Amazing Business Radio: Chris Bauserman

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The Emotional Customer Experience

Understanding the Emotion Behind the Experience Economy

Shep Hyken interviews Chris Bauserman. They discuss how emotions and personalization play a large role in the customer service and experience of today, and how we can use data analytics to harness that knowledge for improvement.

The Interview with Chris Bauserman:
  • The experience economy has changed dramatically over time. Today, who we choose to do business with has much more to do with emotion than with products, technology, or even price point. The companies that differentiate themselves through their service are the ones that stand out and succeed.
  • What is the difference between customer service and customer experience? Customer service is part of the customer experience. Bad service can cause a customer to walk out on you and your company, but it’s not the only factor anymore. You must ensure as much as you can that the customer’s entire journey with you is a positive one.
  • A customer may begin their journey with you in a variety of different ways. What matters most to them, in the end, is that you know them, have their best interests at heart, and resolve their issue quickly.
  • There is a difference between multichannel and omnichannel. They both allow customers the choice of how they want to connect with you, but omnichannel allows for a seamless connection between platforms, which is a crucial element in creating a frictionless, convenient experience. The most important thing is making yourself available to customers on their terms.
  • 91% percent of consumers desire a frictionless, convenient experience, but less than a quarter of business focus on or provide that for their customers. This huge disconnect needs to be addressed. Design your customer journey in a way that is truly customer-centric.
  • Be proactive as much as you can. It’s important to provide a fast and easy resolution to a problem, but it’s even better if you can avoid that problem altogether before it becomes an issue or the customer becomes aware of it.
  • Contact centers are a wealth of information. AI and data analytics can help you measure and understand the emotions of the customers and employees to identify the root of common problems. From there, you can make changes and improve, creating a better experience for everyone involved.
Quotes:



“Move to a digital-first mentality. Make it easy for customers to reach you and for agents to do a great job serving them digitally.” – Chris Bauserman

“Your customer experience is your product.” – Chris Bauserman

“It’s not just the product you offer; it’s how you make your customers feel.” – Chris Bauserman

About:

Chris Bauserman is the VP of Product and Segment Marketing at NICE InContact. He has over 20 years of experience helping companies improve their customer service.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.



This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. What is the experience economy?
  2. What is the difference between customer service and customer experience?
  3. What do “omnichannel” and “multichannel” mean?
  4. What is the difference between omnichannel and multichannel?
  5. How can I use AI and data analytics to improve my customer service?
  6. How can I be proactive in my customer service?

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