What do Modern Retail Customers Expect from Customer Service
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Tom Keiser, COO, zendesk
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What do Modern Retail Customers Expect from Customer Service
- 1. What do modern retail customers expect from customer service? Staying relevant in the expectation economy
- 3. SFO ATL
- 5. waist 34” leg 34” shape straight -cut wash acid-stone Same brand Same size Same style
- 8. This is about feeling like a human being
- 9. We expect more from the companies we do business with
- 10. Anonymity does not beget loyalty
- 11. it’s all about meaningful customer satisfaction
- 12. Support Need to return this dress Marketing Still tries to sell you the same dress… Sales Bummed they didn’t sell the dress
- 13. Mark B ID- 84721-2 Member Since 3/15 Oct 18, 2017 Chat transcript Oct 19, 2017 Phone call Oct 15, 2017 In-store visit Omnichannel Agent View
- 14. See the human behind the ticket.
- 15. Retailers must do this To remain relevant and in business.
Editor's Notes
- Quick overview of your experience and how it brings you to today.
- I travel constantly for business And for my life. (208 flights from SF to Atlanta..) For 8 years I’ve made the same flight every other Friday and Monday. If I spend as much time on flights as at home, why can't my airline remember me? What would I really want Delta to do for me? (I just want to feel seen.)
- If we constantly do business, why don’t you really know me and why I travel?
- I wear jeans everyday for work and for life. For 8 years I’ve bought the same brand, size, and mostly style. The marketing they send me is wrong for me, including the wrong gender. If I consistently spend that much money and time on your product, why can’t you remember that I’m a guy? What size I am? What I’ve bought and when I will likely need to replace it? What is new that I might like?
- This is an example of how customer expectations continue to evolve in ways that have transformed every industry. Less about the food and more about the CX that you love.
- This slide does not begin to explain what is happening to the customer experience. But, that’s not what this is about. Old way. Support is cost center, Second to Mktg and Sales New way. Support is integrated with Mktg and Sales
- This is about feeling like a human being that is important to your company. And beyond that, I expect you to know things about me that I myself don’t understand. Contrast between fake nice and actually relevant customer service.
- Look. You are not dazzled. This is because I am not telling you anything new. We know this. Why aren’t we doing something about this? Why is this changing so slowly?
- This is not just about value, but about relevance. Companies cannot stay relevant if their customers are anonymous, faceless entities. Anonymity does not beget loyalty. Anonymity does not encourage customers to recommend you.
- Your business is now less about whatever you are selling and more about how you understand your customers: sales, marketing, and every part of the customer experience.
- Many customers feel siloed or fragmented with their customer experience, because the way customer support technology is built today makes them feel that way. Support is separate from sales is separate from marketing, stores are separate from ecommerce, etc. etc. etc. This should be a single, linear conversation. Example: support in apparel - I am returning this dress. (Marketing continues to try to sell you the same blouse - while sales thinks about selling but cannot help you.)
- 74% of customers use more than 3 channels to reach brands Moving from channel to channel - text back from voice. Adding new Channels. Remove channel barriers and enable seamless communication from within your product. Preferences may change, but staying on course with your customer’s journey will always be on trend.
- Conversations with customers should be seamless, and agents should see the human being behind the ticket.
- This is what a modern retailer must do to remain relevant, and ultimately in business.
- Fossil - 1984 - wanted one in the 1990’s - FScottFitzgeral -wearables - new type of customer. 5000 emails Google Play ! Fossil, famous for its fashion watches, was founded in 1984—well before the craze of FitBits, Apple Watches, and other digital, health-tracking wearables. But as consumers took the craze of smart watches, Fossil had to evolve, selling its own wearables products through its acquisition of Misfit. Great businesses have a second act. Now with more products (over 300) and new digital focus, they need to support their customers on all the channels they live. Fossil today receives more than 5,000 emails, chats, and web or mobile inquiries each week through Fossil’s support channels, brand partner sites, and the Google Play store, from wearables customers wondering how to pair or update their wearable with their device or watch. This spans over 14 different brands. All of this funneled into Zendesk where their support team can easily track, prioritize, and manage these interactions. So no matter where their customers reach out or which Fossil brand, every CX is seamless and consistent.
- Hi Bernie, welcome and thanks for being here: 1. How does Fossil think about customer experience today, and where do you envision it going in the future? 2. How have you seen expectations for customer experience change over the years? 3. Tell me a little about how Fossil got to know Zendesk. How did the relationship start? 4. What kind of values do you believe Fossil and Zendesk share and why is that important as a retailer? 5. In your experience, what are important parts of your business to look at when you are trying to modernize your customer experience? 6. When we’re talking about modern customer experience, it is more important than ever that we have one seamless conversation with the customer, how are you approaching this at Fossil? (Outbound?) 7. How do you see modern retailers conducting customer service in the next 10 years? Are there big trends or shifts in behavior you are excited about?