Customer Service is the new Marketing.


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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.

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Customer Service is the new Marketing.

  1. 1. Think Marketing. Think Customer Service.
  2. 2. 2 Thank you for having me.
  3. 3. Quick question Think like a 30+ year old male Indian. What comes first to your mind when you think about Netherlands?
  4. 4. For me, he was legend, he is the Netherlands.
  5. 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. 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. 7. With the changing dynamics, your Customer Service should adopt too. Social Media The Internet Communities
  8. 8. The right steps forward Systems Empowerment Culture
  9. 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. 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. 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. 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. 13. 3) The Right Systems: Community Building Provide a platform to let users discuss and collaborate
  14. 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. 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. 16. The numbers speak for themselves…
  17. 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. 18. Think Marketing. Think Customer Service. And Then, You Will..
  19. 19. 20 THANK YOU. By