Shep Hyken's Blog, page 39
August 4, 2023
Guest Post: Leveraging Security to Elevate Customer Experience
This week, we feature an article by Srushti Shah, a digital marketer focused on effectively helping her clients and customers achieve their desired results. She writes about how artificial intelligence and machine learning technology can help businesses automate processes and put more focus on delivering amazing customer experiences.
How businesses approach security has changed significantly over the last few years. Whilst in the past, an effective security system may have been composed of only physical locking systems and CCTV cameras, modern organizations must contend with sophisticated threats designed to wreak havoc across both physical and digital systems.
In 2022 alone, over 422 million US citizens were impacted by some form of data breach resulting in their personal information being exposed to malicious actors. The increasing frequency of these events has led to around 50% of consumers voicing concerns regarding data security, with 88% claiming to avoid using services that they don’t trust with their data.
Of course, poor data security leads to significant physical security risks as so many modern systems rely on digital communications to function effectively. Meaning to protect consumers and provide a great customer experience, businesses must consider both practices equally. To achieve this, proactive brands are leveraging security to elevate the customer experience.
Touchless access control
Perhaps the most obvious example of modern technology designed to both improve security and elevate the customer experience is the advent of touchless access control. Business access control systems are an essential aspect of property security for all organizations tied to a physical location, allowing internal teams to secure their premises from unauthorized entry.
Traditional forms of access control, such as physical lock and key systems, intercoms, or PIN code readers, can be cumbersome to use and relatively insecure, as keys can be easily lost, intruders can mask their identities, and PIN codes can be stolen, potentially leading to issues with customers. Touchless systems, however, offer a secure and seamless user experience.
For businesses with membership programs such as gyms, coworking spaces, social clubs, and leisure centers, mobile credential access systems can provide an unmatched customer experience. Members are issued unique digital credentials directly to their own smartphones, which, when held in proximity to an installed access reader, will grant users property access.
This seamless approach to property security allows customers to access facilities freely and can be integrated with scheduling systems enabling consumers to book appointments at any time. Additionally, customers will no longer need to interact with high-touch surfaces that can increase the spread of germs and illness, a concern that over 80% of American adults share.
E-commerce cybersecurity
E-commerce sales have been steadily increasing for several years, with recently published data suggesting almost 21% of all retail purchases are expected to take place online during 2023. This significant rise in e-commerce retail has seen many businesses shift their focus towards online stores and services, though many may not be prepared to achieve this safely.
Whilst modern physical and cybersecurity practices are becoming increasingly converged, that’s not to say that businesses can approach securing customer data within an online store in the same way that they would in a physical space. Sophisticated cybercriminals constantly develop new ways to steal data and hack systems, so proactive defenses must be in place.
Primarily, online retailers should prioritize the implementation of multi-factor authentication (MFA) to secure customer accounts from external threats. A typical MFA policy will require customers to input a traditional password when logging into their accounts, and a second form of authentication sent via SMS or email to verify the user’s identity on another device.
Experts suggest that a well-implemented MFA policy can prevent up to 99.9% of common cyber attacks, ensuring that sensitive customer data remains inaccessible to cybercriminals and demonstrating to users that the business is dedicated to protecting their information. In addition, MFA policies can be equally applied to an organization’s physical security systems to help teams achieve security convergence, protecting both physical and online customers.
AI security integrations
Finally, businesses can dramatically improve existing security systems and elevate customer experience by utilizing modern AI software solutions to automate essential processes. AI and machine learning programs are designed to identify anomalous events and suspicious behavior automatically, allowing security teams to develop intelligent incident responses.
This technology can be used in numerous ways, from autonomous video security cameras programmed to immediately sound alarms if contraband items are detected to AI-informed cybersecurity systems configured to alert staff of suspicious login attempts. Essentially, AI integrations allow human teams to focus their attention on matters of immediate importance.
Utilizing AI software integrations can elevate the customer experience across both physical and digital environments by reducing the workload shouldered by security, IT, and customer service teams, enabling employees to dedicate more time to addressing customer concerns.
The benefits of adopting AI-informed security and wider logistics management systems can be observed across most major industries. In fact, research published by IBM indicates 35% of companies are currently using AI to enhance their operations, and an additional 42% are exploring the use of AI for future developments, suggesting this technology will only improve.
Summary
As consumer habits continue to change and commercial organizations pivot further towards digital technologies and converged systems, business leaders, security personnel and IT teams must adjust their approach to business security to both protect consumers and offer a more streamlined customer experience. By ensuring customers can safely and efficiently access physical and digital assets, businesses demonstrate a commitment to their audience.
Through the development of seamless physical access control systems, brick-and-mortar businesses can reliably protect customers in a secure and non-intrusive manner. Whilst the development and implementation of advanced cybersecurity protections designed to secure sensitive customer data in online stores will foster a sense of trust with virtual consumers.
Additionally, investing in modern AI and machine learning technologies will help businesses to automate a number of essential processes to protect customers better and provide staff with more time to focus on providing high-quality customer service. Essentially, by taking the time to develop these ideas, brands can leverage security to elevate customer experience.
Srushti Shah is an ambitious, passionate, and out-of-the-box thinking woman having a vast exposure in Digital Marketing. Her key focus is to serve her clients with the latest innovation in her field, leading to fast and effective results.
For more articles from Shep Hyken and his guest contributors, go to customerserviceblog.com.
Read Shep’s latest Forbes article: ChatGPT: Concerns, Fears And Opportunities
How businesses approach security has changed significantly over the last few years. Whilst in the past, an effective security system may have been composed of only physical locking systems and CCTV cameras, modern organizations must contend with sophisticated threats designed to wreak havoc across both physical and digital systems.
In 2022 alone, over 422 million US citizens were impacted by some form of data breach resulting in their personal information being exposed to malicious actors. The increasing frequency of these events has led to around 50% of consumers voicing concerns regarding data security, with 88% claiming to avoid using services that they don’t trust with their data.
Of course, poor data security leads to significant physical security risks as so many modern systems rely on digital communications to function effectively. Meaning to protect consumers and provide a great customer experience, businesses must consider both practices equally. To achieve this, proactive brands are leveraging security to elevate the customer experience.
Touchless access control
Perhaps the most obvious example of modern technology designed to both improve security and elevate the customer experience is the advent of touchless access control. Business access control systems are an essential aspect of property security for all organizations tied to a physical location, allowing internal teams to secure their premises from unauthorized entry.
Traditional forms of access control, such as physical lock and key systems, intercoms, or PIN code readers, can be cumbersome to use and relatively insecure, as keys can be easily lost, intruders can mask their identities, and PIN codes can be stolen, potentially leading to issues with customers. Touchless systems, however, offer a secure and seamless user experience.
