1. 1. Marketing II CRM
2. 2. ? What went horribly wrong during the previous customer experience?
3. 3. ?Who ever worked in a call center?
4. 4. How I started working in Customer Satisfaction!
5. 5. How I started working in Customer Service!
6. 6. You should totally work in CRM Steven Once upon a time when I was a student...
7. 7. You should totally work in a call center Steven Once upon a time when I was a student...
8. 8. There is no better place to understand marketing Once upon a time when I was a student...
9. 9. Thats right but WRONG
10. 10. Thats right but WRONG
11. 11. The job interview!
12. 12. The job interview
13. 13. Job requirements:
14. 14. Job requirements: Enjoys wearing headsets
15. 15. Job requirements: Enjoys wearing headsets
16. 16. Job requirements: Enjoys wearing headsets Understands customers
17. 17. Job requirements: Enjoys wearing headsets Understands customers
18. 18. Job requirements: Enjoys wearing headsets Understands customers Likes reading scripts
19. 19. Job requirements: Enjoys wearing headsets Understands customers Likes reading scripts
20. 20. Job requirements: Enjoys wearing headsets Understands customers Likes reading scripts Agrees time = money
21. 21. Job requirements: Enjoys wearing headsets Understands customers Likes reading scripts Agrees time = money Eric, we found the perfect guy! J
22. 22. ?Did you ever try contacting a call center?
23. 23. 3 reasons why getting into Mordor is easier...
24. 24. than getting into a Call center3 reasons why getting into Mordor is easier...
25. 25. Mordor Call Center
26. 26. Mordor Call Center 1. Do you know who you are dealing with?
27. 27. Mordor Call Center Sauron
28. 28. If websites were honest
29. 29. If websites were honest
30. 30. If websites were honest Stop using these!
31. 31. If websites were honest Use a real person!
32. 32. Mordor Call Center Sauron No idea
33. 33. 5 minutes of New Age music!(arghh!)
34. 34. Mordor Call Center Sauron No idea 2. Which department is responsible?
35. 35. Mordor Call Center Sauron No idea Mount doom
36. 36. 10 minutes of more New Age music!(please kill me )
37. 37. Mordor Call Center Sauron No idea Mount doom No idea
38. 38. Mordor Call Center Sauron No idea Mount doom No idea 3. What do you need for your quest?
39. 39. Mordor Call Center Sauron No idea Mount doom No idea The Ring
40. 40. 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 ...
41. 41. ?Which quality of customer service did Sheldon show?
42. 42. Talking
43. 43. Listening
44. 44. The best marketer I ever met in my life...
45. 45. ?Why was he so successful?
46. 46. The elderly are the main target group of Robert.
47. 47. Roberts service:
48. 48. Roberts service: He remembers about his clients.
49. 49. Roberts service: He remembers about his clients preferences.
50. 50. Roberts service: He remembers about his clients preferences. He dedicates time to helping his clients.
51. 51. Roberts service: He remembers about his clients preferences. He dedicates time to helping his clients. Client = equity.
52. 52. ?Who likes Japanese Food?
53. 53. ?Who likes Japanese Food? (If you do not raise your hand it means you did not try Japanese food)
54. 54. Meet Ira, the best waitress ever
55. 55. Meet Ira, the best waitress ever
56. 56. Why Ira is amazing:
57. 57. Why Ira is amazing: Her smile can end wars between nations.
58. 58. Why Ira is amazing: Her smile can end wars between nations. She takes care of her clients.
59. 59. Why Ira is amazing: Her smile can end wars between nations. She takes care of her clients. She likes her job.
60. 60. Exam question 6
61. 61. Meet Tony Hsieh, CEO of online shoe retailer Zappos
62. 62. The business model
63. 63. The business model Free shipping.
64. 64. The business model Free shipping. Free returns.
65. 65. The business model Free shipping. Free returns. 365 days returns.
66. 66. The business model Free shipping. Free returns. 365 days returns. 75% sales from repeat customers.
67. 67. The customer service is located on the highest floor of the building.
68. 68. ... and the CEO sits right in the middle of it.
69. 69. Human resources
70. 70. Human resources Seeking cultural fit.
71. 71. Human resources Seeking cultural fit. 1 month training
72. 72. Human resources Seeking cultural fit. 1 month training focused on culture.
73. 73. Human resources Seeking cultural fit. 1 month training focused on culture. $ 3000 as a bribe to quit the job.
74. 74. Empowered employees = Motivated employees.
75. 75. Employee motivation
76. 76. Employee motivation Give people a voice.
