COMPLAINTS…

The Social Science of Complaining

3 waves of digital transformation

1995+musicphotographyvideo rental…

2010+print mediatvtravel…

2015+retailhealthcareautomotiveeducation…

…

Source: Digital Transformation, a model to master digital disruption (Caudron, Van Peteghem, 2014)

How and through which channels?

3 out of 4 belgians outed complaints against a company (Fl-Wall)

58% via email 33% via phone 25% via website company

5,9% via Social Media (Facebook, Twitter, Linkedin, Google+, …)

Youngsters (15-24yr): 18% Young adults (25-34yr): 14%

Why through social media?

42% expect a quicker RESPONSE

Complaining via Social Media … on the rise!

38% want more people to see their complaint

33% expect the problem to be SOLVED faster

FRANK’S ROADMAP TO DIGITAL LOYALTY

Don’t try this at home

Content

1. Disclaimer

2. Lessons learned

3. Which communication tools do we use

4. Mobile Vikings offline

5. Falling in love is easy, stay in love …

6. Be authentic

Disclaimer

WhyNot

?

What is different with the Mobile Vikings …

- Targets 18-35 year

- MV are data-user = used to social media

- Our growth objective is limited

- We started on social media as main communication tool !

Lessons learned

Lessons learnedCreate connection with your customer

Speed is everything

Transparent

Involve the community

Real people with passion

Lessonslearned

Create connection

But always give correct information

Be transparent

Involve the community

Work with real people (passion)

Which communication tools do we use

Telephone

Email

Twitter

Blog

Mobile Application

Telephone is not old school

Email is still very popular

Twitter is a very important tool and has to be handled with care

Facebook is the most popular tool to communicate with our Mobile Vikings

Blog is important for the fans

Mobile Application : a new communication and a tool for the future

We receive almost no letters from our Mobile Vikings

What do we do offline

Love and hate

Falling in love is easyBut staying in love Is very SPECIAL

(Anon)

Be authentic

THANK YOUFrank BekkersEvangelist and Co-Founder from Mobile Vikings

@Flatfrank+32 487 40 40 80Frank.bekkers@mobilevikings.com