Engaging the Social Customer

Engaging the Social Customer!

Jeremi Karnell !CEO!!!

onetooneglobal.com | @OnetoOneGlobal

#socialcustomer!2!


#socialcustomer!3!


#socialcustomer!4!

onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 5!

Source: Altimeter








13!Source: mullen!




JEREMI KARNELL!Thank you!

onetooneglobal.com | @OnetoOneGlobal #socialcustomer!

One to One Global!Inspiring Human Perspective ""465 Medford Street, Suite 300!Charlestown, MA 02129!USA!!phone: +1 617 425 7369!email: [email protected] !

Dr. Philip Rhodes!Managing Director, EVP!!!!

Innovation Communities!

A Brief ʻHistoryʼ of Design!


Ego-centric!

Digital-centric!

User-centric!

Social-centric!

Individual Designer is ʻkingʼ!Design with a capital ʻDʼ!

Design teams-collaborating/!multi-disciplinary experts!

User is central to the process – user needs! !

Idea generation and filtering via crowds!

19!

Why is ʻSocial Centricʼ Important?!

“We only have two sources of competitive advantage – the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition”"

Jack Welch !


But What is ʻSocial Centricʼ?!

Adhoc Research!

Tracking, Analytics,

etc.!

Monitoring the Social Web!

Innovation community!

Placing the end-user/customer at the heart of the design process!

But now there are so many different ways to learn about customer needs, the competitive landscape, capturing customer feedback, etc.!

Design Insights!



Using social media to understand/monitor:!

•  Sentiment (positive/negative/neutral)!

•  Volume!

•  Topics!

•  Influencers!

Some very useful tools :!

Does it really provide ideas? Or just provide feedback on the what is already occurring/existing?!



GAP rebranding, reverting to original branding in 2010!


WHAT IS AN INNOVATION COMMUNITY? !


Innovation Community!


•  A communication and information solution combining virtual social interactions!

•  Space where members share a common interests, ideas, goals, etc. and who agree to interact and collaborate together!

•  Members provide rich information about themselves, their interests, likes, dislikes, providing ideas, suggestions, and criticisms on brands, products and services!

•  Members are able to develop personal relationships!

What Happens in an Innovation Community?!


Members are engaged in many ways:!

• One-way blogging!

• Two-way forums/sharing!

• Voting on ideas!

• Suggestion boxes!

• Virtual group discussions!

• Invited to ʻoff-lineʼ interviews/groups!

Type of Community!


One to One Insight ʻInnovation Communityʼ is:!

• A ʻclosedʼ community with individuals (customers invited to participate, and requiring them to login to use the community)!

• Reasons for ʻclosed communityʼ!

•  Allows greater depth of analysis!

•  More privacy and greater confidentiality for members and for the client!

ʻInnovation Communityʼ!

•  Member profiling!•  Reward/incentive scheme !•  Community Health!

Community management!

•  Forums!•  Polls!•  Surveys !•  Post media

(videos, etc.) !•  Social media

integration!•  Rating ideas!

Register!

Login!Learn more about the

ʻCommunityʼ!

Invited to participate!

Benefits of an Innovation Community!


•  Access to a group of ‘customers’ instantly!•  Feedback in real-time !•  Throw questions/ideas/concepts to obtain

immediate reactions!•  Iterate ideas – cycle ideas!•  Deep profiling of members!

•  Every data point is added to the panel – more and more detail !

•  An engaged community leads to a higher response rates up to 50%!

•  Centralised data - longitudinal!

It is not for everyone:!

•  Transparency/openness!

•  Dynamic/responsive!

•  It costs…!

CAN ʻSOCIAL CENTRICʼ ACTUALLY WORK?!


Gamers Solve Biological Puzzle!


•  Solving AIDS enzyme problem (protein structure predictions)!

•  Gamers were able to solve this problem in 3 weeks !

Dell Thinks so…!

•  www.ideastorm.com!

•  Launched February 2007!

•  One of first feedback communities to allow members to vote each otherʼs ideas up (and down)!

•  Has generated 15,000+ ideas submitted by 6,000 members; average idea generates about 8 comments and 8 votes!

