0
Customer Service is the New Marketing
Foster more
satisfied, loyal
customers         By working less
                  and spending
                  less money!
Behold...
The Holy Grail of Customer Service
                           Photo by Krelic http://flickr.com/photos/15271532@N...
The WOW! Experience
The WOW! Experience
“A Customer Service
Company That Happens
    To Sell Shoes”




               Photo by orangeacid http://flickr.com/photos...
“A Customer Service
Company That Happens
    To Sell Shoes”




              Photo by orangeacid http://flickr.com/photos/...
Satisfaction = Growth



                                                                   1,000



                     ...
Loyalty = Profits


Increasing customer retention by 5%
    increases profits by 25-95%
Loyalty = Profits


Increasing customer retention by 5%
    increases profits by 25-95%
Four Weeks of Customer Service Training




                                          Photo by Squirmella http://flickr.com...
One Week in the Call Center




            Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/
What kind of
company are you?
What kind of company are you?




Customer-focused
    e.g. Four Seasons, Zappos, Craigslist
What kind of company are you?




Infrastructure-focused
     e.g. Telecommunications, Cable, Utilities
What kind of company are you?




Product-focused
   e.g. Apple, Google, Most web startups
The Path For the Rest of Us




                              Photo by sunny-drunk http://flickr.com/photos/frogmanor/48097...
The Surprising Solution
Secrets of the Concierge
Secrets of the Concierge



1.Conversations at the center of the business
Secrets of the Concierge



1.Conversations at the center of the business

2. Reduce your sphere of control to increase
  ...
Secrets of the Concierge



1.Conversations at the center of the business

2. Reduce your sphere of control to increase
  ...
I.
 Conversations at the
center of the business
  “Markets are conversations”
         -The Cluetrain Manifesto
Keeping the customers out
How we kill conversations




                    Outsourced Call Centers

                             FAQs

            ...
How we kill conversations



                   Outsourced Call Centers

                            FAQs

               ...
Focusing on time-per-call...
...leads to this
Friction-free communication is the new norm
Timbuk2 discovers
  people talking
What’s in Your Bag?
Hack a diaper bag
Focus Group 2.0
Engage Your Evangelists
II.
  Reduce your sphere
      of control
...to increase your sphere of influence
A Massive Monopolistic Monolith
It’s All About Control.
5000 vs 5
Comcast Cares /
Twitter / TechCrunch
Comcast on Get
  Satisfaction
Comcast on Blogs
Comcast on Blogs
Changing Minds About Comcast
Changing Comcast’s Idea of Itself
III.
Smash the Silos
(Work with the network)
The “it’s not our problem” problem
A Customer-Centric View
The Twitter API
  Ecosystem
Early warning from
   related apps
Networked support
 across ecosystem
Consumers don’t need
   to know which
  company to call!
SO ASK YOURSELF...
What would a concierge do?
SO ASK YOURSELF...
hat would a concierge do?
Questions? Ideas? Problems? Praise?

• email: lane@getsatisfaction.com
• follow me on twitter: monstro
Or,
http://getsatis...
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
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Customer Service is the New Marketing (Next09, Hamburg)

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"Customer Service is the New Marketing" slides from the Next09 conference in Hamburg, Germany, May 05 2009.

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  • Customer loyalty is the one satisfaction metric that reliably correlates to profitability




































































































  • Transcript of "Customer Service is the New Marketing (Next09, Hamburg)"

    1. 1. Customer Service is the New Marketing
    2. 2. Foster more satisfied, loyal customers By working less and spending less money!
    3. 3. Behold... The Holy Grail of Customer Service Photo by Krelic http://flickr.com/photos/15271532@N00/2312714034/
    4. 4. The WOW! Experience
    5. 5. The WOW! Experience
    6. 6. “A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/
    7. 7. “A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/
    8. 8. Satisfaction = Growth 1,000 750 500 Zappos Gross Sales 250 2000 2001 0 2002 2003 2004 2005 2006 2007 2008
    9. 9. Loyalty = Profits Increasing customer retention by 5% increases profits by 25-95%
    10. 10. Loyalty = Profits Increasing customer retention by 5% increases profits by 25-95%
    11. 11. Four Weeks of Customer Service Training Photo by Squirmella http://flickr.com/photos/squirmelia/247620009/
    12. 12. One Week in the Call Center Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/
    13. 13. What kind of company are you?
    14. 14. What kind of company are you? Customer-focused e.g. Four Seasons, Zappos, Craigslist
    15. 15. What kind of company are you? Infrastructure-focused e.g. Telecommunications, Cable, Utilities
    16. 16. What kind of company are you? Product-focused e.g. Apple, Google, Most web startups
    17. 17. The Path For the Rest of Us Photo by sunny-drunk http://flickr.com/photos/frogmanor/480977834/
    18. 18. The Surprising Solution
    19. 19. Secrets of the Concierge
    20. 20. Secrets of the Concierge 1.Conversations at the center of the business
    21. 21. Secrets of the Concierge 1.Conversations at the center of the business 2. Reduce your sphere of control to increase your sphere of influence
    22. 22. Secrets of the Concierge 1.Conversations at the center of the business 2. Reduce your sphere of control to increase your sphere of influence 3. Smash the silos
    23. 23. I. Conversations at the center of the business “Markets are conversations” -The Cluetrain Manifesto
    24. 24. Keeping the customers out
    25. 25. How we kill conversations Outsourced Call Centers FAQs Trouble Ticket Systems
    26. 26. How we kill conversations Outsourced Call Centers FAQs Trouble Ticket Systems
    27. 27. Focusing on time-per-call...
    28. 28. ...leads to this
    29. 29. Friction-free communication is the new norm
    30. 30. Timbuk2 discovers people talking
    31. 31. What’s in Your Bag?
    32. 32. Hack a diaper bag
    33. 33. Focus Group 2.0
    34. 34. Engage Your Evangelists
    35. 35. II. Reduce your sphere of control ...to increase your sphere of influence
    36. 36. A Massive Monopolistic Monolith
    37. 37. It’s All About Control.
    38. 38. 5000 vs 5
    39. 39. Comcast Cares / Twitter / TechCrunch
    40. 40. Comcast on Get Satisfaction
    41. 41. Comcast on Blogs
    42. 42. Comcast on Blogs
    43. 43. Changing Minds About Comcast
    44. 44. Changing Comcast’s Idea of Itself
    45. 45. III. Smash the Silos (Work with the network)
    46. 46. The “it’s not our problem” problem
    47. 47. A Customer-Centric View
    48. 48. The Twitter API Ecosystem
    49. 49. Early warning from related apps
    50. 50. Networked support across ecosystem
    51. 51. Consumers don’t need to know which company to call!
    52. 52. SO ASK YOURSELF... What would a concierge do?
    53. 53. SO ASK YOURSELF... hat would a concierge do?
    54. 54. Questions? Ideas? Problems? Praise? • email: lane@getsatisfaction.com • follow me on twitter: monstro Or, http://getsatisfaction.com/getsatisfaction/
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