Service is the new marketing

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This explores why social customer service now matters to marketing and how the two can work together to better engage customers

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Service is the new marketing

  1. 1. ² ² ² Service Is The New Marketing
  2. 2. Why? Service Is The New Marketing © Brainfood Consulting 2013
  3. 3. For All To See Service Is The New Marketing © Brainfood Consulting 2013
  4. 4. The Game Has Changed Age Range 18 to 29 30 to 49 50+ Social Customer Service 43% 39% 18% Service Is The New Marketing © Brainfood Consulting 2013 Social Marketing 23% 39% 38%
  5. 5. Trust Is Bust Service Is The New Marketing © Brainfood Consulting 2013
  6. 6. Why Trust Matters Service Is The New Marketing © Brainfood Consulting 2013
  7. 7. What Price Loyalty Now? 40% UK shoppers ‘showroom’ 90% Internet users value their friends’ opinions 70% trust the opinion of strangers posted online Source: Nielsen’s Annual Consumer Survey 2011 Service Is The New Marketing © Brainfood Consulting 2013
  8. 8. New Dynamics People we most trust in life (our inner circle) have always played a central role in helping us make decisions in daily life What’s changed is that Social Media now allows them to be continuously available to us as advisors This is what’s demoting brand influence Service Is The New Marketing © Brainfood Consulting 2013
  9. 9. Whenever-However Service Is The New Marketing © Brainfood Consulting 2013
  10. 10. Big Picture Service Is The New Marketing © Brainfood Consulting 2013
  11. 11. Key Trends Social Interaction Empowerment Multi-Screen & Omni-Channel Personalisation Service Is The New Marketing © Brainfood Consulting 2013
  12. 12. Digital Disruption organisations educators governments parents customers citizens students offspring Service Is The New Marketing © Brainfood Consulting 2013
  13. 13. Me & My World Service Is The New Marketing © Brainfood Consulting 2013
  14. 14. Me & My World Service Is The New Marketing © Brainfood Consulting 2013
  15. 15. What We Know (about you) Service Is The New Marketing © Brainfood Consulting 2013
  16. 16. Balance of Power Service Is The New Marketing © Brainfood Consulting 2013
  17. 17. Who Needs You? Service Is The New Marketing © Brainfood Consulting 2013
  18. 18. We Can’t Wait 18 Service Is The New Marketing © Brainfood Consulting 2013
  19. 19. Easier & Faster? Service Is The New Marketing © Brainfood Consulting 2013
  20. 20. Personalised Self Service
  21. 21. Personalised Self Service
  22. 22. Personalised Self Service
  23. 23. Personalised Self Service Service Is The New Marketing © Brainfood Consulting 2013
  24. 24. Mobility Service Is The New Marketing © Brainfood Consulting 2013
  25. 25. Expecting The Earth Heaven James Roper CEO “It’s not just the convenience that is driving consumer’s migration to mobile, it brings a whole new mind-set in which everything is always immediately available” Service Is The New Marketing © Brainfood Consulting 2013
  26. 26. Without Hassle Service Is The New Marketing © Brainfood Consulting 2013
  27. 27. On My Terms My:Time Allows consumers to start a customer service interaction, Stop if they get interrupted Resume at their convenience Service Is The New Marketing © Brainfood Consulting 2013
  28. 28. Smartphone Bonding 24x7 Smartphone Use (non voice) Service Is The New Marketing © Brainfood Consulting 2013
  29. 29. Service Is The New Marketing © Brainfood Consulting 2013
  30. 30. Service Is The New Marketing © Brainfood Consulting 2013 MOBILE Screen Hopping
  31. 31. Service Is The New Marketing © Brainfood Consulting 2013 TABLET Screen Hopping
  32. 32. Service Is The New Marketing © Brainfood Consulting 2013 LAPTOP Screen Hopping
  33. 33. Multi-Channel Behaviour Service Is The New Marketing © Brainfood Consulting 2013
  34. 34. Swiss Army Knife Service Is The New Marketing © Brainfood Consulting 2013
  35. 35. Bought Together In Real Time WiFi, location tracking and real-time couponing Service Is The New Marketing © Brainfood Consulting 2013
  36. 36. Social ‘what’ Service Is The New Marketing © Brainfood Consulting 2013
  37. 37. Service Is The New Marketing © Brainfood Consulting 2013
