Customer Service and Customer Experience: Hundreds of people gathered at the annual Empower CX event where customer experience (CX) strategy and technological advancement were discussed. In summary, it was unanimously agreed that the following three things must be considered top priority:
1) Familiarize yourself with customers
Joey Coleman, keynote speaker in the event, quoted Dale Carnegie who once said: “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”
Coleman added that many companies nowadays came to refer to their customers as members of the family but the fact was they did not know their customers well enough. His advice to both marketers and sales staff was for them to familiarize themselves with customers which could be done by asking questions such as: Are they married with family? Do they have children and what are their hobbies?
Knowing the answers to these questions enables you to know instantly who your prospective customers are and, in turn, come up with individualized campaign and personalized marketing.
2) Make your staff believe they are a part of the team
Karen McCullough, branding expert, says that the difference in generation understanding among the staff is pivotal as it is the key to their workplace satisfaction which also bears on customer experience.
Millennials, also known as Gen Y, like new challenges such as trying to play new roles or alternately getting involved in new activities as these make them feel enthusiastic about new things while shaking their heads in objection to rules and regulations that they consider too stringent. If you have to work with this group of people, you would need to create a relaxing, friendly and comfortable work environment conducive to freedom at work. Absolutely not to be ignored is swift feedback as Millennials hate waiting and obscurity. Thus, every work instruction should be accompanied by information about the expected positive outcome for they are known to work with utmost dedication once they realize how important it is.
On the other hand, if they are entrusted with unsuitable tasks, it is possible that the outcome could be negative, which means bad customer experience and an adverse effect on your brand as well as the organization as a whole.
Remember that employees in any organization must
- feel connected through easy access and a sense of belonging;
- feel protected through safety and being well cared for and protected; and
- feel respected and honored
3) Chatbot plays a bigger role but cannot completely replace humans
Three years after Facebook’s CEO, Mark Zuckerberg, announced the plan to deploy a chatbot app to Facebook Messenger, many companies have invested heavily in using cutting edge chatbots as customer assistants. One of them is Sephora chatbot that not only can effectively interact with customers but also allows them to conduct cosmetics tests via smart phones.
Isabella Mongalo, director of digital care strategy at TSC Americas, announced that their chatbots are presently in the third generation where bots are self-learning without having to rely on humans’ interference.
It must be noted, however, that bots must be able to provide positive customer experience while benefiting customers as well as the organization using knowledge obtained.
Be that as it may, we still must not overlook the human work force. Remember that no matter how efficient these bots are they can meet our needs in the functional aspect only while positive customer experience must also entail the emotional aspect. This is where bots cannot replace humans. Therefore, employees are to be trained so as to be able to emotionally connect with customers and use the skill in providing customer services. This can definitely promote customer brand loyalty.
Compiled by BLOG.SCGLogistics
References and photos forbes.com, intercom.com, comidor.com, yourpromoholiday.com, PYMNTS.com