pages each time it is published. ! ! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 73!
Local Content! •  Bring personality to your local content! –  Local content creates natural engagement! •  Boost engagement through relevance! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 74!
Open Graph Protocol! •  Integrate your Web pages into the social graph ! •  Create Facebook content streams in real time! •  Systematically segment and target audiences! •  No incoming posts to manage – its a one way street! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 75!
MessageMaker Social! SOCIAL MEDIA MANAGEMENT SYSTEMS (SMMS)! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Who are SMMS Aimed at?! •  People who value segmentation vs. fragmentation – consistent brand representation! •  Companies with social at scale! –  MD, CMOʼs, Social Strategists, Heads of Digital! –  Companies with distributed consultants/ sales forces who use social media to sell or promote! –  Retail chains or franchises! –  Companies with diverse product ranges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 77!
Key Features! •  Pro-actively listen to your networks (internal/external)! •  Manage teams, permissions and sign-off! •  Archive content! •  Subscription feed management! •  CMS driven custom page tabs! •  At a glance dashboards for network stats! •  Social on the move – iPhone/Android apps! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 78!
Summary! •  Take control of your network/brand! •  Monitor, react, grow! •  Target through segmentation! •  Compliance archive ! •  Mobile and desktop! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 79!
Thank you! PAUL HEDGELAND! One to One Global! Inspiring Human Perspective" 
 The Media Centre! 3 - 8 Carburton Street! London, UK W1W 5AJ! ! p  +44 7930 247 191! Email: phedgeland@onetooneglobal.com ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Managing the Multi-Channel Customer Experience! ! Ben Masson! ! Customer Experience Strategist ! ! ! ! ! ! !
Todayʼs Reality! Weʼre in the “Age of the customer”!!!! •  Customers...! –  Constantly connected! –  Empowered! –  Rule!! •  Companies...! –  Canʼt hide! –  Forced to react! –  Want control! –  Want to keep customers happy!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 82!
Age of the Customer! Internet reseller of consumer electronic products based in the UK" ! Facebook campaign: ! •  £1 clearance sale (for 12 hrs)! •  Scheduled to start Monday 28th Nov at 11am! £1 clearance sale announcement on ebuyer.com Facebook page" onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 83!
Age of The Customer! What happened:! •  Website crashed between 10:36-12:00 due to overwhelming demand! ! The reaction:! •  15 k conversations about:! –  Disappointment, frustrations, worries, complaints, etc! •  Other 3rd parties got involved! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 84!
Age of the Customer! •  Direct impact on brand perception and customer satisfaction! Customer Satisfaction! Positive! Sale! Negative! Now! Announcement! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 85!
Customer Experience Strategy! What is it?! The Plan" Strategy" •  A plan that guides the activities and resources required to deliver a consistent multi-channel customer experience. (online and offline)! •  The main goal is to match or exceed customer expectations! Resources and Activities" Customer Experience" onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 86!
Why itʼs Important?! Companies often involuntarily work in silos...! ! Product! Customer Service! Marketing! Sales! ! Planning ! Call Center! IVR! Marketing Media! Area Managers! ! Chat! Social Communications! ATL/BTL! Online/Offline! Salesforce! Distribution ! Search Media! ! R&D! Support In-Store! Website! Marketing! Content! Mobile/Tablet ! ! Assurance! Quality Training! CRM! Customer In-Store! Email/DM! ! Experience Strategy! PR! ! A strategy can provide direction and help support cross-functional teams in delivering the best experience possible.! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 87!
Priorities in 2011/12 ! Focus is on:! 1. Online! 2. Cross-channel! 3. Social media ! 4. Mobile ! 5. Call Center ! 6. Retail ! 7. IVR ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 88!
Top Challenges! Challenges to customer experience efforts:! ! •  Lack of a clear strategy! •  Too many internal priorities! •  Internal conflicts! •  Limited funds! •  Lack of leadership/skills with Customer Experience! •  Low understanding of customers! A customer experience strategy will tackle these challenges by giving the organisation a clear sense of direction. ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 89!
