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BlogWell San Francisco Case Study: Verizon, presented by Laurie Shook

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In their presentation, Verizon's Telecom/Business Portfolio Leader, Laurie Shook, shares how they generate new product ideas from their biggest fans.

Laurie goes into detail about the impact of social media on product development and best practices for responding to customer feedback.

Watch the video of this presentation here: https://vimeo.com/41887792

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BlogWell San Francisco Case Study: Verizon, presented by Laurie Shook

  1. 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwellBlogWell Laurie Shook San Francisco March 27, 2012 The Power of the Crowd socialmedia.org/blogwell
  2. 2. Verizon Idea ExchangeDigitalFan Engagement with NewProduct DevelopmentBlogwell San FranciscoMarch 27, 2012Presented by Laurie Shook 1
  3. 3. Idea Exchange Overview • Launched: July 2010 • http://verizon.com/ideas Description: • A place for Verizon customers to share ideas for Verizon services. • Customers comment and vote up ideas • Customer-vetted ideas taken to product teams Benefits: • Encourages customer engagement and self-service • Identifies new product and service enhancements • Facilitates customer-driven products/servicesVerizon Digital 2
  4. 4. Capturing Diverse InputMany topics within FiOS/ wire lineconsumer portfolio 23 Votes Option to automatically view HD version of show if available Status: Acknowledged by aschiefe on 02-15-2012 07:41 AM I know that you can jump to HD if it is available, but how about a set-up option that allows us to scroll through the standard TV list (i.e., the lower channels), and if the show is available in HD AUTOMATICALLY show it in HD. well look at that. 135 Votes Add an option to hide 2 Votes channels that I dont subscribe Verizon Cable Remote Panoramic Video to Camera Status: Launched Status: Acknowledged by ACABThomas on 08-02-2010 08:44 PM by daforest on 03-01-2012 07:33 AM - last edited on 03-01-2012 Verizon, Currently theres no way to hide unsubscribed channels in the guide and when hitting channel up/down - this is I have been a long time customer and openly expressive about how impressed I ridiculous. Clearly Verizon…advertise these additional am with your services. This being said, there are not many times when I will channels in hopes of getting people to subscribe to them vocalize a concept or idea that I have to your marketing staff, but today, I was and spend more money. Well all it does is **bleep** people lucky enough to have our heavenly father, Jesus Christ, give me the most off, so please add this option. impressive idea I think you will ever hear. A Verizon Cable remote with an HD Optimized Laser Accurate Panoramic Thermal Video Camera TM. Yes, you read that correctly.Verizon Digital 3
  5. 5. Content and Exchange Process Suggestions 14 Votes Longhorn Network Status: Launched by sneedles on 04-06-2011 12:55 PM Please carry the new Longhorn Network 3 Votes SEC TV/Sunshine Network Status: New Idea by NYIceQueen on 03-02-2012 01:31 AM I would like to see Verizon offer SEC TV to everyone. Im in NY But from FL and Im stuck with the Big Ten Network and the LONGHORN NETWORK. I can understand Big Ten but LONGHORN? How close are 26 Votes we to Texas up here? Vote against an idea Status: New Idea by nascar on 02-16-2012 12:16 PM As it stands now we can only vote for an idea. Id like to be able to vote against the idea. There may be an idea with 8 votes for but 20 might not like the idea so it should be a -12.Verizon Digital 4
  6. 6. Idea Exchange Vetting Process 1706 Ideas Submitted 917 Net New Unique? New? Clear? 283 39 Accepted Launched In Under Accepted Progress Launched Review Later Not likely Ideas assessed and prioritized based on urgency, value, and customer benefitVerizon Digital 5
  7. 7. Verizon Case Study: The IMG 1.9 PlanThe IMG (Interactive Media Guide) Legacy IMG• Business Objectives: • Extended HD Channel Guide • Shortcut to HD Channels • Hide unsubscribed channels • DVR chapter selection • Make guide softer, easier on the eyes New IMG• Plan of Action: • New releases 1X a year • 1 year development cycle • Rigorous Beta test prior to launch• Desired Results: Call avoidance toFiOS Service Center (over time)Verizon Digital 6
  8. 8. Mixed Customer Reactions• @FiOSTV wow the GUI is nice!• Love being able to watch stuff off both DVRs!• New Subscribed Channels list=awesome. (Idea Exchange request)• and the esata availability is huge (Idea Exchange request)Verizon Digital 7
  9. 9. How to Respond?• Cool your jets before responding• Respond within the medium (Idea Exchange)• Personalized response• Addressed testing effort, and perception / reality differences• Mentioned positive feedback without being defensive “I am sorry you are not of the same mind... and we will work to get you all smiling again.” by Joe_Ambeault on 09-16-2011 07:56 AMVerizon Digital 8
  10. 10. Why the Disparity? Community Bias? Test Condition Bias? • New guide tested in lab-like conditions; Visibility issues at home? • “Hawthorne Effect”—desire to please test conductors• Active Idea Exchange members more likely innovators/early adopters• Objectors not active forum members Verizon Digital 9
  11. 11. Impact of Social on Product Development • FASTER customer feedback • See nuances of customer opinion • More focus on customer priorities • Customer expectation: “internet time”Verizon Digital 10
  12. 12. Contact Information Laurie Shook @Laurie Shook Laurie.Shook@verizon.comVerizon Digital 11
  13. 13. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell

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