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Today’s Agenda
›Bluewolf: Marketing & Customer Service – The Customer Engagement Power Couple
›Salesforce.com: Transforming into a “Category of One” Organisation
›IPC Media: Consumer Obsession at Womans’ Weekly
›Presenters
Mark Pacey
Director, Bluewolf
Tyson Brown
Service Cloud
Manager,
Salesforce.com
Simon Denny
Affiliate Director,
IPC Media
60% of the purchasing decision is made before speaking with a human
Source: Corporate Executive Board
Leading organisations are not only measuring the time and cost it takes to service a customer, but their customer's overall engagement with their brand.
Social as a Service Channel
Profile of a Customer-Obsessed Enterprise
Everyone owns the customer, and someone always owns the moment
Know what your customers want before they do — and act on it
Customers are people,not transactions
Deliver Truly Innovative Customer Experiences with Service Cloud
Bluewolf Breakfast BriefingJanuary 30th 2014
Tyson BrownSalesforce.com Service Cloud
/tysonjbrown
@tysonjbrown
in/tysonjbrown
3 Rules – ‘Category of One’ companies
1. Know more about your customer than anyone else does
2. Get closer to the customer than anyone else
3. Emotionally connect with the customer better than anyone else
And Most Companies Don’t Know Their Customers
of companies lack an in-depth understanding of their customers
66%
IBM Study of 1,700 CMOs“From Stretched to Strengthened”
TodayMobile
100x1x 1,000x10x
1980sPhone
1990sMulti-Channel
Web Self-service
Expectations of Customer Service Have Changed
2000sSocial
Is Your Service Built for the Social and Mobile Era?
Can your customers connect with you
anytime, anywhere?
Do your agents have tools to respond quickly and
make customers happy?
Do your managers have the right data to
make the best decisions?
Introducing the #1 Customer Service Solution
AgentCollaboratio
n
Motivate &
PerformSocial
Transform Your Customer Service with Service Cloud
Delight Your Customers Everywhere
Turn Your Agents into Champions
Help Your Managers Make Informed Decisions
Phone & Email Communiti
es
Agent Console
Knowledge
Base
Analytics MobileWeb Self-service
Decrease in Support Costs
35%+37%
CustomerRetention
+34%
Faster Case Resolution
Helping Customers Succeed Across All Metrics
Agent Productivity
+40%
Average Percentage Improvements Reported by CustomersSource: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party, Confirmit Inc., on 5,200+ customers randomly selected. Response sizes per question vary.
+37%Customer
Satisfaction
Content across 3rd party sites
Facebook – 6.5k Friends
WW Shop delivers the highest sales volumes in IPC
Twitter – 1.2k followers
Pinterest – NEW for Summer 2013
WW Fiction on Kindle – over 3k downloads YTD
All WW issues available on iPad, Kindle Fire, Nook & Zinio
– over 5k downloads YTD
CAMPAIGNS
SHOP
ONLINE PRINT
SOCIAL MEDIA
Woman’s Weekly Live – 10k visitors in launch year
Fiction Workshops – 6 dates sold out in 2013
EVENTS & COURSES
Specials Series selling over 100k copies per month
The UK’s best selling magazine for mature women – 638k readers every week
NEW Book Series launching Autumn 2013
Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand
Highly engaged website audience - 68k UU and
1.7m PI per monthKnitting, Craft & Cookery workshops
planned for 2014
DIGITAL EDITIONS
Communication & Contact Strategy› Contact strategy:
› Who, where, when & how often
› Communication strategy:› What do we say & why are we saying it
› Communications triggered by events & behaviors:› Welcome program
› Refer a friend
› Cross & up sell
› Pending lapsed
› Lapsed & win back
› Customer service & satisfaction
› Delivered via relevant channels:
Segmentation examples:• Based on lifetime & average value• Transactional behaviour: First time, average value• Recency & frequency of use• Demographic• Lifecycle behaviour: when do they lapse?• Engagement of communications!
The Aim: From Zero to Advocate
Browser Intender Purchaser Subscriber Advocate
• Subscribe to our magazines
• Subscribe to our clubs:− Knitting− Craft− Gardening
• Support & access to expert help
• Cookie profiling
• Increment data capture
• Targeted comms
• Ongoing data enrichment (browsing behaviour, survey questions & feedback)
• Tailored content & promotional messages
• Rewards for loyalty
• Encourage subscription behaviour
• Engaged ‘experts’ as super users & contributors
• Experts provide community support & advice
• Advocacy tracked & rewarded
How: Messaging via Marketing Automation
Browser Intender Purchaser Subscriber Advocate
• Welcome to the Club
• Account details• FAQ’s• Contact us• Getting the most
from the service• Meet other
members• Share your
progress
Join today & receive:• FREE
knitting pattern worth £4.99
• 10% OFF your first purchase
• Weekly knitting newsletter
• This weeks free project
• New product & content updates
• Most popular, best buys, last chance
• Cross sell on core related products
• Thanks for your order, PLUS incentive on next purchase
• Your order has been despatched, PLUS incentive on next purchase
• People who bought X, also bought Y
• Most popular, best buys, last chance
• Benefits of subscribing
• Refer a friend and receive £10 OFF your next purchase
• Become a Woman’s Weekly expert/ contributor
Marketing Automation
How: Social Consumer Service
Salesforce Service Cloud
Browser Intender Purchaser Subscriber Advocate
FAQ’s
Self Service Query Submission & Resolution
Live Chat Support
Customer Satisfaction Monitoring
Member Communities
VIP Communities
Contributing Support
How: Listening & Engagement
Browser Intender Purchaser Subscriber Advocate
Salesforce Marketing Cloud
Listening for…..
Satisfaction
Negative Product Experience
Advocacy
Competitors
Trends
Influence
Brand Sentiment
Brand Sentiment
Engagement
Campaigns (Counter Negative Sentiment)
Showcase ‘Your Makes’
Voting, Polls, Surveys
Rewards
Blogger Outreach
Competitions& Freebies
Quizzes
Success Measures
Better Serve our Customers
Increase # active customers
Increase customer satisfaction
Increase average revenue per customer
› Customer Service and Marketing are merging
› Social Customer Service should be owned by the Contact Center
› Knowledge is a powerful tool for both Service and Marketing
Session Recap