Great Experience in an Age of Extreme Expectation
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Lithium Director of Marketing Teresa Sloboth discussed customer expectations and how businesses can deliver dependable support to their clients during her presentation at the 2014 Customer Care Leadership Forum in Atlanta on Nov. 20. In her presentation, Sloboth noted today’s customers have extreme expectations, but a company that devotes the necessary time and resources to learn about its clientele can find ways to consistently support its customers. According to Sloboth, many customers are using social networks to connect with businesses, and these customers expect companies to respond to them via Facebook, Twitter and other social networks as well. Meanwhile, a business that is committed to delivering a first-rate omnichannel customer experience, Sloboth said, can support its clientele at all times. Sloboth also pointed out that businesses can make their customer interactions fun and enjoyable to boost their customer satisfaction levels: “Great experience starts with delivering as promised; making it easy and enjoyable, and this experience goes beyond saving. Great service and satisfaction leads to advocacy and future revenue.” Using social media to connect with customers is a necessity in today’s global marketplace, Sloboth said. In addition, a business that allows its customers to provide feedback via social networks, Sloboth noted, can engage its target audiences and improve its customer satisfaction levels. Sloboth said businesses can leverage myriad tools to collect customer feedback as well: “For your brand, it might mean allowing your customers to provide feedback or be beta testers for your products and services coming into market. It could be co-collaboration with them, asking for them, their feedback on designing features and new products. It could mean community knowledge base helping them help others.” - See more at: http://www.argylejournal.com/customer-care/2014-customer-care-leadership-forum-teresa-sloboth-director-of-marketing-lithium/#sthash.4hbYXTI9.dpuf
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Great Experience in an Age of Extreme Expectation
- 1. GREAT EXPERIENCE IN AN AGE OF EXTREME EXPECTATIONS Argyle Customer Care Forum November 2014 @lithiumtech @tsloboth
- 2. Welcome to a world of extreme expectations
- 3. Is hailing a taxi too hard?
- 4. Is hailing a taxi too hard?
- 5. THE CHALLENGE Buyers are forever changed. Brands compete with a new kind of ‘great’ experience. Extreme Expectations
- 6. We’re all getting used to great.
- 7. WHAT THIS MEANS expect a response from brands to Tweet73% expect a response within an hour72% feel more negative when not responded to in timely manner40% of complaints go unanswered*70% *Maritz Research Customers have Extreme Expectations Unresponsiveness Poses Risk to Revenue & Reputation
- 8. THIS IS SERIOUS, FOLKS
- 9. Digital as beginning (and middle and end)1
- 10. traditional digital mobile Aware Researc h Buy Use Support Share physicallocation printmedia website people(WOM) analogmedia searchengine digitalcontent digitalevents communityofinterest brandedcommunity socialnetworks group-basedchat agent-assisted mobileweb/social mobileapps electronic socialphysical digital customer experience (cx) mobile experience pre-sales experience out of the box experience product experience support experience digital experience
- 11. ONLY A CLICK AWAY FROM TRUTH 74% will ask for help online 66% of consumers see the call center as a last resort SOURCE: LITHIUM, FORRESTER 54% of purchases by 2017 influenced by digital
- 12. Social offers a personal touch, at scale.2
- 13. Context is King
- 14. Think win-win.3
