Thor Muller & Lane Becker Presentation

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    Thor Muller & Lane Becker Presentation - Presentation Transcript

    1. Customer service is the new marketing Thor Muller, CEO Lane Becker, President
    2. The expectations game http://www.youtube.com/watch?v=QkyNtvNz3DQ
    3. The sacred hospitality code
    4. A drink before introductions
    5. 8 waitstaff per guest
    6. This is a great approach to customer service
    7. This is a great approach to customer service But it doesn’t scale.
    8. 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?
    9. The best way to deliver excellent customer service is... stop trying
    10. Here’s what “trying” looks like...
    11. Here’s what you end up with http://www.youtube.com/watch?v=BjSTTb_siCU
    12. 3% of US employed in related support roles (That’s the population of Florida!)
    13. It’s often worse for startups
    14. The surprising solution
    15. 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
    16. 1 conversations at the center of the business “Markets are conversations” -The Cluetrain Manifesto
    17. Disconnected tools lead to customer disconnection Trouble Contact FAQ Ticket Forum Wiki page System } Disconnected support tools
    18. Instead, use support tools on top of discussions Trouble Contact Ticket page FAQ Forum Wiki System Conversations
    19. “Customer interactions are our best branding opportunities” Tony Hsieh, Zappos
    20. Reduce support tasks while increasing engagement from 50% issues unresolved (with trouble ticket system and dedicated staff) to 50% answered by other customers...
    21. Timbuk2 customer service page
    22. Timbuk2 customer service page
    23. Embrace critics
    24. Twitter’s responsiveness spawns evangelists
    25. Twitter’s responsiveness spawns evangelists
    26. Foster ideas wherever they come from
    27. Dangers: the Digg Revolt
    28. 2 Reduce your sphere of control ...to increase your sphere of influence
    29. In your hands, but out of your control
    30. Don’t create systems that place constraints on customer interactions
    31. Harness the natural flow of feedback
    32. Stop building FAQs that break
    33. Your story is your customers’ story
    34. Danger: people are messy
    35. The special role of company representative Photo: Heather Champ
    36. 3 Smash the Silos (Think like the network)
    37. The “it’s not our problem” problem
    38. A customer-centric view
    39. Expose content for discovery
    40. Nobody’s in charge anymore!
    41. Dangers: Competition
    42. So ask yourself: What would a concierge do?

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