Getting at the <br />“Why” of Customer Relationships <br />
Sierra Trading Post at a Glance<br />Background<br /><ul><li>Founded in 1986
Top 75 Online Retailer ($250M+)
Over 500 employees
Customer Service is a Foundational Principal
100% Guarantee
Fast fulfillment – 98% of orders ship in 24 hours.
Over 1000 brands/ 30,000+ items
Overstocks, closeouts and seconds</li></li></ul><li>Customer Experience Management <br />What is it? Why does it matter?<b...
Marketplace<br />
Know Your Customer! They are the Hippo!<br />
High Five!<br />Any Questions?<br />
How to get at the “why”<br />Ask<br />Listen<br />Act<br />Learn<br />
Ask and Listen<br />
Act and Learn: Net Promoter Score<br />
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Customer Experience Management process, strategy, and results at Sierra Trading Post

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  • Google knows all… almost…..
  • “Highest PaidPersons Opinion” – business as usual – vs. real customer centricityHighest Paid Person vs. Highest Paying PersonWho should rule the day?
  • Generic Visualization.Outline where Sierra collects feedback from, how we collect it and how we go about analyzing it. Tools – Survey tools, email integration, collection of web tracking data, link into customer databaseTouch-points – transactional surveys, market research [traditional, brand awareness or affinity consumer surveys] generic feedback from web, letters to Keith…
  • Example of the depth some go to really understand the customer experience from Starbucks CxP consultants.
  • Example of our Net Promoter Score Program in the Contact Center and Closed loop system to support agents, supervisors, managers and most of all the customers.Goal of turning Detractors and Passives into rabid Promoters of our company
  • Marketing to Customers and tracking Customer Relationships have changed dramatically over the last 4-5 years.BlogsMySpaceFBTwitterLinkedInDiggGet Satisfaction (customer service crowd-sourcing)
  • Sierra has 700,000 thousand reviews on BizRateThousands more in Google Check out and Epinions sitesEven on our own site with PowerReviews and AnswerBox tools where customers have their voice included
  • Happy to talk any time and if you are in Cheyenne stop by for a tour
  • Denver University Presentation

    1. 1. Getting at the <br />“Why” of Customer Relationships <br />
    2. 2. Sierra Trading Post at a Glance<br />Background<br /><ul><li>Founded in 1986
    3. 3. Top 75 Online Retailer ($250M+)
    4. 4. Over 500 employees
    5. 5. Customer Service is a Foundational Principal
    6. 6. 100% Guarantee
    7. 7. Fast fulfillment – 98% of orders ship in 24 hours.
    8. 8. Over 1000 brands/ 30,000+ items
    9. 9. Overstocks, closeouts and seconds</li></li></ul><li>Customer Experience Management <br />What is it? Why does it matter?<br />
    10. 10. Marketplace<br />
    11. 11.
    12. 12.
    13. 13. Know Your Customer! They are the Hippo!<br />
    14. 14. High Five!<br />Any Questions?<br />
    15. 15. How to get at the “why”<br />Ask<br />Listen<br />Act<br />Learn<br />
    16. 16. Ask and Listen<br />
    17. 17.
    18. 18. Act and Learn: Net Promoter Score<br />
    19. 19. 13<br />Representing NPS at various levels<br />Net Promoter Score 25%<br />Net Promoter Score 75%<br />SM The NPS emoticons are service marks of Bain & Company, Inc.<br />® Net Promoter, Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld<br />
    20. 20. Any Questions?<br />
    21. 21. Disruptive Innovation: Social Media and B2C Relationships<br />
    22. 22. The Customer Controls the Relationship<br />
    23. 23. Customer Experience extends far beyond a company’s website!<br />
    24. 24. Thank You<br />Contact info:<br />Email: bclark@sierratradingpost.com<br />Twitter: me @Brian_Clark Sierra @sierratp<br />LinkedIn: linkedin.com/in/brianeclark<br />Phone: 307.773.7706<br />

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