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The Superstar Company

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Steven Van Belleghem
Steven Van Belleghem

Superstar companies are growing companies based on the power of people (both internal and external). These people spread content on different touchpoints and this in line with the company's values and business objectives.

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The superstar company Prof Steven Van Belleghem @Steven_InSites #cm48
Look at today’s business world. It’s full of paradox’s. Really.
Conversations are the key driver of growth But we are afraid to manage or join them.
16% Even believes word-of-mouth is not relevant in their business
Happy clients are drivers to positive conversations. But customer service often sucks.
10% NEVER answers customer questions! Shocking, isn’t it?
Helping people helps. Exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%). * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
Most companies even wait for their critical incident. Question is why being so reactive? @Steven_InSites #cm48
On May 22nd 2010, Foodwatch and Kassa awarded Actimel het Gouden Windei, for misleading Dutch consumers.
And…they knew this was a conversation topic.
Youp Van’t Hek, famous Dutch Cabaretier Started twittering about the lousy customer 45.000 followers service of Dutch telco T-Mobile, after his son experienced weeks of problems with their helpdesk.
45.000 followers
Youp was contacted 45.000 followers by the boss of T-Mobile 30’ after the tweets!
The generated negative buzz 45.000 followers (increase of 19%) resulted in serious image damage estimated at € 300.000 ! (source: buzzcaputure) A central complaints address youp@nrc.nl already received more than 5000 stories!
A crisis is like a vulcano. You always get a warning signal first, so also time to react.
“Wij erkennen dat ook binnen ons bedrijf fouten worden gemaakt. Dat willen wij niet goedpraten en daar doen we wat aan. De oproep aan grote bedrijven om te luisteren naar hun klanten en hen niet van het kastje naar de muur te sturen, is duidelijk. Wij zijn ons ervan bewust dat niet altijd alles vlekkeloos verloopt, daarom blijven we werken aan een verdere verbetering van onze dienstverlening. Concreet betekent dit onder andere dat wij ons de komende periode zullen richten op het verkorten van onze wachttijden en het aanpassen van het toestelreparatieproces.“ http://www.t-mobile.nl/persoonlijk/htdocs/popup/youpvanthek.aspx
We want our employees to be ambassadors. But we block them from all social media.
Before we continu... I would like to take you back in time..... #flashback
Once upon a time, About 50 years ago, a new & very dangerous technology was invented! Companies did everything in their power to keep this new technology out of their premises. It would decrease efficiency and caused a serious threat for the securty of the company.
The Superstar Company
Let’s continue to travel back to our time. But have a quick stop 15 years ago..... #flashback
Once upon a time, About 15 years ago, a new & very dangerous technology was invented! Companies did everything in their power to keep this new technology out of their premises. It would decrease efficiency and caused a serious threat for the securty of the company.
The Superstar Company
We’re back in our current world. Nothing changed, we are still afraid of change & innovation.
Limited knowledge brings FEAR! The famous ‘what if someone will be negative?’ question pops up. We solve it by blocking people. Not the way to grasp opportunities.
Note by Steven to audience Sorry for this dumb question I’m about to ask you... (please, please don’t tweet it)
Dilemma! Which company will grow faster? Company B Company A 1000 employees 1000 employees 10% are sending positive 40% are sending positive stories about their job to their stories about their job to their friends. This happens based on a friends. This happens organic, no great culture & facilitation in guidance from their employer sharing great stories
Dilemma! Which company will grow faster? Company B 1000 employees 40% are sending positive stories about their job to their friends. This happens based on a great culture & facilitation in sharing great stories
Note by Steven to himself But hey, why should I say sorry for this dumb question as... The large majority of the companies is in situation A (or worse)
And by the way, it’s not just guessing. McKinsey proved that connected enterprises experience faster growth than closed enterprises. #fact
Conversations are drivers of growth, but we don’t manage them. Happy clients are drivers of conversations, but our service sucks. Our employees need to be our ambassadors, but we block them from social media. Look at today’s business world It’s full of paradox’s. Really.
Breaking the paradox brings you to the pot of gold. Happy people that don’t speak about your great company.
