Hid2013 matt-hooper-art of failure


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This is the presentation I delivered April 18th, 2013 in Las Vegas at the HDI Conference.
In this presentation I highlight how failure to get engaged with a customer leads to even greater business failure. How in IT we have the opportunity to step up and support marketing, but we frequently let our own limits and lack of understanding of the marketing dynamic hold us back.

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  • Track Chair: Earl Begley Session Title: The Art of Failure – Customer Service vs. Customer Engagement Date: Thursday, April 18, 11:15am-12:15pm
  • Customer service and resolution practices are great for remedying transactional issues. But where is the guidance on building a loyal customer base? Social media, "Big Data," and customer surveys have failed to deliver, but somewhere in the dark shadows between IT and marketing lies the answer. In this session, Matt Hooper will explain how you can leverage monitoring tools, processes, "Big Data," and social analytics to create a holistic customer experience that drives loyalty and revenue. By reviewing real case studies, examining the innovative accounting principles of customer development, and taking a lighthearted view of ITIL and lean start-up methodologies, this session promises to be both fun and informative.The Art of Failure – Customer Service vs. Customer Engagement
  • Stealing this from a colleague – I love it. March 1996 - A storm had caused the 2nd shift Windows95 support team to be short-handed Lawyer from NY had just installed Drivespace a disk compression utility. Upon the reboot the PC hung with an error message Operating System not found. I knew immediately he had Norton Utilities on that PC. I also knew, he would have to uncompress his Drivespace - at least a 4hour process. It was already 10:50pm - my shift ended in 10minutes. This was my first introduction into Business Crisis because of technology. So before I started I asked one simple question... “ Why did you run DriveSpace?” It turns out he was trying to get his data off a PC and on to Laptop. Everything on the Laptop was wipeable. I spent the next 2hours reinstalling his OS, Setup DriveSpace, then copied over his files. It was now 1am, 2hours past my shift, but he was up and running and ready for his day in court.... literally This was my first experience with Customer Engagement. When I first realized that the Customer Service I had provided to others, were really still failures.
  • Aristotle said if you want to avoid opposition, you must say nothing do nothing be nothing this is not an option for leaders let your actions betray your uncertainties - be not afraid managed risk is wildly realistic about realities wildly unrealistic about potentials
  • FAILURE: Uncaused Life happens fast and accidents happen. Sometimes we are just going to take a log to the face. As you reflect on your failures, it’s easy to be overwhelmed by them. You must remember you are not the sum of all your failures. You have been, by the very nature of your being here today, more successful than you are a failure.
  • We can be our own worst critic, and we can take a single event of failure and label our whole career by that. This self-criticism can be damaging. We need to be self-compassionate. Especially when we have taken risks. We must reward ourselves for what drove us to take that risk. We must then also be mindful of what caused our failure. FAILURE: Due to risks Other times our failure happens because we pushed things too far, or took to great of a risk
  • FAILURE: Others will never stop failing us. Technology is always going to fail us. Some… more than others. This sometimes comes in the form of opposition As leaders, we must expect opposition. If our ideas are not being challenged, then likely we have dysfunctions in our team. Patrick Lencioni in his book 5-Dysfunctions of a team discussed this under the dysfucntion of “Fear of Conflict” He describes it as Artificial Harmony However, we should never let fear keep us from getting the job done. Fear is a liar Fear will make you say “Don’t Do It” or “Do it all at once” Fear will never say “you’ve regretted enough” it will also make you regret
  • But don’t be stupid. FAILURE: Sometimes we just do stupid thing when we try to get a job done. Then there are times, we are just stupid. Remember managed risk means We are widely realistic about present circumstances – but wildly unrealistic about the future
  • Owning up to mistakes will help our confidence to see how we beat failure. FAILURE: Can come when we do not take into consideration the limitations of others. Especially when its or our own. For example: How many have spoken at event like this. Maybe you received 50 or 60 positive reviews, and 4 or 5 negative ones. Did your emotions react 10 times as much to the positve then the negative. That is what the score shows you. No you didn’t you stressed and turmoiled over the 10%
  • Part of this problem comes from the Survey’s and the way that your failure was communicated to you. FAILURE: Constant failure in our communication with our customers. Communication is frequently a source of failure, and that is going to be a major focus of our discussion today. Sometimes things are just in the wrong context. Let’s consider a few: Policies
  • Failure: Policies Customer Service Policies
  • OPEN/CLOSE     - We start with what are we able to provide for support.
  • CLEANERS        - Should start with what does the customer need.