77. 77. Employee motivation Assign responsibility. Give people a voice.
78. 78. Employee motivation Assign responsibility. Allocate a budget. Give people a voice.
79. 79. Employee motivation Assign responsibility. Allocate a budget. Give people a voice. Allow people to be as they are.
80. 80. Welcome to the call center, where everybody is unique.
81. 81. Delivering Happiness Tony Hsieh
82. 82. Treat others like you want to be treated.
83. 83. ?Why do we want satisfied customers?
84. 84. Satised customers are loyal customers
85. 85. Loyalty Steven, satisfied customers, thats the thing What they tell you it is all about ...
86. 86. Money, money, money ! What it is really all about ...
87. 87. = f
88. 88. Exam question 7
89. 89. Bad prots Good prots
90. 90. The balance sheet does not dier good prots from bad prots.
91. 91. Salesmen are accountable for their result.
92. 92. Salesmen are accountable for their result. Not for how they reach it.
93. 93. Who is accountable for the increase in hold times and customer frustration?
94. 94. How I made bad prots at the Call ! Center!
95. 95. Clients are often trapped in a contract and nd it hard to terminate it.
96. 96. Low-cost airlines charge extra costs for overweight or oversized luggage.
97. 97. and even up to 40 euro for checking in at the airport.
98. 98. Bad prots extract value from customers instead of creating value.
99. 99. = f
100. 100. New customers Existing customers
101. 101. New customers Existing customers
102. 102. Retention is the new acquisition
103. 103. 5% increase customer retention 100% increase in profits
104. 104. 5% increase customer retention 100% increase in profits
105. 105. Exam question 8
106. 106. Most surveys are too long and waste the time of the consumer.
107. 107. They often get lost as a report in a archive, instead of changing behavior.
108. 108. Most surveys anonymous, making it impossible to close the loop.
109. 109. The decision makers often do not ll out the survey, usually in a B2B context.
110. 110. The surveys are written in the language of the researcher instead of the customer.
111. 111. The results are easily gamed and manipulated to make the reality look better than it is.
112. 112. Say hello to NPS the new way to manage client satisfaction.
113. 113. Net Promoter Score
114. 114. On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
115. 115. On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
116. 116. On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
117. 117. What is the reason for your score?
118. 118. What is the reason for your score?
119. 119. 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
120. 120. Exam question 9
121. 121. 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
122. 122. A client has to think he is oered superior value in terms of price, quality, functionality ...
123. 123. Clients must also feel good about their relation with the company and feel understood.
124. 124. Do what you do so well, that people cant resist telling others about you. - Walt Disney
125. 125. 80% J referrals
126. 126. Your most loyal clients can be an invaluable source for research and development.
127. 127. The product everybody loves ...or hates
128. 128. The product everybody loves ...or hates
129. 129. Marmite values their fans by inviting them to an exclusive club.
130. 130. 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
131. 131. 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
132. 132. Your most unhappy customers are your greatest source of learning Bill Gates
133. 133. By reporting many problems they drive up service costs.
134. 134. They bad mouth to friends, family, colleagues, acquaintances anyone who will listen, sometimes including journalists, regulators and legislators
135. 135. They bad mouth to friends, family, colleagues, acquaintances anyone who will listen, sometimes including journalists, regulators and legislators
136. 136. 80% L referrals
137. 137. NPS = J % - L %
138. 138. Harley-Davidson Amazon E-bay Apple Dell 81% 73% 71% 66% 50%
139. 139. Relative NPS
140. 140. 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%
141. 141. 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60% Competitor range
142. 142. Competitor range Market average NPS 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60%
143. 143. Competitor range Market average NPS 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60% Lead
144. 144. Competitor range Market average NPS 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60% Middle
145. 145. Competitor range Market average NPS 0%-10%-20%-30%-40%-60% -50% 10% 20% 30% 40% 50% 60% Lag
146. 146. 10% 5% 0% -5% Philips growth minus average competitor growth in the market 8% 2% -5%
147. 147. 10% 5% 0% -5% Philips growth minus average competitor growth in the market Philips leads 8%
148. 148. 10% 5% 0% -5% Philips growth minus average competitor growth in the market Philips leads Middle of the pack 8% 2%
149. 149. 10% 5% 0% -5% Philips growth minus average competitor growth in the market Philips leads Middle of the pack Philips lags 8% 2% -5%
150. 150. Customer lifetime value
151. 151. 2013 + 2014 + 2015 2070
152. 152. 2013 + 2014 + 2015 2070 = CLV
153. 153. 2013 2070 >
154. 154. J CLV K CLV L CLV
155. 155. Exam question 10
156. 156. 1. Detractors generally defect at higher rates than promoters
157. 157. 2. Promoters are usually less price sensitive than other customers.
