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/