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Stop the paradox

To move forward in word-of-mouth, companies need to stop the paradox: saying they care about clients, but in reality they don't care at all!

stevenvanbelleghem
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Stop the paradox

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  1. Stop the Paradox Steven Van Belleghem -- @Steven_InSites @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48

  2. Word-of-Mouth is growthdriver Word-of-Mouthjust happens @Steven_InSites #cm48

  3. Word-of-Mouth is growthdriver 73% Word-of-Mouthjust happens 80% @Steven_InSites #cm48

  4. @Steven_InSites #cm48

  5. Clienthappiness is important Client service is tooexpensive @Steven_InSites #cm48

  6. @Steven_InSites #cm48

  7. % neverreplies to questions: 11%throughcustomer service 24%onbrandedsocial media 28%onsocial media @Steven_InSites #cm48

  8. Everyclient is important Ifonly 500 clients are unhappy, well… @Steven_InSites #cm48

  9. 40% negative 7% negative @Steven_InSites #cm48

  10. The paradox? 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

  11. We say we care,but we don’t 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

  12. 2 simplequestions: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

  13. How important are happy clients? @Steven_InSites #cm48 @Steven_InSites #cm48

  14. Are youseriousaboutit? @Steven_InSites #cm48 @Steven_InSites #cm48

  15. 3 attitudes: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48

  16. @Steven_InSites #cm48

  17. 16% 77% 7% @Steven_InSites #cm48

  18. How important are happy clients? Very important! Very open & positiveintentions! @Steven_InSites #cm48 @Steven_InSites #cm48

  19. Are youseriousaboutit? NO! @Steven_InSites #cm48 @Steven_InSites #cm48

  20. Only 1 option… 40% negative 7% negative

  21. Happy clients Positive WOM Growth @Steven_InSites #cm48

  22. Productdevelopment CO-CREATE Listening WOM strategy& policy Touchpoints experience Conversationson & offline

  23. WOM strategy @Steven_InSites #cm48

  24. Notanisland

  25. Create context forsuccess

  26. A policythatworks

  27. 32%: policy in place

  28. 42%: no interest

  29. New KPIs

  30. New KPIs: 38%

  31. Reach: L - H Sentiment: neg - pos @Steven_InSites #cm48

  32. As a manager As a brand As a peer Observe Facilitate/Co-create Join

  33. As a manager As a brand As a peer Observe Facilitate/Co-create Join

  34. 64% consider keeping track of what consumers are saying a priority 2010

  35. 2010 20% Is tracking consumer conversations

  36. Specific team listens Wholecompanylistens @Steven_InSites #cm48

  37. 80% 20% Specific team listens Wholecompanylistens @Steven_InSites #cm48

  38. We are ALL listening Leads to higher business growth

  39. As a manager As a brand As a peer Observe Facilitate/Co-create Join

  40. 20% has a community

  41. Highergrowth 20% has a community

  42. Co-Creation

  43. As a manager As a brand As a peer Observe Facilitate/Co-create Join

  44. 40%of companies is NOT present onsocial media

  45. 20%of companies has a Twitter account

  46. Stop the Paradox @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48 @Steven_InSites #cm48

  47. Productdevelopment CO-CREATE Listening WOM strategy& policy Touchpoints experience Conversationson & offline

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