Mais conteúdo relacionado Semelhante a Social: Session 8: The Force Multiplier for Your Business (20) Social: Session 8: The Force Multiplier for Your Business1. Social
TRACK NAME
Customer Service:
Presentation Title
The Force Multiplier
For Your Business
3. How a company delivers Customer Service is…
Essentially a reflection of the values and
consciousness of a company, especially the
leadership
I predict it’s a reflection of their long-term viability in
the marketplace
As you think about this, what companies come to
mind?
United Airlines (UBG)
Zappos
Tweet: #SCON12
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4. United Airlines And
Dave Carroll
One of the reasons social July 6, 2009
customer service is so
powerful is that Customers
use social media to
express their frustration
Long story, short-
Dave’s guitar was
broken in transit
by United Airlines
Tweet: #SCON12
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5. Dave gave United the
option to
co-write the song.
Would it be about a
good or bad customer
service experience?
Does the
company listen?
The song reflects the poor
customer service experience.
What if all customers did this?
Tweet: #SCON12
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6. Consumer Advocates…
Like Dave are on a mission
He has
Videos
Speaking career
Website and
Book
Dedicated to this idea of
companies listening and
changing…
www.UnitedBreaksGuitars.com
Tweet: #SCON12
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7. The media looks to social media for stories
Stories like Dave’s end up on CNN…
Shouldn’t that be
enough to drive change
within a company?
Call it the embarrassment factor…
Tweet: #SCON12
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8. Another Consumer Advocate…SCRM expert…
April 19, 2012
Dave Carroll: July 6, 2009
Tweet: #SCON12
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9. And then there’s Zappos…
$0 to $1B in 10 years...
Their revenue and growth strategy? Customer Service.
They turned the marketing funnel upside down!
I have clients that say, “Pls don’t compare us to
Zappos.”
Why not? They are doing something
Tweet:right…
#SCON12
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10. To convince leadership how important
Customer Service is…
That Customer Service can be a revenue generator
and preserver…
….We need more structure around this concept for it
to stick in business…
That structure requires a pattern interrupt…
Tweet: #SCON12
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11. The Boyd Affect
Meet John Boyd (military strategist)
Colonel and Fighter Pilot
His theories highly influential in the:
Military
Sports and
Business.
Tweet: #SCON12
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12. The Boyd Affect
Meet John Boyd (military strategist)
Colonel and Fighter Pilot
His theories highly influential in the:
Military
Sports and
Business.
Carl von Clausewitz
On War
The Fog of War
http://en.wikipedia.org/wiki/
Tweet: #SCON12 Carl_von_Clausewitz
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13. The Boyd Affect
Meet John Boyd (military strategist)
Colonel and Fighter Pilot
His theories highly influential in the:
Military
Sports and
Business.
Carl von Clausewitz
On War
The Fog of War Sun Tzu
Art of War
http://en.wikipedia.org/wiki/
http://en.wikipedia.org/wiki
Tweet: #SCON12 Carl_von_Clausewitz
/Sun_Tzu
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14. The Boyd Affect
He is known for:
Decision Cycle
Conceptual Spiral
How does this
apply to
Social Customer
Service?
Tweet: #SCON12
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15. Boyd created the OODA Loop
It’s how we generate the new actions &
ideas
we need
to thrive and grow
in an uncertain and competitive world.
Note to self: sounds like something
we could use to deal with the changes
social media is bringing to companies
―Discourse on Winning and Losing‖
Tweet: #SCON12 By John Boyd
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16. The Boyd Loop: OODA
Observe: the collection of data
Make use of the best sensors and other intelligence
available
Tweet: #SCON12
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17. The Boyd Loop: OODA
Observe: the collection of data
Make use of the best sensors and other intelligence
available
Orient: analysis and synthesis of data
Put the new observations into a context with the old
Tweet: #SCON12
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18. The Boyd Loop: OODA
Observe: the collection of data
Make use of the best sensors and other intelligence
available
Orient: analysis and synthesis of data
Put the new observations into a context with the old
Decide: determination of a course of action
Select the next action based on the combined observation
and local knowledge
Tweet: #SCON12
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19. The Boyd Loop: OODA
Observe: the collection of data
Make use of the best sensors and other intelligence
available
Orient: analysis and synthesis of data
Put the new observations into a context with the old
Decide: determination of a course of action
Select the next action based on the combined observation
and local knowledge
Act: action of those decisions
Carry out the selected action, ideally— while the competitor
is still observing your last action
Tweet: #SCON12
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20. How fast does your company OODA?
