Lr user group presentation april 2015
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Dovetail Subscription Conversion Workshop: Getting the most from your customer service team
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Lr user group presentation april 2015
- 1. Getting the most from your Customer Service Team Liz Russell
- 2. The Plan That light bulb moment Briefing the team Increasing revenues Solving the queries Learning more about your subscribers
- 3. That light bulb moment! (The best initiative in the world ever!) Share it with Dovetail….. How could Dovetail implement it? What questions do the team have? What might be the roadblocks? Is there a better way? From experience what might the results be?
- 4. Building and delivering the brief Not just a campaign set up form….. Explaining the initiative Sharing the creative or customer journey Sharing the expected outcome or targets Setting the guidelines
- 5. Building and delivering the brief Think differently…..
- 6. Increasing revenues Bold Chat Up-sell Cross-sell Merchandise
- 7. Solving the queries An efficient response increases propensity to renew… “Only 5% of subscribers have made a conscious decision not to renew their subscription. The remaining 95% are in various degrees of commitment and indecision. Among the waverers, customer service is a sensitive issue which has a material effect on their decision whether to renew or not.” Jim Bilton SSS 2014
- 8. Solving the queries and learning more about your subscribers Keep it simple Provide guidelines to encourage autonomy Talk to the team Listen to calls
- 9. In Summary Its all about: Engagement Empowerment The right information
Hinweis der Redaktion
- Welcome to the final session of the afternoon. For those of you that don’t know me – I am Liz Russell, a Senior Account Manager at Dovetail and having looked after a variety of clients during my 8 years at Dovetail I have a wealth of examples of ways that you can all get the most from the customer service team at Dovetail.
- That light bulb moment – looking at how Dovetail customer service teams can help from the very beginning Looking at effective ways to brief the customer service team so they are forewarned, retain the information and can manage the customer experience Upselling to your customers, cross-selling other products to enhance the customer experience and your revenue, increasing conversion on your SOL site through Bold Chat Thinking about the whole customer journey from a retention perspective – so PM talked about the welcome strategy and nursery period but there is also the whole lifetime of the subscription to consider too and if customer service teams know how the publishers like them to respond and are given a certain amount of autonomy (within clear boundaries) to deal with queries the customer experience is much improved. The customer service team is the coalface of the subscription experience and can therefore provide you with great anecdotal information about your subscribers from the interations that they have.
- Its That moment of sudden realization, enlightenment, or inspiration of a truly great campaign or initiative that will set the world alight. It might be a new subs campaign, implementing Feefo to support your PPC and Search campaigns which Sharon and Carl both discussed, Using Bold Chat to increase conversion on the subscribe online site, a new renewal/retention strategy, a implementing a welcome pack, The key to getting the most from the team is to engage them from the start. Our customer service team have a wealth of experience, they have dealt with all kinds of campaigns, can see campaigns from the customers perspective and are also very aware of what they would need to know to be able to effectively and efficiently deal with customers responding to these initiatives. When the team feel valued and that their opinion matters they are more likely to engage with the brand. First step is to discuss a brief outline of your idea and the offer maybe even some sample creative with your account manager who can talk about it with the customer service team and get their feedback. The team would look at ways the initiative can be implemented and would certainly result in a list of questions coming back to you that customer services think they might need answering or ideas of additions/changes to the initiative to improve the journey for the customer. It may be that the Dovetail team have an idea to improve the campaign or initiative to increase efficiency and conversion and also provide feedback on what the results might potentially be, especially given other clients experience.
- Once you have formed a plan it is important to breif the team, and that brief to customer services is more than just the campaign set up form to get a URL, in order to truly engage the team it helps to share more detail than that. Explaining the initiative – helping the team to buy in to why you are implementing this and how it will work Sharing the creative and the customer journey – taking the team through the journey that the customer will follow, what the customer will see, how you are enticing them to convert, and what you want the customer to receive once they convert or interact with Dovetail Letting the team know what you expect to get out of it – share your targets. Are you expecting 5 subscriptions or 500 subscriptions, renewal rates to increase by 10% because of the new welcome pack, PPC conversions to go up by 7% because of a 5 star rating through Feefo? All of this information helps the team to understand their role in helping you to achieve your goals. Setting the guidelines – defining the terms and conditions that you are setting for example if there is Limited stock of a gift, what the team should do when it runs out, how customer services should deliver the message to the customer. Refund criteria for the offer, but also think about this across the board, it should be simple and straight forward to enable the team to easily remember the boundaries of their authority. If terms and conditions are complicated for the customer service team who deal with subscriptions everyday how will the customers understand them?
- So once the content is covered its time to think about how to deliver the information. The best advice we can give when delivering the brief is to think differently – the best ways to get the team engaged with your product and idea is to make the briefing memorable. Use Different forms of delivery – not necessarily buying the team pizza! A presentation, a handout, a quiz, videos, and prizes for participation. Not only does this variety of media help the team to remember its also important so that the Dovetail intranet MagHelp can be updated with all the new information. This allows the customer service team to have a point of reference and potentially this is something that all clients could review from time to time to update the information and check that it is still relevant without there being a new campaign or change to the product. Can any one share any examples of a great breifing they have given to customer services that really engaged the team or indeed a briefing that you have attended, regardless of the topic, where the delivery really captured your interest ?
- So once the customers have started to come through to the website, converting online and coming through to customer services there are many ways that you can interact with them to enhance the customer experience and also increase revenues So firstly we have Bold Chat a webchat service that Dovetail can implement on the subscribe online site which means that customers who fall idle on the site have a pop up chat offer so that customer services can offer assistance in guiding the customer to convert. Bold Chat can be utilised for those clients with either high traffic of 10 thousand visits a month or a high average order value of £50 or so; and if the financials stack up potentially 17% of those customers that engage in a chat would convert – subscriptions that you may otherwise have lost. Upselling is also another possibility within the call centre and on subscribe online. So offering customers the print and digital bundle, or premium package when they originally required only a digital subscription perhaps. Once the customer has converted Cross-sell can achieve between 2% and 18% conversion rate on incoming calls where cross-sale would be appropriate. Obviously the offer can have a great bearing on the success and large portfolios can seem to have more opportunity for cross-sale potential. For most publishers with a smaller number of titles there is a bit more creativity required…. Merchandise offers can be suggested, sending customers to the website to get subscriber discounts on merchandise, events, downloads or possibly video content of interviews conducted for the print/digital editorial. Merchandise offers to subscribers that are pitched as a subscriber special offer/rate can encourage that feeling of being special and boost engagement with the brand increasing the propensity to renew. These subscriberonly deals/events/merchandise/downloads etc that might be available on the website can be highlighted on phone calls into the contact centre, or also on the customer service emails as a banner driving customers to the website.
- Once the customer has been converted how do we keep them happy and deal with their queries? The key is to keep it simple – so customer services can remember the guidelines and deal with enquiries efficiently. As we have seen in the Dovetail Subscriber Service survey it was clear that if a customer experiences a problem and it is dealt with correctly and swiftly the propensity to renew increases, if the problem is not rectified or dealt with badly the renewal intention is dramatically reduced. Empower the customer service team by giving them autonomy to deal with the queries within your guidelines Talk to the team, spend time with them asking for their unprompted feedback or comments, one client held a surgery where the customer service team could talk with the publisher about the most frequent problems or niggles that they and the customers faced, and those are the circumstances that facilitate the best ideas and realisations Take some time to listen to calls when you visit Dovetail for meetings
- What about social media customer service?