Customer Service is the New Marketing (Thor Muller, Startonomics SF 2008)

Customer Service is the New Marketing

Put conversations at the center of the business
Reduce your sphere of control to increase sphere of influence
Smash the silos
Write these down!

Foster more satisfied, loyal customers By working less and spending less money!

Behold... The Holy Grail of Customer Service Photo by Krelic http://flickr.com/photos/15271532@N00/2312714034/

The WOW! Experience

“ A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/

Meets Expectations (Survival) Meets Desires (Success) Meets Unrecognized Needs (Transformation) Maslow’s Hierarchy of Customer Service Creates Evangelism Creates Commitment Creates Satisfaction From Peak: How Great Companies Get Their Mojo From Maslow , By Chip Conley

Zappos Gross Sales Satisfaction = Growth

Photo by Squirmella http://flickr.com/photos/squirmelia/247620009/ Four Weeks of Customer Service Training

Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/ One Week in the Call Center

What kind of company are you?

Customer-focused e.g. Four Seasons, Zappos, Craigslist What kind of company are you?

Product-focused e.g. Apple, Google, Most web startups What kind of company are you?

Infrastructure-focused e.g. Telecommunications, Cable, Utilities What kind of company are you?

The Path For the Rest of Us Photo by sunny-drunk http://flickr.com/photos/frogmanor/480977834/

The Surprising Solution

Smash the silos
Secrets of the Concierge

I. Conversations at the center of the business “Markets are conversations” -The Cluetrain Manifesto

Keeping the customers out.

How we kill conversations FAQs Trouble Ticket Systems Outsourced Call Centers

Common mistake: Focusing on time-per-call

Friction-free communication is the new norm

Timbuk2 discovers people talking

What’s in Your Bag?

Hack a diaper bag

Engage Your Evangelists

II.Reduce your sphere of control ...to increase your sphere of influence

An Unlikely Scenario

A Massive Monopolistic Monolith

It’s All About Control.

The Answer: A Splinter Cell.

Comcast Cares /Twitter / TechCrunch

Comcast on Get Satisfaction

Comcast on Blogs

Changing Minds About Comcast

Changing Comcast’s Idea of Itself

III.Smash the Silos (Think like the network)

The “it’s not our problem” problem

A Customer-Centric View

The Twitter-TMobile meltdown

The Twitter API Ecosystem

SO ASK YOURSELF... What would a concierge do?

Smash the silos
Again!

Thanks! Questions? Email us. email: [email_address] follow me on twitter: tempo Or, http://getsatisfaction.com/satisfaction/

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Customer Service is the New Marketing (Thor Muller, Startonomics SF 2008)

by Dealmaker Media on Oct 02, 2008

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Customer Service is the New Marketing (Thor Muller, Startonomics SF 2008) — Presentation Transcript