Do you have systems to
monitor/measure what employees
know, think & feel?
Do you have systems to
monitor/measure what customers
know, think & feel?
Do you take that information and
integrate it into your company?
Sounds like what
Deming said to do!
Tweet: #SCON12
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21. Most Companies Don’t Listen
or Integrate Feedback
Collect Alert Use Improve
Tell
Feedback Staff Insight Customers
Tweet: #SCON12
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22. Now consider two companies…
Company 1 Company 2
How fast do you OODA compared to your competitors?
United Airlines (UBG)
Zappos
Tweet: #SCON12
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23. If Company 1 OODAs faster than Company 2
Company 1 Company 2
You’ll have a decided time
advantage over their competitor
United Airlines (UBG)
Zappos
Tweet: #SCON12
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24. Are You On Track?
In military operations, OODA takes place in seconds
In corporations, its slower
Strategy is rigidly followed till next years’ planning cycle
It’s critical to
validate we’re on track
or correct it
Especially in the
Age of Social Business
Tweet: #SCON12
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25. It not jus about OODAing Once
It’s the OODA LOOP:
The results of your actions become the
observations to re-orient
you to make your next decision
Repeated OODA = Success
Tweet: #SCON12
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26. What Happens When a Company Doesn’t OODA?
Netflix
Announced the price change on the blog
Blog post said, ―If you don’t like it, you can cancel your account.‖
And provided the link to cancel your account
July 12, 2011
Tweet: #SCON12
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27. Using Social Media Monitoring*-- There’s a Spike
Related words:
July 12, 2011 • Increase
• Angered
• Cancelled
• Drop
• Greedy
• Redbox
*Source: Sysomos
Tweet: #SCON12
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28. July 12, 2011
Despite the 7/12/2011 Reaction
• 81,789 comments on Facebook Netflix sent out a
• 1,429 positive notice
on the price hike
on Sept 19th, 2011
Tweet: #SCON12
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29. Can Your Company Stand Negative Press?
Tweet: #SCON12
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30. Can You lose 800,000
Customers?
A PR announcement
results in 100’s of
calls to
the contact center
PR is Customer Service
Customer Service is PR
Tweet: #SCON12
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31. Where did NetFlix Missfire in OODAing?
Did they
• Observe?
• Orient?
• Decide?
• Act?
In ways that forwarded
their business?
They did the opposite-
Lost customers
Cost the company in customer service calls
Tweet: #SCON12
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32. We need a paradigm shift in Customer Service
Where does innovation come from?
Most companies think of Customer Service as
a Cost Center
Zappos made Customer Service their
revenue preservation and generation model.
Tweet: #SCON12
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33. Customers are at the boiling point
They no longer want to take what’s handed to them
They have a way to make their voice heard
Its called social media / that’s why it was invented
People wanted a two-way conversation
Tweet: #SCON12
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34. Go back in time, people were predicting this
• There would be a place in time
• Where the customer would be in charge of
the brand’s message
• And there would be an enabling
technology
• That would give them a far-reaching voice
• We are here now
This is your opportunity to
drive innovation & change…
Tweet: #SCON12
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35. Burification Points and Paradigms
It can take a long time for a paradigm to shift
Example:
Mechanistic point of view, Newtonian Physics to Quantum
Physics
From thinking in particles to waves
Burification point
Like a pot of boiling water, things bubble, sometimes for a long
time
And then, what seems like all at once, the pot boils over
When it boils over, it’s a burification point
Pop!!
Tweet: #SCON12
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36. But United Airlines Still Doesn’t Get it
April 19, 2012
Will businesses
take heed and
Tweet: #SCON12 change? 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 36
38. Took A Complicated Technology
And Made It Into A Consumer
Product…
iRobot used social
media as a better
way for all
departments to
do business…
39. iRobot began listening to what was
being said in social media….
―My Roomba doesn’t pick up pet hair #frustrated‖
―My Roomba isn’t working – can’t fix it #fail‖
• Heard what her customers were saying
• It was not always positive – and was stopping sales!
• Gathered screenshots
• Put them in a powerpoint
• Gave them to her CEO
40. Roomba took charge of the social
customer interactions...
