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To move forward in word-of-mouth, companies need to stop the paradox: saying they care about clients, but in reality they don't care at all!
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Stop the Paradox Steven Van Belleghem -- @Steven_InSites @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48
Word-of-Mouth is growthdriver Word-of-Mouthjust happens @Steven_InSites #cm48
Word-of-Mouth is growthdriver 73% Word-of-Mouthjust happens 80% @Steven_InSites #cm48
Clienthappiness is important Client service is tooexpensive @Steven_InSites #cm48
% neverreplies to questions: 11%throughcustomer service 24%onbrandedsocial media 28%onsocial media @Steven_InSites #cm48
Everyclient is important Ifonly 500 clients are unhappy, well… @Steven_InSites #cm48
40% negative 7% negative @Steven_InSites #cm48
The paradox? 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48
We say we care,but we don’t 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48
2 simplequestions: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48
How important are happy clients? @Steven_InSites #cm48 @Steven_InSites #cm48
Are youseriousaboutit? @Steven_InSites #cm48 @Steven_InSites #cm48
3 attitudes: 40% negative 7% negative @Steven_InSites #cm48 @Steven_InSites #cm48
16% 77% 7% @Steven_InSites #cm48
How important are happy clients? Very important! Very open & positiveintentions! @Steven_InSites #cm48 @Steven_InSites #cm48
Are youseriousaboutit? NO! @Steven_InSites #cm48 @Steven_InSites #cm48
Only 1 option… 40% negative 7% negative
Happy clients Positive WOM Growth @Steven_InSites #cm48
Productdevelopment CO-CREATE Listening WOM strategy& policy Touchpoints experience Conversationson & offline
WOM strategy @Steven_InSites #cm48
Reach: L - H Sentiment: neg - pos @Steven_InSites #cm48
As a manager As a brand As a peer Observe Facilitate/Co-create Join
As a manager As a brand As a peer Observe Facilitate/Co-create Join
64% consider keeping track of what consumers are saying a priority 2010
2010 20% Is tracking consumer conversations
Specific team listens Wholecompanylistens @Steven_InSites #cm48
80% 20% Specific team listens Wholecompanylistens @Steven_InSites #cm48
We are ALL listening Leads to higher business growth
As a manager As a brand As a peer Observe Facilitate/Co-create Join
20% has a community
Highergrowth 20% has a community
As a manager As a brand As a peer Observe Facilitate/Co-create Join
Stop the Paradox @Steven_InSites Stop the Paradox by Steven Van Belleghem #CM48 @Steven_InSites #cm48
Productdevelopment CO-CREATE Listening WOM strategy& policy Touchpoints experience Conversationson & offline