• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Using Metrics to Guide Your Customer Service Adventure
 

Using Metrics to Guide Your Customer Service Adventure

on

  • 3,927 views

Do it!

Do it!

Statistics

Views

Total Views
3,927
Views on SlideShare
3,173
Embed Views
754

Actions

Likes
9
Downloads
17
Comments
3

3 Embeds 754

http://www.scoop.it 432
https://twitter.com 321
http://www.conferize.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

13 of 3 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Nice presentation
    Are you sure you want to
    Your message goes here
    Processing…
  • I can't hear you talking while I watch the picture show.
    Are you sure you want to
    Your message goes here
    Processing…
  • Aaron, this is simply brilliant!! Nice work :)
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Using Metrics to Guide Your Customer Service Adventure Using Metrics to Guide Your Customer Service Adventure Presentation Transcript

    • 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.net/avinash/web-analytics-101definitions-goals-metrics-kpis-dimensions-targets/
    • 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 versus customers
    • 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/agent/month Monthly 40 @aaron_wheeler chats, Agent Equality 350 emails, replies 10 forum
    • 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/1aiE98W
    • 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_wheeler quarterly decrease 26,000 customers
    • 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.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
    • 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 Help Hub Achievements: Fewer calls, more chats, faster reply times @aaron_wheeler
    • 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 reduction!
    • 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
    • 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, decrease emails, increase satisfaction @aaron_wheeler
    • 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 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
    • 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
    • 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 = chat 50 conversions/mo of a customer conversions -----WAY MORE THAN $2000!!! What do we get? @aaron_wheeler
    • 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!!!
    • 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
    • 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 products, fewer tickets @aaron_wheeler
    • 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 Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
    • new haz Moz lz! too We tried to make an exciting announcement but it backfired. A horde emerges on the horizon... @aaron_wheeler
    • 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
    • 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_wheeler help offers huge ROI
    • Final Battle: Visits Visits @aaron_wheeler The to to Customer Contact Hordes Form Submission Page http://google.com/analytics
    • 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
    • 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
    • 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
    • Your Team Levels Up Quest: Grow team members and customer perspective at company Achievements: fewer hiring better products @aaron_wheeler costs,
    • 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 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/
    • 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.Range of Leveling Goals The World of Customer Service For @aaron_wheeler now... KPIs Targets
    • Our @aaron_wheeler Quests are Hard
    • @aaron_wheeler
    • @aaron_wheeler
    • @aaron_wheeler
    • @aaron_wheeler
    • @aaron_wheeler