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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

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inSpired Event 2017 - Sonos - Principles of good communication

  1. 1. Kenneth Refsgaard • kenneth.refsgaard@sonos.com • @krefsgaard Principles of good communication by Sonos #inSpiredEvent2017
  2. 2. Principles of Communication 29-11-2017 SONOS CONFIDENTIAL 3
  3. 3. 29-11-2017 SONOS CONFIDENTIAL 4 Communication has changed
  4. 4. 29-11-2017 SONOS CONFIDENTIAL 5
  5. 5. 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
  6. 6. 29-11-2017 SONOS CONFIDENTIAL 7 Two examples
  7. 7. 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?
  8. 8. 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?
  9. 9. 29-11-2017 SONOS CONFIDENTIAL 10 How do we define good communication?
  10. 10. 3 Principles of Communication 29-11-2017 SONOS CONFIDENTIAL 11
  11. 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
  12. 12. 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
  13. 13. 29-11-2017 SONOS CONFIDENTIAL 14 Principle #3 Meaningful What we say has purpose and value We avoid canned responses We lean towards transparency
  14. 14. Timely Authentic Meaningful Crisis response Emails Social service Community Phone interactions Knowledge base
  15. 15. 29-11-2017 SONOS CONFIDENTIAL 16 From Communication to Experience Principles
  16. 16. Timely Authentic Meaningful Effortless From Communication to Experience Principles Audience: Customer
  17. 17. Authentic Meaningful Effortless EngagedEfficientTimely CUSTOMER COMPANY TEAMS From Communication to Experience Principles Phone Email Social Community Online KPIs
  18. 18. Kenneth Refsgaard #inSpiredEvent2017 Email: kenneth.refsgaard@sonos.com

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