CS8 – The Power of Platform

  Customer Success

< 7 The Power of Yes | Home | 9 The Power of Rebellion >

37. Your Fawlty Fiasco

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740332#overview

Someone can crucify your business in a flash.

  • 1 bad experience can lead to 400 missed opportunities
    • 12 * 6 * 3
    • Think his math is wrong…

While smartphones can be used for good, they can quickly be used as weapons.

 

38. Every company needs to listen

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740342#overview

Regarding social media.  This section is out of date

How to use Social Media

  • The Company
    • Quickly identify customer issues
    • Prioritize and drive action
    • Quantify impact
    • Create visibility and awareness
  • The company goals
    • Brand pulse
      • An ongoing check-up on the conversation, attitudes and havior about your brand
    • Revenue
      • Create new ways to benefit from social commerce
    • Marketing
      • Continuous improvement in campaign effectiveness and efficiency
    • Operations
      • Finding new ways to streamline and reduce costs
    • Customer Experience
      • Enhance it to build life-time relationships
    • Ongoing Innovation
      • Collaboration with customers will produce fresh thinking from real users

How to handle business objections to Social Media investment

  • Set clear business goals and objectives
  • Use small pilot programs to see if future investment makes more sense

The Social Media Payoff Examples

  • Awareness
    • For achieved same level of recognition with a fiesta campaign at 10% of the cost of traditional TV.
  • Purchase
    • Wetseal report that social shoppers have a 2.5x greater conversion than average shoppers
  • Use + Market Share
    • Nike+ increased running shoe market share from 48% to 61%
  • Service
    • Intuit’s QuickBook customers answer 70% of fellow customer service questions online.
  • Feedback
    • Lego used customer idea sourcing for its decision to launch more expensive and customer-innovated sets.
  • Retention
    • eBay community users spend 54% more than other customers.

5 Steps to Social Listening

  1. Start Listening
  2. Optimize listening
  3. Filter, sort and search
  4. Take action
  5. Refine

Listening Posts

“a center for monitoring electronic communications“

  • Your listening post brings your customer touch points together harnessing technology within a human framework.
  • This helps mobilize and guide everyone forward to help every customer succeed.

Listening Post Goals

  • Convert listening to meaningful results
  • Establish a big picture view of your customer relationships across multiple touch points
  • Drive organizational accountability and awareness
  • Engage with customers on their terms
  • Make customer-centered decisions
  • Generate Insights
  • Create solutions

39. How to tune-in

(Listening posts, part 2)

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740346#overview

Listening Posts Next Steps

  • View everything from the customer’s point of view.
  • Challenge your perceptions of how customers are really engaging
  • Build a shared vision of what a “Best customer experience” really looks like
  • Become a champion of continuous improvement
  • Stay informed of the latest tools and technology to help you

Real-Time experience tracking technology

Use real-time data to

  • Pre-survey
    • Brand awareness
    • Consideration
    • Perception
    • Usage
  • Real-time mobile feedback during the survey period
    • Links brands to touchpoints
    • TV
    • In store
    • Online
    • Conversation
    • News media
  • Post survey
    • Awareness
    • Consideration
    • Perception
    • Usage
    • Ad evaluation
  • Use online diary
    • User comments
      • How likely are you to chose this brand next time?
      • On a scale of 1 – 5, how did it make you feel?
    • Photos
    • Videos

Other uses for Real-time experience tracking

  • Can “Watch” how customers are interacting with products in eal time.
  • Provides the answers to how integrated marketing is or isn’t working
  • Overcomes customer memory problems because it’s real time

 

40. How to Profit from the Power of the Platform

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740348#overview

  • The platform is a new form of service
  • By listening, you let your customers bring innovation to you
  • Shift responsibility to the front line (whatever that’s supposed to mean)
  • Balance big data with a human connection

Maximize the lifetime value of every customer with The Power of Platform

“Consumers are statistics, customers are people”

– Stanley Marcus

Engage your customers on the Platform and they will look at you a completely different way.

 

41. Case study – Dell

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740344#overview

  • Track who is talking about them and how many followers they have. (Radient 6)
  • Can follow specific conversations
    • Can also respond
  • Can resolve support issues via twitter
  • Watching where conversations start world wide map
    • World heat map
  • Success metrics

LEAVE A COMMENT