Let's Get Engaged: The New Customer Service Landscape

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• Platform built for customer engagement

• Platform built for • Distributed customer engagement communities

• Platform built for • Distributed • Delivering real customer engagement communities business outcomes

Customer Engagement > Customer Service Product Ideation Immersive Testing Launch Customer Service New Products, Buyers, Features, Buzz, Promotion, Problems, Questions, New Uses Pricing, Service Marketing Ideas

Customer Engagement > 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

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Behold... The Holy Grail of Customer Engagement Photo by Krelic http://ﬂickr.com/photos/15271532@N00/2312714034/

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“A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://ﬂickr.com/photos/orangeacid/459207903/

C2(9*%"(!D/#,2,0":!*E!&'()*+#,!A3=2=#+#3) Creates Meets Evangelism Unrecognized Needs (Transformation) Creates Commitment Meets Desires (Success) Creates Meets Expectations Satisfaction (Survival) From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley

-2)/(E20)/*3!F!G,*%)" 1,000 750 500 Zappos Gross Sales 250 2000 2001 0 2002 2003 2004 2005 2006 2007 2008

1*:29):!F!H,*7)( Increasing customer retention by 5% increases proﬁts by 25-95%

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What kind of company are you?

?"2)!</34!*E!0*+523:!2,#!:*'I Customer-focused e.g. Four Seasons, Zappos, Craigslist

?"2)!</34!*E!0*+523:!2,#!:*'I Infrastructure-focused e.g. Telecommunications, Cable, Utilities

?"2)!</34!*E!0*+523:!2,#!:*'I Product-focused e.g. Apple, Yahoo, most web companies

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-#0,#)(!*E!)"#!&*30/#,=# 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

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Timbuk2 discovers people talking

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Focus Group 2.0

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II. Reduce your sphere of control ...to increase your sphere of inﬂuence

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5000 vs 5

Comcast Cares / Twitter / TechCrunch

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Comcast on Blogs

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III. Smash the Silos (Work with the network)

The “it’s not our problem” problem is not a customer-centric view

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SO ASK YOURSELF... What would a concierge do?

Lane Becker Email me at lane@getsatisfaction.com IM me at monstro9 on AIM Follow me on Twitter @monstro Or on Facebook at /laneb 123#!;#0<#, Or even give me a call at 1-415-867-1708 http://www.ﬂickr.com/photos/blackbeltjones/

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Let's Get Engaged: The New Customer Service Landscape

by Lane Becker on Jul 22, 2009

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Let’s Get Engaged: The New Customer Service Landscape — Presentation Transcript