SlideShare ist ein Scribd-Unternehmen logo
1 von 67
Downloaden Sie, um offline zu lesen
So you’ve
got these
customers
And
you want
them to:
Love you


       http://www.flickr.com/photos/gi/
http://www.flickr.com/photos/andresrueda/




Buy from you
Tell their
friends all
about you
      http://www.flickr.com/photos/pricklebush/
And you’ve
 got this
community
      http://www.flickr.com/photos/akc77/
And you’ve
 got this

community
      http://www.flickr.com/photos/akc77/
And you’ve
 got this

community
      http://www.flickr.com/photos/akc77/
Can it do
this for you?
   It can.
things to
remember:
1
ONE
1
ONE


This isn’t
customer
avoidance
Outsourcing
Call Centers
  “FAQs”
http://www.flickr.com/photos/claudio_ar/




  This is
customer
avoidance
Focusing on
time-per-call
leads to this
friction-free
2
TWO
2
TWO


Customer
service is
marketing
When Community meets
  Customer Service
When Community meets
   Customer Service
Product Ideation   Immersive Testing        Launch           Customer Service
 New Products,        Buyers, Features,   Buzz, Promotion,    Problems, Questions,
   New Uses          Pricing, Service      Marketing               Ideas
When Community meets
  Customer Service
Customer Service        Product Ideation   Immersive Testing        Launch
 Problems, Questions,    New Products,        Buyers, Features,   Buzz, Promotion,
      Ideas                New Uses          Pricing, Service      Marketing
When Community meets
  Customer Service
Customer Service        Product Ideation        Immersive Testing        Launch
 Problems, Questions,    New Products,             Buyers, Features,   Buzz, Promotion,
      Ideas                New Uses               Pricing, Service      Marketing




                                      Social Effects
3
THREE
3
THREE



Public is
different than
private
Every
  business
needs a lobby
The
concierge
  model
How to
                                        Inspire
http://www.flickr.com/photos/kendrick/
Word of
                                    Mouth
http://www.flickr.com/photos/kendrick/
Through
                           Customer
                            Service
http://www.flickr.com/photos/kendrick/
http://www.flickr.com/photos/13522901@N00/




In
easy steps:
1
ONE
1
ONE


Know your
special purpose
How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer Service
Breeding
  trust
2
TWO
2
TWO


Set some
rules
How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer Service
3
THREE
3
THREE



Set clear
expectations
Consistency
in response
Evolve your
policy as your
 community
    grows
Respond
quickly
(but only if there’s no
malice in your heart)
4
FOUR
4
FOUR



Cast a wide
net
Weave
conversation
 throughout
Not just a
tab on your
    site
How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer Service
Everybody
in the pool
5
FIVE
5
FIVE


Create
productive
outcomes
How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer Service
http://www.flickr.com/photos/thomashawk/




Learn to say
you’re sorry
Relax and
 reframe
6
SIX
6
SIX


Make it
personal
Discourage
Anonymity
How to Inspire Word of Mouth through Customer Service
Use your
real name
and voice.
      http://www.flickr.com/photos/cunisdiabolis/
http://www.flickr.com/photos/kishorephotography/




Be human.
Lane Becker
lane@getsatisfaction.com
@monstro
http://getsatisfaction.com/
http://slideshare.net/monstro


                        http://www.flickr.com/photos/blackbeltjones/

Weitere ähnliche Inhalte

Ähnlich wie How to Inspire Word of Mouth through Customer Service

How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer ServiceHow to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer ServiceGet Satisfaction
 
There's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your CustomersThere's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your CustomersEvan Hamilton
 
There's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your CustomersThere's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your CustomersUserVoice
 
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]Tara Hunt
 
Design Whuffie
Design WhuffieDesign Whuffie
Design WhuffieTara Hunt
 
Innovation and marketing
Innovation and marketingInnovation and marketing
Innovation and marketingMike Parsons
 
You and Your Whuffie Factor
You and Your Whuffie FactorYou and Your Whuffie Factor
You and Your Whuffie FactorTara Hunt
 
