SOCAP Welcomes You

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SOCAP Welcomes You!
Proudly sponsored by
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Satisfied Customers Tell Three Friends, Angry
Customers Tell 3,000Running a Business in a
Consumer Driven WorldBook Preview Conversation
The Psychology of the Customer Experience
Presenting
Pete Blackshaw, Author and EVP, Digital
Strategic Services, Nielsen With special
commentary Sheila Sullivan, Director of Global
Consumer Affairs, Coty Inc Tom Asher, Director
of Consumer Relations, North America, Levi
Strauss Co July 23, 2008

• John I. Todor, Ph.D.The Whetstone Edge, LLC

Randy SaundersCincom
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Todays Agenda

• Introductions
• Thought-Starter
• Market Backdrop CGM 101
• Six Drivers of Credibility
• Focus on Listening/Responsiveness
• Role Play
• Question Answers

Get Smart Resources
Video Resources
Consumer Interviews
Favorite Links
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About the Presenter Author

• Long-Time SOCAP Advocate Member
• Executive Vice-President, Nielsen Online Digital
  Strategic Services
• Co-Founder Word-of-Mouth Marketing Association
  (WOMMA)
• PlanetFeedback.com (Founder)
• PG Interactive Marketing
• Columnist Blog Author
• Proud father of three kids (who tell 3000
  constantly)

Photo taken hours before official launch
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Before We Begin, Some Disruptive Questions for
SOCAP Members

• Who currently owns the conversation?
• Who should own the conversation?
• Where does Consumer Affairs begin and end?
• What role does consumer affairs play in
  nurturing, preserving, and cultivating
  credibility?

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Now, about the book.
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Title of Book Wheres the New Stuff?

• Social Media?
• Consumer-Generated Media?
• Conversation and Buzz?
• Internet, Web, Online?
• Web 2.0?
• Blogs and Bloggers?
• Word-of-Mouth?
• Interactive Marketing?
• Digital Marketing?

All Relevant as Context, But Not the Core Issue
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Thought-Starter 1
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Why the Obsession with Feedback?
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Key Questions

• Why arent the contact forms hidden, or hard to
  find?
• Isnt the name of the game reducing contacts?
• Doesnt this unduly tax the organization? Who can
  afford this?
• Dont all these offers carry a huge price tag?

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Thought-Starter 2
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Thought-Starter Who is Vincent Ferrari?
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The Virality of Emotion
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Key Questions

• How did one guy get all this attention?
• How did one call-center agent create such a fuss?
  
• What was the root cause or talk driver in the
  exchange?
• Why did this resonate so well in the media?
• Why is this story still popular across the web?
• How do businesses prevent this from happening?
• Is the call center a cost center or a profit
  center?
• How central was credibility to this story?

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New Realities
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Key Business Implications

• Thanks to the web, the referral/recommendation
  zone is growing dramatically

The Value Profit Chain (Heskett/Sasser 1/03)
May 1, 2008
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Key Factors Driving CGM Movement

• Emotional need/desire to be heard
• Desire to connect with one another
• Need to create and make change
• Evangelize for the things and people we love
• Quest for authenticity
• Ease of Use / Low Barriers to Entry

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Realities and Implications
The consumer is in control more leverage and
ability to create media
Web is an echo chamber transparency engine
into marketing events processes
Points of exposure engagement are magnified by
Web 2.0
Search and brand reputation share symbiotic
relationship
Customer service (how we listen and respond)
might just be the new marketing
March 3, 2008 Edition
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The Growing Importance of Credibility
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Credibility is Everything!

• In the age of consumer control, credibility is
  everything!
• We must understand the key drivers of
  credibility.
• Sample Credibility Challenges (not all fair)

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Six Drivers of Credibility Quadrant
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Growth of Wikipedia as Source for Consumers
Beyond
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Role of Search
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Six Drivers of Brand Credibility
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Credibility Challenge Customer Service
Perceptions

• Customer service a highly vulnerable issue on the
  web for all companies

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Do CRM Systems Need an Upgrade? How Much?

• Customer Satisfaction 2.0 The online
  environment introduces a whole new set of
  mission-critical variables for measuring and
  interacting the consumers.

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New World Order Being Responsive via Twitter
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What Can Consumer Affairs Professionals Do Now to
Stay Credible
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Close the GapRight Now!

• Realign your call center to become more relevant
  to consumers

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Better Sense and Respond

• Friendlier, more empowering feedback forms?
• Blog-based publishing formats?
• Improved profiling? (Segment by influence!)
• Websites that respond in real time against early
  signals?
• Employee training with online impact in mind?

Defensive Branding Window
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Conversational Divide?
We listen! We engage!
Thats not what I was told?
Training guide says keep conversations to an
absolute minimum!
We are conversational!
No ideas!
Send ideas!!
Marketing PR
Call Center, Customer Service
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Extend the Welcome Mat!

• Easy Access to Video
• Inviting Encouraging Opinion
• Nurturing Conversation
• Creating Communities
• Refreshing Constantly

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Start thinking hard about the role of video!
Key question What drives trust? Whats more
persuasive? What feels more authentic?
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Final Messages

• Your game is changing quickly!
• Marketers are engaging -- step up to the plate!
• Media planners are reallocating budgets around
  attention step up to the plate!
• Researchers are looking for better guidance
  around influencers step up to the plate?
• External relations and investor relations are
  getting bombarded and beat up step up to the
  plate!
• Consumer affairs has the potential to be the
  center of the new conversation step up to the
  plate!

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Final Quotable
At the end of the day, the single most important
thing for managers to do in this age of consumer
control is to simply lead. Opportunity is
everywhere, and because lines of ownership are so
fuzzyeveryone is capable of reaping the small or
bold acts of leadership.
Think Beyond Loyalty
Always Listen!
Walk the Talk!
Rethink Paid Media
Re-energize Consumer Affairs
A CGM Manager?
Empower the Younger 2.0 Ranks
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Staying Smart

• Other resources to Stay Smart

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Thank You!
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