Presentation given by Thor Muller and Lane Becker at Future of Web Apps, London, October 2007

1. Customer service is the
new marketing
Thor Muller, CEO
Lane Becker, President

2. The expectations game
http://www.youtube.com/watch?v=QkyNtvNz3DQ

3. The sacred hospitality code

4. A drink before introductions

5. 8 waitstaff per guest

6. This is a great approach to customer service

7. This is a great approach to customer service
But it doesn’t scale.

8. There’s more than one way to succeed in the
marketplace
Customer-focused Product-focused Operations-focused
Four Seasons, Zappos, Craigslist Apple, Google, most web Telecommunications, cable,
startups some widget companies?

9. The best way to deliver excellent
customer service is...
stop trying

10. Here’s what “trying” looks like...

11. Here’s what you end up
with
http://www.youtube.com/watch?v=BjSTTb_siCU

12. 3% of US employed in related support roles
(That’s the population of Florida!)

13. It’s often worse for startups

14. The surprising solution

15. Secrets of the Concierge
1. Put conversations at the center of
the business
2. Reduce your sphere of control to
increase sphere of influence
1. Smash the silos

16. 1
conversations at the
center of the business
“Markets are conversations”
-The Cluetrain Manifesto

17. Disconnected tools lead to customer
disconnection
Trouble
Contact FAQ Ticket Forum Wiki
page System
}
Disconnected support tools

18. Instead, use support tools on top of discussions
Trouble
Contact Ticket
page FAQ Forum Wiki
System
Conversations

19. “Customer interactions are our best
branding opportunities” Tony Hsieh, Zappos

20. Reduce support tasks while
increasing engagement
from 50% issues unresolved (with trouble ticket system and dedicated staff)
to 50% answered by other customers...

21. Timbuk2 customer service page

22. Timbuk2 customer service page

23. Embrace critics

24. Twitter’s responsiveness spawns evangelists

25. Twitter’s responsiveness spawns evangelists

26. Foster ideas wherever they come from

27. Dangers: the Digg Revolt

28. 2
Reduce your sphere
of control
...to increase your sphere of influence

29. In your hands, but out of your control

30. Don’t create systems that place constraints on
customer interactions

31. Harness the natural flow of feedback

32. Stop building FAQs that break

33. Your story is your customers’ story

34. Danger: people are messy

35. The special role of company representative
Photo: Heather Champ

36. 3
Smash the Silos
(Think like the network)

37. The “it’s not our problem” problem

38. A customer-centric view

39. Expose content for discovery

40. Nobody’s in charge anymore!

41. Dangers: Competition

42. So ask yourself:
What would a concierge do?