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"Service management for conversations" for Fieldservice

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How to plan for conversations in service management?

How to plan for conversations in service management?

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  • 1. The art of conversation management. Service management for conversations.© InSites Consulting Polle de Maagt (@polledemaagt) for Heliview Conference Service Management Conversation readiness 1
  • 2. Hello. I am Polle de Maagt. I failed in most things during my life (including being a rock star) but am still trying to reach #worlddomination. This time by helping companies change to be more about acts and conversations, less about ads. Guess that makes me a change agent.© InSites Consulting Conversation readiness 2
  • 3. Managing expectations ...I only have 25 minutes. That is notenough time to change the world, but itmight be enough to change some of yourminds. If you have any questions orideas, just send me a message atpolle@insites.eu.
  • 4. These are crazy times.Twitter, Facebook, Foursquare, etc.Social media this and that. The world ischanging bladibla.
  • 5. But 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.
  • 6. 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.
  • 7. 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?
  • 8. It’s about acts, not ads (andcertainly no fancy technology).It is about doing things that people wantto pay extra for.It is about doing things that are worthsharing.And building upon your unusedpotential.
  • 9. Doing things that people want to pay for: No hassle.Really add value.
  • 10. Doing things that are worth sharing: KLM Surprise.In other words: what drives conversations, what travels through networks andwhat helps us being an engaging brand online?
  • 11. Building upon your unused potential: Il Giglio d’Oro.The BEST service marketing case ever: Il Giglio d’Oro turned their Bed &Breakfast into Italy’s #1 Bed & Breakfast.
  • 12. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsIn the end, it’s all about managing expectations.Under-promise, over-deliver in everything you do. Not only towards customers butalso to your colleagues.
  • 13. 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.
  • 14. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsHow? Observe, facilitate and join conversations.See what your customers are doing and learn from it, help them to talk about you andactively engage in conversations.
  • 15. Some businesses felt that helping individualsdidn’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.
  • 16. Some businessesadopted fancytechnology to dealwith people.Zappos does an amazing job in makingtechnology invisible and reallyunderstanding consumers.(Thanks Steven Verbruggen for the tip!)
  • 17. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsHow? Observe, facilitate and join conversations.See what your customers are doing and learn from it, help them to talk about you andactively engage in conversations.
  • 18. Remember this one?The BEST service marketing case ever: Il Giglio d’Oro turned their Bed &Breakfast into Italy’s #1 Bed & Breakfast.
  • 19. Embed new ways ofmeasuring success.Try measuring the Net PromoterScore to see how likely it is that yourcolleagues will recommend yourcompany.
  • 20. With employees/consumers talking, it’s about stuff worth sharing.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
  • 21. Advocacy is the new retention is the new acquisition.
  • 22. Act on your pot of gold.Recognize both monetary and conversation value.
  • 23. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsHow? Observe, facilitate and join conversations.See what your customers are doing and learn from it, help them to talk about you andactively engage in conversations.
  • 24. KLM is 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.
  • 25. Proactive versus reactive.Decide on reactive versus proactive and marketing versus service.
  • 26. Conversations work in every partof the customer/consumerjourney.See where you can make a difference.
  • 27. Where conversations can make a difference.Have a look at the consumer or customer journey: where doconversations really make the difference in buying behavior?
  • 28. Difficult? Yes. So, managing change.Implementing conversations and consumer connect isn’t easy. Use differentchange mechanisms to gradually change the organization.
  • 29. You can forget most of the fluffythings I told you in thispresentation.But please, remember these 3 things.
  • 30. 1) Do stuff worth paying for and worth sharing. Acts, not ads.
  • 31. 2) Build upon your unused potential and use conversations. Recognize you have to change the way you communicate. Commit acts, not ads.
  • 32. 3) Listen. Facilitate. Join. Repeat.
  • 33. Read the manual.Seriously.Read it.
  • 34. I hope I was worth sharing.If so, spread the word.Send me an email at polle@insites.euor find me on twitter at@polledemaagt.Find the presentation athttp://polle.me/heliview11

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