the customer journey mapping workshop (relate live london)
TRANSCRIPT
#RelateLive
#RelateLive
Journey Mapping Customer Effort
Sary StefankiZendesk Sr. Director, Global Customer Success
Mike ZinneZendesk VP, Global Customer Success
Reducing the effort your customers have to put into a relationship is extremely important.
The Effortless ExperienceThere’s something to it
96% of customers that had high-effort experiences reported being disloyal.
Only 9% of customers with low-effort experiences report being disloyal.
Only 1% of all customers with low-effort experiences said they’d spread negative word of mouth about the company.
Compared with 81% of customers with high-effort experiences who said they’d do the same.
Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.
What is Journey Mapping?
Journey Mapping is a tool companies use to help them see what their customers truly experience –
the real moments of truth and the ways in which customers go about achieving their needs.
What is Journey Mapping for Customer Effort?
Journey Mapping for Customer Effort is a tool to
identify where customers are expending too much effort
to achieve their needs.
The company made it easy for me to handle my issue.
OK great. Where do we start?
Well, with a customer journey, of course.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer Effort Score v2.0
Question and answer more universally understood in testing
Wording and layout allows for more natural inclusion in other surveys
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Find anomalies in scoring distribution
Anomalies come in two forms: • A distribution that is
significantly better or worse than the industry
• Specific interactions that fall outside of a normalized distribution
Scoring Best Practices
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer asked to log in to website to
enter chat
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer asked to log in to website to enter chat
?
?
Top Drivers of Disloyalty
4 out of 5 of are related to ‘effort’
• More than one contact
• Repeating information
• Perceived effort
• Being transferred
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer asked to log in to website to enter chat
?
?
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Customer asked to log in to website to enter chat
?
?
Enable agents to solve low-risk
tickets in social channel
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Customer asked to log in to website to enter chat
?
?
Enable agents to solve low-risk tickets in social channel
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
The 4 Pillars
Low effort companies
minimize channel switching
Low effort companies
maximize next issue avoidance
Low effort companies equip
agents to engineer experiences
Low effort companies empower
employees
The Math of Loyalty
More customers, more time
More revenue per customer
Improve Customer Retention
Increase Lifetime Value
The Math of Loyalty
Increase customer lifetime value
# of customers % impacted current ltv % improvement( )xx x) (
The Math of Loyalty
Increase customer lifetime value
$1,250,000
500,000
# of customers
5%
% impacted
$500
current ltv
10%
% improvement( )xx x) (
Key TakeawaysFour-Up
Effort is a key piece of loyalty1
2
3
4
Reducing effort for your customers can increase business value
Journeymapping for customer effort is an approachable, effective tool to diagnose areas of effort
Give it a shot!
#RelateLive