userconf nyc welcome & keynote - the (coming) golden era of products
Post on 17-Oct-2014
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welcomeSarah HatterFounder, CoSupport@sh
Richard WhiteCEO, UserVoice
@rrwhite
no pitching
logistics here
why
two reasons
Nothing like it existed You really don’t want the alternatives
REASON NUMERO UNO
ITIL
call centers
The conference about keeping your customers
The conference about keeping your customers (happy)
how not why
No one goes to school for customer service...
A HUMBLE OBSERVATION
No one goes to school for customer service...
A HUMBLE OBSERVATION
Political Science & History
Art History
Physics & Math, Electro-Optics
Economics & Political Science
Digital Arts, English
Information Technology
Computer Science
No one goes to school for customer service...
A HUMBLE OBSERVATION
Political Science & History
Art History
Physics & Math, Electro-Optics
Economics & Political Science
Digital Arts, English
Information Technology
Computer Science
Marketing & Communications
Finance
BA Arts & Cinema
Masters of Education
Certified Project Manager
Liberal Arts
Computer Science
No one goes to school for customer service...
... they go to UserConf
A HUMBLE OBSERVATION
Most conferences suckand we thought we could do better
REASON NUMERO DOS
ten “things”
... Have Panels
... Have Gurus or Thought Leaders as Speakers
... Say Shit Everyone Already Knows
... Spam Attendees or Sell Their Email Addresses
... Take Sponsors For Granted
... Have Lame Sponsors
... Have Live Q&A
... Overcharge for Tickets
... Take Thyself Too Seriously
... Forget Conversations
Thou shalt NOT...
Community as a Conference
5 Cities
30 Meetups
312 Pastries
thank you
The Golden Era of Products(aka why we really started UserConf)
Richard WhiteFounder, CEO@rrwhite
Two different worlds of “customer service”
@rrwhite
“All agents are currently serving other customers”
“Your call is important to us”
“Press 9 to hear these options again”
Entering your account # only to have to repeat it to the agent
Customer Service Our World
Highly skilled agents
Delivering great support on any medium
A product issue is solved in hours or days not months
Every customer engagement is an opportunity
20% handle multiple channels
40% respond to tweets
29% respond < 1 day
89% handle multiple channels
87% respond to tweets
83% respond < 1 day
Customer Service Our World
20% handle multiple channels
40% respond to tweets
29% respond < 1 day
Past
89% handle multiple channels
87% respond to tweets
83% respond < 1 day
Future
the futureis here
or is it?
@rrwhite
Exceptional customer care isn’t new.
@rrwhite
No, this is different.Things have changed.
@rrwhite
three changes
@rrwhite
The internet has spawned a generation of businesses built around self-service.
CHANGE #1
@rrwhite
Is this really necessary?
@rrwhite
43%
62%
of people said they could have solved their customer service issue on their own if better self-service tools were available.
of people age 18 to 24
@rrwhite
THE FUTURE IS...
More user self-service
50% of smartphone users would prefer to use a mobile customer service application to try to resolve their customer service issue before calling into the contact center.
@rrwhite
56% of online consumers agree that their (customer service) calls are more complex as simple transactions are often automated
THE FUTURE IS...
More user self-serviceLess customer contacts but more complex issues. No more scripts.
@rrwhite
THE FUTURE IS...
More self-serviceLess customer contacts but more complex issues. No more scripts.
Need less people but better training (and pay)
@rrwhite
Companies are moving to subscription-based revenue models.
CHANGE #2
@rrwhite
I know. You’re shocked.
@rrwhite
50% of US businesses have either adopted or were planning to adopt a subscription based model
@rrwhite
50%
40%
of US businesses have either adopted or were planning to adopt a subscription based model
Global 2000 companies will use subscription services for their billing, fulfillment and renewals by 2015
@rrwhite
Ye olde sales funnel.
@rrwhite
THE FUTURE IS...
Subscription revenue
@rrwhite
THE FUTURE IS...
Subscription revenueFunnel is broken. You must re-close customers every month!
@rrwhite
THE FUTURE IS...
Subscription revenueFunnel is broken. You must re-close customers every month!
The blurring of the line between sales & support.
@rrwhite
THE FUTURE IS ALSO...
Freemium models
@rrwhite
THE FUTURE IS ALSO...
Freemium models
@rrwhite
69% of worldwide iOS app revenue and 75 percent of global Android app revenues come from freemium applications.
THE FUTURE IS ALSO...
Freemium modelsRequires you to care for users not just customers.
Requires you to scale your processes (self-service) earlier than ever.
@rrwhite
Social media is the catalyst but not the medium of the future.
CHANGE #3
@rrwhite
1% of people said they preferred to get support via Twitter instead of traditional mediums.
@rrwhite
1% of people said they preferred to get support via Twitter instead of traditional mediums.
of US consumers are very to somewhat interested in resolving customer service issues.email: 67%, phone: 90%
22%
@rrwhite
Seeking an actual response from a company to help them with a service issue
Venting frustration with a bad customer service experience
Sharing information about their service experience with a broader audience
@rrwhite
TOP REASONS PEOPLE TURN TO SOCIAL MEDIA
@rrwhite
Twitter is the small claims court of bad support
THE FUTURE IS...
Social Media level of care on traditional channels.
@rrwhite
Seeking an actual response from a company to help them with a service issue
Praising a company for a great service experience
Venting frustration with a bad customer service experience
Sharing information about their service experience with a broader audience
@rrwhite
TOP REASONS PEOPLE TURN TO SOCIAL MEDIA
THE FUTURE IS...
Social Media level of care on traditional channels.
@rrwhite
THE FUTURE IS...
Social Media level of care on traditional channels.
Word-of-month matters again
@rrwhite
More self-service = More complex interactions and more leeway given to customer-facing team members to solve them.
