Excellence in Customer Service: The forgotten marketing strategy - MaRS Best Practices

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With company and brand reputations more transparent than ever, the importance of managing your company's customer service has never been more crucial.

Learn ways to identify the channels that can have the most dramatic effect on your company’s reputation. Find out how to build a solid strategy for customer service that will fuel growth.

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Excellence in Customer Service: The forgotten marketing strategy - MaRS Best Practices

  1. 1. Excellence in Customer Service The Forgotten Marketing Strategy
  2. 2. Excellence in Customer Service Mike Rossi Mohsen Hadianfard
  3. 3. Why Us?•  eCommerce Customer Loyalty Software –  Oversees over $300m/yr in transactions •  Partnerships:•  3000+ Paying Customers (Merchants)
  4. 4. No Outbound Sales
  5. 5. Keep Your Phone On @sweettooth
  6. 6. Agenda•  Benefits of Reputation•  Controlling Customer Experience•  Strategies Implemented at Sweet Tooth•  Measuring Effective Customer Service•  Building a Customer Service Culture
  7. 7. Our Reputation
  8. 8. Our Reputation
  9. 9. Benefits of Reputation
  10. 10. Our Reputation How do we control our reputation?
  11. 11. Our Reputation How do we control our reputation? Control the customer experience.
  12. 12. Controlling Customer Experience•  Determine Interaction Channels –  Where customers interact with the brand –  Ensure consistency•  Determine Reputation Channels –  Where customers can discuss their experience with your brand –  e.g. word of mouth, Twitter, review boards, etc.
  13. 13. Controlling Customer Experience•  Determine Interaction Channels –  Where customers interact with the brand –  Ensure consistency•  Determine Reputation Channels –  Where customers can discuss their experience with your brand –  e.g. word of mouth, Twitter, review boards, etc.
  14. 14. Interaction Channels•  Email•  Face-to-Face or Phone Conversation•  Website•  Support Portal•  Twitter
  15. 15. Sweet Tooth Interaction Channels
  16. 16. Sweet Tooth Interaction Channels
  17. 17. Sweet Tooth Interaction Channels Quick responses are essential!
  18. 18. Interaction Channel: Rogers
  19. 19. Interaction Channel Essentials•  Have a process for EVERY possibility•  Ensure consistent monitoring & responses –  Determine customer flow patterns•  Leave no channel unattended –  ALWAYS respond quickly –  Ask questions!
  20. 20. Tools for Interaction Management
  21. 21. Example: 37 Signals
  22. 22. Example: 37 Signals
  23. 23. Reputation Channels•  Twitter•  Review Boards•  Blogs•  Forums•  Word of Mouth
  24. 24. Sweet Tooth"Reputation Channels
  25. 25. Sweet Tooth"Reputation Channels
  26. 26. Reputation Channel: WestJet
  27. 27. Tools for Reputation Management
  28. 28. Quality of Interaction•  Always Respond Quickly –  Customer feels important –  Gives the impression of superior competence•  Always Ensure Needs Are Met –  Answer all questions/concerns –  Try Boomerang (for Gmail or Outlook)•  Provide the Unexpected –  Go above and beyond your promises –  Make it personal!
  29. 29. Quality of Interaction•  Always Respond Quickly –  Customer feels important –  Gives the impression of superior competence•  Always Ensure Needs Are Met –  Answer all questions/concerns –  Try Boomerang (for Gmail or Outlook)•  Provide the Unexpected –  Go above and beyond your promises –  Make it personal!
  30. 30. Quality of Interaction•  Always Respond Quickly –  Customer feels important –  Gives the impression of superior competence•  Always Ensure Needs Are Met –  Answer all questions/concerns –  Try Boomerang (for Gmail or Outlook)•  Provide the Unexpected –  Go above and beyond your promises –  Make it personal!
  31. 31. Our Strategies What We’ve Implemented at Sweet Tooth
  32. 32. A Customer Service Culture•  Create a Culture of Quality Service –  Make it a core value –  Lead by example
  33. 33. Story of Zappos•  Largest online shoe retailer (started 1999)•  Not profitable at first•  Sales: –  2000: $1.6 million –  2001: $8.6 million New Focus Customer Service –  2003: $70 million –  2008: $1 billion $1.2 Billion" Amazon•  Minimal advertising
