Category Archives: Customer Service

Understanding Current and Future Customer Experience Expectations

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From my associate, Janice Giannini.

Once upon a time, many companies viewed technology, or what they called IT, as an expense. In addition, many of them also considered call centers or customer contact centers similarly.

Then, the world changed. Technology is no longer viewed only as an expense; it is a business growth driver and competitive discriminator. It is viewed as an investment in a sustainable business’s future.

Similarly to technology, call centers, customer service representatives, and the fullness of the customer experience are no longer just expenses; they are critical investments for future growth.

Customers’ expectations have changed and continue to evolve. McKinsey’s article “Hyperpersonalized Care and “Care of One” hypothesized that personalized care/experience requires realigned attitudes and investments in technology, processes, and mindsets.

What might that look like? McKinsey summaries it as:

  • White-glove customer service for all shifting from reactive to proactive control of the customer experience.
  • One company, one voice, so there is consistency and transparency across all interactions to facilitate a seamless experience for the customer.
  • Workstation of the future using advanced analytics tools to detect customer sentiment and emotions, enabling customer contact personnel to focus on listening and responding to the individual’s needs.
  • Contact centers are becoming the future talent factory. The voice of the customer increasingly drives strategy and operations. Consequently, hiring people with the right attributes and coaching customer service representatives becomes a highly valued feeder of long-term talent for the company.

While most companies today may speak to the need for a holistic customer experience, industries have yet to arrive. When customers call a support center, they want to feel heard and respected, with their problems solved correctly and quickly on the first call so that they can move on with their lives.

To accomplish this seamless experience, understanding where your company stands with the needed technology, processes, and mindsets is critical. The challenge for all is finding the optimal way to realign the three (technology, processes, and mindsets) with the minimum disruption for current customers.

Based on your business sector and competition, some companies may have more time to realign than others. Caution, however, as newcomers to the market space have fewer barriers to overtake a legacy company.

Do A.I. Customer Services Apps Provide Better and Quicker Service Than Real People?

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From my associate, Grant Tate.

ChatGPT provided a framework for this article.

‍Imagine you’re at a crowded party. In one corner, there’s a robot bartender serving drinks with precise efficiency, never spilling a drop. In another corner, there’s a human bartender, juggling orders, chatting with guests, occasionally spilling a drink, and sometimes forgetting who ordered the mojito. This scenario is a bit like the world of customer service today, where AI customer service apps and human representatives coexist, each with their unique strengths and quirks.

‍‍The Marvel of A.I.: Speed and Precision

A.I. customer service apps have become the go-to bartenders for many companies. Why? Because they are quick, precise, and available 24/7. Imagine my recent experience with an app on Substack. I had a dilemma, and this A.I.-powered assistant jumped to my aid in seconds. No waiting in line, no listening to “on-hold” music that makes you question your life choices. It was like having a personal assistant who knows everything and never takes a coffee break.

‍A.I. excels in handling routine inquiries. Need to reset your password? A.I.’s got you covered. Want to know your account balance? Easy-peasy. These apps can pull up information and solve problems faster than you can say “customer support.” They are programmed to understand natural language, making interactions feel almost human. Plus, they don’t get tired, don’t need lunch breaks, and certainly don’t get frustrated if you ask the same question twice.

‍The Human Touch: Empathy and Adaptability

But what about those situations that aren’t so routine? Yesterday, I found myself needing help from another company. The A.I. was nowhere to be found, so I turned to a human customer rep. The wait felt like an eternity as the rep consulted with managers and associates. Frustrating? Yes. But there’s another side to this story.

‍Humans bring something to the table that A.I. currently can’t: empathy and adaptability. If your issue is complex or emotionally charged, a human can navigate the nuances better than any algorithm. A human rep can offer a heartfelt apology, understand your frustration, and adjust their approach based on your tone and mood. They can think outside the script, offering creative solutions to unique problems.

‍The Perfect Blend: A.I. and Human Collaboration

So, who wins in the battle of A.I. vs. human customer service? The truth is, it’s not a competition. It’s about collaboration. A.I. can handle straightforward, repetitive tasks, freeing up human reps to tackle more complex issues that require a personal touch. Think of it as a dynamic duo: the robot bartender serving up quick, accurate drinks, while the human bartender mingles, listens,.and creates a memorable experience.

‍Companies are increasingly adopting a hybrid approach, leveraging the strengths of both A.I. and human representatives. A.I. can handle the initial contact, resolve simple queries, and gather information. If the issue requires deeper understanding or a more personal touch, it seamlessly hands over to a human colleague. This ensures that customers get the best of both worlds: speed and empathy, efficiency and creativity.

‍The Future of Customer Service

As A.I. technology continues to evolve, the line between human and machine interactions will blur even further. We might see A.I. that can mimic empathy more convincingly, or human reps who are even more tech-savvy, using A.I. tools to enhance their capabilities. The key is to harness the strengths of both, creating a customer service experience that’s not just quick and efficient, but also warm and understanding.

‍In the end, whether it’s a robot or a human helping you, the goal remains the same: to make you feel valued and supported. So next time you’re at that metaphorical party, enjoy your perfectly mixed drink from the robot bartender, don’t forget to have a chat with the human bartender, too. After all, it’s the combination that makes the party truly memorable.

The Power of Walking in Your Customer’s Shoes

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From my associate Grant Tate. 

