Transcript
Chapter 7
Steps for creating a baseline. AIM
1. Active listening – using the information that is being shared for your own intelligence
2. Recognize the value of both negative and positive conversations.
3. Build a conversation and the baseline becomes the background measure by which one
can assess success.
4. Influence identification
5. Marketplace performance assessment
6. Conversational baseline- i.e. digital voodoo
Impact of mobile computing.
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Establishes a direct linkage with its costumers
Right here right now with the people around me.
The instant ability to connect, evaluate, act, and influence others
Combination of peer and expert dialogue
Café Coffee day example- presence, response, listen, acknowledge, correct, move on.
Steps of the collaboration process
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Top of the engagement process
Connecting the off-domain conversation with on-domain application
Define your objectives- business objectives and customer base
Listen- implement listening program and use it to understand and evaluate brand,
product, or service
5. Organize- internally and externally through thoughtful listening in order to respond to
customer needs rather than just the functional issue.
6. Engage- through participation. Respond in appropriate channels, implement collaborative
solutions, and give customers credit.
7. Measure- Aggressively measure everything until you have adequate baselines to assess
programs.
8. Participants who are able to curate, create, and collaborate develop a strong loyalty to
brand
Crowdsourcing
1. Gives customers the ability to have a hand in the design and the advancement of specific
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solutions.
Letting customers sort what they want and need
Crowdspring- participating with designers to create an optimal logo.
The more you participate the more the crowd will participate
Customers become involved with products/services from the start i.e. Threadless
Four elements of Gamification
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Gamification is the adaptation of the principles of online games to social application.
Adding an element of fun encourages people to do more of what they like to do.
Helps people achieve goals that are meaningful to them
Helps the brand achieve the business objectives
Encourages participation
Four elements of gamification include: points, ranks or levels, badges, missions or
journeys
Points: Make progress visible and measurable thereby inspiring efforts at
improvement.
Ranks: Reputation systems encourage people to stay active over time. They are
intuitively progressive and progressively more difficult.
Badges: awarded for any behavior to be encouraged which can be activity,
attendance, affiliation, and achievement.
Missions and journeys: with their built-in difficulty are an ideal vehicle for
building social brand advocates.
List and describe the four elements of gamification.
The first element of gamification is points. Having a point system is an integral part to making
progress visible and inspiring efforts of self-improvement. The second element is rank. Rank
systems allow consumers to develop reputations thereby encouraging users to stay actively
engaged over time. These ranking systems are intuitively progressive and become more
challenging with rank. The next element is Badges. Awarding badges helps encourage certain
behaviors which can be activity, attendance, affiliations and achievement. Finally Missions and
journey may be the most important element of gamification tying all the other points together.
Their built-in difficulty creates the ideal vehicle for creating and maintaining social brand
advocates.
Chapter 8
Three engagement types
1. Support – Customers give and receive help and advice related to the use of a product.
2. Sales- Customers signal needs or share experiences in the context of purchasing a product
3. Innovation- Customers share ideas and experiences to help companies improve products
or processes
4. My Starbucks idea is an example of the innovation process. The engagement platform is
the website and the engagement activity is the suggestion box.
5. HP support forums are an example of support where there are member driven answers to
technical questions. HP plays a supportive rather than primary role.
6. Indium.com is an example of the sales because it is a platform for thought leadership
inviting discussion and creating loyalty.
7. Support, sales, and innovation are reflected in the engagement hierarchy. The satisfaction
comes from the customer support. The Loyalty is seen in the sales, and the advocacy
denotes the innovation.
How to align the needs of the business and the customer.
1. “How do I” creates a need to fulfill and reflects the level of customer support. If a
company is able to fulfill this basic need they will most likely create a loyal customer.
You must first meet the basic need before addressing any other level of the pyramid. (Cite
forum for technical support).
2. Sales go hand in hand with peer support and forums aka: support-type engagement. Sales
engagement can be seen in Canadian electronics retailer Future shop.
3. The hierarchy of engagement types reflects increasing levels of value for the company.
Support engagement reduces cost, sales engagement drives revenue and innovation
engagement produces improvements that offer returns on investment in the future.
4. Creating advocates through engagement
5. Connecting customer feedback and business processes
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Chapter 9
What is CRM?
1. CRM stands for Customer relationship management.
2. The idea is to capture information about each customer and then put that information to
work in every interaction you have with that customer.
Three major transformations of the CRM industry.
1. The movement from on premise to SaaS. Rather than installing solutions onsite behind a
firewall the Enterprise software industry opted to host in a data center via the web
offering access through the web. Salesforce.
2. The continued expansion of the CRM solution. CRM vendors were faced with adding
new products to the suite to be effective competitors in the market. So in addition to
offering SaaS CRM vendors continue adding new products to their suites.
3. The arrival of social technologies. Suddenly new interactions, many of them not only
behind firewalls but also not even on the web domain needed to be encompassed in CRM
to provide the 360 view of the customer.
