Shep Hyken's Blog, page 181

5 Top Customer Service Articles For the Week of October 10, 2016

Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.

The JetBlue Story: Customer Service in an Industry Americans Hate by Sharpen

(Sharpen) Delayed flights. Lost luggage. Cutting-it-way-too-close layovers. Whether it’s a seasoned traveler or a first-time flyer, flying is stressful for everyone. When a flying experience goes south, travelers feel desperate for help and seek the reassurance that it will all work out. However, US airlines aren’t exactly known for their warm and fuzzy customer service. Flyers can feel abandoned, as if the airline doesn’t even care. The sad truth is, they may not care – because they don’t have to.

My Comment: It’s not that people don’t like travel. They don’t like travel hassle. Airlines are known for customer service horror stories, although many of the issues are due to weather, air traffic control and even an occasional mechanical problem. (Note: I’d rather be on the ground when they find out about a mechanical problem!) Our friends at www.SharpenCX.com sent over a wonderful story about how JetBlue works hard to eliminate the travel hassle. Lessons we can all learn from!

WhatsApp – Better than Twitter for Customer Service by Mark Shaw

(Mark Shaw) The delivery of customer care / service has changed a lot over the last few years. 3 years ago if you had an issue with a product or service chances are you either had to write into them, email them or call the dreaded call centre and be left in a black hole for ages. Then Twitter came along and it all changed. People could now use Twitter to tweet your business and complain. Most businesses now have a Twitter presence and most will answer / deal with your issues via Twitter. How well they do is the topic for another blog post.

My Comment: Here it comes… Another social channel for our customers to connect with us. WhatsApp is moving into the customer service social care arena. This interesting article explains why companies need to also be available on this channel. I’ve been asked many times, “Which social channels should we monitor for customer service?” The answer is simple: “The ones where your customers are (trying to) interact with you.”

4 Ways to Build Trust with Customers That Can Transform Your Business by Susan Solovic

(Susan Solovic) Trust may be the single most important foundational element in a business relationship, and with so many business relationships starting from the Internet today, knowing how to build trust with customers and prospects via the digital media is essential for success.

My Comment: Susan Solovic writes a short article with some simple, yet powerful, ideas on trust. You may have heard the old saying: “People want to do business with people they know like and trust.” It’s true. Trust creates confidence, which can lead to a customer coming back and eventually becoming a (coveted) loyal customer.

How Do You Celebrate National Customer Service Week? Here’s How We Do by Pisano

(Pisano) The first week of October was announced as National Customer Service Week in 1992 by President George H. Bush. A business cannot determine how much it is successful by taking the endorsement into consideration. Happy customers make the company successful. That’s why companies develop new strategies to improve customer service. National Service Week is important part of the all customer service sector.

My Comment: Customer Service week was just last week, but that doesn’t mean you should stop focusing on customer service. In case you missed it, check out what our friends at Pisano did to celebrate. And, whether you missed it or not, Customer Service Week doesn’t stop at the end of a week. It’s just a way to celebrate the people who provide amazing customer service throughout the year.

8 Ways to Amplify the WOW Factor in Your Customer Experience by Garin Kilpatrick

(THINK Marketing) A great thing about WOWing your customers is they will often become brand advocates and help promote your business through word of mouth marketing and social media.

My Comment: The best companies amaze their customers with occasional WOWs, but at a minimum, are always being just a little above average. Note the word “always.” Always above average is amazing. Throw in a WOW at the right opportunity… and POW!

BONUS

Retail Branding: The Complete Guide by Retail Vision

(Retail Vision) Here we have pulled together the most useful resources on the web to help you get retail branding right.

My Comment: Branding may not officially fall into the customer service or customer experience (CX) category, but I believe it all ties together. Here a great resource on branding with lots of links to resources and articles.

Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact or www.hyken.com . For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com . Follow on Twitter: @Hyken

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Guest Blog: “Good” vs. “Great”

This week on our Friends on Friday guest blog post my colleague Erica McBride, shares a story that explains why your organization doesn’t want to just be good, you want to be great! – Shep Hyken 

There was a time when ‘good’ was ‘good enough.’ If a customer said we were ‘good,’ we were happy. If, in coaching, we told the advisor they were ‘good,’ we all were happy.

I’m here to tell you – “good’ isn’t good enough. Few companies state their brand as: “We’re good.” It’s about being great, exceptional, the cream of the crop. And frankly, good isn’t enough. Good grades won’t get you into Harvard, good service won’t win JD Power and a “good conversation” isn’t enough for customers.