•  Dell has implemented … 400+ ideas!

•  30+ Dell employees participate, as members of a team called “Communities and Conversations”!


Case Study!

Innovation Community was implemented during the design and development of the TicketRush product and was used to generate ideas, capture feedback and influence the actual design and development of the product!!The community was composed of ʻteenagers/young adults with an interest in musicʼ!!The community was ʻliveʼ for 3 months and included 400 individuals!

32!onetooneglobal.com | @OnetoOneGlobal #socialcustomer!

Case Study!

Objectives!

•  Provide feedback on the design/solution!

•  Differentiate solution from its competitors!

•  Identify new features e.g. e-tickets, etc.!

•  Recommend improvements!

•  Consider platforms e.g. mobile/tablet!

•  Build deeper customer profiles !


Case Study!

•  Continual blogs!

•  Off topic discussions – very important (information landscaping)!

•  Weekly/Twice monthly polls!

•  Monthly surveys!

•  Ad-hoc virtual focus groups!

•  Remote usability interviews!

Activities!


Case Study: Screens!

Home!!Introductory screen, provides an introduction to the community, invites participants to register and sign-in!!

Home screen!



Registration!!Very simple registration process, including 3 pages.!!

Registration Screen!



Welcome!!When the member is signed in, they can check on the latest activities e.g. participate in the forum, complete a survey, poll, etc. !!

Welcome Screen!



My Surveys: Branding Forum!!Example of the one of the forums, focusing on Brand.!!All members can comment on the discussion topic, they can exchange ideas, post images and link to social media sites.!!!

My Surveys: Forum Screen!


Making an Innovation Community Work!!


Case Study!

InterestingChance at Cash/Prize

Enjoyable

Curiosity

Cash Per Survey

Reward

Community

Interact with panel

members

Comparing responses

Others value my opinion

Asked to participate

If I won't, no one will

Help organizations

improve

Make opinion count

Support good cause

INTRINSIC EXTRINSIC

OTH

ER

SEL

F

Members of the community!Insider - Hyper-actives!

•  15% of total community!

•  Skewed to younger (males)!

•  Heavy users of the mobile apps!

•  Predominately focussed on niche musical genres!

40!

Membersʼ needs 4 ways:!Self needs!

•  Receive some internal reward!•  Receive external reward!Needs of others!•  Others will receive some internal

reward!•  Others will receive some

external reward!

Self - Intrinsic!

Self - Extrinsic!

Others - Intrinsic!

Others - Extrinsic!


MAKING AN INNOVATION COMMUNITY WORK!!




1. Objectives !

2. Have the right team!

3. Understand the members !


•  Drive innovation!

•  Enable deep insight into market drivers and user attitudes!

•  Get more timely, relevant information on product features, and opportunities that are specific to particular users!

•  Help to gain competitive advantage!

Define the objectives of the community!1!




Have the right team!

•  Must have an advocate in the broader team (client side)!

•  Focus on tangible benefits of the community!

•  Ensure all stakeholders understand what the community can/cannot do!

•  Note many different departments are likely to find the community useful, ensure that there are clean lines of responsibility for interacting with the community!

•  Guidelines are very important !

•  Personnel – ʻCommunity Strategistʼ and/or ʻCommunity Managerʼ!

2!



Understand the community members: motivation!3! Status & recognition!

Learning!

Financial!

Career advancement!

Fun!

Socialise!

Feel part of something!

Develop skills!Passionate!

Work related!

Motivation is Complex - Without Motivation there is No Community!!

CONCLUSIONS!


Conclusions!


Ten rules for a successful ‘Innovation Community’!

1.  Define and understand your goals!

2.  Bigger communities give you better data than smaller communities!

3.  It's not a community if members can't or won’t talk to one another!

4.  Develop a thick skin!

5.  Learn from the negative!

6.  Show members what others think!

7.  Share the changes inspired by the community!

8.  Devote the time and the staff required!

9.  Invest in content/feature to engage and motivate!

10.  Enjoy the process!

Reading!


DR. PHILIP RHODES!Thank you!


