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The Principles of

Customer WOW
          13 Effective Ways
            to WOW Your
             Customers
WO W!
CUSTOMER SERVICE IS IMPORTANT
The probability of selling to an
                     existing customer is 60 – 70%.
                                      
                     The probability of selling to a new
                           prospect is 5-20%




Marketing Metrics
                                         #CustomerWOW
News of bad customer
          service reaches more than
            twice as many ears as
           praise for a good service
                  experience.

White House Office of
Consumer Affairs
                  #CustomerWOW
3 in 5 Americans
            would try a new
         brand or company for
            a better service
              experience.
American Express Survey, 2011
   #CustomerWOW
In 2011, 86% of
 consumers quit doing
     business with a
company because of bad
  customer experience. 
 Harris Interactive, Customer
 Experience Impact Report
      #CustomerWOW
…you get the point.
At Desk.com, we have our own
 Customer WOW team built on 
   13 PRINCIPLES
So without further adieu… 




                              #CustomerWOW
1. 	
  
              	
  
 MAKES
  THE!
81% of companies
    with strong capabilities and
    competencies for delivering
       customer experience
    excellence are outperforming
          their competition.
Peppers & Rogers Group - 2009 Customer Experience Maturity Monitor
It’s unreasonable to expect
   any individual to have a
perfect grasp of what’s going
 on for all of our customers. 




   Maintaining open lines of communication with your
 teammates allows everyone on the team to have a more
        representative view of what’s going on.
                                           #CustomerWOW
“
There is only one
 boss. The customer.
 And he can fire everybody in the
 company from the chairman on
 down simply by spending his
 money elsewhere.”
 Sam Walton, Founder of Wal-Mart
   #CustomerWOW
It takes
12 positive experiences
  to make up for an unresolved
      negative experience.


Understanding Customers, Ruby Newell-Legner
   #CustomerWOW
Never hesitate to
The more you know about
 your customers and their
         needs…
The more you know about
 your customers and their
         needs…




                 the more of an asset
                  you are to both the
                  company, and your
                      customers.
“
Get closer than ever
 to your customers.
 So close, in fact, that you
 tell them what they need
 well before they realize it
 themselves.”
 Steve Jobs, Co-founder of Apple
   #CustomerWOW
75% of customers 
believe it takes
too long to reach
a live agent.


Harris Interactive, Customer Experience Impact Report
   #CustomerWOW
Show the customers
   that you aren’t a
“
 The goal as a company is to
 have customer service that is
 not just the best

 but legendary.”

 Sam Walton, Founder of Wal-Mart
   #CustomerWOW
78% of consumers 
have bailed on a transaction
or not made an intended
purchase because of a poor
service experience.

American Express Survey, 2011
   #CustomerWOW
GET TO KNOW YOUR CUSTOMERS!	
  
Having an open
dialogue with
your customers
is key…
Having an open
dialogue with
your customers
is key…

         …but at the end of the day it’s 
     how you make people feel 
                 that matters the most.
“
 A man without a smiling face
 must not open a
 shop.”

 Chinese Proverb
       #CustomerWOW
68% of customers 
leave because they were
upset with the treatment
they received whilst
speaking to customer
service.
US Chamber of Commerce
    #CustomerWOW
Nobody likes being lied to.
A customer can’t expect anything more	
     than the truth.
When you maintain an open
dialogue with your
customers and keep them
informed at all times,
When you maintain an open
dialogue with your
customers and keep them
informed at all times, 


                   you’ll earn your
                       customer’s
                commitment to your
                          company.
“
 When a customer comes first,
 the customer will
 last.”

 Robert Half
         #CustomerWOW
It costs 6-7 times
more to acquire
a new customer than retain
an existing one.


