dr. natalie's 7 steps to great customer experiences with zendesk
DESCRIPTION
Wondering how to create great customer experiences? One of the top reasons customers leave a company is because their experience with the company is poor. In today's world, that can happen not only on the phone or email but also online. This presentation takes the complicated world of social customer service and shows a simple way to approach integrating social customer service with traditional customer service. Following the 7 steps puts structure around what can be an other wise confusing endeavor. Being able to have steps for the integration of social and traditional customer care helps professionals understand not only where they are in the adoption curve, but also gives them clear direction what what they are doing well and what would be better if... The process helps companies to: • Do more of the right things • Put structure around what is unstructured • Benchmark “As Is” • Create a strategy and plan • Track the progress • Gather the right metrics • Create and sustain a world-class customer experiences. Take a look - I think it just might be what you are looking for! @drnatalie www.DrNatalieNews.comTRANSCRIPT
@DrNatalie Petouhoff (Pet-a-dog) @drnatalie
www.DrNatalieNews.com
2
Wondering how to take your take your social customer experience / customer service
initiatives to the next level? • Do more of the right things • Put structure around what is unstructured • Benchmark “As Is” • Create a strategy and plan • Track the progress • Gather the right metrics • Create and sustain a world-class customer experience?
How do you know when you are doing the best you can?
Customer Experience Capability Calculator
LISTEN = 100
LEARN = 200
ENGAGE = 300
INTEGRATE = 400
OPTIMIZE = 500
What’s your score?
We a way to Bring
THE CHAOS
TO ORDER
@drnatalie
5
• Where are we on the Social Media / Customer Experience Adoption Curve?
• What steps do I take to get to the next level?
• How do I justify these next steps?”
Customer Experience Assessments
• An objective assessment • Recommendations • Short & long term strategic • Short & long term tactical plan
Determine where you are compared to best practices & your competitors…
Social Media / Customer Experience Capability Report
You get…
Top Brand
With your scorecard, You’re ready to go to the next level…
Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening
200 Learn
Step 2: CreaCng a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: CreaCng Engaging Content 200 Learn Step 5: Designing SCcky InteracCons 200 Learn Step 6: Stop the PoliCcs; Gain Org Alignment
100 Listen
Step 7: Iterate and Pivot 100 Listen
You’ll be in a leadership posiCon…
5
• Clear answers and strong guidance • A disCncCve voice • A compeCCve advantage
Step 1: Gather Insights by Monitor & Listening
Step 4: CreaCng Engaging Content
Step 3: Finding Your Audience
Step 5: Designing SCcky InteracCons
Step 6: Stop the PoliCcs; Gain Org Alignment
Step 2: CreaCng a Measurement Program
Need a Strategy for Digital Customer Experience / Customer Service
9 Based on the UCLA Course
7 Steps To Fast Track Success Step 7: Iterate and Pivot
Social Customer Experience Strategy
Step 2: Measurement
Step 3: Audience
Level 4: Content
Step 5: Interaction
Level 6: Organizational Alignment
Step 1: Gather Insights by Monitoring & Listening
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
The problem is: “…they suffer from the Rodney Dangerfield Affect… … They don’t get enough respect… …They are not empowered with budget and resources to make the changes they know they want to & the company needs to make… …Don’t have the support of execuCve management…”
Social Customer Experience Strategy
Step 2: Measurement
Step 3: Audience
Level 4: Content
Step 5: Interaction
Level 6: Organizational Alignment
Step 1: Gather Insights by Monitoring & Listening
Social Media is a game changer! The difference?
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Social Customer Experience Strategy
Step 2: Measurement
Step 3: Audience
Level 4: Content
Step 5: Interaction
Level 6: Organizational Alignment
Step 1: Gather Insights by Monitoring & Listening
Social Media is a game changer! The difference? We call it the Witness Factor™!
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
GO BACK IN TIME… PEOPLE WERE PREDICTING THIS…
There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is your opportunity as businesses…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
MANY SCHOLARS HAD ADVOCATED TO
LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS…
As an engineer I…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
GO BACK FURTHER…
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Social Customer Experience Strategy
Step 1: Gather Insights by Monitoring & Listening
Step 1: Gather Insights by Monitoring & Listening
Does the company: • Use social media monitoring tools? • Do they listen to the word-‐of-‐mouth in social
networks? • What do they do with informaCon they learn?
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening
Most everything the business needs to know… • What’s working • What’s not working • What would be beZer if… Can be seen in
social networks… Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
• What are customers saying about your company?
• What did you learn “Would be better if…” – from the customer’s point of view?
• What are your CSAT- type scores telling you?
