Add another layer to your #Business literacy. We at Serebral360° would love to know if the Forbes – Entrepreneurs article was helpful, leave a comment, like and share. Let’s dive in and discuss the information and put it to use to grow your business. #BusinessStrategy #ContentMarketing #WebDevelopment #BrandStrategy
Info@serebral360.com 762.333.1807 www.serebral360.com
Grap a copy of our NEW Business Stratgety Books #FFSS VOL1 and #FFSS VOL2
The quality of customer experience is the basis of successful and repeat business. Gartner’s Customer Experience Survey called CX “the new marketing battlefront.” The survey also revealed that 81% of marketers expect CX to be the main area of competition between businesses in 2019.
As an engineer and co-founder of a company that uses artificial intelligence (AI) to streamline both customer experience and company success, I’d like to dive into how you become more obsessed, empathetic and proactive to make your CX a competitive advantage.
Obsession, in this case, is a positive motivator. Having CX front of mind inspires innovations that serve every area of your business. As the needs and preferences of your customers change, you must also change.
Part of being obsessed with customer experience is continually assessing how your processes are meeting customer needs and, even better, predicting them. Be obsessed with identifying customer pain points. It will help you reduce the company pain point of customer churn.
The Peter Drucker quote, “What gets measured, gets managed,” is timeworn, but it inspires the question of when to measure. Currently, most customer service quality measurement happens after the engagement ends. By that time, you may have already lost a customer or an opportunity to upsell. That’s a major drawback in contact center quality control and review.
Analytics are only useful when they are applied to continually improve service. To evolve as a business, you must be willing to disrupt your own status quo and be a part of the wave of change rather than behind it.
Be empathetic to your customers.
Customer experience is about how a person feels about a company, and empathy has a lot to do with that. I will give you an example. Recently we celebrated my son’s eighth birthday. I wanted to give him a special gift he could use outdoors, so he wouldn’t just play Minecraft all the time. In Los Angeles, you can’t walk a block without seeing an electric scooter. He was fascinated by them, but because of age restrictions, he couldn’t rent one.
I decided to buy him his own entry-level scooter. I’ll admit that as a startup founder, I’m always occupied with a lot of work. Then I find myself buying presents at the last minute. Online scooters were either out of stock or would take five to seven days to arrive. That was too late and I was not ready to disappoint my son.
I got on a live chat with a customer service agent for the largest online U.S. retailer. The friendly agent not only found me the perfect scooter but arranged for delivery within two days — something that was not available online. They helped me make my son happy. Would I use this retailer again? Definitely.
Listening, as this agent did, is the first step toward being empathetic to your customer. Ask targeted questions that help you understand their journey. Take action and, whenever possible, offer personalized solutions that show you listened to them, understood them and value them.
Be empathetic to your agents.
Empathy is powerful on both sides of the interaction. I’ve learned that you can spend a fortune training your agents, but you can’t control their emotions during a customer interaction. It is important to define not just customer pain points, but agent pain points, too.
Intense pressure from management and ever-increasing expectations from your customers make agents exhausted and stressed. This is what inspired me to develop a tool that empathetically supports agents during an interaction so they can provide an empathetic customer experience.
Above all, hire happy people and keep them happy. Train them well and use positive reinforcement to build in them a strong sense of purpose, pride and belief in the value of excellent service. Quality tools, training, rewards and a supportive environment show your agents that you value them as you value your customers.
Engagement analytics that define what can make your agents’ jobs easier enables them to make your customer experience better. Your agents engage with your customer base directly and are one of your best sources of data. Listening to your agents is both empathetic and proactive if you act upon that data.
The policy of “the customer is always right” doesn’t extend to agent harassment. As a leader, you need to know when to stand up for your agents and when to reassign the customer or directly intervene. When you handle such a situation in a timely manner, before the agent’s morale is shot, you have the potential to save your business relationship with both agent and customer.
If you aren’t obsessed with your customer, your competitor will be. Know what it takes to not only meet current customer needs but to exceed them and regularly raise your standards. CX is key to the success of your business. Customer obsession is in play at every touch point.
A company that is obsessed, empathetic and proactive, by definition, is going to be resilient to market changes by being ahead of market demands. Create an ethos of CX that will guide you as a leader to think outside of the box and fuel your innovation.
July 8, 2019 at 08:34AM
Forbes – Entrepreneurs