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@aaron_wheeler
Using Metrics to Guide Your Customer Service
Adventure
Aaron WheelerHelp Team Leader, Moz
@aaron_wheeler
MOZ
@aaron_wheeler
@aaron_wheeler
Let Me Tell You
About An Adventure
@aaron_wheeler
I woke up at my desk in a befuddled state...
@aaron_wheeler
What Do We Do?
5,000customers
11,000customers
@aaron_wheeler
Our Inventory
GOALS
1.?
2.??
3.???
KPIS METRICS
? ? ? ? ? ?
TARGETS
? ? ?
http://www.kaushik.net/avinash/web-analytics-101-
definitions-goals-metrics-kpis-dimensions-targets/
@aaron_wheeler
Goals
The reason the team exists
Let’s rescue the village!
@aaron_wheeler
KPIs
The primary metrics used to
evaluate progress
We’ll need to slay dragons to do that.
@aaron_wheeler
Targets
Your KPI goals
We’ll slay at least 9 out ofevery 10 dragons.
@aaron_wheeler
Metrics
Numbers used to measure anything
There are 20 dragons, yo!
@aaron_wheeler
Defining Goals
HINT:
There’s no universal
goals
or KPIs
@aaron_wheeler
Defining Goals
✦ Who are your
customers?
@aaron_wheeler
Defining Goals
✦ Who are your
customers?
✦ What are you
selling?
@aaron_wheeler
Defining Goals
✦ Who are your
customers?
✦ What are you
selling?
✦ Who is your
company?
@aaron_wheeler@aaron_wheeler http://moz.com/rand/diving-deep-on-tagfee/
@aaron_wheeler
Defining Goals
Scare Harry and borrow his
wand and inheritance
@aaron_wheeler
Our Goals
1. Provide recommendable service
2. Instill customer perspective
3. Scale cost versus customers
Moz
@aaron_wheeler
Developing KPIs
Make progress measurable
@aaron_wheeler
Developing KPIs
Moz Goal 1:
Provide recommendable service
@aaron_wheeler
KPI: delighted customers/week
Target: 90% delighted
KPIs for Recommendations
http://svy.mk/GUHuUY
@aaron_wheeler
KPIs for Recommendations
KPI: tweets/week
Target: 7 tweets
http://bit.ly/1cJwBCh
@aaron_wheeler
Reply Time
Less than 10 minutes for 20%
Less than 8 hours for 100%
Happy Packs
8/agent/month
Monthly Agent Equality
40 chats, 350 emails, 10 forum replies
KPIs for Recommendations
@aaron_wheeler
Developing KPIs
Moz Goal 2:
Instill customer perspective
@aaron_wheeler
KPIs forCustomer Perspective
KPI: % participation in HTU
Target: 90% of employees/year
http://bit.ly/1aiE98W
@aaron_wheeler
KPIs forCustomer Perspective
KPI: % Readership of Digest
Target: 50% readership
@aaron_wheeler
Developing KPIs
Moz Goal 3:
Scale cost versus customers
@aaron_wheeler
KPIs forScaling Costs
KPI: tickets/customer/month
Target: quarterly decrease
5,000customers
11,000customers
26,000customers
20,000customers
@aaron_wheeler
KPI: questions/customer/month
Target: monthly decrease
KPIs forScaling Costs
@aaron_wheeler
Share & Get Buy-In
@aaron_wheeler
Test Different Strategies
@aaron_wheeler
Now let’s get outta here!
@aaron_wheeler
Forest of Phone Calls
2.Mountains of
Chat Skeptics1.Forest of
Phone Calls
4.The
Customer
Horde
5.Range of
Leveling
The World of
Customer Service
3.Wastes
of
Apathy
Goals
KPIs
Targets
@aaron_wheeler
We heard a flurry offurious phone calls...
@aaron_wheeler
“What’s Seo and how do I get some?”
The Battle to End Phone Support
Quest: Replace phone messaging with links to Help Hub
Achievements: Fewer calls, more chats, faster reply times
@aaron_wheeler
The Battle to End Phone Support
Great Scott!
@aaron_wheeler
The Battle to End Phone Support
@aaron_wheeler
The Battle to End Phone Support
@aaron_wheeler
January: 542 CallsMarch: 152 Calls
75 percent reduction!
The Battle to End Phone Support
@aaron_wheeler
January: 542 CallsMarch: 152 Calls
75 percent reduction!
The Battle to End Phone Support
SUCCESS!
@aaron_wheeler
Mountains of Chat Skeptics
2.Mountains of
Chat Skeptics1.Forest of
Phone Calls
4.The
Customer
Horde
5.Range of
Leveling
The World of
Customer Service
3.Wastes
of
Apathy
Goals
KPIs
Targets
@aaron_wheeler
Our coffer ran dry! Could we affordlive chat in the sales funnel?
@aaron_wheeler
Quest: Add live chat to the sales funnel
Achievements: Increase conversions, decrease emails, increase satisfaction
The Quandary of Chat Affordability
@aaron_wheeler
The Quandary of Chat Affordability
How much demand is there?
What would it cost?
What does it get us?
@aaron_wheeler
The Quandary of Chat Affordability
How much demand is there?
