Posts categorized ‘Customer Satisfaction’
Zmags launched a Webinar Series in early 2013 as part of a bigger Community Portal update. The idea was to combine our industry knowledge with Platform capabilities to deliver relevant and accessible bi-weekly best practice webinars.
Within the digital space the relevant topics were identified as Design and Branding, HTML5, Online Analytics, E-Commerce, Online Deployment and API’s. Alongside these industry best practice categories, we introduced a weekly Product Training session to showcase the best and newest features of the Zmags Platform (with our weekly releases, it is key to keep the customer up to speed with the latest features).
Click to view the Zmags Webinar “Design for Online”
All Zmags customers have access to the Customer Success Program, which offers 1:1 consultancy on all webinar topics for a personal deep dive into digital strategy and best use of Zmags. The webinars in turn complemented this offing and allowed us to voice our knowledge and finding to all interested parties. It’s a quick and easy for anyone to sign up to and a nice reason to interact and talk to Zmags customers and prospects.
Attendance has grown with awareness and the positive outcome is that it’s around a 50/50 split of customers and prospects signing up now. Webinars have proven to be a great tool in customer acquisition and retention as well as enforcing our place as an industry leader.
Planning the 2014 webinar calendar will commence shortly but have a look if anything takes your fancy for the 2013. The latest webinars are all on Vimeo and can be viewed from our Webinar portal’s “View Webinar” button.
Zmags Community Webinar Portal
Merriam-Webster defines “community” firstly as “a unified body of individuals”. Compiling a body of individuals is easy enough, but achieving that unity is what will truly creates strong communities. Zmags has specific initiatives designed to foster that unity and create a strong community.
At Zmags, the face of the Zmags Support Team and Customer Success Program is the Zmags Community Portal. The main reason being is that it bridges the communication gap between Zmags and the Customer. The customer can find all the information they need to be successful with the Zmags Platform and we can communicate all updates, articles and contact information the customer needs.
In 2013 the Zmags Portal evolved from more of a community to a knowledgebase. Based on feedback and study we found that customers don’t want to interact and share with fellow customers they want to find information as quickly and easily as possible.
We therefore re-designed and re-worked the Community Portal so that it’s easier and intuitive to use and, at a glance, easy to find the information needed from whatever page you have navigated. With the design we worked in new key feature areas, new webinars, made it easier to find the Support team and brought the announcements to the forefront of the home page.
The latter two updates were key in helping customer product usage and satisfaction. We have an excellent in-house Support Team who field around 1000 tickets per month. We want to not only promote the team but encourage engagement with it so that we can add value to the customer experience. The announcement area means that we can communicate the weekly feature releases effectively so that customers can start using them as soon as possible.
It’s very important to keep the Knowledge Base content up to date. By definition, when using a self-service tool, the customer wants to educate themselves when possible. Thus they expect to find the information they seek. The Community articles are also very useful for our Support Team. It’s very efficient, when replying to a request, to be able to send a competent article rather than writing a response each time. If a request comes in and there is no content on the Portal, it will be added.
Product Usage is paramount to our and any self-service business. A Community is key in housing and promoting all your in-house retention tools.
The Customer Experience is a driving factor behind any decision made at Zmags so it’s very rewarding when this gets recognized. Zmags was recently named a Finalist in the UK Customer Experience Awards 2013 in London.
The UK Customer Experience Awards, now in their fourth year, “celebrate and promote excellence in customer experience across a broad spectrum of industry”. Zmags was named a finalist in the Digital category. This year’s awards will be held at the Grand Connaught Rooms in London on October 17th.
Zmags is a subscription based business that’s blood line is acquiring new business and, most importantly, retaining customers. Therefore, delivering a service and experience that exceeds expectation and that is unparalleled in the industry is paramount to our success. The service tools offered are key when partnering with our Account Managers to retain our customers and drive the customer experience.
The team aim is to deliver a program of services (support, knowledge base, training and best practices) that ensures our customer base get the most out of our product to increase product stickiness and increase customer retention.
The Zmags Customer Success Program - and it’s recent iterations – was key to being short listed, and with the awards not far around the corner , watch this space!
Check back with Zmags as we anxiously await October 17th and post updates throughout the summer.
When evaluating the success of a SaaS company, one would ultimately look at the strength of its customer base and rate at which these customers are retained. When the bloodline of a business is renewal, it is paramount that customers are successful with your product.
The way that Zmags addresses this is the Zmags Customer Success Program (CSP). The philosophy of the Program is educating, training and supporting clients to exceed expectation, foster brand loyalty and drive revenue. The focus is to ensure that Zmags customers have the resources and tools available to be successful with our Platform.