Making Whuffie
Making WhuffieMaking Whuffie
Making WhuffieTara Hunt
 
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO JetpackWhy Whuffie is My SEO Jetpack
Why Whuffie is My SEO JetpackTara Hunt
 
Lane Becker at SBS2010
Lane Becker at SBS2010Lane Becker at SBS2010
Lane Becker at SBS2010Dachis Group
 
The Community Tools You Need (Can't Be Built)
The Community Tools You Need (Can't Be Built)The Community Tools You Need (Can't Be Built)
The Community Tools You Need (Can't Be Built)Lane Becker
 
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09Tara Hunt
 
How to Run Facebook and instagram Ads
How to Run Facebook and instagram AdsHow to Run Facebook and instagram Ads
How to Run Facebook and instagram AdsMolly O'Kane
 
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to AskEverything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to AskJonathan Rick
 
Curious for a Living - PNW Drupal Summit
Curious for a Living - PNW Drupal SummitCurious for a Living - PNW Drupal Summit
Curious for a Living - PNW Drupal SummitLauren Bacon
 
Making Whuffie
Making WhuffieMaking Whuffie
Making WhuffieTara Hunt
 
Personal Branding
Personal BrandingPersonal Branding
Personal BrandingEvisors
 
Entrepreneurial Marketing
Entrepreneurial MarketingEntrepreneurial Marketing
Entrepreneurial MarketingEvisors
 

Ähnlich wie How to Inspire Word of Mouth through Customer Service (20)

How to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer ServiceHow to Inspire Word of Mouth through Customer Service
How to Inspire Word of Mouth through Customer Service
 
There's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your CustomersThere's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your Customers
 
There's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your CustomersThere's a Customer Out There with a Bullet for You: Understanding Your Customers
There's a Customer Out There with a Bullet for You: Understanding Your Customers
 
Makingwhuffie
MakingwhuffieMakingwhuffie
Makingwhuffie
 
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
 
Design Whuffie
Design WhuffieDesign Whuffie
Design Whuffie
 
Innovation and marketing
Innovation and marketingInnovation and marketing
Innovation and marketing
 
You and Your Whuffie Factor
You and Your Whuffie FactorYou and Your Whuffie Factor
You and Your Whuffie Factor
 
Making Whuffie
Making WhuffieMaking Whuffie
Making Whuffie
 
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO JetpackWhy Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
 
Lane Becker at SBS2010
Lane Becker at SBS2010Lane Becker at SBS2010
Lane Becker at SBS2010
 
Do’s and Don’ts of Online Newsletter Marketing
Do’s and Don’ts of Online Newsletter MarketingDo’s and Don’ts of Online Newsletter Marketing
Do’s and Don’ts of Online Newsletter Marketing
 
The Community Tools You Need (Can't Be Built)
The Community Tools You Need (Can't Be Built)The Community Tools You Need (Can't Be Built)
The Community Tools You Need (Can't Be Built)
 
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
 
How to Run Facebook and instagram Ads
How to Run Facebook and instagram AdsHow to Run Facebook and instagram Ads
How to Run Facebook and instagram Ads
 
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to AskEverything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask
 
Curious for a Living - PNW Drupal Summit
Curious for a Living - PNW Drupal SummitCurious for a Living - PNW Drupal Summit
Curious for a Living - PNW Drupal Summit
 
Making Whuffie
Making WhuffieMaking Whuffie
Making Whuffie
 
Personal Branding
Personal BrandingPersonal Branding
Personal Branding
 
Entrepreneurial Marketing
Entrepreneurial MarketingEntrepreneurial Marketing
Entrepreneurial Marketing
 

Mehr von Lane Becker

Think Like an Entrepreneur for Citrix & BNET 04/13/11
Think Like an Entrepreneur for Citrix & BNET 04/13/11Think Like an Entrepreneur for Citrix & BNET 04/13/11
Think Like an Entrepreneur for Citrix & BNET 04/13/11Lane Becker
 
“You Break It, You Bought It” for Le Web à Québec
“You Break It, You Bought It” for Le Web à Québec“You Break It, You Bought It” for Le Web à Québec
“You Break It, You Bought It” for Le Web à QuébecLane Becker
 
