inSpired Event 2017 - Sonos - Principles of good communication

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Principles of good communication by Sonos, by Kenneth Refsgaard, Sr. Manager Digital Care Sonos

Technology

Kenneth Refsgaard • kenneth.refsgaard@sonos.com • @krefsgaard
Principles of good communication by Sonos
#inSpiredEvent2017

Principles of Communication
29-11-2017 SONOS CONFIDENTIAL 3

29-11-2017 SONOS CONFIDENTIAL 4
Communication
has changed

29-11-2017 SONOS CONFIDENTIAL 6
Communication has changed
Consumers to consumers
Many to many conversations
Personal
No fluff
Urgency
From To
Brands to consumers
TV and print Marketing
Phone and email Service
Formal

29-11-2017 SONOS CONFIDENTIAL 7
Two examples

Something goes wrong.
Our customers are talking about it on social and on
our communities.
They’re not happy. They want answers.
Immediately.
We follow our processes. Escalation.
Communication. And we respond.
29-11-2017 SONOS CONFIDENTIAL 8
Example #1
______________________________________
How long did it take? Does our communication meet
customer expectations? How transparent are we?
Did we communicate well?

Our customer preferences have evolved.
We decide to introduce our service teams to new
channels like Messenger and communities.
We define processes and best practices. We train
our teams. And promote these new channels.
29-11-2017 SONOS CONFIDENTIAL 9
Example #2
______________________________________
How easy is it for our teams to transition to these
new channels?
Are we meeting customer expectations with our
responses?
Are we communicating well?

29-11-2017 SONOS CONFIDENTIAL 10
How do we define good
communication?

3 Principles of Communication
29-11-2017 SONOS CONFIDENTIAL 11

29-11-2017 SONOS CONFIDENTIAL 12
Principle #1
Timely
Real-time conversations
Communicate in customers’ pace, not our own
Saying nothing is not an option

29-11-2017 SONOS CONFIDENTIAL 13
Principle #2
Authentic
Like we’re explaining to a friend
Sound like human beings
Show sympathy and empathy
The right tone of voice

29-11-2017 SONOS CONFIDENTIAL 14
Principle #3
Meaningful
What we say has purpose and value
We avoid canned responses
We lean towards transparency

Timely
Authentic
Meaningful
Crisis response
Emails
Social service
Community
Phone interactions
Knowledge base

29-11-2017 SONOS CONFIDENTIAL 16
From Communication to
Experience Principles

Timely
Authentic
Meaningful
Effortless
From Communication to Experience Principles
Audience:
Customer

Authentic Meaningful Effortless EngagedEfficientTimely
CUSTOMER COMPANY TEAMS
From Communication to Experience Principles
Phone
Email
Social
Community
Online
KPIs

Kenneth Refsgaard
#inSpiredEvent2017
Email: kenneth.refsgaard@sonos.com

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inSpired Event 2017 - Sonos - Principles of good communication

1. Kenneth Refsgaard • kenneth.refsgaard@sonos.com • @krefsgaard Principles of good communication by Sonos #inSpiredEvent2017

3. Principles of Communication 29-11-2017 SONOS CONFIDENTIAL 3

4. 29-11-2017 SONOS CONFIDENTIAL 4 Communication has changed

5. 29-11-2017 SONOS CONFIDENTIAL 5

6. 29-11-2017 SONOS CONFIDENTIAL 6 Communication has changed Consumers to consumers Many to many conversations Personal No fluff Urgency From To Brands to consumers TV and print Marketing Phone and email Service Formal

7. 29-11-2017 SONOS CONFIDENTIAL 7 Two examples

8. Something goes wrong. Our customers are talking about it on social and on our communities. They’re not happy. They want answers. Immediately. We follow our processes. Escalation. Communication. And we respond. 29-11-2017 SONOS CONFIDENTIAL 8 Example #1 ______________________________________ How long did it take? Does our communication meet customer expectations? How transparent are we? Did we communicate well?

9. Our customer preferences have evolved. We decide to introduce our service teams to new channels like Messenger and communities. We define processes and best practices. We train our teams. And promote these new channels. 29-11-2017 SONOS CONFIDENTIAL 9 Example #2 ______________________________________ How easy is it for our teams to transition to these new channels? Are we meeting customer expectations with our responses? Are we communicating well?

10. 29-11-2017 SONOS CONFIDENTIAL 10 How do we define good communication?

11. 3 Principles of Communication 29-11-2017 SONOS CONFIDENTIAL 11

12. 29-11-2017 SONOS CONFIDENTIAL 12 Principle #1 Timely Real-time conversations Communicate in customers’ pace, not our own Saying nothing is not an option

13. 29-11-2017 SONOS CONFIDENTIAL 13 Principle #2 Authentic Like we’re explaining to a friend Sound like human beings Show sympathy and empathy The right tone of voice

14. 29-11-2017 SONOS CONFIDENTIAL 14 Principle #3 Meaningful What we say has purpose and value We avoid canned responses We lean towards transparency

15. Timely Authentic Meaningful Crisis response Emails Social service Community Phone interactions Knowledge base

16. 29-11-2017 SONOS CONFIDENTIAL 16 From Communication to Experience Principles

17. Timely Authentic Meaningful Effortless From Communication to Experience Principles Audience: Customer

18. Authentic Meaningful Effortless EngagedEfficientTimely CUSTOMER COMPANY TEAMS From Communication to Experience Principles Phone Email Social Community Online KPIs

19.

20. Kenneth Refsgaard #inSpiredEvent2017 Email: kenneth.refsgaard@sonos.com

inSpired Event 2017 - Sonos - Principles of good communication

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