Int. Marketing CRM
? Who ever worked in a call center?
How I started working in
Customer Satisfaction!
How I started working in
Customer Service!
You should totally work in CRM Steven
Once upon a time when I was a student...
You should totally work in a call center Steven
Once upon a time when I was a student...
There is no better place to understand marketing
Once upon a time when I was a student...
Thats right but
WRONG
Thats right but
WRONG
The job interview!
The job interview
Job requirements:
Job requirements: Follows procedures
Job requirements: Follows procedures
Job requirements: Follows procedures
Understands customers
Job requirements: Follows procedures
Understands customers
Job requirements: Follows procedures
Understands customers
No personal input
Job requirements: Follows procedures
Understands customers
No personal input
Job requirements: Follows procedures
Understands customers
No personal input
Agrees time = money
Job requirements: Follows procedures
Understands customers
No personal input
Agrees time = money
Eric,
we found the
perfect guy!
J
? Did you ever try contacting a call center?
3 reasons
why getting into
Mordor is easier...
than getting into a
Call center
3 reasons
why getting into
Mordor is easier...
Mordor Call Center
Mordor Call Center
1. Do you know who you are dealing with?
Mordor Call Center
Sauron
If websites were honest
If websites were honest
If websites were honest
Stop using these!
If websites were honest
Use a real
person!
Mordor Call Center
Sauron No idea
5 minutes
of New Age music!
(arghh!)
Mordor Call Center
Sauron No idea
2. Which department is responsible?
Mordor Call Center
Sauron No idea
Mount doom
10 minutes
of more New Age music!
(please kill me )
Mordor Call Center
Sauron No idea
Mount doom No idea
Mordor Call Center
Sauron No idea
Mount doom No idea
3. What do you need for your quest?
Mordor Call Center
Sauron No idea
Mount doom No idea
The Ring
Mordor Call Center
Sauron No idea
Mount doom No idea
The Ring Name, age, client ID, birth date, product code, purchase date, dogs name, favorite unicorn color ...
? Which quality of customer service did Sheldon show?
Talking
Listening
The best marketer I ever met in my life...
? Why was he so successful?
The elderly are the main target group
of Robert.
Roberts service:
Roberts service:
He remembers about
his clients.
Roberts service:
He remembers about
his clients preferences.
Roberts service:
He remembers about
his clients preferences.
He dedicates time to
helping his clients.
Roberts service:
He remembers about
his clients preferences.
He dedicates time to
helping his clients.
Client = equity.
? Who likes Japanese Food?
? Who likes Japanese Food? (If you do not raise your hand it means you did not try Japanese food)
Meet Ira, the best
waitress ever
Meet Ira, the best
waitress ever
Why Ira is amazing:
Why Ira is amazing:
Her smile can end
wars between nations.
Why Ira is amazing:
Her smile can end
wars between nations.
She takes care of
her clients.
Why Ira is amazing:
Her smile can end
wars between nations.
She takes care of
her clients.
She likes her job.
Exam question
13
Meet Tony Hsieh,
CEO of online shoe
retailer Zappos
The business model
The business model
Free shipping.
The business model
Free shipping.
Free returns.
The business model
Free shipping.
Free returns.
365 days returns.
The business model
Free shipping.
Free returns.
365 days returns.
75% sales from
repeat customers.
The customer service is
located on the highest !oor of the building.
... and the CEO sits right in
the middle of it.
Human resources
Human resources
Seeking cultural fit.
Human resources
Seeking cultural fit.
1 month training
Human resources
Seeking cultural fit.
1 month training
focused on culture.
Human resources
Seeking cultural fit.
1 month training
focused on culture.
$ 3000 as a bribe
to quit the job.
Empowered employees
= Motivated employees.
Employee motivation
Employee motivation
Give people a voice.
Employee motivation
Assign responsibility.
Give people a voice.
Employee motivation
Assign responsibility.
Allocate a budget.
Give people a voice.
Employee motivation
Assign responsibility.
Allocate a budget.
Give people a voice.
Allow people to be as they are.
Welcome to the call center,
where everybody is unique.
Delivering Happiness
Tony Hsieh
Treat others like you
want to be treated.
? Why do we want satis"ed customers?
Satisfied customers are loyal
customers
Loyalty Steven, satisfied customers, thats the thing
What they tell you it is all about ...
Money, money, money !
What it is really all about ...
= f
Exam question
14
Bad profits
Good profits
The balance sheet does not
differ good profits from bad
profits.
Salesmen are accountable for
their result.
Salesmen are accountable for
their result.
Not for how they reach it.
Who is accountable for the increase in
hold times and customer
frustration?
How I made bad profits at the
Call !Center!
Clients are often trapped in a contract
and find it hard to terminate it.
Low-cost airlines charge extra costs for overweight or
oversized luggage.
and even up to 40 euro for checking in at
the airport.
Bad profits extract value
from customers instead of
creating value.
New customers
Existing customers
New customers
Existing customers
Retention is the new acquisition
5% increase customer retention
100% increase in pro"ts
5% increase customer retention
100% increase in pro"ts
Exam question
15
Most surveys are too long
and waste the time of the consumer.
They often get lost as a report
in a archive, instead of changing behavior.
Most surveys anonymous,
making it impossible to
close the loop.
The decision makers often do
not fill out the survey, usually in a B2B context.
The surveys are written in the
language of the researcher
instead of the customer.
The results are easily gamed and manipulated to make the reality look better than it is.
Exam question
16
Say hello to NPS
the new way to manage client
satisfaction.
Net Promoter Score
On a zero-to-ten scale, how likely is it that you would recommend
us to a friend or colleague?
On a zero-to-ten scale, how likely is it that you would recommend
us to a friend or colleague?
