THE 'BLOWFISH EFFECT': LOOK LIKE A BIG FISH IN A BIG POND
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Customer Success Summit 2015 General Session Presented by: Leyla Seka, SVP and GM, Desk.com at Salesforce.com
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THE 'BLOWFISH EFFECT': LOOK LIKE A BIG FISH IN A BIG POND
- 1. The Blowfish Effect: Look like the Big Fish in a Big Pond Leyla Seka SVP and GM, Desk.com @leylaseka
- 2. Be the Big Fish, Even When You’re Still a Guppy
- 3. Create the Blowfish Effect for Your Fast-Growing Company Deliver Fast, Awesome Customer Service Leverage Customer Insights Optimize the Customer Experience
- 4. Deliver Fast, Awesome Customer Service Be Responsive Get Personal Engage Everywhere
- 5. “Customer service is our secret recipe for success.” - Conrad Chu, CTO & Co-Founder Nothing Tastes Better Than Amazing Customer Service • Delivery service for freshly-made meals created by leading chefs • Support up and running in 1 hour • 400% company growth in past 6 months
- 6. Leverage Customer Insights Ask for Feedback Improve Products Benchmark Success
- 7. “We use customer feedback to make better products” - Steve Johnsen, Compliance and Support Lead Making Payroll Delightful With Customer Feedback • Cloud-based payroll service • Product team uses customer support feedback to prioritize feature requests • Agents support 50% more clients than industry average
- 8. Optimize the Customer Experience Extend Your Brand Measure CSAT Run Customer-Focused Campaigns
- 9. “We use every interaction to communicate our unique voice to customers.” - Danielle Maveal, GM of Social Good Delivering a “Pawesome” Customer Experience • Monthly subscription service for dog treats and toys • Personalizes support messages like “pooches gracias” and “pawesome” • 90% customer retention and conversation rates
- 10. 27% + 34% + 38% + 39% + Decrease in Support Costs Faster Case ResolutionTime Increase inAgent Productivity Faster Response to Customers A Better Customer Experience Increases Success 36% Increase in Customer Satisfaction
- 11. Thank you
Editor's Notes
- It’s a challenge many small businesses face. How do you take on big, well entrenched competitors and win? A great idea can only take you so far in today’s crowded landscape where companies of all sizes are vying for attention Companies like Lyft, HotelTonight and ZenPayroll have successfully disrupted the status quo by discovering the trick of the “blowfish effect.” Through a combination of awesome customer service, personalized communications and marketing, and an amazing customer experience, these companies gave off the impression early on of being bigger and more established that they really were. We call it the blowfish effect: looking like the big fish in the pond even though you’re still a guppy.
- The great thing about the blowfish effect is that it’s really easy to do A lot of the tactics we’ll discuss should no-brainer for small, growing businesses who are looking to stand out from the crowd And what’s even better is that these are things that don’t require extensive budget or resources, which is key for small companies just starting out Things like providing an amazing customer support experience every time, or asking customers for feedback and using that feedback to make their overall experience better All of these things add up to help your small business compete with the big guys and grow your company
- I don’t have to tell this crowd about the importance of delivering fast-awesome customer service every time – that’s why we’re all here today! But there are some key things that should always be embedded into your support approach all the time: Make sure you respond to EVERY customer request, and fast. When you’re competing with the big guys, most of the time, getting the customer an answer first will win them over Use every service communication as a way to connect with your customers 1:1 –when you get someone on the phone, ask them about their day, or how the weather is where they live. Chances are, they will remember that interaction because of the personal connection. And finally make sure you are where your customers are; today customers not only expect this instant, personal service, but they expect in on the channels they prefer – Facebook, Twitter, email, phone – you need to be in all those places to compete
- Munchery is a perfect example of using fast, awesome customer service to take their company to the next level. Their entire business model revolves around getting customers fast and amazing freshly prepared meals, so their customer service needed to match And because of that, they were able to grow 400% in just 6 months. More details: Munchery: Cooking up happy customers with Desk.com “Our goal is to go above and beyond, so that ultimately we can turn someone from a frustrated customer into an evangelist,” says Conrad Chu, CTO and Co-founder of Munchery. His company, which delivers fresh meals created by leading chefs, uses Desk.com to provide awesome customer service every time. A flexible service solution Munchery’s been using Desk.com since it outgrew a shared Gmail box, just a few months after launching. Now, every employee pitches in to help with customer service during busy times. Because Desk.com offers a pricing model for “flex” agents, the entire company can listen to customers and work together to go above and beyond. And, with Desk.com’s mobile app, they can help customers from anywhere, at any time. In addition to customer support, Munchery uses Desk.com to manage operations issues like last minute order changes and addition (through integration with a proprietary app used by its drivers) and even recruiting for new employees. Delivering for customers With Desk.com’s reporting and dashboards, Munchery can always see how it’s doing as a company. It measures customer satisfaction and tracks issues with its website or ordering process. Feedback is shared with chefs and operations to continually optimize food options and delivery, and keep customers happy. “Thanks to Desk.com, great customer service is always on our menu.”
