*By Tatiana Sanches
Given the current reality, Customer Experience (CX) became a crucial difference for the competitiveness and success of Organizations.
According report recent titled “Horizons of Customer Experience,” produced in partnership between MIT Technology Review and Genesys, the excellence in service is considered fundamental by 89% of consumers when evaluating a company. This data highlights the importance of to evolve from conventional contact centers, to contact centers engagement that offer personalized solutions and demonstrate genuine empathy.
The entire organization, with its Customer Success area, has the responsibility of leading this transformation. This means not only understand customer expectations, but also engage the entire Team in creating a customer-centric culture.
To achieve better results and achievements, it is essential that partners, leadership and the entire Team are aligned with clear and effective communication, ensuring that every customer interaction, be an opportunity to strengthen the relationship and add value.
The report highlights the need to adopt new techniques, concepts and practices that go beyond from simple customer service. It is necessary to transform interactions into memorable experiences, which not only solve problems and/or answer questions, but also delight and retain customers, creating a emotional connection, through customized solutions that meet your specific needs and demonstrate a deep understanding your expectations. It is being able to provide “the Disney way of customer service”, as Roberto Dias Duarte mentions in Customer Experience: the 5 principles for excellent service in an accounting firm.
Apply the methodology ICARE (impression, connection, attitude, response, extraordinary) of Disney service involves providing a “magical experience” to customers. This change requires a new mentality of empathy and innovation, where each professional understands its role in customer journey and how it can contribute to a experience more than positive, magical.
In addition to the new mentality, we must invest in cutting-edge technologies that allow more precise analyses and real time of customer data, facilitating personalized service. To this end, the development People should focus on not only in technical skills, but also in emotional skills that allow professionals interact proactively and in a way more empathetic.
THE Communication internal plays a vital role in this process, ensuring that everyone understands the relevance of Customer Experience and is safe and supported with the technologies and knowledge necessary to deliver their high contribution, given the current context.
Clear, constant and encouraging communication can be the difference that guarantees success in implementing these new practices.
In summary, the “Customer Experience Horizons” report offers a clear vision of the future of Customer Experience and the role that digital transformation plays in this scenario.
For the ASPR Team, adopting these practices means not only improving customer satisfaction, but strengthen the relations for provide Results and Value Achievements.
*Tatiana Sanches is the Customer Success (CS) Coordinator at ASPR
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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