The Customer Revolution               & why you should careRichard WhiteFounder, CEO@rrwhite
three goals@rrwhite
three warnings@rrwhite
Limited Life        Experience             + Overgeneralization                 =      AdvicePaul BucheitCreator of Gmail,...
ITIL@rrwhite
ITIL(I have no idea what this even stands for)@rrwhite
hi
We are...           241               people in San Francisco &                Raleigh who want to enable you             ...
UserVoice is...UserVoice is a true multi-tenant SaaS, freemium platform that helps companies scale not onlytheir customer ...
UserVoice is...UserVoice is true multi-tenant SaaS, freemium platform that helps companies scale not only theircustomer su...
Our historyFounded in 2008, and the originators ofthe now ubiquitous Feedback Tab, whatmakes us special is how much we car...
Our history              363Founded in 2008, and the originators ofthe, now ubiquitous Feedback Tab, whatmakes us special ...
Our customersAre not ITSM & traditional contact centers.They are predominantly technology companiesand often SaaS platform...
120,000          UserVoice sites that                 have been setup           170   countries where there’s             ...
Helpdesk Launched May 2011Easy to use & (self-service) setup - Customers can get setup in hours, not days or weeks.Designe...
FeedbackLaunched April 2008Feedback forums are the unique UserVoiceway of helping customers get and respondto inbound cust...
UserVoice is everywhere users areWe provide the most comprehensive and robust set of tools to help our customercommunicate...
UserVoice is everywhere users areWe provide the most comprehensive and robust set of tools to help our customercommunicate...
NEWIn-app engagementThe next generation in (meaningful) in-app userengagement: bundling together customer satisfaction,pro...
phew@rrwhite
A HUMBLE OBSERVATIONNo one goes to schoolfor customer service@rrwhite
Two different worlds of“customer service”@rrwhite
Customer Service @rrwhite
Customer Service“All agents are currentlyserving other customers”“Your call is important tous”“Press 9 to hear theseoption...
Customer Service“All agents are currentlyserving other customers”     20%“Your call is important to   handle multiple chan...
Customer Service             Our World“All agents are currently    Highly skilled agentsserving other customers”          ...
Customer Service           Our World20%                        89%handle multiple channels   handle multiple channels40%re...
Customer Service           Our World20%                        89%handle multiple channels   handle multiple channels40%  ...
Past                       Future20%                        89%handle multiple channels   handle multiple channels40%     ...
the future
the future   is here
or is it?@rrwhite
Exceptional customercare isn’t new.@rrwhite
No, this is different.Things have changed.@rrwhite
four changes@rrwhite
CHANGE #1The internet has spawned ageneration of businessesbuilt around self-service.@rrwhite
Is this really necessary?@rrwhite
43%   of people said they could             have solved their customer             service issue on their own if          ...
THE FUTURE IS...More user self-service50%            of smartphone users would prefer to use a            mobile customer ...
THE FUTURE IS...More user self-service     Less customer contacts but more     complex issues56%            of online cons...
THE FUTURE IS...More user self-service     Less customer contacts but more     complex issues     Less agents but better t...
CHANGE #2Companies are moving tosubscription-based revenuemodels.@rrwhite
I know. You’re shocked.@rrwhite
50%   of US businesses have either             adopted or were planning to             adopt a subscription based         ...
50%   of US businesses have either             adopted or were planning to             adopt a subscription based         ...
Ye olde sales funnel.@rrwhite
THE FUTURE IS...Subscription revenue @rrwhite
THE FUTURE IS...Subscription revenue     The blurring of the line between     sales & support. @rrwhite
THE FUTURE IS...Subscription revenue     The blurring of the line between     sales & support.     Better training and pay...
CHANGE #3Social media is the catalystbut not the medium of thefuture.@rrwhite
of people said they preferred           1%   to get support via Twitter                instead of traditional mediums.@rrw...
of people said they preferred           1%   to get support via Twitter                instead of traditional mediums.    ...