For businesses with membership programs such as gyms, coworking spaces, social clubs, and leisure centers, mobile credential access systems can provide an unmatched customer experience. Members are issued unique digital credentials directly to their own smartphones, which, when held in proximity to an installed access reader, will grant users property access.
This seamless approach to property security allows customers to access facilities freely and can be integrated with scheduling systems enabling consumers to book appointments at any time. Additionally, customers will no longer need to interact with high-touch surfaces that can increase the spread of germs and illness, a concern that over 80% of American adults share.
E-commerce cybersecurity
E-commerce sales have been steadily increasing for several years, with recently published data suggesting almost 21% of all retail purchases are expected to take place online during 2023. This significant rise in e-commerce retail has seen many businesses shift their focus towards online stores and services, though many may not be prepared to achieve this safely.
Whilst modern physical and cybersecurity practices are becoming increasingly converged, that’s not to say that businesses can approach securing customer data within an online store in the same way that they would in a physical space. Sophisticated cybercriminals constantly develop new ways to steal data and hack systems, so proactive defenses must be in place.
Primarily, online retailers should prioritize the implementation of multi-factor authentication (MFA) to secure customer accounts from external threats. A typical MFA policy will require customers to input a traditional password when logging into their accounts, and a second form of authentication sent via SMS or email to verify the user’s identity on another device.
Experts suggest that a well-implemented MFA policy can prevent up to 99.9% of common cyber attacks, ensuring that sensitive customer data remains inaccessible to cybercriminals and demonstrating to users that the business is dedicated to protecting their information. In addition, MFA policies can be equally applied to an organization’s physical security systems to help teams achieve security convergence, protecting both physical and online customers.
AI security integrations
Finally, businesses can dramatically improve existing security systems and elevate customer experience by utilizing modern AI software solutions to automate essential processes. AI and machine learning programs are designed to identify anomalous events and suspicious behavior automatically, allowing security teams to develop intelligent incident responses.
This technology can be used in numerous ways, from autonomous video security cameras programmed to immediately sound alarms if contraband items are detected to AI-informed cybersecurity systems configured to alert staff of suspicious login attempts. Essentially, AI integrations allow human teams to focus their attention on matters of immediate importance.
Utilizing AI software integrations can elevate the customer experience across both physical and digital environments by reducing the workload shouldered by security, IT, and customer service teams, enabling employees to dedicate more time to addressing customer concerns.
The benefits of adopting AI-informed security and wider logistics management systems can be observed across most major industries. In fact, research published by IBM indicates 35% of companies are currently using AI to enhance their operations, and an additional 42% are exploring the use of AI for future developments, suggesting this technology will only improve.
Summary
As consumer habits continue to change and commercial organizations pivot further towards digital technologies and converged systems, business leaders, security personnel and IT teams must adjust their approach to business security to both protect consumers and offer a more streamlined customer experience. By ensuring customers can safely and efficiently access physical and digital assets, businesses demonstrate a commitment to their audience.
Through the development of seamless physical access control systems, brick-and-mortar businesses can reliably protect customers in a secure and non-intrusive manner. Whilst the development and implementation of advanced cybersecurity protections designed to secure sensitive customer data in online stores will foster a sense of trust with virtual consumers.
Additionally, investing in modern AI and machine learning technologies will help businesses to automate a number of essential processes to protect customers better and provide staff with more time to focus on providing high-quality customer service. Essentially, by taking the time to develop these ideas, brands can leverage security to elevate customer experience.
Srushti Shah is an ambitious, passionate, and out-of-the-box thinking woman having a vast exposure in Digital Marketing. Her key focus is to serve her clients with the latest innovation in her field, leading to fast and effective results.
For more articles from Shep Hyken and his guest contributors, go to customerserviceblog.com.
Read Shep’s latest Forbes article: ChatGPT: Concerns, Fears And Opportunities
August 1, 2023
The Perfect Way To Impress Your Customers
We have the privilege and honor of working with some amazing clients. One of them asked us to work with her team on a customer experience initiative that included every company employee. One of the regular assignments for their employees is to share examples of how they created a Moment of Magic® for a customer or colleague. They do short write-ups and share them with their managers. Here is a great example of the power of this exercise and impress your customers. The client is a travel company and had a VIP client that had worked with them for more than 20 years. His agent, Katie, referred to as a relationship manager, made a hotel reservation for a trip to Europe to work on a very important court case.
Katie decided to surprise him with a unique gift that she knew would have more impact than a bottle of champagne or a bottle of wine, which is the typical room gift her agency sent her VIP clients. Instead, she arranged for a pair of boxing gloves to be placed in his hotel room when he arrived with a note saying, “Knock them out!”
The client wrote Katie a thank-you note:
I had a busy day, as you would expect, but this is the most thoughtful and creative present I have ever received. And after a long day, I can’t stop laughing. They (the gloves) are going in a glass box and will be kept in my house with your card, so I can look at them every time I have a fight on my hands. Katie, you have no idea how this made me feel. Thank you!
Wow! The client referred to this as “the most thoughtful and creative present” he had ever received!
There are several lessons here:
Surprise Appreciation – It’s nice to surprise a customer with a gift for the right reason. It doesn’t have to be extravagant, but it needs to show you care. It just has to be unexpected, appreciated, and memorable.
Make it Unique – It’s customary for travel agencies to send clients a surprise welcome gift in their hotel room. It’s usually a box of chocolates, a bottle of wine or something the hotel can provide. This gift was unique and, at the same time, very appropriate. It’s doubtful that Katie will send a pair of boxing gloves to a client again – unless there is a perfect reason to do so.
The Note Is Important – Katia’s note was just three words, but they were the right three words. It proves Katie was listening to her customer. That’s why her title is “relationship manager.”
Gifts don’t have to be extravagant to impress. They have to be appropriate and meaningful. If you want to learn more about how to properly gift your customers, read this article about my friend John Ruhlin and his book Giftology.
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
July 31, 2023
The Role of Human Interaction in a Digital-First World with Tom Martin
Top Takeaways:
In the age of advanced technology, it’s crucial for businesses to prioritize the overall customer experience. While chatbots and digital solutions are valuable, human-to-human interactions still plays a vital role, especially when technology falls short.
Understanding and predicting customer needs are key to effective customer engagement. By analyzing their data and journey, businesses can provide tailored assistance “in the moment”. This not only solves customers’ problems efficiently but also strengthens the relationship.
Provide seamless connections between various communication channels, including chatbots, apps, phone calls, and emails. The goal is to create an effortless customer experience, removing friction and allowing them to interact with the company through their preferred channels.
Customer interaction often spans multiple departments or silos within a company. It is important for leadership and management to know that the customer doesn’t care about silos and what is happening in the background. The only thing that they care about is that they have a great experience with you – and when they do, they reward you with more business.
