1 / 40

Community Service: Social Interactions and Service in the 21 Century

Community Service: Social Interactions and Service in the 21 Century. Prof. Barak Libai Arison School of Business, IDC, Israel Institute of Service Excellence (ISES) Singapore Management University July 2014. A moment of history.

sheng
Download Presentation

Community Service: Social Interactions and Service in the 21 Century

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Community Service:Social Interactions and Service in the 21 Century Prof. Barak Libai Arison School of Business, IDC, Israel Institute of Service Excellence (ISES) Singapore Management University July 2014 Prof. Barak Libai

  2. A moment of history • In the 1990’s we learned about customer relationship management and customer centricity • And began to manage by individual customer value, looking at retention and satisfaction, and building loyalty programs Prof. Barak Libai

  3. Prof. Barak Libai

  4. We increasingly understand now that we need to manage “communities” of connected customers, not only individuals Prof. Barak Libai

  5. Communities created by someone’s close social network Prof. Barak Libai

  6. Communities created by social media recommendation sites Prof. Barak Libai

  7. Communities that exist at large video and sharing sites Prof. Barak Libai

  8. Managing in a world of connected customers • Hard to predict • Hard to control • Non-linear Prof. Barak Libai

  9. Prof. Barak Libai

  10. Prof. Barak Libai

  11. The “future of service” is social We must talk the “social language” ! Prof. Barak Libai

  12. The “black box” of customer social interactions begins to open Prof. Barak Libai

  13. Data סדנא ברשתות חברתיות

  14. Duncan J. Watts, a Columbia University sociologist now on leave and heading a research unit at Yahoo!, marvels at the change. "When I started network research 12 years ago, we had virtually no data," he says. Now he and his team can study the network behavior of 295 million e-mailers and legions of the 200 million Facebook users. For social scientists, Watts says, this flood of data could be as transformative as Galileo's telescope was for the physical sciences: "It gives us a new understanding of our world and ourselves." BusinessWeek May 09 סדנא ברשתות חברתיות

  15. Tools סדנא ברשתות חברתיות

  16. Associations סדנא ברשתות חברתיות

  17. Understanding community based customer relationships will be an essential part of service management in the coming years • The “books” are still being written • They demand understating of social interactions in general • They change with technology • And the advice cannot typically be unequivocal Prof. Barak Libai

  18. Some things that we learned in recent years on social interaction, consumers and profitability • Relevant to services, hospitality, and markets in general Prof. Barak Libai

  19. 1) Social effects from others have an essential effect on everything we do סדנא ברשתות חברתיות Prof. Barak Libai 19

  20. Clearly on consumers decision making Prof. Barak Libai Nielsen Global 2011

  21. And stronger for services than for goods • Probably related to the risk and uncertainty associated with services Prof. Barak Libai

  22. 2) Social media increasingly becomes the place where customer service interactions happen Eileen Brown ZDNet 2014 Survey "Customer Engagement and Today’s Consumer" Prof. Barak Libai

  23. Prof. Barak Libai

  24. 3) Online review are of noticeable effect on customers Prof. Barak Libai

  25. Yet the answer of how they affect is still unclear, and possibly depends on the category The impact of Volume and Valance of online reviews on hotel RevPar Prof. Barak Libai Blal and Struman 2014

  26. Prof. Barak Libai

  27. 4) Social media is the battleground of a new power struggle Customers enjoy to see the power goes back to them Prof. Barak Libai

  28. סדנא ברשתות חברתיות

  29. In this new environment individuals realize their disproportional power Prof. Barak Libai

  30. http://www.davecarrollmusic.com/

  31. July 2014 www.hotelied.com

  32. Some individuals are more powerful than others Forrester Research, Empowered Prof. Barak Libai

  33. We may need to update customer relationship management systems Customer lifetime value Customer social value Prof. Barak Libai

  34. 5) Some optimism about negativity Prof. Barak Libai

  35. Most of the word of mouth, offline and online, is positive, not negative. • This is strongly consistent across studies, by academics and practitioners !!! Prof. Barak Libai

  36. Our job is to create positive word of mouth, more than to mitigate the negative ! Prof. Barak Libai

  37. 6) The “community” of social media can complement and replace existing business functions CRM- Prof. Barak Libai From Groundswell

  38. The rules of “community service” are still being written We should study them carefully ! Prof. Barak Libai

  39. Thank you !!! Prof. Barak Libai

More Related