Do it!

1. Using Metrics to Guide
Your Customer Service
Adventure
Aaron
Help Team
@aaron_wheeler
Wheeler
Leader,
Moz

2. MOZ
@aaron_wheeler
@aaron_wheeler

3. Let
About
@aaron_wheeler
Me
An
Tell
You
Adventure

4. I
@aaron_wheeler
woke up at my desk in
befuddled state...
a

5. What
Do
We
11,000
customers
5,000
customers
@aaron_wheeler
Do?

6. Our
Inventory
GOALS
1.?
2.??
3.???
KPIS
?
?
METRICS
?
?
?
?
TARGETS
?
@aaron_wheeler
?
?
http://www.kaushik.net/avinash/web-analytics-101definitions-goals-metrics-kpis-dimensions-targets/

7. Goals
Let’s rescue the village!
The
@aaron_wheeler
reason
the
team
exists

8. KPIs
We’ll need to slay dragons to do that.
The
primary
metrics
evaluate
@aaron_wheeler
used
progress
to

9. Targets
We’ll slay at least 9 out of
every 10 dragons.
Your
@aaron_wheeler
KPI
goals

10. Metrics
There are 20 dragons, yo!
Numbers
@aaron_wheeler
used
to
measure
anything

11. Defining
Goals
HINT:
There’s no
oals
niversal g
u
or KPIs
@aaron_wheeler

12. Defining
✦
@aaron_wheeler
Goals
ur
Who are yo
customers?

13. Defining
Goals
✦
✦
@aaron_wheeler
ur
Who are yo
customers?
ou
What are y
selling?

14. Defining
Goals
✦
ur
Who are yo
customers?
✦
ou
What are y
selling?
✦
@aaron_wheeler
r
Who is you
company?

15. @aaron_wheeler
@aaron_wheeler
http://moz.com/rand/diving-deep-on-tagfee/

16. Defining
Scare
Harry
wand
@aaron_wheeler
and
and
Goals
borrow
inheritance
his

17. Our
Goals
Moz
1.
Provide
2.
3.
@aaron_wheeler
recommendable
Instill
Scale
customer
cost
service
perspective
versus
customers

18. Developing
Make
@aaron_wheeler
progress
KPIs
measurable

19. Developing
Moz
Provide
@aaron_wheeler
Goal
KPIs
1:
recommendable
service

20. KPIs for
Recommendations
KPI:
delighted
Target:
@aaron_wheeler
90%
customers/week
delighted
http://svy.mk/GUHuUY

21. KPIs for
Recommendations
KPI:
tweets/week
Target:
@aaron_wheeler
7
tweets
http://bit.ly/1cJwBCh

22. KPIs for
Recommendations
Reply
Less
Less
than
than
10
8
Time
minutes
for
hours for
Happy
20%
100%
Packs
8/agent/month
Monthly
40
@aaron_wheeler
chats,
Agent Equality
350 emails,
replies
10
forum

23. Developing
Moz
Instill
@aaron_wheeler
Goal
customer
KPIs
2:
perspective

24. KPIs for
Customer Perspective
KPI: %
Target:
@aaron_wheeler
participation
90%
of
in
HTU
employees/year
http://bit.ly/1aiE98W

25. KPIs for
Customer Perspective
KPI: %
Readership
Target:
@aaron_wheeler
50%
of
Digest
readership

26. Developing
Moz
Scale
@aaron_wheeler
cost
Goal
KPIs
versus
3:
customers

27. KPIs for
Scaling Costs
20,000
customers
11,000
customers
5,000
customers
KPI:
tickets/customer/month
Target:
@aaron_wheeler
quarterly
decrease
26,000
customers