As a SaaS Platform Zmags, is always releasing new features to stay ahead of the curve. Having the CSP ensures new and existing end users can always engage with Zmags to leverage its functionality to its full potential.
Zmags is a great product, but nonetheless its important that customers see, realize and utilize all potential value with the Platform. The CSP is an on-going Program that includes Account Management, round the clock Business Support, Educational online tools, Webinars and 1:1 or Group Training & Consultancy.
Customer Success is key to any decision made, and Zmags uses customer feedback to continually evaluate and evolve the CSP. You can have the best product in the world but if your customer base doesn’t realize or recognize that, then any hope of success is diminished. We recognize that our success is very much driven by our customer success, so we make the CSP an integral part of all customer life cycles.
As part of the CSP evolution in 2013, we updated the customer 1:1 training modules, re-vamped the Community Portal and introduced industry best practice Webinars. Whether a prospect or client, Zmags has a variety of resources available.
Royal Caribbean has been setting sail on the open seas for 45 years. With 21 active ships and ownership of other cruise ventures like Celebrity and Azamara Cruises, Royal Caribbean has become a household vacation name.
Royal Caribbean has been using the Zmags platform for the past five years to bring immersive, digital brochure experiences to their customers. With online research being the primary method of vacation exploration today, it’s critical to offer your users as much information as possible.
Quantum of the Seas
The latest ship in the Royal Caribbean fleet has been named “Quantum of the Seas”. The ship isn’t technically built yet but heavy marketing efforts were put forth to start generating buzz.
Royal Caribbean designed an extensive eBrochure to showcase the exciting design and activities the ship would have. While flipping through 20 pages of beautiful imagery and detail, a user has the ability to watch videos, learn more by visiting other links in the site as well as viewing the experience on a variety of channels.
Integrating the eBrochure into the Marketing Efforts
Royal Carribean uses their eBrochures as another avenue in their overall marketing efforts. There are still consumers who request the print version of their brochures but for others there is instant gratification by being able to view the same experience with the click of a link.
The eBrochures are also available on multiple channels. Users can peruse the information on the web, iPad, iPhone as well as it being available to the 1.3 million Facebook users who like Royal Caribbean.
eBrochures help to tell a story and draw a user into an experience that both engages and educates them. It helps them to visualize what the actual cruise experience is going to be like and if it’s a good fit for them. In this case in particular, it’s offering a more up-to-date way to view, what once was solely a printed experience, into something that is instantly and easily viewed and shared.
Joules started nearly three decades ago, when Tom Joule started selling country clothing at equestrian and outdoor events. One typically rainy afternoon, Tom came to the realization that the clothing available didn’t reflect his customers’ personalities.
100 pink wellies were bought and – standing out against a background of green and brown – sold right away. Forays into design soon followed and harvested unexpected rewards. Classic British clothing was reinvented through the addition of bright colors and an unrivaled attention to detail. As a result, a unique and authentic lifestyle brand was created.
Joules wanted a platform to create retail experiences online using existing media resources, and Zmags Commerce Digital Publishing Solution proved to be a perfect fit for the brief. Joules create a huge amount of lifestyle images and campaign shots each season, but most do not get used, or only get used for one channel, Zmags allows them to use these assets again and again to create lookbooks and trend guides which create inspiration for their online shoppers.
The Zmags are promoted via home page banners, email, and then contained in their own category “INSPIRE ME”
The results are compelling, and the freedom of using Zmags as a self service platform means that the content is always evolving in response to what story is being told via the analytics in the platform. Recent creative additions to the newest “Summer Lookbook” are an example of this evolution, with the front cover having quick links to various sections and instructions on how to use the calls to action contained within the guide. Consumers can see product information, make quantity/size/color selections, see alternative images, and add to cart without leaving the pages in the lookbook. This keeps consumers engaged for longer, increases number of products/pages viewed, and therefore increase the conversion rate.
One major area of importance to Joules was HTML5 delivery of their content as they seek multi-channel consistency: “With the HTML5 enhancements to the Verge platform, we never have to worry about compromising the richness of our catalog simply because of the type of device our customers use to access it,” said Eve Tyers, Head of Consumer Insight, Planning and Marketing at Joules Clothing. “Now, we can rest assured that our digital catalog experience will be delivered to every customer in the way it was intended, regardless of device.”
We love working with fun and funky brands like Joules who continue to help push the boundaries of the Zmags platform by using the platform as a key part of the digital ecommerce and marketing strategy. Joules is a great example of a retailer who understand that ‘Search is not Shopping’, and consumers demand more from their online retail experiences. Zmags is proud to help Joules deliver this experience and inspiration to consumers using Zmags Commerce Digital Publishing Solution.
