Know Your Customer: From Stalker to Soulmate
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Transcript of Know Your Customer: From Stalker to Soulmate
![Page 1: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/1.jpg)
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KNOW YOUR CUSTOMERS: From Stalker to SoulmateRebecca HarrisSocial Media Center of ExpertiseGeneral Motors@rebeccaharrisdr
Richard ChoiDirector, Advertising StrategyChevrolet@imrichardchoi
#TheNew Soulmate
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THE WORLD HAS CHANGED
#TheNew Soulmate
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WHO DO YOU WANT TO BE?
#TheNew Soulmate
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BE A SOULMATE
#TheNew Soulmate
![Page 5: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/5.jpg)
#TheNew Soulmate
![Page 6: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/6.jpg)
#TheNew Soulmate
![Page 7: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/7.jpg)
DON’T MISS THE MARK
#TheNew Soulmate
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#TheNew Soulmate
![Page 9: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/9.jpg)
#TheNew Soulmate
![Page 10: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/10.jpg)
#TheNew Soulmate
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#TheNew Soulmate
![Page 12: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/12.jpg)
DON’T BE A STALKER
#TheNew Soulmate
![Page 13: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/13.jpg)
#TheNew Soulmate
![Page 14: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/14.jpg)
FIVE WAYS TO BE A SOULMATE
#TheNew Soulmate
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1. KNOW YOURSELF BEFORE YOU CAN LOVE SOMEONE ELSE.
#TheNew Soulmate
![Page 16: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/16.jpg)
SHOW THAT YOU CARE
#TheNew Soulmate
![Page 17: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/17.jpg)
Customer care works with district specialist and dealership
to resolve issue
Happy customer
“Wow, Kelly… I can’t thank you enough.. You can COUNT on a picture of my new beauty – as it rests comfortably, at its new home in Houston!! Talk to you soon, Kelly. Thank you again.
You’re the best.” – Harry
SHOW THAT YOU CARE
#TheNew Soulmate
Customer complaint about Corvette order status
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2. SHOW ME WHAT YOU’RE WORKING WITH.
#TheNew Soulmate
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19
CHEVROLET COMMAND CENTER
#TheNew Soulmate
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Messaging Matrix#TheNew Soulmate
QUESTION:Why is Chevy celebrating
recovery when they should focus on finding a
cure?
APPROVED RESPONSE: Chevrolet and the
American Cancer Society are trying to help change
the stat of 2 out of 3 surviving with cancer
today in the US to 3 out of 3 surviving.
DOS:Focus on Chevy’s
longstanding relationship with the American Cancer Society
Emphasize messages of celebration of recovery and
finishing the fight
DON’TS:Don’t reference the “Life”
until it airs on TVDon’t engage with fans seeking comment on
payback
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CHEVROLET COMMAND CENTER
#TheNew Soulmate
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#TheNew Soulmate
ADVERTISING AGE
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3. LISTEN, REALLY.
#TheNew Soulmate
![Page 24: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/24.jpg)
EVERYONE MATTERS
#TheNew Soulmate
![Page 25: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/25.jpg)
EVERYONE MATTERS
#TheNew Soulmate
![Page 26: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/26.jpg)
Customer complaint about their Chevy Cruze
modification GM employee shares complaint with GM community manager
Community manager + PR + CAC develop messaging
Team resolves customer issue
Happy customer
EVERYONE’S LISTENING
#TheNew Soulmate
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LISTENING = HAPPY CUSTOMER + BRAND LOVE
#TheNew Soulmate
![Page 28: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/28.jpg)
FROM BUELLER…
#TheNew Soulmate
![Page 29: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/29.jpg)
…TO BUFFETING
#TheNew Soulmate
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4. MAKE MOMENTS—BIG AND SMALL.
#TheNew Soulmate
![Page 31: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/31.jpg)
#TheNew Soulmate
zzzzzTIMING IS EVERYTHING
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#TheNew Soulmate
zzzzzTIMING IS EVERYTHING
![Page 33: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/33.jpg)
zzzzzTIMING IS EVERYTHING
#TheNew Soulmate
![Page 34: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/34.jpg)
5. KEEP THINGS FRESH.
#TheNew Soulmate
![Page 35: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/35.jpg)
SHOW YOU CARE WITH S&D
#TheNew Soulmate
![Page 36: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/36.jpg)
#TheNew Soulmate
zzzzzSHOW YOU CARE WITH S&D
![Page 37: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/37.jpg)
SHOW YOU CARE WITH S&D
#TheNew Soulmate
![Page 38: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/38.jpg)
1. KNOW YOURSELF BEFORE YOU CAN LOVE SOMEONE ELSE.
2. SHOW ME WHAT YOU’RE WORKING WITH.
3. LISTEN, REALLY.
4. MAKE MOMENTS—BIG AND SMALL.
5. KEEP THINGS FRESH.
#TheNew Soulmate
![Page 39: Know Your Customer: From Stalker to Soulmate](https://reader035.fdocuments.in/reader035/viewer/2022070300/540a11e2dab5cabf678b4e10/html5/thumbnails/39.jpg)
THANK YOU. @rebeccaharrisdr@imrichardchoi