customer education in the digital age
DESCRIPTION
The digital age presents both opportunities and problems for companies. It compounds the importance of great customer support and customer education as customers are so easily able to move to competitor's offerings. This slide deck covers the content that was given in a talk at Customer Contact Expo 2014 by Fraser and Scott at Nickelled, (www.nickelled.com).TRANSCRIPT
Customer Education in the Digital Age
@nickelledapp #ccexpo14
About us...
Fraser Deans (@fraserdeans)
User Interface/Experience DesignDesigned customer support systems that allows online retailers to deliver orders in under 15 minutes
Scott Collen (@shiftyhorse)
Customer DiscoveryMarketer, believes in customer inclusive approach to product changes and engagement strategies
“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.”
Doug Warner
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Customer education is...
Activity which teaches someone how to get more value out of your product or service
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Digital products and services will always need customer education
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Mental models are...
Internal representations of the world surrounding us
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Designers build products for common mental models.
This leads to a “required mental model” to use the product.
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Separation causes problems
A B“Required mental model” for product
Customer’s mental model#ccexpo14
Separation causes problems
A B“Required mental model” for product
Customer’s mental model#ccexpo14
Separation causes problems
A B“Required mental model” for product
Customer’s mental model
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Benefits of customer education...● Customers understand how to use your digital service● Increase customer lifetime value● Increase average order value● Increase conversion● Reduce support costs● Reduce churn● Your customers love you more because you’ve made their lives
easier
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Who’s responsible for it?
Designers/Developers Marketers Customer support
Digital Experience Team#ccexpo14
Natwest● Social networking app
Vine● Vine let’s users create
6 second video clips● Natwest created
helpful videos to explain their online banking
● Not omnichannel● Helps a specific
demographic#ccexpo14
Gumtree● Using Nickelled● Educate their customers on the same
code they use on their app● No need to translate between different
mediums● Break the steps down into digestible
contextual chunks● Gathering data to improve● Serving 27,000+ guides a month● 88% user satisfaction
Amazon● Improved eCommerce design to
lower the knowledge barrier● Reduce what the customer needs
to know● Reduce the steps where confusion
could stem from● Make it even easier for customers
to achieve their goals
MailChimp● MailChimp: SaaS email provider● Animated gifs via email in
advance● Explain new design to maintain
engagement
● Ensure customers know how to make the most of new features● Using omnichannel technology● Trusted advisor in their field
More info: https://blog.mailchimp.com/showing-vs-telling-with-gifs/ #ccexpo14
Best practicesEducate your customers...● Across all the devices your service is accessible● With omnichannel techniques● Empower customers with great self-service tools● Showing vs Telling● Creatively
Bonus tip:Think of your support channels as distribution channels. Education = marketing + customer service
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Developing your CE strategy
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Measure and iterateUse the best techniques to get your message
across
Understand your customers
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Any Questions?Come see us after to chat more
Nickelled, stand H25
@NickelledApp
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