We have two choices: re-brand what ‘good’ means for our employees or stop using the word ‘good.’

In coaching, how many times do we ask the employee: “How do you think that conversation went” and the answer was “Good.”

What does “good” mean? Did it live up to your brand? Did it delivery legendary customer experience? Or does it simply mean: “not bad”, “average” or “typical.”

When a server comes by and asks “how’s everything today?” my response is typically: “good.” When I check out of a hotel and the desk clerk says “how was your stay,” my response is typically “good.”  Because in most cases, it was the typical definition of “good” – “not bad.”

I’d like to share a story with you from a colleague. For the record, neither her nor I work for Enterprise – she was so impressed with the service, she shares her experience.

I traveled to Victoria, B.C.  and used Enterprise car rental. Enterprise obtained my flight number so they could meet me upon arrival. As soon as my family had retrieved luggage, we proceeded outside where someone said “Lisa Smith?” There was my car rental agent.

As Enterprise does not have a kiosk at the Victoria Airport, they drove us offsite to their office. The young gentleman that took us there was chatty and engaging. We did the necessary paperwork, they upgraded us, asked if we needed help to get around, provided maps, and bottled water and we were off.

Fast forward 4 days later…..

Back to the Enterprise office to return the vehicle. We did the paperwork, paid the bill, and also witnessed a very upset client that did not have a vehicle, there was a mix up in reservations etc. The agents were very helpful to get things sorted out for this woman, but she was very angry. After she left, I commented that she seemed really rude. The agent said “Well, she’s here for a funeral, and we made a mistake, so I can understand why she was upset.” Wow.

Back to my story – As we are finishing our transaction and getting ready to dispatch back to the airport, our agent asked “How did we do?” I responded, “You were good.” Someone from the back piped up and said “Is there anything we could have done to make it great?” (I know this question.)

My husband and I looked at each other. “Actually, when I think back, you had my flight number to pick us up, you upgraded the vehicle, gave us water, maps and advice for our trip, and were friendly and engaging all along the way. There is nothing you could have done to make it great, because it was GREAT.”

So, I ask you: how do you help your team differentiate “good” from “great.” Your team may very well have great conversations that generate promoters – we just need to help our customers see that our service isn’t “good,” it’s “great!”

Erica McBride has enjoyed working with customers for over 30 years. She’s a passionate leader who inspires the will to win with employees and customers by focusing on personalized experiences. In her current role, I focus on helping to build material to support the thousands of employees on the front lines of TD’s businesses who connect with our customers on the phone, via chat, social media platforms and SMS. I challenge you to not fall into the ‘good’ trap – know what is ‘great,’ and what is ‘average’ and clearly communicate those expectations to your employees.  My personal philosophy aligns to Yoda: “Do or do not; there is no try.”

For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com.

Read Shep’s latest Forbes Article: NBA Champion Cleveland Cavaliers Show How to Engage and Fulfill Employees

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WOW Is in the Details

Last week I wrote about the Un-WOW. After a number of comments from our readers, I want to discuss how, when and where you can WOW your customers. I’ve always been concerned with a company that tells me that they want to consistently WOW their customers. Like perfection is not reality, the concept of consistently WOWing customers is a lofty, if not impossible goal to achieve. Let me quickly recap my position on WOW.

Once in a while WOW is achievable. WOW levels of customer service and experience are opportunities that typically fall in our lap in the form of complaints or problems we can resolve – or isolated opportunities to just do something special. So, I typically shy away from using the word WOW. However, the concept of amazement, well that is something else.

Amazement is the consistent and predictable above average experience that a customer receives from a company or employee. And sometimes it’s just a little above average. The key is consistency. Without that, there is no predictability, and that leads to a lack of confidence.

However, there is a place for WOW in the day to day focus on delivering great customer service. Yet, it’s not about above-and-beyond or over-the-top experiences. It’s about the details.

Recently I was hired by a client to speak to their company about customer service. This was an after-dinner talk. It just so happens that the company’s corporate colors were blue and orange. As we were setting up for the presentation, the banquet manager from the hotel asked my client if we would like the overhead lighting to have blue and orange accents. With a resounding yes from my client, the banquet manager asked the A/V people to change the color of the lights, which were controlled by a computer program. Within moments every other row of lights had blue and orange accents.

As the company employees came into the banquet room and sat down, I listened for any response to the colored lights. I didn’t hear any comments, but that doesn’t mean that the effort was wasted. It was just accent lighting. Just a detail. Yet sometimes the WOW is in the details, and that does make a difference.

