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The Future of Service

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Service is changing and becoming even more central to the customer experience. Content can play a key role in delivering a better service to customers and adding value across the entire customer experience. Join us to find out how your brand can evolve its service proposition and use content to serve your customers even better.

From the super-slick to the luxury, this presentation explores the new faces of service and the role content can play in both, before going onto explore how brands can turn conversations into super examples of service.

This was presented by the Strategy team of content marketing agency, Seven, at their recent event, Future Think: The Future of Service.

To keep informed and up-to-date about upcoming events and insight from Seven, please contact our Strategy Director, kevin.sutherland@seven.co.uk or visit: www.seven.co.uk/subscribe.

Publié dans : Marketing
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The Future of Service

  1. 1. @AgencySeven
  2. 2. @AgencySeven
  3. 3. “We need to stop interrupting what people are interested in and be what people are interested in.” Craig Davis, Chief Creative Officer, JWT
  4. 4. The new faces of service Charlotte Mulley @cmulley24, Head of Planning
  5. 5. Good service has always been important
  6. 6. But the digital age has put service even more in the spotlight Source: Econsultancy Digital Trends 2014
  7. 7. So what’s the big deal about service?
  8. 8. 1. More channels McKinsey
  9. 9. 2. Higher customer expectations Source: Zendesk Study: The omnichannel customer service gap
  10. 10. ‘Brand Butlers’ “With pragmatic, convenience-loving consumers enjoying instant access to an ever-growing number of supporting services and tools (both offline and online), brands urgently need to hone their 'butlering skills'*, focusing on assisting consumers to make the most of their daily lives, versus the old model of selling them a lifestyle if not identity.” Trendwatching, 2014
  11. 11. So what’s the pay off for brands? Increased influence in the customer journey Increased loyalty Increased revenue
  12. 12. So what do the new faces of service look like?
  13. 13. 1. Super slick
  14. 14. Fitbay
  15. 15. Ask Zappos
  16. 16. Virgin Atlantic
  17. 17. Experian
  18. 18. 2. Immersive
  19. 19. Selfridges: Bright Old Things
  20. 20. Four Seasons: Pin.Pack.Go
  21. 21. Delta Innovation Class
  22. 22. Staples & Regus business hubs
  23. 23. So what’s the role for content with these new faces of service?
  24. 24. 1. Being useful – provide content that helps customers make better buying decisions 2. Being enriching – provide value added services that they don’t expect and make their lives better 3. Providing consistency - through a consistent editorial purpose and regular drumbeat of content 4. Showing your brand’s EQ – understand your customers’ emotional as well as functional needs
  25. 25. Trendwatching, 2014 “Too few brands understand that amid all this rapid change, the fundamentals of great service remain the same. It's about the feeling of being recognised. Listened to. Valued and cared for. Smart brands will find new ways to serve those age-old imperatives.”
  26. 26. Thank you.
  27. 27. Turning conversation into a service Lisa Talia Moretti @LisaTalia, Digital Strategist
  28. 28. Trendwatching, 2014 “Too few brands understand that amid all this rapid change, the fundamentals of great service remain the same. It's about the feeling of being recognised. Listened to. Valued and cared for. Smart brands will find new ways to serve those age-old imperatives.”
  29. 29. Seven truths about great customer service
  30. 30. HELLO! 1
  31. 31. OR 2
  32. 32. 3
  33. 33. 4 To our customers, At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better. Tim Cook, Apple’s CEO
  34. 34. 5
  35. 35. 6
  36. 36. 7
  37. 37. What’s the ROI on trust?
  38. 38. The lessons
  39. 39. 1. Leave a good impression. 2. Be careful who gets the car keys. 3. Don’t lie. Ever. 4. Apologise as if it were for a friend. 5. Keep your promises. 6. Remember the little things. 7. Do this in everything you do.
  40. 40. Thankyou. Likewhatyousee? Tweetus@SevenEC1/#FutureThinkor emailkevin.sutherland@seven.co.uk

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