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Be like BarkBox: Surpass customer expectations by scaling with smart self-service (ft. BarkBox)

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Customer expectations are constantly changing—they want faster, better, and more personalized experiences. For most brands, this is both expensive and challenging. Join Teresa Haun (Zendesk) alongside Sean Ingram (Barkbox) and Nick Schott (Barkbox) to learn how good knowledge management, proactive self-service, and AI can create better customer experiences while still meeting customer expectations.

Published in: Technology
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Be like BarkBox: Surpass customer expectations by scaling with smart self-service (ft. BarkBox)

  1. 1. 1A TRACK NOW Be like BarkBox:
 Surpass customer expectations by 
 scaling with smart self-service
  2. 2. TRA C K 1A Be like BarkBox: Surpass customer expectations 
 by scaling with smart self-service TERESA HAUN SEAN
 INGRAM NICHOLAS SCHOTT Product Marketing for Guide and AI, Zendesk Happy Team 
 Supervisor, BarkBox Happy Team 
 Supervisor, BarkBox
  3. 3. The internet has transformed business models and expectations Agenda Lower costs and improve customer experience with self-service Build a best-in-class, smart self-service experience
  4. 4. The internet has transformed 
 business models 
 & expectations
  5. 5. The internet has fundamentally 
 changed business models Easier to start 
 a business Cheaper to operate and scale Relationships 
 with customers matter more
  6. 6. Seamless experiences across channels Fast service anytime, anywhere Human interactions aren’t needed as often Customer expectations have also changed
  7. 7. Zendesk customers 
 are changing their industries by scaling rapidly with great customer experiences
  8. 8. Matt, Carly & Henrik founded BarkBox 
 to entertain their furry friends! • BARK launched BarkShop.com • BARK partnered with Target and recently Urban Outfitters, Meijer and Amazon
 • Bark opened the first ever BarkPark in Nashville
  9. 9. What is BarkBox?
  10. 10. Best in show Empathy & compassion We give a shit. Surprise & 
 delight Create smiles & tail wags. Engage &
 invite Sit at the BARK table.
  11. 11. Retention No dog left behind BARKMAGICCSAT Dog-person to dog- person connection Advocacy 
 & customer feedback
  12. 12. Barkmagic 1.5K Love bombs sent 17.4K Handwritten cards sent 4K Dog parents affected by natural disasters
  13. 13. Lower costs and 
 improve customer experience with 
 self-service
  14. 14. 20% 25%+ 76% Improve CX and reduce costs with self-service of customers prefer 
 self-service of agent time is spent looking for information reduction in customer support costs
  15. 15. How is BarkBox leveraging self-service to improve CX? Agent efficiency FAQ Customer empowerment CSAT 24/7 support
  16. 16. BARK is growing Each year we evaluate if we have the right tools/ process in place to best equip our team as we evolve. AI has been a focus in 2018 to ‘work smarter’ as we prep for our busiest time of the year (Q4) # of Connections % Increase vs. Prev Year CSAT CSAT Response Rate % Coffee Consumed (lbs) 2017 1,500,000+ + 112% 97% 35% 180 lbs 2016 740,000+ + 140% 97% 27% 360 lbs 2015 311,000+ -- -- --
  17. 17. Build a best-in-class, smart self service experience
  18. 18. Best practices to create the self-service 
 experience your customers want #1: 
 Embed self-service across channels #2: 
 Leverage bots and automation to extend self-service #3: 
 Incorporate feedback to improve content over time
  19. 19. Best Practice #1: Embed self-service across channels
  20. 20. Building our knowledge base: Does this match 
 our ‘brand’ voice? If the customer wished, can they answer all their questions here? Are we properly labeling each new FAQ? 1 2 3
  21. 21. Best Practice #2: Leverage bots and automation to extend self-service
  22. 22. Answer bot The only thing easier than self-service Remove repetitive work 1 million+ Answer Bot resolutions
 200k+ Agent hours saved 2500+ Years given back 
 to customers
  23. 23. Allow customers to 
 engage how they want to Work smarter, 
 not harder Reduce ‘transactional’ 
 contacts
  24. 24. BarkBox has scaled efficiently 
 with Answer Bot December
 2017 Implemented 
 Answer Bot in email April
 2018 Optimized Answer Bot with better content and more advanced triggers July
 2018 Expanded areas for Answer Bot help with new content September
 2018 Broke monthly resolution career high (737 resolutions saving 98 hours) May
 2018 Refined email experience and added to Web Widget
  25. 25. Answer Bot Experience 
 Across Channels Email web form Email response
  26. 26. Best Practice #3: Incorporate feedback 
 to improve content 
 over time
  27. 27. Agile & Iterative Knowledge is developed continuously, and iterated 
 over time
 Fire & Forget Knowledge is created early, but not iterated and improved over time
 Plan & Big Bang Knowledge is meticulously developed and launched 
 all at once
 % of Searches with No Result 25% 40% 33% Median Self-Service Score 8 6 6 Create the best self-service agilely and iteratively
  28. 28. Self-help vs. 
 agent required Empower team 
 to help Quarterly 
 updates BARK’s approach to ‘agile & iterative’ self-service
  29. 29. BARK <> Answer Bot 6% Resolution rate
 (Launched in Dec 2017) 700 hrs # of Happy agent 
 hours saved 92k+ # of attempted 
 instances $11k+ Cost savings FOR THE MONTH OF OCTOBER 2018
  30. 30. Best practices to create the self-service 
 experience your customers want #1: 
 Embed self-service across channels #2: 
 Leverage bots and automation to extend self-service #3: 
 Incorporate feedback to improve content over time
  31. 31. #zendeskrelate @zendesk 1A TRACK Thank you

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