How to take care of the customer with benefit for the product – Peter Savostin, Tinkoff

It's useful. speech My colleague, Pyotr Savostin, who continues the topic. first date with a clientAnd then thereafter. customer involvement in the ecosystem. At the very beginning of the report, Peter says that care is the key to a long-term relationship.

1. Interest and hold
2. Listening and listening to each other
3. Surprise and anticipate desires
4. Looking at relationships more broadly
5. Be able to smooth corners properly

Peter goes on to tell stories and begins by saying that you cannot make a first impression twice. The first moments in a relationship are the most important. It's important that

• Make it as smooth and seamless as possible Create a habit of using the product To make us an integral part of the customer’s life Peter gives the example of Wargaming and first impressions. And then we go on to talk about the power of habit and the Aha moment.

The next big topic is customer experience metrics like convertibility. Peter shows how turnover varies depending on the different stages of the client’s life within our product. Here is an example of a competitor bank that promised to deliver the card in a day, and not delivered in a week and had to communicate with them almost every day:) Peter says the best CX is when you don’t need support. (Everything goes so smoothly that you do not need to turn to it.). But if they do, they need to be analyzed. To do this, you can use a semantic call map and look at the top categories and reverse-engineer the process so that you understand the reason why users need to contact for support. And then you will most likely have insights about what can be improved. Plus, the same approach will help you prioritize bugs and bugs in your apps.

Next, Peter goes on to how to surprise the customer with the quality of service and here he recommends Act proactively – solve the problem as soon as possible, ideally before it occurs

• Personalize the product - the application must adapt to the user Do as much as possible for the client without additional questions - so-called contactless service Provide self-service - to make it so that the client can do their own actions without appeals for support, and even more desirable if it does automation under the hood Next, Peter gives examples from his practice in Tinkoff: proactive number change, card recovery, proactive transfers, proactive bot

Peter proposes to look wider to improve the customer experience beyond our products, but rather from the needs of users. There are also examples: a calculator in translations, a smart camera, customer support even if the joint is on the other side. Next Peter talks about JTBD (Jobs To Be Done) Analytics that you need to collect to be able to improve the experience.

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