THE FUTURE IS...Social Media level of careon traditional channels. @rrwhite
THE FUTURE IS...Social Media level of careon traditional channels.     Word-of-month matters again. It’s     too expensive...
THE FUTURE IS...Social Media level of careon traditional channels.     Word-of-month matters again. It’s     too expensive...
CHANGE #4The era of (digital)marketing gimmicks iscoming to an end.@rrwhite
The digital marketingland rush is over.@rrwhite
The digital marketingland rush is over. 11%       The increase in the average cost per           click (CPC) on Google Adw...
WHAT DO THESE HAVE IN COMMON?Groupon, Zynga, eHow,Swoopo, Turntable.fm@rrwhite
THE FUTURE IS...Customer retention overacquisition. @rrwhite
THE FUTURE IS...Customer retention overacquisition.     5X     how much more it expensive it is to acquire            new ...
Customer retention is the new acquisition       It’s getting more expensive to acquire customers as marketing channels    ...
PUTTING IT ALL TOGETHER...Business is going oldschool. @rrwhite
PUTTING IT ALL TOGETHER...Business is going oldschool.     The last 30+ years have been one     big scaling problem. @rrwh...
PUTTING IT ALL TOGETHER...Business is going oldschool.     The last 30+ years have been one     big scaling problem.     W...
The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or...
The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or...
The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or...
The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or...
The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or...
The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or...
So what?@rrwhite
A HUMBLE HYPOTHESIS...Maybe employees andconsumers aren’t all thatdifferent. @rrwhite
A HUMBLE HYPOTHESIS...Maybe employees andconsumers aren’t all thatdifferent.     BYOD @rrwhite
A HUMBLE HYPOTHESIS...Maybe employees andconsumers aren’t all thatdifferent.    BYOD74%        companies that allow some f...
thanks@rrwhite
SITS13 - The customer revolution & why you should care
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SITS13 - The customer revolution & why you should care

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I don’t know much about ITSM, nor do I even know what ITIL stands for, let alone how to implement it. However, as the CEO of one of the top online customer service platforms, I do know a thing or two about customer service on the web. And the advent of social media combined with shift towards online, subscription-based businesses is creating a revolution in how companies staff, respond to, and value interactions with their customers. In this talk (an adaptation of my UserConf 2012 keynote) I’ll discuss how this revolution started, why we think it’s destined to succeed, and what your world looks like on the other side of it.

So come find out what’s going on in the neighboring kingdom of online customer service. Because with the consumerization of IT, it may be coming to a service desk near you sooner than you think.

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SITS13 - The customer revolution & why you should care

  1. 1. The Customer Revolution & why you should careRichard WhiteFounder, CEO@rrwhite
  2. 2. three goals@rrwhite
  3. 3. three warnings@rrwhite
  4. 4. Limited Life Experience + Overgeneralization = AdvicePaul BucheitCreator of Gmail,Co-founder of FriendFeed
  5. 5. ITIL@rrwhite
  6. 6. ITIL(I have no idea what this even stands for)@rrwhite
  7. 7. hi
  8. 8. We are... 241 people in San Francisco & Raleigh who want to enable you better help and understand your2 users all with less effort than you thought possible.34@rrwhite
  9. 9. UserVoice is...UserVoice is a true multi-tenant SaaS, freemium platform that helps companies scale not onlytheir customer support (by driving self-service) but also customer insight (through proactive userengagement).
  10. 10. UserVoice is...UserVoice is true multi-tenant SaaS, freemium platform that helps companies scale not only theircustomer support (by driving self-service) but also customer insight (through proactive user 35,000engagement). people have logged into their UserVoice admin console the 127% YoY last 30 days. @rrwhite
  11. 11. Our historyFounded in 2008, and the originators ofthe now ubiquitous Feedback Tab, whatmakes us special is how much we careabout the end-user interface. We knowthat communication starts with users, notwith surveys or flying banners.We’ve had a little help along the way inthe form of $3MM in capital raised fromBaseline Ventures (our lead), WTI,Betaworks, Founders Fund, TAG, TektonVentures and an assortment of amazingangels.