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening
Best PracCces are: • Using real-‐Cme monitoring data to
manage the business • Share that informaCon with:
• ExecuCves (CEO, COO, VPs, Directors…) • FuncConal Department leads in all
departments • PR, MarkeCng, Sales, Service,
ProducCon InnovaCon, Back Office…
• A digital dashboard for real-‐Cme monitoring, listening, interacCon, engagement
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening
Agents… • You’ve always been on the front line • You’ve always heard the voice of the
customer • Know you how important you are
• Think about working at a place that cares about the customer
• Vote with your feet
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
EMPOWER YOUR AGENTS
The problem is oYen: “… Measure the wrong things… …Drive the wrong behaviors: AHT… … Haven’t set-‐up measurement program to give aLribuCon to social media… ….Don’t know how to measure social media…”
Step 2: CreaZng a Measurement Program
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best pracCces means having: • Clear objecCves, goals, outcomes • Building business cases • A Measurement pracCce:
• Efficiency & EffecCveness of • TradiConal customer care
iniCaCves (phone / email…) • InteracCve, social, mobile… • Can calculate the ROI (Return
on the Investment)
Step 2: CreaZng a Measurement Program
Step 2: CreaCng a Measurement Program
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
THE MAKINGS OF A GREAT BUSINESS?
1. LISTEN TO YOUR EMPLOYEES &
CUSTOMERS…
2. CONNECT PEOPLE WHO MAKE DECISIONS WITH PEOPLE WHO KNOW THE ANSWERS
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
How would you calculate ROI? of customer feedback… of employee feedback…
Chalk it up to the “Witness” factor
ROI = Benefits -‐ Costs x 100 Costs
What are the benefits of Creating products & services with input from the “crowd”
Creating products customers asked for means… • Reducing the cost of PR & Marketing • Increasing the lead conversion rates • Reducing the cost of sales • Reducing returns and/or churn • Increasing customer lifetime value • Reduced employee attrition • Increased employee productivity
The So What is…
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
AND
Because the customer: - Feels heard - And they are getting what they need and want… - They have ownership towards a company’s
product / services because they had input into - Having their voice heard / being acknowledged
drives engagement… – Increased positive online ratings – Increased customer loyalty – Increased customer advocacy – Increased customer referrals via WOM – Increased sales Chalk it up to the “Witness” factor
We help companies calculate the ROI of things they thought were too squishy or couldn’t be calculated
ROI of Human Capital
InnovaZon Social Media…
With Dynamic ROI Visualizer Calculators
& Dashboards…
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
The problem is… “…Have not idenCfied and established relaConships… …With key, target audiences… …To drive beLer customer experiences & loyalty, advocacy and referrals…”
Step 3: Finding Your Audience
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best PracZces are to: • Create a brand persona • Define the: • CharacterisCcs • Behaviors • Personality
Social Customer Experience Strategy Step 3: Finding Your Audience
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best PracZces are to… • Have Social IdenCCes in the contact
management / customer record system
• Study their target audiences • Values, biases, agtudinal behaviors,
psychographics, moCvaCons and social • Always uses this informaCon when
interacCng with them • To make the interacCons or events or
offerings relevant to them
Step 3: Finding Your Audience
Customer Name
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best PracCces… The interacCons are so meaningful that it creates a galvanizing bond… …And Brand Ambassadors • Answer quesCons • Defend the brand when
an online crisis starts to brew…
Step 3: Finding Your Audience Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
The problem is that the content… “… is not relevant… ….Does not help customers get what they need… … Doesn’t answers quesCons, provide help, how-‐to’s… … and the format and distribuCon are not effecCve…”
Step 4: CreaZng Engaging Content
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Some companies create content • Based only on what they think the
customer needs • The answers are staCc FAQs • And they only update the knowledge
base once a month, resulCng in limited success with self-‐service
• And customer’s figure that out and call instead….
Step 4: CreaCng Engaging Content
Step 4: CreaZng Engaging Content Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best PracZces are to: • Use the info in online interacCons on Facebook,
TwiZer, Blogs, Forums, etc… to create answers / informaCon
• Populate this content in dynamically updated FAQs, arCcles, online, customer-‐facing knowledge base arCcles, in forums…
• Provide customer service agents with quick access to the same informaCon
• Use this content to drive beZer self-‐service
Step 4: CreaZng Engaging Content Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best PracZces are to: • Assure the content’s delivery is: • Consistent • Repeatable • Engaging • Entertaining
• Make sure format of the content works on: • PC, MACs… • All standard browsers: Safari, Internet Explorer,
FireFox, Chrome, etc… • Most popular smart phones & tablets… Step 4: CreaCng
Engaging Content
Step 4: CreaZng Engaging Content Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
The problem is that the… “… technology, plaPorms and systems… … use to interact with customers… …to deliver content, capture feedback and enhance interacCons… … falls short…”
Social Customer Experience Strategy Step 5: Designing SZcky InteracZons
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Some companies have a: • Home-‐grown customer contact
record & CRM database • With no ability to interact in social,
mobile or interacCve channels
Step 5: Designing SZcky InteracZons
Step 5: Designing SCcky InteracCons
Social Customer Experience Strategy
And oken the channels were designed: • From the company’s point of view • Not from creaCng a customer-‐centric
customer experience
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
How extensive and well developed is the delivery of customer care and customer experience?