- 15. FORRESTER’S VIEW ON GREAT EXPERIENCE Enjoyable Easy Deliver as promised
- 16. A GREAT EXPERIENCE GOES BEYOND SAVINGS Future Revenue Advocacy Great Service & Satisfaction
- 17. REDUCE SERVICE COSTS 10% reduction in support costs over traditional 70% first contact resolution rate
- 18. DRIVE REVENUE 27% Customers referred from the blog have larger baskets 20%increased spending
- 19. ADVOCATES ATTRACT SUBSCRIBERS 73% NPS 75% New subscribers through word of mouth
- 20. Now what? Rx
- 21. Social channel response: not optional
- 22. INNOCENT AUDIENCE MEMBER 2,230 Weekly Actionable posts 4,094 Weekly Response volume 524Minutes Response time
- 23. Statistics Total Mentions 1,502 Likely Actionable 1,406 Responses 1,958 Average TAR 118 minutes HOW DOES THAT COMPARE? @UXX 116K ONE WEEK PERIOD, LAST WEEK IN OCTOBER Statistics Total Mentions 4,094 Likely Actionable 2,230 Responses 626 Average TAR 524 minutes @FXXXX 200K
- 25. Money Experts
- 26. Car Enthusiast s
- 27. Your customers: give them a mission
- 29. GIVE THEM A MISSION Provide feedback
- 30. GIVE THEM A MISSION Design features & products
- 31. GIVE THEM A MISSION Help other customers
- 32. Your budget: take their lunch money
- 33. spent globally on market research spent globally on advertising $60Bn $500Bn 14% trust advertising Source: Edelman Trust Barometer 2014, Nielsen
- 34. report they have a digital strategy believe their approach is correct think they have people with the right technology skills20% 33% 74% NOT SURPRISING
- 35. Your next move: come see us
- 36. THREE KEY PRODUCTS SOCIAL CHANNEL RESPONSE BRANDED COMMUNITIES ANALYTICS & KLOUT Connect Engage Understand
- 38. GIVE THEM A MISSION Create content
Notes de l'éditeur
- At Lithium, we call this a world of extreme expectations. Who would think that any brand needs to compete on instantaneous, perfect, delightful and personalized. Well, you all do. Consumers aren’t shutting off their Amazon like expectations when they turn to you.
- We live in a world where are expectations are rising Just yesterday, it seems we were willing to wait for a cab. Now, our taxi service in our pocket and we expect a ride to come on demand from our mobile.
- We live in a world where are expectations are rising Just yesterday, it seems we were willing to wait for a cab. Now, our taxi service in our pocket and we expect a ride to come on demand from our mobile.
- But I’m not alone. ALL of us are getting used to great. The companies that are now serving us in the digital economy are raising the bar for every brand. You don’t now just compete with other Telecom providers. Your experience is being compared to Amazon and Google and Skype. And you’ve got to be great.
- 48% of you would give up good sex over good internet
- But the ironic part of all this is even though we all see this data, we continue to invest in all the old ways of doing business.
- 50% 2017 sales influenced by touch points
- #3. Social technologies COULD be a massive advantage to how we tackle these problems, but unfortunately we are largely using them to play DEFENSE. We are collectively obssessed with the things that bite us, and largely caught off guard.
- Why not play offense for a change. Imagine your best customers helping your other customers. Sharing. Connecting. Informing. I had the chance to meet a superfan of the Sephora Beauty Community earlier this year. This woman has written over 100,000 beauty secret posts to the community spending upwards of 4 hours a day answering questions. Now, you may think who is this person who all this time on their hands. Turns out she is a Lawyer in Chicago and does this as a way to decompress from the day. This is the power of an engaged, excited customer.
