Promote your Self-service Portal to perfection, TOPdesk on Tour 2016, Manchester
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The document discusses marketing strategies for promoting the use of a self-service portal (SSP) within an organization. It outlines a 5-step marketing plan: 1) Set a clear target of 100% of calls being logged through the SSP within 6 months; 2) The target market is all departments and employees; 3) Personas include power users, influencers, and reluctant adopters; 4) Campaigns include branding, launch events, and tailored messaging; 5) Retention efforts like monitoring, improvements, and champion roles to ensure the SSP remains useful. The strategies aim to increase SSP usage through involvement and addressing different user needs.
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Promote your Self-service Portal to perfection, TOPdesk on Tour 2016, Manchester
- 1. Promote your Self-Service Portal to perfection Sam Norman and Ron van Haasteren
- 2. ON TOUR
- 3. Marketing 101 Marketing for dummies
- 4. ON TOUR Marketing is: everything a company does to improve the sales of their product and/or services. Marketing 101
- 5. ON TOUR Marketing is: everything a company does to improve the sales of their product and/or services. Marketing is: everything departments do to improve the use of the Self-service portal. Marketing 101
- 6. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating campaigns Step 5: Keeping the customer Marketing 101
- 7. Let’s take an example A great example
- 8. ON TOUR
- 9. ON TOUR B B C
- 10. ON TOUR
- 11. ON TOUR • Brilliant Bag Carrier B B C
- 12. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating campaigns Step 5: Keeping the customer Marketing 101
- 13. ON TOUR Within a week, everyone in the UK is using the BBC. Have a clear target
- 14. ON TOUR Within a week, everyone in the UK is using the BBC. Within six months, 50% of bag carriers in the UK are using the BBC. Have a clear target
- 15. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 16. ON TOUR • People who shop a lot • People who go food shopping • People who have money to spend • People aged between 25 and 60 What is the market?
- 17. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 18. ON TOUR Create your personas. Who are in the market?
- 19. ON TOUR • Shopaholic • Lives in the shopping centre • Carries on average 9 bags every Saturday Annabel
- 20. ON TOUR • Single mum • Going food shopping is tough enough for her • Meets lot of like-minded women at her childrens’ school Claire
- 21. ON TOUR • Loves his wife big time • Prefers to spend Saturday on the couch drinking beer • Gets dragged to the high street quite often • Carries her bags out of love Malcolm
- 22. ON TOUR • Hipster • Carries only recycled bags • May be in pain, but you won’t see it due to his beard Jacob
- 23. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 24. ON TOUR • Plural! • One poster is not enough • Four personas = at least four types of campaigns Create campaigns
- 25. ON TOUR • BBC – blimp • BBC – big band Brand awareness
- 26. ON TOUR • Shopping centres • Fancy look and feel • Muscled men could carry her bags for 15 minutes after purchasing the BBC • #BBC #NoFilter #PainPainGoAway Annabel
- 27. ON TOUR • Promotion at the playground • Reward Claire for recommending the BBC • Discount at supermarkets Claire
- 28. ON TOUR • Approach him with relatable people • Located near department stores • Keep it plain and simple Malcolm
- 29. ON TOUR • At the barber • Eco-friendly commercials • Creating a statement Jacob
- 30. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 32. But now… The Self-service Portal
- 33. ON TOUR • Good idea • New or renewed What are the similarities?
- 34. ON TOUR • Fictional organisation: Pumpkin Inc. My idea
- 35. ON TOUR • Service Catalogue • You can be a bit creative... Self-Service Portal
- 36. ON TOUR
- 37. ON TOUR Marketing is: everything a company does to improve the sales of their product and/or services. Marketing is: everything departments do to improve the use of the Self-Service Portal (SSP). Marketing 101
- 38. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 39. ON TOUR 100% of calls are logged via the Self-Service Portal. Have a clear target
- 40. ON TOUR 100% of calls are logged via the Self-Service Portal. Within 6 months, the amount of calls logged through the Self-Service Portal increases by 20%. Have a clear target
- 41. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 42. ON TOUR • All departments • Working employees/colleagues • Support mechanism for the organisation’s primary purpose What is the market?
- 43. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 44. ON TOUR • Who are your Annabel, Claire, Malcolm and Jacobs? Personas
- 45. ON TOUR • The person who knows everything • An influencer • A good ambassador Anita
- 46. ON TOUR • Doesn’t like change • A silent protester • Seldom leaves his desk Mike
- 47. ON TOUR • On the road a lot • Doesn’t care about changes • Lack of motivation for the SSP Chris
- 48. ON TOUR Step 1: Have a clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Creating Campaigns Step 5: Keeping the customer Marketing 101
- 49. ON TOUR • Name is important: • Self-service portal • TOPdesk • e.g. 'Pumpkin Portal', ‘MyPumpkin' Brand Awareness
- 50. ON TOUR • Real-life example: FIX Brand Awareness
- 51. ON TOUR Before During Go live Afterwards
- 52. ON TOUR • Changes, resistance Before
- 53. ON TOUR Before During Go live Afterwards
- 54. ON TOUR • Feedback group • Testing, controlling, adjusting During
- 55. ON TOUR
- 56. ON TOUR Before During Go live Afterwards
- 57. ON TOUR • Big gathering • Posters • Cake • Leaflet/desk triangles Go live
- 58. ON TOUR Less obvious promotions
- 59. ON TOUR Step 1: Clear target Step 2: What is the market? Step 3: Who is in that market? Step 4: Create Campaigns Step 5: Keeping the customer Marketing 101
- 60. ON TOUR Before During Go live Afterwards
- 61. ON TOUR Plan DoCheck Act Keeping the customer
- 62. ON TOUR • Staying alive • Monitoring • Improving • Drop-in sessions And then …
- 63. ON TOUR • Ensuring the SSP is ‘fit for purpose’ • Innovation • Up-to-date • Communication The TOPdesk Champion
- 64. ON TOUR • Self-service portal needs to be sold • Make your market visible • Different communication channels for different personas • Involve people with the development • Assign a TOPdesk Self-Service Portal champion Conclusion