FACTS ABOUT CUSTOMER EXPERIENCE

The top three drivers for investing in customer experience management are: 1. Improve customer retention – (42 %), 2. Improve customer satisfaction – (33 %), 3. Increase cross-selling and up-selling (32 %).

NOTE – All 3 of these items are in our control. 

Improve Customer Retention - Do you explain the AR to people?   Over this week I’ve done a lot of listening and I have to tell you, I’m not hearing a lot of explanations.  Be proactive!   When customers call to cancel the AR, make sure they understand what happened.   I DON’T want customers to see our logo and think “those were the guys who charged my card again.”   I DO want them to think “those guys charged my card but that nice lady told me they could turn it off if I called in or emailed.”

If you feel like you are constantly defending what we do you may be approaching it wrong.  These calls should not come off as if we are defensive.  I believe in what we do here, the numbers are clear and the overwhelming majority of people who are our customers like the AR.   We are very good at it and our explanations should reflect that.  Really listen to the words you choose.

Here are some 2011 numbers.

• We had over 32 million in sales for 2011.   (13% more than 2010)
• At roughly $25 (our average order) the equals 1.28 million orders in 2011.
• I have 35 people to handle the 1.28 million orders.   That means we do a LOT of stuff right.
• Out of all our phone calls....10-15% are sales.   20-25% are wrong numbers.  5% address change.  5-10% questions about existing orders.   So not all of our calls are negative.

This company has had some crazy growth.   Not something you should feel like you are "defending".    Sure, not every customer likes what we do.    But AR is what we do, it is our core business practice and you have all talked to people who love it.

Now let's take those facts and add a lot of understanding.    Understand that no matter how hard we try we cannot always communicate effectively to every customer.  These people get caught off guard and are understandably irritated.  Get them calmed down by refunding them, then try to walk them through the process.

Improve Customer Satisfaction - You have a direct impact on this.   Your job is to give Legendary Service.   In a nutshell we should give the customer (almost) everything they want.   I heard a couple of publisher calls this week where we offered no sympathy or empathy for a legitimate issue.   Should a customer have to wait beyond the 4-6 or 6-8 weeks?   No, they shouldn't.   So why don't we tell people that?   "Mrs. Customer, you are right, this is certainly outside of the start up time and we are going to find out what is going on!   Let me verify a bit of information here and we'll get in touch with the publisher."  So easy. When they are right, tell them they are right and we are going to fix it.   You want to make someone happy, tell them they are right.  Even something small.    

Walk people through the subscription manager.   We know from our survey's that people who use the subscription manager are much happier customers.   As I said the other day, Amazon has no way to manager subscriptions.  The publishers do not have a way.  The girl scouts who go door to door don't have a way.  We are the industry leader in this area!    Celebrate it.

Increase cross-selling and up-selling - Again, we have a direct impact on this.   On sales calls it is a requirement, on every other call it should just be there.    If you are taking just a little bit more time with the customers to learn something about them, explain the subscription manager and take a peek at their current subscriptions you give yourself more openings to mention a good, worth while cross sell.  The average household has 7 magazine subscriptions.  7!   Have you heard a customer or co-worker say something good about People?  Good Housekeeping?  ESPN?  SI?  Real Simple?  Family Handyman?    Tell customers about it.    If a customer has Ladies Home Journal and Good Housekeeping why not say "you know, I've heard a lot of great things about Real Simple, have you ever taken a look at that?"

We are a HUGE part of the customers overall experience with Magazines.com.   We are the #1 line of communications when customers don't like something about what we do here.   Make the most of every call and try to save 1 more customer.   Cross sell 1 more customer.   Explain the system to 1 more customer.  Convert 1 more non-customer to be a customer.