- Skype Community: http://community.skype.com/?category.id=English Lithy 2013: http://lithosphere.lithium.com/t5/lithys-social-customer/Lithys-2013-Skype-Best-Business-ROI/idi-p/77102 Goals: Skype wanted to make the community a place where users wanted to stay and return Additionally, Skype wanted to be able to offer answers on new and trending support questions faster and deliver them on a more direct channel Value: To accomplish their goal of customer engagement they came up with programs to reward their most engaged visitors. The community news highlights weekly activity, discussions and user participation The community began to help identify and resolve new product issues within 24 hours of a product launch that would normally take days to identify Upon the launch of a new product for the Android platform, the community compiled a list of problematic devices that prohibited them from using video calling. Armed with this critical feedback, Skype was able to issue a change within days after the initial launch For their second goal, Skype integrated the most helpful peer-submitted content called “Accepted Solutions” with related topics from their knowledge base to be prominently displayed on the Skype Support page. A category-based selection logic ensures that related topics are pulled from the correct community boards Information Age.com article: http://www.information-age.com/channels/comms-and-networking/it-case-studies/2098703/skype-calls-on-the-community-for-customer-support.thtml 2012 Forrester Groundswell submission: http://lithosphere.lithium.com/t5/Lithium-View-blog/Skype-s-peer-to-peer-community-improves-1st-contact-resolution/ba-p/58960 From 2012 Lithy: http://lithosphere.lithium.com/t5/Lithys-Social-Customer/Lithys-2012-Skype-Best-Social-Customer-Experience-Program-Best/idi-p/42386 The Skype Support Network, launched in June 2011, is Skype’s peer-to-peer support community and provides a direct channel for feedback and exchange between our users and product teams. What happens if you flip on all switches “Community” and put the spotlight on a previously hidden tech support forum? We did just that and turned it into a vibrant location for exchange around everything Skype. Within just over 7 months page views skyrocketed and have more than doubled. A highly engaged, dedicated user base presented with the right tools utilize them every day now to improve theirs and other’s Skype experience. Several aspects lead to the huge success – both outside and inside the company – of this project, each itself worth highlighting. Best Global Implementation Reflecting our truly global product we launched the community in eight languages. The landing page was designed to showcase our language communities and the latest activities and hot topics in each of those. Our visitors appreciated the fact that they could exchange in their language and within days we had Super Users covering all time zones around the world Best Social Customer Experience Program Making the community a place you wanted to stay and return to was our primary goal. That’s why we came up with several programs that rewarded visitors. The Community News highlight weekly activity, discussions and user participation. The highlighted user and topic of the week invited users to stay while longer and engage in the conversation. We are most proud about our #SkypeTalks live events: Questions raised simultaneously via a dedicated community board and Twitter were replied on by product managers inside Skype. This helped prioritize the next developments sprints through the insight gained and gave the user a very rewarding feedback experience. And in the end it raised awareness of our product features. Eventually the community has helped us identify and resolve new product issues within 24 hours of launch that would normally have taken days. E.g. the community compiled a list of problematic devices with regards to video calling on Android. Based on that we were able to issue a hotfix within days after our initial release. This extended the list of supported devices and thereby consumer satisfaction. Best New Community Already the first week after the launch in June 2011 our Community Health Index passed 600 and its rise has not stopped yet. We have since passed a score of 700 which put us in line with other Lithium established communities that have been developing for much longer than the 7 months we did. But the CHI is more than just a number: It reflects that our users are on average getting a reply quicker than via our own customer service. In the majority of cases even answering their question right away providing is with a first contact resolution rate of around 70%. We now engage 3 Million users per month, growing 10% month over month since last June. Best Community Technical Implementation Another goal of the community switch was to offer answers on new and trending support questions faster and deliver them on a more direct channel. We achieved that by integrating helpful content (Accepted Solutions) and related topics to our existing copywriter authored knowledge base content on our Skype Support page. A category based selection logic ensures the related topics are pulled from the correct board. It works as an additional motivational factor to our Super User: “Great to have our work surfaced to more users to get their problems solved”. Eventually this integration serves as an attractive entry point to join the community discussion with latest stats reflecting the activity taking place. Behind the curtain we also made full use of the Single-Sign-On feature in Lithium. It is not only used for authenticating users to access with their Skype Name, but we also implemented a tight integration allowing Skype Customer Service staff to one-click quickly check back office user data for cases escalated from the community. The sleek integration ensured the feature to be attractive in everyday use. Best Business ROI Best of all we were pleased to see a 10% reduction in our traditional support costs through reduced number of contacts that we could relate to the introduction of the new Lithium community platform. Much harder to quantify but definitely present are the revenue improvements gained from the increased customer satisfaction through the product improvements we could introduce based on the community feedback. Compared to previous methods if gathering feedback (e.g. through web based forms) the round trip time is much shorter and we can react quicker. Best SuperFan Story or Insight In the end the whole community stands or falls with our dedicated Super Users sharing their expert knowledge and creative solutions on using our products. They have spent 1½ years online time on their community while it had not even had it’s own birthday yet. During that time they contributed 14% of all content including 38% of the very valuable accepted solutions. As a token of appreciation we highlighted five of them in our end of year awards on our Community news blog with a short interview and portrait. Our stellar Super User goes by the nickname “TheUberOverLord”, is a self-proclaimed “White Hat” computer expert and contributed 5% of all posts since the launch. His engagement inspired several other users to become engaged and eventually Super users as well. I want to close with inviting you all to our community and taking this opportunity to thank our community members for their passion and engagement that makes this such a success. We are entering this award as a way of saying thanks to our Super Users!
