The Three Keys To Create A Compelling Customer Experience - 25/03/11
Posted by Birchills Telecom on Fri, Mar 25, 2011 @ 07:06 AM
History, Memory and Knowledge
History
History is found in customer records, CRM data, marketing information such as segmentation data and in customer feedback. It allows you to identify customers and personalise 
your interactions with them, based on their order history (like Amazon), on transaction history, and feedback.
Memory
Memory helps you learn from past experience with a customer and understand your customer’s preferences. We gather memory from all customer interactions. For example, does the customer frequently travel between Birmingham and Glasgow? Does she prefer an aisle seat?
Capturing and analyzing multichannel data within your CRM is critical for memory. What did the customer most recently do on the web? Did he try other channels before he called the contact center?
Knowledge
Knowledge, including what AVID (Association for Voice Interaction Design) calls "Situational Awareness". It provides external information that may affect the contact, such as weather information or stock market data. Knowledge is often critical to providing quick service and in making an emotional connection with a passenger who may miss a connection or an investor who may miss an opportunity. Knowledge also draws from internal knowledge bases that are continually updated. For companies such as Unilever, a knowledge base is invaluable for handling customer contacts - they handle over 90 brands, and rely on a knowledge base of over 50,000 topics.
Customers want these things
Customers want these things from the companies they do business with:
1. To be recognised
2. To be valued
3. To have their needs understood
4. To be treated with respect
5. To value their time
6. To surprise and delight them
Without these six things (or at least five of them), companies cannot engage customers in ways that build loyalty. According to Gallop, fully engaged customers represent an additional 23% in profitability and revenue than the average customer. Actively disengaged customers lose companies 13% in the same measures. And Gallop estimates that only 13% of customers are fully engaged and a huge 39% are not engaged.
How To Engage With Your Customers
It is self evident that the best way to engage with your customers is to talk to them. When you can and time allows then you can’t beat meeting face to face but failing that the phone provides the best alternative. It really isn’t expensive to get a quality professional phone system such as the ones provided by Birchills Telecom. When you’ve spent all that time and effort capturing the data you owe it to yourself to maximize your opportunity. So get calling your customers on a Birchills system today.
Written by David Hill, Chairman, Birchills Telecom
Birchills Telecom means no more hassle in owning or maintaining an old fashioned system. It means simply being more professional – you have all of the features that the big companies have with none of the problems or cost.
So call us today on 01922 21 33 33