A SPOONFUL OF
SUGAR
Kerry Keegan
NWILL September 11, 2015
Kerry Keegan,
MLIS, MPS
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 serve
as Section Editor for RUSA
STARS and a RUSA Member-at-Large.
I’m also mother
to Adaleigh the human and
Remington the Pomeranian,
who are both disgustingly cute.
CAN YOU PLEASE
THEM ALL?
Popular U.S. rankings
2015 24/7 Wall St. &
Zogby Analytics
2015 Temkin Ratings
1. Amazon.com
1. Publix
2. Chick-fil-A
2. Aldi
3. Apple
3. H.E.B.
4. Marriott
4. Chick-fil-A
5. Kroger
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
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
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.
$==$
Value = the results customers receive in relation to the total
costs (price + other costs incurred in acquiring services)
and value
drives
customer
satisfaction
https://hbr.org/2008/07/putting-the-service-profit-chain-to-work
Employee
productivity
drives value
Employee
loyalty drives
productivity
Employee
satisfaction
drives loyalty
https://hbr.org/2008/07/putting-the-service-profit-chain-to-work
Southwest
Airlines
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.
These are older charts, but they illustrate current trends.
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/
LEAN MANAGEMENT
&
SIX SIGMA
◦ Maximizing customer value while
minimizing waste
◦ Continuously looking to increase
customer value
Methods of
using proven
industrial
tactics to
improve
customer
service
◦ 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
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…”
1. Interfaces
2. Communication
3. Delivery options
Key
areas
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
REMINDER!
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.
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 50point 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/
Introduced in 1970 and primary form of marketing
◦ Cross between a catalog and comic book
◦ Uses stories and humor to market services and products
Trader Joe’s
Fearless Flyer
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 rules
o Acknowledge with immediate replies
Quick emails, beyond auto response that says – looking into this, following up shortly.
o
o
Rewording CRM auto response to be more friendly and less technical
o Don’t auto-apologize
Cheerful, empathetic, understanding.
o
Provide solutions and fix the issue.
o
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 blame
o
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 expectations
Providing additional services or goods as an apology or just to make their day
o
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
Patron…
Customer…
User…
Guest…
Visitor…
Client…
Just
kidding!
What do each of
these say to us?
To them?
This is
something I’ve
been
pondering and
think all of you
smart people
should ponder
it, too.
Questions?
Examples of AWESOME customer service?
Thank you!
Kerry Keegan, MLIS, MPS
kkeegan@atlas-sys.com