Just after the speech I had a chance to chat to some of the leadership and several employees. I emphasized the difference between WOW and amazement. I then talked about how details matter. I asked them to look up and notice the lights. I heard a few audible gasps and a few people used the word, “WOW.” None of them noticed the colored lights until I pointed them out. But, once they did… WOW!

So, what details can you enhance to a level where your customers say, “WOW!? Let the story about the accent lighting serve as a metaphor of what’s possible when you mix small, but powerful details with an amazing customer service experience.

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information contact or www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken

(Copyright © MMXVI, Shep Hyken)

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Amazing Business Radio: Doug Sandler

Doug Sandler Shares How Nice Guys Finish First

Shep Hyken speaks with blogger, speaker, DJ, and bestselling author, Doug Sandler. They discuss his book, “Nice Guys Finish First.” Doug shares his expertise about how to provide excellent customer care, and how you can achieve more with customers by being nice. If you want to finish first in customer care, tune into this episode of Amazing Business Radio!

“Caring about my customer is more important than just servicing them.” (on Customer Care vs. Customer Service)” – Doug Sandler

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5 Top Customer Service Articles For the Week of October 3, 2016

Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.

Customer Service Week: Appreciating Clients and Employees Gives You an Edge by Sandra Idossou

(The New Times) Julian works as a cleaner in one of the big institutions in town. Owing to the nature of his work, clients and other employees do not usually meet or deal with him, apart from few security officers of the company.

My Comment: This week is International Customer Service Week. Back in 1984 the International Customer Service Association proclaimed that the first full week of October would be the official dates of this week-long focus on customer service. This is a world-wide celebration and some great people in Rwanda remind us that the celebration is not only for customers, but for employees as well.

Southwest Airlines Puts Its Heart Into The Customer Experience by Stan Phelps

(Purple Goldfish) Two years ago Southwest Airlines launched new branding for the airline. It’s snappier, yet still reflective of a colorful Southwest. One thing stands out. The heart is now more prominent in the branding. Perhaps the biggest and most unique reflection of this is a large heart painted on the underbelly of each plane.

My Comment: If you’ve been following this column you will occasionally see me write about what’s happening on the inside of a company is felt on the outside by the customer. Stan Phelps, the author of the “Goldfish” series of books, shares insights from Southwest airlines. It’s all about creating the right culture!

How the Apple Watch will take this NYC restaurant’s customer service to the next level by Caitlyn McGarry

(Macworld) Danny Meyer is best known as the mastermind behind Shake Shack, the restaurant chain that handily beats In n Out for the best fast food burger in America. (Bold words, yes, and I stand by them.) But he’s also at the forefront of hospitality industry trends, eliminating tipping at most of his restaurants and offering paid parental leave company-wide. Now he’s bringing the Apple Watch into his rebooted Union Square Cafe in Manhattan to level up on customer service in some unexpected ways.

My Comment: Danny Meyer is the successful restaurateur who is known for more than great restaurants, but some of the best customer/guest service on the planet. He’s constantly trying new ideas and pushing the envelope to achieve better experiences for both his employees and guests. Now he turns to wearable technology (the Apple Watch) to take the guest experience to the next level.

15 Reasons Your Customers Don’t Like You (Infographic) by Mary Shulzhenko

(Provide Support) The key to any business success is building trust and establishing strong relationships with customers as those are the main factors that contribute to customer loyalty and generate more sales. Very often though, we unknowingly create barriers that discourage customers from doing business with us, sometimes simply because we don’t realize they exist.

My Comment: Here is a short article and infographic that shares some common sense reasons why customers don’t like to do business with a company. They are obvious – and that is why it surprises me that any business would be guilty of committing these “crimes against the customer.”

4 Smart Tips To Improve Customer Retention at Your Startup by Sheila Eugenio

(Tech.Co) Increasing your customer retention by just 5 % can result in a 25% to 90% increase in profit. After all, 20% of your most loyal customers bring your business 80% of profits. The question is – how do you foster customer retention after all?

My Comment: This short article has four simple ideas that can help any business improve their customer retention; social proof, brand messaging, educating versus selling and building meaningful connections. Every company should do all four!

Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact or www.hyken.com . For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com . Follow on Twitter: @Hyken

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Guest Blog: Stop Wasting Money!

