A SPOONFUL OF SUGAR

Kerry KeeganNWILL September 11, 2015

I’m a Training & Library Solutions Consultant for Atlas Systems and serve as the implementation leader for ILLiad licensees, providing training and support for new and existing sites. From 2009 to 2012, I served as Head of Access Services for Stony Brook University’s Health Sciences Library. Some interests include andragogy, instructional design, and creative uses of limited budgets.

I hold a BA in English from Stony Brook University, a MS in Library and Information Science from Queens College, and a Master of Professional Studies degree, with a focus on Human Resource Management from Stony Brook University. I serveas Section Editor for RUSA STARS and a RUSA Member-at-Large.I’m also mother to Adaleigh the human andRemington the Pomeranian, who are both disgustingly cute.

Kerry Keegan, MLIS, MPS

CAN YOU PLEASE THEM ALL?

Popular U.S. rankings2015 24/7 Wall St. &

Zogby Analytics

1. Amazon.com

2. Chick-fil-A

3. Apple

4. Marriott

5. Kroger

2015 Temkin Ratings

1. Publix

2. Aldi

3. H.E.B.

4. Chick-fil-A

5. Amazon.com

http://www.intersectionconsulting.com/wp-content/uploads/2009/04/audience-interaction-500p1.jpg & http://temkinratings.com/temkin-ratings/temkin-experience-ratings-2015/

TODAY’S SWEET IDEAS

Our goals:

1. Systematic, measurable approaches

2. Deliver greater agility and customer value

3. Serve customers in their moments of need

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http://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html

Exceed Expectations

1.Identify and address existing problems

2.Be agile with rapid prototyping and testing

3.Build creative digital experiences

http://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html

Going mobile

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1. Identify moments that customers value most during library interactions

2. Build in analytics that will help improve interactions

3. Mine the data you collect

http://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html

Digital breadcrumbs

Successful online brands use visitor data to constantly improve

◦ What are your users searching for?

◦ What words are they using?

◦ How many pages do they visit?

◦ How long are they staying?

◦ Where are they when they quit?

http://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html

Customer satisfaction drives customer loyalty

Back in 1990, economists discovered that a 5% increase in loyalty can yield 25% - 85% profit increase.

$ = = $

and value drives customer satisfaction

Value = the results customers receive in relation to the total costs (price + other costs incurred in acquiring services)

https://hbr.org/2008/07/putting-the-service-profit-chain-to-work

Employee productivity drives value

https://hbr.org/2008/07/putting-the-service-profit-chain-to-work

Employee loyalty drives productivity

Employee satisfaction drives loyalty

Southwest Airlines

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1. Focus on hiring. SW won’t hire someone who has experience but isn’t friendly.

2. Give employees latitude. SW allows employees to make customer service decisions, within reason.

3. Apologize. SW goes out of its way to contact customers when things go wrong.

https://hbr.org/2008/07/putting-the-service-profit-chain-to-work & https://www.americanexpress.com/us/small-business/openforum/articles/lessons-from-southwest-airlines-stellar-customer-service/

These are older charts, but they illustrate current trends.

LEAN MANAGEMENT

&SIX SIGMA

Methods of using proven industrial tactics to improve customer service

◦ Maximizing customer value while minimizing waste

◦ Continuously looking to increase customer value

◦ Able to respond to changing customer desires with high variety and quality, with low cost and turnaround times

http://www.intersectionconsulting.com/wp-content/uploads/2009/04/audience-interaction-500p1.jpg

These methods require

innovation.

They envision

it as a spectrum

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http://www.forbes.com/sites/haydnshaughnessy/2013/01/04/the-rise-of-lean-and-why-it-matters/

Figure out your innovation needs, then:

Interact with customers and segment users in to helpful categories.

Create purpose-built experiments, e.g. release prototypes, to de-risk your changes.

Create data that is a genuine measure of your engagement with the users.

http://www.forbes.com/sites/haydnshaughnessy/2013/01/04/the-rise-of-lean-and-why-it-matters/

In other words: purpose, process, people

1. Identify the problems being solved

2. Make sure each step is valuable and flexible

3. Plan constant evaluation and continual improvement

http://www.intersectionconsulting.com/wp-content/uploads/2009/04/audience-interaction-500p1.jpg

BRINGING IT HOME

The investigation begins:potential points of interaction

http://www.intersectionconsulting.com/wp-content/uploads/2009/04/audience-interaction-500p1.jpg

Most began with:

“Customer contacted…”

Key area

s1. Interfaces2. Communication3. Delivery

options

INTERFACES

Rise of Mobile = Rise of Social Media Customer Service Requests◦ 45% of companies offering web or mobile self-service reported an increase in site

traffic and reduced phone inquiries. (CRM Magazine)

◦ 67% of consumers have used a company’s social media site for servicing. (JDPower)

◦ 33% of users prefer to contact brands using social media rather than the telephone. (Nielsen)

◦ 78% of active Twitter users are mobile. (Twitter)