  12. 12. Our history 363Founded in 2008, and the originators ofthe, now ubiquitous Feedback Tab, whatmakes us special is how much we care people see a UserVoiceabout the end-user interface. We know widget every second whichthat communication starts with users notwith surveys or flying banners. is ...We’ve had a little help along the way inthe form of $3MM in capital raised from 943MMBaseline Ventures (our lead), WTI,Betaworks, Founders Fund, TAG, Tekton people every month acrossVentures and an assortment of amazing 170 different countries andangels. 43 languages (translated 110% YoY courtesy of UserVoice users) @rrwhite
  13. 13. Our customersAre not ITSM & traditional contact centers.They are predominantly technology companiesand often SaaS platforms, games or mobileapps.We work with everyone from startups tobusiness units of Fortune 500 companies. Mostsales are self-service, credit card & month tomonth but we do work with annual billing,invoices, training and higher level accountmanagement.
  14. 14. 120,000 UserVoice sites that have been setup 170 countries where there’s an organization using UserVoice@rrwhite
  15. 15. Helpdesk Launched May 2011Easy to use & (self-service) setup - Customers can get setup in hours, not days or weeks.Designed for simplicity but has the backend to handle complicated routing and queuing.Inspector - Answer messages quicker and more carefully by having the complete social context of whoyou’re talking to.Game mechanics - Our leaderboard drives friendly competition amongst customer teams to respond quicklyand comprehensivelyTicket system emails look like normal emails. End-users never know they’re being tracked. Theres noticket # or reply above this line, People bristle at the notion of being “in a system” - they want humanconnection.
  16. 16. FeedbackLaunched April 2008Feedback forums are the unique UserVoiceway of helping customers get and respondto inbound customer feedback at scale.Feedback is a natural, and highlysuccessful, way to engage large numbersof otherwise passive users who wouldn’tcontact companies for support.Scalability - Get feedback from thousands ormillions with the same level of effort.Frictionless feedback - 80+% of those who givefeedback will provide an email address andsubscribe to updates. This works wonders forpre-sales engagement.Response rates double that of newsletters.Permission based marketing at its best. Users areopting into updates on other user generatedcontent.
  17. 17. UserVoice is everywhere users areWe provide the most comprehensive and robust set of tools to help our customercommunicate with their users where they already are: in-app.Complete set of APIs, Push Notificationsand SDKs make it easy for companies tointegrate UserVoice into their business.Instant Answers - All embeddedexperiences drive customers to self-servicetheir issues. Up to 40% (and higher onmobile) of requests are resolved throughsuggesting a relevant knowledge basearticle or existing forum post.Feedback tab widget - Embed a completecustomer portal directly into a website with acouple lines of code.
  18. 18. UserVoice is everywhere users areWe provide the most comprehensive and robust set of tools to help our customercommunicate with their users where they already are: in-app.Complete set of APIs, Push Notificationsand SDKs make it easy for companies tointegrate UserVoice into their business.Instant Answers - All embeddedexperiences drive customers to self-servicetheir issues. Up to 40% (and higher onmobile) of requests are resolved throughsuggesting a relevant knowledge basearticle or existing forum post.Feedback tab widget - Embed a completecustomer portal directly into a website with acouple lines of code.Mobile optimized - All of our interfaces areoptimized to work on desktop and mobileweb. (22.5% of our usage is mobile web)UserVoice for iOS - A native customerportal directly inside your iPhone or iPadapp.
