Amazing Business Radio: Sam Lessin

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Measuring the Customer Journey to Meet New Expectations

Customer Service Drives Value

Measuring the Customer Journey to Meet New Expectations

Shep Hyken interviews Sam Lessin of Fin Analytics. They discuss the changing needs and expectations of customers, and how to keep customer service simple while delivering satisfaction.

The Interview with Sam Lessin:
  • The world is becoming more customer-centric, but not every company is keeping up. There must be more training and coaching present within contact centers and customer-facing roles.
  • Measurement is everything. You can only change what you measure. You must measure and collect data across multiple areas of your business so you can understand which moments in the customer journey need review and repair.
  • Executives are in danger of being too far removed from their customers’ journey. Data can help bridge this gap. The right data can help executives make the best decisions about how to create healthier relationships, improve workflow, and create better customer service.
  • Consumers’ expectations of companies they do business with have never been higher, especially when it comes to communication and availability. Customers now expect companies to be as easy to reach as their friends are.
  • Social customer care involves customers communicating with companies through social media channels. Companies need to be aware of the increased visibility that comes with these territories; it can be good, but it can also be a huge liability.
  • Technology, systems, and processes will continue changing and getting more complicated. Keep it simple by remembering that it’s really about serving people well. Customers just want their questions answered and their problems solved quickly and easily; this has remained constant and will not change.
  • Understand the lifetime value (LTV) of your customers and examine how customer service impacts it. Focus on this aspect more than any others.
  • Customer service is not a separate department or something that only happens in contact centers. It is present throughout the entire customer journey. It drives value for your organization just as much as—if not more than—sales, marketing, product, etc.
Quote:



“In football, just knowing the score doesn’t help you make moment-to-moment, strategic decisions on the field. It’s the same in business.” – Sam Lessin

“You can’t know what to do in the future if you don’t understand what’s going on today.” – Sam Lessin

“Your customer service isn’t just a call center; it’s driving value for your organization.”– Sam Lessin

“Measurement is everything. Ultimately, you get what you measure, so be clear and careful about what that is.” – Sam Lessin

About:

Sam Lessin is the co-founder and co-CEO of Fin Analytics. Formerly, he was Product VP at Facebook and founded drop.io. He also writes a column for The Information.

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. How is customer service changing?
  2. What are my customers’ expectations?
  3. How can I use data to affect my customer service?
  4. How can I improve my customer service?
  5. What is social customer care?

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