From content to money(and other good stuff in between)                Eric Reiss                  @elreiss                ...
Tuesday              SundayThe Highland Park Flyer     Total costs - $200   Sale price - $800
Two key lessons     People buy via media that provide     easy overview and good information     People sell via media tha...
Three questions to kick things off...
Question #1Are you alone in your market?
Fact of life #1The more crowded your market,the more your quality of servicewill differentiate your application.
Question #2Are you encouraging your visitors to come back?
Fact of life #2Without repeat business, yourventure will ultimately fail dueto the law of diminishing returns.
Question #3Are you letting your business model getin the way of good user experience?
Fact of life #3Achieving your business goalsdepends 100% on your abilityto meet the needs of those whouse your online appl...
Today’s topics  Defining innovation  Improving service  Building shared references
in·no·va·tion                 noun1 : the introduction of something new  2 : a new idea, method, or device
best prac·tice                 noun    1 : best way of doing a thing2 : a tested idea, method, or device
Three bad reasons to innovate   To differentiate your product/service   To be “original”   To satisfy your ego
Experiment
Invention
Invention
Innovation15 April 1912
There is only one reason to innovate…                    to solve a problem!
Law of Innovation #1If an innovation does not solvea problem, it will create one.
Law of Innovation #2Problems do not exist in isolation.Solutions often have unintendedconsequences.
People      TechnologiesProcesses
Law of Innovation #3Invention may be accidental.Innovation is always planned.
Innovation Lifecycle                                           Best practice                                   Innovation ...
Happily, on the internet, concept isnot about form but about function
What are the warning signs of      fad and fashion?
Watch out if...    Your solution is only being used in your    local market    Your solution is only being used by a singl...
Today’s topics  Defining innovation  Improving service  Building shared references
Let’s start with a definition ...
“Customer service is a series of activities designed to enhance the level of customer satisfaction – the feeling that a pr...
Dissatisfied   Satisfied“Customer service is a series of activities designed to enhance the level of customer satisfaction...
“Hockey-stick” satisfactionLoyalty                                        90%                    Satisfaction
“We have an   83% customersatisfaction rating!”
So, is this relevant for website owners?Your competitors are only a click away!
Let’s start with the basics...
Scary service fact #1There is no such thingas “online-conversion”without a form that works.
“Oops!Your business model is showing...”
Scary service fact #2No one objects that you arein business to make money –until your goals get in theway of their goals.
Scary service fact #3Unhappy customers aredangerous.
10 things customers will tell you1.    Don’t tell me how great you are. BE great!2.    Go the extra mile.3.    Don’t get i...
10 things customers will tell you1.    Don’t tell me how great you are. BE great!2.    Go the extra mile.3.    Don’t get i...
10 things customers will tell you1.    Don’t tell me how great you are. BE great!2.    Go the extra mile.3.    Don’t get i...
10 things customers will tell you1.    Don’t tell me how great you are. BE great!2.    Go the extra mile.3.    Don’t get i...
10 things customers will tell you1.    Don’t tell me how great you are. BE great!2.    Go the extra mile.3.    Don’t get i...
10 things customers will tell you1.    Don’t tell me how great you are. BE great!2.    Go the extra mile.3.    Don’t get i...
Scary service fact #3People are people.Online and offline.So the next time you experiencebad service somewhere, go andchec...
There are only three basic types of service
HelpEnhanceFix
Help“Beam me up, Scotty.”
I need you to help me...  do something  understand something  avoid the horrible “Browser Monster”
I won’t tell you that I need you to...  make my life easier  stroke my ego  make me feel wanted
Enhance“Milk AND cookies!”
Ooh! You just gave me... a useful contextual link a happy surprise an unexpected benefit a better experience
Fix“The doggone printer ate my homework!”
Please...  sort out my problem  keep it simple  don’t waste my time  keep me out of trouble
Today’s topics  Defining innovation  Improving service  Building shared references
And what are you looking for in a shoe?
What’s in our shared-reference toolkit?               Words
“Ads must be limited to 25 words.”
