The shitty position of being a dissatisfier for NS Poort
Polle de Maagt @polledemaagt The shitty position of 9,1 % being a dissatisfier. was not delayed or cancelled Over my last 11 itineraries.Manage expectations. Acts, not ads. Momentum. Old and filthy
Polle de Maagt @polledemaagt Yep. I know I look like 18. But I’m actually 29. Most old people tell me I will be happy with them when I’m 50. I doubt that. I sooooo love Blackberry ... ... but recently switched to iPhone (it’s not you, it’s me). Polle de Maagt. The reason to move to Gent The love of my life. What better Changing companies to be reason is there?! more about acts, less about ads.
Polle de Maagt @polledemaagt I try to change companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
Polle de Maagt @polledemaagt I work(ed) for companies like
Polle de Maagt @polledemaagt And I write about it. Mostly to sharpen my own mind, sometimes to make myself completely ridiculous. www.polledemaagt.com @polledemaagt
Polle de Maagt @polledemaagt This presentation is 100% Apple, Dell and eBay-free. And I will only talk about stuff I either experienced or worked on myself.
Polle de Maagt @polledemaagt I would like to talk about 3 things today. (Don’t worry, I made them tweet-size, so you can easily remember them).
Polle de Maagt @polledemaagt Be maniacal in managing expectations. “ Create acts, not ads. Leo Burnett. “ Create momentum.
Polle de Maagt @polledemaagt 1 Be maniacal in managing expectations.
Polle de Maagt @polledemaagt Over the last 8 years ... ... I have been a 30K customer. 9,1 % was not delayed or cancelled Over my last 11 itineraries.
Polle de Maagt @polledemaagt Ever growing expectations. Other categories conditioned people to expect more. Expectation levels are getting higher and higher, while it was never easy to manage expectation and exceed them to be worth sharing. Y) VOCAC ND F UEL AD I am serviced 24/7/365 ATI ONS (A EXPECT EXCEED I can sit comfortably. There’s a train. S EXPECTATION R CO NSUME Z) AT IVE BUZ U EL NEG ONS (AND F XPECTATI TO MEET E FAIL
Polle de Maagt @polledemaagt A small experiment in happiness. “Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of 6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads. And it did. Something to prove KLM wanted to prove they recognize the person behind every passenger. More? I will talk you through that later :) FoursquareEvery time a passenger told KLM via twitter or Foursquare that he/she was at Schiphol airport,we tried to surprise him/her in a most personal way. Results? Over 1.000.000 impressions on twitter alone. And a Cannes Lions Award for PR.
Polle de Maagt @polledemaagt Do what makes a difference. Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign. HIGH CUSTOMER SATISFACTION Flashmobs iPad apps Attractive attributes Lineair Customers don’t expect them to be in Customers desire it, but don’t expect it to place, but are delighted if they are. be fully in place. Satisfaction increase Satisfaction increase when in place. when in place, decreases when not. E.g. Refunding a service fee before the customer asks. E.g. High interest rates. Inflatable crocodiles Pricing FEATURE NOT IMPLEMENTED FEATURE FULLY IMPLEMENTED communicate clearly Must-have attributes Customers assume that they are in place, if not, they will be unhappy. Satisfaction decreases when not in place. E.g. Checks get processed. 24/7 service LOW CUSTOMER SATISFACTION
Polle de Maagt @polledemaagt Go to market with your customers. Telenet launched Yelo, an innovative product that let consumers watch TV live on any device. One problem: the product wasn’t finished. The solution? Involve the consumers via facebook, twitter and a closed community to make the product even better. A beta product A product that could be improved on every level: from service, to interface and from content to functions. Involved customers Results?Customers were involved via Over 15.000 ideas.twitter, facebook, blog and a A neutralized discussion.closed research community.
Polle de Maagt @polledemaagtBlurb’s nifty use of the NetPromoter Score.Online publishing platform Blurb goes the distance instimulating people to talk about them. They measure howlikely it is that you will recommend the product to friends.Even more, they use this information to tailor offerings.
Polle de Maagt @polledemaagt Act on advocacy. There are those who are dissatisfied. Those who are pretty ok with our service. And those who love us. But who is who and how many of each have we? Enter the Net Promoter Score (NPS), a brand benchmark. The NPS score is correlated with overall brand performance. It also makes it easy to act on this data. To help the promoters to promote and neutralize the negatives. Support the promoters with Contact all detractors and tools and communication passives to see how we can help. materials to convince their friends to join us. Pick detractors and passives atrandom and let the CEO and/or CFO personally commit to solving their problem.
Polle de Maagt @polledemaagt Handling sentiment. We have a conversation. Now what?! FANS POSITIVES NEUTRALS NEGATIVES HATERS Prejudices Acquisition PerceptionsCONTENT Success stories WIIFM Bugs & Flaws Temp problemsSENTIMENT I want to make it It is great It could be better It should be better Better? Hahaha. better IsolateACTION Embrace Enagage Feed Neutralize Ignore Celebrate Activate Learn
Polle de Maagt @polledemaagt Beyond the standard support mails. Zappos does an amazing job in making technology invisible and really understanding consumers. Whenever you answer ‘thank you’ to a standard support mail, they will send you a personal message back, instead of an autoreply.
Polle de Maagt @polledemaagt 2 “ Create acts, not ads. Leo Burnett. “
Polle de Maagt @polledemaagt Realize the position of your brand. Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign. HIGH CONVERSATION VALUE CAMPAIGN / ACTIVATION CONTINUOUS LOW CONVERSATION VALUE
Polle de Maagt @polledemaagt Really, will this work? Warm welcome. Is there really no different way to tell me this? In Italy, this is actually their main source of revenue. People who actually use the free wifi to work there.
