customer service 2.0
DESCRIPTION
Is true customer focus achievable? What about Web 2.0, all hype, with little substance? In a virtual world of twitters, “zombie” attacks and “second lives”, most organizations concerned with the non-virtual world (i.e., the one with a bottom line), are asking themselves the same question: “can I actually use this Web 2.0 stuff for anything useful?” In this presentation, I describe how organizations, both public and private alike, are leveraging Web 2.0 tools and social networking to connect with their customers/citizens own a whole new level: generating ideas, developing products, as well as helping them help themselves, and others. We'll also run through a selection of “what not to do” case studies that demonstrate the downside to leaping into the Web 2.0 World unprepared, or for the wrong reasons.TRANSCRIPT
Scott GowCustomer Advocate and Web 2.0 Cynic
October 2008
Intro/Agenda
1. First Off, Let me explain the whole “Web 2.0 Cynic” thing
2. Web 2.0 Crash Course
3. What do crowd-surfing and success in the 2.0 World have in Common?
5. What we Learned Today
4. Customer Service 2.0 in the Wild: The Good, the Bad and The Ugly
6. Questions? Answers?
Hey Scott, why so cynical?
First: There is great value in Wikis, Blogs etc.But: hype meter (for some) is off the chartsAnd: How “New” is Web 2.0 or Social Networking,
anyway?
Challenge: sort through the garbage to find the real value, and resist the urge to “just do it”
Your customers will appreciate it
Oh no, I’ve been poked by a zombie!
OK, I’ve heard enough about:
• Facebook & MySpace• Blogs• Wikis• Anything described as “cool”• The phrase “that’s the way the
new generation does it”
Web 2.0 Crash Course
• Blogs• Wikis• Twitter• Viral Video and YouTube• Mash-ups• Crowd-sourcing• Brand-jacking• Prediction Markets
The buzzwords we’re going to cover today (in general order of hype):
To blog or not to blog
Blogging’s not for everyoneAre you ready for the risks of corporate blogs?
1. Negative Comments2. Loss of control over the message3. Neglect4. Misunderstanding the culture of the Blogosphere
If you answered no to any of the above, try something else
Beware “flogs”, “Astroturfing” and “Sock Puppeteers”
Can we make this a wiki?
Sound Familiar? Some “Anti-patterns” to avoid:
• “All wiki, all the time”, and “One Hammer”• “Manager Lockdown”• “Vandals”• “Bullies” – opposite of champion – “Thou shalt wiki”• “WikiNoobs” –replicates pre-wiki ways of doing
business
Source: http://www.wikipatterns.org
Viral Video
• Widespread Popularity (like a virus)• Some intended, some not• Every person with a cellphone is a
budding Speilberg• The “new celebrities”:
– “Afro Ninja”– “Star Wars Kid”– “Don’t Taze Me Bro” Guy
• Diet Coke + Mentos
• “Micro-blogging”• 140-character max “tweets”• Web, Email, SMS• 2.2M Users (July 2008)• Follow and Be Followed
Mash-ups
• Mash-up Types: Data, entertainment, etc. • Typical: Existing data + maps = Useful
Crowd surfing?
• You are no longer in control of your brand… You can fight it, or ride it.
• Understand the medium before you dive in
• There’s more of them then there are of you
• Avoid “flogs”, “astroturfing” and “sock puppeteering”
• Support your evangelists
There’s More of Them Then There are of You
• “Dell Hell”• I just want to cancel my AOL• The tale of the Comcast Technician• “Brand-jacking”
– “Janet” poses as Exxon on Twitter– Burger King VP hacks daughter’s email to slight competition– Wholefoods CEO pumps stock on bulletin boards
• I Heart Zappos• Slave to Target
Frauds Will be Trampled
• Wal-Marting Across America
• LonelyGirl15
• AllIWantForXMasisAPSP.com
Let The Crowd Carry You
1. Customer Feedback
2. Idea Generation
3. “Crowd-sourcing”
4. Prediction markets
Four ways to leverage the crowd to do your heavy lifting:
Connecting, not directing Customers and Their Ideas
• Customer, help thyself (and each other)• How do I get in the heads of my customers?• Where will my next great product come from?• don’t suppress communities, support them
Crowd-sourcing
• Harness the creative talents of the crowd• The best ideas/products rise to the top• Broader source of ideas• Results-based payment• Better indication of product success before production
• “Design a shirt” – “Solve a Problem” – “Make us better”
Prediction Markets
• Leverage the “Wisdom” of the crowd• Knowledgeable speculators buy low, sell high• Reward for being “right”, punishment for “wrong”• Based on expectation, rather than opinion• Internal markets: Predict product launch dates, success of
ideas, price points, etc.• DARPA’s Policy Analysis Market (i.e., “terrorism” mkt)
In politics:• Defied polls and predicted:
– Bush to beat Kerry in 2004 (and electoral votes)– Obama to win Iowa primary (January ’08)
Customer Service 2.0 in the Wild
Just plain bad:
• Coca-Cola• Surprising, one of the better “old
Media” brands
Hall of Shame:• “The Zero Movement”• “Save surge”• Vault• Diet Coke and Menthos
Customer Service 2.0 in the Wild
• “Slave to Target”• Unsolicited Brand Evangelist• Target Supported, active early on• Fell back on old ways• Result: One disillusioned brand
evangelist
Started off good:
Customer Service 2.0 in the Wild
Turned it Around:
– From Sleeping Technician to “Comcast Cares”
– From “Dell Hell” to Web 2.0 darling
Customer Service 2.0 in the Wild
Somebody gets it:
Does Tiger Woods Really Walk on Water?
What Have We Learned?
1. “The Best” leverage existing brands
2. 2.0 won’t work if you’re bad at 1.0
3. You do not control your brand
4. There’s more of them then there are of you
5. The internet has a l-o-n-g memory
6. The Internet moves at break-neck speed
7. Your customers are talking – do you have what it takes to listen?
Questions? Answers?
Scott [email protected]
Or…Tweet me on twitter, Friend me on facebook, Read
my blog (when I have one), join my network on LinkedIn, BlackBerry Messenger me… Just don’t
poke me