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LIVE
#RelateLive
Journey Mapping
Customer Effort
What is Journey Mapping?
Journey Mapping is a tool companies use to help them see what their customers
truly experience – ...
What is Journey Mapping for Customer Effort?
Journey Mapping for customer effort is a tool to identify where customers are...
Why Journey Map for Customer Effort?
96% of customers that had high-effort experiences reported
being disloyal. Only 9% of...
OK great. Where do we start?
Well, with a customer journey, or course.
Meenu and her sister
participate in FashionCo’s
‘Be...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Customer Effort Score v2.0
• Question and answer more universally understood in testing
• Wording and layout allows for mo...
Today we’re taking a single experience
and scoring it, then we’re going to
diagnose and solve for effort
What we really wa...
Customer Effort Audit
• Channel specific evaluation
tool
• Asks a series of diagnostic
questions about the
experience in t...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Top Drivers of Disloyalty
4 out of 5 of these are related to ‘effort’
They are:
• More than one contact
• Repeating inform...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
Meenu and her sister
participate in FashionCo’s
‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lif...
The 4 Pillars
Low effort
companies
minimize channel
switching
Low effort
companies
maximize next
issue avoidance
Low effort
c...
The Math of Loyalty
More customers, more time
More revenue per customer
Improve Customer Retention
Increase Lifetime Value
The Math of Loyalty
Increase customer lifetime value
500,000
$1,250,000
# of customers
5%
% impacted
$500
current ltv
10%
...
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Journey mapping the customer effort

Chris Albro of Zendesk walked Relate Live attendees through a workshop on how to map your customer's journey.

If customer loyalty is one of your strategic metrics, you should be thinking about how hard you make your customers work. This 90-minute hands-on workshop will provide you with the tools to evaluate–and then minimize– your customers’ effort.

Journey mapping the customer effort

  1. 1. LIVE #RelateLive Journey Mapping Customer Effort
  2. 2. What is Journey Mapping? Journey Mapping is a tool companies use to help them see what their customers truly experience – the real moments of truth and the ways in which customers go about achieving their needs.
  3. 3. What is Journey Mapping for Customer Effort? Journey Mapping for customer effort is a tool to identify where customers are expending too much effort to achieve their needs.
  4. 4. Why Journey Map for Customer Effort? 96% of customers that had high-effort experiences reported being disloyal. Only 9% of customers with low-effort experiences report being disloyal. Only 1 percent of all customers with low-effort experiences said they’d spread negative word of mouth about the company, compared with a staggering 81 percent of customers with high-effort experiences who said they’d do the same. Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.
  5. 5. OK great. Where do we start? Well, with a customer journey, or course. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  6. 6. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter
  7. 7. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. 0 Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers.
  8. 8. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.”
  9. 9. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. Meenu rocks her first date.
  10. 10. Customer Effort Score v2.0 • Question and answer more universally understood in testing • Wording and layout allows for more natural inclusion in other surveys
  11. 11. Today we’re taking a single experience and scoring it, then we’re going to diagnose and solve for effort What we really want to do in practice is monitor our distribution and look for anomalies in that distribution Anomalies come in two forms: • A distribution that is significantly better or worse than the industry • Specific interactions that fall outside of a normalized distribution Scoring Best Practices
  12. 12. Customer Effort Audit • Channel specific evaluation tool • Asks a series of diagnostic questions about the experience in that channel • Good for evaluating channels without the context of customer journeys
  13. 13. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  14. 14. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.”
  15. 15. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  16. 16. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  17. 17. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  18. 18. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Customer asked to log in to website to enter chat ? ?
  19. 19. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Customer asked to log in to website ? ?
  20. 20. Top Drivers of Disloyalty 4 out of 5 of these are related to ‘effort’ They are: • More than one contact • Repeating information • Perceived effort • Being transferred
  21. 21. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Customer asked to log in to website ? ?
  22. 22. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Customer asked to log in to website ? ? Enable agents to solve low-risk tickets in social channel Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  23. 23. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Customer asked to log in to website ? ? Enable agents to solve low-risk tickets in social channel Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  24. 24. The 4 Pillars Low effort companies minimize channel switching Low effort companies maximize next issue avoidance Low effort companies equip agents to engineer experiences Low effort companies empower employees
  25. 25. The Math of Loyalty More customers, more time More revenue per customer Improve Customer Retention Increase Lifetime Value
  26. 26. The Math of Loyalty Increase customer lifetime value 500,000 $1,250,000 # of customers 5% % impacted $500 current ltv 10% % improvement ( ) ( )xx x
  27. 27. LIVE a zendesk conference #RelateLive

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