Managing the Multi-Channel Customer Experience ! PLAN OF ACTION! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
Plan of Action! 1) Map your ecosystem! 2) Assess the current state! 3) Define the customer experience strategy! 4) Validate the strategy! 5) Implement, monitor and optimise! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 91!
1) Map Your Ecosystem! Your Ecosystem! Your customer Your resources! touchpoints! Employees! Customers! Data & Technology! Partners! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 92!
1) Map Your Ecosystem! Discover! Evaluate! Purchase! Access! Use! Support! Re-engage! Compares Purchase Receives Use of Issue with Re-purchase! Customer Becomes with other confirmation online! goods! product! Experience! aware of brand! brands! Product delivery! Time Scale! -60 days! -12 days! Day O! 24-72 hrs! +12 mt! +24 mt! +26 mt! Drop off -10%! -40%! -1%! -10%! -5%! -40%! rates! Purchase Purchase Product usage:! Advertising Review Support:! Re-purchase:! Customer Touchpoints! process:! confirmation:! • Collaterals! • Print! on:! products on:! • IVR/Phone! • Loyalty program! • Phone ! • SMS! • Instructions! • Billboards! • Brand site! • Social! • Special offers! • In-store! • Website! • Email! • Add-ons! • Magazine! • Competitor • Chat! ! • Website! sites! • Brand Website! CRM! • Email! • Call • Online ads! • Review sites! • Post! center! • Blogs! Payment • Store displays! Sharing • Social options:! Delivery:! • Social • QR codes! experience:! networks! • Credit cards! • FREE! media! • Fan pages! • Debit cards! • Express! • Etc! • Review sites! • Paypal! • Evening! • Etc! • Internal • Internal • Suppliers! • Agencies! • Internal • Agencies! Resources • Service vendors! and stakeholders! stakeholders! • Fulfilment house! • Delivery suppliers! stakeholders! • Databases used! • Delivery suppliers! technology! • Agencies! • Datasources! • Databases! • Databases used! • Agencies! • Databases used! ! ! • Processes! ! ! ! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 93!
2) Assess the Current State! VoC program! Business Goals! •  Coverage! •  Revenue model! •  Accuracy! •  Service costs! •  Independent review! •  Level of satisfaction! •  Conversion rates! Customer Needs and Perceptions! Brand Goals! • User research! •  Brand positioning! • Expert reviews! •  Brand values! •  Target audience! Customer •  Customer service Journeys! statement! •  Tracking of online & offline behaviours! •  Volumes & Conversations! Constraints ! •  Business rules & policies! •  Known issues (resources, Competitive budget, technology)! Landscape! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 94!
3) Define the Customer Experience Strategy! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 95!
3) Define the Customer Experience Strategy! Desired Change Prioritization of Customer Management! KPIs! Efforts! Experience! Planning ! • Articulate the • Scoping of • Culture change! • VoC program desired customer initiatives! • Governance! requirements! experience • Review of • Infrastructure/ • Internal employee (statement + values)! resources & budget! technology assessment • Define role of each • Prioritisation of requirements! requirements! channel! initiatives! • Impact on resources • Ongoing monitoring • Cross-channel and budget! and optimisation! recommendations! • Internal buy-in! • Create initiatives! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 96!
3) Define the Customer Experience Strategy! Get internal buy-in! •  Package the strategy in a compelling way to obtain internal buy-in ! •  Provide a vision of the experience going The strategy forward (using interactive content)! ! ! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 97!
4) Validate Your Strategy! Test your strategy! •  Create mock-ups of your recommended changes and test with users! •  Benchmark changes in behaviours! •  Fine-tune if necessary! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 98!
5) Implement, Monitor and Optimise! Milestone Milestone Milestone 1! Milestone 2! 3! 4! ! Follow the plan! •  Internal training! •  Roll out (gradually)! •  Monitor/track! •  Benchmark against KPIs! •  Optimise! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 99!
Managing the Multi-Channel Customer Experience ! CASE STUDY! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 100!
AOL! •  A customer tried to cancel his AOL broadband account! •  This is what happened... ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 101!
