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Lane Becker and Thor Muller describe the new wave of open, network-enabled customer enagement
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Customer Service is the New Marketing
Foster more satisfied, loyal customers By working less
and spending less money!
Behold...The Holy Grail of Customer Service
Photo by Krelic http://flickr.com/photos/15271532@N00/2312714034/
The WOW! Experience
The WOW! Experience
“A Customer Service Company That Happens
To Sell Shoes”
Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/
Meets Expectations(Survival)
Meets Desires(Success)
Meets Unrecognized
Needs(Transformation)
Maslow’s Hierarchy of Customer Service
Creates Evangelism
Creates Commitment
Creates Satisfaction
From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley
ZapposGross Sales
Satisfaction = Growth
Increasing customer retention by 5%
increases profits by 25-95%
Loyalty = Profits
THIS STUFF MATTERS
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Four Weeks of Customer Service Training
Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/
One Week in the Call Center
What kind of company are you?
Customer-focusede.g. Four Seasons, Zappos, Craigslist
What kind of company are you?
Product-focusede.g. Apple, Google, Most web startups
What kind of company are you?
Infrastructure-focusede.g. Telecommunications, Cable, Utilities
What kind of company are you?
The Path For the Rest of Us
Photo by sunny-drunk http://flickr.com/photos/frogmanor/480977834/
The Surprising Solution
1. Put conversations at the center of the business
2. Reduce your sphere of control to increase sphere of influence
3. Smash the silos
Secrets of the Concierge
I.Conversations at the center of the business
“Markets are conversations”
-The Cluetrain Manifesto
Keeping the customers out.
How we kill conversations
FAQs
Trouble Ticket Systems
Outsourced Call Centers
Common mistake: Focusing on time-per-call
Friction-free communication is the new norm
Timbuk2 discovers people talking
What’s in Your Bag?
Hack a diaper bag
+ =
Focus Group 2.0
Pot-ay-to / Pot-ah-to
Pot-ay-to
Pot-ah-to
Engage Your Evangelists
II.Reduce your sphere
of control
...to increase your sphere of influence
An Unlikely Scenario
A Massive Monopolistic Monolith
It’s All About Control.
The Answer: A Splinter Cell.
5000 vs 5
Comcast Cares /Twitter / TechCrunch
Comcast on Get Satisfaction
Comcast on Blogs
Changing Minds About Comcast
Changing Comcast’s Idea of Itself
III.Smash the Silos
(Think like the network)
The “it’s not our problem” problem
A Customer-Centric View
The Twitter-TMobile meltdown
The Twitter-TMobile meltdown
The Twitter API Ecosystem
Early warning from related apps
Networked support across ecosystem
Consumers don’t need to know which
company to call!
SO ASK YOURSELF...
What would a concierge do?
Thanks! Questions? Email us.
email: [email protected] & [email protected]
follow us on twitter: tempo & monstro
Or, http://getsatisfaction.com/satisfaction/
