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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  • 1. Build a Better Customer Experience
    How we approach it at
  • 2. 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.
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. Great Experience
    Photo by http://flickr.com/photos/werkunz/
  • 8. What makes a better experience?
    When expectations match (and improve) reality
    Photo by http://.flickr.com/photos/chrisschoenbohm/
  • 9. 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.
  • 10. 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
  • 11. 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
  • 12. 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.
  • 13. How can you actually do it?
    Listento customers
    Engageand help
    Shareknowledge
    Triage and delegate
    Respondand resolve
    http://www.flickr.com/photos/tmray02
  • 14. 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
    • 15. Acknowledge what you’re hearing by thanking the person who wrote/called
    Results:
    • Learn more about customers who care about your brand (positive/negative)
    • 16. Things your customers think you should fix
    Photo by
    http://flickr.com/photos/94379417@N00/
  • 17. 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
    • 18. 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
  • 19. Share, “just because”
    Blog
    Share Content
    Share Expertise
    Introduce your peers
    WOW customers
    Tools:
    Everyday Practices:
    • Comment on a blog or share news
    • 20. Introduce a few people who need to know each other
    • 21. 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/
  • 22. 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
    • 23. 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”
    • 24. Close the loop on support issues or on scheduling meetings
    • 25. 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/
  • 26. 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.