- While well-established companies can spend money on hiring research companies and orchestrate focus groups, for SMBs, you don’t need to break the bank You already have an instant focus group – your customers. Always take time to ask your customers how you’re doing That feedback is invaluable and can help drive your product roadmap , improve business process, and also set metrics for what success looks like at your company and how far you need to go to get there
- ZenPayroll has really taken advantage of the blowfish effect to disrupt an industry that’s hundreds of years old. Payroll isnt something you think of as delightful, but that is their #1 goal as a company to make sure their customers have a painless experience and love their product What’s so unique about them is that their support team reports into their product team, so that all the insights they gain from customers on the support side are shared with product so that they know they are only building features their customers want and need More details: ZenPayroll’s goal is not just to make processing payroll a painless process — but to also make it a delightful one. With such high aspirations, it’s essential that the cloud-based payroll service is totally focused on listening to customers and building the products they want. With help from Desk.com, the company is doing just that. Inspiration from support ZenPayroll’s been using Desk.com to manage customer service since the company launched and now handles 100 cases each day. The support team reports into product management so they have a direct influence on the product roadmap based on the customer feedback collected in Desk.com. All new employees learn to use Desk.com as part of the onboarding process. They spend a few days answering support cases and talking to customers, so they get to know products and customers quickly. Integration with Salesforce gives everyone visibility into every customer interaction, even sales calls and presentations. And, seeing how frequently articles are accessed on its Desk.com-powered self-service site gives ZenPayroll even more insight into how features are used and what questions customers have. A more delightful product Customer feedback helps ZenPayroll continually improve its product, making it less and less likely that customers will have problems. The company also uses feedback to suggest modifications for its self-service support site, so it can help customers help themselves. “We discovered through Desk.com that our customers wanted the ability to run a special payroll outside of the regular schedule,” says Steve Johnsen, Compliance and Support Lead. “Now 19% of payrolls processed take advantage of that flexibility. That’s just one example of customer support helping build a better product.” That’s how ZenPayroll’s agents can support 50% more clients than the industry average.
- Finally, one of the most important things to focus on when vying for customers hearts is all about the experience you provide them – through your support, through your product and every touch point you have with them All the companies I talked about today are upending traditional markets by offering better experiences – you don’t need to re-create the wheel, just make it better You can do this by making sure your brand is strong and a part of every interaction; measure how your customers feel about your service and make changes based on that; and run different campaigns to see what customers respond to best and use that to grow your business
- BarkBox is an awesome company that has taken the subscription retail model in a whole new direction by showing some love for your beloved pups Their biggest team in the company is their “Customer Love” team which shows how much priority they put on the experience they provide to customers BarkBox makes sure their very unique personality and brand come through in everything they do – from support centers to the way they communicate with customers More Details How does a start up retain a fun company culture through exponential growth? BarkBox, which offers a dog treat and product subscription service, increased its customer base by 10x last year. When the company wanted to improve productivity and respond to customer inquiries faster, without losing its distinctive voice, it chose Desk.com. Every customer is top dog BarkBox’s commitment to service is reflected by its largest department: the “customer love team.” The team uses Desk.com macros to sync replies, and labels to maintain consistency and identify which messages are working with customers – and which ones aren’t. Agents can replicate messages that work to bring life to customer emails with phrases like “pooches gracias” and “kind woofs”. The customer love team also uses the Desk.com knowledge base for a self support FAQ that’s fun and easy to use. And, with Desk.com, BarkBox can see where to make adjustments in its business, such as changing the timing of shipment-tracking emails so tracking links are always live when they arrive in customer inboxes. Service that scales The company easily scaled to manage twice the volume of customer inquiries with the same number of support agents, maintaining a 2-hour response rate for hundreds of calls each day. That’s key to the BarkBox’s incredible 90% customer retention and conversion rates. Danielle Maveal, General Manager of Social Good, says, “Desk.com helps us make the customer experience better for our dog-loving subscribers.”
- But remember, the blowfish effect all starts with making sure your customers always have an amazing service experience with your company Our customers at Desk have already reaped the benefits with nearly 40% increase in CSAT across the board We know every business is unique, but no matter what your industry, size or location, focusing on the customer experience and putting your customers first will always be a sure way to grow and compete