Stop the paradox

Stop the Paradox
Steven Van Belleghem -- @Steven_InSites
@Steven_InSites
Stop the Paradox
by Steven Van Belleghem
#CM48

Word-of-Mouth is growthdriver
Word-of-Mouthjust happens
@Steven_InSites #cm48

Word-of-Mouth is growthdriver
73%
Word-of-Mouthjust happens
80%

Clienthappiness is important
Client service is tooexpensive

% neverreplies to questions:
11%throughcustomer service
24%onbrandedsocial media
28%onsocial media

Everyclient is important
Ifonly 500 clients are unhappy, well…

40%
negative
7%
negative

The paradox?
40%
negative
7%
negative

We say we care,but we don’t
40%
negative
7%
negative

2 simplequestions:
40%
negative
7%
negative

How important are happy clients?

Are youseriousaboutit?

3 attitudes:
40%
negative
7%
negative

16%
77%
7%

How important are happy clients?
Very important!
Very open & positiveintentions!

Are youseriousaboutit?
NO!

Only 1 option…
40%
negative
7%
negative

Happy clients
Positive
WOM
Growth

Productdevelopment
CO-CREATE
Listening
WOM strategy& policy
Touchpoints experience
Conversationson & offline

WOM strategy

Notanisland

Create context forsuccess

A policythatworks

32%: policy in place

42%: no interest

New KPIs

New KPIs: 38%

Reach: L - H
Sentiment: neg - pos

As a manager
As a brand
As a peer
Observe
Facilitate/Co-create
Join

64%
consider keeping track of what consumers are saying a priority
2010

2010
20%
Is tracking consumer conversations

Specific team listens
Wholecompanylistens

80%
20%
Specific team listens
Wholecompanylistens

We are ALL listening
Leads to higher business growth

As a manager
As a brand
As a peer
Observe
Join

20%
has a community

Highergrowth
20%
has a community

Co-Creation

As a manager
As a brand
As a peer
Observe
Join

40%of companies is NOT present onsocial media

20%of companies has a Twitter account

Stop the Paradox
@Steven_InSites
Stop the Paradox
#CM48

Productdevelopment
CO-CREATE
Listening

Productdevelopment
CO-CREATE
R&D
Operations
Listening
Board, HR
Legal, IT
Marketing
Sales,
Communication &IT
Cust ServiceSales, channel,
IT & operations

ConversationManager
Strategic level
Coördinates WOM implementation
Facilitate WOM in all departments
KPI setting & follow up

Notanisland

Productdevelopment
CO-CREATIE
ConvMgr
ConvMgr
Listening
ConvMgr

ConversationManager
Strategic level
Coördinates WOM implementation
Facilitate WOM in all departments
KPI setting & follow up
HR
mkt
sales
R&D
legal
Com
Serv
Listening
Co-create
Join
fans

Finalidea…
@Steven_InSites
Stop the Paradox
#CM48

Consumer in the boardroom

Chiefconsumerofficer

Thank you!Download bookfromapp store #iPadFirst interactivemgmbook!
“This is the new conventional wisdom. Use it or lose!”
Seth Godin
author Purple cow
Good luck!
Questions, feedback, remarks:
Steven@InSites.eu
Follow me: @Steven_InSites
Join me on LinkedIn
www.theconversationmanager.com
#CM48
@Steven_InSites

http://www.conversity.be	103
http://www.zoltanjanosi.com	15
http://www.thenakedbrand.com	10
http://www.onlydoo.com	1
http://marcbreidbach.posterous.com	1
http://posterous.com	1
http://new.theconversationmanager.com	1
http://paper.li	1
http://translate.googleusercontent.com	1

Stop the paradox

by steven van belleghem on Oct 15, 2010

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