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The customer journey mapping workshop (Relate Live London)

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Customer Success Team, Zendesk
If customer loyalty is one of your strategic metrics, think about how hard you make customers work. This 80-minute hands-on workshop will provide you with the tools to evaluate–and then minimize– your customers’ effort. 2016 is all about the effortless experience.

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The customer journey mapping workshop (Relate Live London)

  1. 1. #RelateLive
  2. 2. #RelateLive Journey Mapping Customer Effort
  3. 3. Sary Stefanki Zendesk Sr. Director, Global Customer Success Mike Zinne Zendesk VP, Global Customer Success
  4. 4. Reducing the effort your customers have to put into a relationship is extremely important.
  5. 5. The Effortless Experience There’s something to it
  6. 6. 96% of customers that had high-effort experiences reported being disloyal. Only 9%of customers with low-effort experiences report being disloyal. Only 1%of all customers with low-effort experiences said they’d spread negative word of mouth about the company. Compared with 81%of customers with high-effort experiences who said they’d do the same. Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.
  7. 7. What is Journey Mapping? Journey Mapping is a tool companies use to help them see what their customers truly experience – the real moments of truth and the ways in which customers go about achieving their needs.
  8. 8. What is Journey Mapping for Customer Effort? Journey Mapping for Customer Effort is a tool to identify where customers are expending too much effort to achieve their needs.
  9. 9. The company made it easy for me to handle my issue.
  10. 10. OK great. Where do we start? Well, with a customer journey, of course.
  11. 11. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  12. 12. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter
  13. 13. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  14. 14. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. nu Customer Since: 2010 alue: $10,050 rder Value: $150 nt: Style Gallery, eviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers.
  15. 15. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. e She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.”
  16. 16. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. eam her n. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. Meenu rocks her first date.
  17. 17. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  18. 18. Customer Effort Score v2.0 Question and answer more universally understood in testing Wording and layout allows for more natural inclusion in other surveys
  19. 19. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  20. 20. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  21. 21. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  22. 22. Find anomalies in scoring distribution Anomalies come in two forms: • A distribution that is significantly better or worse than the industry • Specific interactions that fall outside of a normalized distribution Scoring Best Practices
  23. 23. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  24. 24. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  25. 25. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  26. 26. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  27. 27. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  28. 28. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  29. 29. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5
  30. 30. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 es; e n’t ly FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.”
  31. 31. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  32. 32. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  33. 33. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  34. 34. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Customer asked to log in to website to enter chat
  35. 35. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Customer asked to log in to website to enter chat ? ?
  36. 36. Top Drivers of Disloyalty 4 out of 5 of are related to ‘effort’ • More than one contact • Repeating information • Perceived effort • Being transferred
  37. 37. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. Customer asked to log in to website to enter chat ? ?
  38. 38. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Customer asked to log in to website to enter chat ? ? Enable agents to solve low-risk tickets in social channel Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  39. 39. Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date. 5 Customer asked to log in to website to enter chat ? ? Enable agents to solve low- risk tickets in social channel Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program. Meenu FashionCo Customer Since: 2010 Lifetime Value: $10,050 Average Order Value: $150 Engagement: Style Gallery, Product Reviews, Facebook and Twitter Meenu shares the ‘Be the Buyer’ blog post with her social network. Meenu places two more orders over the course of the next 3 months. Meenu is asked out on date by a long-time romantic interest of hers. She orders 3 dresses as potential outfits for the date. The dresses arrive three days later. Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally item was her fave... FashionCo’s social team responds and invites her to a live chat session. FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon. Meenu posts “Thanks for making things right @ FashionCo” on FB. She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress before my big date.” Meenu rocks her first date.
  40. 40. The 4 Pillars Low effort companies minimize channel switching Low effort companies maximize next issue avoidance Low effort companies equip agents to engineer experiences Low effort companies empower employees
  41. 41. The Math of Loyalty More customers, more time More revenue per customer Improve Customer Retention Increase Lifetime Value
  42. 42. The Math of Loyalty Increase customer lifetime value # of customers % impacted current ltv % improvement ( )xx x ) (
  43. 43. The Math of Loyalty Increase customer lifetime value $1,250,000 500,000 # of customers 5% % impacted $500 current ltv 10% % improvement ( )xx x ) (
  44. 44. Key Takeaways Four-Up Effort is a key piece of loyalty1 2 3 4 Reducing effort for your customers can increase business value Journeymapping for customer effort is an approachable, effective tool to diagnose areas of effort Give it a shot!
  45. 45. #RelateLive

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