Traditional customer service aims to deliver a consistent, high quality experience, across every channel. Put the right structures and processes in place McKinsey’s research highlighted that over half of branch managers recruited by Bank of America came from the retail sector, not financial services, as they had the right customer-facing skills for dealing with moments of truth. You can also recruit for those with the right personalities and behaviours to deliver empathetic customer service. However, also use them as role models and share their experience with the rest of your team so that they can learn and improve their own skills. Identify these agents and put routing in place to ensure that moment of truth calls go to them. Clearly, it is something that is more natural to some people than others. There’s debate about whether the emotional intelligence needed to handle these complex interactions is an innate or learned skill. AI can analyse digital interactions to spot highly-charged words or phrases. For example real-time speech analytics can identify sentiment in the customer’s voice. And that means they need to be trained and ready to recognise these highly emotional moments and respond with the right blend of empathy and understanding, personalised to the situation. While some moments of truth may be handled through automated service channels, the majority are likely to involve human agents. Have staff with the right skills in place Therefore start by analysing your customer journeys to identify where moments of truth might occur. However, short-haul, no frills carriers will have different additional moments to a full-service, long-haul airline. For example, every airline will need to be prepared for moments of truth around cancelled or missed flights. This will vary by the sector you are in and the type of business you are. However, there are certain points in the customer journey where moments of truth are more likely to happen. What might be vital to one consumer could be unimportant to another. Moments of truth are personal and defined by the customer, not the organisation. That requires putting in place a three step strategy: 1. That means that all organisations need to be able to be ready to deliver at these points. While important before, the stresses of the pandemic have increased the number of these moments in every customer journey. For example, if the strap breaks on an out of guarantee high-end watch, and the customer is immediately sent a replacement free of charge, that will create a more loyal brand advocate. So an interaction that starts badly, but is then successfully turned around by the company, can reinforce a relationship. This ‘peak-end’ rule means that these high or low points disproportionately impact our view of the whole experience. The reason for this is that psychologically humans recall events based on both how they felt at the peaks or troughs of an interaction, and at their very end. On the flipside 70% who had a negative experience reduced their spend. McKinsey’s research found that 85% of bank customers who had a positive moment of truth increased the range of services they took or the amount they invested. Equally, deliver the right, personalised experience and you reinforce loyalty and create brand advocates who spend more. So even if you provide excellent customer service at every other time, handling routine queries quickly and successfully, you can lose consumers if you fail at these key points. What is vital to understand is that customers will remember – and act on – how they feel at these moments that matter. They are normally highly emotional moments – such as when a flight has been cancelled at the last minute, a credit card has been lost or a product goes wrong when it is needed most. Initially identified by McKinsey, these are times when customers can be won or lost depending on how you respond. One of the key themes within the guide is the vital importance of meeting customer needs at the ‘moment of truth’ in customer interactions. Sponsored by Enghouse Interactive, it provides insight and strategies to improve engagement through technology, training and processes, based on industry best practice. Given the importance of customer engagement and customer experience, how can companies ensure they are delivering on consumer needs? ContactBabel’s new Inner Circle Guide to Customer Engagement & Personalisation 2021 aims to help. In contrast disengaged consumers are unlikely to value your products and services and will switch to other brands when they can. Engaged customers are more loyal, spend more and recommend you to family and friends. Every organisation understands that delivering the right experience to customers is central to attracting and retaining their business.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |