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Empower Your Customers toBecome Your Evangelists

Aaron WheelerHelp Team Leader

Moz

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1. Make an emotional connection2. Make everything public3. Make everything easy

AARON

CUSTOMER SERVICE+

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Belonging & Being Valued

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Customer Service

Establishing a connection Making people feel good

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Marketing

Establishing a connection Making people feel good

Making it public

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When a customer shares their good vibes you’re gonna:

AcquireNew

Customers

RetainOld

Customers

IncreaseTheir

Spend

DecreaseTheirRage

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When a customer shares their good vibes you’re gonna:

AcquireNew

Customers

RetainOld

Customers

IncreaseTheir

Spend

DecreaseTheirRage

Build links Build community

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http://hbr.org/2011/06/why-customer-referrals-can-drive-stunning-profits/ar/1http://ftbeowulf.wordpress.com/2010/01/09/think-geek-customer-service-experience/

http://www.reddit.com/r/gadgets/comments/16tuij/thinkgeek_has_a_great_customer_support_too/

“Customers obtained through referrals are 18% more loyal and 16% more valuable”ACQUIRING NEW CUSTOMERS

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https://www.facebook.com/warbyparker/posts/10151690831653838http://www.smartplanet.com/blog/report/warby-parker-co-founder-neil-blumenthal-dishes-on-the-

eyewear-companys-sudden-success/1982

“Our customers are purchasing glasses far more frequently [than the rest of theindustry]. We’re seeing much higher repeat purchase rates and more customer loyalty.”

RETAINING OLD CUSTOMES

@aaron_wheeler #MozCon http://www.guardian.co.uk/media-network/media-network-blog/2013/mar/13/social-media-customer-engagement

70% will spend more because of a history of good customer service. INCREASING SPEND

@aaron_wheeler #MozCon http://moz.com/blog/Colossal-Day-of-Craziness

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So how do you make the good vibes vibe?

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Step One:

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Yeahhh... umm. We were makinggreat content before it was cool.

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Have you been making great help content?

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Build a help content strategy

@aaron_wheeler #MozCon Google Analytics > Content > Site Search > Search Terms

Slide Title

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What are the top 10 questions about...?

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Peggy OlsonChief Copywriter, SC&P

INTERNAL MEMORANDUMTO: Customer Service Department

Dear Customer Service Team,

Want to receive fewer emails and calls answering repeat questions?

1. We’ve set up a place for creating help content.2. I’ve attached a list of FAQs we see via search.3. I’ve also attached the Beginner’s Guide to SEO.

Let’s work together, shall we?XOXO Peggy

@aaron_wheeler #MozConhttp://www.thinkgeek.com/product/ed6b/

http://www.bazaarvoice.com/research-and-insight/social-commerce-statistics/

Consumer reviews are 12 times more trusted than descriptions from manufacturers

@aaron_wheeler #MozCon http://www.modcloth.com/shop/dresses/windy-city-dress

@aaron_wheeler #MozCon https://satisfaction.mint.com/mint/topics/why_do_reimbursements_show_up_as_income

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That’s more like it! But is it working?

Evaluate performance regularlyExternal and internal searches

Long tails

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Part Two: Help Customers Share

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Three Reasons for Sharing(Or: Three Ways to Feel Good Right Now)

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You helped me!

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I’m part of the club!

You helped me!

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I’m part of the club!

You helped me!

I know things! Smart things!

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Become a Sharing Enabler

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@aaron_wheeler #MozCon http://blog.surveymonkey.com/blog/2011/05/19/tweet-button/

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When The Tweets Hit the Fans

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“Twitter is the small claims court of customer support”

Richard White,UserVoice

(and any customer of anything)

Own theConversation

@aaron_wheeler #MozCon http://status.37signals.com/

@aaron_wheeler #MozCon http://moz.com/community/q/loss-of-google-adwords-api

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We’re all customers

@aaron_wheeler #MozCon http://www.reference.com

@aaron_wheeler #MozCon

@aaron_wheeler #MozCon http://www.reference.com

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@aaron_wheeler #MozCon

Thank you!