Engaging the Social Customer

Engaging the Social Customer!

Jeremi Karnell !
CEO!
!
!

onetooneglobal.com |
@OnetoOneGlobal 2!

@OnetoOneGlobal 3!

@OnetoOneGlobal 4!

onetooneglobal.com | @OnetoOneGlobal #socialcustomer! 5!

Source: Altimeter


Thank you!

JEREMI KARNELL!
One to One Global!
Inspiring Human Perspective "
"
465 Medford Street, Suite 300!
Charlestown, MA 02129!
USA!
!
phone: +1 617 425 7369!
email: jkarnell@onetooneglobal.com !

onetooneglobal.com | @OnetoOneGlobal #socialcustomer!

Innovation Communities!

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

A Brief ʻHistoryʼ of Design!
Design teams-collaborating/! Idea generation and ﬁltering
multi-disciplinary experts! via crowds!

Ego- Digital- User- Social-
centric! centric! centric! centric!

Individual Designer is ʻkingʼ! User is central to the process
Design with a capital ʻDʼ! – user needs! !


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?!
Placing the end-user/customer at the
heart of the design process!
Adhoc Research!
But now there are so many different ways
to learn about customer needs, the
competitive landscape, capturing
customer feedback, etc.!
Innovation Design Tracking,
Analytics,
community! Insights! etc.!

Monitoring the  
Social Web!


Monitoring the Social Web!
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?!


Monitoring the Social Web!

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:! Invited to participate! Register!

• A ʻclosedʼ community with individuals
(customers invited to participate, and Learn more about the
ʻCommunityʼ! Login!
requiring them to login to use the
community)!
•  Forums!
• Reasons for ʻclosed communityʼ! •  Polls!
•  Surveys !
•  Allows greater depth of Community ʻInnovation •  Post media  
analysis! management! Communityʼ! (videos, etc.) !
•  Social media
•  More privacy and greater integration!
conﬁdentiality for members and •  Rating ideas!
for the client! •  Member proﬁling!
•  Reward/incentive scheme !
•  Community Health!


Beneﬁts of an Innovation Community!

•  Access to a group of customers instantly!
•  Feedback in real-time ! It is not for everyone:!
•  Throw questions/ideas/concepts to obtain
immediate reactions! •  Transparency/openness!

•  Iterate ideas – cycle ideas! •  Dynamic/responsive!
•  Deep proﬁling of members!
•  Every data point is added to the panel – more and
more detail ! •  It costs…!
•  An engaged community leads to a higher response
rates up to 50%!
•  Centralised data - longitudinal!


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!


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!

Activities!
•  Continual blogs!

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

•  Weekly/Twice monthly polls!

•  Monthly surveys!

•  Ad-hoc virtual focus groups!

•  Remote usability interviews!


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!
Members of the community! Membersʼ needs 4 ways:!
Insider - Hyper-actives! INTRINSIC EXTRINSIC
Self needs!
•  Receive some internal reward!
•  15% of total Chance at Cash Per

SELF
community! Interesting Cash/Prize •  Receive external reward!
Survey
Enjoyable
Reward Needs of others!
•  Skewed to younger
Curiosity •  Others will receive some internal  
(males)!
reward!
Interact with
If I won't, no
•  Heavy users of the Community panel •  Others will receive some
one will
mobile apps! Asked to members external reward!
participate

•  Predominately Make opinion
Comparing Self - Self -
focussed on niche count Intrinsic! Extrinsic!
Help responses
musical genres!
OTHER

organizations Others value
Support good
improve my opinion
cause
Others - Others -
Intrinsic! Extrinsic!


MAKING AN INNOVATION
COMMUNITY WORK!!



1. Objectives !

2. Have the right team!

3. Understand the members !



1!
Deﬁne the objectives of the community!

•  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!



2!
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!



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

Work
Feel part of
related! Learning!
something!

Career Develop
advancement! Passionate! skills!

Motivation is Complex -   Financial!
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!


Thank you!

DR. PHILIP RHODES!
One to One Global!
Inspiring Human Perspective"
"
The Media Centre!
3 - 8 Carburton Street!
London W1W 5AJ!
!
phone: +44 207 886 8243!
email: prhodes@onetooneglobal.com !
 
!

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!


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!


Roles and Responsibilities!

THE PEOPLE BEHIND SOCIAL!


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

Business Unit
Liaison:!
- Regional feeds!
- Regional reports ! Managers:!
- Local content
feeds!
-  Local reports!
Page Owners:! - User control!
- Page reports only! - Sales alerts!
-  Abuse alerts!
-  Local unique content!

SOCIAL MEDIA STRATEGIES!


MessageMaker Social!

CUSTOM TAB MANAGEMENT!


Simple Landing Tab Examples!


CMS Driven Landing Tab Example!



CONTENT!


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)!


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!


Thank you!

PAUL HEDGELAND!
One to One Global!
Inspiring Human Perspective"
 
The Media Centre!
London, UK W1W 5AJ!
!
p +44 7930 247 191!
Email: phedgeland@onetooneglobal.com !


Managing the Multi-Channel
Customer Experience!
!
Ben Masson!
!
Customer Experience Strategist !
!
!
!
!
!
!

Todayʼs Reality!

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!!


Age of the Customer!

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!

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!

•  Direct impact on brand perception and
customer satisfaction!

Customer Satisfaction!
Positive!

Sale!
Negative!

Now!
Announcement!


Customer Experience Strategy!

What is it?! The Plan" Strategy"
•  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! Resources
and Activities"

Customer
Experience"


Why itʼs Important?!