AOL! What went wrong?! How could it be improved?! •  Long waiting time (15 min)! •  Review IVR system, call waiting options and •  Poor call handling! call prioritisation! –  No authentication! •  Review internal training program! –  Customer authentication procedure! –  Wrong tone! –  Poor retention! –  Tone! –  Call handling techniques (retention)! –  Review employee assessment program! –  Donʼt reward non-compliant employee performances! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 102!
American Airlines! •  United Airlines staff were seen throwing luggage in the hold! •  Dave Carrollʼs guitar was broken in the process! •  This is the story of his 9 month struggle to gain compensation for the damage done to his guitar...! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 103!
How a Strategy Will Help?! What went wrong?! How could it be improved?! •  No action from in-flight crew when incident •  Centralised customer service! occurred! •  Centralised data management! •  Airline companies pointing fingers at each •  Clear policies with regards to damaged goods! other (Air Canada and United Airlines)! •  Internal training on customer handling process •  Airline offices also pointing fingers (including escalation) ! (Halifax, Omaha, Chicago)! •  Allow/encourage employees to follow up with •  Customer information/history not available customers on case-by-case basis! to all departments from both airlines! •  Poor compensation ($1200 of flight vouchers)! •  9 month struggle!!!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 104!
Managing the Multi-Channel Customer Experience ! 5 TIPS TO BE SUCCESSFUL! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 105!
Tip 1! Donʼt assume you understand your customers! Listen and keep asking… they could change their minds over time! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 106!
Tip 2! Review and assess ALL customer touchpoints! ! ! You could oversee valuable insights! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 107!
Tip 3! Internally and externally You can t please everyone, itʼs a fact! Focus on what matters most. onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 108!
Tip 4! Get your organisation on board!! Everyone must get involved! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 109!
Tip 5! Stay up-to-date!! Things evolve quickly, so will your customer experience strategy! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 110!
Thank you! BEN MASSON! One to One Global! Inspiring Human Perspective ! 
 The Media Centre! 3 - 8 Carburton Street! London W1W 5AJ! ! phone:  +44 207 886 8256! email: bmasson@onetooneglobal.com ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 111!

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Engaging the Social Customer

  • 1.
    Engaging the SocialCustomer! Jeremi Karnell ! CEO! ! !
  • 2.
    onetooneglobal.com | @OnetoOneGlobal 2!
  • 3.
    onetooneglobal.com | @OnetoOneGlobal 3!
  • 4.
    onetooneglobal.com | @OnetoOneGlobal 4!
  • 5.
  • 6.
    Source: Altimeter onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 6!
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
    Thank you! JEREMI KARNELL! One to One Global! Inspiring Human Perspective " " 465 Medford Street, Suite 300! Charlestown, MA 02129! USA! ! phone: +1 617 425 7369! email: jkarnell@onetooneglobal.com ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 18.
    Innovation Communities! Dr. PhilipRhodes! Managing Director, EVP! ! ! !
  • 19.
    A Brief ʻHistoryʼof Design! Design teams-collaborating/! Idea generation and filtering multi-disciplinary experts! via crowds! Ego- Digital- User- Social- centric! centric! centric! centric! Individual Designer is ʻkingʼ! User is central to the process Design with a capital ʻDʼ! – user needs! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 19!
  • 20.
    Why is ʻSocialCentricʼ Important?! We only have two sources of competitive advantage – the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition " Jack Welch ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 20!
  • 21.
    But What isʻSocial Centricʼ?! Placing the end-user/customer at the heart of the design process! Adhoc Research! But now there are so many different ways to learn about customer needs, the competitive landscape, capturing customer feedback, etc.! Innovation Design Tracking, Analytics, community! Insights! etc.! Monitoring the 
 Social Web! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 21!
  • 22.
    Monitoring the SocialWeb! Using social media to understand/monitor:! •  Sentiment (positive/negative/neutral)! •  Volume! •  Topics! •  Influencers! Some very useful tools :! Does it really provide ideas? Or just provide feedback on the what is already occurring/existing?! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 22!
  • 23.
    Monitoring the SocialWeb! GAP rebranding, reverting to original branding in 2010! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 23!
  • 24.
    WHAT IS ANINNOVATION COMMUNITY? ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 25.
