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The future of
customer care

Koen Delvaux
@kodel
1. THE END OF MARKETING
MARKETEERS ARE LIVING IN FEAR:
THE OLD TACTICS NO LONGER WORK

@kodel
Marketing=
why you need to buy our product
Branding=
this is who we are (cool, huh!)

Marketing vs. branding
@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
So, what’s the future of marketing?

Customer care is the
new marketing
@kodel
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)

but we are making
ourselves irrelevant
@kodel
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
Focus on
retention,
not
acquisition

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

@kodel
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
brand
message

customer
experience
service
interaction

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

CUSTOMER CENTRICITY
ABC:
positive attitude
bold communications
continuity
@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 ?”

Apple employees go all the way

Even if this means directing you to a competitor
@kodel
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

to:
customer focus

handle time
speed to answer
contact rate
transfer rate

WOW! experience
first time (100%) right
net promoter score
customer helps customer

Use new key metrics to guide staff
@kodel
Lesson
1

STOP THE CALLCENTER
Make smaller, self supporting teams
Each team has it’s own customers
Give them autonomy & customer KPIs
@kodel
5. THE CUSTOMER FEEDBACK LOOP
Marketing defines the brand
Customer care defines the experience

THEY BOTH NEED DATA TO
DRIVE CHANGE

@kodel
content

feedback

listen

change
commu
nicate

@kodel
content

1. marketing
listens to
customer
interactions to
detect topics

feedback

listen

change
commu
nicate

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

1. marketing
listens to
customer
interactions to
detect topics

content

feedback

listen

change
commu
nicate

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

1. marketing
listens to
customer
interactions to
detect topics

3. feedback is given
to customer care
teams

content

feedback

listen

change
commu
nicate

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

1. marketing
listens to
customer
interactions to
detect topics

3. feedback is given
to customer care
teams

content

feedback

listen

change

4. customer
care teams
change their
procedures

commu
nicate

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

1. marketing
listens to
customer
interactions to
detect topics

3. feedback is given
to customer care
teams

content

feedback

listen

change

4. customer
care teams
change their
procedures

commu
nicate
5. marketing
communicates the
changes
@kodel
Lesson
2

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.
@kodel
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
2
3
4
5

INTERNAL SOCIAL
EXTERNAL SOCIAL
VIRTUAL TEAM
WEBCARE TEAM
END CALLCENTER
@kodel
1 INTERNAL SOCIAL MEIDA
•  Create an account
on Yammer or
Sharepoint
•  Post a daily
blogpost/update
on what you are
doing:
“changing the company
towards customer centricity”
@kodel
2 EXTERNAL SOCIAL MEDIA
•  open a Twitter
account and
respond to
customers
•  monitor brand
keywords and
interact
Execute pressure on the organization using
social media (Chief Customer Officer)
@kodel
3 VIRTUAL TEAM
•  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
@kodel
4 WEBCARE TEAM
•  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
@kodel
5 END CALLCENTER
•  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.
@kodel
2 THINGS YOU NEED TO REMEMBER
You only need to remember 2 things:
Lesson
1

Stop the contact center

Lesson
2

Create a feedback loop

make small, self-supporting teams

use real-time monitoring to guide
your actions & change the company
@kodel
THANK YOU
@kodel

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The future of customer care

  • 1. The future of customer care Koen Delvaux @kodel
  • 2. 1. THE END OF MARKETING
  • 3. MARKETEERS ARE LIVING IN FEAR: THE OLD TACTICS NO LONGER WORK @kodel
  • 4. Marketing= why you need to buy our product Branding= this is who we are (cool, huh!) Marketing vs. branding @kodel
  • 5. Marketing doesn’t work anymore @kodel
  • 7. But don’t confuse the two @kodel
  • 8. Word of mouth is here to stay (with social media as amplifier) @kodel
  • 9. The end of marketing is a good thing: without the window dressing, we are forced to become a better company So, what’s the future of marketing? Customer care is the new marketing @kodel
  • 10. 2. THE END OF CUSTOMER CARE
  • 11. Technology is creation frictionless service service becomes irrelevant @kodel
  • 12. Disintermediation is around the corner. What will we sell tomorrow? @kodel
  • 13. We want to: decrease contact rate (lower cost) handle calls faster (lower cost) first time right (lower cost) but we are making ourselves irrelevant @kodel
  • 14. 3. REBIRTH OF YOUR BRAND
  • 15. Why do we have values? Who determines those values? Who owns our brand?
  • 16. People want to express who they are. Discover their identity and your brand is here to stay. @kodel
  • 17. Focus on retention, not acquisition The sustainable way to ‘viral’ (Flip the funnel, Joseph Jaffe) @kodel
  • 18. You need to make people part of your brand story. Every single day. @kodel
  • 19. What would Duco do? @kodel
  • 20. It starts with brand love by employees. @kodel
  • 21. 4. PUTTING YOUR BRAND IN ACTION
  • 23. How does your organization behave? How do your employees feel? What do you do to let your customers experience your brand? CUSTOMER CENTRICITY ABC: positive attitude bold communications continuity @kodel
  • 24. 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 ?” Apple employees go all the way Even if this means directing you to a competitor @kodel
  • 25. 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
  • 26. from: agent focus to: customer focus handle time speed to answer contact rate transfer rate WOW! experience first time (100%) right net promoter score customer helps customer Use new key metrics to guide staff @kodel
  • 27. Lesson 1 STOP THE CALLCENTER Make smaller, self supporting teams Each team has it’s own customers Give them autonomy & customer KPIs @kodel
  • 28. 5. THE CUSTOMER FEEDBACK LOOP
  • 29. Marketing defines the brand Customer care defines the experience THEY BOTH NEED DATA TO DRIVE CHANGE @kodel
  • 31. content 1. marketing listens to customer interactions to detect topics feedback listen change commu nicate @kodel
  • 32. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics content feedback listen change commu nicate @kodel
  • 33. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change commu nicate @kodel
  • 34. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change 4. customer care teams change their procedures commu nicate @kodel
  • 35. 2. content marketing is launched to create public conversation about these topics 1. marketing listens to customer interactions to detect topics 3. feedback is given to customer care teams content feedback listen change 4. customer care teams change their procedures commu nicate 5. marketing communicates the changes @kodel
  • 36. Lesson 2 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. @kodel
  • 37. Example: New invoice design. Based on input by contact centers + cocreation with customers @kodel
  • 39. 6. HOW TO GET STARTED
  • 40. 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
  • 41. 5 STEPS TO IMPLEMENT CUSTOMER CENTRICITY 1 2 3 4 5 INTERNAL SOCIAL EXTERNAL SOCIAL VIRTUAL TEAM WEBCARE TEAM END CALLCENTER @kodel
  • 42. 1 INTERNAL SOCIAL MEIDA •  Create an account on Yammer or Sharepoint •  Post a daily blogpost/update on what you are doing: “changing the company towards customer centricity” @kodel
  • 43. 2 EXTERNAL SOCIAL MEDIA •  open a Twitter account and respond to customers •  monitor brand keywords and interact Execute pressure on the organization using social media (Chief Customer Officer) @kodel
  • 44. 3 VIRTUAL TEAM •  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 @kodel
  • 45. 4 WEBCARE TEAM •  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 @kodel
  • 46. 5 END CALLCENTER •  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. @kodel
  • 47. 2 THINGS YOU NEED TO REMEMBER
  • 48. You only need to remember 2 things: Lesson 1 Stop the contact center Lesson 2 Create a feedback loop make small, self-supporting teams use real-time monitoring to guide your actions & change the company @kodel