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Polle de Maagt @polledemaagt Service is sales. Why service management is the single most important thing. Ever. @polledemaagt for Heliview Service Management Conference Ede.

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Polle de Maagt @polledemaagt Yep. I know I look like 18. But I’m actually 29. Most old people tell me I will be happy with them when I’m 50. I doubt that. Polle de Maagt. Changing companies to be more about acts, less about ads. The reason to move to Gent The love of my life. What better reason is there?!

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Polle de Maagt @polledemaagt Currently, I do long term digital (and social) strategy for Global EU NL/Global Global

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Polle de Maagt @polledemaagt Sorry, I only have 25 minutes.

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Polle de Maagt @polledemaagt I won’t insult you by taking you through this slide.

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Polle de Maagt @polledemaagt KLM Surprise

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Polle de Maagt @polledemaagt Dude, where’s my suitcase?! The suitcase-principle: you can do all the cool social business stuff you want, but if you don’t get the basics straight, you’re lost.

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Sorry ... what?! And what if your service breaks down for the second time in a month?People are fed up with technology gimmicks.People are fed up with ads and demand acts.

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Polle de Maagt @polledemaagt It’s all about managing expectations. Over-the-top-delivery Feeds negative conversations Over-delivery Feeds positive conversations Expectations level Delivery Set by pricing, brand, communications, No reason for conversations previous experience, hearsay Under-delivery Feeds negative conversations

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Polle de Maagt @polledemaagt Three things I want to talk about today. Prove that service is sales. Build upon your unused potential. Do stuff worth sharing. Service isn’t ‘extra’, it’s everything. Don’t do things that aren’t natural to you. Do stuff that’s drives advocacy and is worth Do small experiments and see what works. paying for.

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Polle de Maagt @polledemaagt Would this work? Would this make a difference in their tips? For me, it all started with this bill. Yep. I should treat my nails better.

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Polle de Maagt @polledemaagt Business from a 365 day return policy. Zappos’ 365 day return policy serves a double purpose: it’s yet another (communication) proof of their dedication to customer service and it’s a great way to increase the sales per client. The basic idea: Zappos hacks the default option, consumers are more likely to do nothing if they have the choice. Emotional Low threshold to commitment order The majority of“Well, if I don’t like it, I can always return it”. consumers feels a responsibility towards - but - the company to not return the products on High threshold to the 364th day. returnYes, you can return, but it’s always easier to choose the default option, not doing anything and just keeping the product. Results? In general, the return policy makes consumers order and buy 150% more.

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More than 50 dedicated employees. A 1h response & 24h solution 24/7 service in 4 world languages (soon more)

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Polle de Maagt @polledemaagt Three things I want to talk about today. Prove that service is sales. Build upon your unused potential. Do stuff worth sharing. Service isn’t ‘extra’, it’s everything. Don’t do things that aren’t natural to you. Do stuff that’s drives advocacy and is worth Do small experiments and see what works. paying for.

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Polle de Maagt @polledemaagt The Twitter case for physicians. My physician in Merelbeke (Gent, Belgium), Karim De Boever, uses Twitter. To express his ideas, to show the photos he makes but above all, to stay in contact with his clients. It gives a personal touch to the client- physician interactions but, above all, it makes his clients happier.A closed account Physicians walk athin line when they Direct messages engage via social Direct messages are media. Their oath, a great way to keepbut in general, client a pulse on clients. privacy, restricts their possibilities. Effect? It is a well-known fact that the more time a doctor spends with his patients, the happier (and healthier!) they are.

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Polle de Maagt @polledemaagt Social media in Zeyn restaurant. Work with what you have. Experiment. ‘Forced’ kindness. Check the material you’re working with. Find the things that don’t work. Test your Changing a company to be more about hunches. social isn’t always easy.

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Polle de Maagt @polledemaagt Puratos makes bakery ingredients. Co-creating new products with Using their signatures and out-of- Employees so dedicated, that they both clients, endconsumers and office replies to tell corporate have a tattoo. suppliers. stories.

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Polle de Maagt @polledemaagt Three things I want to talk about today. Prove that service is sales. Build upon your unused potential. Do stuff worth sharing. Service isn’t ‘extra’, it’s everything. Don’t do things that aren’t natural to you. Do stuff that’s drives advocacy and is worth Do small experiments and see what works. paying for.

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Polle de Maagt @polledemaagt Gift-wrap sales promotions. “Oslo? 20% off if you “We think you should see book now!” the northern light at least once in your life” That’s why you get a 10% discount flying to Norway. That is gift-wrapping your offering. Make sales promotions so that they prove your brand and are conversation-worthy.Photo: B_Olsen (Flickr)

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Polle de Maagt @polledemaagt ] Owner Eduardo asks every client to leave a testimonial. At tripadvisor.com, the main source for tourists to find a hotel or B&B. Bed & Breakfast with social media impact. The result? Il Giglio d’Oro was the no 1 B&B in Italy and no 7 in Europe.

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Polle de Maagt @polledemaagt

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Polle de Maagt @polledemaagt The ‘multi-dimensional return on service. Client-facing KLM Surprise ‘Thank you’ Zappos’ 365 free return Indirect Return Direct Return Employee ideas KLM Web Relations Employee happiness Company-facing

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Polle de Maagt @polledemaagt Create momentum. Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn. Expert Conversion Metrics & Intermediate Sensibilisation Reporting Novice Start

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Polle de Maagt @polledemaagt Example: KLM onboard service evolution. From social media to a social business. 2010 2010-2011 2011-2012 2012-2013 Social campaigns Social service Social Products A true social business Social seating, booking and sales Can you guess what’s next?

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Polle de Maagt @polledemaagt My niece Marilien.She is finding the 10.000 ways that don’t work. Stumbles and falls. And gets up again. And this is one of them. Feeding fluffy mini- Bumba’s ... #fail. Find the 10.000 ways that don’t work.

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Polle de Maagt @polledemaagt 48 Help me change companies. Act yourself. Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.

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Polle de Maagt @polledemaagt Thank you. I hope you liked it. @polledemaagt / polle@polledemaagt.com / polledemaagt.com Download the presentation at http://polle.me/PolleforHeliview (and please, give me a nice speaker rating)