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Building a Better Customer Experience
 

Building a Better Customer Experience

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As @adamhonig of @yourcustomers says, "There’s no secret to creating a great customer experience."...

As @adamhonig of @yourcustomers says, "There’s no secret to creating a great customer experience."

This presentation describes the process at Gist for connecting with customers, finding the tools that match the workflow he have to the jobs we need to do, and how to know when you're doing well (and not so well.)

I'd love to hear feedback on this presentation - if you have any feedback, feel free to email me at greg@gist.com or call me at 425-442-7401 (or skype: gmeyer8080)

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  • I like. Very genuine deck about how to do this, with some fantastic little rules of thumb that I've not really seen elsewhere before. Very well worth a read, this one and has a good 'from the trenches' feel.
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  • I love this slide, Greg. I make the same disclaimer (proudly) when I share what I learn. Stay real -- because that's what we need more of.
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    Building a Better Customer Experience Building a Better Customer Experience Presentation Transcript

    • Build a Better Customer Experience
      How we approach it at
    • Last Slide First
      Connect with people on a human level – they want to hear from you.
      Find the right tools to deliver the best experience, and implement them.
      Keep doing it.
    • I am nota Expert.
      I interact with customers every day.
      I’ve built and fixed policies, procedures, and customer-facing content for big and small companies.
      I’m trying to get better at this every day.
      Greg Meyer, @GregAtGist
    • What is Customer Experience?
      “Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.”
      http://en.wikipedia.org/wiki/Customer_experience
    • What do Customers Need?
      Creativity, Acceptance, Innovation
      Peace of mind, confidence
      Friendship, Association
      Security, Freedom from Harm
      Food, Water, Shelter
      Abraham Maslow, Hierarchy of Needs
    • What can you provide?
      A guide to help them
      get where they want to go
      Creativity, Acceptance, Innovation
      Peace of mind, confidence
      Friendship, Association
      Security, Freedom from Harm
      Food, Water, Shelter
      Abraham Maslow, Hierarchy of Needs
      Photo by http://flickr.com/photos/lapstrake
    • Great Experience
      Photo by http://flickr.com/photos/werkunz/
    • What makes a better experience?
      When expectations match (and improve) reality
      Photo by http://.flickr.com/photos/chrisschoenbohm/
    • Why don’t companies do a
      better job at this?
      It’s Hard
      Nobody has asked for it specifically
      It doesn’t provide immediate ROI
      They’re not sure how to do it.
    • Companies that build great experiences become great brands
      Apple – the easiest to use computers
      Zappos – great selection and no-hassle returns
      IKEA – build to order and customize
      Southwest Airlines – go anywhere for less
      FedEx – ship anything, anywhere
    • How not to do it: examples
      United Airlines – handled baggage poorly, and the whole world found out.
      AT&T – is known for dropping iPhone calls, not delighting customers.
      Perception (PR) is part of the Customer Experience
    • Insights
      Photo by http://flickr.com/photos/untickalock/
      Deciding that you want to be the best helps.
      Having great products helps.
      Owning your mistakes and fixing them helps.
    • How can you actually do it?
      Listento customers
      Engageand help
      Shareknowledge
      Triage and delegate
      Respondand resolve
      http://www.flickr.com/photos/tmray02
    • The Practice of Listening
      Listen
      Use a listening framework to hear what customers are saying
      Calls, emails, alerts, customer feedback, social
      Tools:
      Everyday Practices:
      • Create alerts for your brand, your key staff members, and your products
      • Acknowledge what you’re hearing by thanking the person who wrote/called
      Results:
      • Learn more about customers who care about your brand (positive/negative)
      • Things your customers think you should fix
      Photo by
      http://flickr.com/photos/94379417@N00/
    • Engage without being a Jerk
      Engage
      Identify your influencers and have a planned outreach
      “don’t be a chump.” start the kind of interaction you’d enjoy receiving.
      Tools:
      Everyday Practices:
      • Reach out to 5-10 people who matter by showing genuine interest
      • Record your contact so that team members know you talked to that person.
      Results:
      • Measure by number of fans who are engaged (mentions in social media, positive emails)
      Photo by
      flickr.com/photos/rogercarr
    • Share, “just because”
      Blog
      Share Content
      Share Expertise
      Introduce your peers
      WOW customers
      Tools:
      Everyday Practices:
      • Comment on a blog or share news
      • Introduce a few people who need to know each other
      • Go to coffee with someone new
      Results:
      • Measure by number of fans who are engaged (mentions in social media, positive emails)
      Photo by http://flickr.com/photos/jenosaur/
    • Triage and Delegate
      Triage
      Use existing rules from other channels
      If there aren’t any, write some.
      Tools:
      Everyday Practices:
      • Use standard macros to respond to easy questions; if you answer something 3 times, write content
      • Create a view to ensure stale questions are addressed after 21 days
      Results:
      • Measure by bug backlog, number of open bugs, days in queue
    • Respond, and quickly
      Respond
      Privately
      Publicly
      Programmatically
      Remember:
      Promise what you mean, and mean what you promise
      Tools:
      Everyday Practices:
      • Reach out to 3-5 people “just because”
      • Close the loop on support issues or on scheduling meetings
      • Make sure the issue is resolved, or acknowledged with a timeframe for resolution
      Results:
      • Happy Customers/Good Word of Mouth
    • When are you doing well?
      Unsolicited positive feedback
      Other KPIs (Key Performance Indicators) are Good
      Customer Experience Becomes/Is Part of Your Overall Brand
      http://www.flickr.com/photos/dorsner/
    • Last Slide Again
      Connect with people on a human level – they want to hear from you.
      Find the right tools to deliver the best experience, and implement them.
      Keep doing it.
      Contact me at greg@gist.com,or at @GregAtGist.