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Service Brands and the Internet
 

Service Brands and the Internet

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Talk I gave about service brands since the arrival of the internet. Oooooh!

Talk I gave about service brands since the arrival of the internet. Oooooh!

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  • Looking into the future’s great but people are at the heart of everything a service brand should do.
  • Customer service isn&#x2019;t about call centres etc. <br /> O2 by definition is a service brand; its products are services (e.g. BB, Phones etc.) <br /> Great customer service means making the services offered by O2 more customer-centric in the first place.
  • Nokia Money as simple and convenient as making a voice call or sending an SMS. <br /> They&#x2019;ve had mobile payments for 10 years in Japan. <br /> Africam Vodafone biggest bank Kenya <br /> Micropayments <br /> Why doesn&#x2019;t my money go further in O2 stores and venues. 5% cheaper.
  • When viewing concert stages provided information on lineups, schedules and current artists performing, including artist profiles and Web links. Vendor show menus and pricing, <br /> Do deals with spotify to give me exclusive content before anyone else can hear it
  • Talk about NatWest ad
  • 24 hour amazing support on phone or online, 365 days to return
  • AMAZON, great user experience, fast delivery, no quibbles return
  • brilliant technology & seamless support, the marketing is the product
  • Last years broadband launch was all about how good it is but the reality is every provider can quote an award they&#x2019;ve won.
  • real, knowledgable people. It works because they all own the company. It&#x2019;s a partnership.
  • Passionate staff. <br /> Hilton, show, don&#x2019;t tell. <br /> Free support and free data transfer from PC, removing barriers to entry <br /> They like giving people knowledge, turning people into fans
  • Gift economy
  • ZYB Freemium, 360 aggregates all your contacts and social networks but the cool thing is they offer it to everyone. FREEMIUM
  • Orange Film App for all. Still the most popular mobile promotion in the UK ever.
  • Google have just sponsored free wifi across over 200 airports in the US from Nov til Jan. Making people&#x2019;s lives easier
  • Nike creates events and technologies which encourage training and community. You don&#x2019;t have to be a Nike consumer to take part. It&#x2019;s open to everyone, they just offer it free to entice you in. <br /> Nike Training Club & Nike Plus great for getting data on users which creates a stronger relationship.
  • So the challenge for O2 is: <br /> In such a commoditised environment the price and services are pretty similar so it tends to be cost based.
  • We have to turn into..... This means transforming the way consumers percieve us from BOTH PRE to POST SALE.
  • Imagine getting a phone bill was a thrill. <br /> <br /> My phone knows more about me than anything else in the world. The data is interesting, make a social map, here&#x2019;s who you&#x2019;ve talk to most often, most, keeps talking for hours, here&#x2019;s the top numbers. Bingo card for numbers and tells you who you haven&#x2019;t rung, you need to tick them off. Why shouldn&#x2019;t the bill be exciting to open?
  • Imagine getting a phone bill was a thrill. <br /> <br /> My phone knows more about me than anything else in the world. The data is interesting, make a social map, here&#x2019;s who you&#x2019;ve talk to most often, most, keeps talking for hours, here&#x2019;s the top numbers. Bingo card for numbers and tells you who you haven&#x2019;t rung, you need to tick them off. Why shouldn&#x2019;t the bill be exciting to open?
  • Imagine getting a phone bill was a thrill. <br /> <br /> My phone knows more about me than anything else in the world. The data is interesting, make a social map, here&#x2019;s who you&#x2019;ve talk to most often, most, keeps talking for hours, here&#x2019;s the top numbers. Bingo card for numbers and tells you who you haven&#x2019;t rung, you need to tick them off. Why shouldn&#x2019;t the bill be exciting to open?
  • the ways we sense the world <br /> relationship between the body and electronic technology in the twenty-first century
  • the ways we sense the world <br /> relationship between the body and electronic technology in the twenty-first century
  • Connecting the real world with online information to tell me my allergies in food etc <br /> Where d&#x2019;you get it? Well we think, I want a chicken curry tonight, look for ingredients on iphone. Send message to fridge to see what&#x2019;s in it and send a message saying my fridge needs 5 things. Supermarkets tell you who&#x2019;s got them. Go this way for cheap, this way for quick. Etc
  • Why can&#x2019;t I show people what I&#x2019;m looking at, some shoes in a shop, <br /> Imagine google wave but in a phone. Live translations
  • Get a team of VCs to fix deals and find the best startups <br /> PocketSmith is a web-based calendar that forecasts your future cash position. <br /> Welcome to a new way of managing your money.
  • Once VIOP moves to the fore there&#x2019;ll be no real difference between data, voice, sms, photo or any other media transferred. We&#x2019;ll need to monetise the data, similar to how amazon A3 does. If we look at one of the big ice sellers in sweden, when electricity 1st landed he could have given up the business but instead he looked at what assets he had &#x2013; a distribution outlet and a national network of customers
  • No mms copy paste on iPhone <br /> Washing machines, people only use the simple

