Your SlideShare is downloading. ×
0
Using Metrics to Guide
Your Customer Service
Adventure

Aaron
Help Team

@aaron_wheeler

Wheeler
Leader,

Moz
MOZ

@aaron_wheeler

@aaron_wheeler
Let

About

@aaron_wheeler

Me

An

Tell

You

Adventure
I

@aaron_wheeler

woke up at my desk in
befuddled state...

a
What

Do

We

11,000
customers

5,000
customers

@aaron_wheeler

Do?
Our

Inventory

GOALS
1.?
2.??
3.???
KPIS
?

?

METRICS
?

?

?

?

TARGETS
?

@aaron_wheeler

?

?

http://www.kaushik.ne...
Goals

Let’s rescue the village!

The

@aaron_wheeler

reason

the

team

exists
KPIs

We’ll need to slay dragons to do that.

The

primary

metrics

evaluate

@aaron_wheeler

used

progress

to
Targets

We’ll slay at least 9 out of
every 10 dragons.

Your

@aaron_wheeler

KPI

goals
Metrics

There are 20 dragons, yo!

Numbers

@aaron_wheeler

used

to

measure

anything
Defining

Goals

HINT:
There’s no
oals
niversal g
u
or KPIs

@aaron_wheeler
Defining

✦

@aaron_wheeler

Goals

ur
Who are yo
customers?
Defining

Goals

✦

✦

@aaron_wheeler

ur
Who are yo
customers?
ou
What are y
selling?
Defining

Goals

✦

ur
Who are yo
customers?

✦

ou
What are y
selling?

✦

@aaron_wheeler

r
Who is you
company?
@aaron_wheeler

@aaron_wheeler

http://moz.com/rand/diving-deep-on-tagfee/
Defining

Scare

Harry

wand

@aaron_wheeler

and

and

Goals

borrow

inheritance

his
Our

Goals
Moz

1.

Provide

2.
3.
@aaron_wheeler

recommendable

Instill
Scale

customer

cost

service

perspective

ver...
Developing

Make
@aaron_wheeler

progress

KPIs

measurable
Developing

Moz
Provide
@aaron_wheeler

Goal

KPIs

1:

recommendable

service
KPIs for
Recommendations

KPI:

delighted
Target:

@aaron_wheeler

90%

customers/week
delighted
http://svy.mk/GUHuUY
KPIs for
Recommendations

KPI:

tweets/week

Target:

@aaron_wheeler

7

tweets

http://bit.ly/1cJwBCh
KPIs for
Recommendations

Reply
Less
Less

than
than

10
8

Time

minutes

for

hours for

Happy

20%

100%

Packs

8/agen...
Developing

Moz
Instill
@aaron_wheeler

Goal

customer

KPIs

2:
perspective
KPIs for
Customer Perspective

KPI: %
Target:
@aaron_wheeler

participation
90%

of

in

HTU

employees/year
http://bit.ly...
KPIs for
Customer Perspective

KPI: %

Readership

Target:
@aaron_wheeler

50%

of

Digest

readership
Developing

Moz
Scale
@aaron_wheeler

cost

Goal

KPIs

versus

3:
customers
KPIs for
Scaling Costs

20,000
customers
11,000
customers

5,000
customers

KPI:

tickets/customer/month

Target:
@aaron_w...
KPIs for
Scaling Costs

KPI:

questions/customer/month

Target:

@aaron_wheeler

monthly

decrease
Share

@aaron_wheeler

&

Get

Buy-In
Test

@aaron_wheeler

Different

Strategies
Now

@aaron_wheeler

let’s get
here!

outta
Forest

of

1.Forest of
Phone Calls

Phone

Calls

2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy

4.The
Customer
Horde
5...
We heard a flurry of
furious phone calls...

@aaron_wheeler
The

Battle

to

End

Phone

Support

“What’s Seo
and how do I
get some?”