Repetition is unnecessary friction in delivering a seamless customer support. Customers dislike having to repeat themselves or go through verification processes multiple times. Companies should strive to streamline their support systems so that customers can connect easily and quickly without unnecessary steps or frustrations.
When offering digital support systems, enable customers to reach a real person whenever needed. Use AI to provide contextual information to the agent as the conversation is happening. When AI pulls information from the customer’s history or a knowledge base, support agents are empowered to have better interactions and efficiently provide the best solution.
Plus, Shep and Tom talk about “wallet share” and how providing an amazing experience can help companies gain trust and become the go-to provider for all of their customers’ needs. Tune in!
Quotes:
How can companies effectively engage customers through various channels?
How can understanding customer data and their journey optimize engagement?
What are the benefits of predicting and personalizing customer assistance?
How can technology be used to support customer experience?
What is wallet share?
In the age of advanced technology, it’s crucial for businesses to prioritize the overall customer experience. While chatbots and digital solutions are valuable, human-to-human interactions still plays a vital role, especially when technology falls short.
Understanding and predicting customer needs are key to effective customer engagement. By analyzing their data and journey, businesses can provide tailored assistance “in the moment”. This not only solves customers’ problems efficiently but also strengthens the relationship.
Provide seamless connections between various communication channels, including chatbots, apps, phone calls, and emails. The goal is to create an effortless customer experience, removing friction and allowing them to interact with the company through their preferred channels.
Customer interaction often spans multiple departments or silos within a company. It is important for leadership and management to know that the customer doesn’t care about silos and what is happening in the background. The only thing that they care about is that they have a great experience with you – and when they do, they reward you with more business.
Repetition is unnecessary friction in delivering a seamless customer support. Customers dislike having to repeat themselves or go through verification processes multiple times. Companies should strive to streamline their support systems so that customers can connect easily and quickly without unnecessary steps or frustrations.
When offering digital support systems, enable customers to reach a real person whenever needed. Use AI to provide contextual information to the agent as the conversation is happening. When AI pulls information from the customer’s history or a knowledge base, support agents are empowered to have better interactions and efficiently provide the best solution.
Plus, Shep and Tom talk about “wallet share” and how providing an amazing experience can help companies gain trust and become the go-to provider for all of their customers’ needs. Tune in!
Quotes:
“Different channels allow you to communicate with a business, and each one can serve a very specific purpose. All of these need to work together so that the customer experience isn’t disrupted and there is no unnecessary friction to get from one channel to the next.”
“Acquiring new customers requires more time and money than growing with an existing customer base.”
“When we talk about selling a product or a service, we are really talking about competing on experience. It all is about providing an effortless experience and removing friction from your customers.”
About:
Tom Martin is CEO at Glance, a software company focused on the enterprise space, helping businesses connect with their customers inside of a digital journey to bring in the human connection in moments of need. He is a CX contact center strategist, product lifecycle expert, and partnership builder.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.
This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:
How can companies effectively engage customers through various channels?
How can understanding customer data and their journey optimize engagement?
What are the benefits of predicting and personalizing customer assistance?
How can technology be used to support customer experience?
What is wallet share?
Top 5 Customer Service & CX Articles for the Week of July 31, 2023
Each week, I read many customer service and customer experience articles from various 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.
12 Steps To Turn Customer Complaints Into Positive Experiences by Young Entrepreneur Council
(Forbes) By actively listening to the customer’s concerns, businesses can demonstrate empathy, foster trust and find effective solutions that resolve the issue at hand and encourage that person to keep coming back. To that end, Young Entrepreneur Council members share a few key actions you can take to address negative feedback and create a positive outcome for the customer—and ultimately, your business.
My Comment: I’m always quick to pick up an article that covers how to handle customer complaints. The Forbes YEC has shared twelve ideas on how to handle complaints. I can agree with most. There are some great ideas. Remember this. When managing a customer complaint, you’re not just trying to solve the problem. You’re trying to restore the customer’s confidence to continue doing business with you.
Embrace Multi-Sensory Customer Experience, Just Like Corona Does by Justin Racine
(CMSWire) Embrace the power of multi-sensory customer engagement, and let your brand journey take your customers on an unforgettable exploration, forging a lasting and meaningful connection. The future of customer experience is here, and it’s a multi-sensory approach to better service your customers.
My Comment: If you like beer, you will love this article. The author uses Corona as an example of what he refers to as “multi-sensory customer experience.” The Corona and lime example serves as an excellent metaphor to show how almost any business can consider this type of CX.
7 Things I’ve Learnt Since Launching the Business of Customer Love Podcast by Simeon Atkins
(Mention Me) Just because I have a loyalty card for the local coffee shop, doesn’t mean I wouldn’t drop them for a new one that’s just opened up down the road which has an even more appealing offer to entice me. True customer loyalty means your customers have built such a deep, emotional connection with your brand that they stay with you through thick and thin.
My Comment: This is a fun article. The author, Simeon Atkins, has a podcast, The Business of Customer Love, and he’s sharing the top seven lessons he learned from his guests. I’m honored he included a lesson from his interview with me. Beyond that, there are six more from some excellent guests.
Customer Centricity: Benefits and Implementation Tips by Fabyio Villegas
(QuestionPro) Today, companies in every industry face a battle for customer loyalty. This is no longer just about price, promotions and quality; experience also plays an important role. This is why organizations have implemented an approach called customer centricity.
My Comment: What is customer centricity? There are many definitions. They all point to the same idea, which is to create an experience that gets the customer to come back. This article defines customer centricity as “a business strategy based on putting the customer first and at the center of the business to deliver a positive customer experience and build long-term relationships.” That’s a great start. Read more to learn more!
Top 22 Benefits of Chatbots for Businesses and Customers by Gianna Maderis
(Zendesk) According to the Zendesk Customer Experience Trends Report 2023, 72 percent of business leaders said expanding AI and chatbots across the customer experience is their priority over the next 12 months. Bots and chatbots have been around for decades—but with the recent advancements in AI, the benefits of AI chatbots have become more apparent to businesses and customers alike.
My Comment: AI and ChatGPT are very hot topics. I’ve written numerous articles and now have a speech on how these technologies are impacting CX. This article lists many great ways to take advantage of the technology. I’m sure you’ll discover something you haven’t thought about before.
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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12 Steps To Turn Customer Complaints Into Positive Experiences by Young Entrepreneur Council
(Forbes) By actively listening to the customer’s concerns, businesses can demonstrate empathy, foster trust and find effective solutions that resolve the issue at hand and encourage that person to keep coming back. To that end, Young Entrepreneur Council members share a few key actions you can take to address negative feedback and create a positive outcome for the customer—and ultimately, your business.
