How to Eliminate Friction and Build a Modern Customer Experience
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The document outlines a framework for eliminating friction in customer experience, emphasizing the importance of responsiveness and streamlined processes. It introduces a friction-fighting framework that involves identifying friction points, defining desired outcomes, and implementing solutions through automation and customer feedback. By enhancing customer service, the document argues businesses can significantly improve loyalty and reduce negative word-of-mouth.
How to Eliminate Friction and Build a Modern Customer Experience
- 1. HOW TO ELIMINATE FRICTION AND BUILD A MODERN CUSTOMER EXPERIENCE C A M B R I A D A V I E S #INBOUND19
- 2. #PARTNERDAY18 Hi, I’m Cambria Product Manager @ HubSpot Other lives: growth marketer, writer, boxer, amateur beatboxer, avid pizza maker cambriadavies.com
- 3. #PARTNERDAY18 An actionable framework and best practices for fighting friction Friction vs Frictionless Why investing in the customer experience is the fastest way to grow your business 1 2 Friction Fighting Framework Learn how to implement a modern customer experience in HubSpot’s Service Hub 3 System for success AGENDA
- 5. #PARTNERDAY18 Once upon a time...
- 7. Pepe
- 8. Stress food
- 10. How you make $$$ on AirBnB
- 11. and everywhere else... Source: The Atlantic
- 12. 2.8 3.0 3.2 3.4 3.6 3.8 Source: The Atlantic Mean availability Mean review quality 1.0 0.8 0.6 0.4
- 13. 2.8 3.0 3.2 3.4 3.6 3.8 Source: The Atlantic Mean availability Mean review quality 1.0 0.8 0.6 0.4 21% more likely to have sold out all 7pm tables
- 14. 3.2 3.4 3.6 3.8 4.0 4.2 Source: The Atlantic Mean availability Mean review quality 0.8 0.7 0.6 0.5 0.4 0.3
- 15. 3.2 3.4 3.6 3.8 4.0 4.2 Source: The Atlantic 0.8 0.7 0.6 0.5 0.4 0.3 Mean availability Mean review quality 19% more likely to have sold out ALL tables
- 16. People now turn to their friends & networks
- 18. So how do you make this thing spin?
- 19. So how do you make this thing spin?
- 21. FRICTION
- 24. Late response Hassle Repeat contacts & repeating information X X X FRICTION
- 25. Late response Hassle Repeat contacts & repeating information X X X FRICTION
- 30. FRICTION
- 31. FRICTION
- 32. No response Repeat contacts Channel switching Transfers Repeating information Robotic service Policies and processes that create hassle 81% of consumers would spread negative word of mouth if they encountered friction with a brand. Source: The Effortless Experience #INBOUND19
- 33. Lack of responsiveness Repeat contacts Channel switching Transfers Repeating information Robotic service Policies and processes that create hassle FRICTION
- 34. Place an order with one click FRICTIONLESS Self-service purchase
- 35. Self-service purchase Self-service help Cancel with one click FRICTIONLESS
- 39. FRICTIONLESS Self-service Any channel, anytime Clear expectations
- 40. Lack of responsiveness Repeat contacts Channel switching Transfers Repeating information Robotic service Policies and processes that create hassle FRICTION Immediate response Self-service Any channel, anytime One point of contact No repeating information Human service No hassle FRICTIONLESS #INBOUND19
- 41. No response Repeat contacts Channel switching Transfers Repeating information Robotic service Policies and processes that create hassle IT’S HARD. Immediate response Self-service Any channel, anytime One point of contact Everyone has context Human service No hassle IT’S EASY.
