IRCE 2013: 45 Tips in 45 Minutes for Creating the Ideal Customer Experience
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This document provides 45 tips over 45 minutes for creating an ideal customer experience. It is divided into four sections: make shopping painless, engage in two-way conversation, get order fulfillment right, and plan to achieve the ideal. The tips focus on improving the customer experience through all aspects of the customer journey from browsing the website to product delivery and returns. The overarching goal is to turn customers into advocates by providing a seamless, engaging experience.
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IRCE 2013: 45 Tips in 45 Minutes for Creating the Ideal Customer Experience
- 2. 45 tips in 45 minutes for creating the
- 3. Ryan Iverson MindWare General Manager IT & Operations
- 5. What is the “Ideal”? RAVING FAN • CANNOT STOP SELLING Advocate • Selling for you Member • Relationship of trust Customer • Repeat buyer Shopper • First time buyer Prospect • Show some interest Suspect • Fit your target
- 6. Impacting Customer Experience Make Shopping Painless Engage inTwo-way Conversation Get Order Fulfillment Right Plan to Achieve the IDEAL
- 8. Consult with the pros on website usability. Make Shopping Painless
- 9. Make Shopping Painless Clearly convey your commitment to integrity.
- 10. Make Shopping Painless Make your site a destination that brings them back.
- 11. Make Shopping Painless Invest in quality product photography.
- 12. Make Shopping Painless Provide customized content based on the audience.
- 13. Make Shopping Painless Solve site search problems.
- 14. Make Shopping Painless Don’t ignore the cart orphans.
- 15. Make Shopping Painless Allow guest check out.
- 16. Engage inTwo-Way Conversation Decide how to best serve your mobile shoppers.
- 18. Engage inTwo-Way Conversation Create a sense of belonging.
- 19. Engage inTwo-Way Conversation Monitor and engage on platforms your shoppers frequent.
- 20. Engage inTwo-Way Conversation Ask for input.
- 21. Engage inTwo-Way Conversation Never ignore the negative.
- 22. Resist the urge to get post happy with products. Engage inTwo-Way Conversation
- 23. Engage inTwo-Way Conversation Resolve customer issues on the first point of contact.
- 24. Engage inTwo-Way Conversation Empower contact center agents with product knowledge.
- 25. Engage inTwo-Way Conversation Offer online chat.
- 26. Engage inTwo-Way Conversation Respond to email quickly.
- 27. Engage inTwo-Way Conversation Support causes your customers care about.
- 28. Engage inTwo-Way Conversation Believe in transparency.
- 29. Engage inTwo-Way Conversation Stand by your guarantee.
- 31. Get Order Fulfillment Right Get the right products to the right person at the right time.
- 32. Get Order Fulfillment Right Set expectations before the transaction takes place.
- 33. Get Order Fulfillment Right Ensure fulfillment accuracy with multiple checkpoints.
- 34. Get Order Fulfillment Right Do systematic shipping upgrades.
- 35. Get Order Fulfillment Right Over-communicate your brand strategy to operational teams.
- 36. Get Order Fulfillment Right Know what motivates your operational team members.
- 37. Get Order Fulfillment Right Align product packing materials with your brand.
- 38. Get Order Fulfillment Right Determine what else goes in the box.
- 39. Get Order Fulfillment Right Insert offers based on buying history.
- 40. Get Order Fulfillment Right Explore services available in your warehouse today.
- 41. Get Order Fulfillment Right Share delivery information.
- 42. Treat returns as an opportunity. Get Order Fulfillment Right
- 43. Plan to Achieve the IDEAL
- 44. Analyze shopper behavior on your site. Plan to Achieve the IDEAL
- 45. Test your marketing often. Plan to Achieve the IDEAL
- 46. Listen to your contact center agents. Plan to Achieve the IDEAL
- 47. Listen to employees in the warehouse. Plan to Achieve the IDEAL
- 48. Wow your first time visitors. Plan to Achieve the IDEAL
- 49. Reward your most loyal customers. Plan to Achieve the IDEAL
- 50. Create an app. Plan to Achieve the IDEAL
- 51. Be data driven. Plan to Achieve the IDEAL
- 52. Maintain performance during peak season. Plan to Achieve the IDEAL
- 53. Plan to Achieve the IDEAL Remember to say “THANKYOU!”
- 54. Plan to Achieve the IDEAL Make the fulfillment process part of your service strategy.
- 55. Plan to Achieve the IDEAL Invest in it.
Hinweis der Redaktion
- INTRO SCREEN SLIDE
- RYANIntroduction
- RYAN
- MATTintroduction
- RYANLadder of Loyalty – concept that’s been around for years – but worth thinking aboutOur Ideal Customer is a RAVING FAN.Only way to get that level of loyalty is delivering on the Ideal Customer Experience – every time!Article copy:There are two aspects to increase the value of your marketing which in turn creates profits in your business. What are these two sides of marketing? In short, they are Acquisition Cost and Lifetime Value. The goal of Marketing in the business should be to reduce the Acquisition Cost and increase the Lifetime Value. So, we will reserve Acquisition Cost for a later discussion and focus on how you develop the Lifetime value of your customers. Based on the knowledge that it is six times more expensive to acquire a new customer than to sell more products and services into your current customer base, ActionCOACH has created a system to build customer loyalty. The concept I discuss in my book, "Instant Repeat Business," is to increase lifetime value by using the Ladder of Loyalty:Raving FanAdvocateMemberCustomerShopperProspectSuspectThe concept is to categorize each and every name in your prospect and customer database into levels according to their loyalty to your business. You start with SUSPECTS which are businesses that fit into what you have defined as your target market. Any name that you obtain through marketing efforts that fits your criteria enters the Ladder of Loyalty at the SUSPECT level. Once the SUSPECT becomes interested in your product or service and makes an inquiry, you would move the business up to the PROSPECT level. Next, a SHOPPER would be a business that buys once from you, but has not yet determined that you are a vendor he or she wants to do business with again. If the business buys more than once, then the SHOPPER becomes a CUSTOMER. Once the CUSTOMER becomes a consistent buyer of your products and services, you may begin offering incentives and privileges to them so that they become MEMBERS, and no longer look elsewhere for competitive products or services.MEMBERS do business with you because of the relationship and trust that you have developed. An ADVOCATE is where your MEMBERS begin selling for you through testimonials and referrals. An ADVOCATE becomes a RAVING FAN when he/she cannot stop selling for you. Anytime a RAVING FAN is out in the community they are promoting you to everyone about how wonderful you are.Now, here are some important questions: How many RAVING FANS do you have in your customer base? What would happen to your business if you moved everyone in your database up one level? Massive profits do not occur by bringing more SUSPECTS or PROSPECTS into your database, but rather moving MEMBERS to ADVOCATES and then to RAVING FANS. Massive profits occur at the RAVING FAN level. As an assignment, go into your prospect and customer database and determine how many businesses you have at each level. You will create a world of opportunity once you begin to implement strategies for each level on the Ladder of Loyalty.
- MATTToo many customer touchpoints to cover in a single sessionTake away for today is to INCLUDE operations in your Customer Experience strategyHit on customer experience in every point of the order lifecycle.It’s the only way to get and keep RAGING FANS.
- MATT
- RYAN
- . . . And video if that makes sense.Reduce inbound pre-purchase inquiries and post-sale dissatisfaction.
- And it can’t be you.
- Matt: Failing to plan is planning to fail.
- In the decisions you make that impact customer service