One to One Global!Inspiring Human Perspective""The Media Centre!3 - 8 Carburton Street!London W1W 5AJ!!phone: +44 207 886 8243!email: [email protected] !!

Paul Hedgeland!Director, European Operations !!!

Today's Discussion - Four Key Challenges !

•  Brand representation!•  Content !•  Network control / visibility!•  Experience consistency!


Branding Challenges!






Content Challenges!

•  Posting unrelated non relevant content!•  Page inactivity!•  Maintain edge rank (get in the inbox)!•  Prevent spam and abuse!•  Respond to questions in a timely manner


Content Challenges!


Content Challenges!


Content Challenges!


Network Challenges!

•  How many endpoints do I own?!•  User access!•  Corporate control!•  Abuse monitoring!•  Opportunity monitoring!


Experience Challenges!

•  Simple repeatable user experience!•  Consistent information presented in a consistent format!•  Think of the ʻHomeʼ function or ʻContact Usʼ page in websites!•  How to apply this across 10s-100s of separate Facebook or Twitter profiles!


THE PEOPLE BEHIND SOCIAL!Roles and Responsibilities!


Org Structure!


Corporate Social Strategist:!- Brand owner / protector!-  Global reports!-  Corporate feeds!

Business Unit Liaison:!- Regional feeds!- Regional reports ! Managers:!

- Local content feeds!-  Local reports!- User control!- Sales alerts!

Page Owners:!- Page reports only!-  Abuse alerts!-  Local unique content!

SOCIAL MEDIA STRATEGIES!


CUSTOM TAB MANAGEMENT!MessageMaker Social!


Simple Landing Tab Examples!


Simple Landing Tab Examples!


CMS Driven Landing Tab Example!


CONTENT!MessageMaker Social!


Basic Segmentation !!•  Language!•  Regional!•  Product!•  Service!


Segment Using Facebook!


Segment Using Twitter!


Advanced Segmentation!


Content Feeds!

Content subscriptions are feeds managed by Head Office or Regional teams to provide timely, targeted content. New content appears on the walls of subscribed pages each time it is published. !!!


Local Content!


•  Bring personality to your local content!–  Local content creates natural

engagement!•  Boost engagement through relevance!

Open Graph Protocol!


•  Integrate your Web pages into the social graph !

•  Create Facebook content streams in real time!

•  Systematically segment and target audiences!•  No incoming posts to manage – its a one way

street!

SOCIAL MEDIA MANAGEMENT SYSTEMS (SMMS)!

MessageMaker Social!


Who are SMMS Aimed at?!

•  People who value segmentation vs. fragmentation – consistent brand representation!

•  Companies with social at scale!–  MD, CMOʼs, Social Strategists, Heads

of Digital!–  Companies with distributed consultants/

sales forces who use social media to sell or promote!

–  Retail chains or franchises!–  Companies with diverse product ranges!


Key Features!

•  Pro-actively listen to your networks (internal/external)!•  Manage teams, permissions and sign-off!•  Archive content!•  Subscription feed management!•  CMS driven custom page tabs!•  At a glance dashboards for network stats!•  Social on the move – iPhone/Android apps!


Summary!

•  Take control of your network/brand!•  Monitor, react, grow!•  Target through segmentation!•  Compliance archive !•  Mobile and desktop!


PAUL HEDGELAND!Thank you!

One to One Global!Inspiring Human Perspective"The Media Centre!3 - 8 Carburton Street!London, UK W1W 5AJ!!p +44 7930 247 191!Email: [email protected] !


Managing the Multi-Channel Customer Experience!!!

Ben Masson!Customer Experience Strategist !!!!!!!

Weʼre in the “Age of the customer”!!!!

•  Customers...!–  Constantly connected!–  Empowered!–  Rule!!

•  Companies...!–  Canʼt hide!–  Forced to react!–  Want control!–  Want to keep customers happy!!

Todayʼs Reality!


Age of the Customer!

83!

Internet reseller of consumer electronic products

based in the UK"

!Facebook campaign: !•  £1 clearance sale (for 12 hrs)!•  Scheduled to start Monday 28th Nov at 11am!

