The document discusses how companies can improve customer service by embracing social media. It provides examples of companies that excel at customer service like Zappos and Four Seasons. Key aspects that lead to success include making customer conversations and needs a central focus, reducing control to increase influence, and working with customer networks. The document advocates taking a concierge-like approach to fully understand and satisfy customer expectations, desires, and needs.

1.
http://www.flickr.com/photos/kendrick/

5. “blog”

11. 26,017
companies

14. When Social Media
meets Customer Service
Product Ideation Immersive Testing Launch Customer Service
New Products, Buyers, Features, Buzz, Promotion, Problems, Questions,
New Uses Pricing, Service Marketing Ideas

15. When Social Media
meets Customer Service
Customer Service Product Ideation Immersive Testing Launch
Problems, Questions, New Products, Buyers, Features, Buzz, Promotion,
Ideas New Uses Pricing, Service Marketing
Social Effects

18. Behold...
The Holy Grail of Customer Experience
Photo by Krelic http://flickr.com/photos/15271532@N00/2312714034/

21. “A Customer Service
Company That Happens
To Sell Shoes”
Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/

22. ʼ’
Creates
Meets Evangelism
Unrecognized
Needs
(Transformation)
Creates
Commitment
Meets Desires
(Success)
Creates
Meets Expectations Satisfaction
(Survival)
From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley

23.
1,000
750
500
Zappos
Gross Sales 250
2000 2001 0
2002 2003 2004 2005 2006 2007 2008

24.
Increasing customer retention by 5%
increases profits by 25-95%

26.
Photo by Squirmella http://flickr.com/photos/squirmelia/247620009/

27.
Photo by Cannlvr http://flickr.com/photos/cannlvr/433096652/

28. What kind of
company are you?

29.
Customer-focused
e.g. Four Seasons, Zappos, Craigslist

30.
Infrastructure-focused
e.g. Telecommunications, Cable, Utilities

31.
Product-focused
e.g. Apple,Yahoo, most companies

32.
Photo by sunny-drunk http://flickr.com/photos/frogmanor/480977834/

34. http://www.flickr.com/photos/95572727@N00/

35. http://www.flickr.com/photos/63197350@N00/

39.
1.Conversations at the center of the
business
2. Reduce your sphere of control to
increase your sphere of influence
3. Work with your network

51. ʼ’

52. Hack a diaper bag

57. ʼ’

59. 5000 vs 5

60. Comcast Cares /
Twitter / TechCrunch

61. Comcast on Get
Satisfaction

62. Comcast on Blogs

63. Comcast on Blogs

65. ʼ’

69. ʼ’

70. ʼ’

76. SO ASK YOURSELF...
What would a concierge do?

77. In Summary

80. When Social Media
meets Customer Service
Customer Service Product Ideation Immersive Testing Launch
Problems, Questions, New Products, Buyers, Features, Buzz, Promotion,
Ideas New Uses Pricing, Service Marketing
Social Effects

81. Lane Becker
Email me at lane@getsatisfaction.com
AIM me at monstro9
Follow me on Twitter @monstro
Or on Facebook at /laneb
Or even give me a call at 1-415-867-1708
http://www.flickr.com/photos/blackbeltjones/