Last time, I have asked about how big data can save lives and this time, I’d like to touch the subject of customer data as your next best ally when it comes to moving your business forward. The key to making this strategy succeed lies with customer service – more specifically, Customer Experience. Learn that communication with customers have won them over call scripts each time someone asks for help. These customers want to feel that you care about their requests and that they’re treated as individuals; not some bunch of numbers on your list. No matter how big or small they may be spending on your products or services, it’s their experience with your brand that makes a lasting impression. So, why are we still failing in the art of conversation?
Customer Experience for the Uninitiated
You can find lots of definition about it. Customer experience is defined as the sum of all experiences a customer has with a supplier of goods and services, over the duration of their relationship with that supplier (Wikipedia). The challenge is how to meet customers’ expectations to make sure that they will have a positive experience with your brand. For this, businesses support it with their sales, marketing and customer service departments to make sure that customer issues are resolved at every touch point. This is why we see customer loyalty programs that turn into a valuable resource of customer intelligence, of knowing what to improve to adapt your offer to their preferences. Still, there is this huge gap in providing a seamless service and plotting customer’s intent to purchase. That’s where things start to get complex. How do you deal?
A Fatal Attraction With Numbers
I can’t believe that there are still those who are running call centers on call scripts – because they’re missing out on opportunities to do more business with their customers. This is the age of dialogue and it amazes me how many companies are getting it wrong. Even the C-suite don’t get the reasoning behind a poor customer experience. With all the training that management can provide about delivering that Wow! factor in customer experience – the message don’t match the intent. We still see products that are too complicated, fine print that leaves people scratching their heads, promotions that don’t match reality, rude customer service. All those metrics we measure on customer satisfaction have made us obsessed with numbers and the more we do, the less we feel respect for the very blood where our business thrives. Those analytics are working against our capacity for empathy.
The Price of Efficiency
Standardization of processes are done to minimize waste and maximize efficiency, no doubt. While this may work in the production line, with computers and machines replacing the human assembly line – the same principle may bite you in the hand if you implement it in your front line. To provide your customers with consistent, compelling experiences is a huge task. It’s not just about responding quickly to customer requests that will win them over, but it’s also about making each customer interaction highly personalized. It’s leading from bottom to the top which will define your brand’s value and profitability.
Next time, I will share with you essential lessons to learn when it comes to delivering top-notch customer experience.
For now, I’d say.. “Ditch that Script!”
-End of Part One-