    Innovation Community! •  A communication and information solution combining virtual social interactions! •  Space where members share a common interests, ideas, goals, etc. and who agree to interact and collaborate together! •  Members provide rich information about themselves, their interests, likes, dislikes, providing ideas, suggestions, and criticisms on brands, products and services! •  Members are able to develop personal relationships! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 25!
  • 26.
    What Happens inan Innovation Community?! Members are engaged in many ways:! • One-way blogging! • Two-way forums/sharing! • Voting on ideas! • Suggestion boxes! • Virtual group discussions! • Invited to ʻoff-lineʼ interviews/groups! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 26!
  • 27.
    Type of Community! Oneto One Insight ʻInnovation Communityʼ is:! Invited to participate! Register! • A ʻclosedʼ community with individuals (customers invited to participate, and Learn more about the ʻCommunityʼ! Login! requiring them to login to use the community)! •  Forums! • Reasons for ʻclosed communityʼ! •  Polls! •  Surveys ! •  Allows greater depth of Community ʻInnovation •  Post media 
 analysis! management! Communityʼ! (videos, etc.) ! •  Social media •  More privacy and greater integration! confidentiality for members and •  Rating ideas! for the client! •  Member profiling! •  Reward/incentive scheme ! •  Community Health! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 27!
  • 28.
    Benefits of anInnovation Community! •  Access to a group of customers instantly! •  Feedback in real-time ! It is not for everyone:! •  Throw questions/ideas/concepts to obtain immediate reactions! •  Transparency/openness! •  Iterate ideas – cycle ideas! •  Dynamic/responsive! •  Deep profiling of members! •  Every data point is added to the panel – more and more detail ! •  It costs…! •  An engaged community leads to a higher response rates up to 50%! •  Centralised data - longitudinal! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 28!
  • 29.
    CAN ʻSOCIAL CENTRICʼACTUALLY WORK?! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 30.
    Gamers Solve BiologicalPuzzle! •  Solving AIDS enzyme problem (protein structure predictions)! •  Gamers were able to solve this problem in 3 weeks ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 30!
  • 31.
    Dell Thinks so…! •  www.ideastorm.com! •  Launched February 2007! •  One of first feedback communities to allow members to vote each otherʼs ideas up (and down)! •  Has generated 15,000+ ideas submitted by 6,000 members; average idea generates about 8 comments and 8 votes! •  Dell has implemented … 400+ ideas! •  30+ Dell employees participate, as members of a team called Communities and Conversations ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 31!
  • 32.
    Case Study! Innovation Communitywas implemented during the design and development of the TicketRush product and was used to generate ideas, capture feedback and influence the actual design and development of the product! ! The community was composed of ʻteenagers/young adults with an interest in musicʼ! ! The community was ʻliveʼ for 3 months and included 400 individuals! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 32!
  • 33.
    Case Study! Objectives! •  Provide feedback on the design/solution! •  Differentiate solution from its competitors! •  Identify new features e.g. e-tickets, etc.! •  Recommend improvements! •  Consider platforms e.g. mobile/tablet! •  Build deeper customer profiles ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 33!
  • 34.
    Case Study! Activities! •  Continual blogs! •  Off topic discussions – very important (information landscaping)! •  Weekly/Twice monthly polls! •  Monthly surveys! •  Ad-hoc virtual focus groups! •  Remote usability interviews! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 34!
  • 35.
    Case Study: Screens! Home! ! Introductoryscreen, provides an introduction to the community, invites participants to register and sign-in! ! Home screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 35!
  • 36.
    Case Study: Screens! Registration! ! Verysimple registration process, including 3 pages.! ! Registration Screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 36!
  • 37.
    Case Study: Screens! Welcome! ! Whenthe member is signed in, they can check on the latest activities e.g. participate in the forum, complete a survey, poll, etc. ! ! Welcome Screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 37!
  • 38.
    Case Study: Screens! MySurveys: Branding Forum! ! Example of the one of the forums, focusing on Brand.! ! All members can comment on the discussion topic, they can exchange ideas, post images and link to social media sites.! ! ! My Surveys: Forum Screen! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 38!
  • 39.
    Making an InnovationCommunity Work!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 39!
  • 40.
