Let's Get Engaged: The New Customer Service Landscape
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Transcript of Let's Get Engaged: The New Customer Service Landscape
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http://www.flickr.com/photos/kendrick/
• Platform built for customer engagement
• Platform built for customer engagement
• Distributed communities
• Platform built for customer engagement
• Distributed communities
• Delivering real business outcomes
Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
Customer Engagement > Customer Service
Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
Social Effects
Customer Engagement > Customer Service
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Behold...The Holy Grail of Customer Engagement
Photo by Krelic http://flickr.com/photos/15271532@N00/2312714034/
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“A Customer Service Company That Happens
To Sell Shoes”
Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/
Meets Expectations(Survival)
Meets Desires(Success)
Meets Unrecognized
Needs(Transformation)
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Creates Evangelism
Creates Commitment
Creates Satisfaction
From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley
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Increasing customer retention by 5%
increases profits by 25-95%
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Photo by Squirmella http://flickr.com/photos/squirmelia/247620009/
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Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/
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What kind of company are you?
Customer-focusede.g. Four Seasons, Zappos, Craigslist
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Infrastructure-focusede.g. Telecommunications, Cable, Utilities
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Product-focusede.g. Apple, Yahoo, most web companies
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Photo by sunny-drunk http://flickr.com/photos/frogmanor/480977834/
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1.Conversations at the center of the business
2. Reduce your sphere of control to increase your sphere of influence
3. Smash the silos
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I.Conversations at the center of the business
“Markets are conversations”
-The Cluetrain Manifesto
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Timbuk2 discovers people talking
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Hack a diaper bag
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Focus Group 2.0
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II.Reduce your sphere
of control
...to increase your sphere of influence
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5000 vs 5
Comcast Cares /Twitter / TechCrunch
Comcast on Get Satisfaction
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Comcast on Blogs
Comcast on Blogs
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III.Smash the Silos
(Work with the network)
The “it’s not our problem” problemis not a customer-centric view
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The Twitter API Ecosystem
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SO ASK YOURSELF...
What would a concierge do?
http://www.flickr.com/photos/blackbeltjones/
Lane BeckerEmail me at [email protected]
IM me at monstro9 on AIM
Follow me on Twitter @monstro
Or on Facebook at /laneb
Or even give me a call at 1-415-867-1708123#!;#0<#,