A master of Experience and Differentiation

Friends,

Some of you may remember this posting from over a year ago.

As the need to differentiate becomes more and more critical, I thought I would have Johnny remind us
how its done.

This is a perfect example of the importance of the experience and the value of differentiation.

Enjoy.

Click for Johnny’s Video

Thank you.

nothing will change until something changes

One of the most common hurdles in trying to improve the customer experience, is that we view the customer’s situation through our own internal filters which are ladened with our own limitations, policies and generalization.  In effect, we can hear the customer but what we “know”, doesn’t let us listen.   

Those that touch the customer daily know more than anyone about what the customer considers important.  As surprising as it may be however, I find that those that touch our customers every day are not the ones designing the customer experience.  Those that decide are often somewhat removed and rely on their “past experience” to make the right decision.

Some time ago, I gave a contact center manager a challenge to transform the customer experience with the representative by only changing the rep’s greeting.  At first, the feeling was that the greeting could not change the experience.   The content of the experience was so much more important than the greeting that it could not be overshadowed.  Jut to be nice, she played along.  After considerable thinking and word-smithing, the new greeting was surprisingly similar to the original.  The reasons for the measured change were all logical and full of merit, backed by experience and knowledge in customer service.

Because I had done this exercise before and new the results, I pressed on.  However, if i did not have the benefit of my previous experience, I would have likely agreed with the logic and “let sleeping dogs lie”.  Instead, I provided an idea for the new greeting. “Hello, thank you for calling XYZ, my name is Rudy Vidal.  I am committed to resolving your issue today, please let me help you.”  This new greeting was received with raised eyebrows and determined to be “corny”.  I agreed it could be “corny” , but in whose eyes?

 To a contact center person who knows what happens day in and day out, who is aware of all the difficulties associated with actually resolving an issue, it may sound corny.  But to a customer who is having a bad day, who has just gotten escalated and has lost all hope of ever resolving her issue, this greeting could be comforting, perhaps even surprising.  It could disarm a person who is ready to take 2 full minutes to expound, at high volume,  why she is so upset.  At the very least it is unexpected.   We tried it in a small group of representatives. Customer Satisfaction increased by double digits, representative satisfaction did the same, first contact resolution went up.  

Sometimes, it is difficult to put ourselves in the customer’s shoes.  We see their situation, only through our own.  We try to walk in their shoes, but fail to off our own.

By the way, the most surprising aspect of that experiment, was the effect it had on the representatives.  They were more loyal to the customer, more engaged in the solution, more committed.  First call resolution went up, not because empowerment policies changed, but because the representatives changed.  What they said to the customer changed what they did.

Two suggestions:  

• Make sure to include people that directly touch customers in the creation of new solutions.
     Have them represent the customer without regard to internal limitations or
     common knowledge.

• Try new things, after all nothing will change until something changes.

 

Rudy Vidal
Committed to XCS 

Wake up American Car Dealers !

Last weekend I accompanied a friend to buy a car.  She was looking for a convertible and was willing to consider different brands.  We went to a BMW dealer first.  She went for a couple of test drives and was impressed with the cars as well as the experience at the dealer.  The salesperson was not pushy, he was attentive and knowledgeable.  They spoke about value and pride of ownership.  When we were done, the salesman asked if we wanted to see some numbers or if we wanted to have him send us some financials to review at our leisure.

Our second visit was to a Jeep and Chrysler dealership.  The salesman was very nice, family guy with 5 kids, etc.  We went on a couple of test rides and liked two of the cars.  When we asked the pricing for each of the cars his response was . . “Well, which one do you like better?”.  It depends on the price, we mentioned.  He then said, “Well I can work up a better number if you tell me which car you prefer”.   At that point, it became clearly apparent why I’ve given up on American cars.

We mentioned again, that we lilked both and wanted the best price on each.  He asked us to sit down, then asked us to fill out a credit application before he went to the manager to ask for a price.

Why is it so hard to find out the best price on a car?

We were ready to walk out at that point, but felt bad for the salesperson who had spent quite a bit of time with us.  The salesperson stayed in front of the manager for a total of 14 minutes, while we waited on the other side of the dealership.  Finally, I got tired, went over to the manager’s desk and asked if there was anything wrong.  The manager, who was wearing sunglasses indoors, pitched his head down and looked over the top of the glasses and said, “Well…  I’m having trouble with the fact that you’re not committed to a car”.  Sigh . . .  . we left.

Why can’t the American Car dealerships see the obvious:

1. Technology should be used to improve the product and the customer experience, not just to cut costs.
2. Informational access has changed everything – I  know your costs, I know your methods, I just want open and respectful treatment.
3. Don’t manipulate the sales situation.  Manipulate your offerings and my experience, I’ll do the rest.

Wake, up.  You are not in the car business.  You’re in the customer satisfaction business.

I supposed it would be best to have an American automobile industry.  But I suspect its too much to ask.