Bain & Company
         #CustomerWOW
 
Even a half-baked idea
  might have a kernel of
greatness to be extracted.
“
 Statistics suggest that when customers
 complain, business owners and
 managers ought to get excited about it.
 The complaining customer
 represents a huge
 opportunity for more
 business.”
 Zig Ziglar, Author and Motivational Speaker
   #CustomerWOW
  Strive for
24% of American
adults
have posted comments or
reviews online about the
product or services they
bought.
Jim Jansen, Pew Research Center's Internet and American Life Project, 2010
The more you
know, the
more of an
asset you are
to our
customers…
The more you
know, the       …take every
more of an
                moment you
asset you are
to our          can to expand
customers…
     your knowledge
                   base when it
                  comes to the
                       product.
“
 Loyal customers…they don’t just come
 back, they don’t simply recommend
 you.
 They insist their friends do
 business with you.”


 Chip Bell, Founder Chip Bell Group
   #CustomerWOW
 
Only 12% of the average
marketing budget
is spent on customer
retention.


McKinsey
              #CustomerWOW
Your support team is the closest
   connection between your
 customers and the company.
It’s your
responsibility
to bring any
problems they
might be
having to light.
“
 Your most unhappy
 customers are your

 greatest source
 of learning.”
 Bill Gates, Founder of Microsoft
   #CustomerWOW
 
For every customer who
bothers to complain,

26 other customers
remain silent.

White House Office of Consumer Affairs
   #CustomerWOW
Be sure to 


      LISTEN
to their problem and
          take time to
understand how the
   issue is impacting
           their work.
Often you may
find alternative
  solutions to
help them and if
 not…you have
Often you may
find alternative
   solutions to
help them and if
 not…you have
      MORE
 information to
  help be their
    advocate
Often you may
find alternative
   solutions to
help them and if
 not…you have
      MORE
 information to
  help be their
    advocate
“
Customers don’t expect you
  to be perfect.
  They DO expect you
  to fix things when
  they go wrong.”
  Donald Porter, VP of British Airways
   #CustomerWOW
71% of business
 leaders
 believe that customer
 experience is the next
 battleground.

Shaw & Ivens
             #CustomerWOW
Use the information relevant to
  the given support situation
 when looking for a solution.
“
Although your you give bad
  won’t love it if
                   customers

  service…

  …your competitors
  will.
  Kate Zabriskie
       #CustomerWOW
    Not all customers are
Companies that
resolve a complaint in
the customers’ favor
will do business with
them again 70% of
the time.
Lee Resources
           #CustomerWOW
 
While that does
mean we deal with
a lot of angry
people…
While that does
mean we deal with
a lot of angry
people…
                 …just remember that
                 for every one angry
                 customer there are
                   ten more that love
                everything about what
                              we do.
“
Be everywhere,never
  everything and
                 do


  fail to astonish the
  customer.”

  Macy’s Motto
          #CustomerWOW
 
42% of customers 
complaining in social
media expect a 
60-minute response
time.

The Social Habit
       #CustomerWOW
Strive to help each customer as quickly and
efficiently as possible without undermining the
      quality of the support experience.
Reducing the time
 it takes to assist a
customer directly…
  reduces the time
  other customers
      must wait.
“
The longer you wait,
  the harder it is to
  provide outstanding
  customer service.”
  William H. Davidow
     #CustomerWOW
83% of the complaints
that received
a reply liked or loved
the fact that the
company responded.

Maritz Research and evolve24
   #CustomerWOW
We’ve all been in a
rough support
situation before.
We’ve all been in a
rough support
situation before. 
         If I don’t get a
         support rep on
         the phone right
         now…I think I’m
         just going to
         snap.
Put yourself in the shoes of the customer
        when you take their case. 
                      
Your empathy will show, and they’ll certainly
                appreciate it.
“
 To understand the man,
  you must first walk a
  mile in his moccasin.”

