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Customer Education in the Digital Age

The digital age presents both opportunities and problems for companies. It compounds the importance of great customer support and customer education as customers are so easily able to move to competitor's offerings. This slide deck covers the content that was given in a talk at Customer Contact Expo 2014 by Fraser and Scott at Nickelled, (www.nickelled.com).

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Customer Education in the Digital Age

  1. 1. Customer Education in the Digital Age @nickelledapp #ccexpo14
  2. 2. About us... Fraser Deans (@fraserdeans) User Interface/Experience Design Designed customer support systems that allows online retailers to deliver orders in under 15 minutes Scott Collen (@shiftyhorse) Customer Discovery Marketer, believes in customer inclusive approach to product changes and engagement strategies
  3. 3. “In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.” Doug Warner #ccexpo14
  4. 4. Customer education is... Activity ● which teaches someone how to get more value out of your product or service #ccexpo14
  5. 5. Digital products and services will always need customer education ● #ccexpo14
  6. 6. Mental models are... Internal ● representations of the world surrounding us #ccexpo14
  7. 7. Designers build products for common mental models. ● This leads to a “required mental model” to use the product. #ccexpo14
  8. 8. Separation causes problems A B “Required mental model” for product Customer’s mental model #ccexpo14
  9. 9. Separation causes problems A B “Required mental model” for product Customer’s mental model #ccexpo14
  10. 10. Separation causes problems A “Required mental model” for product B Customer’s mental model #ccexpo14
  11. 11. Benefits of customer education... ● Customers understand how to use your digital service ● Increase customer lifetime value ● Increase average order value ● Increase conversion ● Reduce support costs ● Reduce churn ● Your customers love you more because you’ve made their lives easier #ccexpo14
  12. 12. Who’s responsible for it? Designers/Developers Marketers Customer support Digital Experience Team #ccexpo14
  13. 13. Natwest ● Social networking app Vine ● Vine let’s users create 6 second video clips ● Natwest created helpful videos to explain their online banking ● Not omnichannel ● Helps a specific demographic #ccexpo14
  14. 14. Gumtree ● Using Nickelled ● Educate their customers on the same code they use on their app ● No need to translate between different mediums ● Break the steps down into digestible contextual chunks ● Gathering data to improve ● Serving 27,000+ guides a month ● 88% user satisfaction
  15. 15. Amazon ● Improved eCommerce design to lower the knowledge barrier ● Reduce what the customer needs to know ● Reduce the steps where confusion could stem from ● Make it even easier for customers to achieve their goals
  16. 16. MailChimp ● MailChimp: SaaS email provider ● Animated gifs via email in advance ● Explain new design to maintain engagement ● Ensure customers know how to make the most of new features ● Using omnichannel technology ● Trusted advisor in their field More info: https://blog.mailchimp.com/showing-vs-telling-with-gifs/ #ccexpo14
  17. 17. Best practices Educate your customers... ● Across all the devices your service is accessible ● With omnichannel techniques ● Empower customers with great self-service tools ● Showing vs Telling ● Creatively Bonus tip: Think of your support channels as distribution channels. Education = marketing + customer service #ccexpo14
  18. 18. Developing your CE strategy Use the best techniques Measure and iterate to get your message #ccexpo14 across Understand your customers
  19. 19. ● Any Questions? Come see us after to chat more Nickelled, stand H25 @NickelledApp #ccexpo14

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