welcomeSarah HatterFounder, CoSupport@shRichard WhiteCEO, UserVoice@rrwhite
no pitching
logistics here
why
two reasons
Nothing like it existedYou really don’t want the alternativesREASON NUMERO UNO
ITIL
call centers
The conferenceabout keeping yourcustomers
The conferenceabout keeping yourcustomers (happy)
how not why
No one goes to schoolfor customer service...A HUMBLE OBSERVATION
No one goes to schoolfor customer service...A HUMBLE OBSERVATIONPolitical Science & HistoryArt HistoryPhysics & Math, Elec...
No one goes to schoolfor customer service...A HUMBLE OBSERVATIONPolitical Science & HistoryArt HistoryPhysics & Math, Elec...
No one goes to schoolfor customer service...... they go to UserConfA HUMBLE OBSERVATION
Most conferences suckand we thought we could do betterREASON NUMERO DOS
ten “things”
... Have Panels... Have Gurus or Thought Leaders as Speakers... Say Shit Everyone Already Knows... Spam Attendees or Sell ...
Community as aConference
5 Cities30 Meetups312 Pastries
thank you
The Golden Era of Products(aka why we really started UserConf)Richard WhiteFounder, CEO@rrwhite
Two different worlds of“customer service”@rrwhite
“All agents are currentlyserving other customers”“Your call is important tous”“Press 9 to hear theseoptions again”Entering...
20%handle multiple channels40%respond to tweets29%respond < 1 day89%handle multiple channels87%respond to tweets83%respond...
20%handle multiple channels40%respond to tweets29%respond < 1 dayPast89%handle multiple channels87%respond to tweets83%res...
the futureis here
or is it?@rrwhite
Exceptional customercare isn’t new.@rrwhite
No, this is different.Things have changed.@rrwhite
three changes@rrwhite
The internet has spawned ageneration of businessesbuilt around self-service.CHANGE #1@rrwhite
Is this really necessary?@rrwhite
43%62%of people said they couldhave solved their customerservice issue on their own ifbetter self-service tools wereavaila...
THE FUTURE IS...More user self-service50%of smartphone users would prefer to use amobile customer service application to t...
56%of online consumers agree that their(customer service) calls are more complexas simple transactions are often automated...
THE FUTURE IS...More self-serviceLess customer contacts but morecomplex issues. No more scripts.Need less people but bette...
Companies are moving tosubscription-based revenuemodels.CHANGE #2@rrwhite
I know. You’re shocked.@rrwhite
50% of US businesses have eitheradopted or were planning toadopt a subscription basedmodel@rrwhite
50%40%of US businesses have eitheradopted or were planning toadopt a subscription basedmodelGlobal 2000 companies willuse ...
Ye olde sales funnel.@rrwhite
THE FUTURE IS...Subscription revenue@rrwhite
THE FUTURE IS...Subscription revenueFunnel is broken. You must re-closecustomers every month!@rrwhite
THE FUTURE IS...Subscription revenueFunnel is broken. You must re-closecustomers every month!The blurring of the line betw...
THE FUTURE IS ALSO...Freemium models@rrwhite
THE FUTURE IS ALSO...Freemium models@rrwhite69%of worldwide iOS app revenue and 75percent of global Android app revenuesco...
THE FUTURE IS ALSO...Freemium modelsRequires you to care for users notjust customers.Requires you to scale yourprocesses (...
Social media is the catalystbut not the medium of thefuture.CHANGE #3@rrwhite
1%of people said they preferredto get support via Twitterinstead of traditional mediums.@rrwhite
1%of people said they preferredto get support via Twitterinstead of traditional mediums.of US consumers are very tosomewha...
Seeking an actual response from a company tohelp them with a service issueVenting frustration with a bad customer servicee...
@rrwhiteTwitter is the small claimscourt of bad support
THE FUTURE IS...Social Media level of careon traditional channels.@rrwhite
Seeking an actual response from a company tohelp them with a service issuePraising a company for a great service experienc...
THE FUTURE IS...Social Media level of careon traditional channels.@rrwhite
THE FUTURE IS...Social Media level of careon traditional channels.Word-of-month matters again@rrwhite
More self-service = More complex interactions andmore leeway given to customer-facing team members tosolve them.Subscripti...
THE FUTURE IS...Customer retention overacquisition.@rrwhite
THE FUTURE IS...Customer retention overacquisition.how much more it expensive it is to acquirenew customers than satisfy a...