- 42. FRICTION FRICTIONLESS 3.97x 1.00xMore loyal More disloyal Source: The Effortless Experience Customer service impact on loyalty
- 43. Bank teller ATM FRICTION FRICTIONLESS
- 44. Normal check in Self-check in FRICTION FRICTIONLESS
- 45. No response Repeat contacts Channel switching Transfers Repeating information Robotic service Policies and processes that create hassle 94% of consumers reported they would repurchase if they didn’t encounter friction with a brand. Source: The Effortless Experience #INBOUND1 9
- 47. What can be automated? What can be addressed through shared goals or reorganization? Define the ideal state Outline objectives for your team to know what success looks like 1 Identify friction 2 Define frictionless 3 Fight it Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback Friction Fighting Framework
- 48. What can be automated? What can be addressed through shared goals or reorganization? Define the ideal state Outline objectives for your team to know what success looks like 1 Identify friction 2 Define frictionless 3 Fight it Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback Friction Fighting Framework
- 49. 1 Identify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 50. 1 Identify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 51. Source: The Effortless Experience 1 FRICTION FRICTIONLESSIdentify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 52. Source: The Effortless Experience 1 FRICTION FRICTIONLESSIdentify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 53. Source: The Effortless Experience 1 FRICTION FRICTIONLESSIdentify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 54. Source: The Effortless Experience 1 FRICTION FRICTIONLESSIdentify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 55. Source: The Effortless Experience 1 FRICTION FRICTIONLESSIdentify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 56. Source: The Effortless Experience 1 FRICTION FRICTIONLESSIdentify Friction Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback
- 57. What can be automated? What can be addressed through shared goals or reorganization? Define the ideal state Outline objectives for your team to know what success looks like 1 Identify friction 2 Define frictionless 3 Fight it Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback Friction Fighting Framework
- 58. 2 Define frictionless Define the ideal state Outline objectives for your team to know what success looks like FRICTION FRICTIONLESS
- 59. 2 Define the ideal state Outline objectives for your team to know what success looks like FRICTION FRICTIONLESS Define frictionless
- 60. 2 Define frictionless Define the ideal state Outline objectives for your team to know what success looks like FRICTION FRICTIONLESS
- 61. 2 Define the ideal state Outline objectives for your team to know what success looks like FRICTION FRICTIONLESS Define frictionless
- 62. 2 Define the ideal state Outline objectives for your team to know what success looks like FRICTION FRICTIONLESS Define frictionless
- 63. 2 Define the ideal state Outline objectives for your team to know what success looks like FRICTION FRICTIONLESS Define frictionless
- 64. 2 Define the ideal state Outline objectives for your team to know what success looks like Source: UX Design Define frictionless
- 65. 2 Define the ideal state Outline objectives for your team to know what success looks like Source: UX Design Define frictionless
- 66. 2 Define the ideal state Outline objectives for your team to know what success looks like Source: UX Design Define frictionless
- 67. 2 Define the ideal state Outline objectives for your team to know what success looks like Source: UX Design Define frictionless
- 68. 2 Define the ideal state Outline objectives for your team to know what success looks like Define frictionless FRICTION FRICTIONLESS SUCCESS METRIC
- 69. 2 Define the ideal state Outline objectives for your team to know what success looks like Define frictionless FRICTION FRICTIONLESS SUCCESS METRIC
- 70. 2 Define the ideal state Outline objectives for your team to know what success looks like Define frictionless FRICTION FRICTIONLESS SUCCESS METRIC
- 71. 2 Define the ideal state Outline objectives for your team to know what success looks like FRICTION FRICTIONLESS SUCCESS METRICDefine frictionless
- 72. What can be automated? What can be addressed through shared goals or reorganization? Define the ideal state Outline objectives for your team to know what success looks like 1 Identify friction 2 Define frictionless 3 Fight it Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback Friction Fighting Framework
- 73. 3 Fight it What can be automated? What can be addressed through shared goals or reorganization? SUCCESS METRIC STRATEGYFRICTIONLESS
- 74. 3 Fight it SUCCESS METRIC STRATEGYFRICTIONLESS What can be automated? What can be addressed through shared goals or reorganization?
- 75. 3 Fight it What can be automated? What can be addressed through shared goals or reorganization? SUCCESS METRIC STRATEGYFRICTIONLESS
- 76. 3 Fight it What can be automated? What can be addressed through shared goals or reorganization? SUCCESS METRIC STRATEGYFRICTIONLESS
- 77. 3 Fight it What can be automated? What can be addressed through shared goals or reorganization? SUCCESS METRIC STRATEGYFRICTIONLESS
- 79. Lack of responsiveness Repeat contacts Channel switching Transfers Repeating information Robotic service Policies and processes that create hassle FRICTION Immediate response Self-service Any channel, anytime One point of contact No repeating information Human service No hassle FRICTIONLESS
- 80. it’s hard to deliver excellent customer service. But,
- 81. Because you’re storing your customer information across different systems.
- 82. You’re being bombarded with conversations across multiple channels.
- 83. And you have no insight into who your customers are.
