"Service is sales. Why service management is the single most important thing. Ever." for Heliview Service Management Conference

Service is sales.Why service management is the single most important thing. Ever.

@polledemaagt for Heliview Service Management Conference Ede.

Polle de Maagt @polledemaagt

Polle de Maagt.The reason to move to GentThe love of my life. What better

reason is there?!

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.

Changing companies to be more about acts, less about ads.



Currently, I do long term digital (and social) strategy for

Global EU NL/Global Global

Sorry, I only have 25 minutes.



I won’t insult you by taking you through this slide.


KLM Surprise

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.

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.

It’s all about managing expectations.


Over-the-top-deliveryFeeds negative conversations

Over-deliveryFeeds positive conversations

Under-deliveryFeeds negative conversations

DeliveryNo reason for conversations

Expectations levelSet by pricing, brand, communications, previous experience, hearsay

Three things I want to talk about today.


Prove that service is sales.

Service isn’t ‘extra’, it’s everything.

Build upon your unused potential.

Don’t do things that aren’t natural to you. Do small experiments and see what works.

Do stuff worth sharing.

Do stuff that’s drives advocacy and is worth paying for.

For me, it all started with this bill.

Would this work?Would this make a difference

in their tips?

Yep.I should treat my nails better.


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.

Business from a 365 day return policy.

Low threshold to order

“Well, if I don’t like it, I can always return it”.

- but -

High threshold to return

Yes, 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.


Emotional commitmentThe majority of

consumers feels a responsibility towards

the company to not return the products on

the 364th day.

More than 50 dedicated employees.A 1h response & 24h solution

24/7 service in 4 world languages(soon more)









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.

The Twitter case for physicians.

A closed accountPhysicians walk a

thin line when they engage via social

media. Their oath, but in general, client

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.


Direct messagesDirect messages are a great way to keep a pulse on clients.

Social media in Zeyn restaurant.


Work with what you have.

Check the material you’re working with.

Experiment.

Find the things that don’t work. Test your hunches.

‘Forced’ kindness.

Changing a company to be more about social isn’t always easy.

Puratos makes bakery ingredients.

Co-creating new products with both clients, endconsumers and

suppliers.

Using their signatures and out-of-office replies to tell corporate

stories.

Employees so dedicated, that they have a tattoo.










Gift-wrap sales promotions.

“Oslo? 20% off if you book now!”

Photo: B_Olsen (Flickr)

“We think you should see 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.

http://www.flickr.com/photos/b_olsen/

http://www.flickr.com/photos/b_olsen/

Bed & Breakfast with social media impact.

Owner Eduardo asks every client to leave a testimonial.

At tripadvisor.com, the main source for tourists to find a hotel or B&B.

]

The result?Il Giglio d’Oro was the no 1 B&B in

Italy and no 7 in Europe.



The ‘multi-dimensional' return on service.

Indirect Return Direct Return

Company-facing

Client-facing


KLM Web Relations

KLM Surprise ‘Thank you’

Zappos’ 365 free return

Employee happiness

Employee ideas

Create momentum.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.


Intermediate

Novice

Start

Expert

Sensibilisation Conversion Metrics &Reporting

Example: KLM onboard service evolution.

2010Social campaigns

From social media to a social business.

2010-2011Social service

2011-2012Social Products

Social seating, booking and sales

2012-2013A true social business

Can you guess what’s next?


Find the 10.000 ways that don’t work.

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.


48Help 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.


Thank you. I hope you liked it.@polledemaagt / [email protected] / polledemaagt.com

Download the presentation at http://polle.me/PolleforHeliview

(and please, give me a nice speaker rating)


mailto:[email protected]

mailto:[email protected]

http://polle.me/TSC12polle




