beyond first base - foundations for excellence, martin hill-wilson

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


Growth In Social

Customer Service


Source: UK Consumer Advice Site

Service Failure If you don’t get service right via your traditional channels


Service Failure


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


“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


Adoption Trend


Customer Journey


UK 80% access Twitter via mobile

Mobile+Social+Cloud=normal

Global 60% access Facebook via mobile/tablet


Social’s Role in Multi-Channel Strategy


Tactical Response


Social Customer Service?

Traditional Customer Service?

Social Media

Strategy?

Social Business Strategy?

Customer Strategy?

Strategic Response


Voice of The Custome

r

“unleashed”


Social Customer Service

1st Real Time Corporate Mirror


CUSTOMER SERVICE IS NOW

A SPECTATOR SPORT!

Social Customer Service


Lone Activist


As Editorial


Only As Good As Your Last Positive Sentiment

UK Twitter Social Customer Care Leaders

As Personal Branding


As Corporate Branding

Source: Synthesio


As Corporate Branding

Service As The New Marketing?


Organisational

Issues

Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 2

2

Listen + Act + Improve

Core Principles


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


Enterprise Transformation Workflow

25

1 Discover

5 Track

3 Debate

4 Action

2 Deep Dive

6 Embed N

EC

ES

SA

RY


Enterprise Transformation Workflow

SMS

1 Discover

5 Track

3 Debate

4 Action

2 Deep Dive

6 Embed

AS

PIR

AT

ION

AL


Closed Loop Management

R&D

Finance Manufacturing

Sales

Marketing

Distribution

Customer Service

beyond first base - foundations for excellence, martin hill-wilson

Business

base foundations

traditional customer

customer strategy

service experience

service right

customer journey

social channels

corporate branding service