- 84. HelpDesk = a system to support your customers SYSTEM OVERVIEW
- 85. SYSTEM OVERVIEW Manage all issues & channels in one place Easily identify most important thing to do next Gather quick context into customers and their issues Efficiently & confidently present solutions and close issues Understand insights about customer pain & take action INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
- 86. INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE Manage all your conversations in one place Any channel, anytime
- 87. INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE Easily identify what to do next Immediate response
- 88. Get relevant, immediate context into customers and their issues 360 degree view of your customer INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVENo repeating information
- 89. Easily access documented solutions INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVEImmediate response
- 90. Categorize issues to keep track of customer pain Self-service INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
- 91. Identify customer pain and how to improve it Make reports actionable by seamlessly creating a help article or sharing with coworkers. INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVESelf-service
- 94. One email inbox across multiple team members Data from customers scattered all over the place FRICTION FRICTIONLESS One shared team inbox Insights to organize and improve Single system of record across sales, marketing, and service X X
- 95. Lack of responsiveness Repeat contacts Channel switching Transfers Repeating information Robotic service Policies and processes that create hassle FRICTION Immediate response Self-service Any channel, anytime One point of contact No repeating information Human service No hassle FRICTIONLESS
- 96. What can be automated? What can be addressed through shared goals or reorganization? Define the ideal state Outline objectives for your team to know what success looks like 1 Identify friction 2 Define frictionless 3 Fight it Categorize trends from support requests Gather customer feedback from surveys Gather internal feedback Friction Fighting Framework
- 97. HELPDESK Manage all issues & channels in one place Easily identify most important thing to do next Gather quick context into customers and their issues Efficiently & confidently present solutions and close issues Understand insights about customer pain & take action INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
- 98. Bali, Indonesia
- 99. #PARTNERDAY18 Once upon a time...
- 100. 5-star reviews
- 102. Superhost
- 103. Immediate response
- 104. Now go make it spin. Find slides & more at cambriadavies.com
Editor's Notes
- #7: It had perfect 5 star reviews
- #8: Trying to decipher what these obscure spanish words mean that they don’t teach you in 10th grade AP Spanish to no avail. So we call the car company… “you put diesel in it didn’t you?”
- #10: It was such a SIMPLE, thoughtful, thing for her to do that I decided to write a review… which I rarely do. Which I’m sure is exactly what happened to the other 277 reviewers.
- #11: Which is how Asun became a superhost and then an A+ host. Which is how she’s making a lot of $$ on Airbnb… a research study performed at BU estimated that a 5-star average rating disclosure leads to an increase in listing prices.
- #12: In a study of nearly 400 restaurants in San Francisco, researchers found the difference of a half-star in a Yelp rating can impact the rate at which a restaurant is booked on a given night.
- #13: They looked at the mean review rating and the mean availability of these restaurants and found that..
- #14: moving from 3 to 3.5 stars is is associated with being 21 percentage points more likely to have sold out all 7:00 PM tables
- #15: moving from 3.5 to 4 stars makes restaurants an additional 19 percentage points more likely to have sold out all tables."
- #16: moving from 3.5 to 4 stars makes restaurants an additional 19 percentage points more likely to have sold out all tables.
- #17: The fact is, trust in business has eroded. People now turn to their friends and networks and REVIEWS to inform their purchasing decisions.
- #18: Enter the flywheel. In this world in which customers are the greatest driver of growth, you have to INVEST in them. You have to create this flywheel.
- #19: But how the heck do you create a flywheel?
- #20: But how the heck do you create a flywheel?
- #21: When customers formulate an opinion of your business it’s based on the amalgamation of touchpoints that they have with you -- which an be quickly tainted based on one or more points of friction that disrupt their experience.
- #23: I got a late response.
- #24: Then they told me that I couldn’t cancel through FBM. So, I called them and thought I had the issue resolved only to see that I was charged the following month AGAIN.
- #25: I contacted again, and they asked for my account no. and if I was the account holder
- #26: Aftering being transferred to another agent, they then asked for my account no. and if I was the account holder
- #27: Friend of mine - Jesse - was telling me about his trip to Norway last year that was overbooked.
- #31: So Jesse decided to come up with Norwegian’s next campaign slogan:
- #32: This is the opposite of a frictionless experience. This type of friction is exactly what leads consumers to spread negative word of mouth about brands they engage with...
- #33: In fact, 81% of consumers indicated that they would spread negative word of mouth if they encountered friction with a brand.
