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Fixing Customer Service

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This presentation provides detailed examples of typical problem areas that result in customer dissatisfaction and attrition in both for profit and not-for-profit organizations. This presentation focuses on the Fulfillment and Customer Service organizations.

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Fixing Customer Service

  1. 1. Copyright @ 2014, Ron Ryan & Associates, LLC
  2. 2. Our Focus This presentation targets rapidly growing organizations, both for-profit and not-for-profit, which are in the process of developing or improving their customer service function. Copyright @ 2014, Ron Ryan & Associates, LLC
  3. 3. Fulfillment Process Online Sales Process Sales Center or Retail Store Fulfillment Repeat Purchase Copyright @ 2014, Ron Ryan & Associates, LLC
  4. 4. Fulfillment Process Online Sales Process Sales Center or Retail Store Fulfillment Repeat Purchase Copyright @ 2014, Ron Ryan & Associates, LLC
  5. 5. Fulfillment Process Online Sales Process Sales Center or Retail Store Fulfillment Repeat Purchase Copyright @ 2014, Ron Ryan & Associates, LLC Common Problem Areas:
  6. 6. Fulfillment Process Online Sales Process Sales Center or Retail Store Fulfillment Repeat Purchase • Misleading or Inadequate Sales Descriptions • Confusing Delivery Process • Confusing Packaging, Paperwork, and Business Reply Envelopes • Unresponsive Customer Service or Support • Difficult or Complicated Returns Process • Inadequate Satisfaction Monitoring Copyright @ 2014, Ron Ryan & Associates, LLC Common Problem Areas:
  7. 7. Misleading or Inadequate Sales Descriptions  How customers interpret product descriptions depends on their:  Age  Sex  Region of Origen  Religion  Income Copyright @ 2014, Ron Ryan & Associates, LLC
  8. 8. Misleading or Inadequate Sales Descriptions Make sure product descriptions match the both demographic and the product. Copyright @ 2014, Ron Ryan & Associates, LLC
  9. 9. Misleading or Inadequate Sales Descriptions If online, find ways of replicating in-store experience. Copyright @ 2014, Ron Ryan & Associates, LLC
  10. 10. Misleading or Inadequate Sales Descriptions – Best Practice Best practice example - Lands End – Product Detail Copyright @ 2014, Ron Ryan & Associates, LLC
  11. 11. More Best Practices – Product Video Can Reduce Returns • One study found online video instruction guides reduced: • Returns (Up to 30%), and; • Customer support calls (As much as 50%). • Customers preferred videos to: • Calling 1-800 numbers (84%); and • Using printed user guides (95%). Video viewers are 1.81x more likely to make a purchase than consumers who do not view video. See: http://www.invodo.com/wp-content/ uploads/2014/04/Invodo_The_Video_Markete rs_Guide_Engage_Convert_With_Video.pdf and http://www.internetretailer.com/2011/03/07/product-videos- raise-purchase-likelihood-stacks-and-stacks Copyright @ 2014, Ron Ryan & Associates, LLC
  12. 12. Misleading or Inadequate Sales Descriptions Systematically review purchase, and payment terms, delivery methods and timing – no matter which channel you use. Copyright @ 2014, Ron Ryan & Associates, LLC
  13. 13. Confusing Delivery Process Manage delivery expectations at Point of Sale. Copyright @ 2014, Ron Ryan & Associates, LLC
  14. 14. More On Delivery Process Collaborate and integrate with shipping partners. Copyright @ 2014, Ron Ryan & Associates, LLC
  15. 15. More On The Delivery Process Delivery and installation experience can be a differentiator. Copyright @ 2014, Ron Ryan & Associates, LLC
  16. 16. More On The Delivery Process Develop a feedback loop to measure installation performance. Copyright @ 2014, Ron Ryan & Associates, LLC
  17. 17. Confusing Packaging, Paperwork, and Business Reply Envelopes Make Sure Paperwork And Signature Requirements are explained at Point of Sale Copyright @ 2014, Ron Ryan & Associates, LLC
  18. 18. Best Practice – Getting Paperwork Back Consider moving signature requirements online with e-signature process. Copyright @ 2014, Ron Ryan & Associates, LLC
  19. 19. Unresponsive Customer Service or Support Copyright @ 2014, Ron Ryan & Associates, LLC
  20. 20. Manage Post-sale Experience • Provide 800 numbers in delivery materials • Neutralize customer dissatisfaction with generous service and returns. • But track returns carefully to make sure you are building loyalty, not being taken advantage of. Copyright @ 2014, Ron Ryan & Associates, LLC
  21. 21. Typical Retail Return Rates By Merchandise Category Category Low Return Rate (%) High Return Rate (%) Business Products 1 5 Hard-Good Gifts 5 9 Home Decor 5 10 High-tech products 5 20 Casual Apparel 10 20 Shoes 10 30 Fitted Apparel 20 30 High Fashion 25 40 Apparel Source: F. Curtis Barry & Company in Using Logistics to Win in a Multi-Channel Retail World, White Paper, Federal Express, 2006. Copyright @ 2014, Ron Ryan & Associates, LLC
  22. 22. Difficult or Complicated Returns Process Online And Telesales Require Excellence In Managing Returns http://insight.kellogg.northwester n.edu/article/why_you_should_ac cept_returns Copyright @ 2014, Ron Ryan & Associates, LLC
  23. 23. Difficult or Complicated Returns Process Process Needs to be Hassle Free http://insight.kellogg.northwester n.edu/article/why_you_should_ac cept_returns Copyright @ 2014, Ron Ryan & Associates, LLC
  24. 24. Difficult or Complicated Returns Process Restocking Fees? Test tradeoffs between near-term restocking cost, retention, and conversion impacts. http://insight.kellogg.northwester n.edu/article/why_you_should_ac cept_returns Copyright @ 2014, Ron Ryan & Associates, LLC
  25. 25. Inadequate Satisfaction Monitoring A Complaint is a statement of dissatisfaction about any aspect of customer experience to anyone in your organization. Copyright @ 2014, Ron Ryan & Associates, LLC
  26. 26. Summary  Fixing fulfillment is about:  Listening to your customers.  Measuring and testing to validate their concerns.  Taking action to address the issue.  And tracking results.  Quite often it is easiest to work backwards from a complaint.  Developing a robust complaint tracking process is critical. Copyright @ 2014, Ron Ryan & Associates, LLC
  27. 27. Other Deep Dive Presentations Online Sales Process Call Center Fulfillment Repeat Purchase Copyright @ 2014, Ron Ryan & Associates, LLC

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