158. 158. 3. Promoters have a higher annual spend.
159. 159. 4. Detractors consume more customer-service resources.
160. 160. 5. Promoters are responsible for up to 80% of the positive word of mouth.
161. 161. What is the real value of word-of-mouth?
162. 162. Average consumer value $210
163. 163. WoM customers 25%
164. 164. Promoter comments 40million
165. 165. WoM 25% through referral
166. 166. WoM 25% from 4 million customers
167. 167. WoM 1 million customers (WoM)
168. 168. WoM 1 million customers (WoM) $ 210
169. 169. WoM 1 million customers (WoM) $ 210 x 1 million
170. 170. WoM 1 million customers (WoM) $ 210 million
171. 171. WoM 1 million customers (WoM) $ 210 million 40 million comments
172. 172. WoM 1 million customers (WoM) $ 210 million $ 210 million / 40 million
173. 173. WoM 1 million customers (WoM) $ 210 million WoM = $ 5.25
174. 174. WoM 1 million customers (WoM) $ 210 million WoM = $ 5.25 $ 5.25 x 8
175. 175. WoM 1 million customers (WoM) $ 210 million WoM = $ 5.25 WoM = $ 42 (yearly)
176. 176. value promoter $128
177. 177. Average consumer value $210
178. 178. Total value promoter $328
179. 179. # J to neutralize 1 L? WoM
180. 180. 5 J to neutralize 1 L WoM
181. 181. 5 J to neutralize 1 L # L yearly?WoM
182. 182. 5 J to neutralize 1 L 4 L yearlyWoM
183. 183. 5 J to neutralize 1 L 4 L yearly (5 x 4) x $5.25 WoM
184. 184. 5 J to neutralize 1 L 4 L yearly WoM cost = - $105 WoM
185. 185. 5 J to neutralize 1 L 4 L yearly WoM cost = - $105 - Cost to serve WoM
186. 186. value detractor -$267
187. 187. Average consumer value $210
188. 188. Total value detractor -$57
189. 189. The Ultimate Question 2.0 Fred Reichheld
190. 190. Awareness Knowledge Liking Preference Conviction Client
191. 191. Client Relationship Satisfaction Activation Promoters
192. 192. Flip the Funnel Joseph Jae
193. 193. Word-of-mouth isnt something new, people have always been talking.
194. 194. WebInformative
195. 195. WebSocial
196. 196. Politician 29%
197. 197. CEO 54% Politician 29%
198. 198. Journalist 59% CEO 54% Politician 29%
199. 199. Academic 76% Journalist 59% CEO 54% Politician 29%
200. 200. Doctor 85% Academic 76% Journalist 59% CEO 54% Politician 29%
201. 201. Peer 88% Doctor 85% Academic 76% Journalist 59% CEO 54% Politician 29%
202. 202. WebSemantic
203. 203. Your future fridge will tell you when you are running out of beer.
204. 204. Exam question 11
205. 205. Post modernistic nomad Impact Emotion Part-time marketer
206. 206. Oine behaviour = Online behaviour
207. 207. Post modernistic nomad Impact Emotion Part-time marketer
208. 208. 132
209. 209. 132 162
210. 210. Post modernistic nomad Impact Emotion Part-time marketer
211. 211. weekly status update 40%Facebook users
212. 212. Post modernistic nomad Impact Emotion Part-time marketer
213. 213. Feedback 64%
214. 214. Feedback 64% Product development 53%
215. 215. Feedback 64% Product development 53% Campaign 45%
216. 216. Conversation Management
217. 217. Brand Ac)va)on Conversa)on
218. 218. Brand Ac)va)on Conversa)on
219. 219. Furious Heinz fans forced the company to revert to the old recipe.
220. 220. Some people keep bottles of expensive water, refill with tap water for guests.
221. 221. ... or go on fake holidays
222. 222. Brand Ac)va)on Conversa)on
223. 223. Profile ContentMotivation
224. 224. Brand Ac)va)on Conversa)on
225. 225. Exam question 12
226. 226. Observe As a manager
227. 227. Observe As a manager Facilitate As a brand
228. 228. Observe As a manager Facilitate As a brand Participate As yourself
229. 229. Dont feed the trolls. (Really, dont.)
230. 230. The Conversation Manager Steven Van Belleghem
231. 231. Have a day! Nice Fantastic