Super Bowl Customer Experience Presentation for SOCAP WI
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Super Bowl Customer Experience Presentation for SOCAP WI

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  • Zappos is powered by serviceProviding the best service and online shopping experience possible.Free shipping both ways. 365-day return policy.Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
  • Training helps them prosper and maintain culture
  • *Culture Book - Tony Hsieh, CEO of online shoe merchant Zappos.com, asks each employee to write a 100- to 500-word description of the company's culture every year for a book.
  • Employees are encouraged to use their personal emotional connection on every call. For example, they might ask about a dog barking in the background or send flowers to a bride.
  • *deciding to invest in “surprise” (free) upgrades to overnight shipping for most customers. This means that most orders are delivered within 24 hours, despite the web site indicating it will take 2-5 business days.
  • Most customers are upgraded to overnight shipping
  • REMEMBER, Profitability and growth are dependent on a firm’s ability to successfully acquire and retain customers. The keys to building loyal customer relationships are to fiercely focus on gaining not only market share, but customer share. Keep the customers you have acquired by managing the customer experience, developing a customer recovery strategy, and creating a winback plan to win back high net-worth customers who defect. There’s enormous opportunity out there…seize it!

Super Bowl Customer Experience Presentation for SOCAP WI Super Bowl Customer Experience Presentation for SOCAP WI Presentation Transcript

  • Customer experience super bowl
    Myra Golden
  • Customer experience dna of zappos
    Zappos is powered by service
    Providing the best service and online shopping experience possible.
    Free shipping both ways. 365-day return policy.
    Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
    Best selection
    Over 1100 brands.
    Over 150,000 styles.
    3 million pairs of shoes.
    Photographed in multiple angles.
    Videos of many products.
    100% of products inventoried (no drop ship).
    Zappos is a service company that happens to sell shoes, clothing, handbags, eyewear, watches (and eventually a bunch of other stuff).
  • Great customer experience = $$$
    Zappos is committed to WOWing each and every customer.
    Customers come…
    7.4M total purchasing customers (about 2.5% of US population)
    3.3M have purchased in the last 12 months
    Customers come back…
    On any given day, about 75% of purchases from returning customers
    Repeat customers order >2.5x in the next 12 months
    Customers come back, order more and order more often…
    Repeat customers have higher average order size
    $111.98 – first time customers
    $143.22 – returning customer
  • Early on its life, zappos made a deliberate decision to re-direct its marketing budget towards delivering exceptional customer service with a great company culture,
    • encouraging customers to order as many products as they wanted in order to “try them on,” then offering free return shipping for a full 365 days
    • only listing products on the site when stock was in their own warehouse (which actually lowered sales by 25% at a time when the company was still in the red)
    • deciding to run their warehouse operation 24/7 to deliver super-fast turnaround on orders, despite it being an inefficient way to manage fulfillment
  • Early on its life, zappos made a deliberate decision to re-direct its marketing budget towards delivering exceptional customer service with a great company culture,
    • encouraging customers to call them about nearly everything. Their call center takes 5,000 calls per day, and employees work independent of scripts, quotas, or call time limits. The longest call to date has been four hours. Zappos views the phone experience as a branding device, and speaks to virtually every customer at least once.
    • deciding to invest in “surprise” (free) upgrades to overnight shipping for most customers. This means that most orders are delivered within 24 hours, despite the web site indicating it will take 2-5 business days.
  • What customer’s see…
  • Customer Service:What Customers Experience
    Fast, Accurate Fulfillment
    Friendly, helpful “above and beyond” customer service
    Refer customers to competitors’ web sites
  • Customer Service:What They Do Internally
    No call times, no scripts
    No sales-based performance goals for reps
    Run warehouse 24/7
    5 weeks of culture, core values, customer service, and warehouse training for everyone in Las Vegas
    Culture book
    Interviews and performance reviews are 50% based on core values and culture fit
  • Zappos new-hire training
    5-week training period that immerses employees in the company's strategy, culture, and obsession with customers
    Incubation Program to help new hires transition from training to call floor
  • Pay $2000 to quit
  • Self Monitoring (Full circle feedback)
    Launched a QA program a few years ago…
    Removing the fear of poor performance
    Rep selects a call and reviews
    Lead also selects a call to review
    Focus is on coaching and feedback
  • Advancement & reward
    Any employee can be a Lead within 5 years
    Promotions all based on skill set, skill set based on core values
    Courses offered to develop skill sets, small raises for completing skill set courses
    Professional Life Coach on staff
    “Happiness” survey monthly
  • Ongoing training: pipeline
    Zappos history
    Professional development
    Career development
    Time management
    Science of Happiness
    How to Write Emails
    Communication
    Finance
    “Holiday Helpers” (outside of CLT)
  • LIVE and DELIVER WOW
  • How Zappos Delivered WOW to the Golden House
  • Look what 15 minutes a day can do
  • Make emotional connections with customers
  • Surprise & Delight
  • Zappos Core Values
    Deliver WOW Through Service
    Embrace and Drive Change
    Create Fun and a Little Weirdness
    Be Adventurous, Creative, and Open-Minded
    Pursue Growth and Learning
    Build Open and Honest Relationships With Communication
    Build a Positive Team and Family Spirit
    Do More with Less
    Be Passionate and Determined
    Be Humble
  • Adopt the Man in the Desert Philosophy
  • idea 15:
    Be Flexible
  • How a Best Buy e-Service Rep Wowed me
  • How best buy got email right
    Personalized the email
    Acknowledged my satisfaction with the product
    Explained policy in lay terms
    Exercised empowerment
    Restored my confidence in Best Buy
  • Starbucks has mastered warm customer experiences
  • Meeting needs, even unusual needs
  • Service leaders common thread
    Emotional Connections
    Concierge-level service
    Identifying and meeting customer needs, even un-expressed needs
  • More resources
    • Email me at myra@myragolden.com for:
    • Additional questions not answered today
    • Blog: www.MyraGolden.Wordpress.com
    • Web: www.MyraGolden.com
    • Twitter: www.twitter.com/MyraGolden