!"#!$"%"#"&'()("*+
!"#!$#%!&'()*+#,!-#,./0#!1234025#
http://www.flickr.com/photos/kendrick/

• 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

6*()#,!+*,#!
(2)/(7#48!9*:29!
0'()*+#,( ;:!%*,</3=!9#((!
234!(5#34/3=!
9#((!+*3#:>

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

!"#!?@?>!AB5#,/#30#!!

“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%

6*',!?##<(!*E!&'()*+#,!
-#,./0#!!,2/3/3=
Photo by Squirmella http://flickr.com/photos/squirmelia/247620009/

@3#!?##<!/3!)"#!&299!&#3)#,
Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/

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

!"#!H2)"!6*,!)"#!J#()!*E!K(
Photo by sunny-drunk http://flickr.com/photos/frogmanor/480977834/

!"#!-',5,/(/3=!-*9')/*3

-#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

L##5/3=!)"#!0'()*+#,(!*')

D*%!%#!</99!0*3.#,(2)/*3(
@')(*',0#4!&299!&#3)#,(
6MN(
!,*'O9#!!/0<#)!-:()#+(

6*0'(/3=!*3!)/+#P5#,P0299QQQ

QQQ1#24(!)*!)"/(

6,/0)/*3PE,##!0*++'3/02)/*3!/(!)"#!3#%!3*,+

Timbuk2 discovers
people talking

?"2)"(!/3!R*',!;2=I

Hack a diaper bag
@')(/4#!/33*.2)/*3

Focus Group 2.0

A3=2=#!R*',!A.23=#9/()(

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

M!C2((/.#!C*3*5*9/()/0!C*3*9/)"

S)"(!M99!MO*')!&*3),*9

5000 vs 5

Comcast Cares /
Twitter / TechCrunch

Comcast on Get
Satisfaction
-"*0<!),#2)+#3)

Comcast on Blogs

Comcast on Blogs

&"23=/3=!C/34(!MO*')!&*+02()

&"23=/3=!&*+02()"(!S4#2!*E!S)(#9E

$#=*)/2)/3=!),23(52,#30:!234!0*3),*9

III.
Smash the Silos
(Work with the network)

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

S)"(!3*)!09#2,!%"#,#!:*',!/3)#,#()(!#34
234!*)"#,(!O#=/3

D*3#:!S!E*,=*)!)"#!0*5:,/=")

A4=#(!#.#,:%"#,#

A4=#(!#.#,:%"#,#

A4=#(!#.#,:%"#,#
A4=#(!#.#,:%"#,#

The Twitter API
Ecosystem
A2,9:!%2,3/3=!E,*+!,#92)#4!255(
$#)%*,<#4!('55*,)!20,*((!)"#!#0*(:()#+
&'()*+#,P)*P0'()*+#,P)*P0'()*+#,!('55*,)

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/