All images are property of their respective owners. No commercial purpose is intended with this presentation.

1. Int. Marketing
CRM

2. ?Who ever
worked
in a call center?

3. How I started working in
Customer
Satisfaction!

4. How I started working in
Customer
Service!

5. You should totally
work in CRM Steven
Once upon a time when I was a student...

6. You should totally work
in a call center Steven
Once upon a time when I was a student...

7. There is no better place
to understand marketing
Once upon a time when I was a student...

8. That’s right but …
WRONG

9. That’s right but …
WRONG

10. The job interview!

11. The job interview

12. Job requirements:

13. Job requirements:
✓ Follows procedures

14. Job requirements:
✓ Follows procedures

15. Job requirements:
✓ Follows procedures
✓ Understands customers

16. Job requirements:
✓ Follows procedures
✓ Understands customers

17. Job requirements:
✓ Follows procedures
✓ Understands customers
✓ No personal input

19. Job requirements:
✓ Follows procedures
✓ Understands customers
✓ No personal input

20. Job requirements:
✓ Follows procedures
✓ Understands customers
✓ No personal input
✓ Agrees time = money

21. Job requirements:
✓ Follows procedures
✓ Understands customers
✓ No personal input
✓ Agrees time = money
Eric,
we found the
perfect guy!
J

22. ?Did you ever try
contacting
a call center?

23. 3 reasons
why getting into
Mordor is easier...

24. …than getting into a
Call center
3 reasons
why getting into
Mordor is easier...

25. Mordor Call Center

26. Mordor Call Center
1. Do you know who you are dealing with?

27. Mordor Call Center
✓ Sauron

28. If websites were honest …

29. If websites were honest …

30. If websites were honest …
Stop
using
these!

31. If websites were honest …
Use a
real
person!

32. Mordor Call Center
✓ Sauron ✗ No idea

33. 5 minutes
of New Age music!
(arghh!)

34. Mordor Call Center
✓ Sauron ✗ No idea
2. Which department is responsible?

35. Mordor Call Center
✓ Sauron ✗ No idea
✓ Mount doom

36. 10 minutes
of more New Age music!
(please kill me …)

37. Mordor Call Center
✓ Sauron ✗ No idea
✓ Mount doom ✗ No idea

38. Mordor Call Center
✓ Sauron ✗ No idea
✓ Mount doom ✗ No idea
3. What do you need for your quest?

39. Mordor Call Center
✓ Sauron ✗ No idea
✓ Mount doom ✗ No idea
✓ The Ring

40. Mordor Call Center
✓ Sauron ✗ No idea
✓ Mount doom ✗ No idea
✓ The Ring ✗ Name, age, client ID,
birth date, product code,
purchase date, dog’s name,
favorite unicorn color ...

42. ?Which quality of
customer service
did Sheldon show?

43. Talking

44. Listening

45. The best marketer I
ever met in my life...

51. ?Why was he so
successful?

52. The elderly
are the main
target group
of Robert.

53. Robert’s service:

54. Robert’s service:
✓ He remembers about
his clients.

55. Robert’s service:
✓ He remembers about
his clients’ preferences.

56. Robert’s service:
✓ He remembers about
his clients’ preferences.
✓ He dedicates time to
helping his clients.

57. Robert’s service:
✓ He remembers about
his clients’ preferences.
✓ He dedicates time to
helping his clients.
✓ Client = equity.

58. ?Who likes
Japanese Food?

59. ?Who likes
Japanese Food?
(If you do not raise your hand it means
you did not try Japanese food)

63. Meet Ira,
the best
waitress ever

64. Meet Ira,
the best
waitress ever

65. Why Ira is amazing:

66. Why Ira is amazing:
✓ Her smile can end
wars between nations.

67. Why Ira is amazing:
✓ Her smile can end
wars between nations.
✓ She takes care of
her clients.

68. Why Ira is amazing:
✓ Her smile can end
wars between nations.
✓ She takes care of
her clients.
✓ She likes her job.

69. Exam question
13

71. Meet
Tony Hsieh,
CEO of
online shoe
retailer
Zappos

72. The business model

73. The business model
✓ Free shipping.

74. The business model
✓ Free shipping.
✓ Free returns.

75. The business model
✓ Free shipping.
✓ Free returns.
✓ 365 days returns.

76. The business model
✓ Free shipping.
✓ Free returns.
✓ 365 days returns.
è 75% sales from
repeat customers.

77. The customer
service is
located on the
highest floor
of the building.

78. ... and the CEO
sits right in
the middle of
it.

