The rules of what it takes to deliver a great customer experience are being re-shaped in a digital world.
“Anywhere, anytime, do it fast, do it now…” These are the customer experience mantras in our increasingly technologically-driven world.
Customers are now empowered to pay on-line, buy on-line, communicate with organisations on-line, change their account details on-line and the list keeps expanding. Organisations are seeking to shift as much of the customer experience as possible on-line.
Technology, at face value, is impersonal. However, technology, when applied to the customer experience, needs to be human.
Let me share with you three recent digital customer experiences that I have had.
At the heart of all of the stories is a key message: Keep your digital customer experiences human.
And, to achieve this, it is critical that your customer service staff manage every digital touch-point. Your technical team has a technical mindset. They have to meet technical performance indicators. It is your customer service team who will add the human touch to what would otherwise be a technical experience.
So, here are your 3 tips (hint, more tips on the way in my next article!)
#1: Respond fast
I did an on-line flight booking with a well-known airline. I would rate the booking experience a 9 out of 10. The technology delivered on the promise of making booking easy and fast.
I had a question on the frequent flyer scheme. I sent them my query via the channel that they provided.
No acknowledgement. No response.
The airline started well. But it ended poorly.
The digital customer experience lesson here is, “In this world of customer experience where NOW is a key currency, it’s important to acknowledge fast and respond fast.”
#2: Keep your language friendly and give lots of contact options
Here is an example of how to do it!
I purchased a shaver from Philips. I had a simple query regarding warranty registration.
The language that they used was friendly and customer-focused – so much so that I am going to share it with you!
This is part of an email that I received from Philips.
Dear Mr. / Mrs. George Aveling,
Thank you for contacting us at Philips Consumer Care regarding your product XXXX.
Should your problem still be outstanding, we are still here to help and would love the opportunity to resolve any questions you may have. To get started, simply reply to this email, or contact us via chat, WhatsApp, or calling the Philips Consumer Care telephone number.
Name of person from Philips
Philips Customer Care
Wow! Philips would love the opportunity to resolve any questions! And, they have given me lots of ways to contact them.
The positive lessons from this digital moment of truth are to be human and friendly in your language, and give lots of options for customers to contact you.
#3: Keep your communication simple – an example of how NOT to do it
Customers are time-poor. In this world, an important currency of the digital customer experience is understand-at-first-read communication. In other words, keep your communication simple.
Here is an example of a communication from a company that has a technical focus, rather than a customer focus.
With the Q4 2019 release Company will use a new CMECV, version 2.2.022.
- If your organization does not cache the cXML DTD locally, you do not need to do anything.
- If your organization caches the cXML DTD locally, you will need to download the new version before the general availability (GA) of this release.
A pre-release version of the cXML DTD, v1.2.044 and supporting documentation are provided using the link below:
OUCH! This communication is nowhere near being customer-friendly.
It’s important that your technical people and your customer experience team work together to create digital moments of truth that not only work, but also use easy-to-understand language.
The world of digital has created vast new opportunities. And, in that world, the way that we manage the customer experience needs to evolves to maintain a direct
line-of-sight to the customer experience.
I’d be interested in your thoughts on this subject!
Until next time.
George Aveling is the CEO of TACK TMI, a global people development and customer experience consultancy. He has a particular expertise in developing customer-focused cultures. Being a communicator, he also takes a keen interest in the effectiveness of your communication to customers. Contact George if you want to find out how to deliver winning customer experiences. He can be contacted at firstname.lastname@example.org. Check out the TACK TMI website on https://my.tacktmiglobal.com/