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@vithorky
Intuition is nothing but the outcome of earlier intellectual experience.
Albert Einstein; important innovative intuitions occur only to those whose mental data banks are sufficiently endowed.
Today, we are launching the new Future Care website.
If you are interested in customer service and social media, you don't want to miss it.
Future Care Today is a website all about social customer care.
Its mission is to drive innovation in customer service on social media, by building the definitive online resource in the field for knowledge sharing, learning, and networking.
I am grateful for any feedback and comments (either here, or via an online questionnaire:http://bit.ly/1zjdYkA).
We are starting with the exciting KLM takeover of Twitter. #custserv #socialcustserv #klm #happytohelp, read here: http://futurecare.today/news/klm-and-the-art-of-the-twitter-takeover/.
Let's care more.
Vit
There is no other God than Truth.
Mahatma Gandhi
Do not judge me by my successes, judge me by how many times I fell down and got back up again.
Nelson Mandela
Getting to a new venture... Founding Future Care Initiative. Join me.
Out of the frustration that finding a company with excellent customer service is today still so hard, so I became a founding member of Future Care Initiative.
What is Future Care?
Future Care Initiative brings together an exclusive community of forward-thinking senior executives and thought leaders to a unique intimate format of invite-only events that drives collaborative learning and networking towards becoming a symbols of excellent customer service.
Our Vision
We believe that future successful businesses will be driven by an excellent customer service. Future Care Initiative was created to help businesses to become the market leaders in customer service.
My piece
Although I stay as a CEO of Brand Embassy, I decided to devote substantial portion of my time to Future Care. Customer service is an old, fossilised industry that asks for innovation for sake of the millions of dissatisfied customers. I am among of them and I want to change that. Obviously I also believe that more companies turned to providing excellent customer care will choose Brand Embassy as their partner.
Join me
If you care about customer service follow our Future Care Initiative Linkedin page, no matter if you are an entrepreneur, customer service executive, marketer or an individual consumer. You can find more on: http://www.futurecareinitiative.com
Let's go. Let's care.
Only a sense of honor can lead to commerce. Any commerce.
Nassim Nicholas Taleb
I try to invest in businesses that are so wonderful that an idiot can run them. Because sooner or later one will.
Warren Buffet supposedly said...
We are imperfect creatures living in uncertain world. If we make a prediction and it goes badly, we can never really be certain whether it was our failure or not, whether our model was flawed or we just for unlucky. The closest approximation to a solution is to achieve a state of equanimity with the noise an the signal, recognizing that both are an irreducible part of our universe, and devote ourselves to appreciating each of what it is.
On making failures, by Nate Silver
Most economists are not able to predict a crisis even once they were already underway.
The Signal and the Noise, Nate Silver
Recently at #WeCare13 Vit Horky, Brand Embassy CEO introduced 5 Social Customer Care Trends for 2014. Out of the hundreds of ideas and feedback we have received from companies that are considered some of the leaders in social customer care, like Telefonica, Vodafone, T-Mobile, ING, KIA and others, we identified the most common emerging trends that will [...]
I'd appreciate your feedback!
Social media is too important to be left to the marketing department.
@BrianSolis #7socialfactors
One of the pervasive risks we face in the Information Age (~Big Data age) is that even if the amount of knowledge in the world is increasing, the gap between what we know and what we think we know may be widening.
Nate Silver: The Signal and the Noise
Open letter to Ryanair: Three reasons why Ryanair's customer care strategy is wrong and damaging future profits
Open Letter to Robin Kiely, Ryanair August 9, 2013 in London
Dear Robin, In the article I read today in PR Week you stated that Ryanair will no longer provide customer service to its customers over Facebook and Twitter. You mentioned that “the sites 'would not be helpful' to Ryanair's comms strategy” and “A Facebook account would not be helpful to us, as we would have so many people looking for a response.” You questioned the benefits of investing into necessary resources by saying that “maintaining a dedicated account would probably mean 'hiring two more people just to sit on Facebook all day'.
