Presentación Marcio Arnecke- eCommerce Day Santiago 2015
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Zendesk es una empresa de software como servicio fundada en 2007 en Dinamarca con sede en San Francisco. Cuenta con más de 800 empleados y atiende a 57,000 clientes en América Latina. El documento analiza cómo las expectativas de los consumidores han cambiado y ahora demandan servicios al cliente instantáneos, transparentes y personalizados, y cómo esto ha llevado a que el servicio al cliente se fragmente y sea más reactivo que proactivo.
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Presentación Marcio Arnecke- eCommerce Day Santiago 2015
- 2. Marcio Arnecke Marketing Director, Latin America @marcioarnecke
- 3. +5,000 +57,000 EMPRESAS CLIENTE FUNDADA 2007 ORIGEN Dinamarca MATRIZ SanFrancisco EMPLEADOS 800+ CLIENTES AMÉRICA LATINA RESUMEN CORPORATIVO EMPRESAS CLIENTE POR PAÍS
- 4. © 2013 Copyright Zendesk Inc - Strictly Confidential
- 6. ¿Qué le pasó al concepto del buen servicio al cliente?
- 7. El servicio al cliente solía ser… Contextual Personal Proactivo
- 8. Se ha convertido en un servicio … Fragmentado Genérico Reactivo
- 9. LA NUEVA VOZ DE LOS CLIENTES INFORMADOS HA CAMBIADO LA DINÁMICA
- 10. LAS EXPECTATIVAS DEL CONSUMIDOR HAN CAMBIADO INSTANTÁNEO TRANSPARENTE PERSONALIZADO UBICUO 989 MARKET STREET
- 11. Tendencias en el mundo de Retail & e- Commerce
- 13. Ventas Rápidas Groupon: $3B USD Revenue
- 15. Offline Retailers Going Online Es importante una experiencia del cliente homogénea.
- 16. “Nuestro Servicio al Cliente es lo que nos diferencia de las otras empresas en nuestra industria porque somos una empresa centrada en el cliente” Milton Pappas President of eCommerce Nine West Group
- 17. Sin esfuerzo, no deleitando.
- 18. 55% de usuarios en línea en U.S dejarán de comprar, si ellos no pueden encontrar respuestas rápidas a sus preguntas. Un 77% considera que su tiempo es lo más importante que una empresa debe valorar a la hora de ofrecer un buen servicio. Font: Forrester, North American Technographic Customer Experience Survey, 2014
- 19. 1 a 3% de los compradores en línea terminan realizando una compra durante la visita a la página web. La tasa de conversión de los clientes que utilizan chat es de 3,5 veces más y el valor de la compra es 10-20% más comparado con los clientes que no utilizan chat. Font: The Six Key Elements of Proactive Chat, Forrester, 10/15/2014
- 20. El Futuro
- 21. Embeddable s
- 24. La Experiencia del Clientes es más importante que nunca.
Hinweis der Redaktion
- Do we have any Zendesk or Zopim customers here? Zendesk is a customer support platform, based on the cloud. We are headquarted in San Francisco, with over 15 offices around the globe, 57,000 customers, 5,000 of those in LATAM.
- One of our key elements, besides our buda, is our Omnicanalad de nustra plataforma.
- Great customer service used to be contextual, personal, and proactive Businesses that really delivered great service were always focused on first understanding your context - what you were trying to do, what was your objective within that moment. Were you trying to buy something, did you have a problem, were you in a hurry, were you trying to return an item, were you looking for advice? It was always contextual regardless of the channel you were in Great customer service was also personal. It was about you as a person, or about your family. It was about getting to know you as a human being - your likes, dislikes, preferences, habits, behaviors - all of it And importantly, great customer service was proactive. Building on the context and a personal understanding of you, businesses put that information to good use by being up front and reaching out to customers with suggestions, recommendations, and more
- Over the last few decades years, customer service has changed substantially Today, customer service feels fragmented. You never get the same level of service consistent across all channels (and sometimes even within the same channel) It has also become generic and impersonal. It’s become more about following a one size fits all script rather than trying to figure out your actual concerns or goals Finally, customer service has become reactive. It’s perceived today primarily as a defensive mechanism against customers, which is an unfortunately negative connotation And this type of poor customer service is incredibly bad for business - An Accenture study found that 51% of US consumers switched service providers due to poor customer service, up five percentage points from 2012, putting $1.3 trillion of revenue at play in the US market represented by this “switching economy.”
- An industry completely out of tune with this new informed customer that was emerging with a new and loud voice. *** explanation *** Almost overnight customer service was no longer happening in a vacuum but became an experience that was very public and extremely influential on other customers and prospects. A completely new customer service paradigm rose.
- Al mismo tiempo, las expectativas del consumidor han cambiado drásticamente.
- How Groupon used word of mouth to increased their sales worldwide
- Offline goes online - the need for seamless experiences between online and in-store continues to grow Decker’s UGG Click-n-Collect
- Nueva tendencia, las empresas se preocupan por los clientes más que nunca.
- The STUDY IN BRIEF (the corporate executive board) ■ 125,000+ customers ■ 5,000+ customer service reps ■ 100+ companies Delight only happens 16% of the time Delight increases operating costs 10-20% And here’s the real question. Are customers even looking to be delighted?
- While people are engaged on your web site, only 1% But if you engage them during the site visit but using, for example, chat…
- Bottom line — it’s all about the customer experience. Companies succeeding in today’s customer-driven economy are those that do a good job of engaging with customers. Zendesk helps them do that, through embedding service into each brand and into the customer experience.