Companies often involuntarily work in silos...!

!
Product! Customer Service! Marketing! Sales!
!
Planning ! Call Center! IVR! Marketing Media! Area Managers!
! Chat! Social
Communications!
ATL/BTL!
Online/Ofﬂine!
Salesforce!
Distribution ! Search
Media!
! R&D! Support
In-Store! Website! Marketing!
Content! Mobile/Tablet !
! Assurance!
Quality Training! CRM!
Customer In-Store!
Email/DM!
! Experience Strategy!
PR!
!
A strategy can provide direction and help support cross-functional teams in delivering the best
experience possible.!


Priorities in 2011/12 !

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


Top Challenges!

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!

Your Ecosystem!
Your customer Your resources!
touchpoints!

Employees!

Customers! Data &
Technology!

Partners!


1) Map Your Ecosystem!
Discover! Evaluate! Purchase! Access! Use! Support! Re-engage!
Compares Purchase Receives Use of Issue with Re-purchase!
Customer Becomes with other confirmation
online! goods! product!
Experience! aware of brand!
brands! Product delivery!
Time Scale! -60 days! -12 days! Day O! 24-72 hrs! +12 mt! +24 mt! +26 mt!
Drop off -10%! -40%! -1%! -10%! -5%! -40%!
rates!
Purchase Purchase Product usage:!
Advertising Review Support:! Re-purchase:!
Customer Touchpoints!

process:! confirmation:! • Collaterals!
• Print! on:! products on:! • IVR/Phone! • Loyalty program!
• Phone ! • SMS! • Instructions!
• Billboards! • Brand site! • Social! • Special offers!
• In-store! • Website! • Email! • Add-ons!
• Magazine! • Competitor • Chat! !
• Website! sites!
• Brand Website! CRM! • Email!
• Call • Online ads! • Review sites! • Post!
center! • Blogs! Payment
• Store displays! Sharing
• Social options:! Delivery:!
• Social • QR codes! experience:!
networks! • Credit cards! • FREE!
media! • Fan pages!
• Debit cards! • Express!
• Etc! • Review sites!
• Paypal! • Evening!
• Etc!
• Internal • Internal • Suppliers! • Agencies! • Internal • Agencies!
Resources • Service vendors!
and stakeholders! stakeholders! • Fulfilment house! • Delivery suppliers! stakeholders! • Databases used! • Delivery suppliers!
technology! • Agencies! • Datasources! • Databases! • Databases used! • Agencies! • Databases used!
! ! • Processes! ! ! !
!

2) Assess the Current State!

VoC program!
Business Goals! •  Coverage!
•  Revenue model! •  Accuracy!
•  Service costs! •  Independent review!
•  Level of satisfaction!
•  Conversion rates! Customer Needs
and Perceptions!
Brand Goals! • User research!
•  Brand positioning! • Expert reviews!
•  Brand values!
•  Target audience! Customer
•  Customer service Journeys!
statement! •  Tracking of online &
ofﬂine behaviours!
•  Volumes & Conversations!
Constraints !
•  Business rules & policies!
•  Known issues (resources, Competitive
budget, technology)!
Landscape!


3) Deﬁne the Customer Experience Strategy!



Desired Change
Prioritization of
Customer Management! KPIs!
Efforts!
Experience! Planning !

• Articulate the • Scoping of • Culture change! • VoC program
desired customer initiatives! • Governance! requirements!
experience • Review of • Infrastructure/ • Internal employee
(statement + values)! resources & budget! technology assessment
• Deﬁne role of each • Prioritisation of requirements! requirements!
channel! initiatives! • Impact on resources • Ongoing monitoring
• Cross-channel and budget! and optimisation!
recommendations! • Internal buy-in!
• Create initiatives!



Get internal buy-in!
•  Package the strategy in a compelling way to
obtain internal buy-in !
•  Provide a vision of the experience going The strategy
forward (using interactive content)!

!
!
!


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!

Milestone Milestone
Milestone 1! Milestone 2! 3! 4!

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

!



CASE STUDY!


AOL!

•  A customer tried to cancel his AOL
broadband account!
•  This is what happened... !


AOL!

What went wrong?! How could it be improved?!
•  Long waiting time (15 min)! •  Review IVR system, call waiting options and
•  Poor call handling! call prioritisation!
–  No authentication! •  Review internal training program!
–  Customer authentication procedure!
–  Wrong tone!
–  Poor retention! –  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?!

What went wrong?! How could it be improved?!
•  No action from in-flight crew when incident •  Centralised customer service!
occurred! •  Centralised data management!
•  Airline companies pointing fingers at each •  Clear policies with regards to damaged goods!
other (Air Canada and United Airlines)! •  Internal training on customer handling process
•  Airline offices also pointing fingers (including escalation) !
(Halifax, Omaha, Chicago)! •  Allow/encourage employees to follow up with
•  Customer information/history not available customers on case-by-case basis!
to all departments from both airlines!
•  Poor compensation ($1200 of flight
vouchers)!
•  9 month struggle!!!!



5 TIPS TO BE SUCCESSFUL!


Tip 1!

Donʼt assume you understand
your customers!

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


Tip 2!

Review and assess ALL
customer touchpoints!
!
!

You could oversee
valuable insights!


Tip 3!

Internally and externally

You can t please everyone, itʼs a
fact! Focus on what matters most.


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!
!

Thank you!

BEN MASSON!
One to One Global!
Inspiring Human Perspective !
 
The Media Centre!
London W1W 5AJ!
!
phone: +44 207 886 8256!
email: bmasson@onetooneglobal.com !


Engaging the Social Customer

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