  • GOLF BALLS - Do we preach policy, or educate on risk? i.e.  "This violates SOX compliance, we can't do it."  vs. "If we did that we would have to incorporate all these assets into our audit plan, increase security measures, and increase the the validation time on all releases.  By utilizing system x, we avoid these SOX issues and
  • SHOWER     -What data do we want to collect?                    - Should start with "what are our customers willing to share"  and when
  • CAT         - What's in it for them to fill out Survey's                    - Satisfied vs. dissatisfied incentive to reply
  • CHINESE  - Reality is no one really likes answering questions
  • BMUP   - Let's face it, IT is not always the best communicator
  • It’s not the information you have, it’s the way you convey it. WORMS   - What message are we sending
  • POLICY: Policy driven support frequently lacks the clarity needed for people to know what you want them to do. TOILET   - Our message to our customers is usualy complex and confusing
  • LEFTNOW     - Are we giving wrong directions? Or as Ian Clayton “Outside In” preacher and author of Universal Service Management Body of Knowledge (USMBOK) says ” Do we walk in our customers shoes?”
  • WUFFWUFF  -  Can you speak their language? Seriously, have you listened to a team that uses nomenclatures, acronyms, and technical jargon. LESSON: Speak so you customers can understand you. Speak in their language.
  • At the end of the day, it's all about the delivery.  Deliver and your customers will be happy. SCHEDULE -  Failing to deliver options or solutions they need is failure.
  • MCDONALDS - Customer really doesn't care about why you can't deliver.
  • INVISIBLE  - We can not disappear or be invisible, ownership and presence are key In crisis mode, we can’t have the atitude, don’t call us, we’ll call you.
  • Marketing has taken a controlling positions. MOUSE - Willing to take huge risks to try and secure customers
  • DUCKS - Marketing rarely has the customers long-term interests at heart, they are more transactional
  • It’s like Little Data – But Bigger I was talking to this guy in Texas the other day. He said : “Matt do you know what we call Big Data down here in Texas?” I said no – what? He said – Data Big Data can hold out some great potential, but there are risks.
  • KEYHOLE - By analyzing closely what customers are doing, we can increase the engagement. We get a sense for what they like, their needs, wants, desires. This can help us serve them better. However, it can also be….
  • CREEPY - When people FEEL like they are being watched, it makes them creeped out. Customers, especially via technology and the internet feel a sense of anonymity and protection. If you violate that, you will alienate your customers… potentially forever.
  • DIKW - Customer Service professionals need to be involved.  IT has a place in this discussion. (review slide) IT has the ability to and experience to explain – Techno Empathy. People think I’m a bit crazy here, but I truly feel like I connect with technology. When I was a system admin, I would know a server was down before my pager went off. I frequently look for my cell phone before it rings. I’ll get a feeling dread and need to check my email, to find an unpleasant email in my inbox. Whether you feel humans can be affected by technology to this level or not, one thing is for sure: We react to the information given and received, and information is the most intimate and personal element of self. How do we know we exist: “I think… therefore I am.” So what happens when people cross the line.
  • Source: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/ So Target started sending coupons for baby items to customers according to their pregnancy scores “ My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again. nveys how eerily accurate the targeting is. An angry man went into a Target outside of Minneapolis, demanding to talk to a manager:
  • Zappos used unsavory marketing and advertising pracices by utilizing a “tagging” technology. By dropping certain signatures in pictures, Zappos was able to essentially “stalk” their existing and potential customers around the internet.
  • Even captain ethics themselves Google have crossed the line, and came under huge criticism and potential law suits because of over-collecting and over-sharing without consent.
  • SOCIAL MEDIA BIGMOUTH - When it comes to social media, companies spend more time shouting than listening.
  • (Pew http://bit.ly/lJdBPI). If a positive or negative issue resonates, it will travel from network to network and grow quickly and exponentially. media, they have an insatiable appetite for controversy and publish 24/7. The bigger the brand and more negative the story, the more likely the Press will follow. People have learned that what you post, where you post, and how you post makes a big difference. Carefully crafted messages posted to influential sites and posted to generally easy to monitor sites using company, brand, product, and stock symbol keywords and hashtags will be picked up quickly.
  • STOLEN - Be helpful Too many companies have taken to arguing or defending themselves on social media. Expecting only people to say nice things on your facebook is as naive. If you have enabled your customers or ex-customers, or even worse, your competition the ability to spray graffiti on your brand, then expect that and own it. Be helpful. We know the customer is not always right. However, make it easy for people to get in touch with you. If you don’t have an easy contact us page, your email blasts say no-reply, no one watching your social channels, then you are holding your customers attention hostage.
  • HELLOMS - Be Present So let’s analyze how a company might fail at this. Verified account Moderator pictures High number of followers and following High nuber of tweets Profile picture Profile actually says it’s the “Official” channel -Review dates and isses
  • CHANNEL - Be Consistent Complete confusion Hotmail -Active -Being watched Not verified MSN good job
  • So how can we improve and help prevent some of these failures. Be Real – Be Honest – Be Humble Observer like a child, act like an adult. BLOCKS - Be Honest. Honesty is key.   Most people know you are collecting data, if you use it but don't tell them, then that's the problem. Develop and harness your techno-empathy. Techno-empathy protects our humanity. Humans buy from Humans Anonymity Prejudice Profiling Predator Empathy Genuine Authentic Integrity
  • GENIUNE/FAKE - Be Authentic If you are using an automated feed – state it. If you are “re-purposing content” – state the source. If you are trying to engage – engage. If you are marketing – Market. You will not fool the crowd. http://www.ukpuzzle.com/rsp
  • SEWER/POOL – Be CRYSTAL Clear on how you operate. Clarity on what you take from your customer. And what you give them.
