service is the new marketing
Post on 14-Sep-2014
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This explores why social customer service now matters to marketing and how the two can work together to better engage customersTRANSCRIPT
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Service Is The New Marketing
S e r v i c e I s T h e N e w M a r k e t i n g © Brainfood Consulting 2013
Why?
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For All To See
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Age Range Social Customer Service Social Marketing
18 to 29 43% 23%
30 to 49 39% 39%
50+ 18% 38%
The Game Has Changed
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Trust Is Bust
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Why Trust Matters
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90% Internet users value their friends’ opinions
70% trust the opinion of strangers posted online
Source: Nielsen’s Annual Consumer Survey 2011
What Price Loyalty Now?
40% UK shoppers ‘showroom’
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People we most trust in life (our inner circle) have always played a central role in helping us make decisions in daily life
What’s changed is that Social Media now allows them to be continuously available to us as advisors
This is what’s demoting brand influence
New Dynamics
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Whenever-However
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Big
Picture
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Key Trends
Pers ona l i sa t i o n
Soc i a l I n te ract i o n
Mu l t i -Screen & Omn i -Channe l
Empowerment
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parents
offspring
educators
students
governments
citizens
organisations
customers
Digital Disruption
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Me & My World
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Me & My World
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What We Know (about you)
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Balance of Power
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Who Needs You?
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18
We Can’t Wait
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Easier & Faster?
Personalised Self Service
Personalised Self Service
Personalised Self Service
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Personalised Self Service
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Mobility
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Expecting The Earth Heaven
“It’s not just the convenience
that is driving consumer’s
migration to mobile, it brings a
whole new mind-set in which
everything is always immediately
available”
James Roper
CEO
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Without Hassle
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On My Terms
My:Time
Allows consumers to start a customer service interaction,
Stop if they get interrupted
Resume at their convenience
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24x7 Smartphone Use (non voice)
Smartphone Bonding
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Screen Hopping M
OB
IL
E
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Screen Hopping TA
BL
ET
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Screen Hopping L
AP
TO
P
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Multi-Channel Behaviour
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Swiss Army Knife
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WiFi, location tracking and real-time couponing
Bought Together In Real Time
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Social
‘what’
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S e r v i c e I s T h e N e w M a r k e t i n g © Brainfood Consulting 2013
TH
E
CA
TA
LY
ST
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TH
E
PR
OB
LE
M
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TH
E
RE
WA
RD
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Social
‘why’
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Source: UK Consumer Advice Site
1. Service Failure If you don’t get service right via your
traditional channels
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Source: UK Consumer Advice Site
1. Service Failure If you don’t get service right via your
traditional channels
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2. Service Follows Sales
OM
NI
C
HA
NN
EL
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2. Adoption Trend (UK)
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3. They Breathe It
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CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Stakes Are Now Raised
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UK 80% access Twitter via mobile
Always Connected
Global 60% access Facebook via mobile/tablet
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Source: Amex’s Global Customer Service Barometer 2012
Upsides & Downsides
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Consumer Activism
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Service Is The New Marketing
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Social
‘where’
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Cross Silo Opportunity
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Cross Silo Behaviour Sourc
e:
Ric
hard
Hughes,
Pro
duct
Str
ate
gy D
irecto
r of
Bro
advis
ion
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Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
A Hundred Year Habit
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Marketing says “those leads are
just sitting there”
Sales says “those leads
are junk”
Service says “those customers
were mis-sold”
A Hundred Year Stand-off
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Marketing’s View
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Chris Penn
You have to make sure you are
connected to other folks within the
organization, like the service teams
The service sides are so far removed
from marketing, but if we can get
them connected with the marketer,
there is a lot more we can do
Marketing’s View
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Develop A Common View
Of Your Customers
Action #1
Ex
pe
rie
nc
es
Journeys
Life
cycle
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Action #2
Do Joint
Business Planning
Progress
Da
sh
bo
ard
s
Go
als
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Action #3
Share Functionality
Communications
An
alytic
s
CR
M
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Action #4
Do Social
Service
Ma
rke
tin
g
Sa
le
s
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Social
‘how’
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The New Challenge
The key difference in Social Media is that, unlike other channels,
customers can be talking about you on sites across the internet
instead of talking with you directly via channels you have offered
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personal blogs
review sites TripAdvisor etc
self help forums
online communities
branded expert sites
Google+ Facebook
YouTube
Tumblr
Sina Weibo
Social Ecosystem
peer2peer support
corporate blogs
ecommerce reviews
Social Listening Ability To Influence
STRONG WEAK
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Industrial Strength
“We opened the doors to our Social Media Listening
Command Centre, which allows us to monitor over
22,000 daily posts related to Dell as well as mentions on Twitter”
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Early Warning!
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Listening Strategies
1. Track specific brand-driven mentions
2. Reply to the most urgent customer service issues
1. Listen for ‘bigger picture’ themes to anticipate needs
2. Use social as early warning to brief mainstream Customer Service
3. Track conversations about product/service usage, not the brand
4. Listen for more than @xxx e.g. #xxx 5. Track issues and needs of your
competitors’ customers 6. Listen for sales opportunities
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Social
‘when’
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Old v New Crisis Management
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The first tweet was posted within 30 seconds of impact
Krista Seiden, a Google employee, was
boarding another flight when the Asiana
aircraft hit the runway
She had her mobile phone in her hand, and
her first instinct was to snap a photo and
tweet it out. All within seconds of impact
Within 24hrs, Krista and her photo were
quoted in over 4,450 news articles
Old v New Crisis Management
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Normally Dell averages 11 hours to respond
They recognized the high profile mention from a member of One Direction
They responded on average in less than 15 minutes
13,000 fans retweeted the service request
15,000 favourited Louis’s ordering troubles
Another 1,100 retweeted Dell’s generic response
Celebrity Reach
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Some With Influence Are Easy
To Spot
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With Big Upsides
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And Downsides
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Others Appear Anonymous
Until It’s Too Late
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Lone Wolf
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Culture
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Training
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Service
As
Marketing
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Seen As The World’s Best
81
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Now A Brand Differentiator
82
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83
Service Is The New Marketing
Before Social Media
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84
Service Is The New Marketing
After Social Media
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Co-creation
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Co-creation
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Co-creation
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88
Peer to Peer Community
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89
Peer to Peer Community
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90
Peer to Peer Community
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91
Within 2 weeks of launch
67,000 unique visitor 1,700 ideas
40,000 comments on twitter
Peer to Peer Community
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Advocacy
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Word Of Mouth
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Credentials
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Social Customer Service
1st
Real Time Corporate Mirror
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LISTEN
INTERPRET
REDESIGN
MONITOR
IMPROVE
Voice Of The Customer
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Insight
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Insight
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Thank You!
@martinhw
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