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.

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

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Customer Service is the New Marketing (Next09, Hamburg) Customer Service is the New Marketing (Next09, Hamburg) Presentation Transcript

  • 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@N00/2312714034/
  • The WOW! Experience
  • The WOW! Experience
  • “A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/
  • “A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/
  • Satisfaction = Growth 1,000 750 500 Zappos Gross Sales 250 2000 2001 0 2002 2003 2004 2005 2006 2007 2008
  • 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/photos/squirmelia/247620009/
  • 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/480977834/
  • 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 your sphere of influence
  • 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
  • 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 Trouble Ticket Systems
  • How we kill conversations Outsourced Call Centers FAQs Trouble Ticket Systems
  • 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://getsatisfaction.com/getsatisfaction/