Why Outsource Your USP? Sarah Metcalfe Customer Service Manager, SureFlap Ltd. 1 st October, 2014 Email: s.metcalfe@sureflap.co.uk Phone: 01954 266003 Twitter: @AskSureFlap
Who are SureFlap? I can't think of anything that you could do to improve the customer service. The service I experienced was excellent and is going to be the benchmark by which I judge other companies.
SureFlap A Brief History of Cats 2007 2008 Dr Nick Hill began development on the Microchip Cat Flap The first SureFlap products were sold through vets Flipper the cat was the inspiration SureFlap gets its 2 nd employee Andy Bank (Commercial Director)
SureFlap A Brief History of Cats 2009 Now selling into Europe and retail stores Judith Bank (Marketing Manager) joins SureFlap We moved out of Nick s home and into our office Turnover increases 367%
SureFlap A Brief History of Cats 2010 Sarah Metcalfe (that s me!) joined the team as Customer Service Manager Introduced Salesforce as CRM system Launched SureFlap LLC Turnover increases 186%
SureFlap A Brief History of Cats 2011 Started bringing Customer Service in-house. 2012 Launched our second product We started to win awards (x3 in 2011 alone) 13 full time staff Turnover increases 30% & 54% (2011 & 2012)
SureFlap A Brief History of Cats 500,000 2013 Began using New Voice Media Launched 3 rd Product 2014 30 full time staff Turnover increases 50% Launch of new pet feeder
Snapshot - Our Customer Service Using the power of cloud based technology we manage global customer service in 4 languages from 3 locations covering 17 countries. The SureFlap company wide focus on customer service has been the driving force behind our success 40X
Measuring Success NPS as a journey One Week After Purchase One Month After Purchase 87% 91% 94% 3% 2.5% 0.5% 100% Satisfaction 90% Satisfaction 80% Satisfaction < 80% Satisfaction
Measuring Success NPS as a journey Global Customer Service NPS Scores >96% >99% >90% >99% >85% NPS Leaders by Sector (Satmetrix) 80% 70% 69% 2 1 3 DE (2011) US (2013) UK (2012)
What our Customers Say Perfect, such great service and nice change to deal with such good people and such a professional company. Will be happy to recommend to friend and family.
Why customer service is such an important USP Best customer service I have ever experienced. Talk about going the extra mile!
Why is Customer Service Important? 80% Companies believe they have Good Service vs 8% Of their customers agree 95% of people who experience a bad experience share that with others. 54% of them share it with more than 5 other people.
Why is Customer Service Important? 91% of unhappy customers will not willingly do business with your organization again. For every complaint 26 customers said nothing about their problem.
Why is Customer Service Important? $338.5Bn 60% 39% 24% Golden Rule Treat others as you would like to be treated
The value of amazing customer service Repeat 60% Business Great service gives customers a reason to come back and do business with you Customer Service as a USP Why? Cost of Acquisition Costs 5x more to acquire than to retain customers Repeat Purchase Value You need 7 new customers to equal the repeat purchase value of one existing customer
How can you achieve great customer service? Customer service should be an organisation-wide focus. Hsieh and his team realized that customer service should permeate the whole company, not just one department Delivering Happiness, T. Hsieh (2010)
Let your people do their jobs Empower your agents to make changes, or present changes Train all your staff to be able to answer customer questions Pay your customer service staff well, give them a bonus Remove stupid rules!
Make it easy for your customers Let your customers tell you if you are (or you aren t) doing a great job. Let your customers contact you any way they want Only 71% of companies provided email contact details on their websites and only 41% answered emails accurately Technology/Social Media do it right or don t do it at all.
Don t be greedy Let customers return their products honour your returns policy Don t let policy get in the way of making decisions Do what it takes to make your customers happy Offer Compensation
Go above and beyond Create WOW Our default answer is always YES, you have to prove that NO should be the answer Our staff have gone to customers houses We have sent out (and paid for) fitters Hand delivered or same day couriered products to customers Hand-make specially modified units for customer problems
Value Negative Feedback A customers complaint is your way of being able to respond, and fix a problem. $25M If you fix a problem for a customer, they are more likely to tell people about their positive experience than customers who never had a problem in the first place This could be the only time you get a chance to personally interact with your customer. Your most unhappy customers are your greatest source of learning - Bill Gates
Create a Feedback Loop (measure success) Respond to your customers feedback Ensure the information you gather is relevant, and useful Use surveys and cloud-based tools to record this information Create a company where each department can access this information Measure (and then share) your successes!