This week on our Friends on Friday guest blog post my colleague from Down Under, Warwick Merry, writes about an experience he had that demonstrates why a business must have the systems and processes in place to take care of new and existing customers. If you cannot take care of the customer, it doesn’t pay to advertise! – Shep Hyken 

So many businesses are hemorrhaging money and they don’t even know it. One of the key places they waste money is on their advertising. 

Each week businesses spend thousands on direct mail, local paper advertising, posters and even local sport sponsorship. Each week, these same businesses refuse to track or even service the business that comes in from this advertising. So save yourself money and stop advertising!

For example, recently we needed some gutter work done on an investment property. Serendipitously we received flyer promoting a local gutter specialist. Let’s just work out the cost of that. 

A quick Google search shows that 5,000 flyers cost about $500 to distribute and about $500 to design and print. So that’s a $1,000 for the minimum run of 5,000 flyers to print and distribute. To pay for that, the business needs to bring in a new customer and a new job that pays $1,000 in PROFIT not just revenue.

Our gutter specialist not only did a direct mail piece; they placed an advertisement in the local paper. But it wasn’t a normal sized advertisement, it was twice as big as everyone else’s. Now they service multiple areas so it is possible that they have this ad in multiple local papers. Their advertising spending continues to grow.

Here is what happened. We called to let them know what we wanted. Putting aside the rough and ready way they answered the phone (“Hullo?”), we said we would be on site for the next three days. The guy said that “I will try to get there and if not I will be in touch.”

It has now been three weeks and we are yet to hear from him. (But they advertised in the paper again this week). So not only is it a waste of money, it is really poor customer service.

Stop wasting your money. If you don’t have the systems and processes in place to deal with the new business your advertising is generating, you are doing yourself more harm than good.

Your systems MUST be ready to accept new customers, discover where they are coming from (so you can track the effectiveness of your marketing) and then be able to service them. With the number of supporting products and services available in the market place today, there is no excuse for poor systems and poor service.

Here is how this experience could have gone.

The number on the advertising could have been for a virtual service. The person answering the phone could have asked for basic job and contact details, how the caller found out about them and then advised that the tradesman would be back in touch within 48 hours (unless it was urgent), typically after 4pm when they finished working in the field.

If they tradesman called within 24 hours, the customer would feel good simply because they called within 24 and not 48 hours. The tradesman could advise that all quotes are done on Fridays and the next available quote slot is this Friday at 2pm (or whenever). They book a quote time and then start the process.

This whole process not only makes it easy for the customer, it also helps set their expectation for the service they will be receiving. Their customer service experience has not been left to chance.

Michael Gerber said, “The systems run the business and the team run the systems.” This is particularly important for solo business operators like tradesmen and entrepreneurs.

So look at what you are doing. Are you wasting money on advertising because you are not set up to actually take on the new business? Are you annoying people with bad service that you can easily avoid? Put your systems in place and make your success happen.

Whatever you do, stop wasting money!

With a warm, witty and wonderfully entertaining style, Warwick Merry brings creative energy to events. Every presentation is an opportunity to share his enthusiasm for Getting More Success in our professional and personal lives.   A strong corporate background blended with his wide ranging talents in a broad spectrum of genre, enables Warwick to bring real value to his audience.

For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com.

Read Shep’s latest Forbes Article: Ten Rookie Customer Service Mistakes And How To Avoid Them

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Sometimes It’s Not About the WOW! It’s About the Un-WOW!

QUICK REMINDER: Don’t forget about National Customer Service Week, October 3-7, 2016. For more information about the week check out these resources.

Everyone wants to WOW their customers. They think that customer delight comes from going above-and-beyond or delivering an over-the-top customer service experience. I’ve always preached that the most amazing companies will occasionally deliver the above-and-beyond customer experience. But it is usually isolated incidents when a customer’s expectations are exceeded, when an employee properly handles a problem or complaint. So, what about the rest of the time? Those amazing companies aren’t amazing because of the way they handle problems. They are amazing because day-in and day-out they are consistently and predictably above average. Just a little above average, all-of-the time, and that is why their customers say, “That company is amazing!”

Well, I’m not here to preach about WOWing your customers or being consistently above average. This is about the un-WOW. More accurately, it is about avoiding the un-WOW, which may actually be one of the biggest contributors to a positive customer experience.

I recently spent some time in a special program at High Point University. Part of our time at HPU was spent outside of the classroom, touring the campus and talking with employees. We met a number of amazing people, and one of them was Troy Thompson. I asked Troy what he did and he said, “I manage the un-WOW.”

