Executive summary: Change the game in #customer #experience by using #service #design and #experiential #social #media to earn #trust, #relationship, preference and sustainable high #lifetime #value through interaction #CLV

1. Experiential Social Media and Social Business
Christopher S. Rollyson and Associates
Plan | Learn | Scale | Integrate | Manage
Service Design + Experiential Social Media for
Customer Experience

2. Experiential Social Media and Social Business
Christopher S. Rollyson and Associates
Plan | Learn | Scale | Integrate | Manage
Do you want to disrupt business as usual?
Play by new rules

3. Service Design + Experiential Social Media for Customer Experience2018 Q2
We Face a Full-Blown Attention and
Trust Crisis
How can brands connect with disillusioned customers and
employees?
➡ There’s little you can say to convince anyone of anything.
➡ There are things you can do to earn business and loyalty through your
actions.
➡ Online interactions have much more credibility than any words anyone
can say.
➡ Online interactions are scalable.
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4. Service Design + Experiential Social Media for Customer Experience2018 Q2
Service Design Empowers Firms and
Customers
1Fuses diverse
disciplines like
ethnography,
information &
management
science, and human-
centered design
2Builds services
(digital/analog
processes) that are
user-friendly and
relevant to
customers—and
sustainable and
competitive for firms
3Experiential social
media is a service in
which firms support
and care for
customers in digital
public, showing their
relevance and care,
and earning business
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More Online

5. Service Design + Experiential Social Media for Customer Experience2018 Q2
Experiential Earns Business in a New Way
We build trust between you and customers, partners and other
stakeholders by reversing the key marketing rules your rivals use:
We treat the root cause of people’s skepticism:
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We do not:
Promote you or tell people what you
want them to know
➡ People are turned off by promotion
because it feels coercive
➡ Words are not trusted
We do:
Show your relevance and care for
people by interacting with them in
digital public
➡ People are turned on by caring
➡ Actions are trusted
Too much
Marketing
Too little
Caring

6. Service Design + Experiential Social Media for Customer Experience2018 Q2
Experiential Outperforms by Multiples
2For Columbia College
Chicago, experiential
twitter earned 500%
more results than
normal twitter
more...
1For USI Alarms,
experiential twitter
earned 400% more
ecommerce traffic
than normal twitter
more...
3
For Columbia, Maryland,
experiential reversed
the government’s
poor reputation
among citizen voters
more...
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7. Service Design + Experiential Social Media for Customer Experience2018 Q2
How Experiential Works
1. We conduct research using service design methods:
• Understand key customer issues, in their own words, without asking/biasing them.
• Program filters to find optimal interactions among groups of key customers.
• Recruit and structure team (usually a blend of CSRA and your staff).
• Launch and iterate an experiential landing page with deep links to your website’s calls to action
(i.e. buy, sign up, etc.).
2. We enter optimal interactions with people and interact using your accounts:
• Help customers to think through their issues and emotions in situations that correlate very
highly with your products/services—without promoting you.
• Harvest, tag and reshare interactions with customers’ insights and expressions of gratitude.
• Use agile project management: start small, verify/adjust, then scale rapidly.
• Measure trust quantitatively for real-time feedback on interactions’ impact. Trust is the most
reliable predictor of results for buying, supporting you, and other calls to action.
3. We share results with other teams to magnify experiential’s impact:
• Quotes and links from interactions in can be used email, website, flyers, speeches...
• Your normal digital marketing teams will learn a lot from experiential, and they can use links to
our library of interactions as content—the most convincing content.
• Adjust your marketing, PR and executive messages based on 100s of stakeholder interactions.
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8. Service Design + Experiential Social Media for Customer Experience2018 Q2
About CSRA
Trusted by leaders to lead mission-critical initiatives:
• Over 30 years of consulting and marketing leadership with global firms,
startups, small businesses, governments and nonprofits.
• Helped build PricewaterhouseCoopers’ digital transformation practice,
and KPMG’s digital marketing capability.
- More...
Pioneered experiential social media since 2006:
• Trusted by global firms, nonprofits and government to transform their
relationships with key supporters and stakeholders.
• Created the Social Channel App to empower people to practice
experiential.
- More...
CSRA is virtual, so you get the best people at lowest cost:
• We draw from our network of 1000s of high-performance professionals.
• We are agile and flexible, so we can adjust to support you better.
- More...
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CSRA Managing Director
Christopher S. Rollyson
• (312) 925-1549
• chris@rollyson.net
• http://rollyson.net