Creating a Happy Work Place The idea that if you trusted staff and worked to make them feel good, they would come up with great ways of doing things - Marion, StarWards
Happy Workplaces make financial sense On average recruiting a new member of staff costs 2x as much as keeping employees happy Companies who have engaged employees have growth of 2.6% higher than those without.
Happy Workplace make great Customer Service Great customer service starts at home if you don t treat your employees well, they will not treat your customers well. Happy Employees work harder, longer, and are more profitable If your staff are supported, they will have the confidence to come up with innovative solutions and will work in the best interests of your company. If you look after your staff, they'll look after your customers. It's that simple. - Richard Branson
What my staff say about working at SureFlap We also get a great support and advice from management who really trust you and give you the confidence to do your job! - Daniel It just feels great when you ve provided another positive experience, by being given the tools, the time and the freedom with which to do it! - Brooke A company that truly cares about their employees. We don t want our customers just to be happy with the products and services, we want them to be delighted by giving them that little bit of extra. -Stephanie Everyone WANTS to go the extra mile and not HAS to There is only positive about SureFlap! No pressure at SureFlap but fun, happiness and pleasure! - Esref
How do you create happy employees Let your staff do their job Hire for attitude train for skill Reward your customer service staff the way you would your sales staff Train people well enough so they can leave, treat them well enough so they don't want to. - Richard Branson
How can you use the cloud to create great customer service
Why Cloud Based? Both SalesForce & New Voice Media have allowed us to run a global, multi-language contact centre with minimum staff Cloud based programmes are easier to do business on a global scale Companies who are open and transparent with information create better workplaces Sharing information makes it easier for people to do their jobs.
SalesForce Easy for our business We use SalesForce to record all our customer information. We can communicate (Chatter) with our staff globally. Expands with us every step of the way Allows us to provide support of a global giant with our small staff
SalesForce - Easy for Customer Service Customers never need to retell us information (they do anyway though) (Chatter) Our agents can get feedback immediately Order spare parts in the same way no matter which country a customer is calling from.
SalesForce - Easy to Follow Up Feedback circles so our customer feedback counts! Use it to run surveys automatically after purchase and receipt of customer service. We can (and do)respond to every customer who doesn t score us a 9 or 10. We follow up to solve the persons problem We can surprise them with proactive solutions
Easy for your customers Easy is the new great in customer service Salesforce allows us to manage our customer contact by Phone Email Contact Us Form Social Media Communities Live Chat Bespoke Programmes Each contact appears the same and we can give the same answers across all of our platforms
Keeping up with the future Launched our new community, powered by Get Satisfaction Allows our customers to help themselves, and to help us Links into Salesforce so all of our agents can respond 84 customers 141 customer questions 5 product ideas All in the same place
SureSolve Bespoke Customer Service Tool linked to salesforce Solve problems troubleshooting Reducing call numbers (Beta trial 3 5 calls/day) Easily notifying agents through workflow/flow. Agents deal with cases in the same way spare parts/solutions sent out automatically. Customers feel their problems are solved, even if our offices are closed.
NewVoiceMedia After the demo from New Voice Media at the Ecommerce Expo in 2011, I knew this was the solution for us NVM allows us to route all customers to the same agent (if available) Customers to route through to multi-language agents depending on which country they are calling from This works seamlessly, without the customer ever seeing the system working (like magic!) Implement Live Chat into our agent queue s
Easy for our future The world is making connections that inform us of ourselves, our cars, our toothbrushes but what if you knew more about your pets? Actions speak louder than words, imagine if your pets actions could talk to you. Are they at home or outside enjoying their freedom? Now imagine doing that from anywhere in the world. Nick Hill SureFlap Founder
What you can do today
So why aren t you already doing this? You think you can t change your organisation You don t have management buy-in Create small pockets of greatness (Tribal Leadership) You think you are too small Start small and your focus on customer service will grow with you You think you are (80% vs 8%) Think again Allow your customers to help you change your organisation If you want customers help, offer them something unexpected in return.
Some Simple Ways to Get Started Make a Happy Workplace Make Customer Service A Company Focus Use Technology (NO REALLY USE IT PROPERLY) Let your people do their jobs Make it easy Don t be greedy Go above and beyond Create WOW Create & Use Customer Feedback (Measure success)
Thank you! Get in touch Sarah Metcalfe Email: s.metcalfe@sureflap.co.uk Phone: 01954266003 Twitter: @AskSureFlap