WELCOME
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
Simon Denny
Tyson Brown
Director, Bluewolf
Affiliate Director,
Service Cloud
IPC Media
Manager,
Salesforce.com
Customer Service
and Marketing are
merging. You need
a strategy!
Let me tell
you about
my iPad…..
60% of the
purchasing decision
is made before
speaking with a
human
Source: Corporate Executive Board
Poor Service Effects Your Larger Brand
Contact Centers Drive Bottom Line Impact
Social as a Service Channel
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.
79% use or plan to
use social media for
business initiatives
Source: Harvard Business Review
Source: Harvard Business Review
60% of
companies
still don’t
respond to
social posts!
Source: Live Ops Research
A Real Example: Vodafone Australia
Email Volume
Social Customer
Service should be
owned by the contact
center — but it takes
a partnership!
It is not too late, but soon it will be…
Source: Saleforce – “ROI of Social Media”
Profile of a CustomerObsessed 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
Tyson Brown
Salesforce.com Service Cloud
/tysonjbrown
@tysonjbrown
in/tysonjbrown
Transforming into a
“Category of One”
Organisation
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
66%
of companies lack an
in-depth understanding
of their customers
IBM Study of 1,700 CMOs
“From Stretched to Strengthened”
Consumers Expect Service
Excellence
Expectations of Customer Service Have Changed
1980s
Phone
1x
1990s
2000s
Today
Multi-Channel
Web Self-service
Social
Mobile
100x
1,000x
10x
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
Transform Your Customer Service
with Service Cloud
Delight Your Customers
Everywhere
Social
Phone &
Email
Web Selfservice
Turn Your Agents into
Champions
Communities
Agent
Console
Knowledge
Base
Help Your Managers Make
Informed Decisions
Agent
Collaboration
Analytics
Motivate &
Perform
Mobile
Helping Customers Succeed Across All Metrics
+40%
+37%
35%
+34%
Customer
Retention
Decrease in
Support Costs
Agent
Productivity
Faster Case
Resolution
+37%
Customer
Satisfaction
Average Percentage Improvements Reported by Customers
Source: 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.
Tyson Brown
Salesforce.com Service Cloud
Monetising Digital Media Anonymity
13th November 2013
Woman’s Weekly Live – 10k
visitors in launch year
Knitting, Craft &
Cookery workshops
planned for 2014
Content across 3rd
party sites
Highly engaged website
audience - 68k UU and
1.7m PI per month
The UK’s best selling
magazine for mature
women – 638k readers
every week
NEW
Book
Series
launching
Autumn
2013
ONLINE
PRINT
EVENTS &
COURSES
Specials Series
selling over 100k
copies per month
SHOP
Fiction Workshops – 6
dates sold out in 2013
WW Shop
delivers the
highest sales
volumes in IPC
SOCIAL MEDIA
DIGITAL EDITIONS
CAMPAIGNS
Facebook – 6.5k Friends
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
Charity Events & World Record
attempts have seen tens of
thousands of WW followers
interact with the brand
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
•
Cookie
profiling
•
Targeted
comms
•
Increment
data
capture
•
Ongoing
data
enrichment
(browsing
behaviour,
survey
questions &
feedback)
Purchaser
•
•
•
Tailored
content &
promotional
messages
Subscriber
•
Subscribe to
our magazines
•
Subscribe to
our clubs:
− Knitting
− Craft
− Gardening
Rewards for
loyalty
Encourage
subscription
behaviour
•
Advocate
•
Engaged
‘experts’ as
super users
&
contributors
•
Experts
provide
community
support &
advice
•
Advocacy
tracked &
rewarded
Support &
access to
expert help
How: Messaging via Marketing Automation
Browser
Join today &
receive:
• FREE
knitting
pattern
worth £4.99
• 10% OFF
your first
purchase
• Weekly
knitting
newsletter
Intender
•
•
•
•
This weeks
free project
New product &
content
updates
Most popular,
best buys, last
chance
Cross sell on
core related
products
Purchaser
•
•
•
•
•
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
Subscriber
•
•
•
•
•
•
•
Welcome to the
Club
Account details
FAQ’s
Contact us
Getting the most
from the service
Meet other
members
Share your
progress
Marketing Automation
Advocate
•
•
Refer a friend
and receive
£10 OFF your
next
purchase
Become a
Woman’s
Weekly
expert/
contributor
How: Social Consumer Service
Browser
Intender
Purchaser
Subscriber
Advocate
FAQ’s
Self Service Query Submission & Resolution
Live Chat Support
Customer Satisfaction Monitoring
Member
Communities
VIP
Communities
Contributing
Support
Salesforce Service Cloud
How: Listening & Engagement
Browser
Intender
Purchaser
Subscriber
Advocate
Listening for…..
Competitors
Satisfaction
Trends
Negative Product Experience
Influence
Advocacy
Brand
Sentiment
Brand
Sentiment
Engagement
Competitions&
Freebies
Campaigns (Counter Negative Sentiment)
Rewards
Quizzes
Showcase ‘Your Makes’
Blogger
Outreach
Voting, Polls, Surveys
Salesforce Marketing Cloud
Success Measures
Better Serve our Customers
Increase # active customers
Increase customer satisfaction
Increase average revenue per customer
Session Recap
› 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
Thank You: Q&A