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How to Give Great Customer Service: What I Learned At UserConf 2012 |
How to Give Great Customer Service: What I Learned At UserConf 2012 Posted: 06 Nov 2012 06:46 PM PST Posted by Aaron Wheeler At SEOmoz, we're always trying to improve our customer service by making our customers as happy as possible. Last month, my colleague Nick and I went to San Francisco for the inaugural UserConf, a conference all about "keeping your customers (happy)." You can remove the parentheses, though; UserConf focused entirely on keeping customers happy. Customer retention was just a serendipitous outcome. That's what I love about Customer Service 2.0; we're real people making other people happy, not pre-programmed Droids focused entirely on efficiency and cost savings. While we want to make our customer service as cost-effective as possible - cheaper customer service means cheaper product cost for our customers - our primary goal is to provide customer service that's worth recommending to other people. The speakers at UserConf gave some great advice on how to provide that type of service.
This isn't the customer service we're looking for. I got a lot of value at UserConf and wanted to share some of the main points and takeaways I got from each speaker. My philosophy is that the more the customer service industry shares what makes great customer service, the more likely it'll benefit us all when we ultimately need help ourselves. After all, a rising tide floats all boats. Let's open up those floodgates! Keynote: Richard White, UserVoiceBackground: Richard spoke about why UserVoice was hosting UserConf and why we were there: not to learn about why we should make customers happy, but to learn how. It's self-evident why you should do it: it's the right thing to do. Key Points:
Takeaways: Make it easy for your customers to help themselves instead of requiring them to reach out for help. Instead of thinking of customer service as a cost to be managed, think of it as a sales and retention avenue. Empower your team to make customers happy, and if you can, incorporate support interactions into your CRM so you can see just how effective a retention avenue good customer service is. Good self-help is a little more detailed than this, but it's a start Designing for customer experience: Kevin Hale, SurveyMonkeySlides: https://speakerdeck.com/u/roundedbygravity/p/how-to-design-software-users-love Background: Kevin started out working for Wufoo, and moved to SurveyMonkey when it got bought. Part of his success was building a culture around customers from the beginning. He spoke about making everyone at your company understand customers, as did Ben from Olark, who we'll discuss in a bit. We've got some of this culture at SEOmoz, but I'd like to develop it even further using some of the points that Kevin made. Key Points:
Takeaways: To use Kevin's metaphor, customer service at a company like ours is all about the long-term marriage. We want to make our customers happy throughout their subscription, and beyond. Even when our customers cancel, some of them come back, so we make sure to give them the best cancellation experience we can. I don't want to make it sound like we only do these things to make more money, though. To us, it's more important to stay TAGFEE than to squeeze a few more dollars out of people. Some ways that we keep our customers happy for the long haul include giving credits when customers encounter issues or bugs that prevent them from doing their work; keeping track of feature requests and letting customers know when they're implemented (thanks, product team!); and issuing a refund when a customer that intended to cancel earlier accidentally let the next charge go through. After this conference, we'd like to add more context drop-downs to our contact form; better inform our customers of improvements and fixes we've made for them; and keep everyone on the team informed of what's trending with customers week by week. Being Roger's therapist is usually easy, but some weeks can be a little tough Allhands support: Ben Congleton, OlarkSlides: http://www.slideshare.net/bencongleton/all-hands-support-talk-to-your-customers Background: Like Kevin, Ben spoke about involving your entire business in customer service to make your products better. If everyone at the company knows what customers are writing about, they're more likely to design products to address pain points and fix bugs for customers. Key Points:
Takeaways: Going forward, when SEOmoz launches new features or products, I want to make sure to involve the whole company in doing support for the new releases. This way everyone will see the results first-hand and be able to make decisions about success on their own. Logistically, it's going to be tough. After all, if we just released a new feature, I want to make sure our engineers have the time to fix bugs as quickly as possible. At the same time, I want them to be able to see their work after it's gone live. Making a rotational temporary team seems like the best compromise.
