I’ve been talking about Natalie Petouhoff from Forrester Research and customer care rock star Frank Eliason of Comcast throughout this chapter. So rather than talk just about them,I set it up so you can talk with them. First we’re going to listen to Natalie to see what she has to say about customer service best practices and then we’ll hear Frank on the same thing.
Mini-Conversation with Natalie Petouhoff
Dr.Natalie Petouhoff,Senior Analyst,Forrester Research
I’ve known Dr. Nat for several years and am always amazed at her knowledge and articulate expression of that knowledge. She is able to stay ahead of trends in her work at Forrester and was one of the first analysts to see the value of social media and community in customer service. She focuses on the quality of the customer experience and the effect that has on brand equity,revenue,and profits.
Prior to Forrester, she spent years in management consulting and at systems integration firms,including Hitachi Consulting,PricewaterhouseCoopers,and BenchmarkPortal as well as working at GE,GM,and Hughes Electronics. She has been on network television and radio espousing her innovative ideas for customer service and is no slouch at writing,having written articles in many industry publications and co-authored four books,including Reinventing Your Contact Center: A Manager’s Guide to Successful Multi-Channel CRM and Customer Relationship Management: The Bottom Line to Optimizing Your ROI.
Talking to Your Customers Is Ruining Your Business
Forrester Research surveyed nearly 5,000 consumers. While 45 percent still want to talk to a customer service agent,55 percent are disillusioned and disappointed—at least enough to take their business elsewhere. Self-service rated worse. And because self-service channel interactions are so dismal at helping customers complete their goal,customers often pick up the phone expecting the agent to make up for the poor self-service experience. Angry customers are generally difficult and lead to agent frustration,stress,and attrition.
To determine why the experiences were so poor, Forrester also surveyed business and IT leaders. Fifty-seven percent of the companies reported that their adoption of customer service best practices was poor/below average. This flies in the face of the fact that Forrester Research also shows companies that provide better consumer experiences are more financially successful. So why don’t more executives understand how not adopting customer service best practices is risking their company’s bottom line? And what can they do about it?
Conversely,empowered agents can become brand ambassadors. Spend some time and train agents on the impact their attitude has on customers. Show them how one bad experience can cause bad word of mouth and be detrimental to the company’s brand—and how poor experiences lead to customers going elsewhere. Agents will begin to understand that without customers,agents won’t have a job. Impress on them the value they provide to the company,the brand,and to creating lifetime customers. Then support them with organizational structures,processes, and technology best practices required to create great customer service experiences. Make “once and done” an actuality,not a slogan.
From a customer-centric point of view,providing contact centers with the right people,processes,and technology is critical for great customer experiences and avoiding unnecessary frustration for both agents and customers. And from a company-centric view, adapting customer service best practices (both agent and self-service) will not only increase “first contact resolution,”a major driver of customer loyalty and repurchase probability,but also provide the foundation for customer experiences that generate higher revenue and profits.
Thanks,Dr.Nat.Frank,it’s your turn.
Frank Eliason is an innovator when it comes to customer service. The resulting effect was viral and buzzworthy. But this guy doesn’t let it go to his head. As director of Digital Care at Comcast, he is constantly looking for ways to continue the innovations he started. He’s not into the glory, but he is into his customers. Comcast (and we) are lucky to have him at the Digital Care helm.
Mini-Conversation with Frank Eliason: Customer Service 3.0
As we all know,customers are talking. This is nothing new,but since the start of customer reviews on place like Amazon,customers have gained a much larger voice. This continues to grow with places like Facebook,Twitter,and many others. Companies have long debated the best approach. At first marketers decided that they wanted to go out and sell to the community. Judging on click-through rates for ads,especially on websites like Facebook,this was not a strong approach. Next up on the hit parade was PR. What was missing from both of these approaches was a two-way dialogue. Customers did not want to be told a position or sold-what they really want is an opportunity to have a conversation. This brings us to Customer Service 3.0. Although I must say calling something 3.0 feels so ’90s at this point. It is really the natural progression of customer service.
Customer service done publicly on the Web is no different from how customer service professionals coach how to handle calls,chat,or e-mail. The first step is hiring the right people for the positions. I always have found that passionate people make for the best customer service representatives. You know the type: if you’re a manager they are coming to your desk regularly because they disagree with a policy or procedure that has a negative impact for the customer. I know they can be tough to manage,but they are always striving to do what is right and customers love them for it. It is also easier to coach as to why the policy is in place than to coach about when people should have brought concerns to your attention. The next step is to define your goals within the space. Our goals were easy: listen and learn from our customers,and offer assistance when possible. It was really an effort to meet the customer where they already are. Since starting this initiative we have learned a lot. Here are a few things that may help:
An effort to meet your customers where they already are does take planning,knowledge,and the ability to get things done. It is also important to partner with many areas of the organization,including PR and marketing. We actually define the roles for PR and service. PR handles corporate positioning and press-related blogs. My team handles customer-specific related concerns. Social media engagement can be a very rewarding space for companies,but it is important to plan and do it right. People that represent your company need to have access to different parts of the company to resolve concerns in a timely manner and share feedback. As we look through the historical aspect of service,it all started with in-person service and through the years we added in mail,phones,e-mail,and chat. And now the next evolution is the social media frontier.
One last thing. There is one thing that customer service isn’t. Maybe you remember the Twilight Zone episode about aliens who come to Earth in peace and start to set up tourism to their planet. The Earthlings who go there send back postcards on how wonderful it is on the aliens’ world and how everyone should come visit.
One day, one of the aliens drops a book that those who can translate the alien lingo find out is titled How to Serve Man. You’d think that it was a wonderful guide on Earthling treatment and customer service,wouldn’t you?
It wasn’t. It was a cookbook.Okay. Let’s get cooking, in a much nicer way, and get on to the next chapter.
Customer Relationship Management Related Tutorials
|Principles of service marketing management Tutorial||SAP Cloud for Customer (C4C) Tutorial|
Customer Relationship Management Related Interview Questions
|Customer Relationship Management Interview Questions||Principles of service marketing management Interview Questions|
|Customer Care Interview Questions||Customer Service Professional Interview Questions|
|Business process outsourcing (BPO) Interview Questions||SAP Cloud for Customer (C4C) Interview Questions|
Customer Relationship Management Related Practice Tests
|Customer Relationship Management Practice Tests||Principles of service marketing management Practice Tests|
|Customer Care Practice Tests||Business process outsourcing (BPO) Practice Tests|
Customer Relationship Management Tutorial
Omg! Your Customer Really Is Your Bff!
Crm,cmr,vrm Or . . . Who Cares?
The Customer Owns The Experience
Enterprise 2.0:not Exactly What You Think
A Company Like Me:new Business
Do You Have The Ring? Tools For Customer Engagement
Love Your Customers Publicly: Blogs And Podcasts
Wikis Are A Weird Name For Collaboration, N’est Çe Pas?
Social Networks, User Communities: Who Loves Ya, Baby?
Movin’ And Groovin’: The Use Of Mobile Devices
The Collaborative Value Chain
Sales And Marketing: The Customer Is The Right Subject
Customer Service Is Our Name—and Our Game
The Difference:crm,the Public Sector,and Politics
Soa For Poets
At Home Or In The Clouds-and In Open Spaces Between
Big Picture,big Strategies
Mapping The Customer Experience
Process And Data Go Together Like…crm Operations
Value Given,value Received
When You Buy The Application,you Buy The Vendor,though You Don't Implement Him
Waving To The Future
All rights reserved © 2018 Wisdom IT Services India Pvt. Ltd
Wisdomjobs.com is one of the best job search sites in India.