Re-think how you a ract customers. - SEBPolle de Maagt. polle.at / Dad. polle.at / polle.at / Digital changes everything. polle.at / Easy for the company or easy for the consumer?

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Re-think how you a!ract customers.

Polle de Maagt.

polle.at /

Dad.

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Digital changes everything.

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Easy for the company or easy for the consumer?

Using mobile technology to change a company.

Emilie Hardick & Maïte Oonk

Hans van Dijk (Van Dijk Waalwijk)

“By focussing so much on technical possibilities, we completely forgot what we do really well: helping our

customers in a nice and friendly way and making

sure the sidewalk is clean. That is what it’s all about.”

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CASE: RETAIL INNOVATION, THE NETHERLANDS

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Innovation is about solving existing problems

be!er than they are currently solved.

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Digital changes everything.

a lot.

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ONLINE SHOPPING FAMILY STUFF BY HUANG QINGJUN - INNER MONGOLIA


ONLINE SHOPPING FAMILY STUFF BY HUANG QINGJUN - BEIJING


ONLINE SHOPPING FAMILY STUFF BY HUANG QINGJUN - TIBET

polle.at /

2010 was a true turning point in my thinking.


Just ask.

CASE: IL GIGLIO D’ORO, ITALY

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If your product is great it will be even be!er online.

LESSON LEARNED:

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CASE: KLM ROYAL DUTCH AIRLINES ASHCLOUD

CASE: KLM SURPRISE

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Awesome. But where’s my

suitcase?

CASE: KLM SURPRISE

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If your product s*cks it will s*ck even harder online.

LESSON LEARNED:

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Return on ‘thanks’.

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CASE: THE LARRIK, LONDON

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Everything is about the customer. Test everything.

LESSON LEARNED:

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People act irrationally. The only way you really

know is by trial and error.


CASE: UTRECHT LIBRARY, THE NETHERLANDS

+70%

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Keeping your customers Attracting new customers. Changing your company.

One.

Two.

Three.

So, three simple things I would like to talk about:

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Oops …

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The science of frustration.

INCIDENT OCCURS

‘ON THE SPOT’ RESPONSE

ACCESS TO COMPLAINTS PROCEDURE

FIRST RESPONSE

SECOND RESPONSE

FRUSTRATION LEVEL

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No empathy (0-10)

Empathy experienced (Scale 0-10)

Compensation

€ 0,- 0,8 7,3

Compensation

€0,- to €50,- 1,7 7,7

Compensation

€50,- to €100,- 1,6 8,0

Compensation

€100,- to €500,- 1,7 8,2

Compensation

> €500,- 1,2 8,3

If you don’t empathise with your customer, no compensation is ever enough.

polle.at /

Easy for the company or easy for the customer?

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CASE: KLM LOST & FOUND

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CASE: KLM LOST & FOUND

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KLM’sSocialCVinthepast12months

Our physician.CASE: DE BOEVER, MERELBEKE

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Ge!ing a new customer is seven times more expensive

than maintaining an existing customer.


Viking gets Viking.

CASE: MOBILE VIKINGS, BELGIUM


“Fly me somewhere”

CASE: SPRS.ME

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As a company, you can either be ignored in, be victim of, participate in or fuel the conversation.

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Give the Net Promoter Score, a simple, actionable starting point a try.

I CHALLENGE YOU

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Start measuring. Leverage existing customers.

LESSON LEARNED:

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One.

Two.

Three.


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The customer decision journey.

MCKINSEY

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A wide variety of tools.

BASIC ADDITIONAL CHANNELS NEW AND PROMISING

Your website (with the right info, CTA)

Search engines.

Your blog. Leveraging your employees.

Email. Social media channels.

…

Social Messaging channels. Bluetooth/Beacon.

…


Remarkable Barbershop.

CASE: SCHOREM, NETHERLANDS

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Smart use of employees, LinkedIn and tests.

CASE: MICROSOFT

Personal tailor

via Whatsapp.

CASE: SUITSUPPLY

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Be where your customers are. Be different.

LESSON LEARNED:

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One.

Two.

Three.


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Change isn’t easy.

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CASE: DISMA REIZEN

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“Champions don’t do extraordinary things. They

do ordinary things, but they do them without thinking, too fast for the other team

to react. They follow the habits they’ve learned.”

Tony Dungy.

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Change how you start meetings.

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I CHALLENGE YOU

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Make your out-of-office replies awesome.

I CHALLENGE YOU


What would make today great?

List 3 amazing things that

happened today.

How could you’ve made today better?

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One.

Two.

Three.

I talked about three things today:

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Really understand your customers. Start measuring and testing. Make a plan to keep your customers. Make a plan to attract new customers. Start changing your company today.

One.

Two.

Three.

I challenge you:

Four.

Five.

polle.at /

48 hours.

polle.at /

Thank you.

Polle de Maagt.

Documents

Re-think how you a ract customers. - SEBPolle de Maagt. polle.at / Dad. polle.at / polle.at / Digital changes everything. polle.at / Easy for the company or easy for the consumer?