28. KPIs for
Scaling Costs
KPI:
questions/customer/month
Target:
@aaron_wheeler
monthly
decrease

29. Share
@aaron_wheeler
&
Get
Buy-In

30. Test
@aaron_wheeler
Different
Strategies

31. Now
@aaron_wheeler
let’s get
here!
outta

32. Forest
of
1.Forest of
Phone Calls
Phone
Calls
2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy
4.The
Customer
Horde
5.Range of
Leveling
Goals
The
World
of
Customer
Service
KPIs
Targets
@aaron_wheeler

33. We heard a flurry of
furious phone calls...
@aaron_wheeler

34. The
Battle
to
End
Phone
Support
“What’s Seo
and how do I
get some?”
Quest: Replace
with links
phone messaging
to Help Hub
Achievements: Fewer calls, more
chats, faster reply times
@aaron_wheeler

35. The
Battle
to
End
Great
@aaron_wheeler
Phone
Scott!
Support

36. The
Battle
@aaron_wheeler
to
End
Phone
Support

37. The
Battle
@aaron_wheeler
to
End
Phone
Support

38. The
Battle
to
End
Phone
Support
January: 542 Calls
March: 152 Calls
75
@aaron_wheeler
percent
reduction!

39. The
Battle
to
End
Phone
Support
January: 542 Calls
March: 152 Calls
SUCCESS!
75
@aaron_wheeler
percent
reduction!

40. Mountains
1.Forest of
Phone Calls
of
Chat
Skeptics
2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy
4.The
Customer
Horde
5.Range of
Leveling
Goals
The
World
of
Customer
Service
KPIs
Targets
@aaron_wheeler

41. Our coffer ran dry! Could we afford
live chat in the sales funnel?
@aaron_wheeler

42. The
Quest:
Add
Quandary of Chat
Affordability
live
chat
to
the
sales
funnel
Achievements: Increase conversions,
decrease emails, increase satisfaction
@aaron_wheeler

43. The
Quandary of Chat
Affordability
What would it cost?
How much demand is there?
What does it get us?
@aaron_wheeler

44. The
Quandary of Chat
Affordability
How much demand is there?
@aaron_wheeler

45. The
$
200/mo
$
4,000/mo
Quandary of Chat
Affordability
= chat
= 1
cost
agent
cost
---------4,200/mo
= cost
of
500/mo
$
= chat
volume
= chat
time
average
= chat
time
average/month
x
10m
160
hours
of
chat
average
---------80h/mo
What would it cost?
@aaron_wheeler

46. The
Quandary of Chat
Affordability
4,200/mo
= cost
of
80h/mo
$
= chat
time
160
hours
of
chat
average/month
----------
$
2,100/mo
What would it cost?
@aaron_wheeler

47. The
Quandary of Chat
Affordability
Do it!
@aaron_wheeler

48. The
= chats/mo
500
x
Quandary of Chat
Affordability
= chat
1/10
conversion rate
-----50
chat
$1000
= LTV
x
= chat
50
conversions/mo
of
a
customer
conversions
-----WAY
MORE
THAN
$2000!!!
What do we get?
@aaron_wheeler

49. The
= chats/mo
500
x
Quandary of Chat
Affordability
= chat
1/10
conversion rate
-----50
chat
$1000
= LTV
x
= chat
50
conversions/mo
of
MORE
@aaron_wheeler
customer
conversions
SUCCESS!
-----WAY
a
THAN
$2000!!!

50. Wastes
1.Forest of
Phone Calls
of
Apathy
2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy
4.The
Customer
Horde
5.Range of
Leveling
Goals
The
World
of
Customer
Service
KPIs
Targets
@aaron_wheeler

51. We
@aaron_wheeler
felt
cold
chills
of
apathy...

52. Reenergizing
@aaron_wheeler
the
Apathetic

53. Reenergizing
Quest:
Use our
people
the
Apathetic
numbers
listen!
to
make
Achievements: Faster bug fixes,
stronger products, fewer tickets
@aaron_wheeler

