The shitty position of being a dissatisfier for NS Poort

Polle de Maagt @polledemaagt

The shitty position of 9,1 %
being a dissatisfier. was not delayed or cancelled
Over my last 11 itineraries.
Manage expectations. Acts, not ads. Momentum.
Old and filthy


Yep. I know I look like 18.
But I’m actually 29. Most old people
tell me I will be happy with them
when I’m 50. I doubt that.

I sooooo love Blackberry ...
... but recently switched to iPhone
(it’s not you, it’s me).

Polle de Maagt. The reason to move to Gent
The love of my life. What better
Changing companies to be reason is there?!
more about acts, less about ads.


I try to change companies to
be less about ads and more about acts.
Through inspiration, strategy and coaching.


I work(ed) for companies like


And I write about it.
Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.

www.polledemaagt.com @polledemaagt


This presentation is 100% Apple, Dell and eBay-free.
And I will only talk about stuff I either experienced or worked on myself.


I would like to talk about 3 things today.
(Don’t worry, I made them tweet-size, so you can easily remember them).


Be maniacal in managing expectations.

“ Create acts, not ads.
Leo Burnett.

“
Create momentum.


1


Over the last 8 years ...
... I have been a 30K customer.
9,1 %
was not delayed or cancelled
Over my last 11 itineraries.


Ever growing expectations.
Other categories conditioned people to expect more. Expectation levels are getting higher and higher, while it
was never easy to manage expectation and exceed them to be worth sharing.

Y)
VOCAC
ND F UEL AD I am serviced 24/7/365
ATI ONS (A
EXPECT
EXCEED
I can sit comfortably.

There’s a train.
S
EXPECTATION
R
CO NSUME

Z)
AT IVE BUZ
U EL NEG
ONS (AND F
XPECTATI
TO MEET E
FAIL


A small experiment in happiness.
“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of
6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads.
And it did.

Something to prove
KLM wanted to prove they recognize the
person behind every passenger.

More?
I will talk you through
that later :)

Foursquare
Every time a passenger told KLM
via twitter or Foursquare that
he/she was at Schiphol airport,
we tried to surprise him/her in a
most personal way.
Results?
Over 1.000.000 impressions
on twitter alone. And a
Cannes Lions Award for PR.


Do what makes a difference.
Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign.

HIGH CUSTOMER SATISFACTION

Flashmobs
iPad apps
Attractive attributes Lineair
Customers don’t expect them to be in Customers desire it, but don’t expect it to
place, but are delighted if they are. be fully in place. Satisfaction increase
Satisfaction increase when in place. when in place, decreases when not.
E.g. Refunding a service fee before the customer asks. E.g. High interest rates.

Inflatable crocodiles
Pricing

FEATURE NOT IMPLEMENTED FEATURE FULLY IMPLEMENTED

communicate clearly

Must-have attributes
Customers assume that they are in place,
if not, they will be unhappy. Satisfaction
decreases when not in place.
E.g. Checks get processed.
24/7 service

LOW CUSTOMER SATISFACTION


Go to market with your customers.
Telenet launched Yelo, an innovative product that let consumers watch TV live on any device. One problem:
the product wasn’t finished. The solution? Involve the consumers via facebook, twitter and a closed
community to make the product even better.
A beta product
A product that could be improved on
every level: from service, to interface and
from content to functions.

Involved customers Results?
Customers were involved via Over 15.000 ideas.
twitter, facebook, blog and a A neutralized discussion.
closed research community.


Blurb’s nifty use of the Net
Promoter Score.
Online publishing platform Blurb goes the distance in
stimulating people to talk about them. They measure how
likely it is that you will recommend the product to friends.
Even more, they use this information to tailor offerings.


Act on advocacy.
There are those who are dissatisfied. Those who are pretty ok with our service. And those who love us.
But who is who and how many of each have we? Enter the Net Promoter Score (NPS), a brand benchmark.
The NPS score is correlated with overall brand performance. It also makes it easy to act on this data. To help
the promoters to promote and neutralize the negatives.

Support the promoters with
Contact all detractors and tools and communication
passives to see how we can help. materials to convince their
friends to join us.

Pick detractors and passives at
random and let the CEO and/or CFO
personally commit to solving their
problem.


Handling sentiment.
We have a conversation. Now what?!

FANS POSITIVES NEUTRALS NEGATIVES HATERS

Prejudices
Acquisition Perceptions
CONTENT

Success stories
WIIFM Bugs & Flaws
Temp problems
SENTIMENT

I want to make it
It is great It could be better It should be better Better? Hahaha.
better

Isolate
ACTION

Embrace Enagage
Feed Neutralize Ignore
Celebrate Activate
Learn


Beyond the standard
support mails.
Zappos does an amazing job in making
technology invisible and really understanding
consumers. Whenever you answer ‘thank you’
to a standard support mail, they will send you
a personal message back, instead of an
autoreply.


2

“
Create acts, not ads.
Leo Burnett.

“


Realize the position of your brand.
Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign.

HIGH CONVERSATION VALUE

CAMPAIGN / ACTIVATION CONTINUOUS

LOW CONVERSATION VALUE


Really, will this work?
Warm welcome.
Is there really no different way
to tell me this?

In Italy, this is actually their
main source of revenue.
People who actually use the free wifi
to work there.


Would this work?
Would this make a difference
in their tips?

The business case of personal.
+18 %
Simply writing ‘thank you’
increases tipping value with
more than 18%.
Yep.
I should treat my nails better.


Running other routes
Not the same round every day,
but a route worth running.

Running further
To run a decent figure, people
needed to run further than
they were used to.

Nike changed the way people run.
A club worth joining
Connected 24/7/365.

Results?
Over 40.000 connected runners,
behavior change amongst runners.
SpinAwards and Webby Award.