  19. 19. NEWIn-app engagementThe next generation in (meaningful) in-app userengagement: bundling together customer satisfaction,product feedback and support to create engagement ratesthat blow away traditional VoC or Helpdesk solutions.Combined with a robust analytics system to give you acomplete view of your user base from 10K feet down toindividual users.New features debuted at UserVoice Summit 2013: Instant Answers Satisfaction Surveys SmartVote Touchpoint SDK & Analytics
  20. 20. phew@rrwhite
  21. 21. A HUMBLE OBSERVATIONNo one goes to schoolfor customer service@rrwhite
  22. 22. Two different worlds of“customer service”@rrwhite
  23. 23. Customer Service @rrwhite
  24. 24. Customer Service“All agents are currentlyserving other customers”“Your call is important tous”“Press 9 to hear theseoptions again”Entering your account #only to have to repeat itto the agent @rrwhite
  25. 25. Customer Service“All agents are currentlyserving other customers” 20%“Your call is important to handle multiple channelsus”“Press 9 to hear these 40%options again” respond to tweetsEntering your account #only to have to repeat it 29%to the agent respond < 1 day @rrwhite
  26. 26. Customer Service Our World“All agents are currently Highly skilled agentsserving other customers” Delivering great support on“Your call is important to any mediumus” A product issue is solved in“Press 9 to hear these hours or days not monthsoptions again” Every customer engagement is anEntering your account # opportunityonly to have to repeat itto the agent
  27. 27. Customer Service Our World20% 89%handle multiple channels handle multiple channels40%respond to tweets29%respond < 1 day
  28. 28. Customer Service Our World20% 89%handle multiple channels handle multiple channels40% 87%respond to tweets respond to tweets29%respond < 1 day
  29. 29. Past Future20% 89%handle multiple channels handle multiple channels40% 87%respond to tweets respond to tweets29% 83%respond < 1 day respond < 1 day
  30. 30. the future
  31. 31. the future is here
  32. 32. or is it?@rrwhite
  33. 33. Exceptional customercare isn’t new.@rrwhite
  34. 34. No, this is different.Things have changed.@rrwhite
  35. 35. four changes@rrwhite
  36. 36. CHANGE #1The internet has spawned ageneration of businessesbuilt around self-service.@rrwhite
  37. 37. Is this really necessary?@rrwhite
  38. 38. 43% of people said they could have solved their customer service issue on their own if better self-service tools were available. 62% of people age 18 to 24@rrwhite
  39. 39. THE FUTURE IS...More user self-service50% of smartphone users would prefer to use a mobile customer service application to try to resolve their customer service issue before calling into the contact center. @rrwhite
  40. 40. THE FUTURE IS...More user self-service Less customer contacts but more complex issues56% of online consumers agree that their (customer service) calls are more complex as simple transactions are often automated @rrwhite
  41. 41. THE FUTURE IS...More user self-service Less customer contacts but more complex issues Less agents but better training (and pay) @rrwhite
  42. 42. CHANGE #2Companies are moving tosubscription-based revenuemodels.@rrwhite
  43. 43. I know. You’re shocked.@rrwhite
  44. 44. 50% of US businesses have either adopted or were planning to adopt a subscription based model@rrwhite
  45. 45. 50% of US businesses have either adopted or were planning to adopt a subscription based model 90% of mobile game spending (US) on free to play games.@rrwhite
  46. 46. Ye olde sales funnel.@rrwhite
  47. 47. THE FUTURE IS...Subscription revenue @rrwhite
  48. 48. THE FUTURE IS...Subscription revenue The blurring of the line between sales & support. @rrwhite
  49. 49. THE FUTURE IS...Subscription revenue The blurring of the line between sales & support. Better training and pay for agents @rrwhite
  50. 50. CHANGE #3Social media is the catalystbut not the medium of thefuture.@rrwhite
  51. 51. of people said they preferred 1% to get support via Twitter instead of traditional mediums.@rrwhite
  52. 52. of people said they preferred 1% to get support via Twitter instead of traditional mediums. of US consumers are very to 22% somewhat interested in resolving customer service issues. email: 67%, phone: 90%@rrwhite
  53. 53. THE FUTURE IS...Social Media level of careon traditional channels. @rrwhite
  54. 54. THE FUTURE IS...Social Media level of careon traditional channels. Word-of-month matters again. It’s too expensive to let something spill out onto Twitter. @rrwhite
