Dr. Natalie's 7 Steps to Great Customer Experiences With ZenDesk

@DrNatalie Petouhoff (Pet-a-dog)
@drnatalie
www.DrNatalieNews.com

2
Wondering how to take your take your
social customer experience / customer service
initiatives to the next level?
• Do more of the right things
• Put structure around what is unstructured
• Benchmark “As Is”
• Create a strategy and plan
• Track the progress
• Gather the right metrics
• Create and sustain a world-class customer experience?

How do you know when you
are doing the best you can?
Customer Experience Capability Calculator

LISTEN = 100
LEARN = 200
ENGAGE = 300
INTEGRATE = 400
OPTIMIZE = 500
What’s
your
score?

We a way
to Bring
THE
CHAOS
TO
ORDER
@drnatalie

5

•  Where are we on the Social Media / Customer
Experience Adoption Curve?
•  What steps do I take to get to the next level?
•  How do I justify these next steps?”

Customer
Experience
Assessments

•  An objective assessment
•  Recommendations
•  Short & long term strategic
•  Short & long term tactical plan
Determine where you are compared to best
practices & your competitors…
Social

Media
/

Customer

Experience

Capability

Report

You get…
Top
Brand

With
your
scorecard,

You’re
ready
to
go
to
the
next
level…

Customer
Experience
Capability
Score
Level

Step
1:
Gather
Insights
by
Monitor
&

Listening

200
Learn

Step
2:
CreaCng
a
Measurement
Program
100
Listen

Step
3:
Finding
Your
Audience
300
Engage

Step
4:
CreaCng
Engaging
Content
200
Learn

Step
5:
Designing
SCcky
InteracCons
200
Learn

Step
6:
Stop
the
PoliCcs;
Gain
Org

Alignment

100
Listen

Step
7:
Iterate
and
Pivot
100
Listen

You’ll
be
in
a
leadership
posiCon…

5

•  Clear
answers
and
strong
guidance

•  A
disCncCve
voice

•  A
compeCCve
advantage

Step
1:
Gather
Insights
by

Monitor
&
Listening

Step
4:
CreaCng

Engaging
Content

Step
3:
Finding
Your

Audience

Step
5:
Designing

SCcky
InteracCons

Step
6:
Stop
the
PoliCcs;

Gain
Org
Alignment

Step
2:
CreaCng
a

Measurement
Program

Need
a
Strategy
for

Digital
Customer
Experience
/
Customer
Service

9

Based
on
the
UCLA
Course

7
Steps
To
Fast
Track
Success

Step
7:
Iterate
and
Pivot

Social Customer Experience Strategy
Step 2:
Measurement
Step 3:
Audience
Level 4:
Content
Step 5:
Interaction
Level 6:
Organizational
Alignment
Step
1:
Gather
Insights
by

Monitoring
&
Listening

Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved
The
problem
is:

“…they
suffer
from
the
Rodney
Dangerfield
Affect…

…
They
don’t
get
enough
respect…

…They
are
not
empowered
with
budget
and
resources

to
make
the
changes
they
know
they
want
to
&
the

company
needs
to
make…

…Don’t
have
the
support
of
execuCve
management…”

Step 2:
Measurement
Step 3:
Audience
Level 4:
Content
Step 5:
Interaction
Level 6:
Organizational
Alignment
Step
1:
Gather
Insights
by
Monitoring
&
Listening

Social
Media
is
a
game
changer!

The
diﬀerence?


Step 2:
Measurement
Step 3:
Audience
Level 4:
Content
Step 5:
Interaction
Level 6:
Organizational
Alignment
Step
1:
Gather
Insights
by
Monitoring
&
Listening

Social
Media
is
a
game
changer!

The
diﬀerence?

We
call
it
the
Witness
Factor™!


GO BACK IN TIME…
PEOPLE WERE PREDICTING THIS…
There would be…
A place in time
Where the customer‘s voice
The employee’s voice
Would start to mean something…
And there would be an enabling technology
We are here now…
This is your opportunity as businesses…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights ReservedCopyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved

MANY SCHOLARS
HAD ADVOCATED TO
LISTEN TO
CUSTOMERS,
EMPLOYEES,
PARTNERS…
As an engineer I…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
GO BACK FURTHER…


Step 1: Gather Insights by
Monitoring & Listening

Step
1:
Gather
Insights
by
Monitoring
&
Listening

Does
the
company:

•  Use
social
media
monitoring
tools?

