The	  Importance	  of	  Positive	  Customer	  Service	  Experiences	         Author:	  Mitch	  Lieberman	      ...
empowerment.	  Not	   only	   do	   companies	   need	   to	   learn	   how	   to	   interact	   well	   with	   customers...
About	  Sword	  Ciboodle	  	  Sword	  Ciboodle	  is	  an	  award	  winning,	  multi-­‐channel	  customer	  engagement	  pl...
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Importance of positive customer experiences

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Customer experience is made up of the sum of interactions and touch points with all the people, products and services a company provides to or for them. Customer service experience is a subset of the overall customer experience. Specifically, a customer service experience is the sum of the interactions between you and your customers when they are trying to communicate with or to you, often regarding something that has gone awry. Customers of all types (not just social customers) are emotional and tend to rate experiences based upon the expectations set (either specifically, or ones we set in our mind) – yes, they are often shared. The simple question is: “Is your business organized in such a way to accelerate your company’s ability to deliver a service experience, which meets or better, exceeds customer expectations?”

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Importance of positive customer experiences

  1. 1.     The  Importance  of  Positive  Customer  Service  Experiences   Author:  Mitch  Lieberman   th May  18  2011   Customer   experience   is   made   up   of   the   sum   of   interactions   and   touch   points   with   all   the   people,   products   and   services   a   company   provides   to   or   for   them.   Customer   service   experience  is  a  subset  of  the  overall  customer   experience.   Specifically,   a   customer   service   experience   is   the   sum   of   the   interactions   between   you   and   your   customers   when   they   are   trying   to   communicate   with   or   to   you,   often   regarding   something   that   has   gone   awry.     Customers   of   all   types   (not   just   social   customers)   are   emotional   and   tend   to   rate   experiences   based   upon   the   expectations   set   (either   specifically,   or   ones   we   set   in   our   mind)   –   yes,   they   are   often   shared.   The   simple   question   is:   “Is   your   business   organized  in  such  a  way  to  accelerate  your  company’s  ability  to  deliver  a  service  experience,   which  meets  or  better,  exceeds  customer  expectations?”       Every   business   has   unique   opportunities   to   create   meaningful   connections   with   their   customers  every  day.    These  connections  give  a  business  a  great  chance  increase  loyalty,  and   to   be   quite   direct,   often   lead   to   incremental   revenue.    People   like   buying   from   people   they   know.   No   matter   what   part   of   the   organization   you   are   in,   you   can   make   a   difference.   The   customer  need  not  initiate  every  interaction,  a  simple  reminder  via  email  or  SMS  for  example.   Do   you   have   in   place   the   proper   foundation   –   cultural   and   technological   -­‐   to   meet   the   demands   of   your   customers?    Many   customers   are   less   satisfied   with   contact   centers   (ie   phone  calls)   than  they   are   with   the   trendier  contact   options   (Social),   but   the   investments   are   still   towards   the   new   flashy   and   ‘cool’   applications.   Many   customers   do   still   prefer   the   phone   –   statistics   prove   it.   This   kind   of   disconnect   has   created   a   conundrum   which   is   receiving   attention  from  on-­‐high,  your  CEO.   Executives  are  taking  notice  and  have  made  it  one  of  their  business  priorities  to  get  closer  to   their   customers.    I   have   been   known   to   ask;   “what   exactly   does   ‘getting   closer’   mean?”   Executives  have  begun  to  realize  that  embarking  down  the  wrong  relationship-­‐building  path   will   continue   to   critically   hurt   their   overall   business   strategy.    Leaders   are   now   facing   a   decision:   continue   to   let   customers   down   through   inadequate   capabilities   or   embark   on   a   journey  to  evolve  their  customer  service  experience.    Companies  cannot  do  this  alone,  a  new   vision  and  a  framework  for  support  has  become  paramount.         To   succeed   with   all   customers,   social   and   more   traditional,   companies   need   to   create   and   maintain   consistency   of   experience  across   all   channels.   A   complete   interaction   experience   goes  well  beyond  just  listening  to  your  customer.  It  branches  out  to  action,  enablement  and  
  2. 2. empowerment.  Not   only   do   companies   need   to   learn   how   to   interact   well   with   customers  using  all  channels;  from  the  phone  to  social  media,  they  also  need  to  ensure  experiences  for  the  customer  that  deliver  real  value  to  the  customer  in  exchange  for  time,  attention,  actions,  information,  and  anything  else  that  companies  want  from  customers.    Few  organizations  are  capable  of  providing  the  cross-­‐channel  consistency,  an  imperative  for  modern   customer   facing   organizations.   Unfortunately,   the   internal   cultures   of   companies  have   not   been   built   for   this   model.   In   order   to   achieve   success,   I   am   suggesting   that  companies   must   first   change   to   better   embrace   their   customers,   not   just   as   industry-­‐mandated   customer   service   operations.   Companies   will   need   to   enable   and   empower  employees   to   act   as   customer   advocates   who   help   customers   successfully   do   the   jobs   they  need  to  do  with  the  company’s  services  or  products.  The  company’s  view  of  and  objectives  for  customer   service   will   need   to   change   to   provide   very   different   kinds   of   training   and  guidelines  to  allow  customer  service  staff  to  work  creatively,  cross-­‐channel  with  customers.  During  the  past  month,  we  explored  the  above  from  many  different  perspectives  in  the  form  of  a  white  paper.  It  was  a  lot  of  fun  to  write,  which  we  did  in  collaboration  with  Julie  Hunt.    Some  the  key  questions  addressed  are:     • Are  you  able  to  meet  the  needs  of  a  multi-­‐  and  cross-­‐channel  customer?   • Do  you  know  what  your  customers  want  from  a  ‘social’  relationship  with  you?   • How  can  you  align  processes  with  the  needs  of  your  customers?   • When  does  the  difference  between  an  Interaction  and  a  Transaction  matter?   • How  to  focus  on  what  your  customers  remember,  for  service  interactions?   • What   is   the   proper   balance   of   investment   in   ‘Social’   channels   versus   ‘Traditional’   channels?        If   you   would   like   to   receive   the   full   version   of   the   white   paper,   please   just   let   us   know.     No  registration  forms,  just  send  us  an  email.          
  3. 3. About  Sword  Ciboodle    Sword  Ciboodle  is  an  award  winning,  multi-­‐channel  customer  engagement  platform,  designed  for  the  21st  century  organization  to  meet  the  needs  of  the  21st  century  customer.  From  telephone  to  email  and  community  through  self-­‐service,  our  customer  experience  fabric  enables  you  to  create  a  consistent,  efficient  and  differentiated  service  experience.    The  customer  experience  fabric  for  many  global  brands,  Sears,  Bally  Total  Fitness,  and  Vistaprint  all  leverage  our  platform  to  construct  a  genuinely  social  and  customer  centric  business.    www.sword-­‐ciboodle.com  info@sword-­‐ciboodle.com    About  Sword  Ciboodle    Sword  Ciboodle  is  an  award  winning,  multi-­‐channel  customer  engagement  platform,  designed  for  the  21st  century  organization  to  meet  the  needs  of  the  21st  century  customer.  From  telephone  to  email  and  community  through  self-­‐service,  our  customer  experience  fabric  enables  you  to  create  a  consistent,  efficient  and  differentiated  service  experience.    The  customer  experience  fabric  for  many  global  brands,  Sears,  Bally  Total  Fitness,  and  Vistaprint  all  leverage  our  platform  to  construct  a  genuinely  social  and  customer  centric  business.  

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