promote your self service portal to perfection - topdesk on tour denmark 2017
TRANSCRIPT
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Promote you Self-servicePortal to perfectionRon van Haasteren
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Ron van Haasteren
International MarketerProduct Owner at Communications
Former Consultant
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Marketing for dummiesMarketing 101
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Marketing 101
Marketing is: everything a company does to improvethe sales of their product and/or services.
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Marketing 101
Marketing is: everything a company does to improvethe sales of their product and/or services.
Marketing is: everything departments do to improvethe use of the Self-service portal.
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer
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Let’s take an example
A great example
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BBC
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B B C
· Brilliant Bag Carrier
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating campaigns
Step 5: Keeping the customer
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Have a clear target
Within a week, everyone in Denmark is using the BBC.
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Have a clear target
Within a week, everyone in the UK is using the BBC.
Within six months, 50 percent of bag carriers inDenmark are using the BBC.
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
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What is the market?
· People who shop a lot
· People who go food shopping
· People who have money to spend
· People aged between 25 and 60
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
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Who are in the market?
Create your personas.
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Annabel
· Shopaholic
· Lives in the shopping centre
· Carries on average 9 bags every Saturday
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Claire
· Single mum
· Going food shopping is tough enough for her
· Meets lot of like-minded women at herchildrens’ school
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Malcolm
· Loves his wife big time
· Prefers to spend Saturday on the couch
drinking beer
· Gets dragged to the high street quite
often
· Carries her bags out of love
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Jacob
· Hipster
· Carries only recycled bags
· May be in pain, but you won’t see
it due to his beard
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
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Create campaigns
· Plural!
· One poster is not enough
· Four personas = at least four types of campaigns
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Brand awareness
· BBC – blimp
· BBC – big band
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Annabel
· Shopping centres
· Fancy look and feel
· Muscled men could carry her bags for
15 minutes after purchasing the BBC
· #BBC #NoFilter #PainGoAway
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Claire
· Promotion at the playground
· Reward Claire for recommending the BBC
· Discount at supermarkets
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Malcolm
· Approach him with relatable people
· Located near department stores
· Keep it plain and simple
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Jacob
· At the barber
· Eco-friendly commercials
· Creating a statement
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
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Retainment
Plan
DoCheck
Act
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But now…The Self-service Portal
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What are the similarities?
· Good idea
· New or renewed
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Self-Service Portal
· Service Catalogue
· You can be a bit creative...
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Marketing 101
Marketing is: everything a company does to improvethe sales of their product and/or services.
Marketing is: everything departments do to improvethe use of the Self-Service Portal (SSP).
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
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Have a clear target
100 percent of calls are logged via the Self-ServicePortal.
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Have a clear target
100 percent of calls are logged via the Self-ServicePortal.
Within 6 months, the amount of calls logged throughthe Self-Service Portal increases by 20 percent.
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
![Page 43: Promote your Self Service Portal to perfection - TOPdesk on Tour Denmark 2017](https://reader031.vdocuments.net/reader031/viewer/2022030318/5a6478aa7f8b9a31568b4601/html5/thumbnails/43.jpg)
What is the market?
· All departments
· Working employees/colleagues
· Support mechanism for the organisation’s primarypurpose
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campaigns
Step 5: Keeping the customer
![Page 45: Promote your Self Service Portal to perfection - TOPdesk on Tour Denmark 2017](https://reader031.vdocuments.net/reader031/viewer/2022030318/5a6478aa7f8b9a31568b4601/html5/thumbnails/45.jpg)
Personas
· Who are your Annabel, Claire, Malcolm and Jacobs?
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Anita
· The person who knows everything
· An influencer
· A good ambassador
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Mike
· Doesn’t like change
· A silent protester
· Seldom leaves his desk
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Chris
· On the road a lot
· Doesn’t care about changes
· Lack of motivation for the SSP
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Marketing 101
Step 1: Have a clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Creating Campacs
Step 5: Keeping the customer
![Page 50: Promote your Self Service Portal to perfection - TOPdesk on Tour Denmark 2017](https://reader031.vdocuments.net/reader031/viewer/2022030318/5a6478aa7f8b9a31568b4601/html5/thumbnails/50.jpg)
Brand Awareness
· Name is important:
· Self-service portal
· TOPdesk
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Brand Awareness
· Real-life example: FIX
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Before During Go live Afterwards
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Before
· Changes, resistance
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Before During Go live Afterwards
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During
· Feedback group
· Testing, controlling, adjusting
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Before During Go live Afterwards
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Go live
· Big gathering
· Posters
· Cake
· Leaflet/desk triangles
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Less obvious promotions
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Marketing 101
Step 1: Clear target
Step 2: What is the market?
Step 3: Who is in that market?
Step 4: Create Campaigns
Step 5: Keeping the customer
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Before During Go live Afterwards
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Keeping the customer
Plan
DoCheck
Act
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And then …
· Staying alive
· Monitoring
· Improving
· Drop-in sessions
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The TOPdesk Champion
· Ensuring the SSP is ‘fit for purpose’
· Innovation
· Up-to-date
· Communication
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Conclusion
· Self-service portal needs to be sold
· Make your market visible
· Different communication channels for differentpersonas
· Involve people with the development
· Assign a TOPdesk Self-Service Portal champion
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Questions?
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View this presentation onlinewww.slideshare.net/TOPdesk