dr. natalie's 7 steps to great customer experiences with zendesk

@DrNatalie Petouhoff (Pet-a-dog) @drnatalie

www.DrNatalieNews.com

2

Wondering how to take your take your social customer experience / customer service

initiatives to the next level? • Do more of the right things • Put structure around what is unstructured • Benchmark “As Is” • Create a strategy and plan • Track the progress • Gather the right metrics • Create and sustain a world-class customer experience?

How do you know when you are doing the best you can?

Customer Experience Capability Calculator

LISTEN = 100

LEARN = 200

ENGAGE = 300

INTEGRATE = 400

OPTIMIZE = 500

What’s your score?

We a way to Bring

THE CHAOS

TO ORDER

@drnatalie

5

•  Where are we on the Social Media / Customer Experience Adoption Curve?

•  What steps do I take to get to the next level?

•  How do I justify these next steps?”

Customer Experience Assessments

•  An objective assessment •  Recommendations •  Short & long term strategic •  Short & long term tactical plan

Determine where you are compared to best practices & your competitors…

Social Media / Customer Experience Capability Report

You get…

Top Brand

With your scorecard, You’re ready to go to the next level…

Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening

200 Learn

Step 2: CreaCng a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: CreaCng Engaging Content 200 Learn Step 5: Designing SCcky InteracCons 200 Learn Step 6: Stop the PoliCcs; Gain Org Alignment

100 Listen

Step 7: Iterate and Pivot 100 Listen

You’ll be in a leadership posiCon…

5

•  Clear answers and strong guidance •  A disCncCve voice •  A compeCCve advantage

Step 1: Gather Insights by Monitor & Listening

Step 4: CreaCng Engaging Content

Step 3: Finding Your Audience

Step 5: Designing SCcky InteracCons

Step 6: Stop the PoliCcs; Gain Org Alignment

Step 2: CreaCng a Measurement Program

Need a Strategy for Digital Customer Experience / Customer Service

9 Based on the UCLA Course

7 Steps To Fast Track Success Step 7: Iterate and Pivot

Social Customer Experience Strategy

Step 2: Measurement

Step 3: Audience

Level 4: Content

Step 5: Interaction

Level 6: Organizational Alignment

Step 1: Gather Insights by Monitoring & Listening

Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved

The problem is: “…they suffer from the Rodney Dangerfield Affect… … They don’t get enough respect… …They are not empowered with budget and resources to make the changes they know they want to & the company needs to make… …Don’t have the support of execuCve management…”


Step 2: Measurement

Step 3: Audience

Level 4: Content

Step 5: Interaction



Social Media is a game changer! The difference?



Step 2: Measurement

Step 3: Audience

Level 4: Content

Step 5: Interaction



Social Media is a game changer! The difference? We call it the Witness Factor™!


GO BACK IN TIME… PEOPLE WERE PREDICTING THIS…

There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is your opportunity as businesses…

Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved

MANY SCHOLARS HAD ADVOCATED TO

LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS…

As an engineer I…

Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved

GO BACK FURTHER…





Does the company: •  Use social media monitoring tools? •  Do they listen to the word-‐of-‐mouth in social

networks? •  What do they do with informaCon they learn?


Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening

Most everything the business needs to know… •  What’s working •  What’s not working •  What would be beZer if… Can be seen in

social networks… Copyright © 2008 @DrNatalie Petouhoff ™ ® © All Rights Reserved

•  What are customers saying about your company?

•  What did you learn “Would be better if…” – from the customer’s point of view?

•  What are your CSAT- type scores telling you?




Best PracCces are: •  Using real-‐Cme monitoring data to

manage the business •  Share that informaCon with:

•  ExecuCves (CEO, COO, VPs, Directors…) •  FuncConal Department leads in all

departments •  PR, MarkeCng, Sales, Service,

ProducCon InnovaCon, Back Office…

•  A digital dashboard for real-‐Cme monitoring, listening, interacCon, engagement



Agents… •  You’ve always been on the front line •  You’ve always heard the voice of the

customer •  Know you how important you are

•  Think about working at a place that cares about the customer

•  Vote with your feet


EMPOWER YOUR AGENTS

The problem is oYen: “… Measure the wrong things… …Drive the wrong behaviors: AHT… … Haven’t set-‐up measurement program to give aLribuCon to social media… ….Don’t know how to measure social media…”

Step 2: CreaZng a Measurement Program



Best pracCces means having: •  Clear objecCves, goals, outcomes •  Building business cases •  A Measurement pracCce:

•  Efficiency & EffecCveness of •  TradiConal customer care

iniCaCves (phone / email…) •  InteracCve, social, mobile… •  Can calculate the ROI (Return

on the Investment)

Step 2: CreaZng a Measurement Program

Step 2: CreaCng a Measurement Program



THE MAKINGS OF A GREAT BUSINESS?