My Comment: I’m always quick to pick up an article that covers how to handle customer complaints. The Forbes YEC has shared twelve ideas on how to handle complaints. I can agree with most. There are some great ideas. Remember this. When managing a customer complaint, you’re not just trying to solve the problem. You’re trying to restore the customer’s confidence to continue doing business with you.
Embrace Multi-Sensory Customer Experience, Just Like Corona Does by Justin Racine
(CMSWire) Embrace the power of multi-sensory customer engagement, and let your brand journey take your customers on an unforgettable exploration, forging a lasting and meaningful connection. The future of customer experience is here, and it’s a multi-sensory approach to better service your customers.
My Comment: If you like beer, you will love this article. The author uses Corona as an example of what he refers to as “multi-sensory customer experience.” The Corona and lime example serves as an excellent metaphor to show how almost any business can consider this type of CX.
7 Things I’ve Learnt Since Launching the Business of Customer Love Podcast by Simeon Atkins
(Mention Me) Just because I have a loyalty card for the local coffee shop, doesn’t mean I wouldn’t drop them for a new one that’s just opened up down the road which has an even more appealing offer to entice me. True customer loyalty means your customers have built such a deep, emotional connection with your brand that they stay with you through thick and thin.
My Comment: This is a fun article. The author, Simeon Atkins, has a podcast, The Business of Customer Love, and he’s sharing the top seven lessons he learned from his guests. I’m honored he included a lesson from his interview with me. Beyond that, there are six more from some excellent guests.
Customer Centricity: Benefits and Implementation Tips by Fabyio Villegas
(QuestionPro) Today, companies in every industry face a battle for customer loyalty. This is no longer just about price, promotions and quality; experience also plays an important role. This is why organizations have implemented an approach called customer centricity.
My Comment: What is customer centricity? There are many definitions. They all point to the same idea, which is to create an experience that gets the customer to come back. This article defines customer centricity as “a business strategy based on putting the customer first and at the center of the business to deliver a positive customer experience and build long-term relationships.” That’s a great start. Read more to learn more!
Top 22 Benefits of Chatbots for Businesses and Customers by Gianna Maderis
(Zendesk) According to the Zendesk Customer Experience Trends Report 2023, 72 percent of business leaders said expanding AI and chatbots across the customer experience is their priority over the next 12 months. Bots and chatbots have been around for decades—but with the recent advancements in AI, the benefits of AI chatbots have become more apparent to businesses and customers alike.
My Comment: AI and ChatGPT are very hot topics. I’ve written numerous articles and now have a speech on how these technologies are impacting CX. This article lists many great ways to take advantage of the technology. I’m sure you’ll discover something you haven’t thought about before.
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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July 28, 2023
Guest Post: What Is Social Proof and Why Is It Important in Boosting Customer Trust
This week, we feature an article by Jessica Collier, VP of Growth Marketing at Assembly Software. She shares what social proof is and how it nurtures credibility, builds trust, and increases profitability.
Social proof is a psychological phenomenon marketing teams can use to nurture brand credibility and trust. It is founded on a simple idea: when we are unsure what to do in a given situation, we look for clues in other people’s choices and—in many cases—will copy them.
This insight underpins so much of modern marketing. The last time you browsed for a product or service online, the chances are you encountered social proof marketing. And, quite possibly, you were influenced by it—even if only subconsciously.
So what is social proof? And how can it boost customer trust in your brand? We’ll consider these questions before exploring a few forms social proof can take.
What is social proof?
According to social proof theory, people take cues from others to guide their own choices and behavior. It manifests across our lives and society—from how we greet each other to how we respond to comedy.
The idea has been highly consequential in marketing. Suppose consumers are uncertain about a purchasing decision. In that case, they are susceptible to social influence: noticing what others have done—then, quite possibly, emulating it. Social proof marketing is about providing customers with those clues.
We are bombarded with choices as consumers in today’s world. Selecting between products can often be confusing. Whether buying a new fridge for our home or an office system with VoIP phones, we want to reach a safe and informed decision.
Any number of concerns may be playing on a customer’s mind.
Is the business or brand trustworthy?
Is the product as good as it claims to be?
Even if the product is that great, is it right for my specific needs?
Of course, your business can try to address these questions in its own terms all day long. But, according to social proof theory, a different approach may also be needed. What people really need is reassurance from other customers—a different type of evidence.
Consumers want to reduce their uncertainty—and lessen the risk. That’s why customers often scroll quickly down to the reviews of service. Or want to know about other businesses using a particular SaaS product they’re considering.
Social proof in marketing is about providing reassurance—evidence and information demonstrating other people (or businesses) successfully using your brand.
How can you use social proof?
Here are some of the many ways to build social proof into your marketing.
Show customer satisfaction
Customer reviews are the most ubiquitous example of social proof. They demonstrate positive experiences (hopefully!) people have had with your product. Reviewers are also likely to refer to additional details or benefits—contributing to a richer, fuller cumulative product profile.
As well as your own website, build a presence on other websites or forums that collect user reviews in your niche. Aim to provide potential customers with a range of sources to draw on—corroborating the positives you have outlined. Thus, encourage people to leave excellent reviews on an appropriate range of forums (e.g., Trustpilot) and link to these.
Indicate credibility
Your brand can leverage other relationships, existing customer loyalty, and achievements to nurture a sense of credibility and expertise.
For example, consider displaying the logos of firms who already use your product (e.g., “Trusted by some of the biggest names”). That can reassure customers browsing your website. Those other companies clearly think the product is good enough. And if it works for them…
Draw attention to any awards the brand has achieved. Whoever granted the award—whether experts, users, or peers—clearly valued your product. Again, that’s an encouraging sign for potential customers.
Use case studies
Case studies can provide nuance and perspective—less a review and more of a narrative, explaining the customer’s experience using your product.
Try to give contextual reassurance to people considering your brand. For example, if selling personal injury software, potential customers will have extensive questions. Will the product work in my setting? Does it offer the features I need? Will the software be easy to implement? A case study can help address these (e.g., “Take a look at our success stories”).
The details will vary depending on your industry sector. How long should it be? What format? (Video is always popular!) Strive to give the customer’s direct, first-hand voice. That will be more authentic and reassuring. Indeed, it is the essence of social proof.
Strong client relationships will make case studies easier to produce. Know your customers and nurture their goodwill. Happy, understood customers are more likely to invest time in providing a positive case study—and other forms of social proof (e.g., referrals and reviews).
Indicate popularity
Popularity can endow an instinctive social proof upon a product. Thus, if one of yours has been a long-time market leader, shout about it in your marketing!
Some brands include more precise, real-time statistics like these to signpost popularity.
