How to Inspire Word of Mouth through Customer Service

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For the GasPedal Supergenius Word-of-Mouth Conference, December 16, 2009.

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How to Inspire Word of Mouth through Customer Service

  1. 1. So you’ve got these customers
  2. 2. And you want them to:
  3. 3. Love you http://www.flickr.com/photos/gi/
  4. 4. http://www.flickr.com/photos/andresrueda/ Buy from you
  5. 5. Tell their friends all about you http://www.flickr.com/photos/pricklebush/
  6. 6. And you’ve got this community http://www.flickr.com/photos/akc77/
  7. 7. And you’ve got this community http://www.flickr.com/photos/akc77/
  8. 8. Can it do this for you? It can.
  9. 9. things to remember:
  10. 10. 1 ONE This isn’t customer avoidance
  11. 11. Outsourcing Call Centers “FAQs”
  12. 12. http://www.flickr.com/photos/claudio_ar/ This is customer avoidance
  13. 13. Focusing on time-per-call
  14. 14. leads to this
  15. 15. friction-free
  16. 16. 2 TWO Customer service is marketing
  17. 17. When Community meets Customer Service Product Ideation Immersive Testing Launch Customer Service New Products, Buyers, Features, Buzz, Promotion, Problems, Questions, New Uses Pricing, Service Marketing Ideas
  18. 18. When Community meets Customer Service Customer Service Product Ideation Immersive Testing Launch Problems, Questions, New Products, Buyers, Features, Buzz, Promotion, Ideas New Uses Pricing, Service Marketing Social Effects
  19. 19. 3 THREE Public is different than private
  20. 20. Every business needs a lobby
  21. 21. The concierge model
  22. 22. How to Inspire http://www.flickr.com/photos/kendrick/
  23. 23. Word of Mouth http://www.flickr.com/photos/kendrick/
  24. 24. Through Customer Service http://www.flickr.com/photos/kendrick/
  25. 25. http://www.flickr.com/photos/13522901@N00/ In easy steps:
  26. 26. 1 ONE Know your special purpose
  27. 27. Breeding trust
  28. 28. 2 TWO Set some rules
  29. 29. 3 THREE Set clear expectations
  30. 30. Consistency in response
  31. 31. Evolve your policy as your community grows
  32. 32. Respond quickly (but only if there’s no malice in your heart)
  33. 33. 4 FOUR Cast a wide net
  34. 34. Weave conversation throughout
  35. 35. Not just a tab on your site
  36. 36. Everybody in the pool
  37. 37. 5 FIVE Create productive outcomes
  38. 38. http://www.flickr.com/photos/thomashawk/ Learn to say you’re sorry
  39. 39. Relax and reframe
  40. 40. 6 SIX Make it personal
  41. 41. Discourage Anonymity
  42. 42. Use your real name and voice. http://www.flickr.com/photos/cunisdiabolis/
  43. 43. http://www.flickr.com/photos/kishorephotography/ Be human.
  44. 44. Lane Becker lane@getsatisfaction.com @monstro http://getsatisfaction.com/ http://slideshare.net/monstro http://www.flickr.com/photos/blackbeltjones/

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