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Customer experience with IPC Media & Bluewolf


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Learning from the IPC Media Consumer Journey: The Customer Experience and the Emergence of social as a service channel

1) Learn how Service effects the larger brand, how every department has a responsibility to the customer and how leading organisations are embracing Social as a Service channel.

2) From Zero to Advocacy the IPC Media Consumer Journey

Published in: Technology
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Customer experience with IPC Media & Bluewolf

  1. 1. WELCOME
  2. 2. Today’s Agenda › Welcome › Bluewolf: Customer Experience and the Emergence of Social as a Service Channel › IPC Media: Consumer Obsession at Woman's Weekly › Q&A
  3. 3. Nanik Mirpuri Managing Director, Bluewolf Your Presenters Simon Denny Affiliate Director, IPC Media
  4. 4. Customer Experience
  7. 7. Emergence of Social as a Service Channel
  8. 8. Let me tell you about my iPad…..
  9. 9. 60% of the purchasing decision is made before speaking with a human Source: Corporate Executive Board
  10. 10. Poor Service Affects Your Larger Brand
  11. 11. Contact Centers Drive Bottom Line Impact
  12. 12. Leading organisations are not only measuring the time and cost it takes to service a customer, but their customer's overall engagement with their brand. Social as a Service Channel
  13. 13. 79% use or plan to use social media for business initiatives Source: Harvard Business Review
  14. 14. Source: Harvard Business Review
  15. 15. 60% of companies still don’t respond to social posts! Source: Live Ops Research
  16. 16. A Real Example: Vodafone Australia Email Volume
  17. 17. It is not too late, but soon it will be… Source: Saleforce – “ROI of Social Media”
  18. 18. Thank You
  19. 19. Consumer Obsession for Woman's Weekly From Zero to Advocacy – a Consumer Journey Simon Denny Affiliate Director, IPC Media
  20. 20. Content on Good to Know - instruction videos & 1000+ recipes Facebook – 6.5k Friends WW Shop delivers the highest sales volumes in IPC Twitter – 1.2k followers Pinterest – NEW for Summer 2013 WW Fiction on Kindle – over 3k downloads YTD All WW issues available on iPad, Kindle Fire, Nook & Zinio – over 5k downloads YTD CAMPAIGNS SHOP ONLINE PRINT SOCIAL MEDIA Woman‟s Weekly Live – 10k visitors in launch year Fiction Workshops – 6 dates sold out in 2013 EVENTS & COURSES Specials Series selling over 100k copies per month The UK‟s best selling magazine for mature women – 638k readers every week NEW Book Series launching Autumn 2013 Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand Highly engaged website audience - 68k UU and 1.7m PI per monthKnitting, Craft & Cookery workshops planned for 2014 DIGITAL EDITIONS
  21. 21. Communication & Contact Strategy › Contact strategy: › Who, where, when & how often › Communication strategy: › What do we say & why are we saying it › Communications triggered by events & behaviors: › Welcome program › Refer a friend › Cross & up sell › Pending lapsed › Lapsed & win back › Customer service & satisfaction › Delivered via relevant channels:
  22. 22. The Aim: From Zero to Advocate Browser Intender Purchaser Subscriber Advocate • Subscribe to our magazines • Subscribe to our clubs: − Knitting − Craft − Gardening • Support & access to expert help • Cookie profiling • Increment data capture • Targeted comms • On-going data enrichment (browsing behaviour, survey questions & feedback) • Tailored content & promotional messages • Rewards for loyalty • Encourage subscription behaviour • Engaged „experts‟ as super users & contributors • Experts provide community support & advice • Advocacy tracked & rewarded
  23. 23. How: Social Consumer Service Salesforce Service Cloud Browser Intender Purchaser Subscriber Advocate Frequently Asked Questions Self Service Query Submission & Resolution Live Chat Support Communities VIP Communities Contributing Support Contributing Support Contributing Support
  24. 24. How: Listening & Engagement Browser Intender Purchaser Subscriber Advocate Salesforce Marketing Cloud Listening for….. Rant Rave Advocacy Competitors Trends Influence Engagement Campaigns (Blogger outreach / Facebook advertising) Showcase ‘Your Makes’ Voting, Polls, Surveys Rewards Blogger Outreach Competitions & Freebies Quizzes Progressive profiling
  25. 25. Success Measures Better Serve our Customers Increase # active customers Increase customer satisfaction Increase average revenue per customer
  26. 26. Thank You: Q&A