Quest: Replace
with links

phone messaging
to H...
The

Battle

to

End

Great

@aaron_wheeler

Phone

Scott!

Support
The

Battle

@aaron_wheeler

to

End

Phone

Support
The

Battle

@aaron_wheeler

to

End

Phone

Support
The

Battle

to

End

Phone

Support

January: 542 Calls
March: 152 Calls
75

@aaron_wheeler

percent

reduction!
The

Battle

to

End

Phone

Support

January: 542 Calls
March: 152 Calls

SUCCESS!

75

@aaron_wheeler

percent

reductio...
Mountains
1.Forest of
Phone Calls

of

Chat

Skeptics

2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy

4.The
Customer
Hor...
Our coffer ran dry! Could we afford
live chat in the sales funnel?
@aaron_wheeler
The

Quest:

Add

Quandary of Chat
Affordability

live

chat

to

the

sales

funnel

Achievements: Increase conversions,
...
The

Quandary of Chat
Affordability

What would it cost?

How much demand is there?
What does it get us?

@aaron_wheeler
The

Quandary of Chat
Affordability

How much demand is there?

@aaron_wheeler
The

$

200/mo

$

4,000/mo

Quandary of Chat
Affordability

= chat
= 1

cost

agent

cost

---------4,200/mo

= cost

of
...
The

Quandary of Chat
Affordability

4,200/mo

= cost

of

80h/mo

$

= chat

time

160

hours

of

chat

average/month

-...
The

Quandary of Chat
Affordability

Do it!

@aaron_wheeler
The

= chats/mo

500
x

Quandary of Chat
Affordability

= chat

1/10

conversion rate

-----50

chat

$1000

= LTV

x

= c...
The

= chats/mo

500
x

Quandary of Chat
Affordability

= chat

1/10

conversion rate

-----50

chat

$1000

= LTV

x

= c...
Wastes
1.Forest of
Phone Calls

of

Apathy

2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy

4.The
Customer
Horde
5.Range ...
We

@aaron_wheeler

felt

cold

chills

of

apathy...
Reenergizing

@aaron_wheeler

the

Apathetic
Reenergizing

Quest:

Use our
people

the

Apathetic

numbers
listen!

to

make

Achievements: Faster bug fixes,
stronger ...
Reenergizing

@aaron_wheeler

the

Apathetic

http://bit.ly/189Pnzm
Reenergizing

@aaron_wheeler

the

Apathetic

http://bit.ly/189Pnzm
Reenergizing

@aaron_wheeler

the

Apathetic

http://bit.ly/15zKvCL
Reenergizing

Ticket

@aaron_wheeler

trends

are

the

Apathetic

interesting

to

engineers
Reenergizing

@aaron_wheeler

the

Apathetic
Reenergizing

@aaron_wheeler

the

Apathetic
Reenergizing

@aaron_wheeler

the

Apathetic
Reenergizing

the

Apathetic

SUCCESS!
@aaron_wheeler
Begin
1.Forest of
Phone Calls

Quest!

2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy

4.The
Customer
Horde
5.Range of
Le...
new
haz
Moz
lz!
too

We tried to make an exciting
announcement but it backfired. A
horde emerges on the horizon...

@aaron...
Final

Battle:

The

Customer

Hordes

Quest: Release features and grow company
without lowering customer happiness
Achiev...
Final

@aaron_wheeler

Battle:

The

Customer

Hordes
Final

Battle:

Hire

@aaron_wheeler

one

The

month

Customer

before,

not

Hordes

after
Final

Battle:

The

Customer

Hordes

20,000
customers

26,000
customers

11,000
customers

5,000
customers

Self

@aaron...
Final

Battle:

Visits

Visits
@aaron_wheeler

The

to

to

Customer

Contact

Hordes

Form

Submission

Page

http://goog...
Final

Battle:

The

1000 documentation
-

500 visitor

Customer

Hordes

visits

contacts

---------500 quelled

tickets
...
Final

Battle:

The

1000 documentation
-

500 visitor

Customer

Hordes

visits

contacts

---------500 quelled

tickets
...
Range
1.Forest of
Phone Calls

of

Leveling

2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy

4.The
Customer
Horde
5.Range...
Your

Team

Levels

Up

Quest: Grow team members and
customer perspective at company
Achievements: fewer hiring
better pro...
Your

Team

Levels

80/20
Initial

cost:

time

Hire

$50,000

@aaron_wheeler

Up

another

CS
Your
$50,000

new

$10,000

pp/year

on

$15,000

avg

Levels

Up

CS

/

5

for

Team

CSs

--------

+

Months

to

cost...
Your

@aaron_wheeler

Team

Levels

Up
Your

Team

Levels

Up

SUCCESS!

@aaron_wheeler
Adventure

Complete!

2.Mountains of
Chat Skeptics

1.Forest of
Phone Calls

3.Wastes
of
Apathy

4.The
Customer
Horde
5.Ra...
Our

@aaron_wheeler

Quests

are

Hard
@aaron_wheeler
@aaron_wheeler
@aaron_wheeler
@aaron_wheeler
@aaron_wheeler
Upcoming SlideShare
Loading in...5
×

Using Metrics to Guide Your Customer Service Adventure

3,664

Published on

Do it!

Published in: Business, Education
3 Comments
10 Likes
Statistics
Notes
No Downloads
Views
Total Views
3,664
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
21
Comments
3
Likes
10
Embeds 0
No embeds

No notes for slide

Transcript of "Using Metrics to Guide Your Customer Service Adventure"

