service is the new marketing

²

²²

Service Is The New Marketing

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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

LinkedIn

Google+ Facebook

Twitter

YouTube

Pinterest

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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