“63 purchased in the last 24 hours.”
“Over 1,000 businesses have made an sg domain registration with us in the past year alone.”
“Only 3 spaces remaining.”
“Trending”
As well as leveraging social proof, this can leave the consumer keen not to miss out on a potentially good deal.
Endorsement from influencers
Get brand exposure on podcasts, channels, or blogs of key influencers in your sector. It needn’t be the biggest celebrities: micro-influencers are a very effective route. That becomes a social proof for the people who engage with that influencer and introduce your brand to a new audience.
Encourage broader engagement
Get customers to engage with your brand and—in doing so—create user-generated social proof content. This might be, for example, photos of customers using your product in interesting ways. Engagement like this suggests to customers that others are happy with your brand—perhaps indicative of high-level customer loyalty and strong client relationships. Prospective customers will take note!
Product badges
Use product badges to weave social proof into your marketing and product descriptions. Define simple product labels (or “badges”) indicating popularity, endorsement, or some other sort of social proof. For example:
“Most popular small business plan”
“Award-winning”
“Bestseller”
“As seen in…”
These demonstrate—at first glance—that the product has earned value or trust. Utilizing social proof in your marketing strategy can significantly boost the engagement rate among your customers and build trust in your brand.
Look for opportunities to leverage positive social proof
Embed social proof in your own marketing:
Case studies
Logos of customers
Awards
Indications of popularity
User-generated content showing positive customer engagement
But also facilitate wider social proof marketing. Indeed, some of the most effective (e.g., expert reviews, influencer coverage) may be distributed on third-party websites or channels.
Don’t just tell people how great your product is—show it.
Jessica Collier is VP of Growth Marketing at Assembly Software. Her passion for digital innovation and agile marketing has led to significant success in innovative tech marketing, client collaboration, and driving conversion results.
For more articles from Shep Hyken and his guest contributors, go to customerserviceblog.com.
Read Shep’s latest Forbes article: Create The Energy That Draws Customers (And Everyone Else) To You
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Social proof is a psychological phenomenon marketing teams can use to nurture brand credibility and trust. It is founded on a simple idea: when we are unsure what to do in a given situation, we look for clues in other people’s choices and—in many cases—will copy them.
This insight underpins so much of modern marketing. The last time you browsed for a product or service online, the chances are you encountered social proof marketing. And, quite possibly, you were influenced by it—even if only subconsciously.
So what is social proof? And how can it boost customer trust in your brand? We’ll consider these questions before exploring a few forms social proof can take.
What is social proof?
According to social proof theory, people take cues from others to guide their own choices and behavior. It manifests across our lives and society—from how we greet each other to how we respond to comedy.
The idea has been highly consequential in marketing. Suppose consumers are uncertain about a purchasing decision. In that case, they are susceptible to social influence: noticing what others have done—then, quite possibly, emulating it. Social proof marketing is about providing customers with those clues.
We are bombarded with choices as consumers in today’s world. Selecting between products can often be confusing. Whether buying a new fridge for our home or an office system with VoIP phones, we want to reach a safe and informed decision.
Any number of concerns may be playing on a customer’s mind.
Is the business or brand trustworthy?
Is the product as good as it claims to be?
Even if the product is that great, is it right for my specific needs?
Of course, your business can try to address these questions in its own terms all day long. But, according to social proof theory, a different approach may also be needed. What people really need is reassurance from other customers—a different type of evidence.
Consumers want to reduce their uncertainty—and lessen the risk. That’s why customers often scroll quickly down to the reviews of service. Or want to know about other businesses using a particular SaaS product they’re considering.
Social proof in marketing is about providing reassurance—evidence and information demonstrating other people (or businesses) successfully using your brand.
How can you use social proof?
Here are some of the many ways to build social proof into your marketing.
Show customer satisfaction
Customer reviews are the most ubiquitous example of social proof. They demonstrate positive experiences (hopefully!) people have had with your product. Reviewers are also likely to refer to additional details or benefits—contributing to a richer, fuller cumulative product profile.
As well as your own website, build a presence on other websites or forums that collect user reviews in your niche. Aim to provide potential customers with a range of sources to draw on—corroborating the positives you have outlined. Thus, encourage people to leave excellent reviews on an appropriate range of forums (e.g., Trustpilot) and link to these.
Indicate credibility
Your brand can leverage other relationships, existing customer loyalty, and achievements to nurture a sense of credibility and expertise.
For example, consider displaying the logos of firms who already use your product (e.g., “Trusted by some of the biggest names”). That can reassure customers browsing your website. Those other companies clearly think the product is good enough. And if it works for them…
Draw attention to any awards the brand has achieved. Whoever granted the award—whether experts, users, or peers—clearly valued your product. Again, that’s an encouraging sign for potential customers.
Use case studies
Case studies can provide nuance and perspective—less a review and more of a narrative, explaining the customer’s experience using your product.
Try to give contextual reassurance to people considering your brand. For example, if selling personal injury software, potential customers will have extensive questions. Will the product work in my setting? Does it offer the features I need? Will the software be easy to implement? A case study can help address these (e.g., “Take a look at our success stories”).
The details will vary depending on your industry sector. How long should it be? What format? (Video is always popular!) Strive to give the customer’s direct, first-hand voice. That will be more authentic and reassuring. Indeed, it is the essence of social proof.
Strong client relationships will make case studies easier to produce. Know your customers and nurture their goodwill. Happy, understood customers are more likely to invest time in providing a positive case study—and other forms of social proof (e.g., referrals and reviews).
Indicate popularity
Popularity can endow an instinctive social proof upon a product. Thus, if one of yours has been a long-time market leader, shout about it in your marketing!
Some brands include more precise, real-time statistics like these to signpost popularity.
“63 purchased in the last 24 hours.”
“Over 1,000 businesses have made an sg domain registration with us in the past year alone.”
“Only 3 spaces remaining.”
“Trending”
As well as leveraging social proof, this can leave the consumer keen not to miss out on a potentially good deal.
Endorsement from influencers
Get brand exposure on podcasts, channels, or blogs of key influencers in your sector. It needn’t be the biggest celebrities: micro-influencers are a very effective route. That becomes a social proof for the people who engage with that influencer and introduce your brand to a new audience.
Encourage broader engagement
Get customers to engage with your brand and—in doing so—create user-generated social proof content. This might be, for example, photos of customers using your product in interesting ways. Engagement like this suggests to customers that others are happy with your brand—perhaps indicative of high-level customer loyalty and strong client relationships. Prospective customers will take note!