•  Do
they
listen
to
the
word-‐of-‐mouth
in
social

networks?

•  What
do
they
do
with
informaCon
they
learn?


Step
1:
Gather
Insights
by
Monitoring
&
Listening

Most
everything
the
business

needs
to
know…

•  What’s
working

•  What’s
not
working

•  What
would
be
beZer
if…

Can
be
seen
in

social
networks…


•  What are customers saying about
your company?
•  What did you learn “Would be
better if…” – from the customer’s
point of view?
•  What are your CSAT- type scores
telling you?

Step
1:
Gather
Insights
by

Monitoring
&
Listening


Step
1:
Gather
Insights
by
Monitoring
&
Listening

Best
PracCces
are:

•  Using
real-‐Cme
monitoring
data
to

manage
the
business

•  Share
that
informaCon
with:

•  ExecuCves
(CEO,
COO,
VPs,
Directors…)

•  FuncConal
Department
leads
in
all

departments

•  PR,
MarkeCng,
Sales,
Service,

ProducCon
InnovaCon,
Back
Oﬃce…

•  A
digital
dashboard
for
real-‐Cme

monitoring,
listening,
interacCon,

engagement


Step
1:
Gather
Insights
by
Monitoring
&
Listening

Agents…

•  You’ve
always
been
on
the
front
line

•  You’ve
always
heard
the
voice
of
the

customer

•  Know
you
how
important
you
are

•  Think
about
working
at
a
place
that

cares
about
the
customer

•  Vote
with
your
feet


The
problem
is
oYen:

“…
Measure
the
wrong
things…

…Drive
the
wrong
behaviors:
AHT…

…
Haven’t
set-‐up
measurement
program
to
give

aLribuCon
to
social
media…

….Don’t
know
how
to
measure
social
media…”

Step
2:
CreaZng
a
Measurement
Program


Best
pracCces
means
having:

•  Clear
objecCves,
goals,
outcomes

•  Building
business
cases

•  A
Measurement
pracCce:

•  Eﬃciency
&
EﬀecCveness
of

•  TradiConal
customer
care

iniCaCves
(phone
/
email…)

•  InteracCve,
social,
mobile…

•  Can
calculate
the
ROI
(Return

on
the
Investment)

Step
2:
CreaZng
a
Measurement
Program

Step
2:
CreaCng
a

Measurement
Program


THE
MAKINGS
OF
A

GREAT
BUSINESS?

1.
LISTEN
TO
YOUR
EMPLOYEES
&

CUSTOMERS…

2.
CONNECT
PEOPLE

WHO
MAKE
DECISIONS

WITH
PEOPLE
WHO

KNOW
THE
ANSWERS


How would you calculate ROI?
of customer feedback…
of employee feedback…
Chalk it up to the “Witness” factor
ROI
=
Beneﬁts
-‐
Costs
x
100

Costs

What are the benefits of
Creating products & services
with input from the “crowd”
Creating products customers asked for means…
•  Reducing the cost of PR & Marketing
•  Increasing the lead conversion rates
•  Reducing the cost of sales
•  Reducing returns and/or churn
•  Increasing customer lifetime value
•  Reduced employee attrition
•  Increased employee productivity
The So What is…

AND
Because the customer:
-  Feels heard
-  And they are getting what they need and want…
-  They have ownership towards a company’s
product / services because they had input into
-  Having their voice heard / being acknowledged
drives engagement…
–  Increased positive online ratings
–  Increased customer loyalty
–  Increased customer advocacy
–  Increased customer referrals via WOM
–  Increased sales
Chalk it up to the “Witness” factor

We
help
companies
calculate
the
ROI

of
things
they
thought
were
too
squishy
or
couldn’t
be
calculated

ROI
of
Human

Capital

InnovaZon

Social
Media…

With
Dynamic

ROI
Visualizer

Calculators

&

Dashboards…


The
problem
is…

“…Have
not
idenCﬁed
and
established

relaConships…

…With
key,
target
audiences…

…To
drive
beLer
customer
experiences
&

loyalty,
advocacy
and
referrals…”

Step
3:
Finding
Your
Audience


Best
PracZces
are
to:

•  Create
a
brand
persona

•  Deﬁne
the:

•  CharacterisCcs

•  Behaviors

•  Personality

Step
3:
Finding
Your
Audience


Best
PracZces
are
to…

•  Have
Social
IdenCCes
in
the
contact

management
/
customer
record

system

•  Study
their
target
audiences

•  Values,
biases,
agtudinal
behaviors,

psychographics,
moCvaCons
and
social

•  Always
uses
this
informaCon
when

interacCng
with
them

•  To
make
the
interacCons
or
events
or

oﬀerings
relevant
to
them

Step
3:
Finding
Your
Audience

Customer

Name


Best
PracCces…

The
interacCons
are
so

meaningful
that
it
creates
a

galvanizing
bond…

…And
Brand
Ambassadors

•  Answer
quesCons

•  Defend
the
brand
when

an
online
crisis
starts
to

brew…

Step
3:
Finding
Your
Audience


The
problem
is
that
the
content…

“…
is
not
relevant…

….Does
not
help
customers
get
what
they
need…

…
Doesn’t
answers
quesCons,
provide
help,
how-‐to’s…

…
and
the
format
and
distribuCon
are
not
eﬀecCve…”

Step
4:
CreaZng
Engaging
Content


Some
companies
create
content

•  Based
only
on
what
they
think
the

customer
needs

•  The
answers
are
staCc
FAQs

•  And
they
only
update
the
knowledge

base
once
a
month,
resulCng
in
limited

success
with
self-‐service

•  And
customer’s
ﬁgure
that
out
and
call

instead….

Step
4:
CreaCng

Engaging
Content

Step
4:
CreaZng
Engaging
Content


Best
PracZces
are
to:

•  Use
the
info
in
online
interacCons
on
Facebook,

TwiZer,
Blogs,
Forums,
etc…
to
create
answers
/

informaCon

•  Populate
this
content
in
dynamically
updated
FAQs,

arCcles,
online,
customer-‐facing
knowledge
base

arCcles,
in
forums…

•  Provide
customer
service
agents
with
quick
access

to
the
same
informaCon

•  Use
this
content
to
drive
beZer
self-‐service

Step
4:
CreaZng
Engaging
Content


Best
PracZces
are
to:

•  Assure
the
content’s
delivery
is:

•  Consistent

•  Repeatable

•  Engaging

•  Entertaining

•  Make
sure
format
of
the
content
works

on:

•  PC,
MACs…

•  All
standard
browsers:
Safari,
Internet
Explorer,

FireFox,
Chrome,
etc…

•  Most
popular
smart
phones
&
tablets…
Step
4:
CreaCng

Engaging
Content

Step
4:
CreaZng
Engaging
Content


The
problem
is
that
the…

“…
technology,
plaPorms
and
systems…

…
use
to
interact
with
customers…

…to
deliver
content,
capture
feedback
and

enhance
interacCons…

…
falls
short…”

Step
5:
Designing
SZcky
InteracZons


Some
companies
have
a:

•  Home-‐grown
customer
contact

record
&
CRM
database

•  With
no
ability
to
interact
in
social,

mobile
or
interacCve
channels

Step
5:
Designing
SZcky
InteracZons

Step
5:

Designing
SCcky

InteracCons

And
oken
the
channels
were

designed:

•  From
the
company’s
point
of
view

•  Not
from
creaCng
a
customer-‐centric

customer
experience


How
extensive
and
well
developed
is
the
delivery
of

customer
care
and
customer
experience?

Step
5:
Designing
SZcky
InteracZons

•  TradiConal
customer
service
channels
like

phone,
email,
fax,
self-‐service…

•  InteracCve
care,
including
chat
and
click-‐to-‐chat,

desktop
screen
sharing…

•  Mobile
capabiliCes,
interacCve
service,
SMS

(text)…

•  Social
channels,
TwiZer,
Facebook,
Pinterest,

etc…

What
are
the
Customer
SaZsfacZon
Scores?

What
level
is
the
integraCon
of
channels
and
interacCons?