“Meet us in the parking lot,” they said. “How about 10 o’clock? ”These were among my first clients: a fellow who owned a large summer camp for kids and his friend, an investor from the Washington, DC area. They had just purchased a local golf course that needed a radical transformation. Its maintenance was terrible, and customers had been fleeing.

The fellows were waiting when I pulled up. Eight or nine other cars were scattered around in the parking lot, probably occupying about a tenth of the available places. If this clear, sunny spring day is a good example, these guys have a long way to go. I didn’t know about golf courses, had never played a round, and knew nothing about driving, putting, or choosing the right club. But my job as a consultant was to ask the right questions, help these owners set clear objectives, and lay out a plan for success, success as they defined it.

‍After exchanging introductions and pleasantries, Chuck, the camp owner, said, “We think the place has great potential. There’s another golf course in the county, but it caters mostly to members of the gated community. We want to serve the general public.”

‍“Yes, we’ve done the demographics, and there are a lot of potential clients in the five-county area,” added Marty, the investor.

“It’s good that you’ve done the demographics,” I said. “Let’s think about those people. What do they want? How do we make their experience easy and memorable? As a starting point, live a golfer’s experience by following the path of a typical customer and…imagine that person is Bob.”

‍“OK,” Chuck and Marty agreed.

‍“First, when Bob drives up, parks, and gets out of his car, what does he see? What questions would he have?”

‍“Does this place look inviting?” said Marty. “Yeah,” said Chuck.“We have horrible landscaping.”

“OK, we’ll make a note of that.” I moved on. “From here, we can see two walkways leading to doors. One door says, ‘Snack Bar,’ and the other has no label. Where does that lead?”

“My god, that leads to the front desk and the golf shop,” Chuck said. “I never even thought of that. A new customer would not know where to go.”

“So, that’s Bob’s first stop? I asked.

“Unless he’s really hungry,” laughed Marty.

‍We went step by step through Bob’s whole experience, from entering the place, signing up for a round, renting a cart, and teeing off, proceeding hole by hole. We asked ourselves questions along the way, took good notes on observations, and needed changes.

‍After walking the course, we went to the snack bar, reviewed the menu, ordered some refreshments, and discussed our notes. The whole process took about two hours.

‍“How do you feel about this experience?” I asked.

“Frustrated but enlightened,” said Chuck. “We’ve learned so much.”

Marty chimed in, “Yes, but from this, we can lay out our priorities and make a plan to turn this golf course into something special—something that golfers can come to love. And, you know what, this gives us a good foundation for a new advertising and promotional campaign.”

‍“OK. Let’s meet again next week and talk about your plan,” I suggested.

This experience showed me the power of putting customer experience at the top of a business’s transformation priorities. I’ll never forget the expressions on Chuck and Marty’s faces as they discovered new and important details of their potential customers’ experiences.

‍So, live your customers’ experiences. You may be surprised at what you learn.

Why Is Fostering Excellent Customer Service So Challenging

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From my associate Janice Gianinni.

The most succinct description of customer experience is everything related to your business that impacts a person’s feelings and perceptions about your business. Every interaction matters, regardless of how brief, and it is independent of making a purchase.

So, let’s start with a simple question: when did you last call your customer support line anonymously? Or reach out to purchase your products/services anonymously? In this context, anonymously means you do not identify as a company employee or leader.

  • How did that experience strike you? Did you feel valued and respected? Or like a nuisance and unwanted interruption?
  • If you were a fly on the wall, witnessing that experience as a company leader, would you feel proud or embarrassed or someplace in between?
  • Was your concern/question adequately addressed? Did they give you an escalation path to address your concern if not?

 

Customers’ feelings when things go right affect their perceptions. Their perceptions are significantly impacted by how they feel when a problem needs resolving. In addition, emotions drive at least 80% to 90% of buying decisions using logic to justify that choice. Based on your experience above, would you want to do business with you? In all fairness, you should implement this exercise multiple times to get a broader perspective.

I hope that the answer is yes. But do you know the reasons? I encourage you to invest in a deeper understanding of your reaction to the above.

  • Do you know what experience you and your customers honestly want? And how can you get in touch with that emotionally? I understand that for many business leaders, it’s about rational thought and dollars and cents. We don’t discuss emotions. But then again, emotions drive revenue and profit.
  • Are you focused on what you think they want or potentially too focused on short-term profit?
  • Are you sufficiently flexible in recognizing that customers’ wants differ based on the product/service and their current heart-mind space? If you implemented the exercise above a day a month for six months, would you always be in the same space?
  • A potential customer’s first point of contact with your company/brand is critical. Are you investing appropriately in these contacts? Particularly in the people? Successful businesses are not only about people; it’s about follow-through.
  • Lastly, are you wording your customer satisfaction surveys to get the answers that “you think you want” or to learn what is happening? For example, when was the last time you filled out a customer survey, and there needed to be a way to share the feedback you wanted to share?

 

Why is Customer Experience so challenging? Because it’s the people! People are emotional, behave inconsistently based on heart-mind space at the moment, and their needs change over time. Any business’s risk-reward equation concerns more than the technical, operational, financial, sales, supply chain, and marketing challenges. The risk-reward equation needs to incorporate the inconsistency of humans in a highly connected world. That balance will shift ever more frequently as we move to the future. If your customers’ experiences are not meeting your desired outcome, you may want to re-evaluate and re-align your foundational embedded assumptions about peoples’ wants and needs.