This document discusses how to turn customers into brand promoters by providing excellent customer service. It emphasizes that delighted customers are 10 times more likely to repurchase and recommend a brand to others. The frontline needs to go above and beyond to resolve issues quickly using empathy. Metrics like Net Promoter Score (NPS) can measure success by tracking how likely customers are to recommend a brand. Truly outstanding online experiences build customer satisfaction and trust, making customers into promoters.

1. Turn Customers into Brand Promoters
What does a customer want
Kaushal Mehta
Founder & CEO - Motif, Inc.
www.motifinc.com

2. Session goals
• Understanding what delighting customers means?
• The business case for consumer delight – how delighted customers become brand
promoters
• Empowering the frontline to go the extra mile to achieve customer delight
• Measuring service success through hard metrics such as VoC and NPS, and setting up
a customer feedback loop, using predictive analytics, to ensure constant service
improvement
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3. Understanding what customer delight means
Why are they shopping online?
What will make them come back to your website for further purchases?
• Easy search of products, clear and accurate product specifications
• Assurance that the listed products are not fraudulent, secure electronic payment
systems
• Updated product delivery information
• Quick and personalized (address all questions) responses to consumer queries
and complaints (Session focus)
Customer satisfaction and trust result from truly outstanding online experiences
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4. The Moment of Truth – The business case for customer delight
• It is 10 times more expensive to acquire a new customer
than to keep a current customer
- Bain & Company Research
• Customers are lost primarily due to indifference (66%)
versus dissatisfaction (14%)
- The Wall Street Journal
• 66% of respondents said they would spend an average of
13% more with a company that provides excellent
customer service
- 2012 American Express Global Customer Service Barometer
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5. The two dimensions of customer service
• Procedural: established systems, channels, policies and procedures to deliver service
– Various channels of support, time of support, amount of support
– Evaluating which channels work best for your e-tail company
– Are your customers aware of these channels
– Do these channels work effectively from a customer’s perspective – ease of access, timeliness
of response, etc.
• Personal: Product knowledge, attitudes, behaviors and communication skills service
providers use to interact with customers
– Providing timely, accurate and empathic responses to problems, queries and complaints
– Going above and beyond (empowerment)
– Using proper language and grammar so that communication is clear
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6. What causes detractors
According to the 2012 American Express Global
Customer Service Barometer, the top four causes of
consumer dissatisfaction listed by respondents were:
Rudeness: An insensitive or unresponsive customer service
representative
Passing the Buck: Being shuffled around with no resolution of
the issue
The Waiting Game: Waiting too long to have an issue resolved
Being Boomeranged: Forced to continually follow up on an
issue (example 48 hours)
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7. Amazon – delighting customers with quick & cheerful service
Several examples of amazon.com’s great customer service can be found on the company’s own website and
social media pages. Amazon allows customers to leave positive and negative reviews, knowing that most will
be positive.
“I have been purchasing from Amazon.com for over a decade. In that time, I have only had one
problem. A few months ago I purchased another book. The book was $25.84. When I noticed that I was
double charged, I called Amazon.com and the charges were reversed. There was no lengthy on hold
time, no arguing with a rep, and no waiting for a resolution.” - a delighted Amazon customer
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8. The Virgin Atlantic Experience
Richard Branson calls!
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9. Measuring customer delight
• Voice of Customer (VoC)
• Net Promoter Score (NPS)
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10. The science behind turning customers to advocates - Net Promoter Score
• How to correlate between two Key Performance Indicators:
– Internal QA scores and Net Promoter Score
– Internal quality monitoring is more focused on compliance, procedure and not so much on
the customers’ perception of services provided
• NPS typically takes 8-10 days for feedback to be provided to agents, after data
collection, scrubbing and analysis
– NPS only allows for a post-mortem analysis on a failed interaction
• The sample of customers responding to surveys may not be adequate to represent
the opinion of an entire population on services provided
• Difficulty in going beyond the NPS metric and building an operational model around it
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11. The science behind turning customers to advocates - Net Promoter Score
Customer CTQs (critical to Quality) Internal Compliance Attributes
Correct response, research & tools (1 or -1) Spelling, Grammar (0 or -1)
Complete response (1 or -2) Formatting (0 or -1)
Customization (1 or -1) Tools used/documentation (0 or -1)
Addressed all issues (2 or -3) Policy violation/non-compliance (0 or -3)
Clarity (1 or -1) Opening/closing (0 or -1)
Credit issued (3 or -3) Bonus (5 or 0)
Malicious (0 or -3)
• Attributes such as timely and comprehensive response weigh in more than grammar
– severe detractors if not addressed
• Assign binary rating to each attribute; higher the impact, lower the negative rating
(table above). Different ratings for different company
• Create predictive model to enable real time assessment rather than wait for surveys
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12. Making difficult changes
• Drive behaviours via enhancements in product and process to address the key
attributes that create promoters and minimize detractors
• Successfully able to predict the NPS
• Identify training needs by conducting real-time gap analysis for individuals as
well as entire groups, by studying ‘controllable’ factors affecting NPS
• Track post-training performance of low-performing agents
• Feedback on certain policy changes and site issues that were identified as
‘uncontrollable’ factors affecting NPS
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13. The way forward
• Focus on your core expertise
• Product, process and channels
• Leverage available expertise to enhance the member experience to create
customers into brand promoters
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14. About Motif
Online Retail Experience – 12+ Years, 33 Million Transactions
Highlights
• Track record of serving Fortune 500 and 1000 clients for extremely long client tenures (decade plus)
• 1500 dedicated FTEs providing E-commerce services from India, Philippines and Costa Rica
• Continuous focus on process improvement to improve customer experience
~0.5M
Inventory Analysis
~13.5M
Site Management
~1.0M
Collections
~0.9M
Order Processing
~1.9M
Billing, Credit, Refund
~15M
Pre and Post Purchase Customer Support
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Service channels: Email, Chat, Voice & Back Office
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15. Thank you
For more information, email: kaushal.mehta@motifinc.com
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