Top customer experience professionals know how to get things done. In particular, they know how to work through others to drive results. In a series of blog posts I’m taking a look at several personas representing key users of customer intelligence – their role, their needs, and tips on working with them.
Today’s post looks at Cindy – a technical support specialist charged with responding to customer issues and concerns.
HER ROLE:
Cindy is one of many technical support specialists that is constantly fielding calls, responding to emails, or engaging in online chats with customers that have questions or issues with the product or solution they purchased from her company.
She is focused on getting answers as quickly as possible so she can deliver a positive experience. She knows that each interaction is a “moment of truth” that may ultimately determine whether or not the customer continues to do business with her company.
HER NEEDS:
To do her job effectively, Cindy needs immediate access to customer information that will help her understand previous issues as well as the customer’s perspective on how each issue was resolved. What’s more, Cindy must receive timely and relevant feedback after each case to understand if she is meeting customer expectations and if she needs to modify the way she is interacting with customers.
WORKING WITH CINDY:
For Cindy to put customer intelligence to use, it must help her do her job faster and/or better. Otherwise it gets in the way. The keys to working with Cindy include:
- Deliver in real-time – Deliver intelligence in ways that it is easily accessible and up-to-date.
- Make it seamless – Whenever possible integrate customer intelligence into the tools she already uses. She won’t have time to log in to separate applications to get everything she needs.
- Proactive – Help Cindy get ahead of problems by profiling customers reporting issues. She can anticipate the volume of cases and potentially contact customers before they even experience issues or problems.
Note: This is the third in a series of blogs looking at the key users of customer intelligence. The next blog will focus on sales professionals.
