Ruby Receptionists’ Katharine Nester on Delightful Customer Service
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72% of customers hang up if they receive an automated response when they call a company. So Ruby Receptionists built a virtual call center and receptionist service on Twilio - not just to keep them on the line, but to delight them with excellent customer service. Katharine Nester, Chief Product and Technology Officer, joined Twilio at SIGNAL 2017 to share her insights. Watch her full talk here: https://www.twilio.com/learn/contact-center/ruby-receptionists-katharine-nester-on-delightful-customer-service
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Ruby Receptionists’ Katharine Nester on Delightful Customer Service
- 1. A Blueprint for Delighting Your Customers at Scale
- 2. Our mission is to preserve and perpetuate real, meaningful connections in an increasingly virtual and automated world.
- 4. “Representative” DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017
- 6. Last year, mobile searches drove more than 70 billion inbound business calls. This number is expected to reach 162 billion by 2019. —Bia/Kelsey
- 7. How do you deliver delight at scale?
- 10. DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017 Keeping it old school
- 11. Oops!
- 12. Finding the right SIP Trunk provider 415- 212-314- ✓ ✓ ✓ The other guys X X X DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017
- 13. Elastic SIP Trunking from Fast to set up Geo-redundancy Robust admin console Development platform Much less expensive DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017
- 14. Be prepared with the right infrastructure Do what you say you are going to do.
- 17. ROI on Happiness List three things you are grateful for that day Write about a positive gratitude action for the day Write about a positive experience from the past 24 hours 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% Before Journal After Journal Error Rate 1 in 1000 1 in 2500 60% decrease DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017
- 18. Fostering happiness with your employees helps you do what you say you are going to do. And it leads to delightful customer experiences.
- 20. Anticipate needs But experiment and validate quickly DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017
- 21. Case Study: Choose your caller ID Hypothesis: Customers want to use their cell phone, but not their cell number for business.
- 22. Choose Your Caller ID Architecture
- 23. Choose Your Caller ID Architecture
- 24. Choose Your Caller ID Architecture
- 25. DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017 Choose Your Caller ID Architecture
- 26. DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017 Choose Your Caller ID Architecture
- 27. What they didn’t know they wanted 0 1000 2000 3000 4000 5000 6000 2016 December 2017 January 2017 February 2017 March Calls Made Average growth: 70%Month over month “”I also appreciate the convenience of carrying just one phone and the ability draw a line between personal and business activity.”” “As the owner of a growing small business and a member of an active family, I use the new feature just about every time I return a call ” 105,000+ minutes DELIVERING DELIGHT AT SCALE | May 19, 2017 | #SIGNAL2017
- 28. Have the right foundation.
- 29. Do what you say you are going to do.
- 31. Give customers what they don’t even know they want.* * And be sure you can experiment quickly to avoid a Clippy
- 32. Katharine Nester knester@callruby.com Steve Severance sseverance@callruby.com Thank you! Learn more about Twilio’s Elastic SIP Trunk Product – Annie and Jake from Twilio at 5:05 “A Global SIP Platform Your Business Can Rely On.”
Hinweis der Redaktion
- 14 years in business More than 6300 customers across north America 400, 2/3 receptionists 2MM calls in Q1 About 36,000 calls a day 98% answered live within 4 rings
- Can I see a show of hands – how many of you have called a company in the last 2 months for some reason? Now keep your hands up if that call was a delightful experience.
- Good phone experiences have a positive impact on a company’s business.
- The rise of mobile searching is driving a resurgence in the business call
- The Ruby Service Pyramid is what we use as a blueprint to deliver delight at scale. The principals are much like Maslow’s hierarchy of needs. First and foremost, you need to be prepared with the right infrastructure, so that you can do what you say you are going to do. No one is going to care how amazing a bit of motion design is, or a thank you experience if the basic service or good your provide doesn’t work. It’s like it doesn’t matter how snazzy the entertainment system is if a car doesn’t drive.
- The Ruby Service Pyramid is what we use as a blueprint to deliver delight at scale. First and foremost, you need to be prepared with the right infrastructure, so that you can do what you say you are going to do. No one is going to care how amazing a bit of motion design is, or a thank you experience if the basic service or good your provide doesn’t work. It’s like it doesn’t matter how snazzy the entertainment system is if a car doesn’t drive.
