Using Metrics to Guide Your Customer Service Adventure

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Using Metrics to Guide Your Customer Service Adventure

  1. 1. Using Metrics to Guide Your Customer Service Adventure Aaron Help Team @aaron_wheeler Wheeler Leader, Moz
  2. 2. MOZ @aaron_wheeler @aaron_wheeler
  3. 3. Let About @aaron_wheeler Me An Tell You Adventure
  4. 4. I @aaron_wheeler woke up at my desk in befuddled state... a
  5. 5. What Do We 11,000 customers 5,000 customers @aaron_wheeler Do?
  6. 6. Our Inventory GOALS 1.? 2.?? 3.??? KPIS ? ? METRICS ? ? ? ? TARGETS ? @aaron_wheeler ? ? http://www.kaushik.net/avinash/web-analytics-101definitions-goals-metrics-kpis-dimensions-targets/
  7. 7. Goals Let’s rescue the village! The @aaron_wheeler reason the team exists
  8. 8. KPIs We’ll need to slay dragons to do that. The primary metrics evaluate @aaron_wheeler used progress to
  9. 9. Targets We’ll slay at least 9 out of every 10 dragons. Your @aaron_wheeler KPI goals
  10. 10. Metrics There are 20 dragons, yo! Numbers @aaron_wheeler used to measure anything
  11. 11. Defining Goals HINT: There’s no oals niversal g u or KPIs @aaron_wheeler
  12. 12. Defining ✦ @aaron_wheeler Goals ur Who are yo customers?
  13. 13. Defining Goals ✦ ✦ @aaron_wheeler ur Who are yo customers? ou What are y selling?
  14. 14. Defining Goals ✦ ur Who are yo customers? ✦ ou What are y selling? ✦ @aaron_wheeler r Who is you company?
  15. 15. @aaron_wheeler @aaron_wheeler http://moz.com/rand/diving-deep-on-tagfee/
  16. 16. Defining Scare Harry wand @aaron_wheeler and and Goals borrow inheritance his
  17. 17. Our Goals Moz 1. Provide 2. 3. @aaron_wheeler recommendable Instill Scale customer cost service perspective versus customers
  18. 18. Developing Make @aaron_wheeler progress KPIs measurable
  19. 19. Developing Moz Provide @aaron_wheeler Goal KPIs 1: recommendable service
  20. 20. KPIs for Recommendations KPI: delighted Target: @aaron_wheeler 90% customers/week delighted http://svy.mk/GUHuUY
  21. 21. KPIs for Recommendations KPI: tweets/week Target: @aaron_wheeler 7 tweets http://bit.ly/1cJwBCh
  22. 22. KPIs for Recommendations Reply Less Less than than 10 8 Time minutes for hours for Happy 20% 100% Packs 8/agent/month Monthly 40 @aaron_wheeler chats, Agent Equality 350 emails, replies 10 forum
  23. 23. Developing Moz Instill @aaron_wheeler Goal customer KPIs 2: perspective
  24. 24. KPIs for Customer Perspective KPI: % Target: @aaron_wheeler participation 90% of in HTU employees/year http://bit.ly/1aiE98W
  25. 25. KPIs for Customer Perspective KPI: % Readership Target: @aaron_wheeler 50% of Digest readership
  26. 26. Developing Moz Scale @aaron_wheeler cost Goal KPIs versus 3: customers
  27. 27. KPIs for Scaling Costs 20,000 customers 11,000 customers 5,000 customers KPI: tickets/customer/month Target: @aaron_wheeler quarterly decrease 26,000 customers
  28. 28. KPIs for Scaling Costs KPI: questions/customer/month Target: @aaron_wheeler monthly decrease
  29. 29. Share @aaron_wheeler & Get Buy-In
  30. 30. Test @aaron_wheeler Different Strategies
  31. 31. Now @aaron_wheeler let’s get here! outta
  32. 32. Forest of 1.Forest of Phone Calls Phone Calls 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  33. 33. We heard a flurry of furious phone calls... @aaron_wheeler
  34. 34. The Battle to End Phone Support “What’s Seo and how do I get some?” Quest: Replace with links phone messaging to Help Hub Achievements: Fewer calls, more chats, faster reply times @aaron_wheeler
  35. 35. The Battle to End Great @aaron_wheeler Phone Scott! Support
  36. 36. The Battle @aaron_wheeler to End Phone Support
  37. 37. The Battle @aaron_wheeler to End Phone Support
  38. 38. The Battle to End Phone Support January: 542 Calls March: 152 Calls 75 @aaron_wheeler percent reduction!
  39. 39. The Battle to End Phone Support January: 542 Calls March: 152 Calls SUCCESS! 75 @aaron_wheeler percent reduction!
  40. 40. Mountains 1.Forest of Phone Calls of Chat Skeptics 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  41. 41. Our coffer ran dry! Could we afford live chat in the sales funnel? @aaron_wheeler
  42. 42. The Quest: Add Quandary of Chat Affordability live chat to the sales funnel Achievements: Increase conversions, decrease emails, increase satisfaction @aaron_wheeler
  43. 43. The Quandary of Chat Affordability What would it cost? How much demand is there? What does it get us? @aaron_wheeler
