-
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
Once upon a time when I was a student...
-
There is no better place to understand marketing
Once upon a time when I was a student...
-
Thats right but
WRONG
-
Thats right but
WRONG
-
The job interview!
-
The job interview
-
Job requirements:
-
Job requirements: Follows procedures
-
Job requirements: Follows procedures
-
Job requirements: Follows procedures
Understands customers
-
Job requirements: Follows procedures
Understands customers
-
Job requirements: Follows procedures
Understands customers
No personal input
-
Job requirements: Follows procedures
Understands customers
No personal input
-
Job requirements: Follows procedures
Understands customers
No personal input
Agrees time = money
-
Job requirements: Follows procedures
Understands customers
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
-
If websites were honest
-
If websites were honest
Stop using these!
-
If websites were honest
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
his clients preferences.
He dedicates time to
helping his clients.
-
Roberts service:
He remembers about
his clients preferences.
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
-
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
wars between nations.
She takes care of
her clients.
-
Why Ira is amazing:
Her smile can end
wars between nations.
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
Seeking cultural fit.
1 month training
-
Human resources
Seeking cultural fit.
1 month training
focused on culture.
-
Human resources
Seeking cultural fit.
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.
Give people a voice.
-
Employee motivation
Assign responsibility.
Allocate a budget.
Give people a voice.
-
Employee motivation
Assign responsibility.
Allocate a budget.
Give people a voice.
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 ...
-
= f
-
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
-
New customers
Existing customers
-
Retention is the new acquisition
-
5% increase customer retention
100% increase in pro"ts
-
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?
-
On a zero-to-ten scale, how likely is it that you would recommend
us to a friend or colleague?
-
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?
-
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
On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
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
-
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
On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
K
-
0 1 2 3 4 5 6 7 8 9 10
On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
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
-
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 growth minus average competitor growth in the market
Philips leads
8%
-
10%
5%
0%
-5%
Philips growth minus average competitor growth in the market
Philips leads Middle of the pack
8%
2%
-
10%
5%
0%
-5%
Philips growth minus average competitor growth in the market
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
1 million customers (WoM)
$ 210
-
WoM
1 million customers (WoM)
$ 210 x 1 million
-
WoM
1 million customers (WoM)
$ 210 million
-
WoM
1 million customers (WoM)
$ 210 million
40 million comments
-
WoM
1 million customers (WoM)
$ 210 million
$ 210 million / 40 million
-
WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25
-
WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25
$ 5.25 x 8
-
WoM
1 million customers (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
-
5 J to neutralize 1 L
# L yearly? WoM
-
5 J to neutralize 1 L
4 L yearly WoM
-
5 J to neutralize 1 L
4 L yearly
(5 x 4) x $5.25
WoM
-
5 J to neutralize 1 L
4 L yearly
WoM cost = - $105
WoM
-
5 J to neutralize 1 L
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
-
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
-
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