4. Why ask the question? Because it’s an
important one.
5. Good customer service:
Not just being there when it all goes
wrong. Anticipating, thinking things
through BEFORE the need to call on
support services.
Putting people at the heart of everything
– right from the very design of the
products.
Move from does it work? To, hey, you
know what, wouldn’t it be nice if…
10. The best don’t ‘market’ the quality of their
services; they just make their services as
intuitive and easy to use as possible in the
first place
ZAPPOS
AMAZON
STREETCAR
14. It doesn’t matter what your product, we
can still make things better
15. Don’t really talk about how good they
are. They just do it.
Why? It’s a business model, a belief, not
a bolt on.
Same is true for bigger, more retail
focussed service brands.
16.
17.
18. Doing kind, helpful things
makes people more warm
towards you; if you’re
helpful from the word go
you’ll create stronger
relationships.
19.
20. 1) The principle of good customer service
is simple – be kind and helpful
2) The key to doing it really well is not to
do it better but to do it more often –
to be kind and helpful not just when
people need you to be but to do it also
when they’re not expecting it from
you…
35. Retail
Let’s offer in-store backup of your contacts/photos/
messages to everyone, not just O2 customers
Transfer all content onto new handset when I buy
Seamless
integration of real
& virtual stores,
bluebook, online
and the high street
44. Bringing down all the resources
of the internet out of
cyberspace and into reality
Mobile phones are like the billion roofing
nails that tie the cloud down to earth.
55. BUSINESS INNOVATION
Reinvent contracts
(Small print is the new big)
Abolish 2 year contracts
1 tariff. Pay for traffic
Ad-funded phones
More gifting
48
56. 3 principles we can learn from the
web
1. We tolerate failures (FB/Gmail/
Amazon)
49
57. 3 principles we can learn from the
web
2. Stuff doesn’t have to be perfect
50
58. 3 principles we can learn from the
web
3. Forget absolute control
51
59. 3 principles we can learn from the
web
3. Forget absolute control
51
60. Summary
Get rid of Customer Service and start thinking
of it as Services for People
• We need to stop thinking about customer
service as a department
• It’s about having Customer-centric services
in the first place
• Sometimes it’s as simple as doing things
more simply than everyone else (iPhone)
Looking into the future’s great but people are at the heart of everything a service brand should do.
Customer service isn’t about call centres etc.
O2 by definition is a service brand; its products are services (e.g. BB, Phones etc.)
Great customer service means making the services offered by O2 more customer-centric in the first place.
Nokia Money as simple and convenient as making a voice call or sending an SMS.
They’ve had mobile payments for 10 years in Japan.
Africam Vodafone biggest bank Kenya
Micropayments
Why doesn’t my money go further in O2 stores and venues. 5% cheaper.
When viewing concert stages provided information on lineups, schedules and current artists performing, including artist profiles and Web links. Vendor show menus and pricing,
Do deals with spotify to give me exclusive content before anyone else can hear it
Talk about NatWest ad
24 hour amazing support on phone or online, 365 days to return
AMAZON, great user experience, fast delivery, no quibbles return
brilliant technology & seamless support, the marketing is the product
Last years broadband launch was all about how good it is but the reality is every provider can quote an award they’ve won.
real, knowledgable people. It works because they all own the company. It’s a partnership.
Passionate staff.
Hilton, show, don’t tell.
Free support and free data transfer from PC, removing barriers to entry
They like giving people knowledge, turning people into fans
Gift economy
ZYB Freemium, 360 aggregates all your contacts and social networks but the cool thing is they offer it to everyone. FREEMIUM
Orange Film App for all. Still the most popular mobile promotion in the UK ever.
Google have just sponsored free wifi across over 200 airports in the US from Nov til Jan. Making people’s lives easier
Nike creates events and technologies which encourage training and community. You don’t have to be a Nike consumer to take part. It’s open to everyone, they just offer it free to entice you in.
Nike Training Club & Nike Plus great for getting data on users which creates a stronger relationship.
So the challenge for O2 is:
In such a commoditised environment the price and services are pretty similar so it tends to be cost based.
We have to turn into..... This means transforming the way consumers percieve us from BOTH PRE to POST SALE.
Imagine getting a phone bill was a thrill.
My phone knows more about me than anything else in the world. The data is interesting, make a social map, here’s who you’ve talk to most often, most, keeps talking for hours, here’s the top numbers. Bingo card for numbers and tells you who you haven’t rung, you need to tick them off. Why shouldn’t the bill be exciting to open?
Imagine getting a phone bill was a thrill.
My phone knows more about me than anything else in the world. The data is interesting, make a social map, here’s who you’ve talk to most often, most, keeps talking for hours, here’s the top numbers. Bingo card for numbers and tells you who you haven’t rung, you need to tick them off. Why shouldn’t the bill be exciting to open?
Imagine getting a phone bill was a thrill.
My phone knows more about me than anything else in the world. The data is interesting, make a social map, here’s who you’ve talk to most often, most, keeps talking for hours, here’s the top numbers. Bingo card for numbers and tells you who you haven’t rung, you need to tick them off. Why shouldn’t the bill be exciting to open?
the ways we sense the world
relationship between the body and electronic technology in the twenty-first century
the ways we sense the world
relationship between the body and electronic technology in the twenty-first century
Connecting the real world with online information to tell me my allergies in food etc
Where d’you get it? Well we think, I want a chicken curry tonight, look for ingredients on iphone. Send message to fridge to see what’s in it and send a message saying my fridge needs 5 things. Supermarkets tell you who’s got them. Go this way for cheap, this way for quick. Etc
Why can’t I show people what I’m looking at, some shoes in a shop,
Imagine google wave but in a phone. Live translations
Get a team of VCs to fix deals and find the best startups
PocketSmith is a web-based calendar that forecasts your future cash position.
Welcome to a new way of managing your money.
Once VIOP moves to the fore there’ll be no real difference between data, voice, sms, photo or any other media transferred. We’ll need to monetise the data, similar to how amazon A3 does. If we look at one of the big ice sellers in sweden, when electricity 1st landed he could have given up the business but instead he looked at what assets he had – a distribution outlet and a national network of customers
No mms copy paste on iPhone
Washing machines, people only use the simple