  34. 34. Story of Zappos•  Delivering WOW through service –  “Prank Call” at 3am for pizza delivery in Santa Monica –  To Zappos customer service in Las Vegas
  35. 35. Video
  36. 36. Delivering the Unexpected
  37. 37. Our Strategy Follow the Zappos Example! (with our own twist)
  38. 38. Delivering WOW Through ServiceA fast response from Sweet Tooth after hours:
  39. 39. Sweet Tooth’s Strategies•  How did we go about implementing this? –  Our Culture –  Resources –  Building a Support Team –  Exceeding Expectations –  Making it Personal
  40. 40. Our Culture•  Leading by Example –  Customer Service is a priority for the whole company –  Customer Service attitude needs to come from the top!•  Good Reviews Emailed Company-Wide•  Peer-Reviewed Communications•  Constant Encouragement
  41. 41. Resources•  Phone / Chat•  Sandbox & Demo•  Knowledgebase –  Over 200 articles•  Community Forums•  Support Portal
  42. 42. Support Team•  Multi-Tiered Team of Agents•  Internal Wiki & Common Procedures•  Take Response Times Seriously –  90% of initial responses within an hour•  Until Customer Issue is Resolved: –  Constant updates –  Follow-ups
  43. 43. Exceeding Expectations•  Advertise Support During 9-5 Core Hours –  Available around the clock!•  Managing Expectations –  Sales Policies –  Support Policies –  Going above and beyond
  44. 44. Unhappy Customer….
  45. 45. Now Happy J
  46. 46. Make it Personal•  Not your typical service desk•  Learning about our customers•  Making friends with our customers•  Understanding their needs•  Being proactive –  Offering tips on effective reward campaigns –  Remembering who’s been struggling –  Keeping tabs on who asks for features/fixes
  47. 47. Sweet Tooth’s Strategies•  How did we go about implementing this? –  Our Culture –  Resources –  Building a Support Team –  Exceeding Expectations –  Making it Personal
  48. 48. Then What?•  Customer Service Strategy in Place•  Must Gauge Success•  Adjust and Improve
  49. 49. Gauging Customer Service Net Promoter Score (NPS)
  50. 50. Gauging our Success Using Net Promoter Score (NPS):How likely are you to recommend our brand to a colleague or friend?
  51. 51. Gauging our Success
  52. 52. NPS Benchmarks
  53. 53. NPS Benchmarks
  54. 54. Using Your NPS Score•  Your score is highly dependent on: –  Region –  Industry, customer base, etc.•  Useful to measure improvement•  Generally not productive to compare your NPS to competition
  55. 55. High NPS Companies
  56. 56. Alternate Metrics•  Customer Satisfaction•  Customer Happiness•  Tracking Referrals per Customer
  57. 57. Example: Dropbox
  58. 58. Example: 37 Signals
  59. 59. Example: 37 Signals
  60. 60. Example: 37 Signals
  61. 61. Strategies for Customer Service
  62. 62. Strategies for Customer Service•  Know your Channels –  Interaction channels –  Reputation channels•  Ensure NPS is measured –  Ask as many of your clients as possible –  Get feedback•  Provide Quality Interaction –  Quick responses – Always! –  Deliver the unexpected
  63. 63. Strategies for Customer Service•  Know your Channels –  Interaction channels –  Reputation channels•  Ensure NPS is Measured –  Ask as many of your clients as possible –  Get feedback•  Provide Quality Interaction –  Quick responses – Always! –  Deliver the unexpected
  64. 64. Strategies for Customer Service•  Know your Channels –  Interaction channels –  Reputation channels•  Ensure NPS is Measured –  Ask as many of your clients as possible –  Get feedback•  Provide Quality Interaction –  Quick responses – Always! –  Deliver the unexpected
  65. 65. Get Started Early•  Focus on Customers First!•  Amazing Product OR Amazing Support•  “The best time to plant a tree is 20 years ago – the second best time is today.”
  66. 66. A Customer Service Culture A culture of excellent customer service is one of the most effective marketing strategies.
  67. 67. A Customer Service Culture
  68. 68. Improve Your Company’s Customer Service 5 Things to Implement Today
  69. 69. 1. Build Your Team Culture Identify Your Core Values
  70. 70. 2. Establish Processes
  71. 71. 3. Implement SystemsBoomerang, Zendesk, Nutshell, etc.
  72. 72. 4. Track Everything
  73. 73. 5. Talk to Your Customers/Users
  74. 74. Q&A@sweettooth

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