1. LISTEN TO YOUR EMPLOYEES &

CUSTOMERS…

2. CONNECT PEOPLE WHO MAKE DECISIONS WITH PEOPLE WHO KNOW THE ANSWERS


How would you calculate ROI? of customer feedback… of employee feedback…

Chalk it up to the “Witness” factor

ROI = Benefits -‐ Costs x 100 Costs

What are the benefits of Creating products & services with input from the “crowd”

Creating products customers asked for means… •  Reducing the cost of PR & Marketing •  Increasing the lead conversion rates •  Reducing the cost of sales •  Reducing returns and/or churn •  Increasing customer lifetime value •  Reduced employee attrition •  Increased employee productivity

The So What is…


AND

Because the customer: -  Feels heard -  And they are getting what they need and want… -  They have ownership towards a company’s

product / services because they had input into -  Having their voice heard / being acknowledged

drives engagement… –  Increased positive online ratings –  Increased customer loyalty –  Increased customer advocacy –  Increased customer referrals via WOM –  Increased sales Chalk it up to the “Witness” factor

We help companies calculate the ROI of things they thought were too squishy or couldn’t be calculated

ROI of Human Capital

InnovaZon Social Media…

With Dynamic ROI Visualizer Calculators

& Dashboards…


The problem is… “…Have not idenCfied and established relaConships… …With key, target audiences… …To drive beLer customer experiences & loyalty, advocacy and referrals…”




Best PracZces are to: •  Create a brand persona •  Define the: •  CharacterisCcs •  Behaviors •  Personality

Social Customer Experience Strategy Step 3: Finding Your Audience


Best PracZces are to… •  Have Social IdenCCes in the contact

management / customer record system

•  Study their target audiences •  Values, biases, agtudinal behaviors,

psychographics, moCvaCons and social •  Always uses this informaCon when

interacCng with them •  To make the interacCons or events or

offerings relevant to them


Customer Name



Best PracCces… The interacCons are so meaningful that it creates a galvanizing bond… …And Brand Ambassadors •  Answer quesCons •  Defend the brand when

an online crisis starts to brew…

Step 3: Finding Your Audience Social Customer Experience Strategy


The problem is that the content… “… is not relevant… ….Does not help customers get what they need… … Doesn’t answers quesCons, provide help, how-‐to’s… … and the format and distribuCon are not effecCve…”

Step 4: CreaZng Engaging Content



Some companies create content •  Based only on what they think the

customer needs •  The answers are staCc FAQs •  And they only update the knowledge

base once a month, resulCng in limited success with self-‐service

•  And customer’s figure that out and call instead….

Step 4: CreaCng Engaging Content

Step 4: CreaZng Engaging Content Social Customer Experience Strategy


Best PracZces are to: •  Use the info in online interacCons on Facebook,

TwiZer, Blogs, Forums, etc… to create answers / informaCon

•  Populate this content in dynamically updated FAQs, arCcles, online, customer-‐facing knowledge base arCcles, in forums…

•  Provide customer service agents with quick access to the same informaCon

•  Use this content to drive beZer self-‐service



Best PracZces are to: •  Assure the content’s delivery is: •  Consistent •  Repeatable •  Engaging •  Entertaining

•  Make sure format of the content works on: •  PC, MACs… •  All standard browsers: Safari, Internet Explorer,

FireFox, Chrome, etc… •  Most popular smart phones & tablets… Step 4: CreaCng

Engaging Content



The problem is that the… “… technology, plaPorms and systems… … use to interact with customers… …to deliver content, capture feedback and enhance interacCons… … falls short…”

Social Customer Experience Strategy Step 5: Designing SZcky InteracZons


Some companies have a: •  Home-‐grown customer contact

record & CRM database •  With no ability to interact in social,

mobile or interacCve channels

Step 5: Designing SZcky InteracZons

Step 5: Designing SCcky InteracCons


And oken the channels were designed: •  From the company’s point of view •  Not from creaCng a customer-‐centric

customer experience


How extensive and well developed is the delivery of customer care and customer experience?