  38. 38. THE CATALYST Service Is The New Marketing © Brainfood Consulting 2013
  39. 39. THE PROBLEM Service Is The New Marketing © Brainfood Consulting 2013
  40. 40. THE REWARD Service Is The New Marketing © Brainfood Consulting 2013
  41. 41. Social ‘why’ Service Is The New Marketing © Brainfood Consulting 2013
  42. 42. 1. Service Failure If you don’t get service right via your traditional channels Source: UK Consumer Advice Site Service Is The New Marketing © Brainfood Consulting 2013
  43. 43. 1. Service Failure If you don’t get service right via your traditional channels Source: UK Consumer Advice Site Service Is The New Marketing © Brainfood Consulting 2013
  44. 44. 2. Service Follows Sales OMNI CHANNEL Service Is The New Marketing © Brainfood Consulting 2013
  45. 45. 2. Adoption Trend (UK) Service Is The New Marketing © Brainfood Consulting 2013
  46. 46. 3. They Breathe It Service Is The New Marketing © Brainfood Consulting 2013
  47. 47. Stakes Are Now Raised CUSTOMER SERVICE IS NOW A SPECTATOR SPORT! Service Is The New Marketing © Brainfood Consulting 2013
  48. 48. Always Connected UK 80% access Twitter via mobile Global 60% access Facebook via mobile/tablet Service Is The New Marketing © Brainfood Consulting 2013
  49. 49. Upsides & Downsides Source: Amex’s Global Customer Service Barometer 2012 Service Is The New Marketing © Brainfood Consulting 2013
  50. 50. Consumer Activism Service Is The New Marketing © Brainfood Consulting 2013
  51. 51. Service Is The New Marketing Service Is The New Marketing © Brainfood Consulting 2013
  52. 52. Social ‘where’ Service Is The New Marketing © Brainfood Consulting 2013
  53. 53. Cross Silo Opportunity Service Is The New Marketing © Brainfood Consulting 2013
  54. 54. Source: Richard Hughes, Product Strategy Director of Broadvision Cross Silo Behaviour Service Is The New Marketing © Brainfood Consulting 2013
  55. 55. A Hundred Year Habit Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels Service Is The New Marketing © Brainfood Consulting 2013 Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels
  56. 56. A Hundred Year Stand-off Service says “those customers were mis-sold” Sales says “those leads are junk” Marketing says “those leads are just sitting there” Service Is The New Marketing © Brainfood Consulting 2013
  57. 57. Marketing’s View Service Is The New Marketing © Brainfood Consulting 2013
  58. 58. Marketing’s View Chris Penn You have to make sure you are connected to other folks within the organization, like the service teams The service sides are so far removed from marketing, but if we can get them connected with the marketer, there is a lot more we can do Service Is The New Marketing © Brainfood Consulting 2013
  59. 59. Action #1 Lifecycle Experiences Develop A Common View Of Your Customers Journeys Service Is The New Marketing © Brainfood Consulting 2013
  60. 60. Action #2 Progress Service Is The New Marketing © Brainfood Consulting 2013 Dashboards Goals Do Joint Business Planning
  61. 61. Action #3 Analytics CRM Share Functionality Communications Service Is The New Marketing © Brainfood Consulting 2013
  62. 62. Action #4 Do Social Sales Marketing Service Service Is The New Marketing © Brainfood Consulting 2013
  63. 63. Social ‘how’ Service Is The New Marketing © Brainfood Consulting 2013
  64. 64. The New Challenge The key difference in Social Media is that, unlike other channels, customers can be talking about you on sites across the internet instead of talking with you directly via channels you have offered Service Is The New Marketing © Brainfood Consulting 2013
  65. 65. Social Ecosystem branded expert sites online communities Google+ self help forums LinkedIn WEAK Facebook ecommerce corporate reviews blogs Twitter personal blogs Social Listening STRONG Ability To Influence peer2peer support YouTube Pinterest Sina Weibo Tumblr review sites TripAdvisor etc Service Is The New Marketing © Brainfood Consulting 2013
  66. 66. Industrial Strength “We opened the doors to our Social Media Listening Command Centre, which allows us to monitor over 22,000 daily posts related to Dell as well as mentions on Twitter” Service Is The New Marketing © Brainfood Consulting 2013
