Conversation Management Lampiris: the service is the product
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Keynote given on June 10, 2013 for Vlerick Conversation Management Platform event in Brussels, Belgium. Part 1 deals with the 3 trends in customer service: desintermediation, frictionless service and crowdservice. Part 2 discusses the future of customer service: we will not use service to solve problems, but service will connect people around your brand (service as the new marketing) . In a third part, the presentation explains how Lampiris is responding to these challenges.
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Conversation Management Lampiris: the service is the product
- 1. Conversation management The service is the product @kodel
- 2. Me= @kodel Lampiris= not your average company @kodel
- 3. Lampiris on social 2011 CEO on Twitter 2012 virtual team 2013 callcenter + CM @kodel
- 4. CEO’s on Twitter Public discussion within sector. Opinion making. Positioning. +approachable for customers @kodel
- 5. Virtual Social MediaTeam Break the silo’s. Inject the customer in every department. (hands & eyes for 24/7) @kodel
- 6. Callcenter / CM workflow Community Manager as ‘virtual bartender’ Callcenter to help customers (not: gateway) @kodel
- 7. Wait, where will this lead us? @kodel
- 8. Trends in customer service 1. disintermediation 2. frictionless service 3. crowdservice @kodel
- 9. Disintermediation Intermediates disappear from the value chain. @kodel
- 10. Disintermediation Today we want to: decrease contact rate (lower costs) handle calls faster (lower costs) maintain procedures (lower change cost) Result: we (our sector) will become irrelevant 2015: increase contact rate (gain relevance) define new products (find new profits) @kodel
- 11. Technology enables frictionless service design Frictionless service @kodel
- 12. Today we want to: split B2B & B2C customers separate processes according to departments batch processing to optimise costs Result: customer needs to understand our structure 2015: service design will replace project based planning customer lifecycle management will be automated Frictionless service @kodel
- 13. Customers want to help other customers Crowdservice @kodel
- 14. Today we want to: help customers on social media avoid calls by using a FAQ engage with customers, e.g. in our campaigns Result: both quality and cost are rising 2015: customers login to solve customer problems we will facilitate a community using brand status Crowdservice @kodel
- 15. Customer service in the future @kodel
- 16. Change the paradigm old: service= solving problems new: Service= connecting people around your brand @kodel
- 17. Service is the new marketing Service is the new service Service is the new product Let’s see how we can deal with this @kodel
- 18. Response to disintermediation energy management will be our main service energy supply will be a zero-profit business @kodel
- 19. Response to frictionless service customer touchpoint mapping guides projects resources and processes follow customer needs (the boring part) @kodel
- 20. Response to crowdservice MGM to the next level: network of service angels users will receive status points for helping other users @kodel
- 21. Response to 2015 trends disintermediation provide energy management frictionless service customer touchpoint mapping crowdservice build MGM network of customers @kodel
- 23. Definition of a community values community interestactivity (NOT: value of the marketing campaign) @kodel
- 24. Case 1: Lampiris Facebook customer community @kodel
- 25. Mapping cases on the community dashboard Business process related Identification of members Facebook page @kodel
- 26. Case 2: Cocreation group for new invoices @kodel
- 27. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group @kodel
- 28. Case 3: Grow a pair campaign @kodel
- 29. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign @kodel
- 30. Case 4: Internal Yammer network @kodel
- 31. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer @kodel
- 32. Case 5: Twitter as a WoM community @kodel
- 33. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer Twitter WoM @kodel
- 34. Case 6: Lampiris energy producers @kodel
- 35. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer Twitter WoM Energy producers @kodel
- 36. Case 7: Green Energy Run B2B community @kodel
- 37. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer Twitter WoM Energy producers Tous Au Vert blog Samen groener group Natuurpunt offline B2B Green Energy Run @kodel
- 38. Case 8: Tous au vert community gone wrong @kodel
- 39. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer Twitter WoM Energy producers Tous Au Vert blog @kodel
- 40. Case 9: Natuurpunt, community partnership @kodel
- 41. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer Twitter WoM Energy producers Tous Au Vert blog Samen groener group Natuurpunt offline @kodel
- 42. Case 10: Samen Groener, under construction @kodel
- 43. Mapping cases on the community dashboard Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer Twitter WoM Energy producers Tous Au Vert blog Samen groener group @kodel
- 44. We are still planning for the ultimate community… Business process related Identification of members Facebook page Cocreation group Grow a pair campaign Internal Yammer Twitter WoM Energy producers Tous Au Vert blog Samen groener group Natuurpunt offline B2B Green Energy Run ? @kodel
- 45. Conclusion • We love interacting with clients. Communities are a good instrument for this. • It remains difficult to combine relevancy (identification by members) and business value (contributes to our busines process) But: every step we have taken in community development has made us better as a company. @kodel