the shitty position of being a dissatisfier for ns poort

The shitty position of being a dissatisfier.

Manage expectations. Acts, not ads. Momentum.

Polle de Maagt @polledemaagt

9,1% was not delayed or cancelled

Over my last 11 itineraries.

Old and filthy

Polle de Maagt. The reason to move to GentThe love of my life. What better

reason is there?!

I sooooo love Blackberry ...... but recently switched to iPhone

(it’s not you, it’s me).

Yep. I know I look like 18.But I’m actually 29. Most old people

tell me I will be happy with them when I’m 50. I doubt that.

Changing companies to be more about acts, less about ads.


I try to change companies to be less about ads and more about acts.

Through inspiration, strategy and coaching.


I work(ed) for companies like


www.polledemaagt.com @polledemaagt

And I write about it.Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.


http://www.polledemaagt.com

http://www.polledemaagt.com

This presentation is 100% Apple, Dell and eBay-free.And I will only talk about stuff I either experienced or worked on myself.


I would like to talk about 3 things today.(Don’t worry, I made them tweet-size, so you can easily remember them).


Be maniacal in managing expectations.

Create acts, not ads.Leo Burnett.“ “

Create momentum.



1


9,1% was not delayed or cancelled

Over my last 11 itineraries.

Over the last 8 years ...... I have been a 30K customer.


Other categories conditioned people to expect more. Expectation levels are getting higher and higher, while it was never easy to manage expectation and exceed them to be worth sharing.

Ever growing expectations.

CONSUMER EXPECTATIONS

EXCEED EXPECTATIONS (AND FUEL ADVOCACY)

FAIL TO MEET EXPECTATIONS (AND FUEL NEGATIVE BUZZ)

There’s a train.

I am serviced 24/7/365

I can sit comfortably.


A small experiment in happiness.“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of

6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads. And it did.

Something to proveKLM wanted to prove they recognize the

person behind every passenger.

Results?Over 1.000.000 impressions

on twitter alone. And a Cannes Lions Award for PR.

More?I will talk you through

that later :)

FoursquareEvery time a passenger told KLM

via twitter or Foursquare that he/she was at Schiphol airport,

we tried to surprise him/her in a most personal way.


Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign.

Do what makes a difference.

LOW CUSTOMER SATISFACTION

HIGH CUSTOMER SATISFACTION

FEATURE NOT IMPLEMENTED FEATURE FULLY IMPLEMENTED

LineairCustomers desire it, but don’t expect it to

be fully in place. Satisfaction increase when in place, decreases when not.

E.g. High interest rates.

Attractive attributesCustomers don’t expect them to be in

place, but are delighted if they are. Satisfaction increase when in place.

E.g. Refunding a service fee before the customer asks.

Must-have attributesCustomers assume that they are in place, if not, they will be unhappy. Satisfaction

decreases when not in place.E.g. Checks get processed.

iPad apps

24/7 service

PricingInflatable crocodiles

Flashmobs


communicate clearly

Go to market with your customers.Telenet launched Yelo, an innovative product that let consumers watch TV live on any device. One problem:

the product wasn’t finished. The solution? Involve the consumers via facebook, twitter and a closed community to make the product even better.

A beta productA product that could be improved on

every level: from service, to interface and from content to functions.

Results?Over 15.000 ideas.

A neutralized discussion.

Involved customersCustomers were involved via twitter, facebook, blog and a closed research community.


Blurb’s nifty use of the Net Promoter Score.Online publishing platform Blurb goes the distance in stimulating people to talk about them. They measure how likely it is that you will recommend the product to friends. Even more, they use this information to tailor offerings.


http://www.blurb.com/

http://www.blurb.com/

Act on advocacy.There are those who are dissatisfied. Those who are pretty ok with our service. And those who love us.

But who is who and how many of each have we? Enter the Net Promoter Score (NPS), a brand benchmark. The NPS score is correlated with overall brand performance. It also makes it easy to act on this data. To help

the promoters to promote and neutralize the negatives.

Support the promoters with tools and communication

materials to convince their friends to join us.

Contact all detractors and passives to see how we can help.

Pick detractors and passives at random and let the CEO and/or CFO personally commit to solving their

problem.


Handling sentiment.We have a conversation. Now what?!


FANS POSITIVES NEUTRALS NEGATIVES HATERS

Success stories AcquisitionWIIFM

PrejudicesPerceptions

Bugs & FlawsTemp problems

It is great I want to make it better It could be better It should be better Better? Hahaha.

Feed EmbraceCelebrate

EnagageActivate Neutralize

IsolateIgnoreLearn

CO

NT

ENT

SEN

TIM

ENT

ACT

ION

Zappos does an amazing job in making technology invisible and really understanding consumers. Whenever you answer ‘thank you’ to a standard support mail, they will send you a personal message back, instead of an autoreply.

Beyond the standard support mails.



2


Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign.

Realize the position of your brand.

LOW CONVERSATION VALUE

HIGH CONVERSATION VALUE

CAMPAIGN / ACTIVATION CONTINUOUS


Really, will this work?Warm welcome.

Is there really no different way to tell me this?

In Italy, this is actually their main source of revenue.

People who actually use the free wifi to work there.


The business case of personal.

Would this work?Would this make a difference

in their tips?

Yep.I should treat my nails better.

+18%Simply writing ‘thank you’

increases tipping value with more than 18%.


Nike changed the way people run.

Running furtherTo run a decent figure, people

needed to run further than they were used to.

Running other routesNot the same round every day,

but a route worth running.

A club worth joiningConnected 24/7/365.

