How marketing & customer service can work together

•

3 recomendaciones•578 vistas

Martin Hill-Wilson

Explores how Customer Service & Marketing can practically work toegther and better serve today's social customer

Empresariales Educación

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Instant Poll
On The Same Page?
Different Universes?

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Customers Now Walk
Through The Silos

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Conclusion?
It’s Becoming A Joint Effort

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

one

agenda

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Action #1

Develop
A Common View
Of Your Customers
one

Experiences

Lifecycle
agenda

Journeys
How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Action #2

Do
Joint
Business Planning
one

Dashboards
Goals
agenda

Progress
How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Action #3
Merge
Customer Analytics

one

Collaboration
Insights
agenda

Engagement
How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Nice Theory MHW
What does that
look like?

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

New Workflows

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Customer Communities

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Tap Into Customer
Creativity

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Encourage User Generated
Content

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Generate Engagement &
Mutual Learning

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Evolve Into Broader
Communication Strategies

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

What themes are starting to emerge?

Customer Service Today And Tomorrow
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Marketing & Customer Service can align
emerge?

Customer Service Today And Tomorrow
LOTS 18
A BrainFood Product © BridgeHouseConsulting Ltd 2011

Thank You
Making Contact

How Marketing & Customer Service Can Work Together
A BrainFood Product © BridgeHouseConsulting Ltd 2011

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We help clients in practical and cost effective ways to define, measure and deliver a differentiated customer experience. Xperience Associates has worked with clients in industry sectors to implement successful customer experience transformation programmes into over 30 countries. Having stood in client shoes we understand both the opportunity and the challenges. Our proven recipes enable clients to move faster and implement a consistent approach across markets: 1. Define - a compelling customer programme and a roadmap to achieve it 2. Engage - stakeholders at all levels 3. Measure - how customers and partners rate your brand experience 4. Improve - what matters most to customers, grow advocacy + your business At Xperience Associates we believe if you create a great experience, you’ll keep more existing customers and attract new ones through word of mouth.

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SHOULD I DEVIATE FROM MY BUSINESS PLAN? This can be a tricky line to tread, between being flexible enough to adapt your business plan and grow when new opportunities come along, and being careful not to spread yourself too thin were you should deviate from the business plan. You don’t want to commit to new projects for which you aren’t prepared and run the risk of the project not being profitable, or worse, not delivering on the project. I encountered the same issue when you made contact with a potential client who had a massive project in the works. The project itself was outside of our core competencies at the time – it was something that we could do, but that we did not at that stage have the infrastructure in place to support. Although I was sure tempted to try and quickly upscale the operations to take on the project, I decided in the end that it was best for new projects to let the project pass and to concentrate on growing organically. The client will appreciated the honesty and will stay in touch, and now, a few years down the line, we need to have the infrastructure in place and are talking again about taking on their project. This was the experience – you need to say this will be the best choice in every scenario, but it holds true that the best thing you can do is to look realistically at both your capacity to complete a contract that may be outside your business plan, and the benefits of taking such a contract on. If your service or product truly has a unique selling point, then you will always have a niche audience and can reduce the risk of being side-lined by not taking on contracts for which you’re not particularly suited. And while big money value contracts are of course the most tempting – and useful for your businesses’ growth – don’t discount the smaller contracts which may force your business to grow in unexpected ways that can be beneficial down the line.

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