How to ensure effortless service

In the last of a series on customer services, today i”l outline four things you CAN do to reduce the effort needed for customers to enage with you.

I think I’ve made the case that its reducing dissatisfaction that drives better performance than providing more WOW moments to increase satisfaction.

In a customer care situation, whether it’s on the phone or through self-service options, some of the key problems that affect the customer’s ability to quickly resolve problems include:

  • Repeat contacts (issues not solved first time)
  • Channel switching (phone, to website, mobile to laptop, phone to personal contact)
  • Transfers (to a more qualified person, to a supervisor)
  • Repeating information (didn’t get it, didn’t get it right, new person, no access to your file)
  • Generic service (person, robot, chatbot)
  • Policies and processes customers have to endure (maybe good for the company but not for us)

Research found that customers who faced low effort getting problems resolved were 94% more likely to repurchase and 88% more likely to increase spend.… Read more

Understanding resistance to influence others

A key skill relevant to leaders at all levels is the ability to positively influence people in such a way that others follow you and act willingly —as opposed to complying because of the “authority” you hold from the organisation.

Other corporate roles, such as in finance, in marketing in HR in communications, are built primarily around the ability to influence others without direct responsibility.… Read more

To influence, take people on a journey.

I’m working more and more on assisting companies improve their skills of persuasion, inside their organisations.

This is definitely a key skill relevant to leaders at all levels. the ability to positively influence people in such a way that others follow you and act willingly —as opposed to complying because of the “authority” you hold from the organisation- is more and more sought after. … Read more

What a CEO needs to know about customers- from touch points to journeys

As a practitioner, manager, and board director, and as a widely read observer, i can say clearly that Companies which create exceptional customer experiences can set themselves apart from their competitors and produce significantly better business results.

The practice of mapping the journey of our customers, is well established, but typically these elements have been treated distinctly- a piece of point of sale, a price, a sponsorship, and while there is typically oversight from a brand perspective to ensure there is fit with the brand, there is often little co-ordination from a customers perspective to ensure these touch points align to create a co-ordinated and self-reinforcing customer journey,

thats why I’d like to discuss moving from discussing elements of a marketing plan to the overall perception of the plan from a customers perspective.… Read more

Learning to surf the digital tsunami

In the digital world, your consumers can’t help but shop around.

Regrettable, but true… loyalty is down, but not out.

The past few years have seen exponential growth in tools that have made researching and purchasing products online vastly easier. We’ve seen an explosion of mobile shopping apps that showcase options, simplify pricing, compare product specifications, and facilitate peer reviews that make switching brands easier.… Read more