54. Reenergizing
@aaron_wheeler
the
Apathetic
http://bit.ly/189Pnzm

55. Reenergizing
@aaron_wheeler
the
Apathetic
http://bit.ly/189Pnzm

56. Reenergizing
@aaron_wheeler
the
Apathetic
http://bit.ly/15zKvCL

57. Reenergizing
Ticket
@aaron_wheeler
trends
are
the
Apathetic
interesting
to
engineers

58. Reenergizing
@aaron_wheeler
the
Apathetic

59. Reenergizing
@aaron_wheeler
the
Apathetic

60. Reenergizing
@aaron_wheeler
the
Apathetic

61. Reenergizing
the
Apathetic
SUCCESS!
@aaron_wheeler

62. Begin
1.Forest of
Phone Calls
Quest!
2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy
4.The
Customer
Horde
5.Range of
Leveling
Goals
The
World
of
Customer
Service
KPIs
Targets
@aaron_wheeler

63. new
haz
Moz
lz!
too
We tried to make an exciting
announcement but it backfired. A
horde emerges on the horizon...
@aaron_wheeler

64. Final
Battle:
The
Customer
Hordes
Quest: Release features and grow company
without lowering customer happiness
Achievements: fewer emails,
more recommendations,
@aaron_wheeler
faster replies,
less cost

65. Final
@aaron_wheeler
Battle:
The
Customer
Hordes

66. Final
Battle:
Hire
@aaron_wheeler
one
The
month
Customer
before,
not
Hordes
after

67. Final
Battle:
The
Customer
Hordes
20,000
customers
26,000
customers
11,000
customers
5,000
customers
Self
@aaron_wheeler
help
offers
huge
ROI

68. Final
Battle:
Visits
Visits
@aaron_wheeler
The
to
to
Customer
Contact
Hordes
Form
Submission
Page
http://google.com/analytics

69. Final
Battle:
The
1000 documentation
-
500 visitor
Customer
Hordes
visits
contacts
---------500 quelled
tickets
500 tickets = 1
You
saved
agent
$4000/month!
What do we save?
@aaron_wheeler

70. Final
Battle:
The
1000 documentation
-
500 visitor
Customer
Hordes
visits
contacts
---------500 quelled
tickets
500 tickets = 1
You
saved
agent
SUCCESS!
$4000/month!
What do we save?
@aaron_wheeler

71. Range
1.Forest of
Phone Calls
of
Leveling
2.Mountains of
Chat Skeptics
3.Wastes
of
Apathy
4.The
Customer
Horde
5.Range of
Leveling
Goals
The
World
of
Customer
Service
KPIs
Targets
@aaron_wheeler

72. Your
Team
Levels
Up
Quest: Grow team members and
customer perspective at company
Achievements: fewer hiring
better products
@aaron_wheeler
costs,

73. Your
Team
Levels
80/20
Initial
cost:
time
Hire
$50,000
@aaron_wheeler
Up
another
CS

74. Your
$50,000
new
$10,000
pp/year
on
$15,000
avg
Levels
Up
CS
/
5
for
Team
CSs
--------
+
Months
to
cost
train
to
growth
hire
newbs
-------‘Spensive!
@aaron_wheeler
http://business.time.com/2012/08/15/the-power-withinwhy-internal-recruiting-hiring-are-on-the-rise/

75. Your
@aaron_wheeler
Team
Levels
Up

76. Your
Team
Levels
Up
SUCCESS!
@aaron_wheeler

77. Adventure
Complete!
2.Mountains of
Chat Skeptics
1.Forest of
Phone Calls
3.Wastes
of
Apathy
4.The
Customer
Horde
5.Range of
Leveling
Goals
The
World
of
Customer
Service
For
@aaron_wheeler
now...
KPIs
Targets

78. Our
@aaron_wheeler
Quests
are
Hard

79. @aaron_wheeler

80. @aaron_wheeler

81. @aaron_wheeler

82. @aaron_wheeler

83. @aaron_wheeler