the future of service
TRANSCRIPT
“We need to stop interrupting what people are interested in and be what people are interested in.”
Craig Davis, Chief Creative Officer, JWT
But the digital age has put service even more in the spotlight
Source: Econsultancy Digital Trends 2014
‘Brand Butlers’“With pragmatic, convenience-loving consumers
enjoying instant access to an ever-growing number of
supporting services and tools (both offline and online),
brands urgently need to hone their 'butlering skills'*,
focusing on assisting consumers to make the most of
their daily lives, versus the old model of selling them a
lifestyle if not identity.”
Trendwatching, 2014
So what’s the pay off for brands?
Increased influence in the customer
journey
Increased loyalty
Increased revenue
1. Being useful – provide content that helps customers
make better buying decisions
2. Being enriching – provide value added services that they
don’t expect and make their lives better
3. Providing consistency - through a consistent editorial
purpose and regular drumbeat of content
4. Showing your brand’s EQ – understand your customers’
emotional as well as functional needs
Trendwatching, 2014
“Too few brands understand that
amid all this rapid change, the
fundamentals of great service
remain the same. It's about the
feeling of being recognised.
Listened to. Valued and cared for.
Smart brands will find new ways to
serve those age-old imperatives.”
Trendwatching, 2014
“Too few brands understand that
amid all this rapid change, the
fundamentals of great service
remain the same. It's about the
feeling of being recognised.
Listened to. Valued and cared for.
Smart brands will find new ways to
serve those age-old imperatives.”
4
To our customers,
At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.
Tim Cook, Apple’s CEO
1. Leave a good impression.
2. Be careful who gets the car keys.
3. Don’t lie. Ever.
4. Apologise as if it were for a friend.
5. Keep your promises.
6. Remember the little things.
7. Do this in everything you do.