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Customer Service is the new Marketing.
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Customer Service is the new Marketing.

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Customer Service as we know it is dead. What used to be a one to one conversation between your customer and your company has transformed into a one to many conversation. Thanks to social media and …

Customer Service as we know it is dead. What used to be a one to one conversation between your customer and your company has transformed into a one to many conversation. Thanks to social media and online communities, your customers are now talking to each other and to the world. In this presentation, I discuss about adapting to this new change and creating winning strategies to turn Customer Service into your company's biggest advantage. This presentation was part of a lecture I delivered at The Webwinkel Vakdagen, a premier e-commerce event in The Netherlands.

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Transcript

  • 1. Think Marketing. Think Customer Service.
  • 2. 2 Thank you for having me.
  • 3. Quick question Think like a 30+ year old male Indian. What comes first to your mind when you think about Netherlands?
  • 4. For me, he was legend, he is the Netherlands.
  • 5. A paradigm shift in building brands From companies trying to market their brands To customers dictating your brand to the world (like Ruud Gullit being the Netherlands for me)
  • 6. Why, How? • Publisher content vs. User-Generated content (new digital & social media platforms) • Easy self-expression (we’re all writers, no more shy guys & gals!) • Everyone’s watching, Engaged Eyeballs. (what did she do over the weekend?) • Word of mouth trumps any advertising campaign
  • 7. With the changing dynamics, your Customer Service should adopt too. Social Media The Internet Communities
  • 8. The right steps forward Systems Empowerment Culture
  • 9. 1) Company culture • Make your customers happy at every touchpoint (signup, selection, checkout, delivery, after-sales etc.) • Everyone in the company to think about delivering exceptional support (even the programmer writing out the invoicing module) • You know Zappos? (364-day return policy!)
  • 10. The CustServ Culture Ladder, where are you? You give customers just what you have. You give customers what they need. You surprise your customers with a few extras. A Satisfied customer A Happy Customer A Delighted Evangelist!
  • 11. 2) Agent Empowerment Empower your Support Agents to make the difference from a Satisfied customer to a Delighted Evangelist. Dip into your marketing budgets.
  • 12. 3) The Right Systems: Multi-channel Get a Solution that lets you support customers across multiple channels (Email, phone, chat, support portal, Facebook, Twitter, community forums)
  • 13. 3) The Right Systems: Community Building Provide a platform to let users discuss and collaborate
  • 14. 3) The Right Systems: Automations Free up your Support Agents, let them focus more of their time on Customer Happiness. E.g. • Real-time alerts when customer responds • Automatic notifications when customers don’t get back • Quick dispatch & assignment of service tickets • Escalations when SLAs are not met • Reports • Customer Satisfaction Surveys • Frustration checks e.g. on number of agent interactions
  • 15. 3) The Right Systems: Rewards Gamify your Helpdesk - your Agents remain Happy & Productive. (You should signup for a free 30-day trial of Freshdesk!)
  • 16. The numbers speak for themselves…
  • 17. …and people notice I just ordered stuff from CoolBlue, because my friend told me their service is awesome. (For the average Indian, 3 degrees centigrade is very cold! E-shopping works!)
  • 18. Think Marketing. Think Customer Service. And Then, You Will..
  • 19. 20 THANK YOU. By www.freshdesk.com www.freshdesk.nl