international marketing customer relationship management

Int. Marketing CRM

? Who ever worked in a call center?

How I started working in

Customer Satisfaction!

How I started working in

Customer Service!

You should totally work in CRM Steven

Once upon a time when I was a student...

You should totally work in a call center Steven


There is no better place to understand marketing


Thats right but

WRONG

The job interview!

The job interview

Job requirements:

Job requirements: Follows procedures


Understands customers



No personal input



No personal input

Agrees time = money



No personal input

Agrees time = money

Eric,

we found the

perfect guy!

J

? Did you ever try contacting a call center?

3 reasons

why getting into

Mordor is easier...

than getting into a

Call center

3 reasons

why getting into

Mordor is easier...

Mordor Call Center

Mordor Call Center

1. Do you know who you are dealing with?

Mordor Call Center

Sauron

If websites were honest


Stop using these!


Use a real

person!

Mordor Call Center

Sauron No idea

5 minutes

of New Age music!

(arghh!)

Mordor Call Center

Sauron No idea

2. Which department is responsible?

Mordor Call Center

Sauron No idea

Mount doom

10 minutes

of more New Age music!

(please kill me )

Mordor Call Center

Sauron No idea

Mount doom No idea

Mordor Call Center

Sauron No idea

Mount doom No idea

3. What do you need for your quest?

Mordor Call Center

Sauron No idea

Mount doom No idea

The Ring

Mordor Call Center

Sauron No idea

Mount doom No idea

The Ring Name, age, client ID, birth date, product code, purchase date, dogs name, favorite unicorn color ...

? Which quality of customer service did Sheldon show?

Talking

Listening

The best marketer I ever met in my life...

? Why was he so successful?

The elderly are the main target group

of Robert.

Roberts service:

Roberts service:

He remembers about

his clients.

Roberts service:

He remembers about

his clients preferences.

Roberts service:

He remembers about


He dedicates time to

helping his clients.

Roberts service:

He remembers about


He dedicates time to

helping his clients.

Client = equity.

? Who likes Japanese Food?

? Who likes Japanese Food? (If you do not raise your hand it means you did not try Japanese food)

Meet Ira, the best

waitress ever

Why Ira is amazing:

Why Ira is amazing:

Her smile can end

wars between nations.

Why Ira is amazing:

Her smile can end


She takes care of

her clients.

Why Ira is amazing:

Her smile can end


She takes care of

her clients.

She likes her job.

Exam question

13

Meet Tony Hsieh,

CEO of online shoe

retailer Zappos

The business model

The business model

Free shipping.

The business model

Free shipping.

Free returns.

The business model

Free shipping.

Free returns.

365 days returns.

The business model

Free shipping.

Free returns.

365 days returns.

75% sales from

repeat customers.

The customer service is

located on the highest !oor of the building.

... and the CEO sits right in

the middle of it.

Human resources

Human resources

Seeking cultural fit.

Human resources


1 month training

Human resources


1 month training

focused on culture.

Human resources


1 month training

focused on culture.

$ 3000 as a bribe

to quit the job.

Empowered employees

= Motivated employees.

Employee motivation

Employee motivation

Give people a voice.

Employee motivation

Assign responsibility.


Employee motivation


Allocate a budget.


Employee motivation


Allocate a budget.


Allow people to be as they are.

Welcome to the call center,

where everybody is unique.

Delivering Happiness

Tony Hsieh

Treat others like you

want to be treated.

? Why do we want satis"ed customers?

Satisfied customers are loyal

customers

Loyalty Steven, satisfied customers, thats the thing

What they tell you it is all about ...

Money, money, money !

What it is really all about ...

Exam question

14

Bad profits

Good profits

The balance sheet does not

differ good profits from bad

profits.

Salesmen are accountable for

their result.

Salesmen are accountable for

their result.

Not for how they reach it.

Who is accountable for the increase in

hold times and customer

frustration?

How I made bad profits at the

Call !Center!

Clients are often trapped in a contract

and find it hard to terminate it.

Low-cost airlines charge extra costs for overweight or

oversized luggage.

and even up to 40 euro for checking in at

the airport.

Bad profits extract value

from customers instead of

creating value.

New customers

Existing customers

Retention is the new acquisition

5% increase customer retention

100% increase in pro"ts

Exam question

15

Most surveys are too long

and waste the time of the consumer.

They often get lost as a report

in a archive, instead of changing behavior.

Most surveys anonymous,

making it impossible to

close the loop.

The decision makers often do

not fill out the survey, usually in a B2B context.

The surveys are written in the

language of the researcher

instead of the customer.

The results are easily gamed and manipulated to make the reality look better than it is.

Exam question

16

Say hello to NPS

the new way to manage client

satisfaction.

Net Promoter Score

On a zero-to-ten scale, how likely is it that you would recommend

us to a friend or colleague?

What is the reason for your score?

0 1 2 3 4 5 6 7 8 9

On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?

