S’il est vrai que l’engagement du top management est clé pour que l’expérience client soit reconnue comme prioritaire en entreprise, il est tout aussi vrai que sans l’implication des collaborateurs, cette priorité restera lettre morte.
En effet, les collaborateurs en contact avec les clients sont non seulement acteurs, mais aussi véritablement moteurs de la relation client. Ne pas les sensibiliser à l’experience client revient à mettre son business en péril.
Vous pourrez toujours avoir le meilleur CRM en place, cet outil pourtant indispensable à la gestion de la relation client ne sera rien sans la capacité et la volonté de vos collaborateurs à délivrer le meilleur service possible. La volonté ira de soi si le sens client compte au nombre de vos critères de sélection.
Dans tous les cas, il faudra sensibiliser vos équipes et les recommandations qui suivent peuvent vous y aider.
Le premier pas pour sensibiliser les collaborateurs à l’expérience client est l’établissement de règles qui se traduisent souvent dans les Key performance indicators ( KPI). Par exemple, le fait que l’appel d’un client doive être décroché rapidement se traduit en taux de décroché: un certain pourcentage d’appels entrant, en général 80%, devra être décroché par vos équipes en moins de 20 secondes pour rester dans le benchmark métier. Lire la suite
Crédit unsplash via plixs
Le client est une personne. C’est donc bien plus qu’un numéro, plus qu’un revenu, plus qu’une cible marketing, plus qu’un panier moyen.
Le client est une personne qui, alors qu’elle avait la possibilité de faire un choix différent, a choisi de vous accorder sa confiance et donc de faire affaire avec vous. Je le dis souvent : les entreprises oublient qu’elles ont en général plus besoin des clients que ceux-ci ont besoin d’elles. Et c’est bien dommage. Surtout en ces temps où tout avantage concurrentiel est plus que jamais fait pour disparaître très vite.
Prenez mon ex epicier.Ex car depuis j’ai changé.
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Customer experience is difficult to be taught inside the organization. You can teach products features, sales techniques, and specific software handling but it is quite challenging teaching adults attitudes such as politeness, availability, respect and humility for instance.
Sure it is still possible to explain to your team that keeping your customers happy is the next competitive battle ground to win, you can set and you have to, a series of KPIs to measure your own customer experience index, you can implement processes to help your people follow through and yet you will have to accept that the knowledge, organization and tools provided to create the best customer experience possible can be easily blowed away by the slightest wrong behaviour.
Moreover most companies are so wired to think everything inside out that most of the time when time goes tough the customer is no longer a priority.
Yes,customer experience spirit is hard to get in real life.
Creating continuously good Cxs has a lot to do with values. And values are caught not taught. It also has to do with individual behaviours. And as knowledge is implemented through each and everyone specific behaviours you can imagine how complex it can be to deliver seamless good experiences. Finally creating good customer experiences also has to do with emotion identification, acceptation and handling. And this competence is far from being shared.
Yet, it is possible to foster Cx in any companies. First step is to recruit the right customer centric people aligned with the company values and behaviours , second to continuously improve the team customer focus agility, third to make the company culture a cement, fourth to show the value added delivered on a daily basis and at each point of contact by everyone both to the customer and the company.
To detect if someone has the customer insight just observe the way he relates to the client and particularly the kind of behavior he has.
Most moments of truth situations experienced by clients find their roots in the behavior of some customer relationship professionnals. And we know behavior is often a mere reflection of our state of mind.
We all happened to deal once with a person who, while we were going through « difficult » times as a customer, could not imagine any other solution than the one dictated by the procedures. His state of mind was business centricity only. Not customer focused. This kind of myopia creates unhappy customer experiences and frustrates the agent as following the rules does not always maintain him in his confort zone. Following procedures should not prevent creativity and therefore should not offset a solution oriented attitude . Approaching the problem from another angle facilitates the customer’s life and secures long-term business. Moreover it shows the customer that we do care. As Richard Branson stated, companies today think shareholders first, customers second and then finally people. As a matter of fact people are the key and should be empowered to be creative solution providers. Why not initially focus on employees by giving them the means to serve the customer more efficiently ? It is also a way to stay connected to the real world and walk at least at the customer’s pace or at the best, just a step ahead in order to anticipate his needs.
Procedures have to be respected for sure. But they are here to serve both customers and company. They should not protect you from the customers.Procedures can be altered and designed to prevent the company to act stupidly when customers are being smart.
First focus on understanding the moment of truth the customer is going through and share your understanding with her.
Adopt a solution oriented attitude to show your concern and give a set of options for the customer to make is choice. Be creative and keep both customers and company secure.
Give feedback on a regular basis to confort or modify procedures.
This morning I read this great following tweet from Hyken:
« @Hyken: All satisfaction proves is that we’ve fulfilled the minimum requirement avoid a complaint. »
I could not do anything else but concur, answering that satisfaction is first and foremost the result of getting the expected done in order to start #CX
Satisfaction is not an end result per se.
Satisfaction is the raw material that will help the principle design of customer experience.
Therefore we should avoid considering satisfaction as satisfactory. Your clients’ satisfaction and Hyken is right here, is the evidence that you did the job you are expected to do and paid for.
So satisfaction is again basic contract completed. It is showing that there will be no complaints or negative buzz so far. Your clients satisfaction is not enough to create a sound competitive advantage. Just doing the job is not discriminant enough. It positions you as a mere and normal player in the customer’s ecosystem. Full stop. If you want to be a step ahead from your competitors and become the reference, then you will have to execute perfectly for sure, but above all, you will strive to emotionally engage your clients.
Post happily written by Veronique Aboghe, Happy Experiences.