Stop the paradox

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To move forward in word-of-mouth, companies need to stop the paradox: saying they care about clients, but in reality they don't care at all!

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Stop the Paradox Steven Van Belleghem -- @Steven_InSites @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48

Word-of-Mouth is growthdriver Word-of-Mouthjust happens @Steven_InSites #cm48

Word-of-Mouth is growthdriver 73% Word-of-Mouthjust happens 80% @Steven_InSites #cm48

Clienthappiness is important Client service is tooexpensive @Steven_InSites #cm48

% neverreplies to questions: 11%throughcustomer service 24%onbrandedsocial media 28%onsocial media @Steven_InSites #cm48

Everyclient is important Ifonly 500 clients are unhappy, well… @Steven_InSites #cm48

40% negative 7% negative @Steven_InSites #cm48

The paradox? 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

We say we care,but we don’t 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

2 simplequestions: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

How important are happy clients? @Steven_InSites #cm48 @Steven_InSites #cm48

Are youseriousaboutit? @Steven_InSites #cm48 @Steven_InSites #cm48

3 attitudes: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

How important are happy clients? Very important! Very open & positiveintentions! @Steven_InSites #cm48 @Steven_InSites #cm48

Are youseriousaboutit? NO! @Steven_InSites #cm48 @Steven_InSites #cm48

Happy clients Positive WOM Growth @Steven_InSites #cm48

Productdevelopment CO-CREATE Listening WOM strategy& policy Touchpoints experience Conversationson & offline

Reach: L - H Sentiment: neg - pos @Steven_InSites #cm48

64% consider keeping track of what consumers are saying a priority 2010

2010 20% Is tracking consumer conversations

Specific team listens Wholecompanylistens @Steven_InSites #cm48

80% 20% Specific team listens Wholecompanylistens @Steven_InSites #cm48

We are ALL listening Leads to higher business growth

40%of companies is NOT present onsocial media

Stop the Paradox @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48 @Steven_InSites #cm48

Productdevelopment CO-CREATE R&D Operations Listening Board, HR Legal, IT WOM strategy& policy Marketing Sales, Communication &IT Touchpoints experience Conversationson & offline Cust ServiceSales, channel, IT & operations

ConversationManager Strategic level Coördinates WOM implementation Facilitate WOM in all departments KPI setting & follow up @Steven_InSites #cm48

Productdevelopment CO-CREATIE ConvMgr ConvMgr Listening WOM strategy& policy Touchpoints experience Conversationson & offline ConvMgr

ConversationManager Strategic level Coördinates WOM implementation Facilitate WOM in all departments KPI setting & follow up HR mkt sales R&D legal Com Serv Listening Co-create Join fans @Steven_InSites #cm48

Finalidea… @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48 @Steven_InSites #cm48

Thank you!Download bookfromapp store #iPadFirst interactivemgmbook! “This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #CM48 @Steven_InSites

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2. Word-of-Mouth is growthdriver Word-of-Mouthjust happens @Steven_InSites #cm48

3. Word-of-Mouth is growthdriver 73% Word-of-Mouthjust happens 80% @Steven_InSites #cm48

4. @Steven_InSites #cm48

5. Clienthappiness is important Client service is tooexpensive @Steven_InSites #cm48

6. @Steven_InSites #cm48

7. % neverreplies to questions: 11%throughcustomer service 24%onbrandedsocial media 28%onsocial media @Steven_InSites #cm48

8. Everyclient is important Ifonly 500 clients are unhappy, well… @Steven_InSites #cm48

9. 40% negative 7% negative @Steven_InSites #cm48

10. The paradox? 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

11. We say we care,but we don’t 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

12. 2 simplequestions: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

13. How important are happy clients? @Steven_InSites #cm48 @Steven_InSites #cm48

14. Are youseriousaboutit? @Steven_InSites #cm48 @Steven_InSites #cm48

15. 3 attitudes: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

16.

17. @Steven_InSites #cm48

18.

19. 16% 77% 7% @Steven_InSites #cm48

20. How important are happy clients? Very important! Very open & positiveintentions! @Steven_InSites #cm48 @Steven_InSites #cm48

21. Are youseriousaboutit? NO! @Steven_InSites #cm48 @Steven_InSites #cm48

22. Only 1 option… 40% negative 7% negative

23. Happy clients Positive WOM Growth @Steven_InSites #cm48

24. Productdevelopment CO-CREATE Listening WOM strategy& policy Touchpoints experience Conversationson & offline

25. WOM strategy @Steven_InSites #cm48

26. Notanisland

27. Create context forsuccess

28. A policythatworks

29. 32%: policy in place

30. 42%: no interest

31. New KPIs

32. New KPIs: 38%

33. Reach: L - H Sentiment: neg - pos @Steven_InSites #cm48

34. As a manager As a brand As a peer Observe Facilitate/Co-create Join

35. As a manager As a brand As a peer Observe Facilitate/Co-create Join

36. 64% consider keeping track of what consumers are saying a priority 2010

37. 2010 20% Is tracking consumer conversations

38. Specific team listens Wholecompanylistens @Steven_InSites #cm48

39. 80% 20% Specific team listens Wholecompanylistens @Steven_InSites #cm48

40. We are ALL listening Leads to higher business growth

41. As a manager As a brand As a peer Observe Facilitate/Co-create Join

42. 20% has a community

43. Highergrowth 20% has a community

44. Co-Creation

45. As a manager As a brand As a peer Observe Facilitate/Co-create Join

46. 40%of companies is NOT present onsocial media

47. 20%of companies has a Twitter account

48.

49. Stop the Paradox @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48 @Steven_InSites #cm48

50. Productdevelopment CO-CREATE Listening WOM strategy& policy Touchpoints experience Conversationson & offline

51. Productdevelopment CO-CREATE R&D Operations Listening Board, HR Legal, IT WOM strategy& policy Marketing Sales, Communication &IT Touchpoints experience Conversationson & offline Cust ServiceSales, channel, IT & operations

52. ConversationManager Strategic level Coördinates WOM implementation Facilitate WOM in all departments KPI setting & follow up @Steven_InSites #cm48

53. Notanisland

54. Productdevelopment CO-CREATIE ConvMgr ConvMgr Listening WOM strategy& policy Touchpoints experience Conversationson & offline ConvMgr

55. ConversationManager Strategic level Coördinates WOM implementation Facilitate WOM in all departments KPI setting & follow up HR mkt sales R&D legal Com Serv Listening Co-create Join fans @Steven_InSites #cm48

56. Finalidea… @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48 @Steven_InSites #cm48

57. Consumer in the boardroom

58. CCO

59. Chiefconsumerofficer

60. Thank you!Download bookfromapp store #iPadFirst interactivemgmbook! “This is the new conventional wisdom. Use it or lose!” Seth Godin author Purple cow Good luck! Questions, feedback, remarks: Steven@InSites.eu Follow me: @Steven_InSites Join me on LinkedIn www.theconversationmanager.com #CM48 @Steven_InSites

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