Service-Oriented DigitalEngagement1
About Great Clips2• 3,400 salons• 100% franchise-owned• More than 72 million haircuts in 2012.
3Need ProblemDesire
4
5Digital doesn’t maskcrappy products or service.Busted
6
7• Mobile is single biggest threat to business• Time is money• 51% of Facebook users expect answerwithin 24 hours.¹• Half ...
Basic Requirements8• Scale• Nimble• Metrics
9• Quick• Priority• SeamlessComcast Example
10
11The customer is not always rightBusted
Great Expectations12• Set expectations• Internally• Externally• Expectations vs. Reality
13Fish Where the Fish Are402318290010656056300152595910163060209108102221672725396286321250 500 1000 1500 2000 2500 3000 3...
14
Great is…Simple15
Took discussion offlineLess than 24 hours later, customer praisingGreat Clips onlineQuick response
Brands Doing Well17
AMEX18
19Competitive Outreach• Engage with consumers whoare dissatisfied withcompetitors.• Offer people who tweet aboutpoor exper...
20kasey.skala@greatclips.com@kmskala
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Digital Engagement in Service-Related Industry

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Digital marketing in service-related industry.

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Digital Engagement in Service-Related Industry

  1. 1. Service-Oriented DigitalEngagement1
  2. 2. About Great Clips2• 3,400 salons• 100% franchise-owned• More than 72 million haircuts in 2012.
  3. 3. 3Need ProblemDesire
  4. 4. 4
  5. 5. 5Digital doesn’t maskcrappy products or service.Busted
  6. 6. 6
  7. 7. 7• Mobile is single biggest threat to business• Time is money• 51% of Facebook users expect answerwithin 24 hours.¹• Half of Twitter users expect answerwithin 2 hours. ¹• 70% of service-related tweets gounanswered.2¹ Consumer Views of Online Help – Oracle2Convince & ConvertEvolve or Die
  8. 8. Basic Requirements8• Scale• Nimble• Metrics
  9. 9. 9• Quick• Priority• SeamlessComcast Example
  10. 10. 10
  11. 11. 11The customer is not always rightBusted
  12. 12. Great Expectations12• Set expectations• Internally• Externally• Expectations vs. Reality
  13. 13. 13Fish Where the Fish Are402318290010656056300152595910163060209108102221672725396286321250 500 1000 1500 2000 2500 3000 3500ComfortFreedomConnectionBrand PerceptionCRS PhoneCRS WebTwitterFacebookBlogsForums
  14. 14. 14
  15. 15. Great is…Simple15
  16. 16. Took discussion offlineLess than 24 hours later, customer praisingGreat Clips onlineQuick response
  17. 17. Brands Doing Well17
  18. 18. AMEX18
  19. 19. 19Competitive Outreach• Engage with consumers whoare dissatisfied withcompetitors.• Offer people who tweet aboutpoor experience at competitorsgift card to try Great Clips.
  20. 20. 20kasey.skala@greatclips.com@kmskala

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