Old Hawaiian Hula Dancer Girl Motion LampAll original and signed Dodge Inc on the base. Shade is original alsobut needs so...
Scary content fact #1              Longer text outperforms              short text by 40.5%              • Long-copy ROI =...
“Words fail me…”
Scary content fact #2Adding more content isnot a solution.Ensuring better content is.
Scary content fact #3Content is king.But context is the kingdom.
http://www.cdnow.com      “Words”       Words
The magic of context It differentiates your products It differentiates your company It provides a service It facilitates u...
Scary content fact #4Your ability to handle contextissues will become one of thekey differentiating factors thatsets your ...
So… Solve real problems   Don’t use “innovation” as a buzzword. Create stronger services   For your end users. They are th...
Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmarkOffice: (+45) 39 29 67 77Mobil:...
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
Innovation, Service, and Shared References
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Innovation, Service, and Shared References

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My keynote speech for the 51st annual meeting of the International Classified Marketing Association in Nice, France on April 28, 2011.

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Transcript of "Innovation, Service, and Shared References"

  1. 1. From content to money(and other good stuff in between) Eric Reiss @elreiss ICMA April 28, 2011 Nice, France
  2. 2. Tuesday SundayThe Highland Park Flyer Total costs - $200 Sale price - $800
  3. 3. Two key lessons People buy via media that provide easy overview and good information People sell via media that provide broad exposure and proven results
  4. 4. Three questions to kick things off...
  5. 5. Question #1Are you alone in your market?
  6. 6. Fact of life #1The more crowded your market,the more your quality of servicewill differentiate your application.
  7. 7. Question #2Are you encouraging your visitors to come back?
  8. 8. Fact of life #2Without repeat business, yourventure will ultimately fail dueto the law of diminishing returns.
  9. 9. Question #3Are you letting your business model getin the way of good user experience?
  10. 10. Fact of life #3Achieving your business goalsdepends 100% on your abilityto meet the needs of those whouse your online application.
  11. 11. Today’s topics Defining innovation Improving service Building shared references
  12. 12. in·no·va·tion noun1 : the introduction of something new 2 : a new idea, method, or device
  13. 13. best prac·tice noun 1 : best way of doing a thing2 : a tested idea, method, or device
  14. 14. Three bad reasons to innovate To differentiate your product/service To be “original” To satisfy your ego
  15. 15. Experiment
  16. 16. Invention
  17. 17. Invention
  18. 18. Innovation15 April 1912
  19. 19. There is only one reason to innovate… to solve a problem!
  20. 20. Law of Innovation #1If an innovation does not solvea problem, it will create one.
  21. 21. Law of Innovation #2Problems do not exist in isolation.Solutions often have unintendedconsequences.
  22. 22. People TechnologiesProcesses
  23. 23. Law of Innovation #3Invention may be accidental.Innovation is always planned.
  24. 24. Innovation Lifecycle Best practice Innovation Fashion Best practiceProgress Innovation Habit Invention Old-fashionedTime
  25. 25. Happily, on the internet, concept isnot about form but about function
  26. 26. What are the warning signs of fad and fashion?
  27. 27. Watch out if... Your solution is only being used in your local market Your solution is only being used by a single branch or industry Your solution looks like something you also did last week
  28. 28. Today’s topics Defining innovation Improving service Building shared references
  29. 29. Let’s start with a definition ...
  30. 30. “Customer service is a series of activities designed to enhance the level of customer satisfaction – the feeling that a product or service has met expectations.” Turban and King, 2002
  31. 31. Dissatisfied Satisfied“Customer service is a series of activities designed to enhance the level of customer satisfaction – the feeling that a product or service has met expectations.”Did not meet met Exceeded
  32. 32. “Hockey-stick” satisfactionLoyalty 90% Satisfaction
  33. 33. “We have an 83% customersatisfaction rating!”
  34. 34. So, is this relevant for website owners?Your competitors are only a click away!
  35. 35. Let’s start with the basics...
