john rote of bonobos customer service - small biz summit 2012
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John Rote@johnbonobos
Small Business SummitLessons from a Customer Service Ninja
We started Bonobos to solve a simple problem: Guys need pants, but don’t like shopping.
Our Fit Solution:• Anatomical, curved waistband• Mid-rise and tailored through the leg• Great fabrics• Attention to detail
But why did we go to the web?
You can own the UX at a retail store, but employee turnover is high. Good margins, but it’s hard to open up lots of stores so growth takes time.
You can wholesale your product, but then you don’t own the UX. Also, your margins are split in two, so prices go up.
You could have catalogs and offer a great experience like LL Bean or Lands End by dealing directly with your customers.
You can go online and control the customer experience and can grow really fast, but the margins aren’t great and you don’t control the product.
13things we’re
learning
People like it when a human gets back to them really quickly.
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Speed of Response
Quality of Response
Great PoliciesPersonality & Friendliness
Don’t keep your customers waiting, even if you don’t have a solution ready for them yet.
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Hey David,
Just wanted to check in and let you know that we’re still working on this. Sorry we don’t have an answer for you yet but we’ll figure this out and get back to you ASAP with a solution.
Cheers,John
It’s expensive to acquire new customers.
PR is amazing if you can get it, but word of mouth is your cheapest way to grow.
Given how costly it is to get customers, take every opportunity to turn them into promoters and don’t lose them over something silly.
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The Net Promoter Question:
“On a scale of 1-10, how likely are you to
recommend Bonobos to your friends, family, and
co-workers?”
Any touch point with your customers is capable of adding value.
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• Customer Service• Packing Slip• Packaging• Hold Music• Return Label Form• Fine Print on Policies• Answering Machine Message• Order Confirmation Email• An Error Page
Invite feedback. Respond to it.
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If your phone rings, pick it up.
Not being on twitter and facebook is like ignoring a ringing phone.
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Phone
You can’t be good at everything.
But you can pick what you’re going to be good at and what you’re going to let slip, so make a conscious, strategic decision.
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Interview & hire people for the job they’re going to do on Day 1.
Make people fight to do customer service.
8 NINJA RECRUITING STEPS
Customer Service Email Test
Phone Screen
Day 1 – 1x1 Interviews with 2 Ninjas
Day 1 – 1x1 Interview with non-Ninja ManagerDay 1 – Group/Social Interview with 2-3 Ninjas
Day 2 – Interview with a VP
Day 2 – In-person Service Test with a group of Ninjas
Day 2 – Final Interview
Waiting Period, Job Offer
Ask people how their day is going. If you see an opening, dig around a little bit and get to know somebody.
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Focus on your customers, not on your competition.
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The most lasting competitive advantage is extreme trust.
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Say “please” and “thank you”.
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