Think Like An Entrepreneur (for GoToWebinar)
Think Like An Entrepreneur (for GoToWebinar)Think Like An Entrepreneur (for GoToWebinar)
Think Like An Entrepreneur (for GoToWebinar)Lane Becker
 
Work like the Network for Shift 2010
Work like the Network for Shift 2010Work like the Network for Shift 2010
Work like the Network for Shift 2010Lane Becker
 
"Work like the Network" for the Social Business Summit 2010
"Work like the Network" for the Social Business Summit 2010"Work like the Network" for the Social Business Summit 2010
"Work like the Network" for the Social Business Summit 2010Lane Becker
 
Work like the Network for MX 2010
Work like the Network for MX 2010Work like the Network for MX 2010
Work like the Network for MX 2010Lane Becker
 
The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09
The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09
The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09Lane Becker
 
The New Customer Experience Landscape, CANUX 09
The New Customer Experience Landscape, CANUX 09The New Customer Experience Landscape, CANUX 09
The New Customer Experience Landscape, CANUX 09Lane Becker
 
Let's Get Engaged: The New Customer Service Landscape
Let's Get Engaged: The New Customer Service LandscapeLet's Get Engaged: The New Customer Service Landscape
Let's Get Engaged: The New Customer Service LandscapeLane Becker
 
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)Lane Becker
 
Work Like The Network, Defrag 2008
Work Like The Network, Defrag 2008Work Like The Network, Defrag 2008
Work Like The Network, Defrag 2008Lane Becker
 
Work like the Network
Work like the NetworkWork like the Network
Work like the NetworkLane Becker
 
By the time I finish this talk, everyone here will want to run a marathon
By the time I finish this talk, everyone here will want to run a marathonBy the time I finish this talk, everyone here will want to run a marathon
By the time I finish this talk, everyone here will want to run a marathonLane Becker
 

Mehr von Lane Becker (13)

Think Like an Entrepreneur for Citrix & BNET 04/13/11
Think Like an Entrepreneur for Citrix & BNET 04/13/11Think Like an Entrepreneur for Citrix & BNET 04/13/11
Think Like an Entrepreneur for Citrix & BNET 04/13/11
 
“You Break It, You Bought It” for Le Web à Québec
“You Break It, You Bought It” for Le Web à Québec“You Break It, You Bought It” for Le Web à Québec
“You Break It, You Bought It” for Le Web à Québec
 
Think Like An Entrepreneur (for GoToWebinar)
Think Like An Entrepreneur (for GoToWebinar)Think Like An Entrepreneur (for GoToWebinar)
Think Like An Entrepreneur (for GoToWebinar)
 
Work like the Network for Shift 2010
Work like the Network for Shift 2010Work like the Network for Shift 2010
Work like the Network for Shift 2010
 
"Work like the Network" for the Social Business Summit 2010
"Work like the Network" for the Social Business Summit 2010"Work like the Network" for the Social Business Summit 2010
"Work like the Network" for the Social Business Summit 2010
 
Work like the Network for MX 2010
Work like the Network for MX 2010Work like the Network for MX 2010
Work like the Network for MX 2010
 
The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09
The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09
The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09
 
The New Customer Experience Landscape, CANUX 09
The New Customer Experience Landscape, CANUX 09The New Customer Experience Landscape, CANUX 09
The New Customer Experience Landscape, CANUX 09
 
Let's Get Engaged: The New Customer Service Landscape
Let's Get Engaged: The New Customer Service LandscapeLet's Get Engaged: The New Customer Service Landscape
Let's Get Engaged: The New Customer Service Landscape
 
Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)Customer Service is the New Marketing (Next09, Hamburg)
Customer Service is the New Marketing (Next09, Hamburg)
 
Work Like The Network, Defrag 2008
Work Like The Network, Defrag 2008Work Like The Network, Defrag 2008
Work Like The Network, Defrag 2008
 
Work like the Network
Work like the NetworkWork like the Network
Work like the Network
 