•  One
view
of
the
customer
record

•  Agent
can
see
the
other
channels
the
customer
has
interacted

with…

Step
5:
Designing
SZcky
InteracZons

Best
pracCces
are:

•  Do
a
“day-‐in-‐the-‐life-‐of”
a

customer
service
agent

•  Know
how
technology
affects

the
agent’s
producCvity,
agtude

and
aZriCon

•  Conduct
customer
life-‐cycle

mapping

•  Know
how
efficient
or
effecCve
the

customer
experience
is

•  Increase
agent’s
producCvity,
enable
a

posiCve
agtude
&
reduce
aZriCon

Step
5:
Designing
SZcky
InteracZons


Best
pracCces
are
choosing
technology:

•  A
universal
queue
to
route
all
types

of
interacCons
to
the
desktop
–

including
social

•  A
uniﬁed
desktop
to
handle

interacCons:

•  TradiConal
(phone/
email)
and

•  InteracCve
(chat,
click-‐to-‐call,
desktop

screening
sharing)

•  Social
media

•  Agent
has
a
record
of
all
the
channels

a
customer
has
previously
interacted

with
the
company
so
the
customer

does
not
have
to
repeat
their
story

Step
5:
Designing
SZcky
InteracZons

Empower
Your
Agents


The
problem
is…

“…
No
established
personnel,
model,

commiLee,
group,
task
force
to
create
a

social
media
policy…

…No
training…

…Single
individuals
in
various
departments:

•  Are
taking
it
upon
themselves

•  Are
the
force
behind
interacCng
with

customers
in
social
media…”

Step
6:
Stop
the
PoliZcs;
Gain
Org
Alignment


Step
6:
Stop
the
PoliZcs;
Gain
Org
Alignment

Best
pracZces

•  Conduct
a
social
media
readiness

assessment

•  Have
execuCve’s
champion

strategies,
plans,
resources
&

budget
to:

•  Drive
cross-‐funcConal
collaboraCon

•  Designate
community
managers
&

agents
to:

•  Interact
with
target
audiences
on

all
presences

•  Answer
customer’s
comments,

concerns
&
quesCons

•  Resolve
/
respond
in
a
ways
that

enhance
engagement


Step
6:
Stop
the
PoliZcs;
Gain
Org
Alignment

Best
pracZces

•  Oﬀer
social
media
training

•  Especially
Gen
X
&
Gen
Y

•  They’ve
never
not
been
connected

•  Make
sure
to
work
with
Legal

•  Provide
at
least
a
1
hour
compliance
training


Best
pracZces…
in
case
of
a
crisis,
have

the
following
in
place:

•  Digital
defense
preparaCon
plan

•  Digital
defense
response
plan

•  Digital
defense
maintenance
plan

•  Crisis
communicaCons
planning
and

messaging/
on/oﬀ
line

• 
Issues/crisis
"dark
sites”

•  Digital
crisis
educaCon

•  Online
media
&
blogger
relaCons
/outreach

•  Post-‐crisis
SEO
and
SEM

•  Digital
defense
content
producCon

Step
6:
Stop
the
PoliZcs;

Gain
Org
Alignment

Step
6:

Stop
the

PoliCcs;
Gain

Org
Alignment


The
problem
is…

“…They
don’t
conCnually
iterate
their
policies

and
procedures…

•  Around
people,
processes
and
technology

•  Or
pivot
to
make
conCnuous,
measurable

improvements

•  To
reach
business
goals

•  While
staying
in
compliance
and

•  Providing
a
great
customer
experience…”

Step
7:
Pivot
&
Iterate:
Update
Social
Media
Scorecard
&

OpZmize
Goals
&
Plan


Best
pracCces

•  Customer
Service
ExecuCves
work
directly

with
the
CEO
&
COO

•  Develop
a
scorecard
that
impacts:

•  Customer
Service

•  ObjecCves
and
goals
of
the
rest
of
the

company

•  The
ExecuCve
Team’s
decisions

•  Pivot
to
make
conCnuous,
measurable

improvements

Step
7:
Pivot
&
Iterate:

Update
Your
Social
Media

Scorecard
&
OpZmize
Goals
&
Plan
Step
7:
Pivot
&
Iterate:

Update
Your
Social
Media

Scorecard
&
OpZmize
Goals
&

Plan


Customer
Experience
Assessments

•  An
objecZve
assessment

•  RecommendaZons

•  Short
&
long
term
strategic

•  Short
&
long
term
tacZcal
plan

Determine
where
you
are
compared
to
best

pracZces
&
your
compeZtors…

Social

Media
/

Customer

Experience

Capability

Report

You
get…

Top

Brand

@drnatalie

www.DrNatalieNews.com

@drnatalienformaCon
Call:

310.919.8467
or
310.709.5519

THANK
YOU

And
don’t
forget
to
show

Your
customers
you
care

Dr. Natalie's 7 Steps to Great Customer Experiences With ZenDesk

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