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Relate Live NYC: Customer journey mapping

Presented by Zendesk's VP of Customer Success, Sary Stefanki and Director of Customer Success, Roshni Sondhi.

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Relate Live NYC: Customer journey mapping

  1. 1. #RelateLive Journey Mapping Customer Effort
  2. 2. #RelateLive Roshni Sondhi Zendesk Director, Customer Success Sary Brunner Zendesk VP, Customer Success
  3. 3. Reducing the effort your customers have to put into a relationship is extremely important.
  4. 4. TheEffortless Experience There’s something to it
  5. 5. 96% of customers that had high-effort experiences reported being disloyal. 9% of customers with low-effort experiences report being disloyal. 1% of all customers with low-effort experiences said they’d spread negative word of mouth about the company. 81% 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.
  6. 6. 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.
  7. 7. 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.
  8. 8. Customer Effort Score v2.0 The company made it easy for me to handle my issue.
  9. 9. OK great. Where do we start? Well,withacustomer journey,orcourse.
  10. 10. Meenu Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. 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 a date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive 3 days later. Meenu tries on the dresses; one she doesn’t like, one was the right size butdidn’t fit and the last was a totally difefernt item. The missing item was her fave… She posts this on FB: “uggh, was to go folks messed up my order—I NEED my dress before my big 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
  11. 11. FashionCo Customer Since 2010 Lifetime Value $10,050 Average Order Value $150 Engagement Style Gallery, Product reviews, 
 Facebook & Twitter Meenu
  12. 12. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. 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 a date by a long-time romantic interest of hers. FashionCo Customer Since 2010 Lifetime Value $10,050 Average Order Value $150 Engagement Style Gallery, Product reviews, 
 Facebook & Twitter Meenu
  13. 13. FashionCo Customer Since 2010 Lifetime Value $10,050 Average Order Value $150 Engagement Style Gallery, Product reviews, 
 Facebook & Twitter Meenu She orders 3 dresses as potential outfits for the date. The dresses arrive 3 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 different item. The missing item was her fave… She posts this on FB: “uggh, was to go folks messed up my order—I NEED my dress before my big date.” FashionCo’s social team responds and invites her to a live chat session.
  14. 14. 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 FashionCo Customer Since 2010 Lifetime Value $10,050 Average Order Value $150 Engagement Style Gallery, Product reviews, 
 Facebook & Twitter Meenu
  15. 15. 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
  16. 16. The math of loyalty More customers, more time More revenue per customer Improve Customer Retention Increase Lifetime Value
  17. 17. The math of loyalty Increase customer lifetime value $1,250,000 500,000 # of customers 5% % impacted $500 current ltv 10% % improvement ( )xx x ) (
  18. 18. Key takeaways Four-up 2 Reducing effort for your customers can increase business value Effort is a key piece of loyalty 1 4 Give it a shot! Talk to the ZD team at our booth about working together to do an Optimization or Strategic Assessment with your team! 3 Journey mapping for customer effort is an approachable, effective tool to diagnose areas of effort
  19. 19. Q&A
  20. 20. presented by #RelateLive

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