  1. 1. Using Metrics to Guide Your Customer Service Adventure Aaron Help Team @aaron_wheeler Wheeler Leader, Moz
  2. 2. MOZ @aaron_wheeler @aaron_wheeler
  3. 3. Let About @aaron_wheeler Me An Tell You Adventure
  4. 4. I @aaron_wheeler woke up at my desk in befuddled state... a
  5. 5. What Do We 11,000 customers 5,000 customers @aaron_wheeler Do?
  6. 6. Our Inventory GOALS 1.? 2.?? 3.??? KPIS ? ? METRICS ? ? ? ? TARGETS ? @aaron_wheeler ? ? http://www.kaushik.net/avinash/web-analytics-101definitions-goals-metrics-kpis-dimensions-targets/
  7. 7. Goals Let’s rescue the village! The @aaron_wheeler reason the team exists
  8. 8. KPIs We’ll need to slay dragons to do that. The primary metrics evaluate @aaron_wheeler used progress to
  9. 9. Targets We’ll slay at least 9 out of every 10 dragons. Your @aaron_wheeler KPI goals
  10. 10. Metrics There are 20 dragons, yo! Numbers @aaron_wheeler used to measure anything
  11. 11. Defining Goals HINT: There’s no oals niversal g u or KPIs @aaron_wheeler
  12. 12. Defining ✦ @aaron_wheeler Goals ur Who are yo customers?
  13. 13. Defining Goals ✦ ✦ @aaron_wheeler ur Who are yo customers? ou What are y selling?
  14. 14. Defining Goals ✦ ur Who are yo customers? ✦ ou What are y selling? ✦ @aaron_wheeler r Who is you company?
  15. 15. @aaron_wheeler @aaron_wheeler http://moz.com/rand/diving-deep-on-tagfee/
  16. 16. Defining Scare Harry wand @aaron_wheeler and and Goals borrow inheritance his
  17. 17. Our Goals Moz 1. Provide 2. 3. @aaron_wheeler recommendable Instill Scale customer cost service perspective versus customers
  18. 18. Developing Make @aaron_wheeler progress KPIs measurable
  19. 19. Developing Moz Provide @aaron_wheeler Goal KPIs 1: recommendable service
  20. 20. KPIs for Recommendations KPI: delighted Target: @aaron_wheeler 90% customers/week delighted http://svy.mk/GUHuUY
  21. 21. KPIs for Recommendations KPI: tweets/week Target: @aaron_wheeler 7 tweets http://bit.ly/1cJwBCh
  22. 22. KPIs for Recommendations Reply Less Less than than 10 8 Time minutes for hours for Happy 20% 100% Packs 8/agent/month Monthly 40 @aaron_wheeler chats, Agent Equality 350 emails, replies 10 forum
  23. 23. Developing Moz Instill @aaron_wheeler Goal customer KPIs 2: perspective
  24. 24. KPIs for Customer Perspective KPI: % Target: @aaron_wheeler participation 90% of in HTU employees/year http://bit.ly/1aiE98W
  25. 25. KPIs for Customer Perspective KPI: % Readership Target: @aaron_wheeler 50% of Digest readership
  26. 26. Developing Moz Scale @aaron_wheeler cost Goal KPIs versus 3: customers
  27. 27. KPIs for Scaling Costs 20,000 customers 11,000 customers 5,000 customers KPI: tickets/customer/month Target: @aaron_wheeler quarterly decrease 26,000 customers
  28. 28. KPIs for Scaling Costs KPI: questions/customer/month Target: @aaron_wheeler monthly decrease
  29. 29. Share @aaron_wheeler & Get Buy-In
  30. 30. Test @aaron_wheeler Different Strategies
  31. 31. Now @aaron_wheeler let’s get here! outta
  32. 32. Forest of 1.Forest of Phone Calls Phone Calls 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  33. 33. We heard a flurry of furious phone calls... @aaron_wheeler
  34. 34. The Battle to End Phone Support “What’s Seo and how do I get some?” Quest: Replace with links phone messaging to Help Hub Achievements: Fewer calls, more chats, faster reply times @aaron_wheeler
  35. 35. The Battle to End Great @aaron_wheeler Phone Scott! Support
  36. 36. The Battle @aaron_wheeler to End Phone Support
  37. 37. The Battle @aaron_wheeler to End Phone Support
  38. 38. The Battle to End Phone Support January: 542 Calls March: 152 Calls 75 @aaron_wheeler percent reduction!
  39. 39. The Battle to End Phone Support January: 542 Calls March: 152 Calls SUCCESS! 75 @aaron_wheeler percent reduction!
  40. 40. Mountains 1.Forest of Phone Calls of Chat Skeptics 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  41. 41. Our coffer ran dry! Could we afford live chat in the sales funnel? @aaron_wheeler
  42. 42. The Quest: Add Quandary of Chat Affordability live chat to the sales funnel Achievements: Increase conversions, decrease emails, increase satisfaction @aaron_wheeler
  43. 43. The Quandary of Chat Affordability What would it cost? How much demand is there? What does it get us? @aaron_wheeler
