Excellence in Customer Service: The forgotten marketing strategy - MaRS Best Practices
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With company and brand reputations more transparent than ever, the importance of managing your company's customer service has never been more crucial. Learn ways to identify the channels that can have the most dramatic effect on your company’s reputation. Find out how to build a solid strategy for customer service that will fuel growth.
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Excellence in Customer Service: The forgotten marketing strategy - MaRS Best Practices
- 2. Excellence in Customer Service The Forgotten Marketing Strategy
- 3. Excellence in Customer Service Mike Rossi Mohsen Hadianfard
- 4. Why Us? • eCommerce Customer Loyalty Software – Oversees over $300m/yr in transactions • Partnerships: • 3000+ Paying Customers (Merchants)
- 6. Keep Your Phone On @sweettooth
- 7. Agenda • Benefits of Reputation • Controlling Customer Experience • Strategies Implemented at Sweet Tooth • Measuring Effective Customer Service • Building a Customer Service Culture
- 11. Our Reputation How do we control our reputation?
- 12. Our Reputation How do we control our reputation? Control the customer experience.
- 13. 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.
- 14. 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.
- 15. Interaction Channels • Email • Face-to-Face or Phone Conversation • Website • Support Portal • Twitter
- 16. Sweet Tooth Interaction Channels
- 17. Sweet Tooth Interaction Channels
- 18. Sweet Tooth Interaction Channels Quick responses are essential!
- 20. 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!
- 21. Tools for Interaction Management
- 24. Reputation Channels • Twitter • Review Boards • Blogs • Forums • Word of Mouth
- 28. Tools for Reputation Management
- 29. 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!
- 30. 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!
- 31. 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!
- 32. Our Strategies What We’ve Implemented at Sweet Tooth
- 33. A Customer Service Culture • Create a Culture of Quality Service – Make it a core value – Lead by example
- 34. Story of Zappos • Largest online shoe retailer (started 1999) • Not profitable at first • Sales: – 2000: $1.6 million – 2001: $8.6 million New Focus Customer Service – 2003: $70 million – 2008: $1 billion $1.2 Billion" Amazon • Minimal advertising
- 35. Story of Zappos • Delivering WOW through service – “Prank Call” at 3am for pizza delivery in Santa Monica – To Zappos customer service in Las Vegas
- 36. Video
- 38. Our Strategy Follow the Zappos Example! (with our own twist)
- 39. Delivering WOW Through Service A fast response from Sweet Tooth after hours:
- 40. Sweet Tooth’s Strategies • How did we go about implementing this? – Our Culture – Resources – Building a Support Team – Exceeding Expectations – Making it Personal
- 41. 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
- 42. Resources • Phone / Chat • Sandbox & Demo • Knowledgebase – Over 200 articles • Community Forums • Support Portal
- 43. 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
- 44. Exceeding Expectations • Advertise Support During 9-5 Core Hours – Available around the clock! • Managing Expectations – Sales Policies – Support Policies – Going above and beyond
- 46. Now Happy J
- 47. 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
- 48. Sweet Tooth’s Strategies • How did we go about implementing this? – Our Culture – Resources – Building a Support Team – Exceeding Expectations – Making it Personal
- 49. Then What? • Customer Service Strategy in Place • Must Gauge Success • Adjust and Improve
- 50. Gauging Customer Service Net Promoter Score (NPS)
- 51. Gauging our Success Using Net Promoter Score (NPS): How likely are you to recommend our brand to a colleague or friend?
- 53. NPS Benchmarks
- 54. NPS Benchmarks
- 55. 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
- 57. Alternate Metrics • Customer Satisfaction • Customer Happiness • Tracking Referrals per Customer
- 58. Example: Dropbox
- 62. Strategies for Customer Service
- 63. 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
- 64. 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
- 65. 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
- 66. 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.”
- 67. A Customer Service Culture A culture of excellent customer service is one of the most effective marketing strategies.
- 68. A Customer Service Culture
- 69. Improve Your Company’s Customer Service 5 Things to Implement Today
- 70. 1. Build Your Team Culture Identify Your Core Values
- 72. 3. Implement Systems Boomerang, Zendesk, Nutshell, etc.
- 74. 5. Talk to Your Customers/Users
- 75. Q&A @sweettooth