The CEO appointed
her the lead on
social customer
interactions…
41. iRobot used social media data to examine business
processes, systems and productivity benefits vs.
costs
Reduction in call volume and call center costs
Superusers answer customer questions
Increase positive sentiment
Increase positive word of mouth
Customers become marketers
Increase in sales
New product lines
Specific products based on customer’s wants
42. …the results were a business transformation…
With less
Politics and resistance
―Not invented here‖ or ―not my
problem‖
Social media lead to
transformation of:
Engineering, Product
Development, QA
Fulfillment, Order Management,
Marketing, Sales and
Advertising
Chalk it up to the ―Witness‖ factor
44. What did iRobot do?
OODAing in
ways that forwarded
their business!
This is the promise of Social
Customer Service
45. Why Is Social Customer Service So Important
to OODAing?
Marketing: Maybe they send to many emails
Sales: Unless you have a horrendous purchasing
experience, its not often you are mad at them
Social Customer Service:
Is the customer-company interface where OODA counts
Its when you get the information to put into the OODA loop
You get crowd sourced information
Tweet: #SCON12
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46. But companies don’t see Customer Service as
the key to innovation, change, competitive
advantage…
• Yet it’s the Reality Check for:
• PR Brand Promises
• Marketing Messages
• Sale Promises
• Engineering, Manufacturing
Delivery…
Tweet: #SCON12
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47. History provides perspective to
see future opportunities…
Dell Hell: it started with a post
Source: http://www.buzzmachine.com/archives/cat_dell.html
Source: http://www.slideshare.net/DomHind/dell-ideastorm-community-involvement-presentation
48. ―DELL SUCKS.
DELL LIES. PUT
that in Your Google
and smoke it…‖
And gained
momentum…
50. Dell’s Progression: 2005-2012
2005: Jeff Jarvis Incident
• Customer/Blogger heard by many
• Other issues happened
• Battery explosion
• Didn’t understand the power of
social media to rally against a
company
Company still was not listening
• Lead to profit loss
• Drop in share price
• Disgruntled consumers
51. 2012 Dell FINALLY applied
OODAing
Dell’s Social Media Command Center
Social Media Monitoring…
Listening & responding to
the social networks…
25,000 daily
Topics, posts…
Not including twitter…
Look for
trends, issues, sentiment, share
of voice…
52. And Dell goes a step further…
Dell OODA’s with social media insights
across the whole organization….
• Product Development
• Marketing
• Online Presences
• Sales
• Customer Service
• Communication
53. Dell’s OODA’s with
Customer Advisory Panel Mtgs
Dell uses the social
media data to bring
Lovers and Haters
of the brand
together to learn:
―What would be
better if…‖
Dell takes social media data & customer feedback
and integrates it into their business…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
54. Dell uses the customer relationships they create
in social media to sell more product…
• In ’09, Twitter resulted in sales of $6.5M
• Sales increased 3x with their ratings and reviews content
55. Social Customer Service is Force Multiplier
A Force Multiplier multiplies
the effect of the existing
forces
Ascribes a greater value to
the same number of assets
Tweet: #SCON12
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57. Customer Service is Force Multiplier
It multiplies the effect of the existing forces
Agents and Customers, Advocates, Influencers
accelerate PR, Marketing, Customer Service,
Innovation…
Paradigm
Shift
Tweet: #SCON12
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58. Combing Customer Service and Social is a
Force Multiplier…
Social Customer Service magnifies the impact of their
work
Agents can work in more channels while tapping a crowd-
sourced knowledge base
Reach more customers thorough the social media
channels
Done well it creates good will, good PR, good word of
mouth and loyalty
Tweet: #SCON12
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59. Are You An OODA Leader?
You job as a leader of Social Customer Service is to
OODA faster than your competitors
Outmaneuver the competition
Observe the ever-changing conditions and
Decisively act in an effort to beat the competition
Tweet: #SCON12
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60. What’s it gonna take for….
The whole industry to understand how
important Customer Service is?
What is the boiling point for your company?
What is it gonna take for change to happen?
Tweet: #SCON12
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61. Are you a OODAing Leader?
• Leaders needs to:
• Have the courage to recognize when
things are off course
• Know when a correction is needed and
• Then act decisively
When would “now” be a good time to be a
OODAing Leader?
Tweet: #SCON12
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62. When will you step up
and be an OODA Leader?
THE KIND OF LEADER
YOU WANT TO FOLLOW
Tweet: #SCON12
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63. A decision: selection between possible actions
DECIDE
ARE YOU A FORCE MULTIPLIER?
Tweet: #SCON12
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65. #SCON12
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