  36. 36. Scary service fact #1There is no such thingas “online-conversion”without a form that works.
  37. 37. “Oops!Your business model is showing...”
  38. 38. Scary service fact #2No one objects that you arein business to make money –until your goals get in theway of their goals.
  39. 39. Scary service fact #3Unhappy customers aredangerous.
  40. 40. 10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave.7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.Sources: Paco Underhill, Eric Reiss
  41. 41. 10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave.7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
  42. 42. 10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave.7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
  43. 43. 10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave.7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
  44. 44. 10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave.7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
  45. 45. 10 things customers will tell you1. Don’t tell me how great you are. BE great!2. Go the extra mile.3. Don’t get in my way when I’m trying to shop.4. If I know what I’m looking for, help me find it.5. If I have questions, I want straight answers, not a salestalk.6. Tell me if you’re going off to look for my size. Don’t just turn and leave.7. If you expect me to buy something, tell me what it costs8. Are your own affairs so important that you feel justified in ignoring me?9. Don’t make me feel stupid.10. If you make a mistake, admit it.
  46. 46. Scary service fact #3People are people.Online and offline.So the next time you experiencebad service somewhere, go andcheck that your site isn’t makingthe same mistake.
  47. 47. There are only three basic types of service
  48. 48. HelpEnhanceFix
  49. 49. Help“Beam me up, Scotty.”
  50. 50. I need you to help me... do something understand something avoid the horrible “Browser Monster”
  51. 51. I won’t tell you that I need you to... make my life easier stroke my ego make me feel wanted
  52. 52. Enhance“Milk AND cookies!”
  53. 53. Ooh! You just gave me... a useful contextual link a happy surprise an unexpected benefit a better experience
  54. 54. Fix“The doggone printer ate my homework!”
  55. 55. Please... sort out my problem keep it simple don’t waste my time keep me out of trouble
  56. 56. Today’s topics Defining innovation Improving service Building shared references
  57. 57. And what are you looking for in a shoe?
  58. 58. What’s in our shared-reference toolkit? Words
  59. 59. “Ads must be limited to 25 words.”
  60. 60. Old Hawaiian Hula Dancer Girl Motion LampAll original and signed Dodge Inc on the base. Shade is original alsobut needs some repair or restoration. The hula girl is in wonderfulcondition with a fabulous patina. There is a little loss to the bronzefinish at her right shoulder. No chips, cracks, repairs or scratches.Hula mechanics work excellent -- strong and quiet. Light works also.The only damage I have to report is the switch is bent some but stillworks -- I dont want to try to straighten it and risk breaking it. Thereare 4 settings--off, hula only, lamp only and lamp and hula. Wiringlooks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of thesocket, 21 1/2" tall with shade attached. This is the very first hula girlmotion lamp -- she has a lei around her neck and around eachankle. She looks to be made of bronze but I dont think so. Circa1940s. What looks like spotting on the base is magnified dustparticles from rubbing my finger on her skirt to straighten it out -- mycamera really shows them up for some reason.
  61. 61. Scary content fact #1 Longer text outperforms short text by 40.5% • Long-copy ROI = +21% • Short-copy ROI = -14%Source: Marketingexperiments.com
  62. 62. “Words fail me…”
  63. 63. Scary content fact #2Adding more content isnot a solution.Ensuring better content is.
  64. 64. Scary content fact #3Content is king.But context is the kingdom.
  65. 65. http://www.cdnow.com “Words” Words
  66. 66. The magic of context It differentiates your products It differentiates your company It provides a service It facilitates upselling
  67. 67. Scary content fact #4Your ability to handle contextissues will become one of thekey differentiating factors thatsets your site apart from thecrowd.
  68. 68. So… Solve real problems Don’t use “innovation” as a buzzword. Create stronger services For your end users. They are the folks who matter. Build better shared references Because this is the secret to e-commerce success. Use context as a competitive weapon Before someone else beats you to it.
  69. 69. Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmarkOffice: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreissinfo@fatdux.comwww.fatdux.com
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