    Case Study! Members ofthe community! Membersʼ needs 4 ways:! Insider - Hyper-actives! INTRINSIC EXTRINSIC Self needs! •  Receive some internal reward! •  15% of total Chance at Cash Per SELF community! Interesting Cash/Prize •  Receive external reward! Survey Enjoyable Reward Needs of others! •  Skewed to younger Curiosity •  Others will receive some internal 
 (males)! reward! Interact with If I won't, no •  Heavy users of the Community panel •  Others will receive some one will mobile apps! Asked to members external reward! participate •  Predominately Make opinion Comparing Self - Self - focussed on niche count Intrinsic! Extrinsic! Help responses musical genres! OTHER organizations Others value Support good improve my opinion cause Others - Others - Intrinsic! Extrinsic! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 40!
  • 41.
    MAKING AN INNOVATION COMMUNITYWORK!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 42.
    Making an InnovationCommunity Work!! 1. Objectives ! 2. Have the right team! 3. Understand the members ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 42!
  • 43.
    Making an InnovationCommunity Work!! 1! Define the objectives of the community! •  Drive innovation! •  Enable deep insight into market drivers and user attitudes! •  Get more timely, relevant information on product features, and opportunities that are specific to particular users! •  Help to gain competitive advantage! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 43!
  • 44.
    Making an InnovationCommunity Work!! 2! Have the right team! •  Must have an advocate in the broader team (client side)! •  Focus on tangible benefits of the community! •  Ensure all stakeholders understand what the community can/cannot do! •  Note many different departments are likely to find the community useful, ensure that there are clean lines of responsibility for interacting with the community! •  Guidelines are very important ! •  Personnel – ʻCommunity Strategistʼ and/or ʻCommunity Managerʼ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 44!
  • 45.
    Making an InnovationCommunity Work!! 3! Understand the community members: motivation! Fun! Status & recognition! Socialise! Work Feel part of related! Learning! something! Career Develop advancement! Passionate! skills! Motivation is Complex - 
 Financial! Without Motivation there is No Community!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 45!
  • 46.
  • 47.
    Conclusions! Ten rules fora successful Innovation Community ! 1.  Define and understand your goals! 2.  Bigger communities give you better data than smaller communities! 3.  It's not a community if members can't or won t talk to one another! 4.  Develop a thick skin! 5.  Learn from the negative! 6.  Show members what others think! 7.  Share the changes inspired by the community! 8.  Devote the time and the staff required! 9.  Invest in content/feature to engage and motivate! 10.  Enjoy the process! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 47!
  • 48.
    Reading! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 48!
  • 49.
    Thank you! DR. PHILIP RHODES! One to One Global! Inspiring Human Perspective" " The Media Centre! 3 - 8 Carburton Street! London W1W 5AJ! ! phone:  +44 207 886 8243! email: prhodes@onetooneglobal.com  ! 
 ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 50.
  • 51.
    Today's Discussion -Four Key Challenges ! •  Brand representation! •  Content ! •  Network control / visibility! •  Experience consistency! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 51!
  • 52.
    Branding Challenges! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 52!
  • 53.
    Branding Challenges! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 53!
  • 54.
    Branding Challenges! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 54!
  • 55.
    Content Challenges! •  Posting unrelated non relevant content! •  Page inactivity! •  Maintain edge rank (get in the inbox)! •  Prevent spam and abuse! •  Respond to questions in a timely manner onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 55!
  • 56.
    Content Challenges! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 56!
  • 57.
    Content Challenges! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 57!
  • 58.
    Content Challenges! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 58!
  • 59.
    Network Challenges! •  How many endpoints do I own?! •  User access! •  Corporate control! •  Abuse monitoring! •  Opportunity monitoring! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 59!
  • 60.
    Experience Challenges! •  Simple repeatable user experience! •  Consistent information presented in a consistent format! •  Think of the ʻHomeʼ function or ʻContact Usʼ page in websites! •  How to apply this across 10s-100s of separate Facebook or Twitter profiles! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 60!
  • 61.
    Roles and Responsibilities! THE PEOPLE BEHIND SOCIAL! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 62.