Product badges
Use product badges to weave social proof into your marketing and product descriptions. Define simple product labels (or “badges”) indicating popularity, endorsement, or some other sort of social proof. For example:
“Most popular small business plan”
“Award-winning”
“Bestseller”
“As seen in…”
These demonstrate—at first glance—that the product has earned value or trust. Utilizing social proof in your marketing strategy can significantly boost the engagement rate among your customers and build trust in your brand.
Look for opportunities to leverage positive social proof
Embed social proof in your own marketing:
Case studies
Logos of customers
Awards
Indications of popularity
User-generated content showing positive customer engagement
But also facilitate wider social proof marketing. Indeed, some of the most effective (e.g., expert reviews, influencer coverage) may be distributed on third-party websites or channels.
Don’t just tell people how great your product is—show it.
Jessica Collier is VP of Growth Marketing at Assembly Software. Her passion for digital innovation and agile marketing has led to significant success in innovative tech marketing, client collaboration, and driving conversion results.
For more articles from Shep Hyken and his guest contributors, go to customerserviceblog.com.
Read Shep’s latest Forbes article: Create The Energy That Draws Customers (And Everyone Else) To You
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July 25, 2023
What to Do When Someone Dies
Empathy in Customer ServiceI’m sorry for the somewhat morbid title, but I wanted to catch your attention. Here is a short version of the story that sets up this week’s Shepard Letter.
A friend shared that one of his in-laws passed away a few months ago. Afterward, the family tried several times to cancel a newspaper subscription, but the publisher’s customer service agent kept saying, “No.” The newspaper continued to be delivered every day. Even after the subscription expired at the end of the month, the paper continues to be delivered.
This isn’t the first time I’ve heard stories like this. Companies that charge their customers monthly or annually using a subscription model – this could include newspapers, magazines, software, utilities, and almost any type of product – should have processes in place to deal with a customer passing away or any other tragic or unusual scenario. They should make it easy for the family or whoever is managing the affairs. And, help them easily and empathetically close an account. Unfortunately, that is not always the case. All you have to do is a Google search, and you’ll find plenty of horror stories similar to my friend’s – and even far worse.
A role model for handling the delicate customer situations
Chewy.com is an online pet supply that operates a subscription model in which pet food, treats, and many other items are shipped regularly. Known for amazing customer service, Chewy is a role model for handling the delicate situation of a customer who passes away. In this case, the customer is a pet. Yes, the pet owner is the paying customer, but their furry friend is the real recipient of Chewy’s products.
When a pet owner informs Chewy that their pet has passed away, the company not only makes it easy to cancel the subscription, but they also do it with style, class, and empathy. They send bereaved pet owners flowers, cards, and refunds for recent purchases. They also request that the pet owner donate any unopened pet food and treats to local pet shelters.
It’s obvious that Chewy has a process, and there is a protocol for handling delicate situations like these. Its people are properly trained in not just what to do but also what to say and how to say it.
It may be the death of a customer, or perhaps just someone going through a difficult or emotional time; we must have a process mapped for these situations. Our people must know how to properly manage these delicate experiences with empathy, sympathy, and care.
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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July 24, 2023
Intuitive AI and Customer Experience (CX) with Anand Janefalkar
Top Takeaways:
Customers have so many options and want to get the best out of the money they spend. Since there are many options for companies offering more or less the same services, customer support becomes the differentiator. It comes down to how easy it is to communicate with a business and how delightful the experience is.
In the 80s, the White House commissioned the Technical Assistant Research Program to conduct a study on customer experience. They found out that the number one reason customers leave is rudeness or apathy. Almost 40 years later, our customer service and experience research has the same findings – the number one reason customers leave to do business elsewhere is rudeness or apathy.
The evolution of customer communication has expanded beyond traditional phone and mail. Companies must embrace diverse channels like chatbots, social media, and visual communication to meet customer expectations and deliver a seamless experience.
Customer service professionals and support agents now mostly consist of young professionals who are digitally acquainted. They are “obsessed” with their phones, and the internet has become a seamless extension of their day-to-day lives. Training them on a stack designed 20-30 years ago, which they have never used in their lives, then asking them to solve a problem for the customer without using their senses of visual and contextual information gathering, is a recipe for disaster. The result can be rudeness that comes from frustration from the inability to solve that issue.
Technology must feel intuitive. Just like smartphones became popular because they are easy to use, customer service platforms must prioritize user-friendly interfaces that make interactions effortless. They should have a human-first mindset when designing communication between customers, support agents, and AI.
Organizations need to be responsible for using AI for customer interactions. Proper training, data, and empathy are crucial to ensure AI understands and responds appropriately to customers, providing a human-like experience while maintaining efficiency and accuracy.
Plus, Shep and Anand discuss how AI can empower agents and increase their efficiency. Tune in!
Quotes:
How can exceptional customer service help reduce customer churn?
How does the evolution of customer communication from traditional methods (phone, mail) to more diverse options impact the customer experience?
Can AI be used to improve customer interactions?
How can businesses use generative AI to proactively identify and address customer pain points before they lead to churn?
How can organizations use AI responsibly?
Customers have so many options and want to get the best out of the money they spend. Since there are many options for companies offering more or less the same services, customer support becomes the differentiator. It comes down to how easy it is to communicate with a business and how delightful the experience is.
In the 80s, the White House commissioned the Technical Assistant Research Program to conduct a study on customer experience. They found out that the number one reason customers leave is rudeness or apathy. Almost 40 years later, our customer service and experience research has the same findings – the number one reason customers leave to do business elsewhere is rudeness or apathy.
The evolution of customer communication has expanded beyond traditional phone and mail. Companies must embrace diverse channels like chatbots, social media, and visual communication to meet customer expectations and deliver a seamless experience.
Customer service professionals and support agents now mostly consist of young professionals who are digitally acquainted. They are “obsessed” with their phones, and the internet has become a seamless extension of their day-to-day lives. Training them on a stack designed 20-30 years ago, which they have never used in their lives, then asking them to solve a problem for the customer without using their senses of visual and contextual information gathering, is a recipe for disaster. The result can be rudeness that comes from frustration from the inability to solve that issue.
Technology must feel intuitive. Just like smartphones became popular because they are easy to use, customer service platforms must prioritize user-friendly interfaces that make interactions effortless. They should have a human-first mindset when designing communication between customers, support agents, and AI.
Organizations need to be responsible for using AI for customer interactions. Proper training, data, and empathy are crucial to ensure AI understands and responds appropriately to customers, providing a human-like experience while maintaining efficiency and accuracy.
Plus, Shep and Anand discuss how AI can empower agents and increase their efficiency. Tune in!
Quotes:
“Technology should disappear in the background.”
“For good products and services to be adopted, they should be intuitive, with minimal training for end-users, support agents, and admins.”
“Natural language processing and AI play a crucial role in customer communication. When communicating with customers, it needs to feel like you’re explaining something just like you would explain it to a family or a friend.”
