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Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
Building a Better Customer Experience
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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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  • 1. Build a Better Customer Experience<br />How we approach it at<br />
  • 2. Last Slide First<br />Connect with people on a human level – they want to hear from you.<br />Find the right tools to deliver the best experience, and implement them.<br />Keep doing it.<br />
  • 3. I am nota Expert.<br />I interact with customers every day.<br />I’ve built and fixed policies, procedures, and customer-facing content for big and small companies.<br />I’m trying to get better at this every day.<br />Greg Meyer, @GregAtGist<br />
  • 4. What is Customer Experience?<br />“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.”<br />http://en.wikipedia.org/wiki/Customer_experience<br />
  • 5. What do Customers Need?<br />Creativity, Acceptance, Innovation<br />Peace of mind, confidence<br />Friendship, Association<br />Security, Freedom from Harm<br />Food, Water, Shelter<br />Abraham Maslow, Hierarchy of Needs<br />
  • 6. What can you provide?<br />A guide to help them <br />get where they want to go<br />Creativity, Acceptance, Innovation<br />Peace of mind, confidence<br />Friendship, Association<br />Security, Freedom from Harm<br />Food, Water, Shelter<br />Abraham Maslow, Hierarchy of Needs<br />Photo by http://flickr.com/photos/lapstrake<br />
  • 7. Great Experience<br />Photo by http://flickr.com/photos/werkunz/<br />
  • 8. What makes a better experience?<br />When expectations match (and improve) reality<br />Photo by http://.flickr.com/photos/chrisschoenbohm/<br />
  • 9. Why don’t companies do a<br />better job at this?<br />It’s Hard<br />Nobody has asked for it specifically<br />It doesn’t provide immediate ROI<br />They’re not sure how to do it.<br />
  • 10. Companies that build great experiences become great brands<br />Apple – the easiest to use computers<br />Zappos – great selection and no-hassle returns<br />IKEA – build to order and customize<br />Southwest Airlines – go anywhere for less<br />FedEx – ship anything, anywhere<br />
  • 11. How not to do it: examples<br />United Airlines – handled baggage poorly, and the whole world found out.<br />AT&T – is known for dropping iPhone calls, not delighting customers.<br />Perception (PR) is part of the Customer Experience<br />
  • 12. Insights<br />Photo by http://flickr.com/photos/untickalock/<br />Deciding that you want to be the best helps.<br />Having great products helps.<br />Owning your mistakes and fixing them helps.<br />
  • 13. How can you actually do it?<br />Listento customers<br />Engageand help<br />Shareknowledge<br />Triage and delegate<br />Respondand resolve<br />http://www.flickr.com/photos/tmray02<br />
  • 14. The Practice of Listening<br />Listen<br />Use a listening framework to hear what customers are saying<br />Calls, emails, alerts, customer feedback, social<br />Tools:<br />Everyday Practices:<br /><ul><li> 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</li></ul>Results:<br /><ul><li> Learn more about customers who care about your brand (positive/negative)
  • 16. Things your customers think you should fix</li></ul>Photo by <br />http://flickr.com/photos/94379417@N00/<br />
  • 17. Engage without being a Jerk<br />Engage <br />Identify your influencers and have a planned outreach<br />“don’t be a chump.” start the kind of interaction you’d enjoy receiving.<br />Tools:<br />Everyday Practices:<br /><ul><li> 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.</li></ul>Results:<br /><ul><li> Measure by number of fans who are engaged (mentions in social media, positive emails)</li></ul>Photo by <br />flickr.com/photos/rogercarr<br />
  • 19. Share, “just because”<br />Blog<br />Share Content<br />Share Expertise<br />Introduce your peers<br />WOW customers<br />Tools:<br />Everyday Practices:<br /><ul><li> 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</li></ul>Results:<br /><ul><li> Measure by number of fans who are engaged (mentions in social media, positive emails)</li></ul>Photo by http://flickr.com/photos/jenosaur/<br />
  • 22. Triage and Delegate<br />Triage<br />Use existing rules from other channels<br />If there aren’t any, write some.<br />Tools:<br />Everyday Practices:<br /><ul><li> 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</li></ul>Results:<br /><ul><li> Measure by bug backlog, number of open bugs, days in queue</li></li></ul><li>Respond, and quickly<br />Respond<br />Privately<br />Publicly<br />Programmatically<br />Remember: <br />Promise what you mean, and mean what you promise<br />Tools:<br />Everyday Practices:<br /><ul><li>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</li></ul>Results:<br /><ul><li> Happy Customers/Good Word of Mouth</li></li></ul><li>When are you doing well?<br />Unsolicited positive feedback<br />Other KPIs (Key Performance Indicators) are Good<br />Customer Experience Becomes/Is Part of Your Overall Brand<br />http://www.flickr.com/photos/dorsner/<br />
  • 26. Last Slide Again<br />Connect with people on a human level – they want to hear from you.<br />Find the right tools to deliver the best experience, and implement them.<br />Keep doing it.<br />Contact me at greg@gist.com,or at @GregAtGist.<br />

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