This document discusses best practices for customer service in the modern era. It outlines five levels of customer issues from critical failures to general feedback. It also discusses three main channels for customer communication: text, voice, and face-to-face. Finally, it provides five methods for resolving customer issues, focusing on apologizing, resolving the problem, offering refunds or discounts, giving freebies, and asking for advice to turn critics into advocates. The overall message is that excellent customer service is crucial for business success through positive word of mouth.

1. Customer Service
Levels, Channels & Methods. Expected practices for the modern era.

2. John O’Nolan
twitter.com/johnonolan
Who?

3. John O’Nolan
twitter.com/johnonolan
I’m an entrepreneur, graphic designer,
web designer, web developer, marketer,
speaker, writer, author and photographer.

4. John O’Nolan
twitter.com/johnonolan
I work for WordPress
UI Team Deputy

5. John O’Nolan
twitter.com/johnonolan
I work for WordPress
UI Team Deputy
I built a travel
blog for over at

6. John O’Nolan
twitter.com/johnonolan
I work for WordPress
UI Team Deputy
I built a travel
blog for over at
I built a travel
app for the new
aircraft

7. Customer service is more important
than marketing or advertising.

8. Customer service is more important
than marketing or advertising.
Using social media is not optional.

10. perfect
amazing
confusing
magic
Social media is not new
always right
complicated
different
everything

11. 1829

12. 1876

13. 1906

14. 1929

15. 1984

16. 2002

17. This is not about social media.

18. It’s about using modern tools
to communicate with customers.
It applies to everyone.

19. Social media is a tool
for communication

20. 3 Main Forms of
Business:Customer
Communication

21. 3 Main Forms of
Business:Customer
Communication
1. Making a Sale

22. 3 Main Forms of
Business:Customer
Communication
1. Making a Sale
2. Promotion

23. 3 Main Forms of
Business:Customer
Communication
1. Making a Sale
2. Promotion
3. Customer Service

24. Customer Service
Levels, Channels & Methods. Expected practices for the modern era.

25. Why is this important?

26. Word of Mouth

27. C U S T O M E R S E RV I C E
Levels

28. All customers are not equal.

29. 1. The Whole Thing is Failing
The core feature has broken - help now.
2. Money Money Money
Payment process problems.
3. A Real Problem
Thereʼs something wrong with the product.
4. A Fake Problem
Theyʼre using the product wrong.
5. Just Feedback
They just want to say hi.

30. Don’t treat all customers the same way.
Blanket solutions do not create happy customers.

31. Sacrificing quality for efficiency is inefficient.

32. Quality of service is what people talk about

33. C U S T O M E R S E RV I C E
Channels

34. 1. Text Based Services
Email, Twitter, Forums, Support Tickets
2. Voice Based Services
Telephone, Skype, Remote Support
3. Face Based Services
Retail, Meetings
4. Physical Services
Posted Letters, Fax

36. Use the best tool for the job.
Not the easiest.

37. C U S T O M E R S E RV I C E
Methods

38. 1. Say You’re Sorry
The customer is always most important.
2. Resolve The Issue
Solve the problem that the customer is having.
3. Give A Refund/Discount
Give them something to make up for their inconvenience.
4. Give A Freebie
Go the extra mile if youʼve really messed up.
5. Ask for Advice & Do it
Make your greatest critics your strongest advocates.

39. Focus on making people happy.
Happy people will give you money.

40. Every single customer service request
is a word of mouth marketing opportunity.

41. My Name is John O’Nolan
twitter.com/JohnONolan My Book, Coming Soon:
JOHN
facebook.com/JohnONolan
flickr.com/photos/JohnONolan DESIGNING
LICENSING: EMOTION
This talk is released under the Creative Commons 3.0 license.
All slides and content will be available on john.onolan.org BY JOHN O’NOLAN
PHOTO CREDITS:
AND ADII PIENAAR
Myself, Qfamily, petesimon, gesika22, dailyinvention, James
Cridland, xlibber, Ian Lamont, cheezburger.com
AUTUMN 2011
http://amzn.to/DesigningEmotion