�

�Koen Delvaux �@kodel�

The future of customer care ��

1. THE END OF MARKETING �

MARKETEERS ARE LIVING IN FEAR:�THE OLD TACTICS NO LONGER WORK�

@kodel�

Marketing vs. branding �

Marketing= �why you need to buy our product �

Branding= �this is who we are (cool, huh!) �

@kodel�

Marketing doesn’t work anymore �

@kodel�

Branding still works!�

@kodel�

But don’t confuse the two�

@kodel�

Word of mouth is here to stay �(with social media as amplifier) �

@kodel�

The end of marketing is a good thing: without the window dressing, we are

forced to become a better company��

@kodel�

Customer care is the new marketing�

So, what’s the future of marketing? �

2. THE END OF CUSTOMER CARE �

Technology is creation frictionless service �service becomes irrelevant �

@kodel�

Disintermediation is around the corner.�What will we sell tomorrow? �

@kodel�

We want to: �decrease contact rate (lower cost) �handle calls faster (lower cost) �first time right (lower cost) �

@kodel�

but we are making ourselves irrelevant �

3. REBIRTH OF YOUR BRAND�

Why do we have values? �Who determines those values? �Who owns our brand? �

People want to express who they are. Discover their identity and your brand is here to stay.�

@kodel�

The sustainable way to ‘viral’�(Flip the funnel, Joseph Jaffe) �

@kodel�

Focus on retention, not acquisition�

You need to make people part of your brand story. �Every single day.�

@kodel�

What would Duco do?�@kodel�

It starts with brand love by employees. �

@kodel�

4. PUTTING YOUR BRAND IN ACTION�

service interaction�

@kodel�

product experience �

brand message �

customer �experience �

How does your organization behave?�How do your employees feel?�What do you do to let your customers experience your brand? �

@kodel�

CUSTOMER CENTRICITY�ABC: �positive attitude �bold communications �continuity�

Apple employees go all the way�Even if this means directing you to a competitor �

@kodel�

Some 20 minutes later the first employee – and I don’t remember his name – finds me and says : “Chris – yes he still remembered my name – I found a solution : a wireless hard drive (1 TB !) that you can connect via Bluetooth”. He showed the solution on his iPad and said “It costs 199 $ at Best Buy, the nearest is 2 miles from here, and it’s open until 10 pm, do you need a map or driving instructions ?” �

FROM �PROBLEM SOLVING �TO �BRAND EXPERIENCE�

Contact centers need to be managed differently to create positive brand experiences. �We need more autonomy and more proactive (outbound) contacts.�

@kodel�

from:�agent focus ��handle time �speed to answer �contact rate �transfer rate �

@kodel�

to: �customer focus ��WOW! experience �first time (100%) right �net promoter score �customer helps customer �

Use new key metrics to guide staff �

Lesson�1�

@kodel�

STOP THE CALLCENTER�Make smaller, self supporting teams �Each team has it’s own customers �Give them autonomy & customer KPIs �

5. THE CUSTOMER FEEDBACK LOOP �

Marketing defines the brand�

Customer care defines the experience �

THEY BOTH NEED DATA TO DRIVE CHANGE�

@kodel�

@kodel�

feedback �

change�

communicate�

listen �

content �

1. marketing listens to customer interactions to detect topics �

@kodel�

feedback �

change�

communicate�

listen �

content �

1. marketing listens to customer interactions to detect topics �

@kodel�

2. content marketing is launched to create public conversation about these topics � feedback �

change�

communicate�

listen �

content �

1. marketing listens to customer interactions to detect topics �

@kodel�

2. content marketing is launched to create public conversation about these topics �

3. feedback is given to customer care teams �

feedback �

change�

communicate�

listen �

content �

1. marketing listens to customer interactions to detect topics �

@kodel�

2. content marketing is launched to create public conversation about these topics �

4. customer care teams change their procedures �

3. feedback is given to customer care teams �

feedback �

change�

communicate�

listen �

content �

1. marketing listens to customer interactions to detect topics �

@kodel�

2. content marketing is launched to create public conversation about these topics �

4. customer care teams change their procedures �

3. feedback is given to customer care teams �

5. marketing communicates the changes �

feedback �

change�

communicate�

listen �

content �

Lesson�2�

@kodel�

CREATE A FEEDBACK LOOP �Use data from customer interactions to drive changes to other touchpoints on the customer journey.�This gives purpose to employee’s jobs.�

Example: New invoice design. Based on input by contact centers + cocreation with customers �

@kodel�

Zappos. Delivering Happiness�@kodel�

6. HOW TO GET STARTED�

The transparency of social media provides a good leveraging point to start the customer care revolution. �

Social media is the ideal catalyst to introduce change in large organizations.�

@kodel�

5 STEPS TO IMPLEMENT �CUSTOMER CENTRICITY�

1 INTERNAL SOCIAL�2 EXTERNAL SOCIAL�3 VIRTUAL TEAM �4 WEBCARE TEAM �5 END CALLCENTER�

@kodel�

1 INTERNAL SOCIAL MEIDA �

@kodel�

•  Create an account on Yammer or Sharepoint �

•  Post a daily blogpost/update on what you are doing:�

“changing the company towards customer centricity” �

�

2 EXTERNAL SOCIAL MEDIA �

@kodel�

•  open a Twitter account and respond to customers �

•  monitor brand keywords and interact�

Execute pressure on the organization using social media (Chief Customer Officer) �

3 VIRTUAL TEAM �

@kodel�

•  Start by creating a Facebook page �

•  Set up basic monitoring �

•  Let the team provide 1 post per day �

The key is to start a team of volunteers (meet during lunch hour) from different departments �

4 WEBCARE TEAM �

@kodel�

•  Write down processes for consistency�

•  Organize dry runs to practice scenarios �

•  All tickets of this team are PRIO 1�

Always handle the complete case in this team (no second line), also when using the phone �

5 END CALLCENTER�

@kodel�

•  The webcare team becomes a blueprint for the rest of your customer care organization�

•  Each team of 10-12 people is responsible for a group of customers. �

•  Teams are self-steering and rewarded for positive NPS & creating ambassadors.�

�

Bring in non-callcenter managers, teamleads and staff. We can’t use the old mentality.�

2 THINGS YOU NEED TO REMEMBER�

Stop the contact center �make small, self-supporting teams �

@kodel�

Create a feedback loop�use real-time monitoring to guide your actions & change the company�

You only need to remember 2 things: �

Lesson�1�

Lesson�2�

THANK YOU�@kodel