Subscription revenue + Social media = Business case for investing in building a great product and great customer care.
Freemium = Need to scale high level of customer care much faster and larger than previously.
THE FUTURE IS...
Customer retention over acquisition.
@rrwhite
THE FUTURE IS...
Customer retention over acquisition.
how much more it expensive it is to acquire new customers than satisfy and retain current ones
5X
@rrwhite
Why are we just now talking about this?
@rrwhite
ZyngaFacebook Powered “Virality”
THE AGE OF ACQUISTION
@rrwhite
GrouponFacebook Ads & Email Marketing
THE AGE OF ACQUISTION
@rrwhite
GrouponTHE AGE OF ACQUISTION
@rrwhite
485% amount Groupon's customer acquisition costs rose between 2010 and 2011
GrouponTHE AGE OF ACQUISTION
@rrwhite
485% amount Groupon's customer acquisition costs rose between 2010 and 2011
change in ROI of email marketing from 2006 to 2012-26%
eHowSearch Engine Optimization
THE AGE OF ACQUISTION
@rrwhite
eHowSearch Engine Optimization
THE AGE OF ACQUISTION
@rrwhite
40% drop in traffic for eHow & other DemandMedia sites due to Google’s “Panda” update.
Paid SearchTHE AGE OF ACQUISTION
@rrwhite
11% The increase in the average cost per click (CPC) on Google Adwords in 2011.
of questions related to effectiveness, budget and usage where PPC trended downward on a survey of 500 US online marketers
100%
App StoreTHE AGE OF ACQUISTION
@rrwhite
56% Increase in app marketing costs in the last year on iOS platform (70% on Android)
Remember what happened to eBay?
@rrwhite
THE FUTURE IS...
The market seeking equilibrium
@rrwhite
The cost per lead for direct mail, email, and paid search are $51, $55, and $52 respectively.
THE FUTURE IS...
The market seeking equilibrium
There are less and less Northwest Passages to millions of users.
@rrwhite
THE FUTURE IS...
The market seeking equilibrium
There are less and less Northwest Passages to millions of users.
Any ones that do open up close increasingly faster.
@rrwhite
THE FUTURE IS...
Greatness requires customer retention
@rrwhite
THE FUTURE IS...
Greatness requires great products and service
@rrwhite
89% of iPhone owners have indicated they will stick with Apple for their next handset (HTC next with 39%)
THE FUTURE IS...
Greatness requires great products and service
@rrwhite
89% of iPhone owners have indicated they will stick with Apple for their next handset (HTC next with 39%)
of Blackberry owners that will. Down from 62% only 18 months ago. 33%
PUTTING IT ALL TOGETHER...
Business is going old school.
@rrwhite
PUTTING IT ALL TOGETHER...
Business is going old school.
The last 30+ years have been one big scaling problem.
@rrwhite
PUTTING IT ALL TOGETHER...
Business is going old school.
The last 30+ years have been one big scaling problem.
We now have the technology and enough incentives to provide old fashioned service at web scale.
@rrwhite
but how?
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem. Get out from behind your help desk.
@rrwhite
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem. Get out from behind your help desk.
Go to where your users are... It's not your "customer portal" and it isn’t Facebook: it’s inside your app. Make getting support or giving feedback a great in-app experience.
@rrwhite
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem. Get out from behind your help desk.
Go to where your users are... It's not your "customer portal" and it isn’t Facebook: it’s inside your app. Make getting support or giving feedback a great in-app experience.
Drive more self-service & 1:many communication Especially with Freemium or Free2Play. Without sacrificing quality as a bad experience is now expensive.
@rrwhite
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem. Get out from behind your help desk.
Go to where your users are... It's not your "customer portal" and it isn’t Facebook: it’s inside your app. Make getting support or giving feedback a great in-app experience.
Drive more self-service & 1:many communication Especially with Freemium or Free2Play. Without sacrificing quality as a bad experience is now expensive.
Give your front line more leeway to do the right thingSupport teams are looking more like sales teams. Not Scripted.Agility over process.
@rrwhite
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem. Get out from behind your help desk.
Go to where your users are... It's not your "customer portal" and it isn’t Facebook: it’s inside your app. Make getting support or giving feedback a great in-app experience.
Drive more self-service & 1:many communication Especially with Freemium or Free2Play. Without sacrificing quality as a bad experience is now expensive.
Give your front line more leeway to do the right thingSupport teams are looking more like sales teams. Not Scripted.Agility over process.
Drive meaningful, win-win engagement (with analytics).That which is actionable to the company and important to users. Move beyond the shallow pond of “likes” and “follows”. No flying banner 10 minute surveys either.We can do better than social media vanity metrics.
@rrwhite
but who?
@rrwhite
Chief Customer Officer HAVE YOU EVER HEARD OF A...
@rrwhite
Chief Customer Officer A top executive (person) with the mandate and power to design, orchestrate, and improve customer experiences across every customer interaction.
HAVE YOU EVER HEARD OF A...
@rrwhite
Chief Customer Officer A top executive (person) with the mandate and power to design, orchestrate, and improve customer experiences across every customer interaction.
30 in 2003
HAVE YOU EVER HEARD OF A...
@rrwhite
Chief Customer Officer A top executive (person) with the mandate and power to design, orchestrate, and improve customer experiences across every customer interaction.
30 in 2003
in 2013 730
HAVE YOU EVER HEARD OF A...
@rrwhite
Chief Customer Officer A top executive (person) with the mandate and power to design, orchestrate, and improve customer experiences across every customer interaction.
HAVE YOU EVER HEARD OF A...
85% of CCOs sit on the executive management team within their companies up from 50% in 2012
of CCOs were promoted from within the company 56%
you
@rrwhite
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