◦ 81% of active Facebook users are mobile. (Facebook Newsroom)

http://www.digitalkonline.com/blog/customer-service-social-media/

Social Customer Service Statistics◦ Customers who receive good customer service are almost 3 times more likely to

recommend that brand. (Harvard Business Review)

◦ 42% of people will post about a good customer experience they had on social media, but many more (53%) will tell their friends about a bad one. (American Express Global Customer Service Barometer)

◦ Companies that engage and respond to customer service requests on social media can cause an increase in sales because customers will spend up to 40% more with that company when satisfied. (Bain & Company)

◦ Failure to respond to complaints or problems posted on social channels can lead to a 15% increase in the churn rate of current customers. (Gartner)

http://www.digitalkonline.com/blog/customer-service-social-media/

Easy mobile access

USAA launches “Savings Coach” – an app geared towards Millennials

1. Younger users aren’t saving and USAA needs to compete with startups that offer digital services.

2. App offers gamification and voice recognition to spur use.

3. Early pilot showed increased savings. Marketing will be directed towards overdrafting users and social media channels. Future likely to license app to other banks.

REMINDER!

1.Identify the problems being solved

2.Make sure each step is valuable and flexible

3.Plan constant evaluation and continual improvement

http://www.americanbanker.com/news/bank-technology/usaa-launches-new-app-to-help-millennials-save-1075714-1.html

COMMUNICATION

On the phone with Zappos“Zappos invests in the call center not as cost, but the opportunity to market. Their whole strategy is to create loyalty through ‘wow’ moments and emotional connections.”

They do this by measuring four factors on a 100-point scale called the “Happiness Experience Form:”

◦Did the agent try twice to make a personal emotional connection (PEC)?

◦Did they keep the rapport going after the customer responded to their attempt?

◦Did they address unstated needs?

◦Did they provide a “wow experience?”

At the end of the month, management identifies agents with less than a 50-point average on the Happiness Experience Form. Those agents receive extra training. Top performers are rewarded with paid hours off and other incentives.

http://csi.softwareadvice.com/a-zappos-lesson-in-customer-service-metrics-1101029/

Trader Joe’s Fearless Flyer

Introduced in 1970 and primary form of marketing

◦Cross between a catalog and comic book

◦Uses stories and humor to market services and products

Advice:1. Fall in love with your products or services and share that love with your customers.

Your love for them will be contagious, but only if you let it show.

2. Use personality in your marketing.Generic is boring. You are not. You are unique. Be you!

3. Be descriptive in how you describe what you do, who you are, what you offer, etc.

Paint a picture. Help your customers to experience your products or services in the way you describe them.

4. Tell stories!

People love stories. Tell them about yourself, your business, your employees, your products and services, and even about your customers.

http://www.business2community.com/content-marketing/how-trader-joes-uses-content-marketing-to-keep-customers-coming-back-0303332

Chick-fil-A: It’s in the details

◦Personalization

◦Stand up for your customers

◦Be gracious

◦Show empathy

◦Regular check-ins

◦ Community outreach

http://blog.clientheartbeat.com/chick-fil-a-customer-experience/ & http://www.forbes.com/sites/scottdavis/2013/12/16/chick-fil-as-raving-fans-growth-strategy/

4 ruleso Acknowledge with immediate replies

o Quick emails, beyond auto response that says – looking into this, following up shortly. o Rewording CRM auto response to be more friendly and less technical

o Don’t auto-apologizeo Cheerful, empathetic, understanding. o Provide solutions and fix the issue. o This writer says okay to be a little humorous and casual; I’ve read additional studies on this that

solutions are okay to do this. When you have to say no to a request, you MUST be formal to show respect.

o Don’t shift blameo Provide solutions and fix the issue. They don’t care who is to blame and it’s immature.o Atlas Example – OCLC, interdepartmental communication issues

o Exceed expectationso Providing additional services or goods as an apology or just to make their day o Have a list of possible giveaways and the ability to assign as we feel appropriate

https://medium.com/@jpwain/the-customer-service-playbook-686686feb7c5

Does your communication exceed expectations?

Think about how and when you cancel.

• What other options do you give?

• What’s your tone?

• Do you accept responsibility?

DELIVERY OPTIONS

Amazon’s Customer OBSESSED

◦Starts with what the customer needs and works backwards

◦Analysts estimate losses between $1B – $2B by offering free shipping

◦ And you can’t justify Doc Del?

◦Offers options to buy from other merchants, instead of just them

◦Delivery time is guaranteed

◦Multiple and easy ways to reach out for help

http://www.infosurv.com/insider-blog/five-customer-satisfaction-secrets/ & http://www.wired.com/2014/02/amazon-prime-good-true/

YOUR MOMENT OF ZEN

Just kidding!Patron…

Customer…User…Guest…Visitor…Client…

This is something I’ve been pondering and think all of you smart people should ponder it, too.

What do each of these say to us? To them?

Questions?Examples of AWESOME customer

service?

Thank you!

Kerry Keegan, MLIS, MPS kkeegan@atlas-sys.com