- Here you see Ruby before we brought in SIP Trunks. Notice how a SIP call from the PSTN is converted to TDM for delivery over our PRI, and then converted back to SIP for our internal VOIP network. If the receptionist live-transfers the caller to our customer – this is our stock-in-trade by the way…the call is converted 2 more times. In today’s world…our old benchmark…was actually hurting call quality.
- No chance of crossed wires or dropped calls in that scenario We needed to move on to SIP with the right partner, whose services would enable us to do what we say we are going to do for our customers.
- Moving off our traditional PRIs was a bit intimidating Ruby, like a lot of companies with an established contact center and internal phone system, has sophisticated call handling and routing developed into our PBX quick and easy access to local phone numbers, allowed us to elastically scale our capacity partner offered for quality of service on our calls – knowing our high standard for call quality, like MPLS. None of the other providers could offer this.
- less than a day to get calls flowing in our POC And of course, Twilio has it’s programmable voice platform, which allowed us to build services and offerings on top of the SIP trunk in ways no other provider could.
- I want you all to think back to a moment when you interacted with a company and were delighted or wow’ed. What do you remember about the employee involved in the interaction? research into Service Design has found that the culture in which your employees work has a direct impact on the service they deliver to your customers.
- how exactly do you engineer happiness? Free beer? Daily massages? Is this fostering happiness business going to get out of hand?
- It can be simple and has an impressive return on the investment. We were having a really hard time doing what we said we were going to do – take your calls and record messages accurately. We needed a new approach, and were inspired by the Happiness Advantage by Shawn Achor, Within 6 weeks of the journaling program, our errors dropped to 1 per 2,500 calls – a dramatic 60% decrease.
- Finally, we have the foundation, we have the environment conducive to delivering delight at scale, so now we can get to actually delivering delight. Delight comes about when something pleasant or joyful is unexpected
- Anticipating needs isn’t easy. Particularly when it comes to building new features of services. It can at times backfire pretty spectacularly. test hypothesis about unexpressed needs helps ensure you invest too much time or resource into things that are more “clippy” and less delightful.
- Noticed a trend – many of our customers weren’t getting traditional land lines anymore and just using their cell phones for business. Twilio made this feature “mission possible” We built the beta from scratch in about 1 month; and first deployed in September of 2016
- We start with a pool of Twilio phone numbers, along with some code that dynamically increases or decreases the size of the pool based on demand. We use the Twilio REST API to buy, configure, or release numbers as needed.
- We start with a pool of Twilio phone numbers, along with some code that dynamically increases or decreases the size of the pool based on demand. We use the Twilio REST API to buy, configure, or release numbers as needed.
- On the mobile app side, when the choose-your-caller-id feature is triggered, the app does 3 “call setup tasks” Reserves an available “pool number” from the pool (by calling http endpoint at Ruby). Tells Ruby the phone number of the intended recipient of the call. Tells Ruby the desired caller id for the call (the desired caller id has to be a phone number that we’ve already verified and associated with the customers account).
- After the call has been “setup”, our app triggers the phone’s native dialer to call the reserved “pool number”. Notice that this is a “normal” call, going out over the carrier’s voice network, not a SIP call going out over the data network
- Ok, so now we’re getting to the fun part. Each of our “pool numbers” is configured with a webhook. The webhook queries the call-setup data, and generates this very simple TwiML to dial the intended recipient, using the desired caller id. well Twilio makes it easy – it’s just angle brackets and verbs.
- . Usage has grown pretty steadily in Q1 of this year, 70% month over month on average. To date, customers have made 105,000 minutes of calls using this feature.
- No one cares if you are delightful if you don’t deliver on your basic service promises
- Which leads to Do what you say you are going to do. And if you find the right technology partners and platforms, that will be much easier.
- It pays more than you realize.
- And be sure you can experiment quickly to avoid any features that aren’t actually something the customer wants.
- By following the principals of the Service Pyramid, you can continue to deliver delightful, wow-worthy experiences while you grow and scale as an organization.