- Or Virgin – whose engagement over travel locales are growing conversion and basket size.
- giffgaff Community: http://community.giffgaff.com/ 2012 Lithy: https://lithosphere.lithium.com/t5/lithys-social-customer/Lithys-2012-giffgaff-Best-Social-Customer-Experience/idi-p/41822 We are seeing these types of results through a combination of programmes we run here with the community, which ensures that any question asked on the community is answered within 90 seconds on average. But not only does our community help by answering peoples specific questions, we can see 8% of all page views going directly to an accepted solution, guaranteeing a great many call deflections. With our highly-engaged community, we create a huge volume of content, which gets picked up in search engines, driving more and more traffic to our site. So much so, that we can see 30% of all organic traffic going straight into our community and finding answers to questions they didn’t even know they had!
- So how do you get your company --to be thinking about how to leverage social and digital technologies to play OFFENSE ---I propose it’s a framework for change.
- At Lithium, we call this a world of extreme expectations. Who would think that any brand needs to compete on instantaneous, perfect, delightful and personalized. Well, you all do. Consumers aren’t shutting off their Amazon like expectations when they turn to you.
- Sample 1 – showing how they could improve stats Response time – Most customers expect a response within 60 minutes Tony seems upset about the fact that he’s not getting any follow-up responses Other ideas – choose up to 3 Response times Volume of tweets missed Volume by hour of day/day of week (agent vs. customer activity) Strategy (First Response Direction – people prefer to stay on their chosen channel) Compare to competitors Sample of individual missed tweets
- Here is the USPS too: 2320 incoming 1940 actionable 64 replies 123.2m TAR average
- To play offense, you need to give them a mission. And what would that look like? This is what I think it would look like
- It could look like. Millions of people dumping ice over their head to raise awareness and money for ALS It could look like awareness, and press and optimism and reward for everyone who participated. That’s what offense could look like.
- The mission could be asking them to do something like the following
- Help you design features and products.
- It could be asking them to help other customers with a question and answer dynamic knowledge base
- At the same time that expectations are on the rise, trust in brands is on the decline. 14% trust advertising, yet we spend over $500 billion annually on it we chase our customers perspectives on product and perception with our research, yet they are giving it to us every day and we IGNORE IT.
- So we invest in old models and reuse to turn our attention fully to the new digital models that could help us solve our customers problems. In this data by Forrester, ¾ of you say you have a strategy but only 1 in 3 think it’s correct and 1 in 5 don’t think they are investing in the right people, the right skills. So how do we expect to make progress in a world where consumers expect a Google like experience?
- Lithium’s vision is to build trust between brands and people We help brands connect, engage and understand their community Our products help them to ….
- This is what we do. Lithium serves over 50 telecom providers who are trying to rebuild trust with their customers.
- Example of how Barclays asked Customer of “what drives you nuts about the bank”
- At Lithium, we call this a world of extreme expectations. Who would think that any brand needs to compete on instantaneous, perfect, delightful and personalized. Well, you all do. Consumers aren’t shutting off their Amazon like expectations when they turn to you.
- In fact, only 145 trust advertising and brand messaging. Nor your CEO. But they will turn to those around them….(you know this)