£1 clearance sale announcement on ebuyer.com Facebook page"


Age of The Customer!

84!

What happened:!•  Website crashed between 10:36-12:00

due to overwhelming demand!!The reaction:!•  15 k conversations about:!

–  Disappointment, frustrations, worries, complaints, etc!

•  Other 3rd parties got involved!


Age of the Customer!

85!

Neg

ativ

e! Sale! Now!Announcement!

Customer Satisfaction!


Posi

tive!

•  Direct impact on brand perception and customer satisfaction!

Customer Experience Strategy!

What is it?!•  A plan that guides the activities and resources required

to deliver a consistent multi-channel customer experience. (online and offline)!

•  The main goal is to match or exceed customer expectations!

86!

Strategy"

Resources and Activities"

Customer Experience"

The Plan"


Area Managers!

Salesforce!

PR!

Why itʼs Important?!

Companies often involuntarily work in silos...!

!!!!!!!

87!

Product!

IVR!

Marketing!

Website!

Media!Online/Offline!

Customer Service!

Marketing Communications!

ATL/BTL!

Mobile/Tablet !

Call Center!

Chat!Support Content!

CRM!

Search Marketing!

Social Media!

Email/DM!In-Store!

In-Store!

Quality Assurance!

R&D!

Planning !

Training!

Distribution !

Sales!

Customer Experience Strategy!


A strategy can provide direction and help support cross-functional teams in delivering the best experience possible.!

Priorities in 2011/12 !

88!

Focus is on:!1. Online!2. Cross-channel!3. Social media !4. Mobile !5. Call Center !6. Retail !7. IVR !


Top Challenges!

89!

Challenges to customer experience efforts:!!

•  Lack of a clear strategy!•  Too many internal priorities!•  Internal conflicts!•  Limited funds!•  Lack of leadership/skills with Customer Experience!•  Low understanding of customers!

A customer experience strategy will tackle these challenges by giving the organisation a clear sense of direction. !


Managing the Multi-Channel Customer Experience !

PLAN OF ACTION!


Plan of Action!

1) Map your ecosystem!2) Assess the current state!3) Define the customer experience strategy!4) Validate the strategy!5) Implement, monitor and optimise!


1) Map Your Ecosystem!

92!

Customers!

Employees!

Partners!

Your resources!Your Ecosystem!

Your customer touchpoints!

Data & Technology!


Purchase confirmation:!• SMS!• Email!

1) Map Your Ecosystem!

93!

Discover! Evaluate! Purchase! Use! Support! Re-engage!

Time Scale!

Customer Experience!

Cus

tom

er T

ouch

poin

ts!

Resources and technology!

• Print!• In-store!• Website!• Call center!

• Social media!

• Etc!

-60 days!

Becomes aware of brand!

Compares with other

brands!

Purchase online!

Receives confirmation

Product delivery!

Use of goods!

Issue with product!

Re-purchase!


-12 days! +12 mt! +24 mt!

Access!

Drop off rates!

Day O! 24-72 hrs!-10%! -40%! -1%! -10%! -5%! -40%!

• Service vendors!• Databases used!

Delivery:!• FREE!• Express!• Evening!

Review products on:!• Brand site!• Competitor sites!• Review sites!• Blogs!• Social networks!

Support:!• IVR/Phone!• Social!• Chat!• Email!• Post!

• Agencies!• Delivery suppliers!• Databases used!!

Purchase process:!• Phone !• Website!

Payment options:!• Credit cards!• Debit cards!• Paypal!

Advertising on:!• Billboards!• Magazine!• Brand Website!• Online ads!• Store displays!• QR codes!

• Internal stakeholders!• Agencies!!

• Suppliers!• Fulfilment house!• Databases!• Processes!!

• Internal stakeholders!• Datasources!!

Product usage:!• Collaterals!• Instructions!• Add-ons!

Sharing experience:!• Fan pages!• Review sites!• Etc!

Re-purchase:!• Loyalty program!• Special offers!!

• Agencies!• Delivery suppliers!• Databases used!!

+26 mt!

• Internal stakeholders!• Agencies!!

CRM!

