What’s the CX buzz this week? (24th Nov, 2014)

Company culture – it’s a set of shared values and beliefs that guide employees’ actions in an organization. So how do you build a company culture that is focused on the customer? One approach is to build a scalable customer engagement model, step by step. Another is to make a decision to be customer-centric and the rest will follow in a closed feedback loop. However you go about it, once you’ve instilled customer-centricity into your company culture, it becomes second nature to a certain extent, and you can reap the rewards well into the future. Read more about this topic in this week’s CX Buzz.

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How to build a model for customer engagement [mycustomer.com]

Proactive customer engagement. It’s easier said than done, so how do you build a process and scale it so that it pervades everything your company does?

In this article, author Nello Franco walks us through the process of building a customer engagement model. A good engagement model, he says, helps you understand: a) what the engagement 'moments' are for – for customers throughout their lifecycle; b) who in your organization is responsible for interaction with customers at those moments; and c) what the objective or expected outcome is for each of those moments.

Furthermore, the model has two very different phases: the onboarding phase and the ongoing usage phase. Franco compares these two phases to the takeoff phase and the cruise phase of an airplane flight. The take-off phase is where more incidents happen, while the cruise phase of flight requires vigilance but is less intense. Franco’s detailed outline of the model will prove very useful to larger organizations that face the challenge of coordinating many people in an optimal way.

Bring Value to the Table [communicatebetterblog.com]

In this article, Jeremy Watkin, director of customer service at Phone.com describes an epiphany he has in reference to customer service departments.  He claims that customer service departments possess invaluable information that is beneficial to virtually every other department within an organization.  As he mulls over this insight, Watkin envisions a way to do his job better.  He concedes that despite his best efforts he still has customers cancel on occasion.

Rather than simply making sure his customer service team is trained to handle those cancellations well, he says, he should be working with his team to gain insight from each of those calls.  Other departments are literally begging for this information and the opportunity is there for the taking.

Customer service professionals who have Voice of the Customer (VoC) programs in place are in a unique position to share this information with the rest of the company. This will allow them to gain a “seat at the table” of their company’s leaders.

The Virtuous Circle That Builds a Company Culture of Customer Service Excellence [forbes.com]

What is a company culture? It’s a set of ideas and practices that are so deeply ingrained in employees’ minds that they happen almost automatically.

In this article, author Micah Solomon discusses ways to create a culture of customer service excellence. He says that once you’ve made the decision to have a customer-centered mindset, it will replicate itself through a simple, cyclical process based on who you hire and who you inspire. 

It is harder to implement than it appears, but if you start with the decision, it will all flow and become self-reinforcing circle of customer service excellence.

Banks Investing to Provide Omni-channel Experience [thefinancialbrand.com]

We’ve all heard of the omni-channel customer experience, but here’s how one industry, banking, is working to implement it.

According to author Jim Marous, most banks agree that omni-channel innovation is important. Here is a list of just a few:  Self-service functionality is one important cross-channel capability cited by many banks. Between video tellers, ATMs with increased functionality and even enhanced cash counters in bricks and mortar facilities, tellerless branches are becoming more commonplace.

The combination of actionable big data insight and more accessible analytical tools is providing banks the opportunity to personalize offers and customer experiences across channels. Once the domain of only the largest banks, organizations of all sizes are increasingly able to leverage CRM skills to improve the cross-channel experience.

Finally, the mobile channel is getting the most attention from banks when it comes to innovation. Not hampered by legacy core systems, many mobile-centric financial organizations have been created over the past several years and more recently, the development of mobile-only banks have been announced.

This article is a fascinating read for insight into how one industry is responding to digital disruption. Well worth reading in its entirety!

Why White Glove Service Is No Longer Optional [socialmediatoday.com]

For a long time, premium businesses set themselves apart with so-called “white glove service,” which implied they were willing to do just about anything to keep customers happy, including finding creative solutions that everyday providers wouldn’t. To get a sense of white glove service in action, just think of the concierge desk of a fancy hotel.

Today, says author Randy Milanovic, white glove service is no longer optional, no matter what how low a company’s price point.

In the digital age, customers have too many choices to settle for anything less than the best. If a company isn’t providing a superb customer experience, their customers will go elsewhere.

Furthermore, today’s buyers don’t just try out products and services; they read, share, and consider reviews very carefully. That’s especially true on social media, where word of mouth, whether good or bad, spreads very quickly.

We hope you enjoyed our picks and bookmarked a few of these articles for future reference. Please don’t forget to share the buzz with other CX professionals.

Are there any other topics of CX that interest you? Tweet us, or comment below to let us know!

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