    Corporate Social Org Structure! Strategist:! - Brand owner / protector! -  Global reports! -  Corporate feeds! Business Unit Liaison:! - Regional feeds! - Regional reports ! Managers:! - Local content feeds! -  Local reports! Page Owners:! - User control! - Page reports only! - Sales alerts! -  Abuse alerts! -  Local unique content! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 62!
  • 63.
    SOCIAL MEDIA STRATEGIES! onetooneglobal.com| @OnetoOneGlobal #socialcustomer! 63!
  • 64.
    MessageMaker Social! CUSTOM TAB MANAGEMENT! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 64!
  • 65.
    Simple Landing TabExamples! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 65!
  • 66.
    Simple Landing TabExamples! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 66!
  • 67.
    CMS Driven LandingTab Example! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 67!
  • 68.
    MessageMaker Social! CONTENT! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 69.
    Basic Segmentation !! •  Language! •  Regional! •  Product! •  Service! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 69!
  • 70.
    Segment Using Facebook! onetooneglobal.com| @OnetoOneGlobal #socialcustomer! 70!
  • 71.
    Segment Using Twitter! onetooneglobal.com| @OnetoOneGlobal #socialcustomer! 71!
  • 72.
    Advanced Segmentation! onetooneglobal.com |@OnetoOneGlobal #socialcustomer! 72!
  • 73.
    Content Feeds! Content subscriptionsare feeds managed by Head Office or Regional teams to provide timely, targeted content. New content appears on the walls of subscribed pages each time it is published. ! ! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 73!
  • 74.
    Local Content! •  Bring personality to your local content! –  Local content creates natural engagement! •  Boost engagement through relevance! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 74!
  • 75.
    Open Graph Protocol! •  Integrate your Web pages into the social graph ! •  Create Facebook content streams in real time! •  Systematically segment and target audiences! •  No incoming posts to manage – its a one way street! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 75!
  • 76.
    MessageMaker Social! SOCIAL MEDIA MANAGEMENT SYSTEMS (SMMS)! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 77.
    Who are SMMSAimed at?! •  People who value segmentation vs. fragmentation – consistent brand representation! •  Companies with social at scale! –  MD, CMOʼs, Social Strategists, Heads of Digital! –  Companies with distributed consultants/ sales forces who use social media to sell or promote! –  Retail chains or franchises! –  Companies with diverse product ranges! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 77!
  • 78.
    Key Features! •  Pro-actively listen to your networks (internal/external)! •  Manage teams, permissions and sign-off! •  Archive content! •  Subscription feed management! •  CMS driven custom page tabs! •  At a glance dashboards for network stats! •  Social on the move – iPhone/Android apps! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 78!
  • 79.
    Summary! •  Take control of your network/brand! •  Monitor, react, grow! •  Target through segmentation! •  Compliance archive ! •  Mobile and desktop! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 79!
  • 80.
    Thank you! PAUL HEDGELAND! One to One Global! Inspiring Human Perspective" 
 The Media Centre! 3 - 8 Carburton Street! London, UK W1W 5AJ! ! p  +44 7930 247 191! Email: phedgeland@onetooneglobal.com ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 81.
    Managing the Multi-Channel CustomerExperience! ! Ben Masson! ! Customer Experience Strategist ! ! ! ! ! ! !
  • 82.
    Todayʼs Reality! Weʼre inthe “Age of the customer”!!!! •  Customers...! –  Constantly connected! –  Empowered! –  Rule!! •  Companies...! –  Canʼt hide! –  Forced to react! –  Want control! –  Want to keep customers happy!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 82!
  • 83.
    Age of theCustomer! Internet reseller of consumer electronic products based in the UK" ! Facebook campaign: ! •  £1 clearance sale (for 12 hrs)! •  Scheduled to start Monday 28th Nov at 11am! £1 clearance sale announcement on ebuyer.com Facebook page" onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 83!
  • 84.
    Age of TheCustomer! What happened:! •  Website crashed between 10:36-12:00 due to overwhelming demand! ! The reaction:! •  15 k conversations about:! –  Disappointment, frustrations, worries, complaints, etc! •  Other 3rd parties got involved! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 84!
  • 85.