Why are we just nowtalking about this?@rrwhite
ZyngaFacebook Powered “Virality”THE AGE OF ACQUISTION@rrwhite
GrouponFacebook Ads & Email MarketingTHE AGE OF ACQUISTION@rrwhite
GrouponTHE AGE OF ACQUISTION@rrwhite485% amount Groupons customer acquisitioncosts rose between 2010 and 2011
GrouponTHE AGE OF ACQUISTION@rrwhite485% amount Groupons customer acquisitioncosts rose between 2010 and 2011change in ROI...
eHowSearch Engine OptimizationTHE AGE OF ACQUISTION@rrwhite
eHowSearch Engine OptimizationTHE AGE OF ACQUISTION@rrwhite40% drop in traffic for eHow & otherDemandMedia sites due to Go...
Paid SearchTHE AGE OF ACQUISTION@rrwhite11% The increase in the average cost per click(CPC) on Google Adwords in 2011.of q...
App StoreTHE AGE OF ACQUISTION@rrwhite56% Increase in app marketing costs in the lastyear on iOS platform (70% on Android)
Remember whathappened to eBay?@rrwhite
THE FUTURE IS...The market seekingequilibrium@rrwhiteThe cost per lead for direct mail, email, and paidsearch are $51, $55...
THE FUTURE IS...The market seekingequilibriumThere are less and less NorthwestPassages to millions of users.@rrwhite
THE FUTURE IS...The market seekingequilibriumThere are less and less NorthwestPassages to millions of users.Any ones that ...
THE FUTURE IS...Greatness requirescustomer retention@rrwhite
THE FUTURE IS...Greatness requires greatproducts and service@rrwhite89%of iPhone owners have indicated theywill stick with...
THE FUTURE IS...Greatness requires greatproducts and service@rrwhite89%of iPhone owners have indicated theywill stick with...
PUTTING IT ALL TOGETHER...Business is going oldschool.@rrwhite
PUTTING IT ALL TOGETHER...Business is going oldschool.The last 30+ years have been onebig scaling problem.@rrwhite
PUTTING IT ALL TOGETHER...Business is going oldschool.The last 30+ years have been onebig scaling problem.We now have the ...
but how?
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out ...
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out ...
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out ...
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out ...
Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out ...
but who?
@rrwhiteChief Customer OfficerHAVE YOU EVER HEARD OF A...
@rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve custo...
@rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve custo...
@rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve custo...
@rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve custo...
you@rrwhite
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
UserConf NYC Welcome &  Keynote - The (Coming) Golden Era of Products
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UserConf NYC Welcome & Keynote - The (Coming) Golden Era of Products

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UserConf NYC Welcome & Keynote - The (Coming) Golden Era of Products

  1. 1. welcomeSarah HatterFounder, CoSupport@shRichard WhiteCEO, UserVoice@rrwhite
  2. 2. no pitching
  3. 3. logistics here
  4. 4. why
  5. 5. two reasons
  6. 6. Nothing like it existedYou really don’t want the alternativesREASON NUMERO UNO
  7. 7. ITIL
  8. 8. call centers
  9. 9. The conferenceabout keeping yourcustomers
  10. 10. The conferenceabout keeping yourcustomers (happy)
  11. 11. how not why
  12. 12. No one goes to schoolfor customer service...A HUMBLE OBSERVATION
  13. 13. No one goes to schoolfor customer service...A HUMBLE OBSERVATIONPolitical Science & HistoryArt HistoryPhysics & Math, Electro-OpticsEconomics & Political ScienceDigital Arts, EnglishInformation TechnologyComputer Science
  14. 14. No one goes to schoolfor customer service...A HUMBLE OBSERVATIONPolitical Science & HistoryArt HistoryPhysics & Math, Electro-OpticsEconomics & Political ScienceDigital Arts, EnglishInformation TechnologyComputer ScienceMarketing & CommunicationsFinanceBA Arts & CinemaMasters of EducationCertified Project ManagerLiberal ArtsComputer Science
  15. 15. No one goes to schoolfor customer service...... they go to UserConfA HUMBLE OBSERVATION
  16. 16. Most conferences suckand we thought we could do betterREASON NUMERO DOS
  17. 17. ten “things”
  18. 18. ... Have Panels... Have Gurus or Thought Leaders as Speakers... Say Shit Everyone Already Knows... Spam Attendees or Sell Their Email Addresses... Take Sponsors For Granted... Have Lame Sponsors... Have Live Q&A... Overcharge for Tickets... Take Thyself Too Seriously... Forget ConversationsThou shalt NOT...