81. Human resources

82. Human resources
✓ Seeking cultural fit.

83. Human resources
✓ Seeking cultural fit.
✓ 1 month training

84. Human resources
✓ Seeking cultural fit.
✓ 1 month training
focused on culture.

85. Human resources
✓ Seeking cultural fit.
✓ 1 month training
focused on culture.
✓ $ 3000 as a bribe
to quit the job.

86. Empowered
employees
=
Motivated
employees.

87. Employee motivation

88. Employee motivation
✓ Give people a voice.

90. Employee motivation
✓ Assign responsibility.
✓ Give people a voice.

91. Employee motivation
✓ Assign responsibility.
✓ Allocate a budget.
✓ Give people a voice.

92. Employee motivation
✓ Assign responsibility.
✓ Allocate a budget.
✓ Give people a voice.
✓ Allow people to be
as they are.

93. Welcome to the
call center,
where everybody
is unique.

96. Delivering
Happiness
Tony
Hsieh

97. Treat others
like you
want to be
treated.

98. ?Why do we want
satisfied
customers?

99. Satisfied
customers
are loyal
customers

100. Loyalty Steven, satisfied
customers, that’s the thing
What they tell you it is all about ...

101. Money, money, money !
What it is really all about ...

103. = f

104. Exam question
14

105. Bad
profits
Good
profits

108. The balance
sheet does not
differ good
profits from bad
profits.

109. Salesmen are
accountable for
their result.

110. Salesmen are
accountable for
their result.
Not for how
they reach it.

113. Who is accountable
for the increase in
hold times and
customer
frustration?

114. How I made bad profits at the
Call !
Center!

116. Clients are
often trapped
in a contract
and find it hard
to terminate it.

117. Low-cost
airlines charge
extra costs for
overweight or
oversized
luggage.

118. …and even up
to 40 euro for
checking in at
the airport.

119. Bad profits
extract value
from customers
instead of
creating value.

120. New
customers
Existing
customers

121. New
customers
Existing
customers

122. Retention
is the new acquisition

123. 5% increase customer retention
100% increase in profits

124. 5% increase customer retention
100% increase in profits

125. Exam question
15

126. Most surveys
are too long
and waste the
time of the
consumer.

127. They often get
lost as a report
in a archive,
instead of
changing
behavior.

128. Most surveys
anonymous,
making it
impossible to
close the loop.

129. The decision
makers often do
not fill out the
survey, usually in
a B2B context.

130. The surveys are
written in the
language of the
researcher
instead of the
customer.

131. The results are easily gamed and
manipulated to make the
reality look better than it is.

132. Exam question
16

133. Say hello to NPS
the new way to
manage client
satisfaction.

134. Net
Promoter
Score

135. On a zero-to-ten scale, how likely
is it that you would recommend
us to a friend or colleague?

136. On a zero-to-ten scale, how likely
is it that you would recommend
us to a friend or colleague?

137. On a zero-to-ten scale, how likely
is it that you would recommend
us to a friend or colleague?

138. What is the reason for your score?

139. What is the reason for your score?

140. 0 1 2 3 4 5 6 7 8 9
On a zero-to-ten scale, how likely is it that you
would recommend us to a friend or colleague?
10

141. 0 1 2 3 4 5 6 7 8 9
On a zero-to-ten scale, how likely is it that you
would recommend us to a friend or colleague?
J
10

143. A client has to
think he is
offered superior
value in terms of
price, quality,
functionality ...

144. Clients must also
feel good about
their relation with
the company and
feel understood.

145. “Do what you
do so well,
that people
can’t resist
telling others
about you.”
- Walt Disney

146. 80% J
referrals

147. Your most loyal clients can be an
invaluable source for research
and development.

148. The product
everybody
loves
...or hates

149. The product
everybody
loves
...or hates

154. Marmite
values their
fans by inviting
them to an
exclusive club.

160. 0 1 2 3 4 5 6 7 8 9 10
On a zero-to-ten scale, how likely is it that you
would recommend us to a friend or colleague?
K

163. 0 1 2 3 4 5 6 7 8 9 10
On a zero-to-ten scale, how likely is it that you
would recommend us to a friend or colleague?
L

164. “Your most unhappy
customers are your
greatest source of
learning”
Bill Gates

165. By reporting many
problems they drive
up service costs.

166. They bad mouth to friends, family,
colleagues, acquaintances – anyone
who will listen, sometimes including
journalists, regulators and legislators

167. They bad mouth to friends, family,
colleagues, acquaintances – anyone
who will listen, sometimes including
journalists, regulators and legislators

168. 80% L
referrals

169. NPS = J % - L %

170. Harley-Davidson
Amazon
E-bay
Apple
Dell
81%
73%
71%
66%
50%

172. Relative
NPS

173. 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%

174. 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%
Competitor range

175. Competitor range
Market
average
NPS
0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%

176. Competitor range
Market
average
NPS
0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%
Lead

177. Competitor range
Market
average
NPS
0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%
Middle

178. Competitor range
Market
average
NPS
0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%
Lag

180. 10%
5%
0%
-5%
Philips growth minus average
competitor growth in the market
8%
2%
-5%

