let's get engaged: the new customer service landscape

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Presented on July 22, 2009 for Yahoo!

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Page 1: Let's Get Engaged: The New Customer Service Landscape

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http://www.flickr.com/photos/kendrick/

Page 2: Let's Get Engaged: The New Customer Service Landscape
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• Platform built for customer engagement

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• Platform built for customer engagement

• Distributed communities

Page 5: Let's Get Engaged: The New Customer Service Landscape

• Platform built for customer engagement

• Distributed communities

• Delivering real business outcomes

Page 6: Let's Get Engaged: The New Customer Service Landscape

Product IdeationNew Products,

New Uses

Immersive TestingBuyers, Features,

Pricing, Service

LaunchBuzz, Promotion, Marketing

Customer ServiceProblems, Questions,

Ideas

Customer Engagement > Customer Service

Page 7: Let's Get Engaged: The New Customer Service Landscape

Product IdeationNew Products,

New Uses

Immersive TestingBuyers, Features,

Pricing, Service

LaunchBuzz, Promotion, Marketing

Customer ServiceProblems, Questions,

Ideas

Social Effects

Customer Engagement > Customer Service

Page 8: Let's Get Engaged: The New Customer Service Landscape

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Page 9: Let's Get Engaged: The New Customer Service Landscape
Page 10: Let's Get Engaged: The New Customer Service Landscape

Behold...The Holy Grail of Customer Engagement

Photo by Krelic http://flickr.com/photos/15271532@N00/2312714034/

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Page 13: Let's Get Engaged: The New Customer Service Landscape

“A Customer Service Company That Happens

To Sell Shoes”

Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/

Page 14: Let's Get Engaged: The New Customer Service Landscape

Meets Expectations(Survival)

Meets Desires(Success)

Meets Unrecognized

Needs(Transformation)

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Creates Evangelism

Creates Commitment

Creates Satisfaction

From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley

Page 15: Let's Get Engaged: The New Customer Service Landscape

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Page 16: Let's Get Engaged: The New Customer Service Landscape

Increasing customer retention by 5%

increases profits by 25-95%

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Photo by Squirmella http://flickr.com/photos/squirmelia/247620009/

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Page 19: Let's Get Engaged: The New Customer Service Landscape

Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/

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Page 20: Let's Get Engaged: The New Customer Service Landscape

What kind of company are you?

Page 21: Let's Get Engaged: The New Customer Service Landscape

Customer-focusede.g. Four Seasons, Zappos, Craigslist

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Infrastructure-focusede.g. Telecommunications, Cable, Utilities

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Page 23: Let's Get Engaged: The New Customer Service Landscape

Product-focusede.g. Apple, Yahoo, most web companies

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Page 24: Let's Get Engaged: The New Customer Service Landscape

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Photo by sunny-drunk http://flickr.com/photos/frogmanor/480977834/

Page 25: Let's Get Engaged: The New Customer Service Landscape

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Page 26: Let's Get Engaged: The New Customer Service Landscape

1.Conversations at the center of the business

2. Reduce your sphere of control to increase your sphere of influence

3. Smash the silos

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Page 27: Let's Get Engaged: The New Customer Service Landscape

I.Conversations at the center of the business

“Markets are conversations”

-The Cluetrain Manifesto

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Page 37: Let's Get Engaged: The New Customer Service Landscape

Timbuk2 discovers people talking

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Focus Group 2.0

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Page 42: Let's Get Engaged: The New Customer Service Landscape

II.Reduce your sphere

of control

...to increase your sphere of influence

Page 43: Let's Get Engaged: The New Customer Service Landscape

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Page 47: Let's Get Engaged: The New Customer Service Landscape

5000 vs 5

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Comcast Cares /Twitter / TechCrunch

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Comcast on Get Satisfaction

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Comcast on Blogs

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Comcast on Blogs

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III.Smash the Silos

(Work with the network)

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The “it’s not our problem” problemis not a customer-centric view

Page 57: Let's Get Engaged: The New Customer Service Landscape

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Page 62: Let's Get Engaged: The New Customer Service Landscape

The Twitter API Ecosystem

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Page 63: Let's Get Engaged: The New Customer Service Landscape

SO ASK YOURSELF...

What would a concierge do?

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Page 65: Let's Get Engaged: The New Customer Service Landscape

http://www.flickr.com/photos/blackbeltjones/

Lane BeckerEmail me at [email protected]

IM me at monstro9 on AIM

Follow me on Twitter @monstro

Or on Facebook at /laneb

Or even give me a call at 1-415-867-1708123#!;#0<#,