John Rote of Bonobos shared 13 lessons learned from building a successful customer service culture. Some key lessons include responding to customers quickly even without a solution; acquiring new customers is expensive so focus on turning them into promoters; any customer touchpoint can add value; invite and respond to feedback; and the most lasting competitive advantage is building extreme trust with customers.

1. John Rote
@johnbonobos
Small Business Summit
Lessons from a Customer Service Ninja

3. We started Bonobos to solve a
simple problem: Guys need
pants, but don’t like shopping.
Our Fit Solution:
• Anatomical, curved waistband
• Mid-rise and tailored through
the leg
• Great fabrics
• Attention to detail

4. 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.

6. 13
things we’re
learning

7. 1
People like it when a human
gets back to them really quickly.
Speed of Response
Quality of Response
Personality &
Great Policies Friendliness

8. 2
Don’t keep your customers
waiting, even if you don’t have a
solution 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

9. 3
It’s expensive to acquire new
customers.
PR is amazing if you can get The Net Promoter Question:
it, but word of mouth is your
cheapest way to grow. “On a scale of 1-10, how likely
are you to recommend Bonobos
Given how costly it is to get to your friends, family, and co-
customers, take every workers?”
opportunity to turn them into
promoters and don’t lose them
over something silly.

10. 4
Any touch point with your • Customer Service
customers is capable of adding • Packing Slip
value. • Packaging
• Hold Music
• Return Label Form
• Fine Print on Policies
• Answering Machine Message
• Order Confirmation Email
• An Error Page

12. 5
Invite feedback. Respond to it.

13. 6
If your phone rings, pick it up.
Not being on twitter and
facebook is like ignoring a
ringing phone. Twitter
Facebook
Email
Phone

14. 7
You can’t be good at everything.
But you can pick what you’re
going to be good at and what
you’re going to let slip, so make
a conscious, strategic decision.

15. 8 NINJA RECRUITING STEPS
Customer Service Email Test
Interview & hire people for the
Phone Screen
job they’re going to do on Day 1.
Day 1 – 1x1 Interviews with 2 Ninjas
Make people fight to do Day 1 – 1x1 Interview with non-Ninja
customer 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

16. 9
Ask people how their day is
going. If you see an opening, dig
around a little bit and get to
know somebody.

17. 10
Focus on your customers,
not on your competition.

18. 11
The most lasting competitive
advantage is extreme trust.

19. 12

20. 13
Say “please” and “thank you”.

21. Questions &
Feedback?
@johnbonobos
john@bonobos.com