About:
Anand Janefalkar is the Chief Executive Officer and Founder of UJET. Anand founded UJET to modernize the contact center by addressing long-standing design flaws and conventional thinking that have failed to evolve in parallel with changing human interaction landscape.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.
This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:
How can exceptional customer service help reduce customer churn?
How does the evolution of customer communication from traditional methods (phone, mail) to more diverse options impact the customer experience?
Can AI be used to improve customer interactions?
How can businesses use generative AI to proactively identify and address customer pain points before they lead to churn?
How can organizations use AI responsibly?
Top 5 Customer Service & CX Articles for the Week of July 24, 2023
Each week, I read many customer service and customer experience articles from various 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.
Retailers’ Attempts To Dissuade Returns May Impact Brand Loyalty by Alicia Thorpe
(RetailWire) The tension between retailers and shoppers is growing, and it’s because of returns. According to the Shippo/Harris Poll survey, “Nearly three in four Americans who have made online purchase returns in the past 12 months (72%) have noticed retailers making online purchase returns more difficult over that time span, and more than half (54%) have felt blindsided by a retailer changing their online purchase return policy.” Here are a few ways Shippo’s report notes that policies are changing.
My Comment: One way to make customers love doing business with you is to be easy and convenient. Our customer service research finds that 53% of American consumers will pay more for a convenient experience. 766% will switch to a competitor if they are more convenient to do business with. And retailers are learning that easy and convenient returns are not just appreciated but also expected. So, it is surprising that retailers are starting to “dissuade returns” and put customer loyalty at risk.
Are You Telling Your Customers The Whole Truth? by Chip Bell
(Forbes) No relationship is likely to be perfect all the time. A healthy customer relationship, like a healthy marriage, is marked by candor and welcomed critique. Honesty fuels more honesty if defensiveness is absent. And as candor triggers improvement, those who serve feel responsive; those served feel heard and valued, and the relationship feels healthy.
My Comment: If your customers can’t trust you, you shouldn’t expect them to do business with you. Chip Bell, customer service expert, shares his take on trust, starting with a question he asked renowned psychologist, Dr. Carl Rogers, “What is the main cause of relationship failure?” His answer was, “Trouble with the truth.”
Why B2B Companies Must Shift Their Focus From Sales To Customers by Dan Gingiss
(Dan Gingiss) All too often, B2B sales overshadow every other business metric – including the retention of existing customers. It’s a decent short-term strategy, but if you’re building a company for the long-term, you need lots of loyal customers. When done right, client experience can actually lessen the burden on sales teams because they don’t have to make up for lost sales on top of their annual goals.
My Comment: Is B2B customer service really that different from B2C customer service? I’ve preached that everyone compares their experiences to the best service they have ever had, regardless of who provided it and where it happened. My friend and fellow CX expert, Dan Gingiss, agrees and does a great job of making his case in this article.
8 Proven Strategies for Exceptional Customer Service by Rowan Johns
(Demotix) In the current business landscape, customers no longer simply buy products and services; they increasingly seek to acquire ideas or experiences. They have elevated customer service expectations and demand nothing short of perfection. While it may require considerable effort, it is all important to focus on branding for customer retention.
My Comment: I love a good list, and this one fits the bill. Here are eight ideas and tactics that apply to most businesses. Two on the list that stand out are numbers 5 and 6; Be proactive with Customer Complaints and Embrace Negative Customer Reviews.
Disruptors — Make an Effort With CX, So Your Customers Don’t Have To by Foundever
(Foundever) As your company gets into its disruptive stride — moving fast and breaking things — there’s a danger of alienating customers. Scaling quickly may negatively impact customer journeys and lead to an inconsistent customer experience (CX). According to Temkin Group, only 13% of customers who experience poor CX will do business again with the same company.
My Comment: How hard do you make it to do business with? Understanding your customer effort scores and feedback is crucial to creating an experience that’s easy and convenient. Convenience is a competitive differentiator, which is why I love the closing idea of this article: Disrupt the competition, not your customers!
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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Retailers’ Attempts To Dissuade Returns May Impact Brand Loyalty by Alicia Thorpe
(RetailWire) The tension between retailers and shoppers is growing, and it’s because of returns. According to the Shippo/Harris Poll survey, “Nearly three in four Americans who have made online purchase returns in the past 12 months (72%) have noticed retailers making online purchase returns more difficult over that time span, and more than half (54%) have felt blindsided by a retailer changing their online purchase return policy.” Here are a few ways Shippo’s report notes that policies are changing.
My Comment: One way to make customers love doing business with you is to be easy and convenient. Our customer service research finds that 53% of American consumers will pay more for a convenient experience. 766% will switch to a competitor if they are more convenient to do business with. And retailers are learning that easy and convenient returns are not just appreciated but also expected. So, it is surprising that retailers are starting to “dissuade returns” and put customer loyalty at risk.
Are You Telling Your Customers The Whole Truth? by Chip Bell
(Forbes) No relationship is likely to be perfect all the time. A healthy customer relationship, like a healthy marriage, is marked by candor and welcomed critique. Honesty fuels more honesty if defensiveness is absent. And as candor triggers improvement, those who serve feel responsive; those served feel heard and valued, and the relationship feels healthy.
My Comment: If your customers can’t trust you, you shouldn’t expect them to do business with you. Chip Bell, customer service expert, shares his take on trust, starting with a question he asked renowned psychologist, Dr. Carl Rogers, “What is the main cause of relationship failure?” His answer was, “Trouble with the truth.”
Why B2B Companies Must Shift Their Focus From Sales To Customers by Dan Gingiss
(Dan Gingiss) All too often, B2B sales overshadow every other business metric – including the retention of existing customers. It’s a decent short-term strategy, but if you’re building a company for the long-term, you need lots of loyal customers. When done right, client experience can actually lessen the burden on sales teams because they don’t have to make up for lost sales on top of their annual goals.
My Comment: Is B2B customer service really that different from B2C customer service? I’ve preached that everyone compares their experiences to the best service they have ever had, regardless of who provided it and where it happened. My friend and fellow CX expert, Dan Gingiss, agrees and does a great job of making his case in this article.
8 Proven Strategies for Exceptional Customer Service by Rowan Johns
(Demotix) In the current business landscape, customers no longer simply buy products and services; they increasingly seek to acquire ideas or experiences. They have elevated customer service expectations and demand nothing short of perfection. While it may require considerable effort, it is all important to focus on branding for customer retention.
My Comment: I love a good list, and this one fits the bill. Here are eight ideas and tactics that apply to most businesses. Two on the list that stand out are numbers 5 and 6; Be proactive with Customer Complaints and Embrace Negative Customer Reviews.