On a zero-to-ten scale, how likely is it that you would recommend
us to a friend or colleague?
What is the reason for your score?
What is the reason for your score?
0 1 2 3 4 5 6 7 8 9
On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
10
0 1 2 3 4 5 6 7 8 9
On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
J
10
A client has to think he is
offered superior value in terms of
price, quality, functionality ...
Clients must also feel good about
their relation with the company and feel understood.
Do what you do so well, that people cant resist telling others about you.
- Walt Disney
80% J referrals
Your most loyal clients can be an invaluable source for research
and development.
The product everybody
loves
...or hates
The product everybody
loves
...or hates
Marmite values their
fans by inviting them to an
exclusive club.
0 1 2 3 4 5 6 7 8 9 10
On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
K
0 1 2 3 4 5 6 7 8 9 10
On a zero-to-ten scale, how likely is it that you would recommend us to a friend or colleague?
L
Your most unhappy customers are your greatest source of
learning
Bill Gates
By reporting many problems they drive
up service costs.
They bad mouth to friends, family, colleagues, acquaintances anyone who will listen, sometimes including journalists, regulators and legislators
They bad mouth to friends, family, colleagues, acquaintances anyone who will listen, sometimes including journalists, regulators and legislators
80% L referrals
NPS = J % - L %
Harley-Davidson
Amazon
E-bay
Apple
Dell
81%
73%
71%
66%
50%
Relative NPS
0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%
0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%
Competitor range
Competitor range
Market average
NPS
0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%
Competitor range
Market average
NPS
0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%
Lead
Competitor range
Market average
NPS
0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%
Middle
Competitor range
Market average
NPS
0% -10% -20% -30% -40% -60% -50% 10% 20% 30% 40% 50% 60%
Lag
10%
5%
0%
-5%
Philips growth minus average competitor growth in the market
8%
2%
-5%
10%
5%
0%
-5%
Philips growth minus average competitor growth in the market
Philips leads
8%
10%
5%
0%
-5%
Philips growth minus average competitor growth in the market
Philips leads Middle of the pack
8%
2%
10%
5%
0%
-5%
Philips growth minus average competitor growth in the market
Philips leads Middle of the pack Philips lags
8%
2%
-5%
Customer lifetime
value
2013 + 2014 + 2015 2070
2013 + 2014 + 2015 2070
= CLV
2013 2070
>
J CLV
K CLV
L CLV
Exam question
17
1. Detractors generally defect at higher rates than promoters
2. Promoters are usually less price
sensitive than other customers.
3. Promoters have a higher
annual spend.
4. Detractors consume more customer-service resources.
5. Promoters are responsible for up to 80% of the positive
word of mouth.
What is the real
value of word-of-mouth?
Average consumer
value $210
WoM customers
25%
Promoter comments
40 million
WoM
25% through referral
WoM
25% from 4 million customers
WoM
1 million customers (WoM)
WoM
1 million customers (WoM)
$ 210
WoM
1 million customers (WoM)
$ 210 x 1 million
WoM
1 million customers (WoM)
$ 210 million
WoM
1 million customers (WoM)
$ 210 million
40 million comments
WoM
1 million customers (WoM)
$ 210 million
$ 210 million / 40 million
WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25
WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25
$ 5.25 x 8
WoM
1 million customers (WoM)
$ 210 million
WoM = $ 5.25
WoM = $ 42 (yearly)
value promoter
$128
Average consumer
value $210
Total value promoter
$328
# J to neutralize 1 L?
WoM
5 J to neutralize 1 L
WoM
5 J to neutralize 1 L
# L yearly? WoM
5 J to neutralize 1 L
4 L yearly WoM
5 J to neutralize 1 L
4 L yearly
(5 x 4) x $5.25
WoM
5 J to neutralize 1 L
4 L yearly
WoM cost = - $105
WoM
5 J to neutralize 1 L
4 L yearly
WoM cost = - $105
- Cost to serve
WoM
value detractor
-$267
Average consumer
value $210
Total value detractor
-$57
The Ultimate Question 2.0
Fred
Reichheld
Awareness
Knowledge
Liking
Preference
Conviction
Client
Client
Relationship
Satisfaction
Activation
Promoters
Flip the Funnel
Joseph
Jaffe
Word-of-mouth isnt
something new, people have always been talking.
Web Informative
Web Social
Politician 29%
CEO 54%
Politician 29%
Journalist 59%
CEO 54%
Politician 29%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%
Doctor 85%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%
Peer 88%
Doctor 85%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%
Web Semantic
Your future fridge will tell you when you
are running out of beer.
Exam question
18
Post modernistic
nomad
Impact
Emotion
Part-time marketer
Offline behaviour =
Online behaviour
Post modernistic
nomad
Impact
Emotion
Part-time marketer
132
132
162
Post modernistic
nomad
Impact
Emotion
Part-time marketer
weekly status
update 40%
Facebook users
Post modernistic
nomad
Impact
Emotion
Part-time marketer
Feedback 64%
Feedback 64%
Product development 53%
Feedback 64%
Product development 53%
Campaign 45%
Conversation Management
Brand
Ac)va)on
Conversa)on
Brand
Ac)va)on
Conversa)on
Furious Heinz fans forced the
company to revert to the old
recipe.
Some people keep bottles of
expensive water, re"ll
with tap water for guests.
... or go on fake holidays
Brand
Ac)va)on
Conversa)on
Pro"le
Content Motivation
Brand
Ac)va)on
Conversa)on
Exam question
19
Observe
As a manager
Observe
As a manager
Facilitate
As a brand
Observe
As a manager
Facilitate
As a brand
Participate
As yourself
Dont feed the
trolls.
(Really, dont.)
The Conversation
Manager
Steven Van Belleghem