0
Customer Service on Steroids Pinny Gniwich @pinnyice
60 ’ s 21
Educated  Transparency Experience Innovative Simplicity Human
The moment of  Realization
Banana theory  33
Target strategy Direct hit Mission statement   Call to action Bait and switch Champion Decoy Yield
35
36 Brand  Hell
P PEOPLE
Experience
 
E for Experience (not eCommerce)
The NET PROMOTER SCORE is based on ONE QUESTION: How likely are you to recommend … to a Colleague or Friend? Responses are...
Quality Products
5.3 million   views
“ Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian  Sane
“ Social Media is Like a Cocktail Party: Listen Then Respond” Photo Credit:  The Dana Files
200 Million Boxes
<ul><li>Me in a uniform, scout </li></ul>
 
 
<ul><li>91 % say consumer reviews are the  #1 aid to buying decisions   -  JC Williams Group </li></ul><ul><li>87 %  trust...
 
 
Social Media Objectives <ul><li>Create brand awareness through online word of mouth </li></ul><ul><li>Acquire new customer...
Social Media Ecosystem
The Ice.com Social Media Monitoring Workflow
Listen
Some More Tools
5 Things we have learnt Things we have learnt
 Create an authentic social media presence for your brand to establish consumer trust and loyalty 1
 
<ul><li>The conversation is  not : </li></ul><ul><ul><li>controlled </li></ul></ul><ul><ul><li>organized </li></ul></ul><u...
Building relationships…
 
Fix Great Fan Pages <ul><li>http://www.facebook.com/threadless for Threadless T-shirts. Very engaging, great use of video,...
 
<ul><li>Dedicate in honor  </li></ul>In Memory of
6250 Submissions
 
Leverage the value customer communities to capture customer insight 2
Our #1 Complaint
Bandwidth
Call centre volume down
Before
Add to Cart up %25
Conversion up by  %11
<ul><li>Returns down </li></ul><ul><li>Conversion up </li></ul>Returns down
 
Use customer feedback to create new revenue streams 3
 
 
 
 
Ellen DeGeneres Valentine’s Day Special Audience Gift and Initiative to Support Haiti <ul><li>Results: </li></ul><ul><li>3...
4000   New   Fans
Provide individual customer feedback that is helpfuland visible to other customers  4
Engagement
 
Turn a negative experience into a postive interaction 5
Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal. Soc Jet Bl...
 
<ul><li>Imagine my surprise when I came home from the hospital and found the box from Pro Flowers on my deck.  Thank you s...
 
<ul><li>Bazaarvoice “People are twice as likely to convert when there is a negative review amongst the positive ones” Sam ...
 
 
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Customer experiance conference la

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  • That ’ s when according to moi the world changed forever governments were challenged in a peaceful way and the top down approach of because I said so changed the way the world is run. The founding fathers of the internet were born to that generation , which straddles the border between France and Switze rland, publ icize d the new World Wide Web pr oject. The Web wa s invented by English scientist Tim Berners-L ee in 1 989.
  • We came from mass production and mass consumption, today ’ s consumer recognizes that we deserve more Image of person with callouts as to who they are now 1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human
  • Our eyes are open to the stories we are told every day – the noise marketers make around us, no longer holds our attention. We know there is more to life choices Get clip of this show
  • joke of the kid asking his parents where we come from mom says god dad says monkeys, mom thats his side of the family consumer view vs company veiw That the consumer is different and therefore needs to be treated differently pic of a monkey eating you hear conversation all the time but we don&apos;t listen we are so focused on the outcome finish the transaction conversion rate vs experience We need to cultivate our customers
  • Marketing words – what comes to mind when we say these words? Why are we using them to talk about the consumer?
  • Place this with the consumer Transparency is key for the web and the future of commerce
  • fast food says something   we want to get from point a to b and consumers in America want results now the in between is not so important companies that start focusing on the experience will succeed., the focus group in chicago we need to slow it down (a pic of a fat person near a burger king)
  • Heroes gives the consumer a full experience Zappos in the airport Ebags video Border bookshelves
  • Comcast video
  • Transcript of "Customer experiance conference la"