Polle de Maagt @polledemaagt Would this work? Would this make a difference in their tips? The business case of personal. +18 % Simply writing ‘thank you’increases tipping value with more than 18%. Yep. I should treat my nails better.
Polle de Maagt @polledemaagt Running other routes Not the same round every day, but a route worth running. Running further To run a decent figure, people needed to run further than they were used to. Nike changed the way people run. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
Polle de Maagt @polledemaagt Business and satisfaction from returns. Zappos’ 365 day return policy serves a double purpose: it’s yet another (communication) proof of their dedication to customer service and it’s a great way to increase the sales per client. The basic idea: Zappos hacks the default option, consumers are more likely to do nothing if they have the choice. Emotional Low threshold to commitment order The majority of“Well, if I don’t like it, I can always return it”. consumers feels a responsibility towards - but - the company to not return the products on High threshold to the 364th day. returnYes, you can return, but it’s always easier to choose the default option, not doing anything and just keeping the product. Results? In general, the return policy makes consumers order and buy 150% more.
Polle de Maagt @polledemaagt Unused potential Cute animals get born from time to time. Employees were video amateurs. Kai Mook Isn’t she cute? Capitalize on unused potential. Results? Over 600.000 people watched the birth. Live. Over 33% more visitors. A story worth sharing Nominated as product of the year. Wouldn’t it be great if every Belgian felt a bit pregnant too?
Polle de Maagt @polledemaagt Instruments of change. People don’t change overnight. Nor do companies. Use a set of tools. 1 2 3 4 Unused potential of your Workshops, training and Guidelines & Smart projects. employees. coaching. Best Practices. Small, manageable project withWHAT What people already support our Knowledge, training and People need both negative and cause? Who can help us spread structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals the word? Build best practices? the boundaries, best practices to that help the organization learn, Excite others? get inspired and excited. change and set next steps. Scanning the organization for key Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on opinion leaders, evangelists and workshop and knowledge media guidelines and procedures. feasibility versus impact.BY advocates. sessions with different Defining clear roads ahead by Defining clear KPI’s in terms of departments. sharing best practices. intrinsic goals, learning goals and change management goals.EXAMPLES Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, branchemarking Spearhead employees to test new tools, Camp with thought leaders, etc. workshops, content brainstorms, initiatives, etc. A/B testing channels, etc. internal conferences, etc.
Polle de Maagt @polledemaagt Project KPIs. To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also to be able to make a project successful on several axes. Intrinsic KPIs Your ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in number of followers. INTRINSIC LEARNING CHANGE MANAGEMENT Learning KPIs Change management KPIs What can we learn from these How will this project help change the projects? E.g. learn which content organization E.g. convince manager X that works best to convert people to fans LinkedIn is as converting as twitter, or followers. gather a spearhead group of 50 internal enthousiasts.
Facebook forcesgradual engagement.A lot of campaigns are designed to collectFacebook likes. To be able to tap into theconsumer news feed, however, a consumerhas to have a recent interaction with abrand.
Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24- hour content strategy.
Polle de Maagt @polledemaagt The concept of gradual engagement. Consumers have both monetary and conversation value. Instead of bombarding them with messages, only targeting them in campaign season or approaching them as cash cows, engage them. Stumbling Endorsing Consumer stumbled upon online Consumer tells others. Consumer brand content or comes into contact likes a piece of content, collects it, with us offline. E.g. consumers reads curates it, retweets it, shares it and/or an article shared by a friend. evaluates a brand. E.g. consumer ranks a hotel on Tripadvisor. Contributing Consumer collaborates with a brand Following on adhoc or long term basis. E.g. consumer joins Telenet cocreation Drifting Consumer commits to the brand by community. Consumers aren’t engaging in any liking, subscribing, following or ‘fan’- way. E.g. consumer is just browsing ing the brand or leaving contact around online, doesn’t visit our details. E.g. consumer becomes a stores. facebook fan.
Polle de Maagt @polledemaagt Campaigns versus programs in engagement. Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers. Stumbling Endorsing Consumer stumbled upon online Consumer tells others. Consumer brand content or comes into contact likes a piece of content, collects it, with us offline. E.g. consumers reads curates it, retweets it, shares it and/or an article shared by a friend. evaluates a brand. E.g. consumer ranks a hotel on Tripadvisor. Adwords Activate to convert to share Spotlight on ambassadors Select for Bannering community for likes Fill the funnel Contributing Consumer collaborates with a brand Following on adhoc or long term basis. E.g. consumer joins Telenet cocreation Drifting Consumer commits to the brand by community. Consumers aren’t engaging in any liking, subscribing, following or ‘fan’- way. E.g. consumer is just browsing ing the brand or leaving contact around online, doesn’t visit our details. E.g. consumer becomes a stores. facebook fan.
] It works beats “it would be cool if” every day. Just make sure it does the job.Maybe the best social media campaign ever.
You can forget most of the things I said today. But please, remember 3 things.
Be maniacal in managing expectations. “ Create acts, not ads. Leo Burnett. “ Create momentum.
48 Help me change companies. Act yourself.Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.
I try to change companies to be less about ads and more about acts.Through inspiration, strategy and coaching.
Thanks for your time. Download the presentation at polle.me/nudge-nspoortor contact me via twitter (@polledemaagt) or email (email@example.com) http://polle.me/nudge-nspoort