Monthly Archives: October 2018

4 Reasons Why Marketing & Sales Need to Adopt Decision Trees

You’ll often hear us talk about how decision trees can save contact centers and support managers valuable time and expended energy, but did you know that this interactive toolkit can also benefit those in the marketing and sales world? With a simple question-and-answer flow, it becomes much easier for marketers and sales staff to boost their own productivity and efficiency, collect business-driving information and much more.

Here are just a few of the ways that building decision trees can boost your game.

1. Streamline Lead Qualification

Every B2B marketer and sales staff is well-versed in the importance of lead generation and qualification for the continued health of a business – without new interest being cultivated, a company simply cannot grow.

Placing these leads into a robust decision tree based on key classifiers for your ideal customer ensures that the most qualified leads are quickly delivered to the right person, for faster and more accurate follow-up. Including the types of content, communications and promotions to best serve to these potential new consumers, along with the correct flow of distribution for proper sales resources, is a great way to enhance the lead qualification process overall.

2. Build & Optimize Sales Funnels

It’s incredibly important, in any business or industry vertical, to focus on the customer’s complete path to purchase; the sales funnel is, in essence, a decision tree looked at in a slightly altered way. By designing your initial sales funnel (or any other process) in Zingtree prior to consumer use, you’ll quickly be able to spot and measure any inconsistencies or trouble areas through simple user testing. If your business or organization is struggling with their current sales funnel flow, creating and testing decision trees can vastly excel the improvement process.

3. Improve Procedural Standards

Following and improving corporate procedures, including procurement processes (acquiring or purchasing products/services from an external source), are another factor that should not be overlooked. By using decision trees to build internal codifying systems, getting employees to follow corporate procedures, and continually optimizing these processes, any company can effectively boost these procedural standards.

4. Narrow Down Designs

Marketers are always serious when design is involved; after all, how something looks is directly related to how a consumer perceives a product or service offering! Companies that use decision trees as part of a decision-making process can easily generate a Zingtree based on potential design (or copy) options to gather direct feedback on team preferences. Rather than communicating in longer form, a decision tree is ideal for collecting quantitative data to drive faster decisions.


 

Ready to get started? Sign up for a free trial or contact us to see how Zingtree can help improve your sales and marketing efforts.

This article was originally published on May 11, 2016, and has been updated for relevancy.

5 Reasons Why Shoppers Might Hate Navigating Your Website

navigating website

Your customer-facing website is meant to be an environment that welcomes, informs, engages, supports, and converts. So why is it that most users only stay on the webpage they landed on for less than 59 seconds?

Everywhere you look online, you can find examples of websites and eCommerce stores that don’t necessarily meet today’s standards of customer ease-of-use. And, while a site visitor could have gotten their answer or information they were seeking within that single webpage in 59 seconds, it’s far more likely that something just isn’t working for your target audience. With eCommerce expected to hit $4.5 trillion in 2021 (Statista) and consumers’ risings expectations for flawless, seamless web experiences to browse and purchase your products or services, it’s more important than ever to pay attention to where your site may be lacking.

There could be any number or combination of reasons why customers might not enjoy navigating your website. We’re shedding some light on a few of the most common issues that eCommerce sites run into.

1. Your products and services are hard-to-find

Poorly-designed menus, hidden information, and clunky sub-categories are responsible for a huge amount of customer dread when it comes to navigating eCommerce sites. A whopping 41% of online shoppers cite this as being a reason for disliking a website; jumping through digital hoops to find what they’re looking for just doesn’t cut it.

Having a well-organized menu of web pages and easy-to-use product finders are a fantastic method for helping customers to help themselves and find just what they need. From selecting a pair of sunglasses to figuring out the best type of bike, Zingtree product finders are the easiest way to locate specifics among a robust product offering.

2. You have poor search functionality

Search is at the core of every eCommerce website’s ability to convert customers quickly and easily. Incredibly basic search functions that don’t even use filters to refine the results can be a frustrating experience. With a poor system fleshed out for searching products, support information, and other FAQs, customers will feel lost in your website and be much quicker to abandon ship.

The more complex your product or service offering, the more advanced your search functionality should be in order to keep up with customer needs. eCommerce search tools that are efficient and effective have shown to prolong a customer’s visit to your website and is far more likely to encourage a sale.

3. You haven’t optimized your site for mobile

It’s safe to say that mobile shoppers are now officially outnumbering desktop-only online shoppers. Mobile eCommerce sales account for 34.5% of total eCommerce sales in 2017, and that number is growing still. If your mobile eCommerce site leaves something to be desired, or if it’s completely non-functional, it’s time to make it a priority.

