The customer is always right

Nazwa przykładowego klienta
Propozycja współpracy
Thoughtful solutions
The customer is always right?
You don’t say!
Łukasz Szymański - E-Marketing Specialist| #e-biznes festiwal | 14.11.2012

WhatcanIgetyou?

5 reasons why I
should order
something here

Bigger or smaller crisis can happen to your business
Everything depends on you how you deal with it

October 3rd
an unwanted offer

October 3rd
entry on the company’s
Facebook fanpage

October 3rd
an email message to the
spokesman

October 4th
submit the problem by
filling in the form

October 4th
we found it!
You will get the answer

October 9th
– please, be patient!
We promise to get in
touch!

October 15th
– still nothing…

22.10
A letter! We apologize,
you're absolutely right…

I would like to offer you
a card

„Learn from your mistakes”

Analyze your competition
Copy what is good / Avoid what is bad

Lots of blogs, Facebook posts,
comments below articles

36% of social network users write
about brands

E-motions…

1 disappointed > 10 satisfied

Monitor the situation

Would you like a tablet for
0 PLN?

24 month contract for:
Bookkeeping - 189 PLN
Income 1500 PLN/month
Payment by credit card - 500PLN/month
+ formalities

Why are customers still
complaining about banks?

Not only finances…

The year of Mobile Apps
The year of RTB (Real-Time Bidding)
The year of the End of the World

The year of thinking!

Web 3.0 / Marketing 3.0
We need to be where the users are and follow them
Assist them when they expect it
Fulfill their needs in the first place
With good service, the sale will come by itself

• "Your" website / other web services
• Customized mailing / newsletter
• Mobile apps as well as text messaging
• Telephone calls when needed
• Other media tools
Let’s "surround" them with care

• Web 1.0 - we have an email address
• Web 2.0 - we respond to email messages from
the customers
• Web 3.0 - we reply the same day
Public administration
Łukasz Szymański - e-marketing specialist| InternetBeta 2012 | 27.09.2012

We want to serve customers in the best possible way.
We want to make their life easier, so we design new solutions. We want customers to
be happy to use it, because that is why we implement it.
Who do we often ask for the opinion?
• We know very well how something should work
• Traders will gladly tell you how to do it, because they have the best contact with
customers
• CEO of course knows best
Ok – damy radę!

This tool is intended for customers.
It should solve their problems
Only then they will be happy to use it.
We only operate this system / tool and if everything goes well, we will also benefit from
it. Why do we need the best system, if no one wants to use it?
Czy o czymś nie zapominamy?

Very often when implementing an intranet system the resistance among employees
appears. They are afraid they will not be able to handle it, that it is time absorbing, and
that it will have too much control over them…
Reasons for NOT using such a system can be as many potential
users.
In our company we have a duty to organize trainings.
Unfortunately, we have no influence on customers - that is why the first impression is
so important.
Wewnętrznie jest łatwiej
Łukasz Szymański, Specjalista ds. e-marketingu, Ideo Sp. z o.o. | Innowacyjne zarządzanie informacją o Kliencie w Energetyce | 31.05.2012

Customer expectations
analysis

They do not always know
what they need

Expectations are changing

An analysis of current
activities

Business analysis
"how does it work?"

Test drive

What limits us?

How does it work?
I did not drive before, so how do I know how to use it?
I got a user manual 

Let’s add a little charm
The best driver is…

Interactive guide
training guide - "first start"
Directions on how to get home (weather, time of day,
distance)

I'm polite, I collect points

Sometimes a light bulb burns
Or some part is used…

Journey to the unknown
or a shorter trip

By providing care, the risk of "I did not know" is
reduced.
"System" takes care of providing information.
By means of www, a mobile app, SMS, email, a
car display, portals, etc.

Is it possible? Yes, of course!
You can build a positive brand image among your
customers.
It requires a lot of work, some bigger budgets and
you have to think it through, but it can be done.
There is only one 'but'...

You need to want to think
about customer needsin the same way that they think about it

• Am I not being followed too closely?
• Do they know more about me than I would want to?
• Do they know me better than I know myself?
• What about privacy and security?
"One more thing" but from a customer
perspective

Would you like to live more
comfortably?
Unfortunately, this involves sharing more
information about you.

Łukasz Szymański
E-Marketing Consultant
tel: +48 17 860 21 86 ext. 173
gsm: +48 500 067 606
e-mail: l.szymanski@ideo.pl
www.ideoagency.com
thoughtful solutions

The customer is always right

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