Upon further discussion he explained that his job was to eliminate anything that would take away from the extraordinary experience that the students have at HPU. He shared several examples. In the cafeteria and restaurants he would make sure that tables were quickly cleaned after students ate, so that other students wouldn’t have to wait for a clean table or be forced to sit at a dirty table. Or, maybe it’s just picking up a piece of trash off of the ground, so it doesn’t detract from the beauty of the campus. And my favorite example is the one he mentioned about how the plates at the salad bar should never be warm. Warm plates that are just taken out of the dishwasher don’t need be used at the salad bar. Find room temperature or, even better, chilled plates to use at the salad bar. As Troy Thompson said, he was in charge of managing – or should I say eliminating – the un-WOW.

Ask yourself an important question: Is there anything that your customers might notice that would negatively impact their experience with you or your organization?

It could be a small detail, such as trash on the ground or dirty restrooms. Or it can be something of greater importance, such as putting customers on hold for too long or having slow response times. Metaphorically speaking, what is your version of the warm salad plate?

So, a good way to describe what managing the un-Wow is would be to say… Avoid anything that would take away from the usual, hopefully positive, experience that your customers expect from you.

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information contact or www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken

(Copyright © MMXVI, Shep Hyken)

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Amazing Business Radio: Dr. Michael LeBoeuf

 Dr. Michael LeBoeuf on

How to Win Customers and Keep Them for Life

Shep Hyken speaks with the author of one of his favorite customer service books, professor, speaker and world famous author Dr. Michael LeBoeuf. They discuss his timeless classic that was well ahead of its time titled, “How to Win Customers and Keep Them for Life.” Dr. LeBoeuf was a pioneer of his industry, who was discussing the customer experience well before it was a trend. He shares expert advice on how to not only gain a customer, but how to gain that customer’s loyalty. In this episode of Amazing Business Radio, you’ll hear Dr. LeBoeuf share stories and ideas on how to win over your customers and keep them forever.

“Making a sale makes money, keeping a customer makes a lot of money.” – Dr. Michael LeBoeuf

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5 Top Customer Service Articles For the Week of September 26, 2016

Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.

Contact Center Satisfaction Negatively Impacting the Customer Experience by Andrew Burger

(Telecompetitor) Contact center satisfaction has worsened over the last two years despite investments in new customer engagement channels, according to new market research released by BoldChat. Furthermore, there’s a wide, global gap in perceptions of customer service quality between contact center managers and customers, according to BoldChat’s study, which was carried out by LogMeIn and Ovum.

My Comment: The contact center can be the focus of how a customer rates a company’s customer service. It used to be the main mode of contact was with the phone. Now, there are multiple channels for the customer to use to connect to a company. It’s more important than ever to manage all of these channels with a consistent CX. Anything less than a consistent experience erodes confidence and eventually sales. This article is a great “state of the industry” for what is happening in the contact and support center industry.

Agencies Turning to ‘Customer Journey Maps’ to Tackle Service Woes by Nicole Ogrysko

(Federal News Radio) As agencies begin to pay greater attention to customer service, more organizations are developing customer experience “journey maps” to help them better understand and respond to their constituents.

My Comment: When a client asks us to help them create a better customer experience, the first thing we do is ask if they have journey mapped the typical customer experience – and sometimes that’s multiple maps for different types of customers or different customer situations. If they haven’t, it’s time to go to work. Knowing the points and interactions in a typical customer’s journey allows you to capitalize on opportunities, eliminate and mitigate friction points and more. This article includes some good ideas and a couple of great mini-case studies that emphasize the power of the customer journey map.

Make a Mouse: The Power of a Culture of Customer Experience Excellence by Joseph Michelli

(Joseph’s Blog) I’ve often said anyone can create a mouse. All you have to do is put a copious quantity of food and cloth scraps on your floor and, over time, a mouse will appear. The same can be said for great service cultures. Leaders are responsible for “creating the right environment” for world-class customer experiences to occur. Take Starbucks as an example.

My Comment: Joseph Michelli is one of the top authors in the field of customer service and experience. In this article he shares a Starbucks story (He wrote the book The Starbucks Experience.) that shows how sometimes different stores and different employees are inconsistent with the company’s culture. More impressive is how Starbucks handled the situation. A great example we can all learn from.

Are you serving your customers or smothering them? by Benjamin Noble

(New Voice Media) Do you have a positive relationship with your customers or are you smothering them? Four reasons customers may want to dump your clingy business.

