Class 4 Flashcards
Service Relations
Interactions which take place in relation to the provision of services between provider agents and user agents. They are not limited to the highlights of face-to-face, direct discussion. In some cases they may exist and be studied as lasting relationships.
Interactions
Relations between human actors such as the action of some influences or aims to influence the behaviour of others
Back Office and Front Office
Back Office: Logistics employees
Front Office: Sales consultants
- Dual responsibility of management and contact
- Multiplicity of tasks
Customers experiences: both are concerned
Traditionnal mission of the seller
Assist consumer in:
- Definition of needs
- development of consumption project
Reassure consumers
Provide consumers with additional information
Seller role in an omni-channel ecosystem
- Seller as client relationship manafger
- Seller as strategic actor
- Seller as a positive communication means
- Creation of a relational bond
Seller capabilitues
- Understand company strategy
- Be pro-active
- Be curious
- Be adaptable / versatile
- Understanding
- Analysis
- Interpretation
- Evaluation
- Auto-regulation
- Relation
How to guarantee the satisfaction of all customers
Singularity of interaction lies in :
- Capacity of the seller to adapt to all the requests of all the clients, whatever their reasons (to buy, bring back a product bought on the internet, validate information, compare)
- Difficulty to keep a professional posture in the relationship due to the heterogeneity of requests and the contact points
Seller difficultees in the omni-channel
- Anxiety and stress not to be able to cope with the complexity of the situation due to the enhanced consumer knowledge and the company pressure
- Incomplete or total lack of awareness of the company objectives and strategies
- Time of the relationship is counted
Support the seller in gaining a better role in the omnichannel ecosystem
- Support the development of a competence of complicity (relational competences)
- Favoring his/her role as informational interface
- Reversing the organizational pyramid, by smoothing hierarchical boundaries and by offering sellers greater autonomy - servant leader
Servant leadership
- Leadership philosophy in which an individual interacts with others (managers, co-workers, etc.) with the aim of achieving authority rather than power. The system embodies a decentralized organizational structure
- Authority figure intends to promote de well-being of those around him or her
- Servant leadership involves individual characteristics of empathy, listening, stewardship, and commitment to personal growth toward others
Digital Marketing
Achieving objectives through the use of digital technologies. These technologies include computers, tablets, mobile phones and other platforms.
How to develop a robust digital marketing strategy
Mastering of a complex environment that is mainly due to two factors :
- Fragmentation of customer journeys
- Availability of many technologies
Traditional to digital marketing transition concepts
Slide 14 CM4
- One to many —> One to one
- Push model —> Pull model
- Monologue —> Dialogue
- Branding —> Co-branding
- Product oriented —> Customer oriented
- Client as target —> Client as partner
- Segmentation —> Communities
Digital communication: interactivity
Traditional means used push strategies to get a direct response from clients
Digital strategies leverage both push and pull strategies to generate a bidirectional feedback with the client
Digital communication: Integrations
Digital tools become an intermediary:
- Web
- Phone
Integrated marketing communication
Necessity to combine traditional communication strategies with digital communication technique
Why is the degree of customization higher in digital channels in comparison to traditional channels?
- Digital media allow to adjust communication goals and content according to the recipient profile and behavior
- Landing pages are adapted on the basis of the link used by the user to visit the webpage
- Behavioral segmentation techniques are increasingly perfected to favour the chance that the right person will be exposed to the right message at the right time
Key concepts: commitment
- Traditionnal goal was to persuade consumers
- Digital communication goal commit consumers to messages. Positive reactions can be like, share, comment
- Corporate challenge: manage proactively prospects/clients/fans’ commitment
How: regulate and stimulate commitment thanks to attractive offers and quality contents
Difficulty: Less than 2% of brand fans are active on its Facebook page
Key concepts: permission
- Traditional communication : interruption marketing
- Digital communication: Permission marketing : opt-in, unsubscribe
is it a win-win? It is intrusive : preroll ads, pop-under. Consumers are exposed to 4000-10000 messages per day
Key concepts: content
- Traditional communication goal : spread message
- Digital communication goal: share contents - multiplicity of content and platforms
can be informational, ludic, practical
Categories of digital communication tools
- Search Marketing
- Online PR
- Online Partnership
- Viral marketing
- Opt-in e-mail
- Interactive ads
Race model
Reach: Build awareness
Act: Engage audience
Convert: Achieve conversion to marketing goals
Engage: Build customer and fan relationship to retain
Race model buyer stage
Reach - Exploration
Act - Decision making
Convert - Purchase
Engage - Advocacy
