Now! How to Delight Your Audience and Hug Your Haters With Realtime Online Service

NOW! How to Delight Your Audience Using

Real-Time Responsiveness

Realtime Rules

• Yes, we’ll record this (UPDATE: Recording did not work - sorry!)

• Yes, you can ask questions (in the questions panel)

• Yes, there is a hashtag. It’s #NowWebinar

• Yes, you can win PRIZES for being awesome

@JayBaer @DJWaldow #Now Webinar

Jay Baer

• President of Convince & Convert

• NY Times best-selling author

• Global keynote speaker

• Blogger, podcaster, real-time devotee


DJ Waldow

• Director of Marketing at Zignal Labs

• Author

• Speaker

• Blogger, (former) podcaster, realtime devotee


About Zignal Labs• Realtime, cross media, analytics, platform

• Observe trends, opinions and relevant stories the moment they unfold.

• Efficiently make more-informed decisions

• Immediately take action

• We help you stay ahead of what the world thinks



Zignal Enterprise


Zignal Command Center


Zignal Newsroom

Customer Experience Is the New Marketing

Research from Walker Information says that by 2020, B2B customers will value customer experience more than PRICE.


Speed Creates Positive Customer Experiences

The most important element of customer satisfaction when using telephone support is speed of issue resolution



Most important elements of a good customer experience

Parature, 2014

Getting my issue resolved quickly

Getting my issue resolved in a singleinteraction

Not being passed from agentto agent

Polite CSR

Being able to findanswers on my own

41%

26%

12%

3%Not havingto repeatmyselfor myissue

7%

11%

Many complainersfeel speedy problemresolution is critical

Lack of Speed Creates Negative Customer Experiences

• Remarkably, companies are actually getting SLOWER at responding to email.

• Average response time to a customer email is 44 hours, up 8 hours from 2013.

• When people think their email is ignored, they go to social media to raise the stakes.


Social Media is Flooded with Customer Questions and Complaints

In the U.K., social media complaints about business increased 800% between January, 2014 and May, 2015.


Will Today’s Young People EVER Want to Call Customer Service?


Answering Online Complaints Increases Customer Advocacy

• A comprehensive study by Edison Research and Jay Baer found that answering customer complaints in social media increases customer advocacy by 20%

• Not answering social media complaints decreases customer advocacy by 37%!


But You Have to Act FAST!

• Among social media complainers who expect a response, 40% anticipate a reply within ONE HOUR.

• The average time it takes business to respond in social media….5 HOURS.


QUIZ How did Shutterstock respond?

Quiz

• Type A, B, or C into the questions box

• Among those with the right answer, one person will be randomly selected to win…


Prizes


+

Customer says…

“@Shutterstock. Website is down. down. down. #itsnotmeitsyou”


Shutterstock Says

A. “@toddkron it’s probably a browser issue on your end. What browser are you using?”

B. No reply

C. “@toddkron #ItsNotYouItsDefinitelyUs And we’re working on it. Thanks for your patience today, Todd”



99 Positive … 1 Negative

Speed Can Be a Competitive Differentiator

• KLM Royal Dutch Airlines aims to be the most responsive airline in the world

• But how they came to embrace realtime is a very strange tale….


Don’t Eliminate Empathy in Favor of Speed

• Many social media complainers are already TWICE disappointed

• Online, customer service is a spectator sport


To Be Fast Enough (and maintain empathy) Sometimes You Have to

Be Selective

Spotify blew Scott Stratten’s mind, and won his heart by going above and beyond in realtime


QUIZ How did Discover respond?

Quiz

• Type A, B, or C into the questions box

• Among those with the right answer, one person will be randomly selected to win…


Prizes


+

Customer says…

“Haven’t checked my mail in a few days, and there are 3 offers for the @Discover card. Persistence, or lack of coordination?”


Discover Says

A. No reply

B. “@RobSpeciale We must be excited to have you apply! DM w/ your full name & full address if you would like the mailings to stop. *Amy”

C. “@RobEspeciale BUSTED! So sorry to clog your email. We’ll remove you ASAP. *Amy”


Beyond Using Realtime for Customer Support, There are HUGE

Insights Available

• Customers are using THEIR time to tell you what they think about YOUR business

• It’s free market research!



LDWW Group on behalf of its client, the Big 12 Conference

Customer Service is the New Marketing

It Requires Speed

It Requires Empathy

It Requires Data

…AND There are Huge Insights Available to Make You Better


Are You Ready For The Now?

Questions

Now! How to Delight Your Audience and Hug Your Haters With Realtime Online Service

Technology

Transcript of Now! How to Delight Your Audience and Hug Your Haters With Realtime Online Service