Thor Muller & Lane Becker Presentation

Customer service is the new marketing Thor Muller, CEO Lane Becker, President

The expectations game http://www.youtube.com/watch?v=QkyNtvNz3DQ

The sacred hospitality code

A drink before introductions

8 waitstaff per guest

This is a great approach to customer service

This is a great approach to customer service But it doesn’t scale.

There’s more than one way to succeed in the marketplace Customer-focused Product-focused Operations-focused Four Seasons, Zappos, Craigslist Apple, Google, most web Telecommunications, cable, startups some widget companies?

The best way to deliver excellent customer service is... stop trying

Here’s what “trying” looks like...

Here’s what you end up with http://www.youtube.com/watch?v=BjSTTb_siCU

3% of US employed in related support roles (That’s the population of Florida!)

It’s often worse for startups

The surprising solution

Secrets of the Concierge 1. Put conversations at the center of the business 2. Reduce your sphere of control to increase sphere of inﬂuence 1. Smash the silos

1 conversations at the center of the business “Markets are conversations” -The Cluetrain Manifesto

Disconnected tools lead to customer disconnection Trouble Contact FAQ Ticket Forum Wiki page System } Disconnected support tools

Instead, use support tools on top of discussions Trouble Contact Ticket page FAQ Forum Wiki System Conversations

“Customer interactions are our best branding opportunities” Tony Hsieh, Zappos

Reduce support tasks while increasing engagement from 50% issues unresolved (with trouble ticket system and dedicated staff) to 50% answered by other customers...

Timbuk2 customer service page

Embrace critics

Twitter’s responsiveness spawns evangelists

Foster ideas wherever they come from

Dangers: the Digg Revolt

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

In your hands, but out of your control

Don’t create systems that place constraints on customer interactions

Harness the natural flow of feedback

Stop building FAQs that break

Your story is your customers’ story

Danger: people are messy

The special role of company representative Photo: Heather Champ

3 Smash the Silos (Think like the network)

The “it’s not our problem” problem

A customer-centric view

Expose content for discovery

Nobody’s in charge anymore!

Dangers: Competition

So ask yourself: What would a concierge do?

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Thor Muller & Lane Becker Presentation

by Carsonified Team on Oct 22, 2007

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Thor Muller & Lane Becker Presentation — Presentation Transcript