WebCare

Why care about the web any way?

My Message

1. In any analysis: Data Quality is king

2. In any marketing / webcare effort: Control has always been an illusion

3. The web is the best resource for insights

About

Est. 2007

Background in marketing science

15 People [4 nationalities]

Amsterdam

Core Values

Fanatical Involvement

Creative Analytics

Pragmatic Approach

Radical Transparency

* Oxyme is a marketing insights company.

Oxyme is not an software, PR, creative or media agency.

The building blocks of our business[es]

Hallelujah

Making number work

Knew that

1 picture1 quote can be enough

Our Clients

What is webcare

What and why of webcare

Brand / Reputation Management is a

contradiction….

Your Reputation / Brand Equity is

a market based asset. [Srivastava et al 1998]

It resides outside of the company, and

outside of your control.

Reputation / Brand management is a contradiction intermines

People are active meaning makers [Fournier 1998]

And now they share

Innocent & Coca Cola: Closeness means high expectations and divorces

What are the short and long term effects of webcare on

Reputation Dimensions

Brand Equity

Customer Life Time Value

Net Promotor Score

Case: So what can you do with webcare

Case | Philips Senseo Recall

Project Scope

• Turn around time one weekend

• 5 months period

• 4 Countries

Oxyme Service

• Operational: Country specific dashboards

• Tactical: Weekly Overview [PPT]

• Strategic: Brand Impact Analysis [PPT]

The process

Check website Request Box Put Senseo in

BoxTake to pick

up pointWait two weeks

Delivery Repaired Senseo

What did we find

Why they post

Jokes

People shared pictures about their broken/ repaired Senseo

Emotions: In particular stress

Stress zonder Senseo

“Die van onze buren is totaal zoekgeraakt. Zij waren

minder blij met de ‘service’. Ze hebben weken zonder

senseo gezeten, er tientallen keren achteraan moeten

bellen en kregen, na heel veel gedoe, ook een nieuw

apparaat.

Jullie hebben dus echt mazzel!”

16-07-2009 Link

Logistics

Philips kan toveren!

Geloof het of niet, het is echt waar.

Door de terughaal-actie van Philips moest ik mijn zwarte

Senseo opsturen en wat schertst mijn verbazing… ik krijg een

blauwe terug!

Kijk maar…

21-06-2009 Link

Use Cases

Operational

Issues

Detractor Identification

Tactical

Country Benchmarks

Trends [Structural Breaks]

Opportunities

Strategic

NPS Measurement

Brand Impact

Results

Actions

Offline Customer Care (Integration)

Communication Strategy (Website)

Internal Agent of Change

Evaluation on KPI’s

You should care about the web because

Webcare is

1. A source of insights

2. An agent of change

Webcare however requires

3. An organizational broad effort, not just the webcare team

4. Research to gauge the long term effects

And webcare is not

5. A short term investment

6. A viable alternative for customer service

Webcare is like Modern Art

Give us a call or rock on

Bob Rietveld

bob@oxyme.com

www.oxyme.com

Paasheuvelweg 20

1105 BJ Amsterdam

tel: +31 20 625 000 5

fax: +31 20 203 1039