SMC030 #6 - Oxyme
31
WebCare Why care about the web any way?
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Transcript of SMC030 #6 - Oxyme
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
www.oxyme.com
Paasheuvelweg 20
1105 BJ Amsterdam
tel: +31 20 625 000 5
fax: +31 20 203 1039