If a customer on a smartphone opens up your website to find and purchase a product, and that mobile site is difficult to navigate, loading slowly, or clearly not set up to support such dimensions, they will leave immediately and not come back. When making final purchases and using online bill pay, this becomes even more important to remain competitive.

Image via UserZoom

4. Your design leaves something to be desired

While we may teach not to judge a book by its cover, the look and feel of your eCommerce site means absolutely everything. In fact, many consumers won’t even make a purchase from a website they don’t feel has a trustworthy appearance. If your customers type in your URL and get launched into a UI from the early 2000’s, the urge to find somewhere more visually pleasing to do their shopping is inevitable.

Website design directly correlates with how customers determine whether they believe you to be a reliable, professional company. 95% of users indicated that a positive user experience is the most important factor when they visit a website (Econsultancy). In addition, Forrester has reported that your website’s conversion rate could increase by 200 to 400% with a well-designed interface.

5. You don’t have an FAQ

When any type of purchase is involved, customers will consistently have questions about shipping, returns, manufacturing, and other specific details of your business and its products. Having a Frequently Asked Questions (FAQ) section that’s easy to locate, scan through, and find what you need saves your customer valuable time and improves your eCommerce site’s conversion rates.

Interactive FAQs and customer support decision trees were designed with this in mind, offering a powerful platform for customizing and publishing an in-depth, yet concise knowledge base of information. With an interactive element that’s simple to search through and find just what’s needed, customers feel empowered to solve their own problems without getting in touch with your eCommerce business directly.

 

Ready to learn about how Zingtree’s powerful toolkit can help you create interactive FAQs and product finders that will keep customers happy, engaged, and converting? Get in touch, be sure to check out our example decision trees, and read up about our solutions for eCommerce and retail businesses. 

Create Freshdesk Tickets from Zingtree Decision Trees

Does your company use Freshdesk to manage technical support?

If so, you can use Zingtree decision trees to reduce your technical support team’s workload. Customers can either self-solve their issue, or you can get a new ticket in your Freshdesk that includes all the information from their decision tree session. By effortlessly gathering background information from the customer via the decision tree, you save a lot of time by reducing back-and-forth messages.

Here’s how a ticket generated by Zingtree appears in Freshdesk:

Note how the ticket includes a transcript of the Zingtree session.

Click the button below if you’d like to try a demo tree that generates a ticket in our Freshdesk sandbox:

Setup Overview

It’s easy to set this up – here’s an overview of the process:

  1. Add a new Application to Zingtree for creating Freshdesk Tickets.
  2. Create a “Ticket Submitted” node.
  3. Create a “New Ticket” node to obtain the customer’s name, email, a ticket subject, a description, and optional custom fields.

Add a new Application to Zingtree for creating Freshdesk Tickets.

A Zingtree application can be called from any node. You’ll need to add the Freshdesk App first as follows:

  1. Log into your Zingtree account.
  2. Go to Account > My Apps.
  3. Select the Freshdesk: New Ticket App.
  4. Enter your Freshdesk API key and domain name. (Instructions are on the page.)

  5. Click Add Freshdesk App to save the new App.

Create a “Ticket Submitted” Node

When this node appears, a new ticket is added to your Freshdesk installation. This is the end result of pressing a “Submit Ticket” button inside the decision tree. You can create this node as follows:

  1. Go to Tools > Add Node.
  2. Add a new Content Node.
  3. Give the node a title, and any text you want to appear in the content area – like “Thanks for submitting a ticket” etc.
  4. Click the Apps/Webhooks tab.
  5. Click Add App/Webhook.
  6. Select the Freshdesk App you just created. You should see something like this:

  7. Click Save Changes to save this node.

Now we’re ready to link a ticket entry page to this “Ticket Submitted” node.

Create a “New Ticket” node

After your customer goes through the troubleshooting session, if they haven’t been able to resolve the issue, you can direct them to a node which collects the following info:

  • Name
  • Email
  • Subject for the Ticket
  • Description of the problem.

You use Zingtree’s Data Entry Fields to get this info. The field variables need to be named as follows:

name = fd_name
email = fd_email
subject = fd_subject
description = fd_description

  1. Edit the node where you want the customer to submit the ticket.
  2. Click the Data Entry Fields tab.
  3. Add fields for fd_name, fd_email, fd_subject, fd_description. When you are done, your Data Entry Fields will look something like this:

  4. You can also optionally add Custom Fields into the ticket. In the above example, we have a custom field named product in our Freshdesk installation. So the Zingtree equivalent is fd_cf_product.
  5. If you want to set the status and priority, you can also get variables named fd_status and fd_priority. This is optional.
  6. Click the Action Buttons tab, and add a “Submit” button to go to your submit ticket page.
  7. Save the changes to this node.