Business and satisfaction from returns.
Zappos’ 365 day return policy serves a double purpose: it’s yet another (communication) proof of their dedication to
customer service and it’s a great way to increase the sales per client. The basic idea: Zappos hacks the default option,
consumers are more likely to do nothing if they have the choice.

Emotional
Low threshold to
commitment
order
The majority of
“Well, if I don’t like it, I
can always return it”. consumers feels a
responsibility towards
- but - the company to not
return the products on
High threshold to the 364th day.
return
Yes, you can return, but
it’s always easier to
choose the default
option, not doing
anything and just
keeping the product. Results?
In general, the return
policy makes
consumers order and
buy 150% more.


Unused potential
Cute animals get born from
time to time. Employees
were video amateurs.

Kai Mook
Isn’t she cute?

Capitalize on unused potential.
Results?
Over 600.000 people watched the
birth. Live. Over 33% more visitors.
A story worth sharing Nominated as product of the year.
Wouldn’t it be great if every
Belgian felt a bit pregnant too?


Instruments of change.
People don’t change overnight. Nor do companies. Use a set of tools.

1 2 3 4

Unused potential of your Workshops, training and Guidelines & Smart projects.
employees. coaching. Best Practices.
Small, manageable project with
WHAT

What people already support our Knowledge, training and People need both negative and
cause? Who can help us spread structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals
the word? Build best practices? the boundaries, best practices to that help the organization learn,
Excite others? get inspired and excited. change and set next steps.

Scanning the organization for key Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on
opinion leaders, evangelists and workshop and knowledge media guidelines and procedures. feasibility versus impact.
BY

advocates. sessions with different Defining clear roads ahead by Defining clear KPI’s in terms of
departments. sharing best practices. intrinsic goals, learning goals and
change management goals.
EXAMPLES

Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, branchemarking Spearhead employees to test new tools,
Camp with thought leaders, etc. workshops, content brainstorms, initiatives, etc. A/B testing channels, etc.
internal conferences, etc.


Project KPIs.
To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management
KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also
to be able to make a project successful on several axes.

Intrinsic KPIs
Your ‘normal’ set of KPIs that are
easy to measure. E.g. grow 50% in
number of followers.

INTRINSIC

LEARNING CHANGE
MANAGEMENT

Learning KPIs Change management KPIs
What can we learn from these How will this project help change the
projects? E.g. learn which content organization E.g. convince manager X that
works best to convert people to fans LinkedIn is as converting as twitter,
or followers. gather a spearhead group of 50 internal
enthousiasts.

Warning: this part is a bit theoretical.

Facebook forces
gradual engagement.
A lot of campaigns are designed to collect
Facebook likes. To be able to tap into the
consumer news feed, however, a consumer
has to have a recent interaction with a
brand.

Twitter forces gradual engagement.
The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-
hour content strategy.


The concept of gradual engagement.
Consumers have both monetary and conversation value. Instead of bombarding them with messages, only
targeting them in campaign season or approaching them as cash cows, engage them.

Stumbling Endorsing
Consumer stumbled upon online Consumer tells others. Consumer
brand content or comes into contact likes a piece of content, collects it,
with us offline. E.g. consumers reads curates it, retweets it, shares it and/or
an article shared by a friend. evaluates a brand. E.g. consumer
ranks a hotel on Tripadvisor.

Contributing
Consumer collaborates with a brand
Following on adhoc or long term basis. E.g.
consumer joins Telenet cocreation
Drifting Consumer commits to the brand by
community.
Consumers aren’t engaging in any liking, subscribing, following or ‘fan’-
way. E.g. consumer is just browsing ing the brand or leaving contact
around online, doesn’t visit our details. E.g. consumer becomes a
stores. facebook fan.


Campaigns versus programs in engagement.
Campaigns have high reach and big impact, but are limited in time.
Programs are continuous efforts to gradually engage consumers.

Stumbling Endorsing
Consumer stumbled upon online Consumer tells others. Consumer
brand content or comes into contact likes a piece of content, collects it,
with us offline. E.g. consumers reads curates it, retweets it, shares it and/or
an article shared by a friend. evaluates a brand. E.g. consumer
ranks a hotel on Tripadvisor.
Adwords Activate
to convert to share Spotlight on
ambassadors
Select for
Bannering community
for likes
Fill the funnel Contributing
Consumer collaborates with a brand
Following on adhoc or long term basis. E.g.
consumer joins Telenet cocreation
Drifting Consumer commits to the brand by
community.
Consumers aren’t engaging in any liking, subscribing, following or ‘fan’-
way. E.g. consumer is just browsing ing the brand or leaving contact
around online, doesn’t visit our details. E.g. consumer becomes a
stores. facebook fan.

]

It works beats “it would
be cool if” every day.
Just make sure it does the job.

Maybe the best social media campaign ever.

You can forget most of the things I said
today. But please, remember 3 things.


“ Create acts, not ads.
Leo Burnett.

“
Create momentum.

48
Help me change companies. Act yourself.
Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48
hours that actually makes your company or your clients more customer connected.

I try to change companies to
be less about ads and more about acts.
Through inspiration, strategy and coaching.

Thanks for your time.
Download the presentation at polle.me/nudge-nspoort
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)

http://polle.me/nudge-nspoort

The shitty position of being a dissatisfier for NS Poort

The shitty position of being a dissatisfier for NS Poort

Recommandé

Recommandé

Contenu connexe

Similaire à The shitty position of being a dissatisfier for NS Poort

Similaire à The shitty position of being a dissatisfier for NS Poort (20)

Plus de Polle de Maagt

Plus de Polle de Maagt (16)

Dernier

Dernier (20)

The shitty position of being a dissatisfier for NS Poort