Results?Over 40.000 connected runners,

behavior change amongst runners. SpinAwards and Webby Award.


Zappos’ 365 day return policy serves a double purpose: it’s yet another (communication) proof of their dedication to customer service and it’s a great way to increase the sales per client. The basic idea: Zappos hacks the default option,

consumers are more likely to do nothing if they have the choice.

Business and satisfaction from returns.

Low threshold to order

“Well, if I don’t like it, I can always return it”.

- but -

High threshold to return

Yes, you can return, but it’s always easier to choose the default option, not doing anything and just

keeping the product. Results?In general, the return

policy makes consumers order and

buy 150% more.


Emotional commitmentThe majority of

consumers feels a responsibility towards

the company to not return the products on

the 364th day.

Create momentum.

3

Capitalize on unused potential.

A story worth sharingWouldn’t it be great if every

Belgian felt a bit pregnant too?

Kai MookIsn’t she cute?

Unused potentialCute animals get born from

time to time. Employees were video amateurs.

Results?Over 600.000 people watched the

birth. Live. Over 33% more visitors. Nominated as product of the year.


People don’t change overnight. Nor do companies. Use a set of tools.

Instruments of change.

Unused potential of your employees.

What people already support our cause? Who can help us spread the word? Build best practices?

Excite others?

Workshops, training and coaching.

Knowledge, training and structural coaching.

Guidelines & Best Practices.

People need both negative and positive stimuli. Guidelines to set the boundaries, best practices to

get inspired and excited.

Smart projects.

Small, manageable project with clearly defined scopes and goals that help the organization learn,

change and set next steps.

Scanning the organization for key opinion leaders, evangelists and

advocates.

Tailored inspiration, strategy, workshop and knowledge

sessions with different departments.

Clear boundaries with social media guidelines and procedures.

Defining clear roads ahead by sharing best practices.

Deciding on priorities based on feasibility versus impact.

Defining clear KPI’s in terms of intrinsic goals, learning goals and

change management goals.

Advocacy programs, Open Coffee / Bar Camp with thought leaders, etc.

Weekly tactical meeting, inspiration workshops, content brainstorms,

internal conferences, etc.

Social media guidelines, branchemarking initiatives, etc.

Spearhead employees to test new tools, A/B testing channels, etc.

1 2 3 4


WH

ATBY

EXA

MPL

ES

To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also

to be able to make a project successful on several axes.

Project KPIs.Polle de Maagt @polledemaagt

CHANGE MANAGEMENT

INTRINSIC

LEARNING

Intrinsic KPIsYour ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in

number of followers.

Change management KPIsHow will this project help change the

organization E.g. convince manager X that LinkedIn is as converting as twitter,

gather a spearhead group of 50 internal enthousiasts.

Learning KPIsWhat can we learn from these

projects? E.g. learn which content works best to convert people to fans

or followers.

Warning: this part is a bit theoretical.

A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer has to have a recent interaction with a brand.

Facebook forces gradual engagement.

The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour content strategy.

Twitter forces gradual engagement.

Consumers have both monetary and conversation value. Instead of bombarding them with messages, only targeting them in campaign season or approaching them as cash cows, engage them.

The concept of gradual engagement.

DriftingConsumers aren’t engaging in any

way. E.g. consumer is just browsing around online, doesn’t visit our

stores.

StumblingConsumer stumbled upon online

brand content or comes into contact with us offline. E.g. consumers reads

an article shared by a friend.

FollowingConsumer commits to the brand by

liking, subscribing, following or ‘fan’-ing the brand or leaving contact details. E.g. consumer becomes a

facebook fan.

EndorsingConsumer tells others. Consumer likes a piece of content, collects it,

curates it, retweets it, shares it and/or evaluates a brand. E.g. consumer

ranks a hotel on Tripadvisor.

ContributingConsumer collaborates with a brand

on adhoc or long term basis. E.g. consumer joins Telenet cocreation

community.


Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers.

Campaigns versus programs in engagement.

DriftingConsumers aren’t engaging in any

way. E.g. consumer is just browsing around online, doesn’t visit our

stores.

StumblingConsumer stumbled upon online

brand content or comes into contact with us offline. E.g. consumers reads

an article shared by a friend.

FollowingConsumer commits to the brand by

liking, subscribing, following or ‘fan’-ing the brand or leaving contact details. E.g. consumer becomes a

facebook fan.

EndorsingConsumer tells others. Consumer likes a piece of content, collects it,

curates it, retweets it, shares it and/or evaluates a brand. E.g. consumer

ranks a hotel on Tripadvisor.

ContributingConsumer collaborates with a brand

on adhoc or long term basis. E.g. consumer joins Telenet cocreation

community.

Fill the funnel

Spotlight on ambassadors

Activate to share

Select for communityBannering

for likes

Adwordsto convert


Maybe the best social media campaign ever.

It works beats “it would be cool if” every day.

Just make sure it does the job.

]

You can forget most of the things I said today. But please, remember 3 things.



Create momentum.

48Help me change companies. Act yourself.

Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.

I try to change companies to be less about ads and more about acts.

Through inspiration, strategy and coaching.

Download the presentation at polle.me/nudge-nspoortor contact me via twitter (@polledemaagt) or email ([email protected])

Thanks for your time.

http://polle.me/nudge-nspoort

http://polle.me/BDMA2011

http://polle.me/BDMA2011

the shitty position of being a dissatisfier for ns poort

Technology

dont worry

betterchanging companies

old people

klm passengers

impressionson twitter

expectation levels

gentthe love

happiness spreads