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John Rote
                      @johnbonobos
               Small Business Summit
Lessons from a Customer Service Ninja
John rote of bonobos   customer service - small biz summit 2012
We started Bonobos to solve a
simple problem: Guys need
pants, but don’t like shopping.

Our Fit Solution:
• Anatomical, curved waistband
• Mid-rise and tailored through
the leg
• Great fabrics
• Attention to detail
But why did we go to the web?

                   You can own the UX at a retail store, but employee
                   turnover is high. Good margins, but it’s hard to open
                   up lots of stores so growth takes time.


                   You can wholesale your product, but then you don’t
                   own the UX. Also, your margins are split in two, so
                   prices go up.


                   You could have catalogs and offer a great experience
                   like LL Bean or Lands End by dealing directly with your
                   customers.


                   You can go online and controlthe customer experience
                   and can grow really fast, but the margins aren’t great
                   and you don’t control the product.
John rote of bonobos   customer service - small biz summit 2012
13
things we’re
  learning
1

People like it when a human
gets back to them really quickly.




                                                  Speed of Response
                 Quality of Response



                                          Personality &
                         Great Policies    Friendliness
2

Don’t keep your customers
waiting, even if you don’t have a
solution ready for them yet.


          Hey David,

          Just wanted to check in and let you know that we’re still
          working on this. Sorry we don’t have an answer for you
          yet but we’ll figure this out and get back to you ASAP
          with a solution.

          Cheers,
          John
3

It’s expensive to acquire new
customers.

PR is amazing if you can get    The Net Promoter Question:
it, but word of mouth is your
cheapest way to grow.            “On a scale of 1-10, how likely
                                are you to recommend Bonobos
Given how costly it is to get    to your friends, family, and co-
customers, take every                       workers?”
opportunity to turn them into
promoters and don’t lose them
over something silly.
4

Any touch point with your        • Customer Service
customers is capable of adding   • Packing Slip
value.                           • Packaging
                                 • Hold Music
                                 • Return Label Form
                                 • Fine Print on Policies
                                 • Answering Machine Message
                                 • Order Confirmation Email
                                 • An Error Page
John rote of bonobos   customer service - small biz summit 2012
5

Invite feedback. Respond to it.
6

If your phone rings, pick it up.

Not being on twitter and
facebook is like ignoring a
ringing phone.                                Twitter



                                   Facebook

                                                        Email


                                         Phone
7

You can’t be good at everything.

But you can pick what you’re
going to be good at and what
you’re going to let slip, so make
a conscious, strategic decision.
8                                        NINJA RECRUITING STEPS

                                    Customer Service Email Test
Interview & hire people for the
                                    Phone Screen
job they’re going to do on Day 1.
                                    Day 1 – 1x1 Interviews with 2 Ninjas
Make people fight to do             Day 1 – 1x1 Interview with non-Ninja
customer service.                   Manager
                                    Day 1 – Group/Social Interview with 2-3
                                    Ninjas
                                    Day 2 – Interview with a VP
                                    Day 2 – In-person Service Test with a
                                    group of Ninjas
                                    Day 2 – Final Interview

                                    Waiting Period, Job Offer
9

Ask people how their day is
going. If you see an opening, dig
around a little bit and get to
know somebody.
10

Focus on your customers,
not on your competition.
11

The most lasting competitive
advantage is extreme trust.
12
13

Say “please” and “thank you”.
Questions &
    Feedback?

  @johnbonobos
john@bonobos.com

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John rote of bonobos customer service - small biz summit 2012

  • 1. John Rote @johnbonobos Small Business Summit Lessons from a Customer Service Ninja
  • 3. We started Bonobos to solve a simple problem: Guys need pants, but don’t like shopping. Our Fit Solution: • Anatomical, curved waistband • Mid-rise and tailored through the leg • Great fabrics • Attention to detail
  • 4. But why did we go to the web? You can own the UX at a retail store, but employee turnover is high. Good margins, but it’s hard to open up lots of stores so growth takes time. You can wholesale your product, but then you don’t own the UX. Also, your margins are split in two, so prices go up. You could have catalogs and offer a great experience like LL Bean or Lands End by dealing directly with your customers. You can go online and controlthe customer experience and can grow really fast, but the margins aren’t great and you don’t control the product.
  • 6. 13 things we’re learning
  • 7. 1 People like it when a human gets back to them really quickly. Speed of Response Quality of Response Personality & Great Policies Friendliness
  • 8. 2 Don’t keep your customers waiting, even if you don’t have a solution ready for them yet. Hey David, Just wanted to check in and let you know that we’re still working on this. Sorry we don’t have an answer for you yet but we’ll figure this out and get back to you ASAP with a solution. Cheers, John
  • 9. 3 It’s expensive to acquire new customers. PR is amazing if you can get The Net Promoter Question: it, but word of mouth is your cheapest way to grow. “On a scale of 1-10, how likely are you to recommend Bonobos Given how costly it is to get to your friends, family, and co- customers, take every workers?” opportunity to turn them into promoters and don’t lose them over something silly.
  • 10. 4 Any touch point with your • Customer Service customers is capable of adding • Packing Slip value. • Packaging • Hold Music • Return Label Form • Fine Print on Policies • Answering Machine Message • Order Confirmation Email • An Error Page
  • 13. 6 If your phone rings, pick it up. Not being on twitter and facebook is like ignoring a ringing phone. Twitter Facebook Email Phone
  • 14. 7 You can’t be good at everything. But you can pick what you’re going to be good at and what you’re going to let slip, so make a conscious, strategic decision.
  • 15. 8 NINJA RECRUITING STEPS Customer Service Email Test Interview & hire people for the Phone Screen job they’re going to do on Day 1. Day 1 – 1x1 Interviews with 2 Ninjas Make people fight to do Day 1 – 1x1 Interview with non-Ninja customer service. Manager Day 1 – Group/Social Interview with 2-3 Ninjas Day 2 – Interview with a VP Day 2 – In-person Service Test with a group of Ninjas Day 2 – Final Interview Waiting Period, Job Offer
  • 16. 9 Ask people how their day is going. If you see an opening, dig around a little bit and get to know somebody.
  • 17. 10 Focus on your customers, not on your competition.
  • 18. 11 The most lasting competitive advantage is extreme trust.
  • 19. 12
  • 20. 13 Say “please” and “thank you”.
  • 21. Questions & Feedback? @johnbonobos john@bonobos.com