promote your self-service portal to perfection, topdesk on tour 2016, manchester
TRANSCRIPT
Promote your Self-Service Portal to perfectionSam Norman and Ron van Haasteren
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Marketing 101Marketing for dummies
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Marketing is: everything a company does to improve the sales of their productand/or services.
Marketing 101
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Marketing is: everything a company does to improve the sales of their productand/or services.
Marketing is: everything departments do to improve the use of the Self-serviceportal.
Marketing 101
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating campaignsStep 5: Keeping the customer
Marketing 101
Let’s take an exampleA great example
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B B C
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• Brilliant Bag Carrier
B B C
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating campaignsStep 5: Keeping the customer
Marketing 101
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Within a week, everyone in the UK is using the BBC.
Have a clear target
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Within a week, everyone in the UK is using the BBC.
Within six months, 50% of bag carriers in the UK are using the BBC.
Have a clear target
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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• People who shop a lot• People who go food shopping• People who have money to spend• People aged between 25 and 60
What is the market?
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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Create your personas.
Who are in the market?
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• Shopaholic• Lives in the shopping centre• Carries on average 9 bags every Saturday
Annabel
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• Single mum• Going food shopping is tough enough for her• Meets lot of like-minded women at her
childrens’ school
Claire
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• Loves his wife big time• Prefers to spend Saturday on the couch
drinking beer• Gets dragged to the high street quite often• Carries her bags out of love
Malcolm
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• Hipster• Carries only recycled bags• May be in pain, but you won’t see it due to his
beard
Jacob
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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• Plural!• One poster is not enough• Four personas = at least four types of campaigns
Create campaigns
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• BBC – blimp• BBC – big band
Brand awareness
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• Shopping centres• Fancy look and feel• Muscled men could carry her bags for
15 minutes after purchasing the BBC• #BBC #NoFilter #PainPainGoAway
Annabel
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• Promotion at the playground• Reward Claire for recommending the BBC• Discount at supermarkets
Claire
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• Approach him with relatable people• Located near department stores• Keep it plain and simple
Malcolm
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• At the barber• Eco-friendly commercials• Creating a statement
Jacob
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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Plan
DoCheck
Act
Retainment
But now…The Self-service Portal
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• Good idea• New or renewed
What are the similarities?
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• Fictional organisation: Pumpkin Inc.
My idea
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• Service Catalogue• You can be a bit creative...
Self-Service Portal
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Marketing is: everything a company does to improve the sales of their productand/or services.
Marketing is: everything departments do to improve the use of the Self-ServicePortal (SSP).
Marketing 101
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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100% of calls are logged via the Self-Service Portal.
Have a clear target
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100% of calls are logged via the Self-Service Portal.
Within 6 months, the amount of calls logged through the Self-Service Portalincreases by 20%.
Have a clear target
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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• All departments• Working employees/colleagues• Support mechanism for the organisation’s primary purpose
What is the market?
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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• Who are your Annabel, Claire, Malcolm and Jacobs?
Personas
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• The person who knows everything• An influencer• A good ambassador
Anita
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• Doesn’t like change• A silent protester• Seldom leaves his desk
Mike
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• On the road a lot• Doesn’t care about changes• Lack of motivation for the SSP
Chris
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Step 1: Have a clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Creating CampaignsStep 5: Keeping the customer
Marketing 101
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• Name is important:• Self-service portal• TOPdesk
• e.g. 'Pumpkin Portal', ‘MyPumpkin'
Brand Awareness
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• Real-life example: FIX
Brand Awareness
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Before During Go live Afterwards
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• Changes, resistance
Before
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Before During Go live Afterwards
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• Feedback group• Testing, controlling, adjusting
During
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Before During Go live Afterwards
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• Big gathering• Posters• Cake• Leaflet/desk triangles
Go live
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Less obvious promotions
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Step 1: Clear targetStep 2: What is the market?Step 3: Who is in that market?Step 4: Create CampaignsStep 5: Keeping the customer
Marketing 101
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Before During Go live Afterwards
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Plan
DoCheck
Act
Keeping the customer
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• Staying alive• Monitoring• Improving• Drop-in sessions
And then …
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• Ensuring the SSP is ‘fit for purpose’• Innovation• Up-to-date• Communication
The TOPdesk Champion
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• Self-service portal needs to be sold• Make your market visible• Different communication channels for different personas• Involve people with the development• Assign a TOPdesk Self-Service Portal champion
Conclusion
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Questions?