Summary

Examine this tree from the Demo Gallery to see a real live setup.

That’s how easy it is to create Freshdesk Tickets from Zingtree. Any questions, comments or suggestions for improvement? Talk to us!

How Connected Are Customer Satisfaction and FCR?

customer satisfaction and FCR

Did you know that, for every 1% improvement in first call resolution rate, contact centers will see a 1% improvement in customer satisfaction rates and a 1-5% improvement in employee satisfaction?

The opinion that your customers hold of your company, its employees, and its goods and services, has a direct and profound impact on the long-term health of your business. Simply put, if your customers aren’t happy, you need to make some drastic changes before it digs your company into a hole you can’t get back out of.

Customer Satisfaction also plays a huge role in how many other customer service metrics are measured; this includes First Contact Resolution (FCR), the percentage of reported issues or support tickets that are resolved on the very first interaction with the customer. However, it’s important to have an understanding of the connection between the two metrics in order to effectively track and improve over time.

In a recent article from ICMI, the author discusses how FCR is measured, why it’s so critical, and how customer satisfaction is a key driver in promoting a better FCR. With this information under your belt and the right tools to help you tackle it all, you can more actively take the steps you need to start tracking and improving these important metrics. Here’s just a segment of the article:

For a contact center, FCR is the percentage of contacts that are resolved on the first interaction with the customer. For live calls or web chats, this means that the customer’s issue is resolved before they hang up the phone or end the chat session. Calls or chats that require a customer callback or are escalated to another source of support do not qualify for first contact resolution. For emails and web submitted tickets, which now account for a significant percentage of all customer contacts, the de facto standard emerging in the industry is that resolution within one business hour of receiving a customer email or web ticket counts as FCR.

FCR is typically measured in one of two ways:

1. The agent checks a box on the trouble ticket at the conclusion of the call or chat session to indicate if the interaction was successfully concluded on the initial contact.

2. Customers are asked in follow-up customer satisfaction surveys whether their call or chat was resolved and concluded on the initial contact with the service desk.

The first method requires periodic audits to ensure that agents are accurately reporting FCR on the tickets they handle. This is done by reviewing a representative sample of tickets each month to determine if the tickets designated FCR by an agent are, in fact, being resolved on the first contact with the customer. Neither method of measuring FCR is perfect, but it is one of the most important KPIs to track and trend.

Why It’s Important

A high FCR is almost always associated with high levels of customer satisfaction. FCR is a measure of how effectively your contact center conducts its business and is a function of many factors, including the complexity and types of transactions handled, the experience of your agents, the quality of agent training, and tools such as knowledge management and remote control. The metric is most often measured monthly because a monthly timeframe is long enough to provide statistical significance. But it can also be measured annually, weekly, daily, or even hourly.

The figure below shows the relationship between FCR and customer satisfaction for a representative cross-section of service desks worldwide. This strong cause-and-effect relationship should come as no surprise. As stated above, we all want closure on the first contact with our service providers!

customer satisfaction and FCR

Key Drivers of FCR

As shown above, FCR is a key driver—in fact, the most important driver—of customer satisfaction. But what drives FCR?  If a contact center wants to improve FCR, how would they go about doing it?  If we go back to our cause-and-effect diagram for service desk KPIs, we can see that agent training hours are the biggest driver of FCR.

customer satisfaction and FCR

 

Read more about the link between customer satisfaction and first contact resolution on the ICMI blog here >> 

Here at Zingtree, one of our primary areas of focus is to provide a platform where customers can help themselves with self-service support, helping to improve first contact resolution and, ultimately, customer satisfaction. Additionally, with standardized and perfected agent scripts in place, agents and representatives can quickly match customers to the right solution through an interactive guide, making it much more simple to improve these key metrics over time.

For more on using decision trees to improve call centers:

How to Reduce Agent Turnover in Call Centers

Is Your Customer Service Working? How to Audit & Improve Your Strategy

These 5 Simple Call Script Techniques Can Easily Win New Customers

Can Agent Scripting Improve Your Call Center KPIs?

 

Want to hear more about how interactive decision trees and call scripts help improve FCR and customer satisfaction every day? Get in touch with our team, and check out our example decision trees for call centers and support teams