As 2015 approaches, customer care organizations are setting priorities and thinking outside of the box on how to deliver amazing customer experiences. Customer service is becoming a differentiator for many businesses. How are they doing it?
Maria Hamm, head of customer experience and customer service at DHL Freight Nordics and Baltics says she’s “bringing sexy back” to customer service by starting with her staff.
“Proud, engaged and motivated staff work with passion, “ said Hamm. “We have a lot of customer insights already, but I would like to empower our staff to take more ownership, make improvements quicker, and act proactively when possible.”
What does “sexy” mean for customer service? You can inject some spark into your customer service with these seven sexy attributes.
The first step toward compassion is being able to listen intelligently to your customers. You’ll never know what they find appealing if you can’t detect sentiment that goes beyond rankings and ratings. Find out what your customers think is “sexy” by making sure you’re gathering free-form feedback from multiple channels, and looking for key themes.
Hamm says that one of her key priorities for 2015 is helping the team to feel proud about the work they are doing. “Bringing sexy back to CS for me is making sure I have a proud department which is recognized in the organization. For too long CS has been a department of young unskilled staff, with low salary and a high turnover of staff. Today many people, especially in DHL CS are very skilled and the turnover is low but the assumption of the department remains. We need to shake that image off.”
Get personal with your customers. Even if your business hasn’t invested in tools to help you understand each customer’s unique needs, a small bit of personalization can go a long way. Calling a customer by his/her first name is often an unexpected and welcome touch.
While consistency might not always be sexy, lack of consistency is a definite buzz kill. Think about the various channels by which your customers interact with you. Call center? Website? In-store? Social? If your brand has a super slick and sexy website, but you ignore them on social media when they have a complaint, then the sexiness of the website may no longer matter.
This one may be a no-brainer, but failure to get it right will definitely annoy, frustrate and even anger your customers. Hamm emphasizes the importance of acting proactively. Customer service staff can only be proactive when they are aware of common complaints and potential issues.
From an internal perspective, customer experience becomes sexy when it’s everyone’s job—a common mission that’s part of the company culture. Organizations that work in silos and do not share customer feedback data are missing the big picture of customer experience.
If senior management isn’t excited about delivering superior service, then employees won’t be motivated. Energy is contagious. It will spread throughout the organization if properly cultivated.
If your customers are feeling “turned-off” by your bland customer service, ignite them in 2015 with these seven sexy ingredients.