    1. 1. Customer Service on Steroids Pinny Gniwich @pinnyice
    2. 2. 60 ’ s 21
    3. 3. Educated Transparency Experience Innovative Simplicity Human
    4. 4. The moment of Realization
    5. 5. Banana theory 33
    6. 6. Target strategy Direct hit Mission statement Call to action Bait and switch Champion Decoy Yield
    7. 7. 35
    8. 8. 36 Brand Hell
    9. 9. P PEOPLE
    10. 10. Experience
    11. 12. E for Experience (not eCommerce)
    12. 13. The NET PROMOTER SCORE is based on ONE QUESTION: How likely are you to recommend … to a Colleague or Friend? Responses are broken into three groups: • PROMOTERS = All who scored 9 or 10 • PASSIVES = All who scored 7 or 8 • DETRACTORS = All who scored 0 to 6 NPS = % Promoters ― % Detractors
    13. 14. Quality Products
    14. 15. 5.3 million views
    15. 16. “ Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
    16. 17. “ Social Media is Like a Cocktail Party: Listen Then Respond” Photo Credit: The Dana Files
    17. 18. 200 Million Boxes
    18. 19. <ul><li>Me in a uniform, scout </li></ul>
    19. 22. <ul><li>91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group </li></ul><ul><li>87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa </li></ul><ul><li>3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research </li></ul><ul><li>1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent </li></ul><ul><li>* Slide courtesy of Digital Influence Group </li></ul>Social media influences people
    20. 25. Social Media Objectives <ul><li>Create brand awareness through online word of mouth </li></ul><ul><li>Acquire new customers via the social media channel </li></ul><ul><li>Foster loyalty and retention among existing customers </li></ul><ul><li>Improve customer service level </li></ul>
    21. 26. Social Media Ecosystem
    22. 27. The Ice.com Social Media Monitoring Workflow
    23. 28. Listen
    24. 29. Some More Tools
    25. 30. 5 Things we have learnt Things we have learnt
    26. 31.  Create an authentic social media presence for your brand to establish consumer trust and loyalty 1
    27. 33. <ul><li>The conversation is not : </li></ul><ul><ul><li>controlled </li></ul></ul><ul><ul><li>organized </li></ul></ul><ul><ul><li>“ on message ” </li></ul></ul><ul><li>The conversation is : </li></ul><ul><ul><li>organic </li></ul></ul><ul><ul><li>complex </li></ul></ul><ul><ul><li>speaks in a human voice </li></ul></ul><ul><li>Social media is not a strategy or a tactic – it’s simply a channel . </li></ul>The social media conversation
    28. 34. Building relationships…
    29. 36. Fix Great Fan Pages <ul><li>http://www.facebook.com/threadless for Threadless T-shirts. Very engaging, great use of video, a weekly center of community engagement </li></ul><ul><li>http://www.facebook.com/pages/UJA-Federation/212360145318? UJA- Federation of Toronto. Regular updates, comments from fans and a mix of events, current events, and news items </li></ul><ul><li>http://www.facebook.com/JewishClimateCampaign for Jewish Climate Campaign. Sharing links to news, commenting on posts, growing daily </li></ul>
    30. 38. <ul><li>Dedicate in honor </li></ul>In Memory of
    31. 39. 6250 Submissions
    32. 41. Leverage the value customer communities to capture customer insight 2
    33. 42. Our #1 Complaint
    34. 43. Bandwidth
    35. 44. Call centre volume down
    36. 45. Before
    37. 46. Add to Cart up %25
    38. 47. Conversion up by %11
    39. 48. <ul><li>Returns down </li></ul><ul><li>Conversion up </li></ul>Returns down
    40. 50. Use customer feedback to create new revenue streams 3
    41. 55. Ellen DeGeneres Valentine’s Day Special Audience Gift and Initiative to Support Haiti <ul><li>Results: </li></ul><ul><li>30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers </li></ul><ul><li>Est. 4,000+ New Fans and email opt-ins in 48 hours </li></ul>
    42. 56. 4000 New Fans
    43. 57. Provide individual customer feedback that is helpfuland visible to other customers 4
    44. 58. Engagement
    45. 60. Turn a negative experience into a postive interaction 5
    46. 61. Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal. Soc Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.
    47. 63. <ul><li>Imagine my surprise when I came home from the hospital and found the box from Pro Flowers on my deck.  Thank you so very much for your thoughtfulness and kindness.  I will never, ever forget your gesture to me.  Mom came through the surgery like a trooper.  When I saw her afterward she was glowing.  For the first time in months and months she had no pain.  I'm anxious for her physical therapy to begin so that I can hopefully bring her home this weekend. </li></ul><ul><li>  </li></ul><ul><li>Again, with all my heart, thank you.  (I'm wearing my rings as I type this.  They make me so happy because of the beautiful rainbow colors.) </li></ul><ul><li>  </li></ul>
    48. 65. <ul><li>Bazaarvoice “People are twice as likely to convert when there is a negative review amongst the positive ones” Sam Decker CMO </li></ul>
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