beyond first base - foundations for excellence, martin hill-wilson
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Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Beyond 1s t Base
Fo u n d a t i o n s Fo r E x c e l l e n c e
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Growth In Social
Customer Service
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Source: UK Consumer Advice Site
Service Failure If you don’t get service right via your traditional channels
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Service Failure
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Sample 23,000 U.S. online consumers who have interacted with a company via social media Goal Measure the overall consumer experience (marketing & customer service) 100 U.S. Brands Airlines, Auto, Banking, Credit Card, Telecom And Utilities
Customer Priorities
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
“So many companies jump to the marketing piece, but consumers are looking more and more to social channels for support.”
Age Range Social Customer Service Social Marketing
18 to 29 43% 23% 30 to 49 39% 39%
50+ 18% 38%
Customer Priorities
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Adoption Trend
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Customer Journey
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
UK 80% access Twitter via mobile
Mobile+Social+Cloud=normal
Global 60% access Facebook via mobile/tablet
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Social’s Role in Multi-Channel Strategy
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Tactical Response
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Social Customer Service?
Traditional Customer Service?
Social Media
Strategy?
Social Business Strategy?
Customer Strategy?
Strategic Response
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Voice of The Custome
r
“unleashed”
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Social Customer Service
1st Real Time Corporate Mirror
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
CUSTOMER SERVICE IS NOW
A SPECTATOR SPORT!
Social Customer Service
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Lone Activist
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
As Editorial
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Only As Good As Your Last Positive Sentiment
UK Twitter Social Customer Care Leaders
As Personal Branding
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
As Corporate Branding
Source: Synthesio
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
As Corporate Branding
Service As The New Marketing?
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Organisational
Issues
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 2
2
Listen + Act + Improve
Core Principles
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Cross Functional VoC
Core Principles
Learn Fast Or Risk Killing Your Brand In Public
Improving The Service Experience: Key Trends & Strategies © Brainfood Consulting Ltd 2013
CUSTOMER
SERVICE
SALES
MARKETING
Do Social
Service
Marketing
Sal
es
Core Principles
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Enterprise Transformation Workflow
25
1 Discover
5 Track
3 Debate
4 Action
2 Deep Dive
6 Embed N
EC
ES
SA
RY
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Enterprise Transformation Workflow
SMS
1 Discover
5 Track
3 Debate
4 Action
2 Deep Dive
6 Embed
AS
PIR
AT
ION
AL
Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013
Closed Loop Management
R&D
Finance Manufacturing
Sales
Marketing
Distribution
Customer Service
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