Service = Marketing · products Game changer 1 Waarom moet dit veranderen ? 4 Grootste reden = Game...
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Anouk Vastert Global lead Transformation Marketing & Digital Customer Service Philips, Consumer products Service = Marketing s ervice van cost c enter naar value driver
Transcript of Service = Marketing · products Game changer 1 Waarom moet dit veranderen ? 4 Grootste reden = Game...
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Anouk Vastert Global lead Transformation Marketing & DigitalCustomer Service Philips, Consumer products
Service = Marketingservice van cost center naar value driver
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Wie heeft een aparte afdeling Customer Service ?
Bij wie van uw bedrijven is het de marketing afdelingdie voor alle contacten met consumenten zorgt, dus ook alle vragen, klachten en retouren ?
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Anywhere, anytime, anyplace
Game changer 2
“Social is taking us on a free ride to heaven & hell......”
Game changer 3... C2C & C2B!
TRUST
Speed
Tailor-made
choice
Low effortIntolerant
Game changer 4
Connected products
Game changer 1
Waarom moet dit veranderen ?
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Grootste reden = Game changer 5BDO research: 55% of boardroom members say service will be THE competitive differentiator by 2020
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From Inside - Out To Outside - in
Touch point thinking
Cost first
Service for the mass
Reactive care
Call Centers
Journey thinking
Consumer Experience first
Individual choice, tailor-made
Proactive care (digital possibilities !)
Consumer Engagement Hubs
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Creer een goede Service visie en richting zodatiedereen begrijpt wat de verandering inhoudt
Research 15 landen20.000 consumenten
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New Big 5 movie, without Big 5
Link invoegen
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Voorbeeld samenwerking (r)etail
NL – Fr - Dui Online Nederland In-store
Klantenservice toegangtot knowledge base
Snelle verbetering nodigsnelheid van reparatie
Coolblueklantenservice heefttoegang tot FEF tool
Gouden OorAward
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Digitale mogelijkheden service=marketing: china
JD.com or Jingdong Mall (Chinese: 京东商城; pinyin: Jīngdōng Shāngchéng), formerly 360buy,[4] is a Chinese electronic commerce company headquartered in Beijing. It is one of the largest B2Conline retailers in China by transaction volume, and a major competitor to Alibaba-run Tmall.[5][6]
Its English website, for worldwide shipping, launched on October 18, 2012. The company was founded by Liu Qiangdong (a.k.a. Richard Liu) in July 1998, and its B2C platform went online in 2004. It started as an online magneto-optical store, but soon diversified, selling electronics, mobile phones, computers, etc. Jingdong Mall changed the domain name to 360buy.com in June 2007, and to JD.com in 2013.
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Digital Care: voorbeeld Social 24/7 team English
Self help
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5 stappen naar Customer Service = Marketing
1. Reporting line in organizatie en plaats/lokatie van service team
2. Van kosten als prioriteit naar Customer Experience 1st + budget
3. Breng marketing en sales mensen naar service rollen
4. Deep-dive huidige processen. Do research en mystery journeys
5. Investeer in cultuur verandering: change takes time……
Creer duidelijkevisie + guidelines
“Service will be the competitive differentiator by 2020” bent u al onderweg ?
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