No More Menial Jobs and 2 Other Steps to Customer Experience Transformation
For customer service, I define Customer Experience Transformation in three broad swathes:
1. Personnel—It's time to view customer service as a profit center, not a cost center.
Say goodbye to the days in which customer service is viewed as a cost center, staffed with bottom-of-the barrel employees who can easily be replaced. To the contrary, customer-focused firms hire smart, savvy and highly motivated customer service representatives, knowing full well that these valuable employees are the firm's principal ambassadors to the outside world.
I recently read an excellent article in Ad Age titled "Are You Ready for a World Without Menial Jobs?" The crux of the article is that instead of cutting costs, the world's most successful retailers are actually investing heavily and spending for more than their rivals when it comes to recruiting, training and retaining customer service staff. Turns out, this steep up-front investment ends up paying off in spades down the road, in the form of higher sales and increased profitability.
2. Systems—World-class service needs world-class infrastructure supporting it.
Truth be told, customer support is only as good as the systems a firm has in place to support its operations. In the world of Customer 2.0, a Web presence acts as a primary point of engagement with customers. In that vein, it's crucial to provide customers a Web presence that is not only clean, clutter-free and easy-to-navigate, but also—especially when it comes to providing personal or account info—personalized and secure. Furthermore, a website must be also optimized for ALL major Web browsers and operating systems, including—and especially—mobile.
In the age of Social Media, no firm that's serious about providing customer service can avoid having a social media strategy. Without getting into a nuanced approach required for firm-wide Social Media engagement, as regards customer service, Social Media can and should be used to listen to, engage with and monitor a company's customer base. There are some great SCRM (SocialCRM) and Social Media monitoring tools out there. Supported by savvy staff, they can be used to ensure customers are being engaged with quickly and effectively.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.