Today, with the variety of ways to contact customer support for online products and platforms – including email, live chat, Twitter, FAQ portals, automated phone menus – the value of actually speaking with a live customer support representative becomes that much more important. The level of expectations for customer service for online products and tools has risen, making customer feedback critical to continue to exceed expectations.
While you of course don’t want to overwhelm your customer base with feedback requests, there is key knowledge you can acquire at various points of interaction. The trick is to be consistent and concise with any questions posed, by:
- Indicating the importance of feedback to your business,
- Proving the value of such feedback with an incentive and
- Communicating how feedback has been executed on (at some future point).
First, how to get feedback
For online software platforms, online surveys are a logical tool to solicit evaluations from customers on their support experience. This could be targeted at specific activities or issue levels, or asked of all who interact with customer service at some level.
At Zmags, we ask for feedback at any and all points of engagement with our Customer Service team, albeit proactive training programs and webinars or reactive technical support and troubleshooting. We kick off all feedback surveys with a simple question that enables us to gauge a Net Promoter Score across the team:
Based on your recent experience with our support team, how likely would you be to recommend Zmags to a friend or colleague? (0=very unlikely, 10=very likely)
The responses to this simple question can be used to assess performance, satisfaction and potential for improvement – especially when looked at over time and among key customer segments. Likelihood to recommend is then the building block to follow up questions:
- How could we improve your experience?
- Was your rating product or service driven?
- Thanks for the great rating! Would you be willing to give a testimonial?
- If you could wave a magic wand and change one thing what would that be?
You can easily replace “support team” with other areas of the business (Sales, Product, Marketing) to benchmark other departments as well. The subjective date can give you leads on where to improve, but as a business improving and sustaining NPS is critical – The way the NPS is then calculated is shown below*
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors.
In a day where online reviews and feedback is used by many when making decisions it’s so valuable to know whether your customers are recommending you. Word of mouth is a vital (and free) way to enforce your brand. Executive decisions are made on recommendations and thus improving NPS is an essential way to improve organic growth.
3 Methods of Implementation:
1. Indicate the importance of feedback to your business
Start out your survey with an honest note about the value it provides so that you can make your services even better. At Zmags, we use:
Thank you for taking time to let us know about your recent support experience. Your feedback is important, and will help us improve our service.
Having your CEO or an executive “sign” this introduction could be that much more powerful.
2. Prove the value with an incentive
At Zmags, we award an iPad every Quarter to one customer who has given us feedback and ensure that we promote it whilst thanking all those that gave us feedback:
Please take 2 min. to rate my service and as a sign of our appreciation you will be entered into a draw to win an iPhone 5.
Or, depending on your product/service and audience, you could instead offer a coupon or to donate to a specific charity (or, let them chose the charity!). The latter works well with senior executives and C-suite respondents.
3. Communicate how feedback has been executed on
Try posting this in your community portal, send out emails to survey respondents, etc. to communicate any decisions and improvements that have been made based on the feedback. This can help customers develop an even stronger connection with your brand, knowing they have made a material impact!
What to do with all of the data
- Utilize your Promoters as referrers/lead generator/testimonials
- Celebrate your scores externally: – Zmags Customer Service NPS tends to hover around 80 which is incredible and a real selling point when pitching against completion
- Each department will have a different NPS level, which will become clearer over time. Analyse where that fits and look to top-performing departments for ideas on how to improve.
- In some cases representatives (support reps), campaigns, product features etc. can also be matched to NPS results. Again, look to the best and try to replicate their successes!
|NPS Leaders – U.S. 2012*
||NPS Leaders – UK 2011*
|USAA – Banking
|Apple – Computer Hardware
|Amazon.com – Online Shopping
|First Direct – Banking
|USAA – Auto Insurance
|LG – Television
|Trader Joe’s – Grocery
|Samsung – Television
|Costco – Department Stores / Apple – Computer Hardware / USAA – Homeowners Insurance
|Sony – Computer Hardware
The bottom line is to grab feedback at important moments of customer interaction. That might be an excited customer or an irritated customer. Ask and consume feedback consistently and effectively – pick a few key metrics to measure NPS and performance. Ultimately a high NPS is a sign of healthy business that can boast loyal customers happy to promote your organization.
*taken from http://www.netpromoter.com/why-net-promoter/know/
*taken from http://www.netpromoter.com/why-net-promoter/compare/
Photo Credit: pitbull2013 via Compfight cc
Photo Credit: Dan Eriksson via Compfight cc
When it comes to service, is there a difference between a customer and a client?