Since the red phone idea's been taken, maybe we should have a player telegraph instead? When everything goes wrong: Matthew Patterson, Campaign MonitorSlides: http://mrpatto.com/userconf Background: Matt spoke in a very nice Australian accent about how to create an emergency action plan. Things go wrong, and often predictably so. There should be very specific plans in place for emergency scenarios. Key Points:
Takeaways: Actually have a plan for all the possible disasters that could happen with your product. Let everyone at the company know where these plans are, whether they're on the company Intranet or in a manilla envelope in a safe in Gringotts. Do this so that your customers are taken care of quickly and accurately. I think the best first step is to establish an early warning email alias - it's helped us a lot.
On second thought, there's probably safer places to keep our emergency plans than Gringotts... Quickly scaling to 24/7 phone support: Jessica Semaan, AirbnbBackground: Jessica spoke about her experience scaling a customer service team of 3 people into one of 200 people in just a couple months. Like Kevin touched on a bit, she used a metaphor of love and relationships to explain customer interactions and how to provide great service. Key Points:
Takeaways: Harness the power of your customers. At SEOmoz, we have our Q&A forums, where customers help each other with their inbound marketing questions. However, some customers have been using it for support questions, and our other customers are helping them there! If you don't have a support forum, get one, and let all of your customers know about it. Email them, link to it in your main navigation, and reward people for helping each other. As the other speakers mentioned, get your whole company on board with the biggest customer pain points. How can you measure success? Every single person in the company, when asked, should be able to answer, "What are the 10 biggest bugs and issues with our product right now?" When audiences don’t agree: Dana Kilian, EventbriteBackground: Dana mostly spoke about setting expectations for customers and clarifying the role of their business for users. They have a different business model from ours so the presentation was a little less relevant for us, though I did extract a couple gemeralds. Key Points:
Takeaways: I saw some parallels here with SEOmoz and think we could do a better job of clarifying what our company does and doesn't do. At least 25% of our inbound sales interactions think that we do consulting, or that signing up with us will boost their rankings effortlessly. But we're an analytics software company, not SEO consultants. What do we do? What don't we do? How are we setting expectations for potential customers around these things? We'll continue to work with marketing to help define these things for customers before they need to call or email us about it.
Trying new things can be scary, but it's nearly always worthwhile Trying new things: Chase Clemons, 37signalsSlides: http://supportops.co/userconf-2012/ Background: Chase described the channels that they use at 37signals to do customer service. It pretty much reflected what we do at SEOmoz, so check out his post to see what our channels look like. One note: almost none of the companies that presented or that were at the conference do phone support, or don't list a number on their site for customer service. What would it be like if we didn't have phone support at SEOmoz? What would we miss out on? That's one of the questions I thought about, since we receive over 500 phone calls a month. Key Points:
Takeaways: Make it as easy as possible for customers to get help from you via the channel that they prefer. While phone support might be hard for businesses, I've found that many of our customers prefer it, so we've got to think about how we want to scale it. Since we don't have a sales team, it might be hard to just not have a number potential customers can call and ask us sales questions at.
While some cat channels are useful, make sure to have email and live chat, too Customer conversations at massive scale: Doug Turnure, Microsoft Visual StudioBackground: Doug spoke about the advantages of being a huge company with a lot of users: using huge amounts of customer data to determine feature improvements. Key Points:
Takeaways: Our support team needs to become more proactive in our data analysis. Use the data you have from customer emails, chats, and forum posts at scale to improve the UI. We use Zendesk here, so we'd like to implement a more granular and robust tagging system to aggregate this data at scale. End-of-conference Q&A: all speakers
Throw away everything I've said and don't read the next part Top 10 action itemsAs you can see, I learned a lot! Here are my top 10 takeaways from the event that I'm going to work on at SEOmoz:
I hope this post helps you improve your customer service experience as well as your product as a whole! If you have any questions or want to discuss anything in more detail, please add a comment below. I'd love to chat! Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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The first time was youthful bravery--I was playing hockey with people far better than I (not older, merely better) and they slammed me into the boards. That's something almost heroic, at least when you're twelve.