 Native American Proverb
   #CustomerWOW
What companies have mastered Customer WOW?
Check out
their
promise to
customers




               Happy
             customers
             all around
Bonobos’s
    support team are
    called the
    “Bonobos Ninjas”




Unhappy customer met
with an apology and
answer. Crisis averted.
Ninjas prevail.
SmugMug’s
                  support team is
                  called the
                  “SmugMug
    Happy         Heroes”
  customers
from all sides
Click Here for a 
        Free Customer Service Kit from

            Desk.com! 
•  Keep track of where your conversations are with clients
•  Easy-to-find data all in one Universal Inbox
•  Easily manage tickets and priorities

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Desk.com's Principles of Customer WOW

  • 1. The Principles of Customer WOW 13 Effective Ways to WOW Your Customers WO W!
  • 2.
  • 4. The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% Marketing Metrics #CustomerWOW
  • 5. News of bad customer service reaches more than twice as many ears as praise for a good service experience. White House Office of Consumer Affairs #CustomerWOW
  • 6. 3 in 5 Americans would try a new brand or company for a better service experience. American Express Survey, 2011 #CustomerWOW
  • 7. In 2011, 86% of consumers quit doing business with a company because of bad customer experience. Harris Interactive, Customer Experience Impact Report #CustomerWOW
  • 8. …you get the point.
  • 9. At Desk.com, we have our own Customer WOW team built on 13 PRINCIPLES
  • 10. So without further adieu… #CustomerWOW
  • 11. 1.     MAKES THE!
  • 12. 81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition. Peppers & Rogers Group - 2009 Customer Experience Maturity Monitor
  • 13. It’s unreasonable to expect any individual to have a perfect grasp of what’s going on for all of our customers. Maintaining open lines of communication with your teammates allows everyone on the team to have a more representative view of what’s going on. #CustomerWOW
  • 14. “ There is only one boss. The customer. And he can fire everybody in the company from the chairman on down simply by spending his money elsewhere.” Sam Walton, Founder of Wal-Mart #CustomerWOW
  • 15.
  • 16. It takes 12 positive experiences to make up for an unresolved negative experience. Understanding Customers, Ruby Newell-Legner #CustomerWOW
  • 17.
  • 19. The more you know about your customers and their needs…
  • 20. The more you know about your customers and their needs… the more of an asset you are to both the company, and your customers.
  • 21. “ Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves.” Steve Jobs, Co-founder of Apple #CustomerWOW
  • 22.
  • 23. 75% of customers believe it takes too long to reach a live agent. Harris Interactive, Customer Experience Impact Report #CustomerWOW
  • 24.
  • 25.
  • 26. Show the customers that you aren’t a
  • 27. “ The goal as a company is to have customer service that is not just the best but legendary.” Sam Walton, Founder of Wal-Mart #CustomerWOW
  • 28.
  • 29. 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience. American Express Survey, 2011 #CustomerWOW
  • 30. GET TO KNOW YOUR CUSTOMERS!  
  • 31. Having an open dialogue with your customers is key…
  • 32. Having an open dialogue with your customers is key… …but at the end of the day it’s how you make people feel that matters the most.
  • 33. “ A man without a smiling face must not open a shop.” Chinese Proverb #CustomerWOW
  • 34.
  • 35. 68% of customers leave because they were upset with the treatment they received whilst speaking to customer service. US Chamber of Commerce #CustomerWOW
  • 36. Nobody likes being lied to.
  • 37. A customer can’t expect anything more   than the truth.
  • 38. When you maintain an open dialogue with your customers and keep them informed at all times,
  • 39. When you maintain an open dialogue with your customers and keep them informed at all times, you’ll earn your customer’s commitment to your company.
  • 40. “ When a customer comes first, the customer will last.” Robert Half #CustomerWOW
  • 41.
  • 42. It costs 6-7 times more to acquire a new customer than retain an existing one. Bain & Company #CustomerWOW
  • 43.  
  • 44. Even a half-baked idea might have a kernel of greatness to be extracted.