    Age of theCustomer! •  Direct impact on brand perception and customer satisfaction! Customer Satisfaction! Positive! Sale! Negative! Now! Announcement! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 85!
  • 86.
    Customer Experience Strategy! Whatis it?! The Plan" Strategy" •  A plan that guides the activities and resources required to deliver a consistent multi-channel customer experience. (online and offline)! •  The main goal is to match or exceed customer expectations! Resources and Activities" Customer Experience" onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 86!
  • 87.
    Why itʼs Important?! Companiesoften involuntarily work in silos...! ! Product! Customer Service! Marketing! Sales! ! Planning ! Call Center! IVR! Marketing Media! Area Managers! ! Chat! Social Communications! ATL/BTL! Online/Offline! Salesforce! Distribution ! Search Media! ! R&D! Support In-Store! Website! Marketing! Content! Mobile/Tablet ! ! Assurance! Quality Training! CRM! Customer In-Store! Email/DM! ! Experience Strategy! PR! ! A strategy can provide direction and help support cross-functional teams in delivering the best experience possible.! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 87!
  • 88.
    Priorities in 2011/12! Focus is on:! 1. Online! 2. Cross-channel! 3. Social media ! 4. Mobile ! 5. Call Center ! 6. Retail ! 7. IVR ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 88!
  • 89.
    Top Challenges! Challenges tocustomer experience efforts:! ! •  Lack of a clear strategy! •  Too many internal priorities! •  Internal conflicts! •  Limited funds! •  Lack of leadership/skills with Customer Experience! •  Low understanding of customers! A customer experience strategy will tackle these challenges by giving the organisation a clear sense of direction. ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 89!
  • 90.
    Managing the Multi-ChannelCustomer Experience ! PLAN OF ACTION! onetooneglobal.com | @OnetoOneGlobal #socialcustomer!
  • 91.
    Plan of Action! 1) Mapyour ecosystem! 2) Assess the current state! 3) Define the customer experience strategy! 4) Validate the strategy! 5) Implement, monitor and optimise! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 91!
  • 92.
    1) Map YourEcosystem! Your Ecosystem! Your customer Your resources! touchpoints! Employees! Customers! Data & Technology! Partners! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 92!
  • 93.
    1) Map YourEcosystem! Discover! Evaluate! Purchase! Access! Use! Support! Re-engage! Compares Purchase Receives Use of Issue with Re-purchase! Customer Becomes with other confirmation online! goods! product! Experience! aware of brand! brands! Product delivery! Time Scale! -60 days! -12 days! Day O! 24-72 hrs! +12 mt! +24 mt! +26 mt! Drop off -10%! -40%! -1%! -10%! -5%! -40%! rates! Purchase Purchase Product usage:! Advertising Review Support:! Re-purchase:! Customer Touchpoints! process:! confirmation:! • Collaterals! • Print! on:! products on:! • IVR/Phone! • Loyalty program! • Phone ! • SMS! • Instructions! • Billboards! • Brand site! • Social! • Special offers! • In-store! • Website! • Email! • Add-ons! • Magazine! • Competitor • Chat! ! • Website! sites! • Brand Website! CRM! • Email! • Call • Online ads! • Review sites! • Post! center! • Blogs! Payment • Store displays! Sharing • Social options:! Delivery:! • Social • QR codes! experience:! networks! • Credit cards! • FREE! media! • Fan pages! • Debit cards! • Express! • Etc! • Review sites! • Paypal! • Evening! • Etc! • Internal • Internal • Suppliers! • Agencies! • Internal • Agencies! Resources • Service vendors! and stakeholders! stakeholders! • Fulfilment house! • Delivery suppliers! stakeholders! • Databases used! • Delivery suppliers! technology! • Agencies! • Datasources! • Databases! • Databases used! • Agencies! • Databases used! ! ! • Processes! ! ! ! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 93!
  • 94.
    2) Assess theCurrent State! VoC program! Business Goals! •  Coverage! •  Revenue model! •  Accuracy! •  Service costs! •  Independent review! •  Level of satisfaction! •  Conversion rates! Customer Needs and Perceptions! Brand Goals! • User research! •  Brand positioning! • Expert reviews! •  Brand values! •  Target audience! Customer •  Customer service Journeys! statement! •  Tracking of online & offline behaviours! •  Volumes & Conversations! Constraints ! •  Business rules & policies! •  Known issues (resources, Competitive budget, technology)! Landscape! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 94!