Disruptors — Make an Effort With CX, So Your Customers Don’t Have To by Foundever
(Foundever) As your company gets into its disruptive stride — moving fast and breaking things — there’s a danger of alienating customers. Scaling quickly may negatively impact customer journeys and lead to an inconsistent customer experience (CX). According to Temkin Group, only 13% of customers who experience poor CX will do business again with the same company.
My Comment: How hard do you make it to do business with? Understanding your customer effort scores and feedback is crucial to creating an experience that’s easy and convenient. Convenience is a competitive differentiator, which is why I love the closing idea of this article: Disrupt the competition, not your customers!
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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July 19, 2023
Meeting Expectations Versus Managing Hope
At a recent customer service presentation, the speaker who preceded me said that we must do better than simply meeting our customers’ expectations, and he shared some stories of truly amazing service experiences. Then it was my turn to speak. I didn’t want to contradict him, but I needed the audience to understand that it is impossible to go above and beyond with customers at every interaction. Sometimes meeting expectations is a perfect experience. In my customer service keynote speeches, I talk about Managing the Moment. The idea comes from Jan Carlson, and if you’ve been following me, you will recognize this concept. Every interaction customers have with you or your company gives them the opportunity to form an impression. Understanding this simple idea is a good start to developing and/or maintaining your customer service and CX strategy.
I believe you must manage expectations, and if you are even the tiniest bit above average in doing what customers expect, your customers will love you, give you high ratings, and refer you to their colleagues and friends. The key to being successful with this idea is to be consistent. You want customers to say things like, “They always are knowledgeable,” or “They are always so helpful.” The word always followed by something positive, typically an expectation is what you’re going for.
So back to the idea of just meeting expectations. Some people confuse expectations with hope. Here’s what I mean by this. If I call someone for help and leave a message, I expect them to call me back, and I hope they will return the call sooner rather than later.
Let’s say I’m called back within an hour. I’m pleasantly surprised because the person met my expectation of the callback and did it in the timeframe I hoped they would – maybe even a little sooner.
Most customers won’t analyze the experience quite this way, but it is exactly what they want – or hope for. They will, however, notice that the call was returned quickly and may say, “Thanks for calling me back so quickly.” The returned call was expected. The comment about “quickly” indicates their expectations were met or slightly exceeded. And if you do that every time, the customer will use the always when they talk about you and describe the experience by saying, “They always call me back quickly.”
Let’s flip this around. I believe most customers hope for a great experience, but not necessarily an over-the-top or above-and-beyond experience. And based on their typical experience with service laggards, they, unfortunately, don’t have high expectations. So, whenever you meet or just ever so slightly exceed what your customers hope for, you’ve created a positive experience that gets them to say, “I’ll be back!”
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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July 17, 2023
Why Employee Experience (EX) is the New Customer Experience (CX) with Philip Mandelbaum
Top Takeaways:
Employee experience is the new customer experience. It goes beyond a diverse, inclusive, and equitable workforce. It is also about company culture, training, work environment, and how an organization supports growth that plays into how people think about a brand.
Many people in diverse workforces report being discriminated against. According to Deloitte’s State of Inclusion survey , nearly 2/3 of workers have experienced bias in the workplace, and 40% experience bias at least once a month.
Studies have shown that companies devoted to DEI (diversity, equity, and inclusion) earn 140% more revenue. They are 70% more likely to capture a new market and 35% more likely to outperform their competitors.
There is a difference between equality and equity. Equality is about treating each person with respect regardless of their background. Equity is acknowledging that people show up to work under their own unique circumstances. It considers historical and present-day disadvantages and makes sure that each individual has the appropriate resources to succeed.
Customers buy and support companies that care about the same things that they do. According to our 2023 Achieving Customer Amazement Study , sponsored by Five9 , 43% of consumers believe it’s important that a company has a social cause that’s important to them. 41% are willing to pay more if the cause is important to them, making the price less relevant. 60% of Gen Z said they are willing to tolerate a poor service experience from a company that cares about the same things they do.
Plus, Shep and Philip discuss who they think is the most important person in an organization – the CEO, the customers, the employees, or the shareholders. Tune in!
Quotes:
What does DEI mean?
How does employee experience impact customer experience?
How do you promote DEI in the workplace?
What is the difference between equality and equity?
Why is Diversity, Equity, and Inclusion in the workplace important?
Employee experience is the new customer experience. It goes beyond a diverse, inclusive, and equitable workforce. It is also about company culture, training, work environment, and how an organization supports growth that plays into how people think about a brand.
Many people in diverse workforces report being discriminated against. According to Deloitte’s State of Inclusion survey , nearly 2/3 of workers have experienced bias in the workplace, and 40% experience bias at least once a month.
Studies have shown that companies devoted to DEI (diversity, equity, and inclusion) earn 140% more revenue. They are 70% more likely to capture a new market and 35% more likely to outperform their competitors.
There is a difference between equality and equity. Equality is about treating each person with respect regardless of their background. Equity is acknowledging that people show up to work under their own unique circumstances. It considers historical and present-day disadvantages and makes sure that each individual has the appropriate resources to succeed.
Customers buy and support companies that care about the same things that they do. According to our 2023 Achieving Customer Amazement Study , sponsored by Five9 , 43% of consumers believe it’s important that a company has a social cause that’s important to them. 41% are willing to pay more if the cause is important to them, making the price less relevant. 60% of Gen Z said they are willing to tolerate a poor service experience from a company that cares about the same things they do.
Plus, Shep and Philip discuss who they think is the most important person in an organization – the CEO, the customers, the employees, or the shareholders. Tune in!
Quotes:
“Diversity, equity, and inclusion are important to a business’s internal success with the employees, which translates to customer success.”
“Every organization can benefit from having perspectives from different countries, backgrounds, upbringings, and mindsets. The companies that embrace these can leverage the benefits of what a truly diverse and inclusive organization looks like.”
“Customers understand that they will have the best experience if the employees also have the best experience. Customers want to see that you’re treating your employees the right way, and that there is diversity, equity, and inclusion in the organization.”
“There is an intersectionality between employee experience, customer experience, and digital marketing. Your digital marketing team shows the world what your brand is all about. Your customer experience team ensures customers get the service, support, respect, and appreciation they deserve. Employee experience is what’s going to dictate the quality of the customer experience and digital marketing.”
About:
Philip Mandelbaum is a 20-year industry veteran and thought leader in digital marketing, customer experience, and employee experience. He is the founder and CEO of Mandelbaum Marketing and Head of Content of Customer Management Practice.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.
This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:
What does DEI mean?
How does employee experience impact customer experience?
How do you promote DEI in the workplace?
What is the difference between equality and equity?
Why is Diversity, Equity, and Inclusion in the workplace important?