By the time I finish this talk, everyone here will want to run a marathon
By the time I finish this talk, everyone here will want to run a marathonBy the time I finish this talk, everyone here will want to run a marathon
By the time I finish this talk, everyone here will want to run a marathon
 

Kürzlich hochgeladen

NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 

Kürzlich hochgeladen (20)

NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 

How to Inspire Word of Mouth through Customer Service

Hinweis der Redaktion

  1. There are many different types of gathering spaces for people online. Each one has its own set of social norms. What might be right for Digg may not be right for Flickr. slide: http://www.4chan.org/ Or, take 4chan/b/, the place where bad actors who've been kicked out of every other community go to bother each other. As you can see by the rules for their community, there basically are no rules. So what's right for them is definitely not okay pretty much anywhere else. In a support community, getting it wrong can be hazardous.
  2. Externally and internally. There are different ways to engage with your customer community. For some companies, it is a core support channel; for others, it may be peripheral. Whatever the case, be sure you set your expectations clearly for both your customers and your internal team.
  3. If we could only have one commandment, what would it be? In our experience, the one that matters most is to know your special purpose. Zappos core values http://about.zappos.com/our-unique-culture/zappos-core-values "The Tao of Timbuk2" http://www.timbuk2.com/wordpress_cms/customer-service/about/ What do we mean by this? We mean that you have a core set of values or even just one core value or mission that your whole company is bought in on and that you embody so fully it emanates out to your customers.
  4. It's the thing that makes you not just another widget creator or bag seller or software company or service provider. It's your reason for existence beyond just making money. It's from companies like this that communities emerge or are at least more easily created.
  5. At Get Satisfaction, our special purpose is to enable companies and customers to create meaningful relationships where before they only had transactions; And the way we go about doing this is by creating a safe, public space for companies and customers to come together, which breeds trust. It also makes everyday people feel empowered and makes them more willing participants in the life of the company whose products and services they use. Whatever you do, do it in a way that matters -- that's what creates community. No set of tactics or technologies can make up for the lack of having that. And it should be something that is second nature to everyone in the business, in such a clear way that it rubs off on your customers. And this special purpose should guide every interaction with your customers.
  6. There are many different types of gathering spaces for people online. Each one has its own set of social norms. What might be right for Digg may not be right for Flickr. slide: http://www.4chan.org/ Or, take 4chan/b/, the place where bad actors who've been kicked out of every other community go to bother each other. As you can see by the rules for their community, there basically are no rules. So what's right for them is definitely not okay pretty much anywhere else. In a support community, getting it wrong can be hazardous.
  7. Flickr's community guidelines are a great example of a clear and strong social contract and are a model that many communities follow.
  8. For instance: "Don't be creepy. You know that guy. Don't be that guy." Need to write your own community guidelines? Flickr is a good place to start: http://www.flickr.com/guidelines.gne
  9. At Get Satisfaction, we've worked to provide a social contract by way of our Community Guidelines and Company-Customer Pact. We know that asking companies to meet their customers in a Switzerland of sorts seems like it's asking for unilateral disarmament on the part of the companies. Which of course isn't fair when your customers might be showing up with hand grenades and semi-automatic weapons. So, we created the Company-Customer Pact, which calls for multilateral disarmament. For instance, if we're going to expect companies to work hard on the customer's behalf in public, we ask customers to cut them some slack as we know mistakes will get made along the way. It's a two-way street.
  10. Externally and internally. There are different ways to engage with your customer community. For some companies, it is a core support channel; for others, it may be peripheral. Whatever the case, be sure you set your expectations clearly for both your customers and your internal team.
  11. Establish an internal policy -- even an SLA -- for response. Here I want to make the point that if you're creating a community from the ground up, it may make sense to create a rapid-response policy at the beginning so people are more likely to participate. When they see active employee engagement, they themselves are more engaged. If done right, you create long-term, passionate community members. The magic of customer communities is that you can harness their natural engagement. And with every question you answer you're getting a broader value because this then creates a body of content that is both an additional draw for your customers and, over time, cuts down on a significant percentage of the more common issues and questions.