As a founder and CEO of a company that dedicates its existence to helping business care about their customers using social media, I’d like to point out three reasons why I think that closing your customer service channels on Facebook and Twitter is wrong strategic decision and that it will damage your future profits.
1. Ignoring customers leads to customer losses
Social Customer Care is a simple and inexpensive way to ensure that a company is not losing valuable customers. Never has it been so easy to listen and to respond to customer queries. By deploying a social customer care solution, Ryanair will be able to identify dissatisfied customers and engage them in real-time so they will not choose the competition next-time. Research confirms that 88% of customers will leave to the competition after being ignored while seeking to resolve a customer service issue previously. 90% of upset clients can be retained thanks to social customer care.
2. A Missed opportunity of 13,000 customers every day
You mentioned that having a Facebook account would not be helpful to Ryanair as there would be too many of your customers looking for a response. Turn it the other way around. Your customers are calling you, you are ignoring them and now you are disconnecting the phone line. Ignoring your active customers on social media means losing a huge marketing opportunity. 71% of consumers who experienced positive social customer care are likely to recommend that brand versus 19% that don’t get a response. When we take an average Facebook user who has 130 friends, and let's say that there is some 100 customers daily that a company don't respond to, their total reach is 13,000 people. (It's reach to their Facebook friends is over 1.7 million people, but let's not get that far). Satisfying them by providing a timely response can generate a positive recommendations to roughly 9,200 customers. Monetarily speaking, when we compare each recommendation to a lead generated by pay-per-click advertising with fairly low CPC of £0.20, that creates a value of £1,840 a day, which is roughly £0,6m a year. Compare this to two FTE customer service operators yearly salaries (who can be your current service operators utilized over less frequent hours given the differences between peak usage of phones vs. social media), that might be let's say £70,000 and cost of customer care technology of up to £30,000 and you get total net value of £0.5m.
3. Losing customers trust is irreversible
Opening up social channels as customer touch points is inevitable for any business whose profits depend on loyal customers. More and more customers are using social media for solving customer service issues. When asked 52% of people would turn to in-store managers to resolve customer issues, 33% would call a customer service hotline and 39% would prefer to do it via social media. Your competitors are aware of this trend - The number of companies handling more than 25% of their customer care enquiries via Social Media doubled in 2012 from 9% to 18%.
Although Ryanair's strategy is to keep costs at the lowest possible level and create the highest value-price ratio, being not responsive to hundreds of customers on Twitter and others on Facebook is harming its brand equity. It's not companies that decide whether to be on social media or not, customers have decided already. Not responding to them is like not picking up the phone.
I hope that this open letter will help Ryanair to re-open it's discussion over communication strategy and re-evaluate the current situation. Ryanair should open up its Twitter and Facebook channels as a customer service channels and show that they care about their customers. The losses for not doing so might cause inevitable damages to company profits and most importantly to customers trust.
We care.
Vit Horky
Co-founder and CEO at Brand Embassy [email protected], www.brandembassy.com
The customer is always right. Except in the Czech Republic, that is. , Prague - Czech Republic
Many expats complain about the level of customer service in the Czech Republic. Although I see great improvements over time, there are still not enough customer-centric people in our country. However, change doesn't happen from nothing. Someone needs to say something after being offended by customer service employee, someone needs to praise an individual who takes extra mile to please customer. That someone is You.
Next time you are not satisfied with a customer service of any brand, speak up on social media, tag the brand, describe situation, add your personal view, request change. Next time you leave a shop smiling after you were treated exceptionally well, speak up also. Facebook and Twitter are great places for driving positive change to customer service. It's in our hands.
"Challenge for 2013: To get Marketing work together with Customer Care and PR on Social Media." #SMI2013 Conference at London, June 2013.
Watch the full video recording (20 mins): http://www.socialmediainfluence.com/conference2013/files/vid/014.php