  19. 19. Community as aConference
  20. 20. 5 Cities30 Meetups312 Pastries
  21. 21. thank you
  22. 22. The Golden Era of Products(aka why we really started UserConf)Richard WhiteFounder, CEO@rrwhite
  23. 23. Two different worlds of“customer service”@rrwhite
  24. 24. “All agents are currentlyserving other customers”“Your call is important tous”“Press 9 to hear theseoptions again”Entering your account #only to have to repeat itto the agentCustomer Service Our WorldHighly skilled agentsDelivering great support onany mediumA product issue is solved inhours or days not monthsEvery customerengagement is anopportunity
  25. 25. 20%handle multiple channels40%respond to tweets29%respond < 1 day89%handle multiple channels87%respond to tweets83%respond < 1 dayCustomer Service Our World
  26. 26. 20%handle multiple channels40%respond to tweets29%respond < 1 dayPast89%handle multiple channels87%respond to tweets83%respond < 1 dayFuture
  27. 27. the futureis here
  28. 28. or is it?@rrwhite
  29. 29. Exceptional customercare isn’t new.@rrwhite
  30. 30. No, this is different.Things have changed.@rrwhite
  31. 31. three changes@rrwhite
  32. 32. The internet has spawned ageneration of businessesbuilt around self-service.CHANGE #1@rrwhite
  33. 33. Is this really necessary?@rrwhite
  34. 34. 43%62%of people said they couldhave solved their customerservice issue on their own ifbetter self-service tools wereavailable.of people age 18 to 24@rrwhite
  35. 35. THE FUTURE IS...More user self-service50%of smartphone users would prefer to use amobile customer service application to tryto resolve their customer service issuebefore calling into the contact center.@rrwhite
  36. 36. 56%of online consumers agree that their(customer service) calls are more complexas simple transactions are often automatedTHE FUTURE IS...More user self-serviceLess customer contacts but morecomplex issues. No more scripts.@rrwhite
  37. 37. THE FUTURE IS...More self-serviceLess customer contacts but morecomplex issues. No more scripts.Need less people but bettertraining (and pay)@rrwhite
  38. 38. Companies are moving tosubscription-based revenuemodels.CHANGE #2@rrwhite
  39. 39. I know. You’re shocked.@rrwhite
  40. 40. 50% of US businesses have eitheradopted or were planning toadopt a subscription basedmodel@rrwhite
  41. 41. 50%40%of US businesses have eitheradopted or were planning toadopt a subscription basedmodelGlobal 2000 companies willuse subscription services fortheir billing, fulfillment andrenewals by 2015@rrwhite
  42. 42. Ye olde sales funnel.@rrwhite
  43. 43. THE FUTURE IS...Subscription revenue@rrwhite
  44. 44. THE FUTURE IS...Subscription revenueFunnel is broken. You must re-closecustomers every month!@rrwhite
  45. 45. THE FUTURE IS...Subscription revenueFunnel is broken. You must re-closecustomers every month!The blurring of the line betweensales & support.@rrwhite
  46. 46. THE FUTURE IS ALSO...Freemium models@rrwhite
  47. 47. THE FUTURE IS ALSO...Freemium models@rrwhite69%of worldwide iOS app revenue and 75percent of global Android app revenuescome from freemium applications.
  48. 48. THE FUTURE IS ALSO...Freemium modelsRequires you to care for users notjust customers.Requires you to scale yourprocesses (self-service) earlier thanever.@rrwhite
  49. 49. Social media is the catalystbut not the medium of thefuture.CHANGE #3@rrwhite
  50. 50. 1%of people said they preferredto get support via Twitterinstead of traditional mediums.@rrwhite
  51. 51. 1%of people said they preferredto get support via Twitterinstead of traditional mediums.of US consumers are very tosomewhat interested inresolving customer serviceissues.email: 67%, phone: 90%22%@rrwhite
  52. 52. Seeking an actual response from a company tohelp them with a service issueVenting frustration with a bad customer serviceexperienceSharing information about their serviceexperience with a broader audience@rrwhiteTOP REASONS PEOPLE TURN TO SOCIAL MEDIA
  53. 53. @rrwhiteTwitter is the small claimscourt of bad support
  54. 54. THE FUTURE IS...Social Media level of careon traditional channels.@rrwhite
  55. 55. Seeking an actual response from a company tohelp them with a service issuePraising a company for a great service experienceVenting frustration with a bad customer serviceexperienceSharing information about their serviceexperience with a broader audience@rrwhiteTOP REASONS PEOPLE TURN TO SOCIAL MEDIA
  56. 56. THE FUTURE IS...Social Media level of careon traditional channels.@rrwhite
  57. 57. THE FUTURE IS...Social Media level of careon traditional channels.Word-of-month matters again@rrwhite
  58. 58. More self-service = More complex interactions andmore leeway given to customer-facing team members tosolve them.Subscription revenue + Social media = Business casefor investing in building a great product and greatcustomer care.Freemium = Need to scale high level of customer caremuch faster and larger than previously.