Service Brands and the Internet Service Brands and the Internet Presentation Transcript

  • World Class Customer Service Communication & Technology Services
  • 1. What does customer service really mean? 2. Who does it well 3. What we need to do now… 4. …and in the future
  • 1. What does customer service really mean?
  • Why ask the question? Because it’s an important one.
  • Good customer service: Not just being there when it all goes wrong. Anticipating, thinking things through BEFORE the need to call on support services. Putting people at the heart of everything – right from the very design of the products. Move from does it work? To, hey, you know what, wouldn’t it be nice if…
  • I could just pay for things with my phone
  • Watch live streamed events via my phone
  • Connecting with other people at gigs, getting more content & information
  • 2. Who does it well
  • The best don’t ‘market’ the quality of their services; they just make their services as intuitive and easy to use as possible in the first place ZAPPOS AMAZON STREETCAR
  • Zappos
  • Amazon
  • STREETCAR
  • It doesn’t matter what your product, we can still make things better
  • Don’t really talk about how good they are. They just do it. Why? It’s a business model, a belief, not a bolt on. Same is true for bigger, more retail focussed service brands.
  • Doing kind, helpful things makes people more warm towards you; if you’re helpful from the word go you’ll create stronger relationships.
  • 1) The principle of good customer service is simple – be kind and helpful 2) The key to doing it really well is not to do it better but to do it more often – to be kind and helpful not just when people need you to be but to do it also when they’re not expecting it from you…
  • When you’re not a customer...
  • 3. What we need to do now
  • SERVICE/PRODUCT TARIFF BRAND
  • BRAND SERVICE/PRODUCT TARIFF
  • Put joy into the mundane
  • Put joy into the mundane
  • BILLS
  • BILLS
  • BILLS MUM JON MEL AL KYLA GREG WILL ADAM JOE
  • BILLS MUM JON MEL AL KYLA GREG WILL ADAM JOE
  • Visualisation
  • Retail Let’s offer in-store backup of your contacts/photos/ messages to everyone, not just O2 customers Transfer all content onto new handset when I buy Seamless integration of real & virtual stores, bluebook, online and the high street
  • Preload phones with essential apps Apps Ideas XXXX XXXX XXXX XXXX XXXX
  • 4… the future. What we need to do.
  • §
  • INTERNET GOLDEN AGE
  • GOLDEN AGE
  • GOLDEN AGE MOBILE
  • Bringing down all the resources of the internet out of cyberspace and into reality Mobile phones are like the billion roofing nails that tie the cloud down to earth.
  • AR finishes what the internet started
  • AR finishes what the internet started
  • How to approach innovation Collaboration not isolation Acquisitions
  • Collaboration
  • Shop Savvy +
  • Who do I know here? Where do I know them from? Who should I get to know? Who here is single?
  • Find & connect creators, partner with them & offer your marketing
  • Multi-tasking
  • Acquisitions/Partnerships
  • THE FUTURE IS
  • BUSINESS INNOVATION Reinvent contracts (Small print is the new big) Abolish 2 year contracts 1 tariff. Pay for traffic Ad-funded phones More gifting 48
  • 3 principles we can learn from the web 1. We tolerate failures (FB/Gmail/ Amazon) 49
  • 3 principles we can learn from the web 2. Stuff doesn’t have to be perfect 50
  • 3 principles we can learn from the web 3. Forget absolute control 51
  • 3 principles we can learn from the web 3. Forget absolute control 51
  • Summary Get rid of Customer Service and start thinking of it as Services for People • We need to stop thinking about customer service as a department • It’s about having Customer-centric services in the first place • Sometimes it’s as simple as doing things more simply than everyone else (iPhone)
  • THA NKS