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Figure 6.8 Dell s Idea Storm s
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numbers seem to speak for themselves.
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person, and I get it to them at the right time, I see magic happen. Magic is a metric we can all relate to.
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The truly transparent organization allows its customers to become part of their product design and development process. It starts with focus groups and surveys and ends up with advisory councils and partnership teams. The next step is inviting people to be part of the customer service team. Some companies have tracked the number of customers who post to forums and kept track of who is the most helpful in answering others questions. Motorola was one of the rst to create a wiki where customers could post their own user manual. For their Q mobile phone, they had the usual list of online customer support options such as the Quick Start Guide, the (PDF) product manual, and the FAQs. Customers had all the formal instructions on using the phone. But Motorola said that didn t go far enough.
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Because the possible applications for the MOTO Q will always expand, Motorola said, the ideal user guide would also be able to grow and change. This wiki is an attempt to do that. It s a place to capture and share the knowledge of the greater community of MOTO Q users. If, for example, you have added a new application to your MOTO Q, you could post instructions on how you did it here, for the bene t of all MOTO Q users. Allow your customers to help your customers. Often, they know more about your offerings than you do.
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Now that you ve tuned your ears well enough to make neighborhood dogs and cave-dwelling bats jealous, it s time to be responsive. Dell s Dell Outlet Twitter efforts are bolstered by the fact that they are managing customer service there as well (Figure 6.9). How do you measure Twitter success Eric T. Peterson interviewed Ben Grimes on the Web Analytics Demysti ed blog to nd out. Ben is a customer service and support representative at marketing optimization provider Omniture. He realized Twitter was important, registered as @OmnitureCare, and immediately started elding those questions that were asked of friends and followers. When Eric asked, What are your measures of success as a Twitter support rep Ben responded, Certainly time to response and time to resolution are KPIs (Key Performance Indicators), but that goes without saying in customer support and relationship management. At this point, I suppose my goal is to leave 100 percent of clients who interact with me feeling more con dent in their Omniture abilities.
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Dell sells on Twitter but listens and responds to customer comments and complaints as well.
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It s always a success when I m able to disseminate knowledge and help our customers get better value out of our tools. Ben is right on the money. But what about metrics for a company with millions of customers and thousands of support people
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Recognizing the possibilities, Best Buy created an online suggestion box like Starbucks and Dell but they also created a sensation when they turned their Twitter channel over to all of their employees. The big splash was when they aired a series of TV commercials featuring lone customers in the middle of a stadium, addressing thousands of Best Buy service representatives in the stands (Figure 6.10).
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Figure 6.10 This Best Buy TV ad was the rst time many had ever heard of Twitter.
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Twelpforce is an initiative that allows company employees to jump on to Twitter and answer whatever questions come along. It s like having everybody jump on the switchboard and answer random calls, but you can see which questions you d like to answer. John Bernier is a social media manager at Best Buy. A manager, as in one of many. How many Within our organization, the journey to social has been fairly organic, says John. There isn t an organizational hierarchy that says, We have a senior director of social, and then we have two directors, each of whom oversee eight different social initiatives. It s more collaborative and organic than that.
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