building a better customer experience
DESCRIPTION
As @adamhonig of @yourcustomers says, "There’s no secret to creating a great customer experience."This presentation describes the process at Gist for connecting with customers, finding the tools that match the workflow he have to the jobs we need to do, and how to know when you're doing well (and not so well.)I'd love to hear feedback on this presentation - if you have any feedback, feel free to email me at [email protected] or call me at 425-442-7401 (or skype: gmeyer8080)TRANSCRIPT
Build a Better Customer Experience
How we approach it at
Last Slide First
1. Connect with people on a human level – they want to hear from you.
2. Find the right tools to deliver the best experience, and implement them.
3. Keep doing it.
I am not anExpert.
1. I interact with customers every day.
2. I’ve built and fixed policies, procedures, and customer-facing content for big and small companies.
3. I’m trying to get better at this every day.
Greg Meyer, @GregAtGist
What is Customer Experience?
“Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.”
http://en.wikipedia.org/wiki/Customer_experience
What do Customers Need?
Abraham Maslow, Hierarchy of Needs
Food, Water, Shelter
Security, Freedom from Harm
Friendship, Association
Peace of mind, confidence
Creativity, Acceptance, Innovation
What can you provide?
Abraham Maslow, Hierarchy of Needs
A guide to help them get where they want to go
Photo by http://flickr.com/photos/lapstrake
Food, Water, Shelter
Security, Freedom from Harm
Friendship, Association
Peace of mind, confidence
Creativity, Acceptance, Innovation
Photo by http://flickr.com/photos/werkunz/
Great Experience
What makes a better experience?
Photo by http://.flickr.com/photos/chrisschoenbohm/
When expectations match (and improve) reality
• It’s Hard• Nobody has asked for it specifically• It doesn’t provide immediate ROI• They’re not sure how to do it.
Why don’t companies do abetter job at this?
Companies that build great experiences become great brands
• Apple – the easiest to use computers• Zappos – great selection and no-hassle
returns• IKEA – build to order and customize• Southwest Airlines – go anywhere for less• FedEx – ship anything, anywhere
How not to do it: examples• United Airlines – handled baggage poorly,
and the whole world found out.• AT&T – is known for dropping iPhone calls,
not delighting customers.
Perception (PR) is part of the Customer Experience
Insights
• Deciding that you want to be the best helps.• Having great products helps.• Owning your mistakes and fixing them helps.
Photo by http://flickr.com/photos/untickalock/
How can you actually do it?
• Listen to customers• Engage and help• Share knowledge• Triage and delegate• Respond and resolve
http://www.flickr.com/photos/tmray02
The Practice of Listening
• Listen– Use a listening
framework to hear what customers are saying
– Calls, emails, alerts, customer feedback, social
Tools:
Everyday Practices:• Create alerts for your brand, your key staff members, and your products• Acknowledge what you’re hearing by thanking the person who wrote/called
Free Medium High-End
•Google Alerts•Gist
•Spredfast•CoTweet
•Radian6•Visible Technologies
Results:• Learn more about customers who care about your brand (positive/negative)• Things your customers think you should fixPhoto by
http://flickr.com/photos/94379417@N00/
Engage without being a Jerk
• Engage – Identify your
influencers and have a planned outreach
– “don’t be a chump.” start the kind of interaction you’d enjoy receiving.
Tools:
Everyday Practices:• Reach out to 5-10 people who matter by showing genuine interest• Record your contact so that team members know you talked to that person.
Free Medium High-End
•Twitter•Gist
•Batchbook•Salesforce
•Eloqua•Marketo
Results:• Measure by number of fans who are engaged (mentions in social media, positive emails)Photo by
flickr.com/photos/rogercarr
Share, “just because”
• Blog• Share Content• Share Expertise• Introduce your
peers• WOW customers
Tools:
Everyday Practices:• Comment on a blog or share news• Introduce a few people who need to know each other• Go to coffee with someone new
Almost Free Medium High-End
•Email•Phone Calls•Blogs, Tweets•Coffee Meeting
•Swag(T-Shirts, Jackets, Candy)
•Experiences(Surprise your customers!)
Results:• Measure by number of fans who are engaged (mentions in social media, positive emails)
Photo by http://flickr.com/photos/jenosaur/
Triage and Delegate
• Triage– Use existing rules
from other channels– If there aren’t any,
write some.
Tools:
Everyday Practices:• Use standard macros to respond to easy questions; if you answer something 3 times, write content• Create a view to ensure stale questions are addressed after 21 days
Free Medium High-End
•Email•Bugzilla
•Zendesk•Salesforce
•RightNow•Oracle
Results:• Measure by bug backlog, number of open bugs, days in queue
Respond, and quickly
• Respond– Privately– Publicly– Programmatically
• Remember: – Promise what you
mean, and mean what you promise
Tools:
Everyday Practices:•Reach out to 3-5 people “just because”•Close the loop on support issues or on scheduling meetings•Make sure the issue is resolved, or acknowledged with a timeframe for resolution
Free Medium High-End
•Email•Phone Call
•Zendesk•Salesforce
•RightNow•Oracle
Results:• Happy Customers/Good Word of Mouth
When are you doing well?
• Unsolicited positive feedback
• Other KPIs (Key Performance Indicators) are Good
• Customer Experience Becomes/Is Part of Your Overall Brand
http://www.flickr.com/photos/dorsner/
Last Slide Again
1. Connect with people on a human level – they want to hear from you.
2. Find the right tools to deliver the best experience, and implement them.
3. Keep doing it.
4. Contact me at [email protected],or at @GregAtGist.