  44. 44. The Quandary of Chat Affordability How much demand is there? @aaron_wheeler
  45. 45. The $ 200/mo $ 4,000/mo Quandary of Chat Affordability = chat = 1 cost agent cost ---------4,200/mo = cost of 500/mo $ = chat volume = chat time average = chat time average/month x 10m 160 hours of chat average ---------80h/mo What would it cost? @aaron_wheeler
  46. 46. The Quandary of Chat Affordability 4,200/mo = cost of 80h/mo $ = chat time 160 hours of chat average/month ---------- $ 2,100/mo What would it cost? @aaron_wheeler
  47. 47. The Quandary of Chat Affordability Do it! @aaron_wheeler
  48. 48. The = chats/mo 500 x Quandary of Chat Affordability = chat 1/10 conversion rate -----50 chat $1000 = LTV x = chat 50 conversions/mo of a customer conversions -----WAY MORE THAN $2000!!! What do we get? @aaron_wheeler
  49. 49. The = chats/mo 500 x Quandary of Chat Affordability = chat 1/10 conversion rate -----50 chat $1000 = LTV x = chat 50 conversions/mo of MORE @aaron_wheeler customer conversions SUCCESS! -----WAY a THAN $2000!!!
  50. 50. Wastes 1.Forest of Phone Calls of Apathy 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  51. 51. We @aaron_wheeler felt cold chills of apathy...
  52. 52. Reenergizing @aaron_wheeler the Apathetic
  53. 53. Reenergizing Quest: Use our people the Apathetic numbers listen! to make Achievements: Faster bug fixes, stronger products, fewer tickets @aaron_wheeler
  54. 54. Reenergizing @aaron_wheeler the Apathetic http://bit.ly/189Pnzm
  55. 55. Reenergizing @aaron_wheeler the Apathetic http://bit.ly/189Pnzm
  56. 56. Reenergizing @aaron_wheeler the Apathetic http://bit.ly/15zKvCL
  57. 57. Reenergizing Ticket @aaron_wheeler trends are the Apathetic interesting to engineers
  58. 58. Reenergizing @aaron_wheeler the Apathetic
  59. 59. Reenergizing @aaron_wheeler the Apathetic
  60. 60. Reenergizing @aaron_wheeler the Apathetic
  61. 61. Reenergizing the Apathetic SUCCESS! @aaron_wheeler
  62. 62. Begin 1.Forest of Phone Calls Quest! 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  63. 63. new haz Moz lz! too We tried to make an exciting announcement but it backfired. A horde emerges on the horizon... @aaron_wheeler
  64. 64. Final Battle: The Customer Hordes Quest: Release features and grow company without lowering customer happiness Achievements: fewer emails, more recommendations, @aaron_wheeler faster replies, less cost
  65. 65. Final @aaron_wheeler Battle: The Customer Hordes
  66. 66. Final Battle: Hire @aaron_wheeler one The month Customer before, not Hordes after
  67. 67. Final Battle: The Customer Hordes 20,000 customers 26,000 customers 11,000 customers 5,000 customers Self @aaron_wheeler help offers huge ROI
  68. 68. Final Battle: Visits Visits @aaron_wheeler The to to Customer Contact Hordes Form Submission Page http://google.com/analytics
  69. 69. Final Battle: The 1000 documentation - 500 visitor Customer Hordes visits contacts ---------500 quelled tickets 500 tickets = 1 You saved agent $4000/month! What do we save? @aaron_wheeler
  70. 70. Final Battle: The 1000 documentation - 500 visitor Customer Hordes visits contacts ---------500 quelled tickets 500 tickets = 1 You saved agent SUCCESS! $4000/month! What do we save? @aaron_wheeler
  71. 71. Range 1.Forest of Phone Calls of Leveling 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
  72. 72. Your Team Levels Up Quest: Grow team members and customer perspective at company Achievements: fewer hiring better products @aaron_wheeler costs,
  73. 73. Your Team Levels 80/20 Initial cost: time Hire $50,000 @aaron_wheeler Up another CS
  74. 74. Your $50,000 new $10,000 pp/year on $15,000 avg Levels Up CS / 5 for Team CSs -------- + Months to cost train to growth hire newbs -------‘Spensive! @aaron_wheeler http://business.time.com/2012/08/15/the-power-withinwhy-internal-recruiting-hiring-are-on-the-rise/
  75. 75. Your @aaron_wheeler Team Levels Up
  76. 76. Your Team Levels Up SUCCESS! @aaron_wheeler
  77. 77. Adventure Complete! 2.Mountains of Chat Skeptics 1.Forest of Phone Calls 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service For @aaron_wheeler now... KPIs Targets
  78. 78. Our @aaron_wheeler Quests are Hard
  79. 79. @aaron_wheeler
  80. 80. @aaron_wheeler
  81. 81. @aaron_wheeler
  82. 82. @aaron_wheeler
  83. 83. @aaron_wheeler

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