Some businesses started departments and different layers.Some people within these business didn’t even speak or see theircustomers anymore on a regular basis.
Some businesses started to talk like a company, not like people.They installed fancy corporate communication policies.Some businesses changed personal contacts for marketing (even more: militairy) speak like„contact-strategy‟, “target” and “target-audience”.
Some businesses felt personal contact cost them money andstarted callcenters and made it more difficult to contact them.Some businesses started to reward their employees for speed, share of wallet and upselling, notfor service quality or service.
Some businesses started to think about how much money theycould make from different services, instead of supplying service.
Some businessesadopted fancytechnology to dealwith people.Zappos does an amazing job in makingtechnology invisible and reallyunderstanding consumers.(Thanks Steven Verbruggen for the tip!)
Some businesses felt that helping indivi-duals didn’t make that much sense.You might be surprised that 11% of all organizations doesn’t answercustomer emails. Even more when you know that exceeding customerexpectations builds loyalty (81% repeats, 63% recommends) and fallingbelow customer expectations erodes loyalty (5%/71%).So start helping.
Some business started to stress their technical benefits, insteadof investing in real connections.
Some businesses thought getting new customers was coolerthan keeping your current ones.
Some businesses thought that if people don’t listen you justhave to scream louder.
Some businesses over-rationalized and forgot about the power ofrandom kindness.
Some businesses forgot that everything you do iscommunication. That employees talk and even more, acts talkloudest.
They started to be 24/7 and realtime.KLM helps customers Monday to Sunday from 8AM to 11PM. Thatis almost a 24/7/365 realtime customer support center. Imagine theimplications for your organization.
They started to have a lower tolerance for bad customer service.
And it’s not about being on Facebook. Or Twitter.Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not endgoals. So it really is about if and how both can help you reach your end goal. Which ismost likely not about having a Facebook fan page and more about drivingconversations, customer retention, sales or brand value.
It’s not about being a big brand.With big brands come big problems. Never lookfor an excuse in just being a small company withlittle budgets. When it comes to connecting withconsumers, real relationships work. And size, foronce, doesn’t matter.
And it certainly isn‟tabout being the firstmover in adopting newtechnology.Mobile, augmented reality, locationbased services are all just awesome.And yes, there is PR-value in being thefirst Augmented Reality bakery in yourneighborhood. But is that really whatyou want your consumers to talkabout?
KLM showed they were really recognizingthe person behind every customer.With the KLM Surprise campaign, they surprised customers based on theirFoursquare and Twitter checkins. Talking about remarkable customer service …
Embed new ways ofmeasuring success.Try measuring the Net PromoterScore to see how likely it is that yourcolleagues will recommend yourcompany.
Isn‟t she cute? It helped Antwerp Zoo to capitalize ontheir unused potential: their animals and employees.It brought them 300.000 extra visitors, a nomination for product of the year and thebest thing … the number one carnival suit of that year.
Let’s discussWaaay waaaaaaay back …And the people?Reconnecting with consumers.Acting like a change agent.Designing for engagement.Designing for sales.
InSites Consulting Social sales.At the end of the day, we want to make money. The most obvious social sales is direct sales: convertpeople from your touchpoint to sales. However, a large part of eventual sales is consumer-initiated (e.g.they talk about products) or indirect (e.g. people see a facebook fanpage and go to the .com later).So, what can brands do to stimulate direct and indirect sales? Consumer initiated Giftwrap offering Affiliate Engage- ENGAGING ACTIVATING ment Stimulate consumer to talk so that Make it easy for consumers to program they activate their peers to buy. directly influence others to buy. Indirect Direct Social as PRIMING relevant Consumers have seen a social SOCIAL OFFERING brand presence but act later. Design the offering to be social. Source- Stimulate to act. Social as mapping Social as sales reach Brand initiated Polle de Maagt for InSites Consulting
1) Social as reach.It’s the 2011 equivalent of a mailinglist or bannering: just use social mediafor reach purposes.
2) Leverage social sales: buying together.Be smart in offering deals: make it social.
3) Have a conversation-worthy sales offering.Make sure people can talk about your offering.
4) Recognizing personal conversation value.Recognize both monetary and conversation value.
You can forget most of the things I told you today.But please, remember these 5 things.