Stellar service is the new normal (also see http://polle.me/LXYaHo). Consumers and clients expect more, so start delivering. This presentation focusses on the shift in expectations and how to gradually get your organisation ready to implement social media and better servicing.

1. Polle de Maagt @polledemaagt
Service is sales.
Why service management is the single most important thing. Ever.
@polledemaagt for Heliview Service Management Conference Ede.

2. Polle de Maagt @polledemaagt
Yep. I know I look like 18.
But I’m actually 29. Most old people
tell me I will be happy with them
when I’m 50. I doubt that.
Polle de Maagt.
Changing companies to be
more about acts, less about ads. The reason to move to Gent
The love of my life. What better
reason is there?!

3. Polle de Maagt @polledemaagt
Currently, I do long term digital (and social) strategy for
Global EU NL/Global Global

4. Polle de Maagt @polledemaagt
Sorry, I only have 25 minutes.

5. Polle de Maagt @polledemaagt
I won’t insult you by taking you through this slide.

6. Polle de Maagt @polledemaagt
KLM Surprise

7. Polle de Maagt @polledemaagt
Dude, where’s my suitcase?!
The suitcase-principle: you can do all the cool social business stuff
you want, but if you don’t get the basics straight, you’re lost.

8. Sorry ... what?!
And what if your service breaks down
for the second time in a month?
People are fed up with technology gimmicks.
People are fed up with ads and demand acts.

9. Polle de Maagt @polledemaagt
It’s all about managing expectations.
Over-the-top-delivery
Feeds negative conversations
Over-delivery
Feeds positive conversations
Expectations level Delivery
Set by pricing, brand, communications, No reason for conversations
previous experience, hearsay
Under-delivery
Feeds negative conversations

10. Polle de Maagt @polledemaagt
Three things I want to talk about today.
Prove that service is sales. Build upon your unused potential. Do stuff worth sharing.
Service isn’t ‘extra’, it’s everything. Don’t do things that aren’t natural to you. Do stuff that’s drives advocacy and is worth
Do small experiments and see what works. paying for.

11. Polle de Maagt @polledemaagt
Would this work?
Would this make a difference
in their tips?
For me, it all started with this bill.
Yep.
I should treat my nails better.

12. Polle de Maagt @polledemaagt
Business from a 365 day return policy.
Zappos’ 365 day return policy serves a double purpose: it’s yet another (communication) proof of their dedication to
customer service and it’s a great way to increase the sales per client. The basic idea: Zappos hacks the default option,
consumers are more likely to do nothing if they have the choice.
Emotional
Low threshold to
commitment
order
The majority of
“Well, if I don’t like it, I
can always return it”. consumers feels a
responsibility towards
- but - the company to not
return the products on
High threshold to the 364th day.
return
Yes, you can return, but
it’s always easier to
choose the default
option, not doing
anything and just
keeping the product. Results?
In general, the return
policy makes
consumers order and
buy 150% more.

13. More than 50 dedicated employees.
A 1h response & 24h solution
24/7 service in 4 world languages
(soon more)

14. Polle de Maagt @polledemaagt
Three things I want to talk about today.
Prove that service is sales. Build upon your unused potential. Do stuff worth sharing.
Service isn’t ‘extra’, it’s everything. Don’t do things that aren’t natural to you. Do stuff that’s drives advocacy and is worth
Do small experiments and see what works. paying for.

15. Polle de Maagt @polledemaagt
The Twitter case for physicians.
My physician in Merelbeke (Gent, Belgium), Karim De Boever, uses Twitter. To express his ideas, to show the
photos he makes but above all, to stay in contact with his clients. It gives a personal touch to the client-
physician interactions but, above all, it makes his clients happier.
A closed account
Physicians walk a
thin line when they Direct messages
engage via social Direct messages are
media. Their oath, a great way to keep
but in general, client a pulse on clients.
privacy, restricts
their possibilities.
Effect?
It is a well-known
fact that the more
time a doctor
spends with his
patients, the
happier (and
healthier!) they are.

16. Polle de Maagt @polledemaagt
Social media in Zeyn restaurant.
Work with what you have. Experiment. ‘Forced’ kindness.
Check the material you’re working with. Find the things that don’t work. Test your Changing a company to be more about
hunches. social isn’t always easy.

17. Polle de Maagt @polledemaagt
Puratos makes bakery ingredients.
Co-creating new products with Using their signatures and out-of- Employees so dedicated, that they
both clients, endconsumers and office replies to tell corporate have a tattoo.
suppliers. stories.

18. Polle de Maagt @polledemaagt
Three things I want to talk about today.
Prove that service is sales. Build upon your unused potential. Do stuff worth sharing.
Service isn’t ‘extra’, it’s everything. Don’t do things that aren’t natural to you. Do stuff that’s drives advocacy and is worth
Do small experiments and see what works. paying for.

19. Polle de Maagt @polledemaagt
Gift-wrap sales promotions.
“Oslo? 20% off if you “We think you should see
book now!”
the northern light at
least once in your life”
That’s why you get a 10% discount flying to
Norway.
That is gift-wrapping your offering.
Make sales promotions so that they
prove your brand and are
conversation-worthy.
Photo: B_Olsen (Flickr)

20. Polle de Maagt @polledemaagt
]
Owner Eduardo asks every
client to leave a testimonial.
At tripadvisor.com, the main source
for tourists to find a hotel or B&B.
Bed & Breakfast with social media impact.
The result?
Il Giglio d’Oro was the no 1 B&B in
Italy and no 7 in Europe.

21. Polle de Maagt @polledemaagt

22. Polle de Maagt @polledemaagt
The ‘multi-dimensional' return on service.
Client-facing
KLM Surprise ‘Thank you’
Zappos’ 365 free return
Indirect Return Direct Return
Employee ideas
KLM Web Relations
Employee happiness
Company-facing

23. Polle de Maagt @polledemaagt
Create momentum.
Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.
Expert
Conversion Metrics & Intermediate
Sensibilisation
Reporting
Novice
Start

24. Polle de Maagt @polledemaagt
Example: KLM onboard service evolution.
From social media to a social business.
2010 2010-2011 2011-2012 2012-2013
Social campaigns Social service Social Products A true social business
Social seating, booking and sales
Can you guess what’s next?

25. Polle de Maagt @polledemaagt
My niece Marilien.
She is finding the 10.000
ways that don’t work.
Stumbles and falls.
And gets up again.
And this is one of them.
Feeding fluffy mini-
Bumba’s ... #fail.
Find the 10.000 ways that don’t work.

26. Polle de Maagt @polledemaagt
48
Help me change companies. Act yourself.
Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48
hours that actually makes your company or your clients more customer connected.

27. Polle de Maagt @polledemaagt
Thank you. I hope you liked it.
@polledemaagt / polle@polledemaagt.com / polledemaagt.com
Download the presentation at http://polle.me/PolleforHeliview
(and please, give me a nice speaker rating)