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Stop the paradox

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To move forward in word-of-mouth, companies need to stop the paradox: saying they care about clients, but in reality they don't care at all!

Published in: Business, Education

Stop the paradox

  1. 1. Stop the Paradox<br />Steven Van Belleghem -- @Steven_InSites<br />@Steven_InSites<br />Stop the Paradox<br />by Steven Van Belleghem<br />#CM48<br />
  2. 2. Word-of-Mouth is growthdriver<br />Word-of-Mouthjust happens<br />@Steven_InSites #cm48<br />
  3. 3. Word-of-Mouth is growthdriver<br />73%<br />Word-of-Mouthjust happens<br />80%<br />@Steven_InSites #cm48<br />
  4. 4. @Steven_InSites #cm48<br />
  5. 5. Clienthappiness is important<br />Client service is tooexpensive<br />@Steven_InSites #cm48<br />
  6. 6. @Steven_InSites #cm48<br />
  7. 7. % neverreplies to questions:<br />11%throughcustomer service<br />24%onbrandedsocial media<br />28%onsocial media<br />@Steven_InSites #cm48<br />
  8. 8. Everyclient is important<br />Ifonly 500 clients are unhappy, well…<br />@Steven_InSites #cm48<br />
  9. 9. 40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />
  10. 10. The paradox?<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  11. 11. We say we care,but we don’t<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  12. 12. 2 simplequestions:<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  13. 13. How important are happy clients?<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  14. 14. Are youseriousaboutit?<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  15. 15. 3 attitudes:<br />40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  16. 16.
  17. 17. @Steven_InSites #cm48<br />
  18. 18.
  19. 19. 16%<br />77%<br />7%<br />@Steven_InSites #cm48<br />
  20. 20. How important are happy clients?<br />Very important!<br />Very open & positiveintentions!<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  21. 21. Are youseriousaboutit?<br />NO!<br />@Steven_InSites #cm48<br />@Steven_InSites #cm48<br />
  22. 22. Only 1 option…<br />40%<br />negative<br />7%<br />negative<br />
  23. 23. Happy clients<br />Positive<br />WOM<br />Growth<br />@Steven_InSites #cm48<br />
  24. 24. Productdevelopment<br />CO-CREATE<br />Listening<br />WOM strategy& policy<br />Touchpoints experience<br />Conversationson & offline<br />
  25. 25. WOM strategy<br />@Steven_InSites #cm48<br />
  26. 26. Notanisland<br />
  27. 27. Create context forsuccess<br />
  28. 28. A policythatworks<br />
  29. 29. 32%: policy in place<br />
  30. 30. 42%: no interest<br />
  31. 31. New KPIs<br />
  32. 32. New KPIs: 38%<br />
  33. 33. Reach: L - H<br />Sentiment: neg - pos<br />@Steven_InSites #cm48<br />
  34. 34. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate/Co-create<br />Join<br />
  35. 35. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate/Co-create<br />Join<br />
  36. 36. 64% <br />consider keeping track of what consumers are saying a priority<br />2010<br />
  37. 37. 2010<br />20% <br />Is tracking consumer conversations<br />
  38. 38. Specific team listens<br />Wholecompanylistens<br />@Steven_InSites #cm48<br />
  39. 39. 80%<br />20%<br />Specific team listens<br />Wholecompanylistens<br />@Steven_InSites #cm48<br />
  40. 40. We are ALL listening<br />Leads to higher business growth<br />
  41. 41. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate/Co-create<br />Join<br />
  42. 42. 20%<br />has a community<br />
  43. 43. Highergrowth<br />20%<br />has a community<br />
  44. 44. Co-Creation<br />
  45. 45. As a manager<br />As a brand<br />As a peer<br />Observe<br />Facilitate/Co-create<br />Join<br />
  46. 46. 40%of companies is NOT present onsocial media<br />
  47. 47. 20%of companies has a Twitter account<br />
  48. 48.
  49. 49. Stop the Paradox<br />@Steven_InSites<br />Stop the Paradox<br />by Steven Van Belleghem<br />#CM48<br />@Steven_InSites #cm48<br />
  50. 50. Productdevelopment<br />CO-CREATE<br />Listening<br />WOM strategy& policy<br />Touchpoints experience<br />Conversationson & offline<br />
  51. 51. Productdevelopment<br />CO-CREATE<br />R&D<br />Operations<br />Listening<br />Board, HR<br />Legal, IT<br />WOM strategy& policy<br />Marketing<br />Sales, <br />Communication &IT<br />Touchpoints experience<br />Conversationson & offline<br />Cust ServiceSales, channel,<br />IT & operations<br />
  52. 52. ConversationManager<br />Strategic level<br />Coördinates WOM implementation<br />Facilitate WOM in all departments<br />KPI setting & follow up<br />@Steven_InSites #cm48<br />
  53. 53. Notanisland<br />
  54. 54. Productdevelopment<br />CO-CREATIE<br />ConvMgr<br />ConvMgr<br />Listening<br />WOM strategy& policy<br />Touchpoints experience<br />Conversationson & offline<br />ConvMgr<br />
  55. 55. ConversationManager<br />Strategic level<br />Coördinates WOM implementation<br />Facilitate WOM in all departments<br />KPI setting & follow up<br />HR<br />mkt<br />sales<br />R&D<br />legal<br />Com<br />Serv<br />Listening<br />Co-create<br />Join<br />fans<br />@Steven_InSites #cm48<br />
  56. 56. Finalidea…<br />@Steven_InSites<br />Stop the Paradox<br />by Steven Van Belleghem<br />#CM48<br />@Steven_InSites #cm48<br />
  57. 57. Consumer in the boardroom<br />
  58. 58. CCO<br />
  59. 59. Chiefconsumerofficer<br />
  60. 60. Thank you!Download bookfromapp store #iPadFirst interactivemgmbook!<br />“This is the new conventional wisdom. Use it or lose!”<br />Seth Godin<br />author Purple cow<br />Good luck!<br />Questions, feedback, remarks:<br />Steven@InSites.eu<br />Follow me: @Steven_InSites<br />Join me on LinkedIn<br />www.theconversationmanager.com<br />#CM48<br />@Steven_InSites<br />

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