Emphasizing the Experience

It is extremely important to measure and discover ways to integrate customer experience data across your organization. But it is even more important to realize that metrics will not in itself create great customer service. Sometimes we forget that the data is a measure of the experience in the first place, not the other way around.

That seems to be the theme of a blog authored by Bruce Tempkin on Customer Experience Matters. In it, Tempkin puts out his wish list for customer service in 2010. Here are his five wishes and some explanation:

“Forget about average handle times.” Focus more on delighting the customer rather than getting them off the line. Fast handle times often represent inattentive agents, not a quick and effective problem solution.

“Learn from every interaction.” Every chance you get to speak to your consumer is an opportunity to lean about their needs and how you can meet them. This is perhaps the most valuable kind of consumer research that you can acquire.

“Recover quickly and be proactive.” Even a good solution that is drawn-out or difficult can still lose a customer. A sense of urgency will always create goodwill and eliminating problems on the front end is even more effective. Many companies are finding great value in allowing customers to talk and help each other.

“Make customer service a product attribute.” When we design and develop new products, one of the first things we do is make a list of product attributes. This is the time to build in customer service, “as a key component of your offering.”

“Engage reps in customer experience transformation.” Transforming the customer experience is largely dependent on transforming your employees’ experience. The attitudes and experience of an empowered customer service staff are directly reflected upon the customer. If they enjoy their jobs, they will enjoy helping people as an end result, not just simply handling x number of calls.

Service metrics are important, but they are only a snap shot of the real job at hand. When choosing or designing any customer experience touch point, place the emphasis on delighting the customer, and everything else will fall into place.