Customer Service on Steroids

Pinny Gniwich

@pinnyice

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60’s

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Educated

Transparency

Experience

Innovative

Simplicity

Human

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The moment of Realization

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Banana theory

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Target

strategyDirect hit

Mission statement

Call to action

Bait and switch

Champion Decoy

Yield

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Brand Hell

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P

PEOPLE

Experience

E for Experience (not eCommerce)

The NET PROMOTER SCORE is based on ONE QUESTION:

How likely are you to recommend … to a Colleague or Friend?

Responses are broken into three groups:• PROMOTERS = All who scored 9 or 10• PASSIVES = All who scored 7 or 8• DETRACTORS = All who scored 0 to 6

NPS = % Promoters ― % Detractors

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Quality Products

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5.3 million views

“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”

Image credit: Ian Sane

“Social Media is Like a Cocktail Party: Listen Then Respond”

Photo Credit: The Dana Files

200 Million Boxes

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91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group

87% trust a friend’s recommendation over critic’s review - Marketing Sherpa

3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research

1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent

•* Slide courtesy of Digital Influence Group

Social media influences people

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Social Media Objectives

1. Create brand awareness through online word of mouth

2. Acquire new customers via the social media channel

3. Foster loyalty and retention among existing customers

• Improve customer service level

Social Media Ecosystem

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The Ice.com Social Media Monitoring Workflow

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Listen

Some More Tools

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5Things we have learnt

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Create an authentic social media presence for your brand to establish consumer trust and loyalty

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• The conversation is not:– controlled– organized– “on message”

• The conversation is:– organic– complex– speaks in a human voice

• Social media is not a strategy or a tactic – it’s simply a channel.

The social media conversation

Building relationships…

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Fix Great Fan Pages• http://www.facebook.com/threadless for Threadless T-

shirts. Very engaging, great use of video, a weekly center of community engagement

• http://www.facebook.com/pages/UJA-Federation/212360145318? UJA- Federation of Toronto. Regular updates, comments from fans and a mix of events, current events, and news items

• http://www.facebook.com/JewishClimateCampaign for Jewish Climate Campaign. Sharing links to news, commenting on posts, growing daily

• Dedicate in honor

In Memory of

6250 Submissions

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Leverage the value customer communities to capture customer insight

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Our #1 Complaint

Bandwidth

Call centre volume down

Before

Add to Cart up %25

Conversion up by %11

• Returns down• Conversion up

Returns down

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Use customer feedback to create new revenue streams

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Ellen DeGeneres Valentine’s Day SpecialAudience Gift and Initiative to Support Haiti

Results: 30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers Est. 4,000+ New Fans and email opt-ins in 48 hours

4000 New Fans

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Provide individual customer feedback that is helpfuland visible to other

customers

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Engagement

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Turn a negative experience into a postive interaction

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Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal.

Soc Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.

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• Imagine my surprise when I came home from the hospital and found the box from Pro Flowers on my deck.  Thank you so very much for your thoughtfulness and kindness.  I will never, ever forget your gesture to me.  Mom came through the surgery like a trooper.  When I saw her afterward she was glowing.  For the first time in months and months she had no pain.  I'm anxious for her physical therapy to begin so that I can hopefully bring her home this weekend.

 

Again, with all my heart, thank you.  (I'm wearing my rings as I type this.  They make me so happy because of the beautiful rainbow colors.)

 

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Bazaarvoice

“People are twice as likely to convert when there is a negative review amongst

the positive ones”Sam Decker

CMO

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