UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
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UserConf NYC Welcome & Keynote - The (Coming) Golden Era of Products Presentation Transcript

  • 1. welcomeSarah HatterFounder, CoSupport@shRichard WhiteCEO, UserVoice@rrwhite
  • 2. no pitching
  • 3. logistics here
  • 4. why
  • 5. two reasons
  • 6. Nothing like it existedYou really don’t want the alternativesREASON NUMERO UNO
  • 7. ITIL
  • 8. call centers
  • 9. The conferenceabout keeping yourcustomers
  • 10. The conferenceabout keeping yourcustomers (happy)
  • 11. how not why
  • 12. No one goes to schoolfor customer service...A HUMBLE OBSERVATION
  • 13. No one goes to schoolfor customer service...A HUMBLE OBSERVATIONPolitical Science & HistoryArt HistoryPhysics & Math, Electro-OpticsEconomics & Political ScienceDigital Arts, EnglishInformation TechnologyComputer Science
  • 14. No one goes to schoolfor customer service...A HUMBLE OBSERVATIONPolitical Science & HistoryArt HistoryPhysics & Math, Electro-OpticsEconomics & Political ScienceDigital Arts, EnglishInformation TechnologyComputer ScienceMarketing & CommunicationsFinanceBA Arts & CinemaMasters of EducationCertified Project ManagerLiberal ArtsComputer Science
  • 15. No one goes to schoolfor customer service...... they go to UserConfA HUMBLE OBSERVATION
  • 16. Most conferences suckand we thought we could do betterREASON NUMERO DOS
  • 17. ten “things”
  • 18. ... Have Panels... Have Gurus or Thought Leaders as Speakers... Say Shit Everyone Already Knows... Spam Attendees or Sell Their Email Addresses... Take Sponsors For Granted... Have Lame Sponsors... Have Live Q&A... Overcharge for Tickets... Take Thyself Too Seriously... Forget ConversationsThou shalt NOT...
  • 19. Community as aConference
  • 20. 5 Cities30 Meetups312 Pastries
  • 21. thank you
  • 22. The Golden Era of Products(aka why we really started UserConf)Richard WhiteFounder, CEO@rrwhite
  • 23. Two different worlds of“customer service”@rrwhite
  • 24. “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 agentCustomer Service Our WorldHighly skilled agentsDelivering great support onany mediumA product issue is solved inhours or days not monthsEvery customerengagement is anopportunity
  • 25. 20%handle multiple channels40%respond to tweets29%respond < 1 day89%handle multiple channels87%respond to tweets83%respond < 1 dayCustomer Service Our World
  • 26. 20%handle multiple channels40%respond to tweets29%respond < 1 dayPast89%handle multiple channels87%respond to tweets83%respond < 1 dayFuture
  • 27. the futureis here
  • 28. or is it?@rrwhite
  • 29. Exceptional customercare isn’t new.@rrwhite
  • 30. No, this is different.Things have changed.@rrwhite
  • 31. three changes@rrwhite
  • 32. The internet has spawned ageneration of businessesbuilt around self-service.CHANGE #1@rrwhite
  • 33. Is this really necessary?@rrwhite
  • 34. 43%62%of people said they couldhave solved their customerservice issue on their own ifbetter self-service tools wereavailable.of people age 18 to 24@rrwhite
  • 35. THE FUTURE IS...More user self-service50%of smartphone users would prefer to use amobile customer service application to tryto resolve their customer service issuebefore calling into the contact center.@rrwhite
  • 36. 56%of online consumers agree that their(customer service) calls are more complexas simple transactions are often automatedTHE FUTURE IS...More user self-serviceLess customer contacts but morecomplex issues. No more scripts.@rrwhite
  • 37. THE FUTURE IS...More self-serviceLess customer contacts but morecomplex issues. No more scripts.Need less people but bettertraining (and pay)@rrwhite
  • 38. Companies are moving tosubscription-based revenuemodels.CHANGE #2@rrwhite
  • 39. I know. You’re shocked.@rrwhite
  • 40. 50% of US businesses have eitheradopted or were planning toadopt a subscription basedmodel@rrwhite
  • 41. 50%40%of US businesses have eitheradopted or were planning toadopt a subscription basedmodelGlobal 2000 companies willuse subscription services fortheir billing, fulfillment andrenewals by 2015@rrwhite
  • 42. Ye olde sales funnel.@rrwhite
  • 43. THE FUTURE IS...Subscription revenue@rrwhite
  • 44. THE FUTURE IS...Subscription revenueFunnel is broken. You must re-closecustomers every month!@rrwhite
  • 45. THE FUTURE IS...Subscription revenueFunnel is broken. You must re-closecustomers every month!The blurring of the line betweensales & support.@rrwhite
  • 46. THE FUTURE IS ALSO...Freemium models@rrwhite
  • 47. THE FUTURE IS ALSO...Freemium models@rrwhite69%of worldwide iOS app revenue and 75percent of global Android app revenuescome from freemium applications.
