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Service is the new marketing
- 3. For All To See
Service Is The New Marketing
© Brainfood Consulting 2013
- 4. The Game Has Changed
Age Range
18 to 29
30 to 49
50+
Social Customer Service
43%
39%
18%
Service Is The New Marketing
© Brainfood Consulting 2013
Social Marketing
23%
39%
38%
- 7. What Price Loyalty Now?
40% UK shoppers ‘showroom’
90% Internet users value their friends’ opinions
70% trust the opinion of strangers posted online
Source: Nielsen’s Annual Consumer Survey 2011
Service Is The New Marketing
© Brainfood Consulting 2013
- 8. New Dynamics
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
Service Is The New Marketing
© Brainfood Consulting 2013
- 13. Me & My World
Service Is The New Marketing
© Brainfood Consulting 2013
- 14. Me & My World
Service Is The New Marketing
© Brainfood Consulting 2013
- 15. What We Know (about you)
Service Is The New Marketing
© Brainfood Consulting 2013
- 25. Expecting The Earth Heaven
James Roper
CEO
“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”
Service Is The New Marketing
© Brainfood Consulting 2013
- 27. On My Terms
My:Time
Allows consumers to start a customer service interaction,
Stop if they get interrupted
Resume at their convenience
Service Is The New Marketing
© Brainfood Consulting 2013
- 30. Service Is The New Marketing
© Brainfood Consulting 2013
MOBILE
Screen Hopping
- 31. Service Is The New Marketing
© Brainfood Consulting 2013
TABLET
Screen Hopping
- 32. Service Is The New Marketing
© Brainfood Consulting 2013
LAPTOP
Screen Hopping
- 35. Bought Together In Real Time
WiFi, location tracking and real-time couponing
Service Is The New Marketing
© Brainfood Consulting 2013
- 42. 1. Service Failure
If you don’t get service right via your
traditional channels
Source: UK Consumer Advice Site
Service Is The New Marketing
© Brainfood Consulting 2013
- 43. 1. Service Failure
If you don’t get service right via your
traditional channels
Source: UK Consumer Advice Site
Service Is The New Marketing
© Brainfood Consulting 2013
- 44. 2. Service Follows Sales
OMNI
CHANNEL
Service Is The New Marketing
© Brainfood Consulting 2013
- 46. 3. They Breathe It
Service Is The New Marketing
© Brainfood Consulting 2013
- 47. Stakes Are Now Raised
CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Service Is The New Marketing
© Brainfood Consulting 2013
- 48. Always Connected
UK 80% access Twitter via mobile
Global 60% access Facebook via mobile/tablet
Service Is The New Marketing
© Brainfood Consulting 2013
- 51. Service Is The New Marketing
Service Is The New Marketing
© Brainfood Consulting 2013
- 54. Source: Richard Hughes, Product Strategy Director of Broadvision
Cross Silo Behaviour
Service Is The New Marketing
© Brainfood Consulting 2013
- 55. A Hundred Year Habit
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
Service Is The New Marketing
© Brainfood Consulting 2013
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
- 56. A Hundred Year Stand-off
Service says
“those customers
were mis-sold”
Sales says
“those leads
are junk”
Marketing says
“those leads are
just sitting there”
Service Is The New Marketing
© Brainfood Consulting 2013
- 58. Marketing’s View
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
Service Is The New Marketing
© Brainfood Consulting 2013
- 64. 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
Service Is The New Marketing
© Brainfood Consulting 2013
- 65. Social Ecosystem
branded
expert sites
online
communities
Google+
self help
forums
LinkedIn
WEAK
Facebook
ecommerce corporate
reviews
blogs
Twitter
personal
blogs
Social
Listening
STRONG
Ability To Influence
peer2peer
support
YouTube
Pinterest
Sina Weibo
Tumblr
review sites
TripAdvisor etc
Service Is The New Marketing
© Brainfood Consulting 2013
- 66. 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”
Service Is The New Marketing
© Brainfood Consulting 2013
- 68. Listening Strategies
1.
2.
Track specific branddriven mentions
Reply to the most
urgent customer service
issues
1.
2.
3.
4.
5.
6.
Listen for ‘bigger picture’ themes to
anticipate needs
Use social as early warning to brief
mainstream Customer Service
Track conversations about
product/service usage, not the brand
Listen for more than @xxx e.g. #xxx
Track issues and needs of your
competitors’ customers
Listen for sales opportunities
Service Is The New Marketing
© Brainfood Consulting 2013
- 70. Old v New Crisis Management
Service Is The New Marketing
© Brainfood Consulting 2013
- 71. Old v New Crisis Management
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
Service Is The New Marketing
© Brainfood Consulting 2013
- 72. Celebrity Reach
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
Service Is The New Marketing
© Brainfood Consulting 2013
- 73. Some With Influence Are Easy
To Spot
Service Is The New Marketing
© Brainfood Consulting 2013
- 81. Seen As The World’s Best
Service Is The New Marketing
© Brainfood Consulting 2013
81
- 82. Now A Brand Differentiator
Service Is The New Marketing
© Brainfood Consulting 2013
82
- 83. Service Is The New Marketing
Before Social Media
Service Is The New Marketing
© Brainfood Consulting 2013
83
- 84. Service Is The New Marketing
After Social Media
Service Is The New Marketing
© Brainfood Consulting 2013
84
- 88. Peer to Peer Community
Service Is The New Marketing
© Brainfood Consulting 2013
88
- 89. Peer to Peer Community
Service Is The New Marketing
© Brainfood Consulting 2013
89
- 90. Peer to Peer Community
Service Is The New Marketing
© Brainfood Consulting 2013
90
- 91. Peer to Peer Community
Within 2 weeks of launch
67,000 unique visitor
1,700 ideas
40,000 comments on twitter
91
Service Is The New Marketing
© Brainfood Consulting 2013
- 96. Voice Of The Customer
LISTEN
INTERPRET
IMPROVE
REDESIGN
MONITOR
Service Is The New Marketing
© Brainfood Consulting 2013