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Step 5: Designing SZcky InteracZons
• TradiConal customer service channels like
phone, email, fax, self-‐service… • InteracCve care, including chat and click-‐to-‐chat,
desktop screen sharing… • Mobile capabiliCes, interacCve service, SMS
(text)… • Social channels, TwiZer, Facebook, Pinterest,
etc…
What are the Customer SaZsfacZon Scores?
What level is the integraCon of channels and interacCons? • One view of the customer record • Agent can see the other channels the customer has interacted
with…
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Step 5: Designing SZcky InteracZons
Best pracCces are: • Do a “day-‐in-‐the-‐life-‐of” a
customer service agent • Know how technology affects
the agent’s producCvity, agtude and aZriCon
• Conduct customer life-‐cycle mapping • Know how efficient or effecCve the
customer experience is • Increase agent’s producCvity, enable a
posiCve agtude & reduce aZriCon
Step 5: Designing SZcky InteracZons Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best pracCces are choosing technology: • A universal queue to route all types
of interacCons to the desktop – including social
• A unified desktop to handle interacCons: • TradiConal (phone/ email) and • InteracCve (chat, click-‐to-‐call, desktop
screening sharing) • Social media
• Agent has a record of all the channels a customer has previously interacted with the company so the customer does not have to repeat their story
Step 5: Designing SZcky InteracZons Social Customer Experience Strategy
Empower Your Agents
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
The problem is… “… No established personnel, model, commiLee, group, task force to create a social media policy… …No training… …Single individuals in various departments:
• Are taking it upon themselves • Are the force behind interacCng with
customers in social media…”
Step 6: Stop the PoliZcs; Gain Org Alignment Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Step 6: Stop the PoliZcs; Gain Org Alignment Social Customer Experience Strategy
Best pracZces • Conduct a social media readiness
assessment
• Have execuCve’s champion strategies, plans, resources & budget to: • Drive cross-‐funcConal collaboraCon • Designate community managers &
agents to: • Interact with target audiences on
all presences • Answer customer’s comments,
concerns & quesCons • Resolve / respond in a ways that
enhance engagement
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Social Customer Experience Strategy Step 6: Stop the PoliZcs; Gain Org Alignment
Best pracZces • Offer social media training
• Especially Gen X & Gen Y • They’ve never not been connected
• Make sure to work with Legal • Provide at least a 1 hour compliance training
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best pracZces… in case of a crisis, have the following in place:
• Digital defense preparaCon plan • Digital defense response plan • Digital defense maintenance plan • Crisis communicaCons planning and
messaging/ on/off line • Issues/crisis "dark sites” • Digital crisis educaCon • Online media & blogger relaCons /outreach • Post-‐crisis SEO and SEM • Digital defense content producCon
Step 6: Stop the PoliZcs; Gain Org Alignment
Step 6: Stop the PoliCcs; Gain Org Alignment
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
The problem is… “…They don’t conCnually iterate their policies and procedures…
• Around people, processes and technology • Or pivot to make conCnuous, measurable
improvements • To reach business goals • While staying in compliance and • Providing a great customer experience…”
Step 7: Pivot & Iterate: Update Social Media Scorecard & OpZmize Goals & Plan
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Best pracCces • Customer Service ExecuCves work directly
with the CEO & COO • Develop a scorecard that impacts:
• Customer Service • ObjecCves and goals of the rest of the
company • The ExecuCve Team’s decisions
• Pivot to make conCnuous, measurable improvements
Step 7: Pivot & Iterate: Update Your Social Media Scorecard & OpZmize Goals & Plan Step 7: Pivot & Iterate:
Update Your Social Media Scorecard & OpZmize Goals & Plan
Social Customer Experience Strategy
Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
Customer Experience Assessments
• An objecZve assessment • RecommendaZons • Short & long term strategic • Short & long term tacZcal plan
Determine where you are compared to best pracZces & your compeZtors…
Social Media / Customer Experience Capability Report
You get…
Top Brand
With your scorecard, You’re ready to go to the next level…
Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening
200 Learn
Step 2: CreaCng a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: CreaCng Engaging Content 200 Learn Step 5: Designing SCcky InteracCons 200 Learn Step 6: Stop the PoliCcs; Gain Org Alignment
100 Listen
Step 7: Iterate and Pivot 100 Listen
You’ll be in a leadership posiCon…
5
• Clear answers and strong guidance • A disCncCve voice • A compeCCve advantage
@drnatalie www.DrNatalieNews.com
@drnatalienformaCon Call: 310.919.8467 or 310.709.5519
THANK YOU And don’t forget to show Your customers you care