Customer Engagement in a Digital World

© 2016 NetSpeed Learning Solutions. All rights reserved. 1
Customer Engagement
in a Digital World
September 27, 2016

Webinar Objectives
• Explore the expectations and values of customers
driving the need to create engaging customer
experiences
• Recognize the role that customer-care
staff play in gaining customer loyalty
• Learn more about Blazing Service™,
to help your team develop the
communication practices that
customers love

About Cynthia Clay
• 25+ years of experience
• Created Blazing Service to
develop the skills of customer
service providers
• Author of Great Webinars and
Peer Power (Wiley)

Tweet
#NSLSlive
#customerservice

Opening Poll
What motivated you to
attend this webinar
today?

Customer Engagement

Importance of the Customer
Why has the importance of the
customer risen?

Customer Experience
“By 2020, customer experience
will overtake price and product
as the key brand differentiator.”
Walker.com

Customer Experience
“62% of customer service organizations view
customer experience as a competitive
differentiator.”
Deloitte

Customer Experience Defined
https://netspeedlearning.com/contact/?p=bsp&r=customer-engagement

The Good
Of buying experiences are based on how
the customer feels they are being treated
(McKinsey)
Of positive word of mouth about your
customer experience is about someone
taking ownership of a situation (Belding)
Of consumer conversations regarding
customer experience are about PEOPLE
(Belding)

The Bad and the Ugly
Said they’ve cut ties with a brand over a
single poor customer service experience
(Parature)
Of customers switch to other brands due to
poor customer service (Accenture)
Of unhappy customers leave without
complaining (Help Scout)

Conclusions
How important is the role of
your customer-facing staff in
building customer loyalty?

Jeanne Bliss
You should “unite the organization in understanding
the key intersection points that are ‘make or break’
moments in customers’ lives and their experiences
with you.”
“10 Customer Service Trends to Watch in 2016” (Microsoft)

Your Experience
Have you ever had a “make or
break” customer experience?
Did you tell someone else
about it?
Did you post it on social
media?

Customer Experience

Listen for
“Make or
Break”
Moments

Make or Break Moments
What “make or break” moments
occurred in my snail and slug
spray experience?

The Dead Plant Story
1. Drove to store to share my
experience (closed). Made note
of store hours.
2. Drove back to the store to share
my experience.
3. Clerk told me to call during
office hours and speak to the
garden store manager, “Stan”.

4. Called Stan and left a message.
5. Stan called me back and I told
my story.
6. Stan asked for photos and said
he would share my story with
the product buyer (Biff). Warned
me I would probably only get a
product refund.

7. Took photos of all my dead
and dying plants.
8. Emailed them to Stan with
an itemized dead plant list.
Asked for a fair resolution.
9. Received no response from
Stan to my email.

10. Heard nothing for 7 weeks.
11. Emailed Stan to ask what
was going on.
12. Stan responded “I don’t
know” and copied the Biff
and the product
manufacturer (Alvin) on
his email.

13. Alvin answered “This is the
first I’ve heard of this issue.”
14. Alvin asked me what I felt was
fair.
15. Sent him my itemized plant
list: $140.
16. Alvin said his company would
mail me a check.

17. Waited 4 more weeks.
18. Received a check mailed
from the product
manufacturer for $140.

Make or Break Moments
What “make or break” moments
occurred in my snail and slug
spray experience?

Customer Loyalty

Annette Franz
Companies ought to ensure “that employees
have the tools and training they need to deliver
the experiences expected of them and are
empowered to do right by their customers.”

Customer Touch Points
What are your customers’ touch points?

Bill Quiseng
“Nobody raves about average.”

Touch Points
Which of your customer touch points exceed
your customers’ expectations?
telephone
face-to-face
email
company website
text
social media/networking
live chat

Customer Service
What’s the most important
criteria when selecting customer
service staff?

Customer Service
What must customer service staff
learn to do?

Customer Service
What should they be empowered
to do?

What is Blazing Service?
35
• A dynamic, interactive
training program
• Designed to ignite great
customer service
• Combines the best of
classroom (virtual and face-
to-face) instruction with
easy-to-use web-based
reinforcement tools
• Inspires the personal
qualities and practical skills
that make exceptional
customer service providers
© 2016 Clay & Associates Inc./NetSpeed Learning Solutions

• Includes six, two-hour classroom modules
(or six 90-minute web-based modules)
• Blended with online post-class
reinforcement and measurement tools
Blazing Service Program

1. Blazing the Service Path
2. Thinking Like Your Customer
3. Winning Customer Hearts and Minds
4. Solving Customer Problems
5. Handling the Heat
6. Fixing the Systems
Blazing Service Sessions

Blazing the Service Path
“92.4% of consumer
conversations regarding
customer experience are
about people.”
“The Science of WOW Customer Service”

“Assessing the personality
type of a customer at the
beginning of a call can
reduce repeat calls
by 40%.”
Harvard Business Review

• To introduce you to
Blazing Service.
• To help you identify and
cultivate the personal
qualities and the
practical elements that
make a great Blazing
Service provider.

“50% use a company more frequently after a
positive customer experience.”
Thinking Like Your Customer
Source: New Voice

To help you develop and maintain
customer loyalty to your organization.
Thinking Like Your Customer

Winning Customer Hearts and Minds
“In 82% of negative customer service stories,
employees were perceived as not caring.”
“The Science of WOW Customer Service”

• To empathize with customers
• To see their wants and needs through
their eyes
To develop your ability:
Winning Customer Hearts and Minds

Solving Customer Problems
“72% blame their bad customer service experience on
having to explain their problem to multiple people.”
Source: Harvard Business Review

Solving Customer Problems
To develop the skills to “own” customer problems
and resolve customer issues.

35% of customers have lost
their temper when talking to
customer service.
Handling the Heat
Source: American Express

To help you defuse eruptions
— angry customers — and
transform the Smoldering
Service Experience into the
Blazing Service Experience.
Handling the Heat

“60% of consumers have higher expectations
for customer service now than they did just
one year ago.”
Fixing the Systems
Source: 2015 Global State of Multichannel
Customer Service Report

To help you communicate concerns constructively
and recommend system improvements effectively.
Fixing the Systems

• Delivered by certified internal trainers
• Train your assigned internal administrator(s) to
track usage and scores of participants using the
Blazing Service Administrator web-based
reporting tool.
51
Implementation

Easy to use web-based tools:
Blazing Service E-zine™
Blazing Service At Work™
Blazing Coach™
Blazing Service Administrator™
Built-in Level II and
Level III assessment tools
Online Reinforcement

Insights and Actions
What is one insight you’ve had or one action you
intend to take as a result of this webinar?

Complete the Survey
• Download the Blazing Service Resource Kit.
• Request a preview of Blazing Service
• Take advantage of the Year End Promotion:
15% off programs purchased by 12/15/2016*.
* Minimum purchase = $25,000 before discount.

Jeff Bezos
“We see our customers as invited guests to a
party, and we are the hosts. It’s our job every
day to make every important aspect of the
customer experience a little bit better.”

Customer Engagement in a Digital World

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Editor's Notes