At Zmags we strive to deliver an unparalleled world class service. The service we continue to offer has grown our service offering into a real unique selling point for Zmags as an organization – a happy customer breeds a healthy growing business.
Internally, though, we like to regard our client base as our bloodline, who in turn use our software to deliver a user experience to their customers. There are a lot of definitions of “client versus customer” available, but in essence when it comes to delivering online software, there is very little difference.
You tend to associate a client with someone you have meetings with and you partner with to grow a prosperous long term relationship, whereas a customer is someone you look to support and surprise with service to foster brand loyalty and spread that experience with friends and family.
In reality, the Zmags Customer Service Team (as we call ourselves) does both. We partner with our clients and our Account Management Team to offer personal consultancy, product training for all digital catalogs and solutions, webinars and best practices as part of our Customer Success Program. As part of this Program we offer round the clock Customer Support and a Community Portal to ensure that our customers have what they need to deliver to their customers on time.
So does this coin a new breed of service? Probably not. But it demonstrates that whoever you are offering that service to, there is significant value and importance in making sure it exceeds expectation on every level.
Markets move fast, and innovative online products enter the competitive field very quickly as cloud based solutions are scaleable, fashionable and heavily funded.
Treat every service interaction with the professionalism you associate with client services and the personal touch you associate with customer service. The value you create will help drive a successful business.
“The goal as a company is to have customer service that is not just the best but legendary.”
-Sam Walton, Founder of Wal-Mart
Customer Service, as Mr. Walton sees it, must be married with corporate objectives and the bottom line. I would be inclined to agree.
The customer experience is certainly becoming (or already is) the next competitive battleground or playing field.
Fortunately for Zmags, we have always seen the customer experience as the way to foster brand loyalty and we pride ourselves on the service any of our customers will receive when they interact with our team.
Ultimately, if our customers are successful we are successful. So it’s essential to partner with them, support them, and learn from them to drive us forward from both a service and product standpoint.
We benefit from the word of mouth that a “wow” customer experience provokes and we learn from any negative experiences to improve the customer service throughout the organization.
The bottom line, especially when we compare our services to our competitive landscape, is that offering a fantastic customer service not only supports the product offering but can in essence be a standalone product itself. Meeting expectation is easy; exceeding it is what will ensure that you stand out and have a competitive advantage. Our key drivers are to provide a customer experience that exceeds expectation, to measure & learn from it, and to communicate both back to the customer and the organization.
Providing a Customer Service
- Net Promoter Score – great way to measure not only your service but how likely this service is to positively or negatively impact the business
- Irritant Matrix – Make sure that Support Tickets and feedback is measured and acted upon in the right way.
- Surveys – Feedback, feedback, feedback! Ask your customers for honest feedback and reward them for it.
- Always close the loop – respond to all feedback with gratitude and an action plan
- Beta Programs – Involve your customers in new product developments; they know the product well and love to feel part of the journey.
You may be competing in terms of Price, Product, Place & Promotion but you’ll be nowhere without a Perfect Service.
In a hyper competitive market, marketers compete on providing a better shopping experience for their customers. One of the best ways to deliver a pleasurable shopping experience is making the purchase process easier for your customers.
This can be done in many ways, including:
1. Leverage Multi-Channel Opportunities
User behavior has undergone a big change. More and more users now undertake multiple activities spread over devices and channels.
Marketers should leverage such multi-channel sales opportunities by providing web users the ability to make purchases during any point of their user experience. For instance, allowing the user to click on the dress she likes while browsing the digital catalog and purchase it would be key to conversions. Or, at the very least, let the user place the dress into the shopping cart with one or two clicks. Very few smart phone or tablet users have the ability or patience to search for the same dress in a dedicated ecommerce website, which would ultimately lead them off your site.
Since social media is so important in this digital age, it makes sense to integrate social with ecommerce.
In the example above, clicking on the dress, which leads to a registration page where the user will have to enter tons of information would be a put off for the customer. What would be even worse would be the registration page leading to a home page away from the dress. Provide alternatives such as accepting an Open ID login such as Facebook. That way, the only information the user would have to fill out would be their purchase information.
This integration not only contributes to making the purchase process easy and fast, it also helps in providing a personalized experience.
3. Ensure seamless and easy navigation
Ensure that the website work across devices by adopting technology suitable across all touch points. The iPad, for instance, supports HTML and not Flash. Asking the user to download a plug-in or the page displaying an error message will drive customers elsewhere.
Again, the user trying to purchase the dress she liked when browsing the catalog should be able to add the dress to the shopping cart and check out at their time of convenience. There is nothing frustrating that the shopping cart disappearing if the user navigates away from the page.
Have you gone through your shopping experience? If you were a potential customer, would you think the process was easy and seamless?