Principles of good communication by Sonos, by Kenneth Refsgaard, Sr. Manager Digital Care Sonos

1. Kenneth Refsgaard • kenneth.refsgaard@sonos.com • @krefsgaard
Principles of good communication by Sonos
#inSpiredEvent2017

3. Principles of Communication
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Communication
has changed

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Communication has changed
Consumers to consumers
Many to many conversations
Personal
No fluff
Urgency
From To
Brands to consumers
TV and print Marketing
Phone and email Service
Formal

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Two examples

8. Something goes wrong.
Our customers are talking about it on social and on
our communities.
They’re not happy. They want answers.
Immediately.
We follow our processes. Escalation.
Communication. And we respond.
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Example #1
______________________________________
How long did it take? Does our communication meet
customer expectations? How transparent are we?
Did we communicate well?

9. Our customer preferences have evolved.
We decide to introduce our service teams to new
channels like Messenger and communities.
We define processes and best practices. We train
our teams. And promote these new channels.
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Example #2
______________________________________
How easy is it for our teams to transition to these
new channels?
Are we meeting customer expectations with our
responses?
Are we communicating well?

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How do we define good
communication?

11. 3 Principles of Communication
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Principle #1
Timely
Real-time conversations
Communicate in customers’ pace, not our own
Saying nothing is not an option

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Principle #2
Authentic
Like we’re explaining to a friend
Sound like human beings
Show sympathy and empathy
The right tone of voice

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Principle #3
Meaningful
What we say has purpose and value
We avoid canned responses
We lean towards transparency

15. Timely
Authentic
Meaningful
Crisis response
Emails
Social service
Community
Phone interactions
Knowledge base

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From Communication to
Experience Principles

17. Timely
Authentic
Meaningful
Effortless
From Communication to Experience Principles
Audience:
Customer

18. Authentic Meaningful Effortless EngagedEfficientTimely
CUSTOMER COMPANY TEAMS
From Communication to Experience Principles
Phone
Email
Social
Community
Online
KPIs

20. Kenneth Refsgaard
#inSpiredEvent2017
Email: kenneth.refsgaard@sonos.com