28% On average: 28% of your customers is in this pot.
The bad news: A Conversation Manager is not enough.
It is time to change your company into a Superstar Company
Superstar Company? A company in which people are the key driver for growth, sharing engaging content through all relevant touchpoints, building upon the company’s culture and business objectives.
People Touchpoints Content In line with company culture & business objectives
STRATEGY company culture & business objectives
People Touchpoints Content Tactics
It all starts with company culture. Culture identification or is it brand identification.
Quick question. How many value sets does your company has?
Quick question. How many value sets does your company has? Identical for customers & employees?
Possible answers 0: disaster 1: cool 2: I don’t understand
“Brand positioning is the long term effect of company culture.” Toni Shieh, CEO Zappos
If someone asks you a question, answer politely. Zappos invites every employee to WOW their customers. By the way: 11% of organizations doesn’t reply to customer emails. * InSites Consulting, Meet The Joneses Research, 2010
A remarkable company culture works. Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize on these stories and turn your employees in an army of ambassadors.
You think culture is important, but are you serious about it?
This guys probably thinks healthy food is important…
These guys are pretty serious about it. And they outperform the market.
These guys are pretty serious about it. And they outperform the market.
These guys are pretty serious about it. And they outperform the market.
These guys are pretty serious about it. And they outperform the market.
We are pretty serious about it. And we outperform the market.
Step 1: Culture becomes part of your marketing strategy
Step 2: The road to implementation
People Touchpoints Content Tactics
People Touchpoints Content Tactics
Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders
Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders
Sentiment engagement framework. How to react and respond to different peopleonline. Fans Positives Neutrals Negatives Haters Success stories Acquisition Prejudices Action Sentiment Content WIIFM Perceptions Bugs & Flaws Temp problems It is great I want to make It could be It should be It cannot be it better better better better Feed Embrace Engage Neutralize Isolate Celebrate Activate Ignore Learn h
40% 7% negative negative @Steven_InSites #cm48
Position your customer, not your brand
Make them look good, using your brand.
Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders
Help them in being proud about their own job.
You do it offline, now do it online as well.
People Touchpoints Content Tactics
Formal Informal Central content creation. Everyone can create Created by a central team. informal content but within One voice towards the world. the limitations. Control of content going out.
3 social media teams create formal content. ‘Common Sense’ policy for informal content.
Create some cool bed-time stories. Stories that will go down in history as myths & legends. Build your own heroes.
People Touchpoints Content Tactics
Conversation worthiness Put a spotlight Star on it Make sure it works Hygiene Conv. worthy? Reach
Spotlight strategy. Small act, but huge reach.
Example for a Telco player Conversation worthiness Press conference Facebook Home visit Advertising Stores Internet connection Niche product Invoice Reach
Touchpoint expectations management. Simple rule: Under promise & over deliver. @Steven_InSites #cm48
Deal with increasing expectations. People know what you can do, they don’t care about your agenda.
Deal with increasing expectations. People know what you can do, they don’t care about your agenda.
Deal with increasing expectations. People know what you can do, they don’t care about your agenda.
Create spotlights for your conversational stories.
Step 2: People, content, touchpoints
Step 3: Structure?
Who facilitates the content, people & touchpoints of the Superstar Company?
Not so easy due to the SILO-structure of our organisations.
Management Customer HR Sales Marketing R&D IT ... Care
Often seen solution to cope with conversation management = add another silo...
Management Social Customer HR Sales Marketing R&D IT ... Media/ Care Conv Mgr
You can’t make an omelette without breaking some eggs. Time to RE-think company structure.
Facilitate the integration of Conversation Management in EVERYTHING you do.
89 Companies organize for social in 5 ways
HR General Sales Mgm Conversation R&D Mkt Manager Cust IT Care Legal
Step 3: The Conversation Manager as facilitator
Superstar companies are fast growing. Time to start your change.
And now… Just do it!
It all starts with: “the man in the mirror”
You have 48 hours left to start your change
Thank you! Let’s connect: Via LinkedIn @steven_insites steven@insites.eu

