customer engagement in a digital world

© 2016 NetSpeed Learning Solutions. All rights reserved. 1

Customer Engagementin a Digital World

November 29, 2016


Webinar Objectives

• Explore the expectations and values of customers driving the need to create engaging customer experiences

• Recognize the role that customer-carestaff play in gaining customer loyalty

• Learn more about Blazing Service™,to help your team develop thecommunication practices thatcustomers love


About Cynthia Clay

• 25+ years of experience• Created Blazing Service to

develop the skills of customer service providers

• Author of Great Webinars and Peer Power (Wiley)


Tweet

#NSLSlive#customerservice


Opening Poll

What motivated you to attend this webinar today?


Customer Engagement


Importance of the Customer

Why has the importance of the customer risen?


Customer Experience

“By 2020, customer experience will overtake price and productas the key brand differentiator.”

Walker.com


Customer Experience

“62% of customer service organizations view customer experience as a competitive differentiator.”

Deloitte


Customer Experience Defined

https://netspeedlearning.com/contact/?p=bsp&r=customer-engagement








The Good

Of buying experiences are based on how the customer feels they are being treated (McKinsey)

Of positive word of mouth about your customer experience is about someone taking ownership of a situation (Belding)

Of consumer conversations regarding customer experience are about PEOPLE (Belding)


The Bad and the Ugly

Said they’ve cut ties with a brand over a single poor customer service experience (Parature)

Of customers switch to other brands due to poor customer service (Accenture)

Of unhappy customers leave without complaining (Help Scout)


Conclusions

How important is the role of your customer-facing staff in building customer loyalty?


Jeanne Bliss

You should “unite the organization in understanding the key intersection points that are ‘make or break’ moments in customers’ lives and their experiences with you.”

“10 Customer Service Trends to Watch in 2016” (Microsoft)


Your Experience

Have you ever had a “make or break” customer experience? Did you tell someone else about it? Did you post it on social media?


Customer Experience


Listen for“Make or Break”Moments


Make or Break Moments

What “make or break” moments occurred in my snail and slug spray experience?


The Dead Plant Story

1. Drove to store to share my experience (closed). Made note of store hours.

2. Drove back to the store to share my experience.

3. Clerk told me to call during office hours and speak to the garden store manager, “Stan”.



4. Called Stan and left a message.5. Stan called me back and I told

my story.6. Stan asked for photos and said

he would share my story with the product buyer (Biff). Warned me I would probably only get a product refund.



7. Took photos of all my dead and dying plants.

8. Emailed them to Stan with an itemized dead plant list. Asked for a fair resolution.

9. Received no response from Stan to my email.



10. Heard nothing for 7 weeks. 11. Emailed Stan to ask what

was going on. 12. Stan responded “I don’t

know” and copied the Biff and the product manufacturer (Alvin) on his email.



13. Alvin answered “This is the first I’ve heard of this issue.”

14. Alvin asked me what I felt was fair.

15. Sent him my itemized plant list: $140.

16. Alvin said his company would mail me a check.



17. Waited 4 more weeks.18. Received a check mailed

from the product manufacturer for $140.


Make or Break Moments

What “make or break” moments occurred in my snail and slug spray experience?


Customer Loyalty


Annette Franz

Companies ought to ensure “that employees have the tools and training they need to deliver the experiences expected of them and are empowered to do right by their customers.”


Customer Touch Points

What are your customers’ touch points?


Bill Quiseng

“Nobody raves about average.”


Touch Points

Which of your customer touch points exceed your customers’ expectations?

telephoneface-to-faceemailcompany websitetextsocial media/networkinglive chat


Customer Service

What’s the most important criteria when selecting customer service staff?


Customer Service

What must customer service staff learn to do?


Customer Service

What should they be empowered to do?


What is Blazing Service?

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• A dynamic, interactive training program

• Designed to ignite great customer service

• Combines the best of classroom (virtual and face-to-face) instruction with easy-to-use web-based reinforcement tools

• Inspires the personal qualities and practical skills that make exceptional customer service providers

© 2016 Clay & Associates Inc./NetSpeed Learning Solutions


• Includes six, two-hour classroom modules (or six 90-minute web-based modules)

• Blended with online post-class reinforcement and measurement tools

Blazing Service Program



1. Blazing the Service Path2. Thinking Like Your Customer3. Winning Customer Hearts and Minds4. Solving Customer Problems5. Handling the Heat6. Fixing the Systems

Blazing Service Sessions



Blazing the Service Path


“92.4% of consumer conversations regarding customer experience are about people.”

“The Science of WOW Customer Service”




“Assessing the personality type of a customer at the beginning of a call can reduce repeat calls by 40%.”

Harvard Business Review




• To introduce you to Blazing Service.

• To help you identify and cultivate the personal qualities and the practical elements that make a great Blazing Service provider.


“50% use a company more frequently after a positive customer experience.”

Thinking Like Your Customer


Source: New Voice


To help you develop and maintaincustomer loyalty to your organization.

Thinking Like Your Customer



Winning Customer Hearts and Minds


“In 82% of negative customer service stories, employees were perceived as not caring.”

“The Science of WOW Customer Service”


• To empathize with customers• To see their wants and needs through

their eyes

To develop your ability:

Winning Customer Hearts and Minds



Solving Customer Problems


“72% blame their bad customer service experience on having to explain their problem to multiple people.”

Source: Harvard Business Review


Solving Customer Problems


To develop the skills to “own” customer problems and resolve customer issues.


35% of customers have lost their temper when talking to customer service.

Handling the Heat


Source: American Express


To help you defuse eruptions — angry customers — and transform the Smoldering Service Experience into the Blazing Service Experience.

Handling the Heat



“60% of consumers have higher expectations for customer service now than they did just one year ago.”

Fixing the Systems


Source: 2015 Global State of Multichannel Customer Service Report


To help you communicate concerns constructively and recommend system improvements effectively.

Fixing the Systems



• Delivered by certified internal trainers• Train your assigned internal administrator(s) to

track usage and scores of participants using the Blazing Service Administrator web-based reporting tool.

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Implementation



Easy to use web-based tools:Blazing Service E-zine™ Blazing Service At Work™Blazing Coach™Blazing Service Administrator™Built-in Level II and Level III assessment tools

Online Reinforcement



Insights and Actions

What is one insight you’ve had or one action you intend to take as a result of this webinar?


Complete the Survey

• Request a preview of Blazing Service• Take advantage of the Year End Promotion:

15% off programs purchased by 12/15/2016*.* Minimum purchase = $25,000 before discount.


Jeff Bezos

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

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Thank You!