  44. 44. The Quandary of Chat Affordability How much demand is there? @aaron_wheeler
  45. 45. The $ 200/mo $ 4,000/mo Quandary of Chat Affordability = chat = 1 cost agent cost ---------4,200/mo = cost of 500/mo $ = chat volume = chat time average = chat time average/month x 10m 160 hours of chat average ---------80h/mo What would it cost? @aaron_wheeler
  46. 46. The Quandary of Chat Affordability 4,200/mo = cost of 80h/mo $ = chat time 160 hours of chat average/month ---------- $ 2,100/mo What would it cost? @aaron_wheeler
  47. 47. The Quandary of Chat Affordability Do it! @aaron_wheeler
  48. 48. The = chats/mo 500 x Quandary of Chat Affordability = chat 1/10 conversion rate -----50 chat $1000 = LTV x = chat 50 conversions/mo of a customer conversions -----WAY MORE THAN $2000!!! What do we get? @aaron_wheeler
  49. 49. The = chats/mo 500 x Quandary of Chat Affordability = chat 1/10 conversion rate -----50 chat $1000 = LTV x = chat 50 conversions/mo of MORE @aaron_wheeler customer conversions SUCCESS! -----WAY a THAN $2000!!!
  50. 50. Wastes 1.Forest of Phone Calls of Apathy 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  51. 51. We @aaron_wheeler felt cold chills of apathy...
  52. 52. Reenergizing @aaron_wheeler the Apathetic
  53. 53. Reenergizing Quest: Use our people the Apathetic numbers listen! to make Achievements: Faster bug fixes, stronger products, fewer tickets @aaron_wheeler
  54. 54. Reenergizing @aaron_wheeler the Apathetic http://bit.ly/189Pnzm
  55. 55. Reenergizing @aaron_wheeler the Apathetic http://bit.ly/189Pnzm
  56. 56. Reenergizing @aaron_wheeler the Apathetic http://bit.ly/15zKvCL
  57. 57. Reenergizing Ticket @aaron_wheeler trends are the Apathetic interesting to engineers
  58. 58. Reenergizing @aaron_wheeler the Apathetic
  59. 59. Reenergizing @aaron_wheeler the Apathetic
  60. 60. Reenergizing @aaron_wheeler the Apathetic
  61. 61. Reenergizing the Apathetic SUCCESS! @aaron_wheeler
  62. 62. Begin 1.Forest of Phone Calls Quest! 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  63. 63. new haz Moz lz! too We tried to make an exciting announcement but it backfired. A horde emerges on the horizon... @aaron_wheeler
  64. 64. Final Battle: The Customer Hordes Quest: Release features and grow company without lowering customer happiness Achievements: fewer emails, more recommendations, @aaron_wheeler faster replies, less cost
  65. 65. Final @aaron_wheeler Battle: The Customer Hordes
  66. 66. Final Battle: Hire @aaron_wheeler one The month Customer before, not Hordes after
  67. 67. Final Battle: The Customer Hordes 20,000 customers 26,000 customers 11,000 customers 5,000 customers Self @aaron_wheeler help offers huge ROI
  68. 68. Final Battle: Visits Visits @aaron_wheeler The to to Customer Contact Hordes Form Submission Page http://google.com/analytics
  69. 69. Final Battle: The 1000 documentation - 500 visitor Customer Hordes visits contacts ---------500 quelled tickets 500 tickets = 1 You saved agent $4000/month! What do we save? @aaron_wheeler
  70. 70. Final Battle: The 1000 documentation - 500 visitor Customer Hordes visits contacts ---------500 quelled tickets 500 tickets = 1 You saved agent SUCCESS! $4000/month! What do we save? @aaron_wheeler
  71. 71. Range 1.Forest of Phone Calls of Leveling 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  72. 72. Your Team Levels Up Quest: Grow team members and customer perspective at company Achievements: fewer hiring better products @aaron_wheeler costs,
  73. 73. Your Team Levels 80/20 Initial cost: time Hire $50,000 @aaron_wheeler Up another CS
  74. 74. Your $50,000 new $10,000 pp/year on $15,000 avg Levels Up CS / 5 for Team CSs -------- + Months to cost train to growth hire newbs -------‘Spensive! @aaron_wheeler http://business.time.com/2012/08/15/the-power-withinwhy-internal-recruiting-hiring-are-on-the-rise/
  75. 75. Your @aaron_wheeler Team Levels Up
  76. 76. Your Team Levels Up SUCCESS! @aaron_wheeler
  77. 77. Adventure Complete! 2.Mountains of Chat Skeptics 1.Forest of Phone Calls 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service For @aaron_wheeler now... KPIs Targets
  78. 78. Our @aaron_wheeler Quests are Hard
  79. 79. @aaron_wheeler
  80. 80. @aaron_wheeler
  81. 81. @aaron_wheeler
  82. 82. @aaron_wheeler
  83. 83. @aaron_wheeler
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×