- #43: Gartner ran a study with 125k customers and 5k service reps and discovered that “friction" in service drives disloyalty. Customers who encountered friction were almost 4x more likely to be disloyal to a brand.
- #44: When you need to withdraw money from your bank account, do you approach the bank teller or use the ATM?
- #45: On your last vacation, did you wait in line at the airport to check in? Or did you use a self-serve kiosk? Or print your boarding pass at home?
- #47: Alright now that we know what friction is - let’s walk through the framework for eliminating it.
- #50: Think about the complaints you hear from customers and prospects -- where do they have difficulty interacting with your company? Gather feedback from support requests, comments on help center articles, and information collected through customer satisfaction, customer effort, NPS, and other surveys. If you don’t have these feedback loops, start investing time into building them. Ideally, you should be collecting feedback from customers at key milestones or touchpoints with your company, e.g. after the initial purchase, a support interaction, repurchase, or cancellation.
- #51: Make a list of customers that have reported success with your product and another list with the customers who have canceled or given negative feedback. Start reaching out to customers or digging into their feedback responses to learn more about the why behind their sentiments. Write down notes and highlight the trends for your happy and unhappy customers. Take note of how your happy customers define success. What value do they get from your product or service?
- #52: Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
- #53: Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
- #54: Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
- #55: Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
- #56: Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
- #57: Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
- #65: The framework started out as a brainstorming exercise. The founders wanted to design a mind-blowing experience that would go viral. They honed in on one aspect of the customer journey: check-in. And they brainstormed what that “mind-blowing” experience would look like.
- #68: I recommend doing this for each off your core customer touchpoints.
- #74: https://docs.google.com/spreadsheets/d/1j81ccdUHYDzH0-FZQ6sp8sWvFWKxZ6N8A4bxFY30XKI/edit?usp=sharing
- #75: https://docs.google.com/spreadsheets/d/1j81ccdUHYDzH0-FZQ6sp8sWvFWKxZ6N8A4bxFY30XKI/edit?usp=sharing
- #76: https://docs.google.com/spreadsheets/d/1j81ccdUHYDzH0-FZQ6sp8sWvFWKxZ6N8A4bxFY30XKI/edit?usp=sharing
- #77: https://docs.google.com/spreadsheets/d/1j81ccdUHYDzH0-FZQ6sp8sWvFWKxZ6N8A4bxFY30XKI/edit?usp=sharing
- #78: https://docs.google.com/spreadsheets/d/1j81ccdUHYDzH0-FZQ6sp8sWvFWKxZ6N8A4bxFY30XKI/edit?usp=sharing
- #79: Alright, so now that we’ve got the framework down, I wanna dive into how you can leverage a system to help you execute on some of these strategies.
- #81: Bc the reality is, we know we need to create a good customer experience in order to grow. But, it’s really hard.
- #83: Bc the reality is, we know we need to create a good customer experience in order to grow. But, it’s really hard.
- #85: You need a system to help solve these fundamental problems -- to help support your customers. Full disclosure, I am the product manager for our HelpDesk in HubSpot’s Service Hub. This is my job -- I think about what teams need to deliver excellent customer service every day. I obsess over this. And then I work with my team to help build it.
- #86: So what is a HelpDesk? These are the fundamental elements: a place to INTAKE customer questions and issues across a variety of channels, a way to TRIAGE and identify which you should take action on, a way to TROUBLESHOOT those issues and gather quick context into who you’re talking to, access to content to help SOLVE those issues, and insights to help IMPROVE
- #87: A shared team inbox so you can manage customer comms in one place and deliver on “any channel, any time”
- #88: A shared team inbox so you can manage customer comms in one place and deliver on “any channel, any time”
- #89: Customize key contact and ticket information displayed to different users & teams
- #98: AND I’ve walked through a HelpDesk system that you can start leveraging to fight that friction. I guess all that’s left is to tell you...
- #99: about my next vacation in Bali - I’m leaving in two weeks.
- #101: But how the heck do you create a flywheel?
- #102: But how the heck do you create a flywheel?
- #103: But how the heck do you create a flywheel?
- #104: I had an immediate response from my host letting me know about additional checkin details. I’m not gonna rent a hybrid, so I think I should be fine on any potential diesel dilemmas -- although there are scooters, so the verdict’s still out. Maybe Elon Musk will greet us or Rhys with some surfboards. I’ll let you guys know.
- #105: Thanks so much for coming - you can find these slides and more on my website. Now go forth and frolick and create a frictionless customer experience.