John rote of bonobos customer service - small biz summit 2012
John Rote @johnbonobos Small Business SummitLessons from a Customer Service Ninja
We started Bonobos to solve asimple problem: Guys needpants, but don’t like shopping.Our Fit Solution:• Anatomical, curved waistband• Mid-rise and tailored throughthe leg• Great fabrics• Attention to detail
But why did we go to the web? You can own the UX at a retail store, but employee turnover is high. Good margins, but it’s hard to open up lots of stores so growth takes time. You can wholesale your product, but then you don’t own the UX. Also, your margins are split in two, so prices go up. You could have catalogs and offer a great experience like LL Bean or Lands End by dealing directly with your customers. You can go online and controlthe customer experience and can grow really fast, but the margins aren’t great and you don’t control the product.
1People like it when a humangets back to them really quickly. Speed of Response Quality of Response Personality & Great Policies Friendliness
2Don’t keep your customerswaiting, even if you don’t have asolution ready for them yet. Hey David, Just wanted to check in and let you know that we’re still working on this. Sorry we don’t have an answer for you yet but we’ll figure this out and get back to you ASAP with a solution. Cheers, John
3It’s expensive to acquire newcustomers.PR is amazing if you can get The Net Promoter Question:it, but word of mouth is yourcheapest way to grow. “On a scale of 1-10, how likely are you to recommend BonobosGiven how costly it is to get to your friends, family, and co-customers, take every workers?”opportunity to turn them intopromoters and don’t lose themover something silly.
4Any touch point with your • Customer Servicecustomers is capable of adding • Packing Slipvalue. • Packaging • Hold Music • Return Label Form • Fine Print on Policies • Answering Machine Message • Order Confirmation Email • An Error Page
6If your phone rings, pick it up.Not being on twitter andfacebook is like ignoring aringing phone. Twitter Facebook Email Phone
7You can’t be good at everything.But you can pick what you’regoing to be good at and whatyou’re going to let slip, so makea conscious, strategic decision.
8 NINJA RECRUITING STEPS Customer Service Email TestInterview & hire people for the Phone Screenjob they’re going to do on Day 1. Day 1 – 1x1 Interviews with 2 NinjasMake people fight to do Day 1 – 1x1 Interview with non-Ninjacustomer service. Manager Day 1 – Group/Social Interview with 2-3 Ninjas Day 2 – Interview with a VP Day 2 – In-person Service Test with a group of Ninjas Day 2 – Final Interview Waiting Period, Job Offer
9Ask people how their day isgoing. If you see an opening, digaround a little bit and get toknow somebody.
10Focus on your customers,not on your competition.
11The most lasting competitiveadvantage is extreme trust.