More Related Content

The Superstar Company

  • 1. The superstar company Prof Steven Van Belleghem @Steven_InSites #cm48
  • 2. Look at today’s business world. It’s full of paradox’s. Really.
  • 3. Conversations are the key driver of growth But we are afraid to manage or join them.
  • 4. 16% Even believes word-of-mouth is not relevant in their business
  • 5. Happy clients are drivers to positive conversations. But customer service often sucks.
  • 6. 10% NEVER answers customer questions! Shocking, isn’t it?
  • 7. Helping people helps. Exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%). * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
  • 8. Most companies even wait for their critical incident. Question is why being so reactive? @Steven_InSites #cm48
  • 9. On May 22nd 2010, Foodwatch and Kassa awarded Actimel het Gouden Windei, for misleading Dutch consumers.
  • 10. And…they knew this was a conversation topic.
  • 11. Youp Van’t Hek, famous Dutch Cabaretier Started twittering about the lousy customer 45.000 followers service of Dutch telco T-Mobile, after his son experienced weeks of problems with their helpdesk.
  • 13. Youp was contacted 45.000 followers by the boss of T-Mobile 30’ after the tweets!
  • 14. The generated negative buzz 45.000 followers (increase of 19%) resulted in serious image damage estimated at € 300.000 ! (source: buzzcaputure) A central complaints address youp@nrc.nl already received more than 5000 stories!
  • 15. A crisis is like a vulcano. You always get a warning signal first, so also time to react.
  • 16. “Wij erkennen dat ook binnen ons bedrijf fouten worden gemaakt. Dat willen wij niet goedpraten en daar doen we wat aan. De oproep aan grote bedrijven om te luisteren naar hun klanten en hen niet van het kastje naar de muur te sturen, is duidelijk. Wij zijn ons ervan bewust dat niet altijd alles vlekkeloos verloopt, daarom blijven we werken aan een verdere verbetering van onze dienstverlening. Concreet betekent dit onder andere dat wij ons de komende periode zullen richten op het verkorten van onze wachttijden en het aanpassen van het toestelreparatieproces.“ http://www.t-mobile.nl/persoonlijk/htdocs/popup/youpvanthek.aspx
  • 17. We want our employees to be ambassadors. But we block them from all social media.
  • 18. Before we continu... I would like to take you back in time..... #flashback
  • 19. Once upon a time, About 50 years ago, a new & very dangerous technology was invented! Companies did everything in their power to keep this new technology out of their premises. It would decrease efficiency and caused a serious threat for the securty of the company.
  • 21. Let’s continue to travel back to our time. But have a quick stop 15 years ago..... #flashback
  • 22. Once upon a time, About 15 years ago, a new & very dangerous technology was invented! Companies did everything in their power to keep this new technology out of their premises. It would decrease efficiency and caused a serious threat for the securty of the company.
  • 24. We’re back in our current world. Nothing changed, we are still afraid of change & innovation.
  • 25. Limited knowledge brings FEAR! The famous ‘what if someone will be negative?’ question pops up. We solve it by blocking people. Not the way to grasp opportunities.
  • 26. Note by Steven to audience Sorry for this dumb question I’m about to ask you... (please, please don’t tweet it)
  • 27. Dilemma! Which company will grow faster? Company B Company A 1000 employees 1000 employees 10% are sending positive 40% are sending positive stories about their job to their stories about their job to their friends. This happens based on a friends. This happens organic, no great culture & facilitation in guidance from their employer sharing great stories
  • 28. Dilemma! Which company will grow faster? Company B 1000 employees 40% are sending positive stories about their job to their friends. This happens based on a great culture & facilitation in sharing great stories
  • 29. Note by Steven to himself But hey, why should I say sorry for this dumb question as... The large majority of the companies is in situation A (or worse)
  • 30. And by the way, it’s not just guessing. McKinsey proved that connected enterprises experience faster growth than closed enterprises. #fact
  • 31. Conversations are drivers of growth, but we don’t manage them. Happy clients are drivers of conversations, but our service sucks. Our employees need to be our ambassadors, but we block them from social media. Look at today’s business world It’s full of paradox’s. Really.
  • 32. Breaking the paradox brings you to the pot of gold. Happy people that don’t speak about your great company.
  • 33. 28% On average: 28% of your customers is in this pot.
  • 34. The bad news: A Conversation Manager is not enough.
  • 35. It is time to change your company into a Superstar Company
  • 36. Superstar Company? A company in which people are the key driver for growth, sharing engaging content through all relevant touchpoints, building upon the company’s culture and business objectives.
  • 37. People Touchpoints Content In line with company culture & business objectives
  • 38. STRATEGY company culture & business objectives