  59. 59. THE FUTURE IS...Customer retention overacquisition.@rrwhite
  60. 60. THE FUTURE IS...Customer retention overacquisition.how much more it expensive it is to acquirenew customers than satisfy and retaincurrent ones5X@rrwhite
  61. 61. Why are we just nowtalking about this?@rrwhite
  62. 62. ZyngaFacebook Powered “Virality”THE AGE OF ACQUISTION@rrwhite
  63. 63. GrouponFacebook Ads & Email MarketingTHE AGE OF ACQUISTION@rrwhite
  64. 64. GrouponTHE AGE OF ACQUISTION@rrwhite485% amount Groupons customer acquisitioncosts rose between 2010 and 2011
  65. 65. GrouponTHE AGE OF ACQUISTION@rrwhite485% amount Groupons customer acquisitioncosts rose between 2010 and 2011change in ROI of email marketing from2006 to 2012-26%
  66. 66. eHowSearch Engine OptimizationTHE AGE OF ACQUISTION@rrwhite
  67. 67. eHowSearch Engine OptimizationTHE AGE OF ACQUISTION@rrwhite40% drop in traffic for eHow & otherDemandMedia sites due to Google’s“Panda” update.
  68. 68. Paid SearchTHE AGE OF ACQUISTION@rrwhite11% The increase in the average cost per click(CPC) on Google Adwords in 2011.of questions related to effectiveness,budget and usage where PPC trendeddownward on a survey of 500 US onlinemarketers100%
  69. 69. App StoreTHE AGE OF ACQUISTION@rrwhite56% Increase in app marketing costs in the lastyear on iOS platform (70% on Android)
  70. 70. Remember whathappened to eBay?@rrwhite
  71. 71. THE FUTURE IS...The market seekingequilibrium@rrwhiteThe cost per lead for direct mail, email, and paidsearch are $51, $55, and $52 respectively.
  72. 72. THE FUTURE IS...The market seekingequilibriumThere are less and less NorthwestPassages to millions of users.@rrwhite
  73. 73. THE FUTURE IS...The market seekingequilibriumThere are less and less NorthwestPassages to millions of users.Any ones that do open up closeincreasingly faster.@rrwhite
  74. 74. THE FUTURE IS...Greatness requirescustomer retention@rrwhite
  75. 75. THE FUTURE IS...Greatness requires greatproducts and service@rrwhite89%of iPhone owners have indicated theywill stick with Apple for their nexthandset (HTC next with 39%)
  76. 76. THE FUTURE IS...Greatness requires greatproducts and service@rrwhite89%of iPhone owners have indicated theywill stick with Apple for their nexthandset (HTC next with 39%)of Blackberry owners that will. Downfrom 62% only 18 months ago.33%
  77. 77. PUTTING IT ALL TOGETHER...Business is going oldschool.@rrwhite
  78. 78. PUTTING IT ALL TOGETHER...Business is going oldschool.The last 30+ years have been onebig scaling problem.@rrwhite
  79. 79. PUTTING IT ALL TOGETHER...Business is going oldschool.The last 30+ years have been onebig scaling problem.We now have the technology andenough incentives to provide oldfashioned service at web scale.@rrwhite
  80. 80. but how?
  81. 81. Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out from behind your help desk.@rrwhite
  82. 82. Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out from behind your help desk.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.@rrwhite
  83. 83. Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out from behind your help desk.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive more self-service & 1:many communicationEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.@rrwhite
  84. 84. Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out from behind your help desk.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive more self-service & 1:many communicationEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.Give your front line more leeway to do the right thingSupport teams are looking more like sales teams. Not Scripted.Agility over process.@rrwhite
  85. 85. Proactive engagement before there is a problemCreate ways for users to engage outside of when they have a problem.Get out from behind your help desk.Go to where your users are...Its not your "customer portal" and it isn’t Facebook: it’s inside your app.Make getting support or giving feedback a great in-app experience.Drive more self-service & 1:many communicationEspecially with Freemium or Free2Play.Without sacrificing quality as a bad experience is now expensive.Give your front line more leeway to do the right thingSupport teams are looking more like sales teams. Not Scripted.Agility over process.Drive meaningful, win-win engagement (with analytics).That which is actionable to the company and important to users. Move beyond theshallow pond of “likes” and “follows”. No flying banner 10 minute surveys either.We can do better than social media vanity metrics.@rrwhite
  86. 86. but who?
  87. 87. @rrwhiteChief Customer OfficerHAVE YOU EVER HEARD OF A...
  88. 88. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.HAVE YOU EVER HEARD OF A...
  89. 89. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.30 in 2003HAVE YOU EVER HEARD OF A...
  90. 90. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.30 in 2003in 2013730HAVE YOU EVER HEARD OF A...
  91. 91. @rrwhiteChief Customer OfficerA top executive (person) with the mandate and power todesign, orchestrate, and improve customer experiencesacross every customer interaction.HAVE YOU EVER HEARD OF A...85% of CCOs sit on the executivemanagement team within theircompanies up from 50% in 2012of CCOs were promoted from withinthe company56%
  92. 92. you@rrwhite

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