181. 10%
5%
0%
-5%
Philips growth minus average
competitor growth in the market
Philips leads
8%

182. 10%
5%
0%
-5%
Philips growth minus average
competitor growth in the market
Philips leads
Middle of
the pack
8%
2%

183. 10%
5%
0%
-5%
Philips growth minus average
competitor growth in the market
Philips leads
Middle of
the pack
Philips lags
8%
2%
-5%

184. Customer
lifetime
value

185. 2013 + 2014 + 2015 … 2070

186. 2013 + 2014 + 2015 … 2070
= CLV

187. 2013 2070
>

188. J
CLV
K
CLV
L
CLV
≠ ≠

189. Exam question
17

190. 1. Detractors
generally defect at
higher rates than promoters

191. 2. Promoters are
usually less price
sensitive than
other customers.

192. 3. Promoters
have a higher
annual spend.

193. 4. Detractors consume more
customer-service resources.

194. 5. Promoters are
responsible for
up to 80% of
the positive
word of mouth.

195. What is the real
value
of word-of-mouth?

197. Average
consumer
value
$210

198. WoM
customers 25%

199. Promoter
comments 40million

200. WoM
25% through referral

201. WoM
25% from 4 million customers

202. WoM
1 million customers (WoM)

203. WoM
1 million customers (WoM)
$ 210

204. WoM
1 million customers (WoM)
$ 210 x 1 million

205. WoM
1 million customers (WoM)
$ 210 million

206. WoM
1 million customers (WoM)
$ 210 million
40 million comments

207. WoM
1 million customers (WoM)
$ 210 million
$ 210 million / 40 million

208. WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25

209. WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25
$ 5.25 x 8

210. WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25
WoM = $ 42 (yearly)

211. Δ value
promoter $128

212. Average
consumer
value
$210

213. Total value
promoter $328

214. # J to neutralize 1 L?
WoM

215. 5 J to neutralize 1 L
WoM

216. 5 J to neutralize 1 L
# L yearly?WoM

217. 5 J to neutralize 1 L
4 L yearlyWoM

218. 5 J to neutralize 1 L
4 L yearly
(5 x 4) x $5.25
WoM

219. 5 J to neutralize 1 L
4 L yearly
WoM cost = - $105
WoM

220. 5 J to neutralize 1 L
4 L yearly
WoM cost = - $105
- Cost to serve
WoM

221. Δ value
detractor -$267

222. Average
consumer
value
$210

223. Total value
detractor -$57

224. The Ultimate
Question 2.0
Fred
Reichheld

227. Awareness
Knowledge
Liking
Preference
Conviction
Client

228. Client
Relationship
Satisfaction
Activation
Promoters

229. Flip the
Funnel
Joseph
Jaffe

231. Word-of-mouth
isn’t
something
new, people
have always
been talking.

232. WebInformative

234. WebSocial

235. Politician 29%

236. CEO 54%
Politician 29%

237. Journalist 59%
CEO 54%
Politician 29%

238. Academic 76%
Journalist 59%
CEO 54%
Politician 29%

239. Doctor 85%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%

240. Peer 88%
Doctor 85%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%

241. WebSemantic

242. Your future
fridge will tell
you when you
are running out
of beer.

243. Exam question
18

244. Post
modernistic
nomad
Impact
Emotion
Part-time
marketer

245. Offline behaviour
=
Online behaviour

246. Post
modernistic
nomad
Impact
Emotion
Part-time
marketer

259. 132

260. 132
162

261. Post
modernistic
nomad
Impact
Emotion
Part-time
marketer

262. weekly
status
update
40%Facebook users

263. Post
modernistic
nomad
Impact
Emotion
Part-time
marketer

264. Feedback 64%

265. Feedback 64%
Product development 53%

266. Feedback 64%
Product development 53%
Campaign 45%

267. Conversation
Management

268. Brand
Ac)va)on
Conversa)on

269. Brand
Ac)va)on
Conversa)on

270. Furious Heinz
fans forced the
company to
revert to the old
recipe.

271. Some people
keep bottles of
expensive
water, refill
with tap water
for guests.

272. ... or go on fake holidays

274. Brand
Ac)va)on
Conversa)on

275. Profile
ContentMotivation

277. Brand
Ac)va)on
Conversa)on

278. Exam question
19

279. Observe
As a manager

281. Observe
As a manager
Facilitate
As a brand

282. Observe
As a manager
Facilitate
As a brand
Participate
As yourself

283. Don’t
feed the
trolls.
(Really, don’t.)

284. The
Conversation
Manager
Steven Van
Belleghem