  67. 67. Early Warning! Service Is The New Marketing © Brainfood Consulting 2013
  68. 68. Listening Strategies 1. 2. Track specific branddriven mentions Reply to the most urgent customer service issues 1. 2. 3. 4. 5. 6. Listen for ‘bigger picture’ themes to anticipate needs Use social as early warning to brief mainstream Customer Service Track conversations about product/service usage, not the brand Listen for more than @xxx e.g. #xxx Track issues and needs of your competitors’ customers Listen for sales opportunities Service Is The New Marketing © Brainfood Consulting 2013
  69. 69. Social ‘when’ Service Is The New Marketing © Brainfood Consulting 2013
  70. 70. Old v New Crisis Management Service Is The New Marketing © Brainfood Consulting 2013
  71. 71. Old v New Crisis Management The first tweet was posted within 30 seconds of impact Krista Seiden, a Google employee, was boarding another flight when the Asiana aircraft hit the runway She had her mobile phone in her hand, and her first instinct was to snap a photo and tweet it out. All within seconds of impact Within 24hrs, Krista and her photo were quoted in over 4,450 news articles Service Is The New Marketing © Brainfood Consulting 2013
  72. 72. Celebrity Reach Normally Dell averages 11 hours to respond They recognized the high profile mention from a member of One Direction They responded on average in less than 15 minutes 13,000 fans retweeted the service request 15,000 favourited Louis’s ordering troubles Another 1,100 retweeted Dell’s generic response Service Is The New Marketing © Brainfood Consulting 2013
  73. 73. Some With Influence Are Easy To Spot Service Is The New Marketing © Brainfood Consulting 2013
  74. 74. With Big Upsides Service Is The New Marketing © Brainfood Consulting 2013
  75. 75. And Downsides Service Is The New Marketing © Brainfood Consulting 2013
  76. 76. Others Appear Anonymous Until It’s Too Late Service Is The New Marketing © Brainfood Consulting 2013
  77. 77. Lone Wolf Service Is The New Marketing © Brainfood Consulting 2013
  78. 78. Culture Service Is The New Marketing © Brainfood Consulting 2013
  79. 79. Training Service Is The New Marketing © Brainfood Consulting 2013
  80. 80. Service As Marketing Service Is The New Marketing © Brainfood Consulting 2013
  81. 81. Seen As The World’s Best Service Is The New Marketing © Brainfood Consulting 2013 81
  82. 82. Now A Brand Differentiator Service Is The New Marketing © Brainfood Consulting 2013 82
  83. 83. Service Is The New Marketing Before Social Media Service Is The New Marketing © Brainfood Consulting 2013 83
  84. 84. Service Is The New Marketing After Social Media Service Is The New Marketing © Brainfood Consulting 2013 84
  85. 85. Co-creation Service Is The New Marketing © Brainfood Consulting 2013
  86. 86. Co-creation Service Is The New Marketing © Brainfood Consulting 2013
  87. 87. Co-creation Service Is The New Marketing © Brainfood Consulting 2013
  88. 88. Peer to Peer Community Service Is The New Marketing © Brainfood Consulting 2013 88
  89. 89. Peer to Peer Community Service Is The New Marketing © Brainfood Consulting 2013 89
  90. 90. Peer to Peer Community Service Is The New Marketing © Brainfood Consulting 2013 90
  91. 91. Peer to Peer Community Within 2 weeks of launch 67,000 unique visitor 1,700 ideas 40,000 comments on twitter 91 Service Is The New Marketing © Brainfood Consulting 2013
  92. 92. Advocacy Service Is The New Marketing © Brainfood Consulting 2013
  93. 93. Word Of Mouth Service Is The New Marketing © Brainfood Consulting 2013
  94. 94. Credentials Service Is The New Marketing © Brainfood Consulting 2013
  95. 95. Social Customer Service 1st Real Time Corporate Mirror Service Is The New Marketing © Brainfood Consulting 2013
  96. 96. Voice Of The Customer LISTEN INTERPRET IMPROVE REDESIGN MONITOR Service Is The New Marketing © Brainfood Consulting 2013
  97. 97. Insight Service Is The New Marketing © Brainfood Consulting 2013
  98. 98. Insight Service Is The New Marketing © Brainfood Consulting 2013
  99. 99. Thank You! brainfoodextra.com @martinhw Service Is The New Marketing © Brainfood Consulting 2013

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