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Developing a “Positive Support Perception” for Your Company  John Erskine Director of Studio Services NCsoft West [email_a...
<ul><li>“ Positive Support Perception” means: </li></ul><ul><ul><li>People  like  your  company </li></ul></ul><ul><ul><ul...
<ul><li>Traditional Paradigms: </li></ul><ul><ul><li>Net Promoter Score </li></ul></ul><ul><ul><li>Customer Loyalty Strate...
Informal Poll:  What brands or companies do you  associate with great service? <ul><li>USAA </li></ul><ul><li>American Exp...
Informal Poll:  What factors contribute to a ‘positive support  perception’ for a company besides support itself? <ul><li>...
<ul><li>So, what are the important points? </li></ul><ul><li>(a theoretical model can’t replace good old fashioned caring)...
TRUST Trust is the currency you spend when you make mistakes
<ul><li>In today’s wired world, your customers can  really  know  you. </li></ul><ul><li>Twitter, Facebook, Website, Blog,...
Things you might check out Video from Jeff Bezos about Amazon and Zappos http://www.youtube.com/watch?v=-hxX_Q5CnaA Trust ...
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Developing A Positive Support Perception

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How to develop a positive support perception for your company.

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Developing A Positive Support Perception

  1. 1. Developing a “Positive Support Perception” for Your Company John Erskine Director of Studio Services NCsoft West [email_address] twitter.com/John_Erskine slideshare.net/jerskine/...
  2. 2. <ul><li>“ Positive Support Perception” means: </li></ul><ul><ul><li>People like your company </li></ul></ul><ul><ul><ul><li>Positive regard for the company means more than “satisfied with the product” </li></ul></ul></ul><ul><ul><li>Support means everything , not just CS </li></ul></ul><ul><ul><ul><li>Really. Everything. </li></ul></ul></ul><ul><ul><li>Perception is reality </li></ul></ul><ul><ul><ul><li>“ They have great support” – usually isn’t based on first hand experience </li></ul></ul></ul><ul><li>Marketers could substitute the word brand for support and most of these concepts would be the same. </li></ul>
  3. 3. <ul><li>Traditional Paradigms: </li></ul><ul><ul><li>Net Promoter Score </li></ul></ul><ul><ul><li>Customer Loyalty Strategies </li></ul></ul><ul><ul><li>Customer Relationship Management </li></ul></ul><ul><ul><li>Perceived Value Models </li></ul></ul><ul><li>blah blah blah </li></ul><ul><li>(Google these please) </li></ul><ul><li>These are useful concepts, but they miss the point. </li></ul>
  4. 4. Informal Poll: What brands or companies do you associate with great service? <ul><li>USAA </li></ul><ul><li>American Express </li></ul><ul><li>Patagonia </li></ul><ul><li>Netflix </li></ul><ul><li>Apple </li></ul><ul><li>Nordstrom </li></ul><ul><li>Zappos </li></ul><ul><li>Starbucks </li></ul><ul><li>Best Buy </li></ul><ul><li>REI </li></ul><ul><li>Southwest Airlines </li></ul><ul><li>Your company??? </li></ul>WHY??
  5. 5. Informal Poll: What factors contribute to a ‘positive support perception’ for a company besides support itself? <ul><li>Accessibility by design </li></ul><ul><li>Design, design, design </li></ul><ul><li>Use their own products </li></ul><ul><li>Product knowledge (across the board) </li></ul><ul><li>Feel like they care about me </li></ul><ul><li>Quality self-service </li></ul><ul><li>Useful forums </li></ul><ul><li>Billing models, business models </li></ul><ul><li>Marketing methods and messages (consistent, meaningful) </li></ul><ul><li>Don’t permit problems that require support (best support is no support required) </li></ul><ul><li>Personal touch </li></ul><ul><li>Personalized communications (all of them) </li></ul><ul><li>Admit when they are wrong </li></ul><ul><li>Show improvements in the product </li></ul><ul><li>Continuous quality improvement (no backsliding) </li></ul><ul><li>Quality of end-to-end user experience </li></ul><ul><li>Account creation and ‘joining experience’ </li></ul><ul><li>Start a cult (Apple specific) </li></ul><ul><li>Closed loop feedback systems </li></ul><ul><li>Company values customers (no take it or leave it) </li></ul><ul><li>Act like a real human not a ‘corporate entity’ </li></ul>
  6. 6. <ul><li>So, what are the important points? </li></ul><ul><li>(a theoretical model can’t replace good old fashioned caring) </li></ul><ul><ul><li>Customers are people </li></ul></ul><ul><ul><li>who want to be treated like people </li></ul></ul><ul><ul><ul><li>not opportunities, or forecasts, or units </li></ul></ul></ul><ul><ul><li>and they want to believe that you ‘care’ about them as human beings. </li></ul></ul><ul><ul><ul><li>you can’t fake it, you have to really care </li></ul></ul></ul><ul><ul><li>You can’t delegate this ‘caring’ to a department, it must be your company culture </li></ul></ul><ul><ul><li>Requires that you build trust </li></ul></ul><ul><ul><ul><li>every interaction or experience either increases or decreases trust </li></ul></ul></ul>
  7. 7. TRUST Trust is the currency you spend when you make mistakes
  8. 8. <ul><li>In today’s wired world, your customers can really know you. </li></ul><ul><li>Twitter, Facebook, Website, Blog, Newsletter, Emails, Videos, fan sites, rant sites, reviews, polls, interviews … </li></ul><ul><li>Some tips: </li></ul><ul><ul><li>Cultivate a customer focused culture. Everyone has to care about the customers. </li></ul></ul><ul><ul><li>Hire a great community manager and listen to them. Really. Even when they say mean things to you. (especially then) </li></ul></ul><ul><ul><li>Recognize that ‘HOW’ you do something is as important as ‘WHAT’ you do, and often times more important </li></ul></ul><ul><ul><li>Every department should be challenged to identify specifically HOW they contribute to positive perception </li></ul></ul><ul><ul><li>Treat people like real people. Employees. Customers. Vendors. Everyone. </li></ul></ul><ul><ul><li>And of course, provide awesome customer support </li></ul></ul>
  9. 9. Things you might check out Video from Jeff Bezos about Amazon and Zappos http://www.youtube.com/watch?v=-hxX_Q5CnaA Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust – http://www.amazon.com/Trust-Agents-Influence-Improve-Reputation/dp/0470743085 Zappos Culture Book – http://www.zappos.com/n/p/dp/42746617/c/1.html Zappos Blog – http://blogs.zappos.com/blogs HOW – by Dov Seidman http://www.howsmatter.com/book/ Socialnomics: How social media transforms the way we live and do business http://www.amazon.com/Socialnomics-social-media-transforms-business/dp/0470477237 The Ultimate Question: Driving Good Profits and True Growth ( about Net Promoter Score – worth a look) http://www.amazon.com/Ultimate-Question-Driving-Profits-Growth/dp/1591397839

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