2) Assess the Current State!

94!

Brand Goals!• Brand positioning!• Brand values!•  Target audience!• Customer service

statement!

Business Goals!• Revenue model!• Service costs!•  Level of satisfaction!• Conversion rates! Customer Needs

and Perceptions!• User research!• Expert reviews!

Constraints !• Business rules & policies!• Known issues (resources,

budget, technology)!

Customer Journeys!

•  Tracking of online & offline behaviours!

• Volumes & Conversations!

Competitive Landscape!

VoC program!• Coverage!• Accuracy!•  Independent review!


3) Define the Customer Experience Strategy!



96!

Desired Customer

Experience!Prioritization of

Efforts!Change

Management!Planning !

KPIs!

• Scoping of initiatives!

• Review of resources & budget!

• Prioritisation of initiatives!

• Articulate the desired customer experience (statement + values)!

• Define role of each channel!

• Cross-channel recommendations!

• Create initiatives!

• Culture change!• Governance!• Infrastructure/technology requirements!

• Impact on resources and budget!

• Internal buy-in!

• VoC program requirements!

• Internal employee assessment requirements!

• Ongoing monitoring and optimisation!


Get internal buy-in!•  Package the strategy in a compelling way to

obtain internal buy-in !•  Provide a vision of the experience going

forward (using interactive content)!

!!



The strategy

“ ”!

4) Validate Your Strategy!

Test your strategy!•  Create mock-ups of your recommended

changes and test with users!•  Benchmark changes in behaviours!•  Fine-tune if necessary!


5) Implement, Monitor and Optimise!

!Follow the plan!•  Internal training!•  Roll out (gradually)!•  Monitor/track!•  Benchmark against KPIs!•  Optimise!

!

99!

Milestone 1! Milestone 2! Milestone 3!


Milestone 4!

100!


CASE STUDY!


AOL!

•  A customer tried to cancel his AOL broadband account!

•  This is what happened... !


AOL!

What went wrong?!•  Long waiting time (15 min)!•  Poor call handling!

–  No authentication!–  Wrong tone!–  Poor retention!


How could it be improved?!•  Review IVR system, call waiting options and

call prioritisation!•  Review internal training program!

–  Customer authentication procedure!–  Tone!–  Call handling techniques (retention)!

–  Review employee assessment program!–  Donʼt reward non-compliant employee

performances!

American Airlines!

•  United Airlines staff were seen throwing luggage in the hold!

•  Dave Carrollʼs guitar was broken in the process!

•  This is the story of his 9 month struggle to gain compensation for the damage done to his guitar...!


How a Strategy Will Help?!

104!

What went wrong?!•  No action from in-flight crew when incident

occurred!•  Airline companies pointing fingers at each

other (Air Canada and United Airlines)!•  Airline offices also pointing fingers

(Halifax, Omaha, Chicago)!•  Customer information/history not available

to all departments from both airlines!•  Poor compensation ($1200 of flight

vouchers)!•  9 month struggle!!!!

How could it be improved?!•  Centralised customer service!•  Centralised data management!•  Clear policies with regards to damaged goods!•  Internal training on customer handling process

(including escalation) !•  Allow/encourage employees to follow up with

customers on case-by-case basis!


5 TIPS TO BE SUCCESSFUL!

105!



Tip 1!

106!

Donʼt assume you understand your customers!

Listen and keep asking… they could change their minds over time!


Tip 2!

107!

Review and assess ALL customer touchpoints!

!!

You could oversee valuable insights!


Tip 3!


You can’t please everyone, itʼs a fact! Focus on what matters most.

Internally and externally

Tip 4!


Get your organisation on board!!

Everyone must get involved!

Tip 5!


Stay up-to-date!!

Things evolve quickly, so will your customer experience strategy!

!

BEN MASSON!Thank you!

111!

One to One Global!Inspiring Human Perspective !The Media Centre!3 - 8 Carburton Street!London W1W 5AJ!!phone: +44 207 886 8256!email: [email protected] !


Engaging the Social Customer

Technology

innovation community

social media

user social

social customer

social web

ideas cycle ideas

closed community

engaged community