10

0 1 2 3 4 5 6 7 8 9


J

10

A client has to think he is

offered superior value in terms of

price, quality, functionality ...

Clients must also feel good about

their relation with the company and feel understood.

Do what you do so well, that people cant resist telling others about you.

- Walt Disney

80% J referrals

Your most loyal clients can be an invaluable source for research

and development.

The product everybody

loves

...or hates

Marmite values their

fans by inviting them to an

exclusive club.

0 1 2 3 4 5 6 7 8 9 10


K

0 1 2 3 4 5 6 7 8 9 10


L

Your most unhappy customers are your greatest source of

learning

Bill Gates

By reporting many problems they drive

up service costs.

They bad mouth to friends, family, colleagues, acquaintances anyone who will listen, sometimes including journalists, regulators and legislators

80% L referrals

NPS = J % - L %

Harley-Davidson

Amazon

E-bay

Apple

Dell

81%

73%

71%

66%

50%

Relative NPS

0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%

0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%

Competitor range

Competitor range

Market average

NPS

0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%

Competitor range

Market average

NPS

0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%

Lead

Competitor range

Market average

NPS

0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%

Middle

Competitor range

Market average

NPS

0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%

Lag

10%

5%

0%

-5%

Philips growth minus average competitor growth in the market

8%

2%

-5%

10%

5%

0%

-5%


Philips leads

8%

10%

5%

0%

-5%


Philips leads Middle of the pack

8%

2%

10%

5%

0%

-5%


Philips leads Middle of the pack Philips lags

8%

2%

-5%

Customer lifetime

value

2013 + 2014 + 2015 2070

2013 + 2014 + 2015 2070

= CLV

2013 2070

>

J CLV

K CLV

L CLV

Exam question

17

1. Detractors generally defect at higher rates than promoters

2. Promoters are usually less price

sensitive than other customers.

3. Promoters have a higher

annual spend.

4. Detractors consume more customer-service resources.

5. Promoters are responsible for up to 80% of the positive

word of mouth.

What is the real

value of word-of-mouth?

Average consumer

value $210

WoM customers

25%

Promoter comments

40 million

WoM

25% through referral

WoM

25% from 4 million customers

WoM

1 million customers (WoM)

WoM


$ 210

WoM


$ 210 x 1 million

WoM


$ 210 million

WoM


$ 210 million

40 million comments

WoM


$ 210 million

$ 210 million / 40 million

WoM


$ 210 million

WoM = $ 5.25

WoM


$ 210 million

WoM = $ 5.25

$ 5.25 x 8

WoM


$ 210 million

WoM = $ 5.25

WoM = $ 42 (yearly)

value promoter

$128

Average consumer

value $210

Total value promoter

$328

# J to neutralize 1 L?

WoM

5 J to neutralize 1 L

WoM


# L yearly? WoM


4 L yearly WoM


4 L yearly

(5 x 4) x $5.25

WoM


4 L yearly

WoM cost = - $105

WoM


4 L yearly

WoM cost = - $105

- Cost to serve

WoM

value detractor

-$267

Average consumer

value $210

Total value detractor

-$57

The Ultimate Question 2.0

Fred

Reichheld

Awareness

Knowledge

Liking

Preference

Conviction

Client

Client

Relationship

Satisfaction

Activation

Promoters

Flip the Funnel

Joseph

Jaffe

Word-of-mouth isnt

something new, people have always been talking.

Web Informative

Web Social

Politician 29%

CEO 54%

Politician 29%

Journalist 59%

CEO 54%

Politician 29%

Academic 76%

Journalist 59%

CEO 54%

Politician 29%

Doctor 85%

Academic 76%

Journalist 59%

CEO 54%

Politician 29%

Peer 88%

Doctor 85%

Academic 76%

Journalist 59%

CEO 54%

Politician 29%

Web Semantic

Your future fridge will tell you when you

are running out of beer.

Exam question

18

Post modernistic

nomad

Impact

Emotion

Part-time marketer

Offline behaviour =

Online behaviour

Post modernistic

nomad

Impact

Emotion

Part-time marketer

132

162

Post modernistic

nomad

Impact

Emotion

Part-time marketer

weekly status

update 40%

Facebook users

Post modernistic

nomad

Impact

Emotion

Part-time marketer

Feedback 64%

Feedback 64%

Product development 53%

Feedback 64%

Product development 53%

Campaign 45%

Conversation Management

Brand

Ac)va)on

Conversa)on

Furious Heinz fans forced the

company to revert to the old

recipe.

Some people keep bottles of

expensive water, re"ll

with tap water for guests.

... or go on fake holidays

Brand

Ac)va)on

Conversa)on

Pro"le

Content Motivation

Brand

Ac)va)on

Conversa)on

Exam question

19

Observe

As a manager

Observe

As a manager

Facilitate

As a brand

Observe

As a manager

Facilitate

As a brand

Participate

As yourself

Dont feed the

trolls.

(Really, dont.)

The Conversation

Manager

Steven Van Belleghem

international marketing customer relationship management

Education