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The Third Tuesday Forum |
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| Home | Upcoming meeting: Tuesday
September 21st.
Topic: From Support to Advocacy – A Customer Experience Transformation
Social networks & communities are becoming the primary driver of many-to-many connectivity and are now out-pacing email as the principal communications avenue on the Internet. As this ability to consume/comment/do/share becomes the interaction norm, personal value networks are subsuming traditional enterprise value chains. Support issues are now being ‘submitted’ and serviced via social channels and the classic B2B/B2C Support channels are being ignored or rejected by this new class of customer. Support is taking place on a very public stage. Support is becoming the steward of the customer lifecycle. Support is architecting business operations. As C-Staff budgets are allocated, Marketing gets hard dollars to capture ‘contacts’ while Support is given fewer dollars with the job of deflecting ‘contacts’. If Marketing and Support can combine forces via the social spectrum – then a ‘blue ocean’ potential can be realized to both cross-sell & up-sell as well as help close the complexity/consumption gaps. We have the opportunity to architect and act on new customer engagement models that co-create value and co-innovate with our customers by leveraging their personal networks and their passions. John will share his field notes on how Yahoo! Customer Advocacy is tacking these challenges head on with Social 911/511/411 support services, joint marketing & support campaigns, and customer lifecycle & engagement strategies that focuses on converting light consumers of Yahoo products & services into Heavy Social-Sumo users.
John brings 15 years of online experience design, high-level user quality management, business analysis, and enterprise information architecture experience to his current role at Yahoo! He seeks to create a holistic framework of customer experiences, the Yahoo! brand promise, and core business operations to create an end-to-end Yahoo! services architecture. Though he often uses the term “social business”, he secretly believes that “social” is the current label for the ever-growing technological transparency in massively complex, semantically-oriented, user-centered services design. Like all Third Tuesday presentations, John's will be PowerPoint-free and interactive. Come with your questions and your experiences to share!
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With John Belanger,
Senior Director, Advocacy Architecture for Yahoo! Global Support
Experience