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Excellence in Customer Service
The Forgotten Marketing Strategy
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Excellence in Customer Service
Mike Rossi Mohsen Hadianfard
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Why Us?
• eCommerce Customer Loyalty Software – Oversees over $300m/yr in transactions
• Partnerships: • 3000+ Paying Customers (Merchants)
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No Outbound Sales
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Keep Your Phone On
@sweettooth
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Agenda
• Benefits of Reputation
• Controlling Customer Experience
• Strategies Implemented at Sweet Tooth
• Measuring Effective Customer Service
• Building a Customer Service Culture
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Our Reputation
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Our Reputation
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Benefits of Reputation
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Our Reputation
How do we control our reputation?
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How do we control our reputation?
Control the customer experience.
Our Reputation
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Controlling Customer Experience
• Determine Interaction Channels – Where customers interact with the brand – Ensure consistency
• Determine Reputation Channels – Where customers can discuss their
experience with your brand – e.g. word of mouth, Twitter, review boards,
etc.
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Controlling Customer Experience
• Determine Interaction Channels – Where customers interact with the brand – Ensure consistency
• Determine Reputation Channels – Where customers can discuss their
experience with your brand – e.g. word of mouth, Twitter, review boards,
etc.
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Interaction Channels
• Face-to-Face or Phone Conversation
• Website • Support Portal
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Sweet Tooth Interaction Channels
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Sweet Tooth Interaction Channels
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Quick responses are essential!
Sweet Tooth Interaction Channels
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Interaction Channel: Rogers
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Interaction Channel Essentials
• Have a process for EVERY possibility • Ensure consistent monitoring & responses – Determine customer flow patterns
• Leave no channel unattended – ALWAYS respond quickly
– Ask questions!
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Tools for Interaction Management
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Example: 37 Signals
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Example: 37 Signals
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Reputation Channels
• Review Boards • Blogs
• Forums
• Word of Mouth
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Sweet Tooth"Reputation Channels
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Sweet Tooth"Reputation Channels
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Reputation Channel: WestJet
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Tools for Reputation Management
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Quality of Interaction
• Always Respond Quickly – Customer feels important – Gives the impression of superior competence
• Always Ensure Needs Are Met – Answer all questions/concerns – Try Boomerang (for Gmail or Outlook)
• Provide the Unexpected – Go above and beyond your promises – Make it personal!
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Quality of Interaction
• Always Respond Quickly – Customer feels important – Gives the impression of superior competence
• Always Ensure Needs Are Met – Answer all questions/concerns – Try Boomerang (for Gmail or Outlook)
• Provide the Unexpected – Go above and beyond your promises – Make it personal!
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Quality of Interaction
• Always Respond Quickly – Customer feels important – Gives the impression of superior competence
• Always Ensure Needs Are Met – Answer all questions/concerns – Try Boomerang (for Gmail or Outlook)
• Provide the Unexpected – Go above and beyond your promises – Make it personal!
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Our Strategies
What We’ve Implemented at Sweet Tooth
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A Customer Service Culture
• Create a Culture of Quality Service – Make it a core value – Lead by example
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Story of Zappos
• Largest online shoe retailer (started 1999) • Not profitable at first • Sales: – 2000: $1.6 million – 2001: $8.6 million
– 2003: $70 million – 2008: $1 billion
• Minimal advertising
New Focus
Customer Service
$1.2 Billion"Amazon
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• Delivering WOW through service – “Prank Call” at 3am for pizza delivery in Santa Monica – To Zappos customer service in Las Vegas
Story of Zappos
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Video
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Delivering the Unexpected
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Our Strategy
Follow the Zappos Example! (with our own twist)
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Delivering WOW Through Service
A fast response from Sweet Tooth after hours:
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Sweet Tooth’s Strategies
• How did we go about implementing this?
– Our Culture – Resources – Building a Support Team – Exceeding Expectations – Making it Personal
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Our Culture
• Leading by Example – Customer Service is a priority for the whole
company – Customer Service attitude needs to come
from the top!
• Good Reviews Emailed Company-Wide • Peer-Reviewed Communications • Constant Encouragement
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Resources
• Phone / Chat • Sandbox & Demo • Knowledgebase – Over 200 articles
• Community Forums • Support Portal
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Support Team
• Multi-Tiered Team of Agents • Internal Wiki & Common Procedures • Take Response Times Seriously – 90% of initial responses within an hour
• Until Customer Issue is Resolved: – Constant updates
– Follow-ups
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Exceeding Expectations
• Advertise Support During 9-5 Core Hours – Available around the clock!
• Managing Expectations – Sales Policies
– Support Policies – Going above and beyond
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Unhappy Customer….
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Now Happy J
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Make it Personal
• Not your typical service desk • Learning about our customers • Making friends with our customers • Understanding their needs • Being proactive – Offering tips on effective reward campaigns
– Remembering who’s been struggling – Keeping tabs on who asks for features/fixes
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Sweet Tooth’s Strategies
• How did we go about implementing this?
– Our Culture – Resources – Building a Support Team – Exceeding Expectations – Making it Personal
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Then What?
• Customer Service Strategy in Place
• Must Gauge Success
• Adjust and Improve
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Gauging Customer Service
Net Promoter Score (NPS)
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Gauging our Success
Using Net Promoter Score (NPS):
How likely are you to recommend our brand
to a colleague or friend?
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Gauging our Success
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NPS Benchmarks
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NPS Benchmarks
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Using Your NPS Score
• Your score is highly dependent on: – Region – Industry, customer base, etc.
• Useful to measure improvement
• Generally not productive to compare your NPS to competition
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High NPS Companies
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Alternate Metrics
• Customer Satisfaction
• Customer Happiness
• Tracking Referrals per Customer
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Example: Dropbox
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Example: 37 Signals
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Example: 37 Signals
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Example: 37 Signals
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Strategies for Customer Service
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Strategies for Customer Service
• Know your Channels – Interaction channels – Reputation channels
• Ensure NPS is measured – Ask as many of your clients as possible – Get feedback
• Provide Quality Interaction – Quick responses – Always! – Deliver the unexpected
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Strategies for Customer Service
• Know your Channels – Interaction channels – Reputation channels
• Ensure NPS is Measured – Ask as many of your clients as possible – Get feedback
• Provide Quality Interaction – Quick responses – Always! – Deliver the unexpected
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Strategies for Customer Service
• Know your Channels – Interaction channels – Reputation channels
• Ensure NPS is Measured – Ask as many of your clients as possible – Get feedback
• Provide Quality Interaction – Quick responses – Always! – Deliver the unexpected
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Get Started Early
• Focus on Customers First!
• Amazing Product OR Amazing Support
• “The best time to plant a tree is 20 years ago – the second best time is today.”
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A Customer Service Culture
A culture of excellent customer
service is one of the most effective marketing strategies.
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A Customer Service Culture
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Improve Your Company’s Customer Service
5 Things to Implement Today
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1. Build Your Team Culture
Identify Your Core Values
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2. Establish Processes
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3. Implement Systems
Boomerang, Zendesk, Nutshell, etc.
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4. Track Everything
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5. Talk to Your Customers/Users
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Q & A
@sweettooth