Innovation, Service, and Shared References
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The document emphasizes the importance of innovation and customer service in online business, highlighting that successful innovation must solve real problems rather than merely seek originality. It outlines key customer expectations and behaviors that significantly impact business success and warns against letting business models compromise user experience. The text also discusses the significance of context in content delivery, stating that effective communication and service enhancements are crucial for retaining customer satisfaction and loyalty.
Innovation, Service, and Shared References
- 1. From content to money (and other good stuff in between) Eric Reiss @elreiss ICMA April 28, 2011 Nice, France
- 4. Tuesday Sunday The Highland Park Flyer Total costs - $200 Sale price - $800
- 5. Two key lessons People buy via media that provide easy overview and good information People sell via media that provide broad exposure and proven results
- 6. Three questions to kick things off...
- 7. Question #1 Are you alone in your market?
- 8. Fact of life #1 The more crowded your market, the more your quality of service will differentiate your application.
- 9. Question #2 Are you encouraging your visitors to come back?
- 10. Fact of life #2 Without repeat business, your venture will ultimately fail due to the law of diminishing returns.
- 11. Question #3 Are you letting your business model get in the way of good user experience?
- 12. Fact of life #3 Achieving your business goals depends 100% on your ability to meet the needs of those who use your online application.
- 13. Today’s topics Defining innovation Improving service Building shared references
- 14. in·no·va·tion noun 1 : the introduction of something new 2 : a new idea, method, or device
- 15. best prac·tice noun 1 : best way of doing a thing 2 : a tested idea, method, or device
- 16. Three bad reasons to innovate To differentiate your product/service To be “original” To satisfy your ego
- 20. Experiment
- 21. Invention
- 22. Invention
- 26. There is only one reason to innovate… to solve a problem!
- 27. Law of Innovation #1 If an innovation does not solve a problem, it will create one.
- 28. Law of Innovation #2 Problems do not exist in isolation. Solutions often have unintended consequences.
- 29. People Technologies Processes
- 30. Law of Innovation #3 Invention may be accidental. Innovation is always planned.
- 31. Innovation Lifecycle Best practice Innovation Fashion Best practice Progress Innovation Habit Invention Old-fashioned Time
- 38. Happily, on the internet, concept is not about form but about function
- 39. What are the warning signs of fad and fashion?
- 40. Watch out if... Your solution is only being used in your local market Your solution is only being used by a single branch or industry Your solution looks like something you also did last week
- 41. Today’s topics Defining innovation Improving service Building shared references
- 42. Let’s start with a definition ...
- 43. “Customer service is a series of activities designed to enhance the level of customer satisfaction – the feeling that a product or service has met expectations.” Turban and King, 2002
- 44. Dissatisfied Satisfied “Customer service is a series of activities designed to enhance the level of customer satisfaction – the feeling that a product or service has met expectations.” Did not meet met Exceeded
- 45. “Hockey-stick” satisfaction Loyalty 90% Satisfaction
- 46. “We have an 83% customer satisfaction rating!”
- 47. So, is this relevant for website owners? Your competitors are only a click away!
- 48. Let’s start with the basics...
- 54. Scary service fact #1 There is no such thing as “online-conversion” without a form that works.
- 55. “Oops! Your business model is showing...”
- 61. Scary service fact #2 No one objects that you are in business to make money – until your goals get in the way of their goals.
- 63. Scary service fact #3 Unhappy customers are dangerous.
- 66. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
- 76. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
- 78. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
- 82. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
- 84. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
- 89. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it.
- 97. Scary service fact #3 People are people. Online and offline. So the next time you experience bad service somewhere, go and check that your site isn’t making the same mistake.
- 98. There are only three basic types of service
- 99. Help Enhance Fix
- 100. Help “Beam me up, Scotty.”
- 101. I need you to help me... do something understand something avoid the horrible “Browser Monster”
- 102. I won’t tell you that I need you to... make my life easier stroke my ego make me feel wanted
- 104. Ooh! You just gave me... a useful contextual link a happy surprise an unexpected benefit a better experience
- 105. Fix “The doggone printer ate my homework!”
- 106. Please... sort out my problem keep it simple don’t waste my time keep me out of trouble
- 107. Today’s topics Defining innovation Improving service Building shared references
- 108. And what are you looking for in a shoe?
- 114. What’s in our shared-reference toolkit? Words
- 115. “Ads must be limited to 25 words.”
- 116. Old Hawaiian Hula Dancer Girl Motion Lamp All original and signed Dodge Inc on the base. Shade is original also but needs some repair or restoration. The hula girl is in wonderful condition with a fabulous patina. There is a little loss to the bronze finish at her right shoulder. No chips, cracks, repairs or scratches. Hula mechanics work excellent -- strong and quiet. Light works also. The only damage I have to report is the switch is bent some but still works -- I don't want to try to straighten it and risk breaking it. There are 4 settings--off, hula only, lamp only and lamp and hula. Wiring looks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of the socket, 21 1/2" tall with shade attached. This is the very first hula girl motion lamp -- she has a lei around her neck and around each ankle. She looks to be made of bronze but I don't think so. Circa 1940's. What looks like spotting on the base is magnified dust particles from rubbing my finger on her skirt to straighten it out -- my camera really shows them up for some reason.
- 117. Scary content fact #1 Longer text outperforms short text by 40.5% • Long-copy ROI = +21% • Short-copy ROI = -14% Source: Marketingexperiments.com
- 118. “Words fail me…”
- 122. Scary content fact #2 Adding more content is not a solution. Ensuring better content is.
- 124. Scary content fact #3 Content is king. But context is the kingdom.
- 125. http://www.cdnow.com “Words” Words
- 126. The magic of context It differentiates your products It differentiates your company It provides a service It facilitates upselling
- 130. Scary content fact #4 Your ability to handle context issues will become one of the key differentiating factors that sets your site apart from the crowd.
- 131. So… Solve real problems Don’t use “innovation” as a buzzword. Create stronger services For your end users. They are the folks who matter. Build better shared references Because this is the secret to e-commerce success. Use context as a competitive weapon Before someone else beats you to it.
- 132. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com