No, the second time was two days ago. I finished a delightful breakfast with a friend and as I walked out of the restaurant, I focused on the door to the street and the weather outside--and completely ignored the interior plate glass door, slamming right into it at full speed.
The important lesson: while it matters a lot that you have a goal, a vision and an arc to get there, it matters even more that you don't skip the preliminary steps in your hurry to get to the future. Early steps might bore you, but miss even one and you might not get the chance to execute on the later ones.
My nose is fine, thanks, better every day, but the reminder was a worthwhile one.
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$10,000 Scholarship for College Student Bloggers Posted: 06 Nov 2012 02:39 PM PST Are you in college and are you a blogger? If so you are eligible to Win a 10,000 Scholarship. Scholarship Requirements
Applications were taken starting October 28, 2012 and the submission deadline is November 13, 2012. Please see the link at the top for details. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Greek Strikes on Eve of Critical Vote; Expect Violence Posted: 06 Nov 2012 12:45 PM PST In spite of all the huffing and puffing and bluffing, once again the Greek puppets will likely dance to the strings of the Troika and pass austerity measures required for Greece to get the next tranche of money. Unions, lawyers, pensioners, and workers in general are not pleased with Prime Minister Antonis Samaras and have planned a major series of strikes. I expect violence if Samaras musters the votes to pass the bills. There is likely to be violence before the vote as well. Please consider Greeks Plan Strikes On Eve of Votes On Monday, public-transit workers, taxi owners and journalists around the Greek capital walked off the job in protest of the €13.5 billion ($17.3 billion) austerity and reform package to be voted on Wednesday. On Tuesday and Wednesday, all public-sector services are expected to be frozen in a 48-hour general strike called by the country's two umbrella unions—private sector GSEE and public sector Adedy—bringing chaos to the Greek capital.One curious aspect of this vote is everyone seem to think it will pass (even if by a slim margin). In votes for prior austerity measures, there appeared to be more doubt than now. If there is massive violence ahead of the vote, then perhaps it does not pass. The journal notes "If elections were held today, only 20% of Greeks respondents said they would vote for New Democracy—down from 29.7% in June—while Pasok saw its support cut almost in half to 6.5%, and Democratic Left by a third to just 4% and Syriza would garner 23% support, down from 26.9% in June." Those percentages total only 53.5%. If all of those parties are losing votes then where are the votes going? Here's the depressing answer: the Neo-Nazi Golden Dawn party. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Restaurants to Mitigate Health Care Costs by Cutting Hours; Reflections on Productivity Posted: 06 Nov 2012 07:46 AM PST NPR "Restaurant News" confirms exactly what I have been saying about Obamacare: Restaurants to Mitigate Health Care Costs by Cutting Hours. "What we're seeing is that this health care law puts unique challenges on chain restaurants," said Rob Green, executive director of the National Council of Chain Restaurants. "The law will have cost implications on a lot of different business sectors, but restaurants and retail are in the bull's eye."Misdiagnosing the Setup Reader "Flapping Eagle" says I have it wrong and Obamacare will cause unemployment to rise. Here is his logic: When you can only work 25 hours at a job, you have ample time to work two jobs.Flawed Analysis Did you catch the flaws in Flap's analysis? I responded to Flap as follows: Many, perhaps most of these part-time workers have hours or shifts that change week to week. Moreover, they are expected to be on call in case someone is sick. Scheduling two 25 hour weeks, both subject to change and call-ins does not work! Furthermore Red Lobster and an Olive Garden are part of the same chain. The employer, Darden Restaurants, would increase full-time employment if it did what Flap suggested, and that is precisely what the chains want to avoid. Reflections on Productivity This will be resolved in the manner that I said, with one more peculiarity that I failed to mention earlier. Productivity will go down. People want more hours and get less of them. Morale will suffer. Also, some of these new hires are marginal. I have run into the issue twice already. I have had clearly new, as well as inept waiters at two different Olive Gardens in the past month. Restaurants are hiring to avoid Obamacare ramifications, and that hiring has lowered the unemployment rate. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Don't Throw Your Vote Away; Reflections on "Lesser of Two Evils" Posted: 05 Nov 2012 11:26 PM PST I have unwaveringly stated I will not vote for either president Obama or Mitt Romney. That position has not changed. I wrote about that point of view on September 19 in QE to Infinity and Beyond; Mish for President? In response, I received quite a few emails from people stating they would indeed write in "Mish" for president. I deeply appreciate the support. However, here we are on election eve (or election morning depending on your time zone), and I need to tell you something slightly different. The reason is not all states count write-in votes. For example, in Illinois, write in votes are only counted if someone declares write-in candidacy via a specific date. I missed the Illinois deadline. I also missed any other such deadlines in other states as well. Stand Up and Be Counted So as much as I appreciate the support, I have to advise, that if you want your vote to be counted, you likely have to vote for an official candidate. Sadly, that means you cannot vote for Ron Paul, for me, for yourself, or anyone other than an official declared and filed candidate. Dissatisfied With Obama and Mitt Romney? Are you disastified with the mainstream Republican and Democratic candidates? If so, I wonder if you are not in the majority. Yet, people will foolishly vote for one or the other on the misguided grounds of "lesser of two evils". Reflections on "Lesser of Two Evils" Here is my basic thought. If you keep voting for the lesser of two evils, then you will continually be presented with two evil choices! (Use your own definition of evil). Does either of these candidates represent mainstream US thinking? I think not. So why not opt out of such choices? Here's the deal. In all but a handful of states, the election has already been satisfied. For example, if you live in California you may as well piss in the wind as to go vote for Mitt Romney. Likewise, if you live in Montana, a vote for Obama is a wasted vote. So why do it? Don't Throw Your Vote Away My friend Arkady "Ari" Kamenetsky on the Right Condition blog suggests the same thing in his article Why voting third party is exactly the opposite of throwing your vote away. Ari posts an amusing flowchart leading voters to a choice that says vote for the Libertarian candidate Gary Johnson. The flowchart has some mathematical flaws (such as infinite loop connections that cannot be resolved), yet his article is a sound one. Specifically Ari asks ... "Are you tired of the two party system? Are you tired that every 4 years the choice becomes less and less obvious? Are you tired of voting for the same big spending, big military, big prohibition, less rights and more intervention party? Do you even believe that there are two parties anymore? Unless your entire political concern lies somewhere in the abortion/religion/homosexuality triangle then you are probably yearning for more." Well my answer to Ari's first question is "yes". I am indeed tired of the choices presented. I wrote in Ron Paul in the last two elections and was going to write in "Mish" for this one. However, I want my vote to be counted. Therefore, I am going to vote for Libertarian candidate Gary Johnson. Gary Earl Johnson is an American businessman, a former Governor of New Mexico, and the Libertarian Party nominee for President of the United States in the 2012 election. Several months ago I took a survey that showed I had 96% of my views in common with Ron Paul and 95% in common with Gary Johnson. Clearly I have 100% of my views in common with myself, but 95% is good enough. Even if you have far less in common with Johnson, if you live in a decided state, then you have nothing to lose by voting for him, and everything to gain. If you do not like either Obama or Romney, please consider a protest vote for Johnson because that will be counted but a vote for Mish may not be. Apologies if you did not see this in time. I meant for this post to go out much sooner. Don't Throw Your Love (or your vote) Away I offer this musical tribute for your vote. Link if the above video does not play: The Searchers - Don't Throw Your Love Away Election Night Coverage With Mish on National Radio Regardless of the outcome, I will be on Coast-to-Coast national syndicated radio with George Noory to discuss the election results and the impact on the stock market and jobs. The broadcast starts at midnight Central, 10 PM Pacific. Click here for a station in your area, many of which have an internet broadcast feed, even if none are close by. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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