WELCOME

Today’s Agenda

›Bluewolf: Marketing & Customer Service – The Customer Engagement Power Couple

›Salesforce.com: Transforming into a “Category of One” Organisation

›IPC Media: Consumer Obsession at Womans’ Weekly

›Presenters

Mark Pacey

Director, Bluewolf

Tyson Brown

Service Cloud

Manager,

Salesforce.com

Simon Denny

Affiliate Director,

IPC Media

Customer Service and Marketing are merging. You need a strategy!

Let me tell you about my iPad…..

60% of the purchasing decision is made before speaking with a human

Source: Corporate Executive Board

Poor Service Effects Your Larger Brand

Contact Centers Drive Bottom Line Impact

Leading organisations are not only measuring the time and cost it takes to service a customer, but their customer's overall engagement with their brand.

Social as a Service Channel

79% use or plan to use social media for business initiatives

Source: Harvard Business Review

Source: Harvard Business Review

60% of companies still don’t respond to social posts!

Source: Live Ops Research

A Real Example: Vodafone Australia

Email Volume Socia

l Dire

cts

Social Customer Service should be owned by the contact center — but it takes a partnership!

It is not too late, but soon it will be…

Source: Saleforce – “ROI of Social Media”

Profile of a Customer-Obsessed Enterprise

Everyone owns the customer, and someone always owns the moment

Know what your customers want before they do — and act on it

Customers are people,not transactions

Deliver Truly Innovative Customer Experiences with Service Cloud

Bluewolf Breakfast BriefingJanuary 30th 2014

Tyson BrownSalesforce.com Service Cloud

/tysonjbrown

@tysonjbrown

in/tysonjbrown

Transforming into a “Category of One”

Organisation

3 Rules – ‘Category of One’ companies

1. Know more about your customer than anyone else does

2. Get closer to the customer than anyone else

3. Emotionally connect with the customer better than anyone else

And Most Companies Don’t Know Their Customers

of companies lack an in-depth understanding of their customers

66%

IBM Study of 1,700 CMOs“From Stretched to Strengthened”

Consumers Expect Service Excellence

TodayMobile

100x1x 1,000x10x

1980sPhone

1990sMulti-Channel

Web Self-service

Expectations of Customer Service Have Changed

2000sSocial

Is Your Service Built for the Social and Mobile Era?

Can your customers connect with you

anytime, anywhere?

Do your agents have tools to respond quickly and

make customers happy?

Do your managers have the right data to

make the best decisions?

Introducing the #1 Customer Service Solution

AgentCollaboratio

n

Motivate &

PerformSocial

Transform Your Customer Service with Service Cloud

Delight Your Customers Everywhere

Turn Your Agents into Champions

Help Your Managers Make Informed Decisions

Phone & Email Communiti

es

Agent Console

Knowledge

Base

Analytics MobileWeb Self-service

Decrease in Support Costs

35%+37%

CustomerRetention

+34%

Faster Case Resolution

Helping Customers Succeed Across All Metrics

Agent Productivity

+40%

Average Percentage Improvements Reported by CustomersSource: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party, Confirmit Inc., on 5,200+ customers randomly selected.  Response sizes per question vary.

+37%Customer

Satisfaction

Tyson Brown

Salesforce.com Service Cloud

@tysonjbrown

Monetising Digital Media Anonymity13th November 2013

Content across 3rd party sites

Facebook – 6.5k Friends

WW Shop delivers the highest sales volumes in IPC

Twitter – 1.2k followers

Pinterest – NEW for Summer 2013

WW Fiction on Kindle – over 3k downloads YTD

All WW issues available on iPad, Kindle Fire, Nook & Zinio

– over 5k downloads YTD

CAMPAIGNS

SHOP

ONLINE PRINT

SOCIAL MEDIA

Woman’s Weekly Live – 10k visitors in launch year

Fiction Workshops – 6 dates sold out in 2013

EVENTS & COURSES

Specials Series selling over 100k copies per month

The UK’s best selling magazine for mature women – 638k readers every week

NEW Book Series launching Autumn 2013

Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand

Highly engaged website audience - 68k UU and

1.7m PI per monthKnitting, Craft & Cookery workshops

planned for 2014

DIGITAL EDITIONS

Communication & Contact Strategy› Contact strategy:

› Who, where, when & how often

› Communication strategy:› What do we say & why are we saying it

› Communications triggered by events & behaviors:› Welcome program

› Refer a friend

› Cross & up sell

› Pending lapsed

› Lapsed & win back

› Customer service & satisfaction

› Delivered via relevant channels:

Segmentation examples:• Based on lifetime & average value• Transactional behaviour: First time, average value• Recency & frequency of use• Demographic• Lifecycle behaviour: when do they lapse?• Engagement of communications!

The Aim: From Zero to Advocate

Browser Intender Purchaser Subscriber Advocate

• Subscribe to our magazines

• Subscribe to our clubs:− Knitting− Craft− Gardening

• Support & access to expert help

• Cookie profiling

• Increment data capture

• Targeted comms

• Ongoing data enrichment (browsing behaviour, survey questions & feedback)

• Tailored content & promotional messages

• Rewards for loyalty

• Encourage subscription behaviour

• Engaged ‘experts’ as super users & contributors

• Experts provide community support & advice

• Advocacy tracked & rewarded

How: Messaging via Marketing Automation

Browser Intender Purchaser Subscriber Advocate

• Welcome to the Club

• Account details• FAQ’s• Contact us• Getting the most

from the service• Meet other

members• Share your

progress

Join today & receive:• FREE

knitting pattern worth £4.99

• 10% OFF your first purchase

• Weekly knitting newsletter

• This weeks free project

• New product & content updates

• Most popular, best buys, last chance

• Cross sell on core related products

• Thanks for your order, PLUS incentive on next purchase

• Your order has been despatched, PLUS incentive on next purchase

• People who bought X, also bought Y

• Most popular, best buys, last chance

• Benefits of subscribing

• Refer a friend and receive £10 OFF your next purchase

• Become a Woman’s Weekly expert/ contributor

Marketing Automation

How: Social Consumer Service

Salesforce Service Cloud

Browser Intender Purchaser Subscriber Advocate

FAQ’s

Self Service Query Submission & Resolution

Live Chat Support

Customer Satisfaction Monitoring

Member Communities

VIP Communities

Contributing Support

How: Listening & Engagement

Browser Intender Purchaser Subscriber Advocate

Salesforce Marketing Cloud

Listening for…..

Satisfaction

Negative Product Experience

Advocacy

Competitors

Trends

Influence

Brand Sentiment

Brand Sentiment

Engagement

Campaigns (Counter Negative Sentiment)

Showcase ‘Your Makes’

Voting, Polls, Surveys

Rewards

Blogger Outreach

Competitions& Freebies

Quizzes

Success Measures

Better Serve our Customers

Increase # active customers

Increase customer satisfaction

Increase average revenue per customer

› Customer Service and Marketing are merging

› Social Customer Service should be owned by the Contact Center

› Knowledge is a powerful tool for both Service and Marketing

Session Recap

Thank You: Q&A