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Directors forum presentation


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Directors forum presentation

  1. 1. The Evolution of Customer Engagement<br />Mark Kirby<br />Managing Director – GoResponse<br />CEO - GoEngage<br /><br />
  2. 2. Internet Use Is Changing<br />
  3. 3. 2009: Social Networking Surpasses Email<br />
  4. 4. If all April 2010 UK Internet time was condensed into one hour how much time would be spent in the most heavily used sectors?<br />
  5. 5. Now &<br />The Future<br />@<br />The Transition of Engagement<br />
  6. 6. Todays Customers Look to the Cloud for Answers<br />Social Sites<br />Portals<br />Community Sites<br />By 2012, 65% of Customer Service interactions will happen onlineGartner<br />
  7. 7. The Power of One<br />BEFORE<br />AFTER<br />Customers could be managed with a 1-2-1 relationship<br />Now customers have an audience<br />
  8. 8. Ravers<br />Raving Nutters<br />Raving Fans<br />
  9. 9. The Problems<br />How do we engage and influence?<br />Who are they?<br />Facebook is just for kids…<br />How much and what are the returns?<br />Is it marketing, PR or Customer Services problem?<br />Where are they?<br />
  10. 10. The Opportunities<br />Influence communities – not just customers<br />Low Cost / Real Time Research<br />Mega-efficient Customer Services<br />Unearth instant sales opportunities<br />
  11. 11. Two Key Areas of Engagement<br />Inbound<br />Outbound<br />Facebook fan pages<br />Monitoring<br />Twitter<br />Support desks<br />Engagement<br />
  12. 12. Discover<br />The Listening Grid<br />
  13. 13. The XFactor Winner is…<br />
  14. 14. Evaluate<br />Classify:<br />Product Review<br />Sales Lead<br />Company Review<br />Customer Service<br />Company Outreach<br />Etc.<br />Status:<br />Needs Engagement<br />Needs Escalation<br />No further action required<br />
  15. 15. Evaluate<br />
  16. 16. Engage<br />Where is my local store?<br />How do I get help?<br />What bad service…<br />Where can I get…<br />
  17. 17. Engagement Strategy- The Dos<br />Offer empathy and care<br />Sound like a person – not a business<br />Respond within reasonable time-frames<br />Set achievable expectations<br />Respond with an honest tone<br />Be positive and brand evangelical<br />Meticulously ensure that post evaluation is accurate<br />
  18. 18. Top-line Engagement Strategy- The DONTs<br />Don’t get into conflict<br />Don’t post information that is not 100% accurate<br />Don’t guess<br />Don’t sound like a sales person<br />Don’t belittle a poster<br />If in doubt - ESCALATE<br />
  19. 19. Examples of Basic Engagements – e.g. Twitter<br />No problem. You might find this link helpful. Let me know!<br />Thanks for the mention!<br />I’m new at ABC Company. Really sorry you feel this way. I'm passionate about what people think about us. Can I get a colleague to contact u?<br />Hi, I work with ABC Company and am pleased to say that delivery before Christmas is no problem if ordered before Friday<br />Hi. Saw your posts and had a word with my boss. Here is a link for all that gets 5% discount on orders b4 Friday!<br />** After a mention, compliment , etc. make sure to follow (if not following already) from the Twitter company account<br />** These are examples of what can be said, please do not resort to “copy/paste” answers as<br />every response is different and should be treated that way.<br />
  20. 20. The Future - True Blended Contact<br />Optimisation of staff resource with social media management<br />Traditional utilisation of staff time (on call time)<br />
  21. 21. The Future of Engagement<br />Customer Services<br />Community Services<br />