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Stop the paradox

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To move forward in word-of-mouth, companies need to stop the paradox: saying they care about clients, but in reality they don't care at all!

To move forward in word-of-mouth, companies need to stop the paradox: saying they care about clients, but in reality they don't care at all!

Published in: Business, Education
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  • @phasselsmonning Some more recent facts and figures can be found in the presentation 'the 4 C's of the conversation company'. In this presentation the stats are not included, but the model is created based on a large European data set.
    The 4 C's deck contains more stats, hope that helps you further.
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  • 'Start caring' is een terechte oproep aan veel bedrijven, ook in B2B. De Conversation Company verwijst op pag 125 naar dit Stop the Paradox-onderzoek. Hierbij staat aangegeven dat 'bedrijven sneller groeien dan hun sectorgenoten als ze deze vier componenten managen'. De vier componenten zijn de 4 C's: customer experience, conversatie, content en collaboratie.

    Dit klinkt plausibel. Waar zijn de kwantitatieve inzichten en conclusies te vinden die deze betere groei onderstrepen?
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  • (Sorry, Only brazilian readers)
    Aprenda com a nova série: 50 e POUCAS DICAS
    https://sites.google.com/site/andreluizbernardesarticles/home/50_poucas_dicas_promover_blog_site

    01.COMPARTILHANDO REFERÊNCIAS ÚTEIS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas

    02.ASSINATURA EM E-MAILS, ARTIGOS E COMENTÁRIOS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-02assinatura-em-emails-artigos-e-comentrios

    03.COMENTE TUDO, NÃO SEJA TÍMIDO —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-03
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  • though provoking and creative great combination
       Reply 
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    Your message goes here
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  • 1. Stop the Paradox
    Steven Van Belleghem -- @Steven_InSites
    @Steven_InSites
    Stop the Paradox
    by Steven Van Belleghem
    #CM48
  • 2. Word-of-Mouth is growthdriver
    Word-of-Mouthjust happens
    @Steven_InSites #cm48
  • 3. Word-of-Mouth is growthdriver
    73%
    Word-of-Mouthjust happens
    80%
    @Steven_InSites #cm48
  • 4. @Steven_InSites #cm48
  • 5. Clienthappiness is important
    Client service is tooexpensive
    @Steven_InSites #cm48
  • 6. @Steven_InSites #cm48
  • 7. % neverreplies to questions:
    11%throughcustomer service
    24%onbrandedsocial media
    28%onsocial media
    @Steven_InSites #cm48
  • 8. Everyclient is important
    Ifonly 500 clients are unhappy, well…
    @Steven_InSites #cm48
  • 9. 40%
    negative
    7%
    negative
    @Steven_InSites #cm48
  • 10. The paradox?
    40%
    negative
    7%
    negative
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 11. We say we care,but we don’t
    40%
    negative
    7%
    negative
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 12. 2 simplequestions:
    40%
    negative
    7%
    negative
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 13. How important are happy clients?
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 14. Are youseriousaboutit?
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 15. 3 attitudes:
    40%
    negative
    7%
    negative
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 16.
  • 17. @Steven_InSites #cm48
  • 18.
  • 19. 16%
    77%
    7%
    @Steven_InSites #cm48
  • 20. How important are happy clients?
    Very important!
    Very open & positiveintentions!
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 21. Are youseriousaboutit?
    NO!
    @Steven_InSites #cm48
    @Steven_InSites #cm48
  • 22. Only 1 option…
    40%
    negative
    7%
    negative
  • 23. Happy clients
    Positive
    WOM
    Growth
    @Steven_InSites #cm48
  • 24. Productdevelopment
    CO-CREATE
    Listening
    WOM strategy& policy
    Touchpoints experience
    Conversationson & offline
  • 25. WOM strategy
    @Steven_InSites #cm48
  • 26. Notanisland
  • 27. Create context forsuccess
  • 28. A policythatworks
  • 29. 32%: policy in place
  • 30. 42%: no interest
  • 31. New KPIs
  • 32. New KPIs: 38%
  • 33. Reach: L - H
    Sentiment: neg - pos
    @Steven_InSites #cm48
  • 34. As a manager
    As a brand
    As a peer
    Observe
    Facilitate/Co-create
    Join
  • 35. As a manager
    As a brand
    As a peer
    Observe
    Facilitate/Co-create
    Join
  • 36. 64%
    consider keeping track of what consumers are saying a priority
    2010
  • 37. 2010
    20%
    Is tracking consumer conversations
  • 38. Specific team listens
    Wholecompanylistens
    @Steven_InSites #cm48
  • 39. 80%
    20%
    Specific team listens
    Wholecompanylistens
    @Steven_InSites #cm48
  • 40. We are ALL listening
    Leads to higher business growth
  • 41. As a manager
    As a brand
    As a peer
    Observe
    Facilitate/Co-create
    Join
  • 42. 20%
    has a community
  • 43. Highergrowth
    20%
    has a community
  • 44. Co-Creation
  • 45. As a manager
    As a brand
    As a peer
    Observe
    Facilitate/Co-create
    Join
  • 46. 40%of companies is NOT present onsocial media
  • 47. 20%of companies has a Twitter account
  • 48.
  • 49. Stop the Paradox
    @Steven_InSites
    Stop the Paradox
    by Steven Van Belleghem
    #CM48
    @Steven_InSites #cm48
  • 50. Productdevelopment
    CO-CREATE
    Listening
    WOM strategy& policy
    Touchpoints experience
    Conversationson & offline
  • 51. Productdevelopment
    CO-CREATE
    R&D
    Operations
    Listening
    Board, HR
    Legal, IT
    WOM strategy& policy
    Marketing
    Sales,
    Communication &IT
    Touchpoints experience
    Conversationson & offline
    Cust ServiceSales, channel,
    IT & operations
  • 52. ConversationManager
    Strategic level
    Coördinates WOM implementation
    Facilitate WOM in all departments
    KPI setting & follow up
    @Steven_InSites #cm48
  • 53. Notanisland
  • 54. Productdevelopment
    CO-CREATIE
    ConvMgr
    ConvMgr
    Listening
    WOM strategy& policy
    Touchpoints experience
    Conversationson & offline
    ConvMgr
  • 55. 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
    @Steven_InSites #cm48
  • 56. Finalidea…
    @Steven_InSites
    Stop the Paradox
    by Steven Van Belleghem
    #CM48
    @Steven_InSites #cm48
  • 57. Consumer in the boardroom
  • 58. CCO
  • 59. Chiefconsumerofficer
  • 60. 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

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