•  TradiConal customer service channels like

phone, email, fax, self-‐service… •  InteracCve care, including chat and click-‐to-‐chat,

desktop screen sharing… •  Mobile capabiliCes, interacCve service, SMS

(text)… •  Social channels, TwiZer, Facebook, Pinterest,

etc…

What are the Customer SaZsfacZon Scores?

What level is the integraCon of channels and interacCons? •  One view of the customer record •  Agent can see the other channels the customer has interacted

with…



Best pracCces are: •  Do a “day-‐in-‐the-‐life-‐of” a

customer service agent •  Know how technology affects

the agent’s producCvity, agtude and aZriCon

•  Conduct customer life-‐cycle mapping •  Know how efficient or effecCve the

customer experience is •  Increase agent’s producCvity, enable a

posiCve agtude & reduce aZriCon

Step 5: Designing SZcky InteracZons Social Customer Experience Strategy


Best pracCces are choosing technology: •  A universal queue to route all types

of interacCons to the desktop – including social

•  A unified desktop to handle interacCons: •  TradiConal (phone/ email) and •  InteracCve (chat, click-‐to-‐call, desktop

screening sharing) •  Social media

•  Agent has a record of all the channels a customer has previously interacted with the company so the customer does not have to repeat their story

Step 5: Designing SZcky InteracZons Social Customer Experience Strategy

Empower Your Agents


The problem is… “… No established personnel, model, commiLee, group, task force to create a social media policy… …No training… …Single individuals in various departments:

•  Are taking it upon themselves •  Are the force behind interacCng with

customers in social media…”

Step 6: Stop the PoliZcs; Gain Org Alignment Social Customer Experience Strategy


Step 6: Stop the PoliZcs; Gain Org Alignment Social Customer Experience Strategy

Best pracZces •  Conduct a social media readiness

assessment

•  Have execuCve’s champion strategies, plans, resources & budget to: •  Drive cross-‐funcConal collaboraCon •  Designate community managers &

agents to: •  Interact with target audiences on

all presences •  Answer customer’s comments,

concerns & quesCons •  Resolve / respond in a ways that

enhance engagement


Social Customer Experience Strategy Step 6: Stop the PoliZcs; Gain Org Alignment

Best pracZces •  Offer social media training

•  Especially Gen X & Gen Y •  They’ve never not been connected

•  Make sure to work with Legal •  Provide at least a 1 hour compliance training


Best pracZces… in case of a crisis, have the following in place:

•  Digital defense preparaCon plan •  Digital defense response plan •  Digital defense maintenance plan •  Crisis communicaCons planning and

messaging/ on/off line •  Issues/crisis "dark sites” •  Digital crisis educaCon •  Online media & blogger relaCons /outreach •  Post-‐crisis SEO and SEM •  Digital defense content producCon

Step 6: Stop the PoliZcs; Gain Org Alignment

Step 6: Stop the PoliCcs; Gain Org Alignment



The problem is… “…They don’t conCnually iterate their policies and procedures…

•  Around people, processes and technology •  Or pivot to make conCnuous, measurable

improvements •  To reach business goals •  While staying in compliance and •  Providing a great customer experience…”

Step 7: Pivot & Iterate: Update Social Media Scorecard & OpZmize Goals & Plan



Best pracCces •  Customer Service ExecuCves work directly

with the CEO & COO •  Develop a scorecard that impacts:

•  Customer Service •  ObjecCves and goals of the rest of the

company •  The ExecuCve Team’s decisions

•  Pivot to make conCnuous, measurable improvements

Step 7: Pivot & Iterate: Update Your Social Media Scorecard & OpZmize Goals & Plan Step 7: Pivot & Iterate:

Update Your Social Media Scorecard & OpZmize Goals & Plan



Customer Experience Assessments

•  An objecZve assessment •  RecommendaZons •  Short & long term strategic •  Short & long term tacZcal plan

Determine where you are compared to best pracZces & your compeZtors…

Social Media / Customer Experience Capability Report

You get…

Top Brand

With your scorecard, You’re ready to go to the next level…

Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening

200 Learn

Step 2: CreaCng a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: CreaCng Engaging Content 200 Learn Step 5: Designing SCcky InteracCons 200 Learn Step 6: Stop the PoliCcs; Gain Org Alignment

100 Listen

Step 7: Iterate and Pivot 100 Listen

You’ll be in a leadership posiCon…

5

•  Clear answers and strong guidance •  A disCncCve voice •  A compeCCve advantage

@drnatalie www.DrNatalieNews.com

@drnatalienformaCon Call: 310.919.8467 or 310.709.5519

THANK YOU And don’t forget to show Your customers you care