@aaron_wheeler
The Quandary of Chat Affordability
What would it cost?
$ 200/mo = chat cost
$ 4,000/mo = 1 agent cost----------
$ 4,200/mo = cost of 160 hours of chat
500/mo = chat volume average
x 10m = chat time average
----------
80h/mo = chat time average/month
@aaron_wheeler
The Quandary of Chat Affordability
$ 4,200/mo = cost of 160 hours of chat
80h/mo = chat time average/month
----------
$ 2,100/mo
What would it cost?
@aaron_wheeler
The Quandary of Chat Affordability
Do it!
@aaron_wheeler
The Quandary of Chat Affordability
What do we get?
500 = chats/mox 1/10 = chat conversion rate------
50 chat conversions/mo
$1000 = LTV of a customerx 50 = chat conversions------
WAY MORE THAN $2000!!!
@aaron_wheeler
The Quandary of Chat Affordability
500 = chats/mox 1/10 = chat conversion rate------
50 chat conversions/mo
$1000 = LTV of a customerx 50 = chat conversions------
WAY MORE THAN $2000!!!
SUCCESS!
@aaron_wheeler
Wastes of Apathy
2.Mountains of
Chat Skeptics1.Forest of
Phone Calls
4.The
Customer
Horde
5.Range of
Leveling
The World of
Customer Service
3.Wastes
of
Apathy
Goals
KPIs
Targets
@aaron_wheeler
We felt cold chills of apathy...
@aaron_wheeler
Reenergizing the Apathetic
@aaron_wheeler
Reenergizing the Apathetic
Quest: Use our numbers to make people listen!
Achievements: Faster bug fixes, stronger products, fewer tickets
@aaron_wheeler
Reenergizing the Apathetic
http://bit.ly/189Pnzm
@aaron_wheeler
Reenergizing the Apathetic
http://bit.ly/189Pnzm
@aaron_wheeler
Reenergizing the Apathetic
http://bit.ly/15zKvCL
@aaron_wheeler
Ticket trends are interesting to engineers
Reenergizing the Apathetic
@aaron_wheeler
Reenergizing the Apathetic
@aaron_wheeler
Reenergizing the Apathetic
@aaron_wheeler
Reenergizing the Apathetic
@aaron_wheeler
Reenergizing the Apathetic
SUCCESS!
@aaron_wheeler
Begin Quest!
2.Mountains of
Chat Skeptics1.Forest of
Phone Calls
4.The
Customer
Horde
5.Range of
Leveling
The World of
Customer Service
3.Wastes
of
Apathy
Goals
KPIs
Targets
@aaron_wheeler
We tried to make an exciting announcement but it backfired. A horde emerges on the horizon...
Moz haz
new
toolz!
@aaron_wheeler
Final Battle: The Customer Hordes
Quest: Release features and grow company without lowering customer happiness
Achievements: fewer emails, faster replies, more recommendations, less cost
@aaron_wheeler
Final Battle: The Customer Hordes
@aaron_wheeler
Final Battle: The Customer Hordes
Hire one month before, not after
@aaron_wheeler
Final Battle: The Customer Hordes
Self help offers huge ROI
5,000customers
11,000customers
26,000customers
20,000customers
@aaron_wheeler
Final Battle: The Customer Hordes
Visits to Contact Form
Visits to Submission Page
http://google.com/analytics
@aaron_wheeler
Final Battle: The Customer Hordes
1000 documentation visits
- 500 visitor contacts
----------
500 quelled tickets
500 tickets = 1 agent
You saved $4000/month!
What do we save?
@aaron_wheeler
Final Battle: The Customer Hordes
1000 documentation visits
- 500 visitor contacts
----------
500 quelled tickets
500 tickets = 1 agent
You saved $4000/month!
What do we save?
SUCCESS!
@aaron_wheeler
Range of Leveling
2.Mountains of
Chat Skeptics1.Forest of
Phone Calls
4.The
Customer
Horde
5.Range of
Leveling
The World of
Customer Service
3.Wastes
of
Apathy
Goals
KPIs
Targets
@aaron_wheeler
Your Team Levels Up
Quest: Grow team members and customer perspective at company
Achievements: fewer hiring costs, better products
@aaron_wheeler
Your Team Levels Up
80/20 time
Initial cost: Hire another CS
$50,000
@aaron_wheeler
Your Team Levels Up
$50,000 for new CS
/ 5 CSs
--------
$10,000 pp/year on growth
$15,000 avg cost to hire
+ Months to train newbs
--------
‘Spensive!
http://business.time.com/2012/08/15/the-power-within-
why-internal-recruiting-hiring-are-on-the-rise/
@aaron_wheeler
Your Team Levels Up
@aaron_wheeler
Your Team Levels Up
SUCCESS!
@aaron_wheeler
Adventure Complete!
2.Mountains of
Chat Skeptics1.Forest of
Phone Calls
4.The
Customer
Horde
5.Range of
Leveling
The World of
Customer Service
3.Wastes
of
Apathy
Goals
KPIs
TargetsFor now...
@aaron_wheeler
Our Quests are Hard
@aaron_wheeler
@aaron_wheeler
@aaron_wheeler
@aaron_wheeler
@aaron_wheeler