My Comment: The opening line in this article is: The customer/company relationship is just that, a relationship. So, just like any relationship – both personal and business – there are a few things you should consider. Drawing some parallels between personal relationships and customer relationships, this article highlights several ways that companies “smother” their customers. A quick – and fun – read.

Does Good Customer Service Matter for the Price Sensitive Customer? by Lia Winograd 

(Conversocial) The stats are loud and clear, and we’ve heard them over and over again: the cost for bad customer service is high. “78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience”, according to American Express. It also takes “12 positive experiences to make up for one unresolved negative experience”, says Ruby Newell-Legner. However, my experience flying an airline this past month made me seriously question these claims.

My Comment: I just wrote an article about customers who focus on low prices are loyal to the low price and not the business. However, this compelling article sheds some light on the mindset of a customer who is sensitive to price yet also wants good service. You’ll find some solid ideas here with some good examples to back them up.

Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact or www.hyken.com . For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com . Follow on Twitter: @Hyken 

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Guest Blog: How to Create Customer Loyalty in the Healthcare Space

This week on our Friends on Friday guest blog post my colleague, Brie Tascione, writes about the importance of improving the customer experience in the healthcare industry to improve loyalty and reduce frustration. Any service industry today must keep up with the technological advances when communicating with their customers. – Shep Hyken

Digitally native millennials are quickly becoming the largest base of healthcare consumers, yet they are consistently left frustrated and underwhelmed by disjointed communications, paper-based systems, and inefficient processes that can run rampant across critical healthcare journeys. The seamless, digital experiences they have come to know and expect from consumer focused brands are rarely found when signing up for health insurance or paying a medical bill. On the other side, providers and payers alike have struggled mightily with adjusting to the rapidly shifting healthcare landscape and the various options consumers now have thanks to a rise of new players looking to unseat incumbents and and transform the consumer experience. The battle lines in healthcare have been drawn and the eventual victors understand that creating seamless experiences and close relationships with their customers, members, and patients is a difficult but critical choice.

Established healthcare companies including Independence Blue Cross, BlueCross BlueShield of South Carolina, and Blue Cross Blue Shield of Massachusetts serve as prime examples of incumbent healthcare businesses deciding to innovate and re-think customer experience. Health insurance providers know all too well that engaged, educated members are almost always healthier (and less expensive); consequently, they have sought to bridge this gap between great experience and lasting loyalty through a better means of customer communication, one that is focused on delivering personalized, critical, and secure health related information and resources. Armed with a lasting, digital connection to their healthcare customers, companies can leverage new technologies and solutions to deliver a stream of interactive, timely messages and tools to each connected customer in their own private and HIPAA-compliant space.  Instead of trying to manage their health across apps, emails, postmail, and portals, members can have a unified, secured, and personalized space where they could see and take action on a variety of critical healthcare communications.

In order to stay ahead of the competition, companies should think of historically frustrating or expensive customer experiences as opportunities to create lasting, loyal customers. “The healthcare industry – like most service-based industries – is facing an engagement challenge,” said Paul Raden, chief experience officer at Relay Network, a technology firm helping businesses get better connected to their customers. “Even more so for incumbents in the industry, it’s not easy reaching consumers with information today, even when that information is critical. Companies that have been around for a long time are realizing they can and must address the issue of customer experience to stay ahead.” The best approach to this challenge starts by helping companies establish a more meaningful connection with each and every member up front.

Health insurers are discovering a new way to digitally engage with their members around critical communications on topics such as diabetes screenings, treatment adherence, preventative care, and cost estimator tools. In addition to cutting administrative costs and increasing their mobile footprint, these Blue Plans are becoming digitally driven, building great customer experiences and patient outcomes, while rapidly differentiating themselves in an uber competitive healthcare market.  Massive shifts in the realm of healthcare customer service and loyalty won’t happen overnight. Nevertheless, the tide is turning as thought leaders in the industry are experimenting with innovations like cognitive computing, telemedicine, or wearable devices to rethink the consumer healthcare experience from beginning to end. Fortunately, it’s more than possible for established, large companies to combine empathy and appropriate technology to change the trajectory of their healthcare business through enhanced customer experience and loyalty.

Brie Tascione is the CMO of Relay Network, an award-winning technology company that connects businesses and customers on their own space for secure messaging. Brie is a seasoned marketing executive with experience in branding and advertising, new business development, market research, corporate communications and investor relations. You can follow Brie via or Twitter

For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com .

Read Shep’s latest Forbes Article: Back To School At High Point University: Five Business Lessons Taught By Dr. Nido Qubein

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