  12. Evolve your policy as the community grows. What works in the very beginning -- rapid response -- may not work later as you scale. If you've done your work to foster community and create engagement, your customers will be more and more likely to help each other.
  13. And when your policy is rapid response, always remember to do so only when there is no malice in your heart. If "that guy" is being an ass, take a breath or three. Even sleep on it. Or recuse yourself and ask someone else who is not emotionally invested to jump in.
  14. This isn't just about getting a volume of traffic but is about getting diversity of people. A diverse community is a healthy community. It's also about pulling in a wide variety of support sources to help your community. 
  15. Weave community throughout the user experience. http://everything.typepad.com/ If you want to engage your users, go where they're already engaged. Or where they're confused or having trouble. This could be through embedding widgets -- not just on your help page but on your product pages, home page, even your blog.
  16. Facebook... http://www.facebook.com/home.php#/nytimes?sid=5c10835ebdbf65984c2cdfd31149cf4e&ref=s
  17. This could also be through Twittering... http://twitter.com/mightyleaf
  18. Pull in subject matter experts inside and outside your company. Whole Foods: inviting the water buyer into a topic: http://getsatisfaction.com/wholefoods/topics/wonderful_water_wanted Here in the Whole Foods community, a customer was concerned about the quality of the plastic used in the bottles for their private-label water. The community manager sought out the one person within Whole Foods who is responsible for sourcing the bottles they use for their private label water, who then gave a very comprehensive answer.
  19. People will judge customer communities based on their ability to achieve their goal. Either they got what they came for, a reasonable proxy, or they got nothing. A support community is going to be a little more black and white than other kinds of communities. At Get Satisfaction, we've slimmed outcomes down to a few core ones: Questions and Answers, Problems and Solutions, Ideas and Implementation. These are the bread and butter of a support community. People will not always be able to get what they came for, so the experience of trying to get to those outcomes has to be satisfying in other ways.
  20. http://getsatisfaction.com/comcast/topics/is_comcast_capable_of_customer_service
  21. People are often surprised after ranting at Comcast when Frank Eliason or someone else from the ComcastCares team shows up, apologizes, and gets their issue dealt with right away.
  22. Don't be afraid to say I'm sorry. And don't be defensive. You can turn nasty conversations toward positive outcomes. This is a key moderation technique. From a customer community standpoint, it's one of the most important.
  23. "Help us help you" Now, not every angry customer scenario is going to turn around as this one did. Sometimes you need to come in and re-frame a conversation. Re-framing isn't saying "You can't criticize us" but rather, "Please do so in a constructive way. We invite open public conversation because we want to do a better job. In return you need to help us help you." So when you feel the temptation to censor, stop yourself and re-frame. If the customer refuses to shift the conversation toward a productive outcome, if they are obviously a person who can not be appeased and is not looking for a solution but rather just a venue to rant, then different rules may apply, which we'll get to in Commandment #8.
  24. Online reputation is made by countless public interactions around the web over the course of many years. Remember this with every interaction you engage in -- it all adds up to a picture of who you are and what you stand for to those who only know you virtually. 
  25. Discourage anonymity. Virtually all of the evils of online community can be traced back to people being anonymous. When they're anonymous, they feel no accountability for their actions. Now this isn't to say that people should be forced to use their real names, but some persistence of a persona makes a real difference.
  26. http://getsatisfaction.com/twitterfeed/topics/you_suck3 Anonymity can result in users like our friend "wouldn't you like to know" who says "You Suck! I've got an idea---why don't you take this thing and shove it. This is the worse thing we have ever dealt with on the internet." Lead by example by using your real name and your real voice.
  27. The fact is, community management isn't for the faint of heart, but if you're using a fake identity and are hiding from people, it doesn't breed an environment of trust. Accept personal responsibilities for your actions. Be authentic. Be human. Don't use corporate speak. Your customers will see right through that and you will undermine your authenticity with them.
  28. The fact is, community management isn't for the faint of heart, but if you're using a fake identity and are hiding from people, it doesn't breed an environment of trust. Accept personal responsibilities for your actions. Be authentic. Be human. Don't use corporate speak. Your customers will see right through that and you will undermine your authenticity with them.