Customer Service as we know it is dead. What used to be a one to one conversation between your customer and your company has transformed into a one to many conversation. Thanks to social media and online communities, your customers are now talking to each other and to the world. In this presentation, I discuss about adapting to this new change and creating winning strategies to turn Customer Service into your company's biggest advantage. This presentation was part of a lecture I delivered at The Webwinkel Vakdagen, a premier e-commerce event in The Netherlands.

1. Think Marketing.
Think Customer
Service.

2. 2
Thank you for having me.

3. Quick question
Think like a 30+ year old male Indian.
What comes first to your mind when you think
about Netherlands?

4. For me, he was legend, he is the Netherlands.

5. A paradigm shift in building brands
From companies trying to
market their brands
To customers dictating your
brand to the world (like Ruud
Gullit being the Netherlands for
me)

6. Why, How?
• Publisher content vs. User-Generated content
(new digital & social media platforms)
• Easy self-expression (we’re all writers, no
more shy guys & gals!)
• Everyone’s watching, Engaged Eyeballs.
(what did she do over the weekend?)
• Word of mouth trumps any advertising
campaign

7. With the changing dynamics,
your Customer Service should adopt too.
Social Media The Internet Communities

8. The right steps forward
Systems
Empowerment
Culture

9. 1) Company culture
• Make your customers happy at every
touchpoint (signup, selection, checkout,
delivery, after-sales etc.)
• Everyone in the company to think about
delivering exceptional support (even the
programmer writing out the invoicing
module)
• You know Zappos? (364-day return
policy!)

10. The CustServ Culture Ladder, where are you?
You give
customers
just what you
have.
You give
customers
what they
need.
You surprise
your
customers
with a few
extras.
A Satisfied
customer
A Happy Customer
A Delighted
Evangelist!

11. 2) Agent Empowerment
Empower your Support Agents to make the difference from a
Satisfied customer to a Delighted Evangelist. Dip into your
marketing budgets.

12. 3) The Right Systems: Multi-channel
Get a Solution that lets you support customers across
multiple channels (Email, phone, chat, support portal,
Facebook, Twitter, community forums)

13. 3) The Right Systems: Community Building
Provide a platform to let users discuss and collaborate

14. 3) The Right Systems: Automations
Free up your Support Agents, let them focus more of their time
on Customer Happiness. E.g.
• Real-time alerts when customer responds
• Automatic notifications when customers don’t get back
• Quick dispatch & assignment of service tickets
• Escalations when SLAs are not met
• Reports
• Customer Satisfaction Surveys
• Frustration checks e.g. on number of agent interactions

15. 3) The Right Systems: Rewards
Gamify your Helpdesk - your Agents remain Happy & Productive.
(You should signup for a free 30-day trial of Freshdesk!)

16. The numbers speak for themselves…

17. …and people notice
I just ordered stuff from CoolBlue, because my friend told me
their service is awesome.
(For the average Indian, 3 degrees centigrade is very cold! E-shopping works!)

18. Think Marketing.
Think Customer
Service.
And Then, You Will..

20. 20
THANK
YOU.
By www.freshdesk.com
www.freshdesk.nl