Keynote given on June 10, 2013 for Vlerick Conversation Management Platform event in Brussels, Belgium. Part 1 deals with the 3 trends in customer service: desintermediation, frictionless service and crowdservice. Part 2 discusses the future of customer service: we will not use service to solve problems, but service will connect people around your brand (service as the new marketing) . In a third part, the presentation explains how Lampiris is responding to these challenges.

1. Conversation management
The service is the product
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2. Me= @kodel
Lampiris= not your average company
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3. Lampiris on social
2011 CEO on Twitter
2012 virtual team
2013 callcenter + CM
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4. CEO’s on Twitter
Public discussion
within sector.
Opinion making.
Positioning.
+approachable
for customers
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5. Virtual Social MediaTeam
Break the silo’s.
Inject the
customer in
every
department.
(hands & eyes
for 24/7)
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6. Callcenter / CM workflow
Community
Manager as
‘virtual
bartender’
Callcenter to
help customers
(not: gateway)
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7. Wait, where will this lead us?
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8. Trends in customer service
1. disintermediation
2. frictionless service
3. crowdservice
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9. Disintermediation
Intermediates disappear from the value chain.
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10. Disintermediation
Today we want to:
decrease contact rate (lower costs)
handle calls faster (lower costs)
maintain procedures (lower change cost)
Result: we (our sector) will become irrelevant
2015:
increase contact rate (gain relevance)
define new products (find new profits)
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11. Technology enables frictionless service design
Frictionless service
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12. Today we want to:
split B2B & B2C customers
separate processes according to departments
batch processing to optimise costs
Result: customer needs to understand our structure
2015:
service design will replace project based planning
customer lifecycle management will be automated
Frictionless service
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13. Customers want to help other customers
Crowdservice
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14. Today we want to:
help customers on social media
avoid calls by using a FAQ
engage with customers, e.g. in our campaigns
Result: both quality and cost are rising
2015:
customers login to solve customer problems
we will facilitate a community using brand status
Crowdservice
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15. Customer service in the future
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16. Change the paradigm
old:
service= solving problems
new:
Service= connecting
people around your brand
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17. Service is the new marketing
Service is the new service
Service is the new product
Let’s see how we can deal with this
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18. Response to disintermediation
energy management will be our main service
energy supply will be a zero-profit business
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19. Response to frictionless service
customer touchpoint mapping guides projects
resources and processes follow customer needs (the boring part)
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20. Response to crowdservice
MGM to the next level: network of service angels
users will receive status points for helping other users
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21. Response to 2015 trends
disintermediation
provide energy management
frictionless service
customer touchpoint mapping
crowdservice
build MGM network of customers
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22. Implementation details
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23. Definition of a community
values
community
interestactivity
(NOT: value of
the marketing
campaign)
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24. Case 1: Lampiris Facebook customer community
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25. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
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26. Case 2: Cocreation group for new invoices
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27. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
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28. Case 3: Grow a pair campaign
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29. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
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30. Case 4: Internal Yammer network
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31. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
@kodel

32. Case 5: Twitter as a WoM community
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33. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
Twitter
WoM
@kodel

34. Case 6: Lampiris energy producers
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35. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
Twitter
WoM
Energy
producers
@kodel

36. Case 7: Green Energy Run B2B community
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37. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
Twitter
WoM
Energy
producers
Tous Au
Vert blog
Samen
groener
group
Natuurpunt
offline
B2B Green
Energy Run
@kodel

38. Case 8: Tous au vert community gone wrong
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39. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
Twitter
WoM
Energy
producers
Tous Au
Vert blog
@kodel

40. Case 9: Natuurpunt, community partnership
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41. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
Twitter
WoM
Energy
producers
Tous Au
Vert blog
Samen
groener
group
Natuurpunt
offline
@kodel

42. Case 10: Samen Groener, under construction
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43. Mapping cases on the community dashboard
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
Twitter
WoM
Energy
producers
Tous Au
Vert blog
Samen
groener
group
@kodel

44. We are still planning for the ultimate community…
Business process related
Identification
of members
Facebook
page
Cocreation
group
Grow a pair
campaign
Internal
Yammer
Twitter
WoM
Energy
producers
Tous Au
Vert blog
Samen
groener
group
Natuurpunt
offline
B2B Green
Energy Run
?
@kodel

45. Conclusion
• We love interacting with clients.
Communities are a good instrument for this.
• It remains difficult to combine relevancy
(identification by members) and business value
(contributes to our busines process)
But: every step we have taken in community
development has made us better as a company.
@kodel