  • 48. THE FUTURE IS ALSO...Freemium modelsRequires you to care for users notjust customers.Requires you to scale yourprocesses (self-service) earlier thanever.@rrwhite
  • 49. Social media is the catalystbut not the medium of thefuture.CHANGE #3@rrwhite
  • 50. 1%of people said they preferredto get support via Twitterinstead of traditional mediums.@rrwhite
  • 51. 1%of people said they preferredto get support via Twitterinstead of traditional mediums.of US consumers are very tosomewhat interested inresolving customer serviceissues.email: 67%, phone: 90%22%@rrwhite
  • 52. Seeking an actual response from a company tohelp them with a service issueVenting frustration with a bad customer serviceexperienceSharing information about their serviceexperience with a broader audience@rrwhiteTOP REASONS PEOPLE TURN TO SOCIAL MEDIA
  • 53. @rrwhiteTwitter is the small claimscourt of bad support
  • 54. THE FUTURE IS...Social Media level of careon traditional channels.@rrwhite
  • 55. Seeking an actual response from a company tohelp them with a service issuePraising a company for a great service experienceVenting frustration with a bad customer serviceexperienceSharing information about their serviceexperience with a broader audience@rrwhiteTOP REASONS PEOPLE TURN TO SOCIAL MEDIA
  • 56. THE FUTURE IS...Social Media level of careon traditional channels.@rrwhite
  • 57. THE FUTURE IS...Social Media level of careon traditional channels.Word-of-month matters again@rrwhite
  • 58. More self-service = More complex interactions andmore leeway given to customer-facing team members tosolve them.Subscription revenue + Social media = Business casefor investing in building a great product and greatcustomer care.Freemium = Need to scale high level of customer caremuch faster and larger than previously.
  • 59. THE FUTURE IS...Customer retention overacquisition.@rrwhite
  • 60. THE FUTURE IS...Customer retention overacquisition.how much more it expensive it is to acquirenew customers than satisfy and retaincurrent ones5X@rrwhite
  • 61. Why are we just nowtalking about this?@rrwhite
  • 62. ZyngaFacebook Powered “Virality”THE AGE OF ACQUISTION@rrwhite
  • 63. GrouponFacebook Ads & Email MarketingTHE AGE OF ACQUISTION@rrwhite
  • 64. GrouponTHE AGE OF ACQUISTION@rrwhite485% amount Groupons customer acquisitioncosts rose between 2010 and 2011
  • 65. GrouponTHE AGE OF ACQUISTION@rrwhite485% amount Groupons customer acquisitioncosts rose between 2010 and 2011change in ROI of email marketing from2006 to 2012-26%
  • 66. eHowSearch Engine OptimizationTHE AGE OF ACQUISTION@rrwhite
  • 67. eHowSearch Engine OptimizationTHE AGE OF ACQUISTION@rrwhite40% drop in traffic for eHow & otherDemandMedia sites due to Google’s“Panda” update.
  • 68. Paid SearchTHE AGE OF ACQUISTION@rrwhite11% The increase in the average cost per click(CPC) on Google Adwords in 2011.of questions related to effectiveness,budget and usage where PPC trendeddownward on a survey of 500 US onlinemarketers100%
  • 69. App StoreTHE AGE OF ACQUISTION@rrwhite56% Increase in app marketing costs in the lastyear on iOS platform (70% on Android)
  • 70. Remember whathappened to eBay?@rrwhite
  • 71. THE FUTURE IS...The market seekingequilibrium@rrwhiteThe cost per lead for direct mail, email, and paidsearch are $51, $55, and $52 respectively.
  • 72. THE FUTURE IS...The market seekingequilibriumThere are less and less NorthwestPassages to millions of users.@rrwhite
  • 73. THE FUTURE IS...The market seekingequilibriumThere are less and less NorthwestPassages to millions of users.Any ones that do open up closeincreasingly faster.@rrwhite
  • 74. THE FUTURE IS...Greatness requirescustomer retention@rrwhite
  • 75. THE FUTURE IS...Greatness requires greatproducts and service@rrwhite89%of iPhone owners have indicated theywill stick with Apple for their nexthandset (HTC next with 39%)
  • 76. THE FUTURE IS...Greatness requires greatproducts and service@rrwhite89%of iPhone owners have indicated theywill stick with Apple for their nexthandset (HTC next with 39%)of Blackberry owners that will. Downfrom 62% only 18 months ago.33%
  • 77. PUTTING IT ALL TOGETHER...Business is going oldschool.@rrwhite
  • 78. PUTTING IT ALL TOGETHER...Business is going oldschool.The last 30+ years have been onebig scaling problem.@rrwhite
  • 79. PUTTING IT ALL TOGETHER...Business is going oldschool.The last 30+ years have been onebig scaling problem.We now have the technology andenough incentives to provide oldfashioned service at web scale.@rrwhite
  • 80. but how?
  • 81. 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
  • 82. 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.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.@rrwhite
  • 83. 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.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive more self-service & 1:many communicationEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.@rrwhite
  • 84. 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.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive more self-service & 1:many communicationEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.Give your front line more leeway to do the right thingSupport teams are looking more like sales teams. Not Scripted.Agility over process.@rrwhite
  • 85. 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.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive more self-service & 1:many communicationEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.Give your front line more leeway to do the right thingSupport teams are looking more like sales teams. Not Scripted.Agility over process.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
  • 86. but who?
  • 87. @rrwhiteChief Customer OfficerHAVE YOU EVER HEARD OF A...
  • 88. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.HAVE YOU EVER HEARD OF A...
  • 89. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.30 in 2003HAVE YOU EVER HEARD OF A...
  • 90. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.30 in 2003in 2013730HAVE YOU EVER HEARD OF A...
  • 91. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.HAVE YOU EVER HEARD OF A...85% of CCOs sit on the executivemanagement team within theircompanies up from 50% in 2012of CCOs were promoted from withinthe company56%
  • 92. you@rrwhite