Embed Size (px)
Citation preview
@AgencySeven
@AgencySeven
“We need to stop interrupting what people are interested in and be what people are interested in.”
Craig Davis, Chief Creative Officer, JWT
The new faces of service
Charlotte Mulley@cmulley24, Head of Planning
Good service has always been important
But the digital age has put service even more in the spotlight
Source: Econsultancy Digital Trends 2014
So what’s the big deal about service?
1. More channels
McKinsey
2. Higher customer expectations
Source: Zendesk Study: The omnichannel customer service gap
‘Brand Butlers’“With pragmatic, convenience-loving consumers
enjoying instant access to an ever-growing number of
supporting services and tools (both offline and online),
brands urgently need to hone their 'butlering skills'*,
focusing on assisting consumers to make the most of
their daily lives, versus the old model of selling them a
lifestyle if not identity.”
Trendwatching, 2014
So what’s the pay off for brands?
Increased influence in the customer
journey
Increased loyalty
Increased revenue
So what do the new faces of service look like?
1. Super slick
Fitbay
Ask Zappos
Virgin Atlantic
Experian
2. Immersive
Selfridges: Bright Old Things
Four Seasons: Pin.Pack.Go
Delta Innovation Class
Staples & Regus business hubs
So what’s the role for content with these new faces of service?
1. Being useful – provide content that helps customers
make better buying decisions
2. Being enriching – provide value added services that they
don’t expect and make their lives better
3. Providing consistency - through a consistent editorial
purpose and regular drumbeat of content
4. Showing your brand’s EQ – understand your customers’
emotional as well as functional needs
Trendwatching, 2014
“Too few brands understand that
amid all this rapid change, the
fundamentals of great service
remain the same. It's about the
feeling of being recognised.
Listened to. Valued and cared for.
Smart brands will find new ways to
serve those age-old imperatives.”
Thank you.
Turning conversation into a service
Lisa Talia Moretti@LisaTalia, Digital Strategist
Trendwatching, 2014
“Too few brands understand that
amid all this rapid change, the
fundamentals of great service
remain the same. It's about the
feeling of being recognised.
Listened to. Valued and cared for.
Smart brands will find new ways to
serve those age-old imperatives.”
Seven truths about great customer service
HELLO! 1
OR
2
3
4
To our customers,
At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.
Tim Cook, Apple’s CEO
5
6
7
What’s the ROI on trust?
The lessons
1. Leave a good impression.
2. Be careful who gets the car keys.
3. Don’t lie. Ever.
4. Apologise as if it were for a friend.
5. Keep your promises.
6. Remember the little things.
7. Do this in everything you do.
