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The world is a giant
web of conversations. Customers with customers Sales reps People with with people online customers PR with the Conversations Employees media with customers Executives People with with opinion Your partners friends leaders and vendors with customers
With more channels than ever
before Conferences Sales Podcasts meetings Webinars Conversations Blogs Social You Tube Online networks communities
A DS • ES AG
E SS KS M EC S G D IN ES N ET AL RK • S IO A M NT AY TE W N T E- CO ON EB SA W R VE N CO
Trus t The • Builds
understanding importance of • Emotional connections conversations • Develops relationships isn’t new…
5 things make it more
important 1. Trust 2. Overwhelmed 3. Being heard, having a say 4. Emotional connections 5. Web 2.0
The 5 biggest obstacles 1.
Misperception: tag lines & mission/vision ‘r it 2. Company/product focus vs.. customer focus 3. Committee “mush” and fraidy cats 4. Command and control mindset 5. Nothing to talk about
What truly makes us different
is that we listen to you, our users…Kayak employees (from our CEO to accounting to our geeky engineers) personally answer each and every email. Anyone can listen, but we also react.
Value: Responding to negative My
first - and what I'd planned on being my LAST - visit to Cowboys and Angels was a total nightmare. What I didn't anticipate was getting a phone call from the owner of the salon. I went back in last night to give them another go —- this time it was on the house... I have never been more pleased with a haircut. It looks AMAZING.
How a POV differs POINT
OF VIEW Beliefs and ideas that provoke conversation, build understanding; something a person would say VISION Why the organization exists, provides direction to what company does VALUE Value customers get from doing business PROPOSITION with company MESSAGING Most important points to convey about company, product, service ELEVATOR SPEECH Simple sentence describing business, how it differs
“Three out of four people
on the earth aren’t connected to the Internet. Our mission is to provide the infrastructure… But our cause is to eliminate the digital divide.” Scott McNealy, chairman, Sun Microsystems
Ask new questions • What
do we passionately believe? • Customers love when we… • What’s the one best piece of advice to give to our customers? • If we had a crystal ball, what changes would we see in our industry? 25 questions, p. 206, Beyond Buzz