  • 45. “ Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.” Zig Ziglar, Author and Motivational Speaker #CustomerWOW
  • 47. 24% of American adults have posted comments or reviews online about the product or services they bought. Jim Jansen, Pew Research Center's Internet and American Life Project, 2010
  • 48. The more you know, the more of an asset you are to our customers…
  • 49. The more you know, the …take every more of an moment you asset you are to our can to expand customers… your knowledge base when it comes to the product.
  • 50. “ Loyal customers…they don’t just come back, they don’t simply recommend you. They insist their friends do business with you.” Chip Bell, Founder Chip Bell Group #CustomerWOW
  • 51.  
  • 52. Only 12% of the average marketing budget is spent on customer retention. McKinsey #CustomerWOW
  • 53. Your support team is the closest connection between your customers and the company.
  • 54. It’s your responsibility to bring any problems they might be having to light.
  • 55. “ Your most unhappy customers are your greatest source of learning.” Bill Gates, Founder of Microsoft #CustomerWOW
  • 56.  
  • 57. For every customer who bothers to complain, 26 other customers remain silent. White House Office of Consumer Affairs #CustomerWOW
  • 58. Be sure to LISTEN to their problem and take time to understand how the issue is impacting their work.
  • 59. Often you may find alternative solutions to help them and if not…you have
  • 60. Often you may find alternative solutions to help them and if not…you have MORE information to help be their advocate
  • 61. Often you may find alternative solutions to help them and if not…you have MORE information to help be their advocate
  • 62. “ Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.” Donald Porter, VP of British Airways #CustomerWOW
  • 63.
  • 64. 71% of business leaders believe that customer experience is the next battleground. Shaw & Ivens #CustomerWOW
  • 65. Use the information relevant to the given support situation when looking for a solution.
  • 66. “ Although your you give bad won’t love it if customers service… …your competitors will. Kate Zabriskie #CustomerWOW
  • 67.   Not all customers are
  • 68. Companies that resolve a complaint in the customers’ favor will do business with them again 70% of the time. Lee Resources #CustomerWOW
  • 69.  
  • 70. While that does mean we deal with a lot of angry people…
  • 71. While that does mean we deal with a lot of angry people… …just remember that for every one angry customer there are ten more that love everything about what we do.
  • 72. “ Be everywhere,never everything and do fail to astonish the customer.” Macy’s Motto #CustomerWOW
  • 73.  
  • 74. 42% of customers complaining in social media expect a 60-minute response time. The Social Habit #CustomerWOW
  • 75. Strive to help each customer as quickly and efficiently as possible without undermining the quality of the support experience.
  • 76. Reducing the time it takes to assist a customer directly… reduces the time other customers must wait.
  • 77. “ The longer you wait, the harder it is to provide outstanding customer service.” William H. Davidow #CustomerWOW
  • 78.
  • 79. 83% of the complaints that received a reply liked or loved the fact that the company responded. Maritz Research and evolve24 #CustomerWOW
  • 80. We’ve all been in a rough support situation before.
  • 81. We’ve all been in a rough support situation before. If I don’t get a support rep on the phone right now…I think I’m just going to snap.
  • 82. Put yourself in the shoes of the customer when you take their case. Your empathy will show, and they’ll certainly appreciate it.
  • 83. “ To understand the man, you must first walk a mile in his moccasin.” Native American Proverb #CustomerWOW
  • 84. What companies have mastered Customer WOW?
  • 85. Check out their promise to customers Happy customers all around
  • 86. Bonobos’s support team are called the “Bonobos Ninjas” Unhappy customer met with an apology and answer. Crisis averted. Ninjas prevail.
  • 87. SmugMug’s support team is called the “SmugMug Happy Heroes” customers from all sides
  • 88. Click Here for a Free Customer Service Kit from Desk.com! •  Keep track of where your conversations are with clients •  Easy-to-find data all in one Universal Inbox •  Easily manage tickets and priorities