How Technology Can Drive a Customer Centric Culture: 3 True Stories

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How Technology Can Drive a Customer Centric Culture: 3 True Stories

What is a customer centric culture?

A customer centric culture is when a company puts customers first and builds its culture around them. It is a holistic approach designed to focus on the consumers’ authentic needs and provide them with positive experiences.

How to build a customer centric culture

Creating a customer centric culture in a large enterprise goes beyond addressing a customer by name in an automated email, or segmenting by interest.. A customer centric philosophy enables the enterprise to engage customers in a personal way, ensuring that their needs are met at every stage of the customer journey.

According to the Harvard Business Review, personalization can deliver five to eight times the ROI on marketing spend and can lift sales by 10% or more. One effective way to create a truly customer centric culture is to identify critical moments of need or pain for your customer and deliver time-sensitive service that wows him. Visual engagement provides companies with an opportunity to wow customers struggling with a service-related issue.

Is visual engagement the power behind these customer centricity examples?

With 50% of brain capacity used for visual processing, visual engagement leads to instant, clear understanding. Visual communication creates intimacy and strengthens the connection between the organization’s representative and the customer, turning it into an interaction between two fellow human beings.

Visual engagement has been proven to be a transformative medium for providing customer care. When customer service agents can see the person they are supporting as well as their physical environment, it helps them become more engaged and empathize with their issues. From the customer’s perspective, realizing that the agent can see you and your problem builds trust and creates a sense of openness that leads to better collaboration.

To illustrate, we present three real life customer centric service examples from the trenches of our contact centers:

Customer centricity example 1: Positive experience for customers with extra needs

Sam (customer name has been changed) is a 35-year old bachelor from Sydney, Australia, who works as an in-house attorney for a local investment bank. In January 2018, he tried Netflix for the first time and discovered they have all of the past “Suits” episodes available for streaming. Two days later, he ordered a new connected flat screen TV to replace his older model.

Color conundrum – will he manage to install his new TV?

Sam suffers from a color vision deficiency which leaves him unable to distinguish between certain primary colors. While he has learned to cope well with his condition, sometimes his disability trips him up and leaves him frustrated. It happened again the day his TV was delivered.

When the package arrived, Sam was getting ready to self-install when he noticed that the cables were color coded and referenced by color in the setup guide.

Agent + Visual Assistance = Success!

After a few failed attempts, he mustered up the courage to call Customer Service to admit his shortcoming and schedule a technician’s visit. But when he disclosed his disability to the customer care agent, he was pleasantly surprised. The agent offered to use Visual Assistance – and easily and quickly established a live video connection. Sam used his smartphone’s camera to show the agent the cables.

Using augmented reality, the agent pointed and annotated on Sam’s screen to clearly show him which cables were to be plugged into each outlet. No color identification required!

Sam was grateful that he was able to self-install his new connected TV in just a few minutes. All it took was one phone call, without any embarrassment and without the frustrating wait for a technician. He even managed to sit through the first half of Suits Season One  that same evening…

Customer centricity example 2: Building confidence and creating trust

Sophie and Ed are a retired couple in their 70s who have a particular love of classical music. For their 40th anniversary, their children surprised them with a new home audio system so they could enjoy their favorite Frédéric Chopin: Nocturne in B-flat minor from anywhere in their home.

The package arrived while Ed was at his annual golf getaway in Palm Springs. Sophie began unpacking the system from its box. Seeing multiple Wi-Fi speakers and many cables, Sophie realized that installation would not be as simple as plugging in a power cord, as she had originally thought.

Can she set it up in time to surprise her husband?

Hoping to have the system set up before Ed was back from Palm Springs, she called Customer Service and requested a technician. After taking some basic details and looking at the next available technician date in Sophie’s area (which was not available until three days after Ed was scheduled to return), the agent on the line suggested that he could show Sophie how to connect the entire system on her own so she could surprise her husband by the time he returned home.

A doubtful technophobe ventures out of her comfort zone

Being completely non-technical, Sophie was doubtful but willing to try. Using a visual support session, the agent patiently walked Sophie through all the steps needed for the installation. Finally she waited on the line while Sophie looked for her favorite Frédéric Chopin: Nocturne in B-flat minor, and rejoiced with her when the music began piping in over the line.

At the end of the conversation, Sophie thanked the agent profusely for taking her out of her comfort zone and enabling her to give her husband an anniversary surprise.

Customer centricity example 3: Assisting customers when time is of the essence

Joan is a amatuer climber. In May 2018, she travelled from her home in Colorado to the Italian Dolomites to participate in the Dolorock 2018 climbing festival. When she arrived in Venice, she was dismayed to find that her luggage was lost. After spending about two hours at the Lost Baggage counter at Venice Marco Polo Airport, she realized she needed to come to terms with the fact that all her climbing equipment  — worth over $5000 — which she needed for the event, was gone.

Travel insurance to the rescue?

Luckily, Joan had travel coverage. She immediately called her insurance company.

The agent on the line was sympathetic and promised that they would take care of her needs.

He requested that she submit her lost-luggage Case File and a copy of the Property Irregularity Report (PIR) from the airline when she returned to the US, in order to claim her compensation.

Climbing event of the year won’t wait for claim approval

Joan explained that she absolutely had to purchase alternate gear in order to participate in the event that she waited for all year.

The agent told her they had another option. He could open a Visual Assistance Session, and Joan could make a visual claim by presenting her documentation via her smartphone’s camera. This would allow the agent to approve her compensation on the spot.

Visual engagement saves the day, and one happy customer wins 6th place!

Relieved, Joan connected with the agent, showed her Case File and PIR, and had her claim approved on the spot.

Joan found a climbing gear store on her way to the event and was able to replace her gear with peace of mind. And she took 6th place in one of the major amateur events during the climbing competition.

Tried and true method for successful customer centric culture

While “customer centric culture” may be a popular buzzword, it is rarely executed properly by making the customers feel that they are unique and important to the enterprise.

Visual engagement is a tried and true method for customer service organizations to significantly enhance the service they provide to their customers. It is a transformational tool when it comes to creating a customer centric culture, by showing customers that the agents understand their needs and can solve their problems.

By providing customers with relevant, personalized experiences, enterprises enhance customer satisfaction and drive customer retention.

Michael Gorelik, Project Manager

Michael Gorelik, Project Manager

Michael Gorelik, writes about the impact of implementing cutting-edge technologies of visual support and artificial intelligence on customer service.


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