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Generating customer satisfaction

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By Vincent Degove (www.linkedin.com/in/vincent-degove-40514894), ex-Head of Customer Services at Trainline (www.thetrainline.com)

Trainline is well-recognized as a company that changed the approach to customer service. They answer quickly & precisely. The customer experience is at the heart of their business.
Vincent worked for more than 4 years in Trainline’s (ex-Capitaine Train) customer services department and gives us insights about how to set up a tremendous customer-oriented infrastructure.

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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Generating customer satisfaction

  1. 1. Generating customer satisfaction Vincent Degove // ex customer XP @trainline_eu twitter.com/vincevlo Lessons from a few years of customer service
  2. 2. Usually ,customer service…
  3. 3. Customer service, as we know it No proper follow-up No one takes the responsibility Standardized answers Limited tech expertise Suggestions from customers not heard Vivaldi
  4. 4. Let’s try to do it properly. What do customers expect from a customer service, by the way?
  5. 5. Be a PRO Know your stuff and make the customer feel understood Provide the accurate answer (if there is a question) Solve the problem (if there is a problem) 1
  6. 6. Be fast That’s the only “quality” sign that customers really care about They don’t like to repeat themselves or be redirected. 2
  7. 7. With competence and speed alone, your customers are like:
  8. 8. Be human (and do the extra-mile) Write without spelling or grammar mistakes Write with (real) empathy Care about your customers and do the small extra step. 3
  9. 9. Your customers:
  10. 10. Challenges of customer service in startups
  11. 11. Huge growth 1 Source : https://twitter.com/jsduxvi
  12. 12. You don’t want to triple your support team every year. Solutions : Diminish the contact rate (good) Improve support efficiency with better tools (good) Trying to improve support efficiency telling them just to work harder (bad) Triple your support team every year by outsourcing it (very bad)
  13. 13. Double share of support: your software product + real life Remember the “be a pro” part? 2
  14. 14. Example with Trainline…
  15. 15. Low margins Some Business Models do not work if a majority of customers are not autonomous 3
  16. 16. Good intentions. And now, how do we do this?
  17. 17. The main secret for good customer support is…
  18. 18. People. The support girls and guys.
  19. 19. Say hi to some working class heroes.
  20. 20. How do you build up a good support team?
  21. 21. Commitment and vision from your bosses. Support is an essential function of the company. It is a real profession, with valuable skills. (And skills have a cost). A
  22. 22. Hardcore hiring process. Skills? Evaluate them (with tests). So we look for a: ● Typonazy ● With empathy ● That explains clearly ● And has a tech sensibility ● And loves travel ● And has the “little crazy thing” B
  23. 23. Training C
  24. 24. A little bit more than customer support: Customer Experience Specialist 1. Ensure the customer is "wowed" by his experience 2. Make sure the voice of the customer is heard and the company is customer oriented
  25. 25. Customer support by email
  26. 26. Yes, only written, no phone Phone is what customers ask the most. But good support for real questions can hardly be achieved by phone.
  27. 27. Zero Inbox™ FTW
  28. 28. Writing guidelines
  29. 29. Honesty
  30. 30. Never lie or distort the truth (even slightly). (But don’t “shoot yourself a bullet in the foot” neither saying an uncomfortable truth that you could avoid.)
  31. 31. A promise is a debt. Underpromise, overdeliver.
  32. 32. Reply to this email and to each question.
  33. 33. Bingo.
  34. 34. Improving the Customer Experience: The best support is no support
  35. 35. Do tech support and not customer service Don’t pay people to repetitively push buttons. This is to be done by computers, or your users. Your job is to assist your customers in using your product (not use a hidden one for them).
  36. 36. Our work? Be lazy Why the customer needs to write to us? Behind each contact, there is a product solution. (Or a bug ;))
  37. 37. Customer should be able to do all actions by himself We don’t do them for him. We only support the app (in case of problem)
  38. 38. Let’s take out one by one contact reasons
  39. 39. Even when it’s not our fault
  40. 40. Prioritizing issues We could spend a lot of time doing metrics. Or just know what are the most annoying things in the inbox, tackle the first one and pass to the next one.
  41. 41. Customer support & experience team is one of the entries on the roadmap of development teams.
  42. 42. Have fullstack developers dedicated to customer service Two missions: Improve internal tools and workflows Implement Product changes that lower contact rate
  43. 43. Self help with the FAQ It answers faster than we do.
  44. 44. Keeping all the company close to the customer
  45. 45. Everyone on Support
  46. 46. If we sum it up…
  47. 47. Customer service obsession 1 Outsourced Abroad Far from the product Outsourced Done internally. Abroad Native speakers. Far from the product We build the product. 2 Standardized Impersonal Anonymous Standardized Human. Impersonal Nice. Honest. Anonymous Strong identity 3 Incompetent Powerless Helpless Incompetent Technical experts. Powerless With the appropriate tools. Helpless Responsible. Autonomous. 4 Slow Hierarchical Isolated Slow Fast Hierarchical No hierarchy. No control. Isolated Widespread amongst all employees.
  48. 48. ←Interested in more? Read this book.
  49. 49. Thanks! ♥