  • 95.
    3) Define theCustomer Experience Strategy! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 95!
  • 96.
    3) Define theCustomer Experience Strategy! Desired Change Prioritization of Customer Management! KPIs! Efforts! Experience! Planning ! • Articulate the • Scoping of • Culture change! • VoC program desired customer initiatives! • Governance! requirements! experience • Review of • Infrastructure/ • Internal employee (statement + values)! resources & budget! technology assessment • Define role of each • Prioritisation of requirements! requirements! channel! initiatives! • Impact on resources • Ongoing monitoring • Cross-channel and budget! and optimisation! recommendations! • Internal buy-in! • Create initiatives! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 96!
  • 97.
    3) Define theCustomer Experience Strategy! Get internal buy-in! •  Package the strategy in a compelling way to obtain internal buy-in ! •  Provide a vision of the experience going The strategy forward (using interactive content)! ! ! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 97!
  • 98.
    4) Validate YourStrategy! Test your strategy! •  Create mock-ups of your recommended changes and test with users! •  Benchmark changes in behaviours! •  Fine-tune if necessary! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 98!
  • 99.
    5) Implement, Monitorand Optimise! Milestone Milestone Milestone 1! Milestone 2! 3! 4! ! Follow the plan! •  Internal training! •  Roll out (gradually)! •  Monitor/track! •  Benchmark against KPIs! •  Optimise! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 99!
  • 100.
    Managing the Multi-ChannelCustomer Experience ! CASE STUDY! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 100!
  • 101.
    AOL! •  A customer tried to cancel his AOL broadband account! •  This is what happened... ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 101!
  • 102.
    AOL! What went wrong?! How could it be improved?! •  Long waiting time (15 min)! •  Review IVR system, call waiting options and •  Poor call handling! call prioritisation! –  No authentication! •  Review internal training program! –  Customer authentication procedure! –  Wrong tone! –  Poor retention! –  Tone! –  Call handling techniques (retention)! –  Review employee assessment program! –  Donʼt reward non-compliant employee performances! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 102!
  • 103.
    American Airlines! •  United Airlines staff were seen throwing luggage in the hold! •  Dave Carrollʼs guitar was broken in the process! •  This is the story of his 9 month struggle to gain compensation for the damage done to his guitar...! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 103!
  • 104.
    How a StrategyWill Help?! What went wrong?! How could it be improved?! •  No action from in-flight crew when incident •  Centralised customer service! occurred! •  Centralised data management! •  Airline companies pointing fingers at each •  Clear policies with regards to damaged goods! other (Air Canada and United Airlines)! •  Internal training on customer handling process •  Airline offices also pointing fingers (including escalation) ! (Halifax, Omaha, Chicago)! •  Allow/encourage employees to follow up with •  Customer information/history not available customers on case-by-case basis! to all departments from both airlines! •  Poor compensation ($1200 of flight vouchers)! •  9 month struggle!!!! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 104!
  • 105.
    Managing the Multi-ChannelCustomer Experience ! 5 TIPS TO BE SUCCESSFUL! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 105!
  • 106.
    Tip 1! Donʼt assume you understand your customers! Listen and keep asking… they could change their minds over time! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 106!
  • 107.
    Tip 2! Review and assess ALL customer touchpoints! ! ! You could oversee valuable insights! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 107!
  • 108.
    Tip 3! Internally and externally You can t please everyone, itʼs a fact! Focus on what matters most. onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 108!
  • 109.
    Tip 4! Get your organisation on board!! Everyone must get involved! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 109!
  • 110.
    Tip 5! Stay up-to-date!! Things evolve quickly, so will your customer experience strategy! ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 110!
  • 111.
    Thank you! BEN MASSON! One to One Global! Inspiring Human Perspective ! 
 The Media Centre! 3 - 8 Carburton Street! London W1W 5AJ! ! phone:  +44 207 886 8256! email: bmasson@onetooneglobal.com ! onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 111!