  • ENGAGEMENT  - Ensure consent, use legit ad serving services,  monitor all channels, don't abuse data and technology
  • It is imperative that the customer has a voice in what data is collected and what is stored. ZIPPERMOUTH -   Listen, Listen, Listen
  • MODERATOR - Use the right people The New Community Manager – What is it? Marketing, Customer Service, Customer Support. You need to figure that out for you. If you are a high-tech company, having a college marketing intern manage your social media and forums could be your demise. Remember your community is your best moderator. Find a person who can increase engagement, energy and can help things move in a positive direction. Our goal is to give our customer their voice, be authentically involved and “BE HELPFUL & PRESENT”
  • Source: http://www.forbes.com/sites/kashmirhill/2012/02/24/target-isnt-just-predicting-pregnancies-expect-more-savvy-data-mining-tricks/ Design our collection, retention and analytics on the goal of the customer. I love this model, because it’s clear that we treat people on our properties as “Guests”.
  • Just kidding
  • Take a moment and fill out the keywords on your chart.
  • Now try and fill in as much of the information as possible.
  • Twitter.com/seach-advanced
  • Still failing....
  • Hid2013 matt-hooper-art of failure

    1. 1. & FAILArt of Failure: Customer Service vs. Customer Engagement! 1
    2. 2. Art of Failure: Customer Service vs. Customer Engagement!Presented by:Matt HooperAcorio VP of StrategySHIFT co-founderBoston, MA USA@vigilantguyITshift.orgmhooper@acorio.comLinkedIn: Matthew B Hooper Prepared for HDI - Date: 18.03.13 2
    3. 3. Who you are missing? 3
    4. 4. “if you know your enemies and knowyourself, you will not be imperiled in ahundred battles”-Sun Tzu (The Art of War)“failure is inventible, so be humble in yourability to accept it and relentless in yourpursuit to avoid it”-Matt Hooper (The Art of Failure) 4
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    28. 28. Big Databig DATA 28
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    31. 31. CREE PY 31
    32. 32. Man cannot live on Data Alone• DIKW:Data – Information – Knowledge – WisdomWhat you collect and learn is only half the game.How you communicate and execute is what will determine your success.We must learn from others mistakes… less we experience the same fate. 32
    33. 33. Big Data – Big MistakesTargets – Predictive Targeting“What Target discovered fairly quickly isthat it creeped people out that thecompany knew about their pregnanciesin advance.” 33
    34. 34. Zappos - Ad Stalking“For days or weeks, every site I went toseemed to be showing me ads for thoseshoes,” said Ms. Matlin, a mother of twofrom Montreal. “It is a pretty clevermarketing tool. But it’s a little creepy,especially if you don’t know what’s goingon.” 34
    35. 35. Uhmm… Google – do u know what personal space is? 35
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    37. 37. The Customers VoiceAmplification• The average American has 634 ties in their social network• The Press is always listening to social• Activists and individuals have learned how to “crank up” the Amplification to increase amount and velocity of spread. 37
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    39. 39. Hello??? Anyone Home 39
    40. 40. Channel dilemma 40
    41. 41. The Human Problem 41
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    44. 44. True Engagement• Ensure explicit consent. No consumer should receive offers unless they have specifically authorized the platform or marketer to send them.• Use apps and ad-networks from legit sources. Work with platforms and apps that are members of the Mobile Marketing Association (MMA), which has developed extensive industry guidelines.• Monitor all channels. Be where your customers are. Blogs, Twitter, Facebook, LinkedIn, yes even Google+• Dont abuse the technology. Just because you have information on a customer, doesn’t mean you always need to use it. Choose wisely what data to use and when. 44
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    47. 47. Make Big Data Work! 47
    48. 48. The Process 48
    49. 49. “What” to “Can” worksheet Twitter Facebook LinkedIn EmailSalesKeywordSupportKeywordDeliveryKeywordSupporterKeywordHaterKeywordFailKeyword 49
    50. 50. Channel InventoryChannel Purpose OwnerSupport@Sales@Info@Website - CommentsWebsite - BlogCompany ForumsTwitterFacebookLinkedInGoogle+ 50
    51. 51. Processing ViewsSentiment Twitter Facebook LinkedIn EmailLove usHate usUse usNeed usWant us 51
    52. 52. Thank YouMatt Hooper@vigilantguyLinkedIn: Matthew B HooperBlog: vigilantguy.comMedia: Itshift.orgEmail: mhooper@acorio.com 52
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    54. 54. Thank you for attending this session. Don’t forget to complete an evaluation form! 54