Customer Experience and Service Innovation 2010, 3rd August 2010 - Session Six
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The document discusses how companies can use social media to build connections with customers and exceed their expectations. It recommends that companies monitor online conversations to better understand customer needs and feedback, then use that intelligence to provide unexpected personalized experiences for customers. The document also stresses that social media policies are needed to guide appropriate employee engagement with customers online.
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Customer Experience and Service Innovation 2010, 3rd August 2010 - Session Six
- 1. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ Bridging the gap between you & your customers Crafting personal connections with your customers Achieve mutual understanding between you & your customers
- 3. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ What's after Consistent Quality Service? Exceeding expectations through intelligent use of Social Media! Hyper-Connectivity How are you different?
- 4. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ Randomness in Action! Let your customers experience the unexpected...
- 5. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ Customer Intelligence & Feedback You're the Secret Agent!
- 7. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ Customer Monitoring in Action! Time spent: Less than 5 minutes! ROI: USD 700
- 8. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ Customer Monitoring in Action! Time spent: Less than a minute! ROI: USD 50
- 12. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ Moving Forward... Augmented Reality (AR) is essentially the fusion of real and virtual reality, where graphic objects are blended into real footage in real time.
- 13. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/ Moving Forward... China had 155 million mobile Internet users in June 2009. Phone Count predicts that by 2012 there will be as many connected mobile phones as there are people in the world.
- 14. LinkedIn: http://ae.linkedin.com/in/martinkubler Twitter: @iconsulthotels Email: info@martinkubler.com [email_address] I am currently employed by the Bonnington Jumeirah Lakes Towers, Dubai. None of the contributions or materials used during this conference represent the views or opinions of the Bonnington Jumeirah Lakes Towers or other Bonnington Group companies and brands. No intellectual property or data belonging to the Bonnington JLT or other Bonnington Group companies and brands is shared or will be shared in my talks & contributions to this conference. Martin Kubler FIH - www.martinkubler.com - www.martinkubler.com/270669/
Notas del editor
- Work in hotels Main passions at work since long: Customer Service, Training, Building Customer Focused Teams -> Investors in People, Hospitality Assured Got into Social Media relatively late Bonnington Dubai -> Opening etc. Now recognised as one of the leading users of Social Media amongst hotels in the Middle East Consult in my spare-time: Other companies and organisations inc. charities, hospitals, recruitment companies
- What you define as “high level of CQS” is to some extend up to you -> Be honest! Not talking about using Social Media as part of service recovery -> Social Media has an important part to play in service recovery, but this is not the focus today. Anybody looking to Social Media as a quick fix for service or image problems -> I'm not your man. Confidence -> Your organisation as a whole should be reasonably confident of the service your provide (on all levels). -> Why this is important? Later!
- What is hyper-connectivity? Unlike e-mail or a basic SMS message, hyper-connected users share information via services which are not just one-to-one; messages are "one-to-many", broadcasted via the web, on multiple sites, and on mobile devices. Result of faster Internet connections, cheaper Internet access, increase in mobile devices. The new services, such as Twitter, are mostly ambient, not disruptive services The Internet also means that your organisation now has most likely many more competitors than previously -> How are you different? How do you distinguish yourself from your competition? How do you gain market share in a crowded marketplace? Exceeding expectations: Seemingly randomly offering over the top service -> Particularly effective for new customers. Why is randomness so important -> It makes people happy! Example: You find $50 on your way to work.
- Randomness creates positive surprises... Positive surprises are likely to trigger positive word of mouth advertising... People are busy, hyper-connected, have no time -> You need to create an experience that really stands out! You need to surprise you customers! Will attract new customers, will keep existing customers -> Where shall we go tonight? Let's try that place again we liked last time!
- Listen! In order to have something worthwhile to listen to -> You need to engage! Social Media is Social! Session 1 yesterday -> Steve used the iceberg analogy Social Media helps you to look deeper -> See more of the iceberg! One of the biggest advantages: You can gather data in your own time, sometimes even automatically -> Social Media does not rely on customers contacting you directly!
- You want to capture Social Media savvy customers -> They are the ones that will spread the word!
- Corporate Social Media policies should assist employees in representing your company in the social web... Carry over your company's brand/reputation/appearance standards into the online world as much as that is possible (Not always possible -> More later!): Simple things like LinkedIn profiles But also guidelines on what can and cannot be shared...
- Confidence – Mentioned earlier on. Your organisation as a whole should be reasonably confident of the service your provide (on all levels). -> Why this is important? Because customers will try and blackmail you through Social Media -> TripAdvisor example. Do not let customers scare you! The best way to counter this, is to have a good social media presence, engage with your customers online, build “online brand ambassadors” (Bonnington example of TA comment “Give the hotel a break!”) Involve employees from a variety of different departments! Helps to keep things real and avoids too many marketing message going out! Give them backup: Same authority online as offline to look after customers; guidelines; boundaries. Sky TV example for data gathering! Degree of chaos: Things may go viral; spelling mistakes (your customers make them, too!); general somewhat unpredictable