customer experiance conference la
TRANSCRIPT
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Customer Service on Steroids
Pinny Gniwich
@pinnyice
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60’s
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Educated
Transparency
Experience
Innovative
Simplicity
Human
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The moment of Realization
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Banana theory
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Target
strategyDirect hit
Mission statement
Call to action
Bait and switch
Champion Decoy
Yield
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Brand Hell
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PEOPLE
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Experience
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E for Experience (not eCommerce)
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The NET PROMOTER SCORE is based on ONE QUESTION:
How likely are you to recommend … to a Colleague or Friend?
Responses are broken into three groups:• PROMOTERS = All who scored 9 or 10• PASSIVES = All who scored 7 or 8• DETRACTORS = All who scored 0 to 6
NPS = % Promoters ― % Detractors
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Quality Products
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5.3 million views
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“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”
Image credit: Ian Sane
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“Social Media is Like a Cocktail Party: Listen Then Respond”
Photo Credit: The Dana Files
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200 Million Boxes
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91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group
87% trust a friend’s recommendation over critic’s review - Marketing Sherpa
3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
•* Slide courtesy of Digital Influence Group
Social media influences people
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Social Media Objectives
1. Create brand awareness through online word of mouth
2. Acquire new customers via the social media channel
3. Foster loyalty and retention among existing customers
• Improve customer service level
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Social Media Ecosystem
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The Ice.com Social Media Monitoring Workflow
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Listen
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Some More Tools
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5Things we have learnt
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Create an authentic social media presence for your brand to establish consumer trust and loyalty
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• The conversation is not:– controlled– organized– “on message”
• The conversation is:– organic– complex– speaks in a human voice
• Social media is not a strategy or a tactic – it’s simply a channel.
The social media conversation
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Building relationships…
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Fix Great Fan Pages• http://www.facebook.com/threadless for Threadless T-
shirts. Very engaging, great use of video, a weekly center of community engagement
• http://www.facebook.com/pages/UJA-Federation/212360145318? UJA- Federation of Toronto. Regular updates, comments from fans and a mix of events, current events, and news items
• http://www.facebook.com/JewishClimateCampaign for Jewish Climate Campaign. Sharing links to news, commenting on posts, growing daily
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• Dedicate in honor
In Memory of
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6250 Submissions
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Leverage the value customer communities to capture customer insight
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Our #1 Complaint
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Bandwidth
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Call centre volume down
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Before
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Add to Cart up %25
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Conversion up by %11
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• Returns down• Conversion up
Returns down
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Use customer feedback to create new revenue streams
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Ellen DeGeneres Valentine’s Day SpecialAudience Gift and Initiative to Support Haiti
Results: 30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers Est. 4,000+ New Fans and email opt-ins in 48 hours
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4000 New Fans
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Provide individual customer feedback that is helpfuland visible to other
customers
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Engagement
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Turn a negative experience into a postive interaction
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Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal.
Soc Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.
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• Imagine my surprise when I came home from the hospital and found the box from Pro Flowers on my deck. Thank you so very much for your thoughtfulness and kindness. I will never, ever forget your gesture to me. Mom came through the surgery like a trooper. When I saw her afterward she was glowing. For the first time in months and months she had no pain. I'm anxious for her physical therapy to begin so that I can hopefully bring her home this weekend.
Again, with all my heart, thank you. (I'm wearing my rings as I type this. They make me so happy because of the beautiful rainbow colors.)
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Bazaarvoice
“People are twice as likely to convert when there is a negative review amongst
the positive ones”Sam Decker
CMO
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