For many people, air travel is stressful. From long lines at security to crowded terminals to delayed or even cancelled flights, getting from point A to point B is becoming increasingly pressure-filled. And when you consider that according to the International Air Transport Association (IATA), the number of air travelers will increase from 4 billion in 2017 to 7.8 billion in 2036, it’s clear that flying isn’t going to become any less stressful in the near future.
Increasingly, the experience is the product.
The experience a customer has when they unwrap their purchase or get to personalize the music on hold or chuckle at the sheer number of dog puns in a piece of marketing (BarkBox: You lucky dog! We paw-pick the best toys for your pawchus.) is how you reach customers’ hearts and provide the emotionally-charged memories that garner loyalty.
Customer experience, in some ways, is more important than the product itself, leaving organizations scrambling to dream up ways to differentiate and enchant customers.
At our user group last week, Guy Kawasaki, Chief Evangelist at Canva and former Evangelist at Apple, defined enchantment as “the art of changing hearts, minds and actions.” He then proceeded to model, in the wittiest of ways, his top 10 steps to enchantment. Below is the advice he gave.
In a recent series of radio ads that feature a bereft and primitive attempt at a telephone customer experience, Ruby Receptionist entreats us to “rediscover the lost art of human interaction.” Have our automated voice systems and digital interfaces become too impersonal? These ads succinctly call out the challenge faced by customer service user interfaces: “Making your customers feel special, while making you look good.”
Emotional Intelligence (EI) is all the rage these days in the upper echelons of customer engagement strategy discussions. If you can tap into the heart of EI, which is the ability to identify and manage your own emotions and the emotions of others, you can architect engagement solutions that simply perform better. Understanding your individual customer’s contextual situation and persona archetype can provide service reps and sales people with strategic advantages when engaging with customers and prospects.
I was sitting at dinner one evening talking to a partner about PTP’s culture when she excitedly said to me “you are talking about emotional intelligence.” Not knowing anything about emotional intelligence (commonly called “EI” or “EQ”), I asked her what she meant. I had been explaining that PTP’s culture is built around the belief that we are here to achieve “corporate beauty” – a combination of brains and emotions coming together to put smiles on the faces of our clients.
When I was in my twenties and single, I lived in Chicago. One weekend I was hanging out with a big group of friends. We were all young and almost all of us were single – except for Mark and Mandy. They had been married for a couple of years and had just bought a new house.
Over the last several years, an increasing number of our clients have asked for advice on
- how to measure First Contact Resolution
- how to improve First Contact Resolution
This increased focus on FCR (that is, fully addressing a customer’s need the first time they contact a company about an issue) is well placed for several reasons that I’ll enumerate below, but it’s chiefly because of the relationship between FCR and customer experience scores. Specifically, our clients are concerned by the strong correlation between repeated contacts for the same issue and negative customer satisfaction scores.