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WELCOME
Today’s Agenda › Bluewolf: Marketing & Customer Service – The Customer Engagement Power Couple › Salesforce.com: Transforming into a “Category of One” Organisation › IPC Media: Consumer Obsession at Womans’ Weekly › Presenters Mark Pacey
Simon Denny
Tyson Brown
Director, Bluewolf
Affiliate Director,
Service Cloud
IPC Media
Manager, Salesforce.com
Customer Service and Marketing are merging. You need a strategy!
Let me tell you about my iPad…..
60% of the purchasing decision is made before speaking with a human Source: Corporate Executive Board
Poor Service Effects Your Larger Brand
Contact Centers Drive Bottom Line Impact
Social as a Service Channel Leading organisations are not only measuring the time and cost it takes to service a customer, but their customer's overall engagement with their brand.
79% use or plan to use social media for business initiatives
Source: Harvard Business Review
Source: Harvard Business Review
60% of companies still don’t respond to social posts! Source: Live Ops Research
A Real Example: Vodafone Australia
Email Volume
Social Customer Service should be owned by the contact center — but it takes a partnership!
It is not too late, but soon it will be…
Source: Saleforce – “ROI of Social Media”
Profile of a CustomerObsessed Enterprise Everyone owns the customer, and someone always owns the moment Know what your customers want before they do — and act on it Customers are people, not transactions
Deliver Truly Innovative Customer Experiences with Service Cloud
Tyson Brown Salesforce.com Service Cloud /tysonjbrown @tysonjbrown in/tysonjbrown
Transforming into a “Category of One” Organisation
3 Rules – ‘Category of One’ companies 1. Know more about your customer than anyone else does 2. Get closer to the customer than anyone else 3. Emotionally connect with the customer better than anyone else
And Most Companies Don’t Know Their Customers
66% of companies lack an in-depth understanding of their customers IBM Study of 1,700 CMOs “From Stretched to Strengthened”
Consumers Expect Service Excellence
Expectations of Customer Service Have Changed
1980s Phone
1x
1990s
2000s
Today
Multi-Channel Web Self-service
Social
Mobile
100x
1,000x
10x
Is Your Service Built for the Social and Mobile Era?
Can your customers connect with you anytime, anywhere?
Do your agents have tools to respond quickly and make customers happy?
Do your managers have the right data to make the best decisions?
Introducing the #1 Customer Service Solution
Transform Your Customer Service with Service Cloud
Delight Your Customers Everywhere
Social
Phone & Email
Web Selfservice
Turn Your Agents into Champions
Communities
Agent Console
Knowledge Base
Help Your Managers Make Informed Decisions
Agent Collaboration
Analytics
Motivate & Perform
Mobile
Helping Customers Succeed Across All Metrics
+40% +37% 35% +34% Customer Retention
Decrease in Support Costs
Agent Productivity
Faster Case Resolution
+37% Customer Satisfaction
Average Percentage Improvements Reported by Customers Source: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party, Confirmit Inc., on 5,200+ customers randomly selected. Response sizes per question vary.
Tyson Brown Salesforce.com Service Cloud
Monetising Digital Media Anonymity 13th November 2013
Woman’s Weekly Live – 10k visitors in launch year
Knitting, Craft & Cookery workshops planned for 2014
Content across 3rd party sites
Highly engaged website audience - 68k UU and 1.7m PI per month
The UK’s best selling magazine for mature women – 638k readers every week
NEW Book Series launching Autumn 2013
ONLINE
PRINT
EVENTS & COURSES
Specials Series selling over 100k copies per month
SHOP
Fiction Workshops – 6 dates sold out in 2013
WW Shop delivers the highest sales volumes in IPC
SOCIAL MEDIA DIGITAL EDITIONS
CAMPAIGNS
Facebook – 6.5k Friends Twitter – 1.2k followers
Pinterest – NEW for Summer 2013
WW Fiction on Kindle – over 3k downloads YTD
All WW issues available on iPad, Kindle Fire, Nook & Zinio – over 5k downloads YTD
Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand
Communication & Contact Strategy › Contact strategy: › Who, where, when & how often
› Communication strategy: › What do we say & why are we saying it
› Communications triggered by events & behaviors: › Welcome program › Refer a friend › Cross & up sell › Pending lapsed › Lapsed & win back › Customer service & satisfaction
› Delivered via relevant channels:
Segmentation examples: • • • • • •
Based on lifetime & average value Transactional behaviour: First time, average value Recency & frequency of use Demographic Lifecycle behaviour: when do they lapse? Engagement of communications!
The Aim: From Zero to Advocate Browser
Intender
•
Cookie profiling
•
Targeted comms
•
Increment data capture
•
Ongoing data enrichment (browsing behaviour, survey questions & feedback)
Purchaser •
• •
Tailored content & promotional messages
Subscriber •
Subscribe to our magazines
•
Subscribe to our clubs: − Knitting − Craft − Gardening
Rewards for loyalty Encourage subscription behaviour
•
Advocate •
Engaged ‘experts’ as super users & contributors
•
Experts provide community support & advice
•
Advocacy tracked & rewarded
Support & access to expert help
How: Messaging via Marketing Automation Browser Join today & receive: • FREE knitting pattern worth £4.99 • 10% OFF your first purchase • Weekly knitting newsletter
Intender • • • •
This weeks free project New product & content updates Most popular, best buys, last chance Cross sell on core related products
Purchaser •
•
• • •
Thanks for your order, PLUS incentive on next purchase Your order has been despatched, PLUS incentive on next purchase People who bought X, also bought Y Most popular, best buys, last chance Benefits of subscribing
Subscriber • • • • • • •
Welcome to the Club Account details FAQ’s Contact us Getting the most from the service Meet other members Share your progress
Marketing Automation
Advocate •
•
Refer a friend and receive £10 OFF your next purchase Become a Woman’s Weekly expert/ contributor
How: Social Consumer Service Browser
Intender
Purchaser
Subscriber
Advocate
FAQ’s Self Service Query Submission & Resolution Live Chat Support Customer Satisfaction Monitoring Member Communities
VIP Communities Contributing Support
Salesforce Service Cloud
How: Listening & Engagement Browser
Intender
Purchaser
Subscriber
Advocate
Listening for….. Competitors
Satisfaction
Trends
Negative Product Experience
Influence
Advocacy
Brand Sentiment
Brand Sentiment
Engagement Competitions& Freebies
Campaigns (Counter Negative Sentiment)
Rewards
Quizzes
Showcase ‘Your Makes’
Blogger Outreach
Voting, Polls, Surveys
Salesforce Marketing Cloud
Success Measures
Better Serve our Customers Increase # active customers Increase customer satisfaction
Increase average revenue per customer
Session Recap › Customer Service and Marketing are merging › Social Customer Service should be owned by the Contact Center
› Knowledge is a powerful tool for both Service and Marketing
Thank You: Q&A
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