  55. 55. THE FUTURE IS...Social Media level of careon traditional channels. Word-of-month matters again. It’s too expensive to let something spill out onto Twitter. Companies want more than “like” @rrwhite
  56. 56. CHANGE #4The era of (digital)marketing gimmicks iscoming to an end.@rrwhite
  57. 57. The digital marketingland rush is over.@rrwhite
  58. 58. The digital marketingland rush is over. 11% The increase in the average cost per click (CPC) on Google Adwords in 2011. 56% Increase in app marketing costs in the last year on iOS platform (70% on Android)@rrwhite
  59. 59. WHAT DO THESE HAVE IN COMMON?Groupon, Zynga, eHow,Swoopo, Turntable.fm@rrwhite
  60. 60. THE FUTURE IS...Customer retention overacquisition. @rrwhite
  61. 61. THE FUTURE IS...Customer retention overacquisition. 5X how much more it expensive it is to acquire new customers than satisfy and retain current ones @rrwhite
  62. 62. Customer retention is the new acquisition It’s getting more expensive to acquire customers as marketing channels become saturated. Subscription businesses live and die by retention. The best way to retain customers is through great service but more importantly by building the product they want. Social media is the catalyst of, but not the medium of, the future Twitter is the small claims court of bad support. It’s forcing companies to re-examine the cost of providing poor service through the traditional channels that users prefer. Excellent customer service, like performance, is a killer feature. Support is increasingly not just a cost center to be shunted offshore. Its part of your product and your sales process.@rrwhite
  63. 63. PUTTING IT ALL TOGETHER...Business is going oldschool. @rrwhite
  64. 64. PUTTING IT ALL TOGETHER...Business is going oldschool. The last 30+ years have been one big scaling problem. @rrwhite
  65. 65. PUTTING IT ALL TOGETHER...Business is going oldschool. The last 30+ years have been one big scaling problem. We now have the technology and enough incentives to provide old fashioned service at web scale. @rrwhite
  66. 66. The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.@rrwhite
  67. 67. The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive ever more self-serviceEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.One to many communication when possible@rrwhite
  68. 68. The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive ever more self-serviceEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.One to many communication when possibleSupport teams are looking more like sales teams.Not scripted. Given liberty to solve the issue.@rrwhite
  69. 69. The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive ever more self-serviceEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.One to many communication when possibleSupport teams are looking more like sales teams.Not scripted. Given liberty to solve the issue.Agility over process.This is what you get with these sorts of support teams.@rrwhite
  70. 70. The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive ever more self-serviceEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.One to many communication when possibleSupport teams are looking more like sales teams.Not scripted. Given liberty to solve the issue.Agility over process.This is what you get with these sorts of support teams.Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out from behind your help desk.@rrwhite
  71. 71. The customer portal is dead.Be where your users are... and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive ever more self-serviceEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.One to many communication when possibleSupport teams are looking more like sales teams.Not scripted. Given liberty to solve the issue.Agility over process.This is what you get with these sorts of support teams.Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out from behind your help desk.Drive meaningful, win-win engagement (with analytics).That which is actionable to the company and important to users. Move beyond theshallow pond of “likes” and “follows”. No flying banner 10 minute surveys either.We can do better than social media vanity metrics.@rrwhite
  72. 72. So what?@rrwhite
  73. 73. A HUMBLE HYPOTHESIS...Maybe employees andconsumers aren’t all thatdifferent. @rrwhite
  74. 74. A HUMBLE HYPOTHESIS...Maybe employees andconsumers aren’t all thatdifferent. BYOD @rrwhite
  75. 75. A HUMBLE HYPOTHESIS...Maybe employees andconsumers aren’t all thatdifferent. BYOD74% companies that allow some form of BYOD (bring your own device) usage
  76. 76. thanks@rrwhite
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