Ted: Here’s a story with a very different ending. Josh Korin, iPhone failed, Best Buy store manager refused to give him a replacement. Tweets (596 followers): “Worst customerservice ever? Bestbuy, what’s the point of Geek Squad phone insurance, if you replace an iPhone with a Blackberry? Honor your insurance plan. Best Buy has Twelpforce. An army of 2,500 people. Customer service. Geek squad. In-store Blue Shirts. All listening and responding. Coral Biegler looked him up. Solved his problem. Tweeted that she would get an answer. And then arranged for the replacement he needed. But the point is not that they listen to Twitter and respond. This company is built differently, it runs differently. For example, this guy is Ben Hedrington. When the idea of Twelpforce originally came up, he figured out how to do it. He’s a technical guy in marketing. Then he turned it over to this guy. John Bernier. He pushed it through to completion. Labor laws, the rollout – he made it all happen. And they all were able to succeed because of this guy: Barry Judge. He’s the CMO. And he runs best buy’s marketing in such a way that people like John Bernier, Ben Hedrington, and Coral Biegler can come up with the ideas, implement them, and reach out to empowered customers. Which is a good thing, because Josh Korin is married to Amy Korin, she has thousands of followers, and now they’re both tweeting about what a great place Best Buy is.
Another example. Pharma, hard to do word of mouth. Restrictions. Synvisc-One. Injection for sore knees. Lubricant. People 55+ Christine Waite, worked with Healthtalker. Find people who had the product and liked it. Recruit them into program. Train them. Given them materials. They then talk about it with others. 450 people in pilot program generated 1500 conversations. Will expand. People will go to orthopedist.
2011 Austin SBS | Josh Bernoff, Empowered Employees
Only An Empowered Employee Can Serve An Empowered Customer <ul><li>Josh Bernoff Senior VP, Idea Development Coauthor, Groundswell and Empowered </li></ul>bernoff.com @jbernoff
Josh: All I need is the promise that when I go into the bank after my trip is over, you'll refund the money when I give back the Euros. Terry: I really am unable to comment on this but we will assist you as far as possible. Josh: Not really a good answer. Terry: I understand but it is out of my reach. Terry: I cannot make promises, as it needs to be researched in a banking center only. Josh: Me and my 10,000 twitter followers (@jbernoff) will be waiting to see how resourceful you are.
jbernoff: @twelpforce Where can I get a replacement car adapter for a Garmin in a hurry? Do you have them at the stores? emilyBBY1035: There are two listed on the website, and they should be in stock in most stores. If you search "garmin vehicle power cable" they will both be listed. jbernoff: @emilyBBY1035 This looks like what I need: http://bit.ly/dpJTt1 . If I go to Burlington, MA store, can I pick it up there? It will be in stock? emilyBBY1035: @jbernoff It says on my stock sheet that they have it in stock, but be sure to call and have them hold it to be sure. Number is 781 238 8149 jbernoff: @twelpforce @emilyBBY1035 Twelpforce pays off. I not only got the replacement GPS adapter you promised, . . .
Photo: Search Engine People Blog via Flickr Only an empowered worker can serve an empowered customer
HERO highly empowered and resourceful operative
Social participation has grown Creators Critics Collectors Joiners Spectators Inactives Conversa- tionalists 2007 2010 Proportion of US online consumers in each Social Technographics ® group Base: US online consumers Source: Forrester North American Technographics surveys, Q2 2007 and Q2 2010 18% 25% 12% 25% 48% 44% 23% 31% 33% 19% 59% 68% 19%
Four technologies empower customers Smart mobile devices Social technology Pervasive video Cloud computing services
How to treat customers as a channel Identify your Mass Influencers. Which of your customers spread messages? Deliver groundswell customer service. Reach out to those engaging in social channels. Empower with mobile information. Provide support, service, info on mobile platforms. Amplify your fan activity. Find your best customers; get them talking. I D E A
Peer influence is highly concentrated Source: North American Empowerment Online Survey, Q4 2009 Base: US online adults I Identify Mass Influencers Mass Connectors MC MC 6.2% of 176 million online adults 80% of 256 billion influence impressions Mass Mavens MM MM 13.4% of 176 million online adults 80% of 1.64 billion influence posts
Best Buy’s service creates promoters D Deliver groundswell customer service
Leonard Bonacci taps the wisdom of crowds E Empower with mobile information
Genzyme amplifies happy Syncvisc-One patients A Amplify fan activity
HERO Compact HEROes <ul><li>Know customer needs </li></ul><ul><li>Use technology to serve customers </li></ul><ul><li>Operate safely </li></ul>Managers <ul><li>Make innovation a priority </li></ul><ul><li>Support HEROes </li></ul><ul><li>Work with IT to manage risk </li></ul>IT <ul><li>Support HEROes with technology </li></ul><ul><li>Scale up solutions </li></ul><ul><li>Provide tools to manage risk </li></ul>
Tips for consumer-facing managers <ul><li>Embrace new technologies. </li></ul><ul><li>Encourage experimentation. </li></ul><ul><li>Commit to collaboration systems. </li></ul><ul><li>Use councils to spread best practices. </li></ul>
Encourage staff to use new tech <ul><li>Proportion of people who . . . </li></ul><ul><ul><li>Use their own smart phone for work: 8% </li></ul></ul><ul><ul><li>Download and use applications on a work computer: 12% </li></ul></ul><ul><ul><li>Use unsanctioned login-required sites for work: 27% </li></ul></ul>1 Embrace new technologies Source: North American Empowerment Online Survey, Q4 2009 Base: US online information workers Photo: startrek.com Resistance is futile. (Empower instead.)
How leaders talk to HEROes <ul><li>“ We have a high tolerance for experiments.” – Scott Cook, Founder, Intuit </li></ul><ul><li>“ We’re nearly always in a half-baked mode. Half-baked ideas allow people [both internally and externally] to give you feedback.” – Barry Judge, CMO, Best Buy </li></ul><ul><li>“ As a social pioneer, learn how to take the arrows and risks and move fast. Experiment.” – Manish Mehta, VP of Social Media and Community, Dell </li></ul>2 Encourage experimentation
BBVA innovators share and react to each other 3 Commit to collaboration systems
Manish Mehta connects social innovators 4 Use councils to spread best practices Dell Global Social Media 2009
Some thoughts to take away <ul><li>Empowered consumers, more potent than ever, are a channel. </li></ul><ul><li>Four steps to tap consumers as a channel </li></ul><ul><ul><li>Identify Mass Influencers. </li></ul></ul><ul><ul><li>Deliver groundswell customer service. </li></ul></ul><ul><ul><li>Empower with mobile information. </li></ul></ul><ul><ul><li>Amplify fan activity. </li></ul></ul><ul><li>Empowered workers need technology freedom, support for experiments, collaboration tools, and councils to spread best practices. </li></ul>
Thank you <ul><li>Josh Bernoff </li></ul><ul><ul><li>+1 617.613.5780 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Bernoff.com </li></ul></ul><ul><ul><li>@jbernoff </li></ul></ul><ul><li>For copies of the slides, go to : </li></ul><ul><li>www.forrester.com/SocialBusinessSummit2011 </li></ul>