  • 39. People Touchpoints Content Tactics
  • 40. It all starts with company culture. Culture identification or is it brand identification.
  • 41. Quick question. How many value sets does your company has?
  • 42. Quick question. How many value sets does your company has? Identical for customers & employees?
  • 43. Possible answers 0: disaster 1: cool 2: I don’t understand
  • 44. “Brand positioning is the long term effect of company culture.” Toni Shieh, CEO Zappos
  • 45. If someone asks you a question, answer politely. Zappos invites every employee to WOW their customers. By the way: 11% of organizations doesn’t reply to customer emails. * InSites Consulting, Meet The Joneses Research, 2010
  • 46. A remarkable company culture works. Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize on these stories and turn your employees in an army of ambassadors.
  • 47. You think culture is important, but are you serious about it?
  • 48. This guys probably thinks healthy food is important…
  • 49. These guys are pretty serious about it. And they outperform the market.
  • 50. These guys are pretty serious about it. And they outperform the market.
  • 51. These guys are pretty serious about it. And they outperform the market.
  • 52. These guys are pretty serious about it. And they outperform the market.
  • 53. We are pretty serious about it. And we outperform the market.
  • 54. Step 1: Culture becomes part of your marketing strategy
  • 55. Step 2: The road to implementation
  • 56. People Touchpoints Content Tactics
  • 57. People Touchpoints Content Tactics
  • 58. Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders
  • 59. Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders
  • 60. Sentiment engagement framework. How to react and respond to different peopleonline. Fans Positives Neutrals Negatives Haters Success stories Acquisition Prejudices Action Sentiment Content WIIFM Perceptions Bugs & Flaws Temp problems It is great I want to make It could be It should be It cannot be it better better better better Feed Embrace Engage Neutralize Isolate Celebrate Activate Ignore Learn h
  • 61. 40% 7% negative negative @Steven_InSites #cm48
  • 62. Position your customer, not your brand
  • 63. Make them look good, using your brand.
  • 64. Conversations from internal stakeholders Proud company Conversational Company Boring company Adored company Conversations from external stakeholders
  • 65. Help them in being proud about their own job.
  • 66. You do it offline, now do it online as well.
  • 67. People Touchpoints Content Tactics
  • 68. Formal Informal Central content creation. Everyone can create Created by a central team. informal content but within One voice towards the world. the limitations. Control of content going out.
  • 69. 3 social media teams create formal content. ‘Common Sense’ policy for informal content.
  • 70. Create some cool bed-time stories. Stories that will go down in history as myths & legends. Build your own heroes.
  • 71. People Touchpoints Content Tactics
  • 72. Conversation worthiness Put a spotlight Star on it Make sure it works Hygiene Conv. worthy? Reach
  • 74. Example for a Telco player Conversation worthiness Press conference Facebook Home visit Advertising Stores Internet connection Niche product Invoice Reach
  • 75. Touchpoint expectations management. Simple rule: Under promise & over deliver. @Steven_InSites #cm48
  • 76. Deal with increasing expectations. People know what you can do, they don’t care about your agenda.
  • 77. Deal with increasing expectations. People know what you can do, they don’t care about your agenda.
  • 78. Deal with increasing expectations. People know what you can do, they don’t care about your agenda.
  • 79. Create spotlights for your conversational stories.
  • 82. Who facilitates the content, people & touchpoints of the Superstar Company?
  • 83. Not so easy due to the SILO-structure of our organisations.
  • 84. Management Customer HR Sales Marketing R&D IT ... Care
  • 85. Often seen solution to cope with conversation management = add another silo...
  • 86. Management Social Customer HR Sales Marketing R&D IT ... Media/ Care Conv Mgr
  • 87. You can’t make an omelette without breaking some eggs. Time to RE-think company structure.
  • 88. Facilitate the integration of Conversation Management in EVERYTHING you do.
  • 89. 89 Companies organize for social in 5 ways
  • 90. HR General Sales Mgm Conversation R&D Mkt Manager Cust IT Care Legal
  • 91. Step 3: The Conversation Manager as facilitator
  • 92. Superstar companies are fast growing. Time to start your change.
  • 93. And now… Just do it!
  • 94. It all starts with: “the man in the mirror”
  • 95. You have 48 hours left to start your change
  • 96. Thank you! Let’s connect: Via LinkedIn @steven_insites steven@insites.eu

Editor's Notes

  1. http://blogs.forrester.com/andrew_mcinnes/10-12-06-customers_problems_are_companies_loyalty_building_opportunities
  2. http://blogs.forrester.com/andrew_mcinnes/10-12-06-customers_problems_are_companies_loyalty_building_opportunities
  3. http://blogs.forrester.com/andrew_mcinnes/10-12-06-customers_problems_are_companies_loyalty_building_opportunities