GUEST POST from Shep Hyken

Necessity is the mother of invention. In 2003, Marton Anka, the founder of LogMeIn, now GoTo, spent three hours a day in Budapest crossing a bridge between Buda and Pest, the two halves of Hungary’s capital. He hated the “downtime,” so he invented remote access to a server so he could log in from anywhere—hence, the name of the company, LogMeIn.

Over time, the company expanded its offerings, had a few mergers and acquisitions and ultimately became GoTo, a company that makes IT management, support and business communications easy. Many of you reading this article may be familiar with GoTo Webinar and GoTo Meeting. These communication products (and others) have developed into a company focused on customer communication tools, phone systems, contact center platforms and engagement tools such as web chat, SMS communications, social media and more.

That’s the backdrop of my Amazing Business Radio interview with Joseph Walsh, vice president of product marketing at GoTo. We focused on several important concepts for CX leaders to consider as customer service continues to evolve and become one of the most powerful growth engines that fosters repeat business and customer loyalty. Below are the main points, followed by my comments:

• The entire company must work in tandem with the customer support department. The old term silo came to mind. Many companies still have departments that operate almost autonomously, in silos, without regard to the other departments. Imagine the power a customer support agent working with a customer would have if they could easily reach out to someone in product development, accounting or sales in real time to get answers to their customer’s questions. Walsh says, “You need fast access to subject matter experts in other parts of the company.” This eliminates having to call the customer back and cuts down on the time it takes to answer customers’ questions and resolve their issues.

There are four stages of contact centers. Walsh talked about the four stages/lifecycle of a typical contact center. For an organization to understand where it is today, it must see where it fits into the different stages of contact centers, which are:

1. 1. Initiate Conversations: This is the traditional contact center. It’s where most companies start to build and expand their customer support department. They prepare to field multiple calls, answer emails, etc., often using basic/standard phone systems and computers to get started. People are trained with scripts, and while a good start, it’s still basic at best.
   2. Collaboration: This goes back to Walsh’s first point about collaborating with experts and departments throughout the company. On the customer’s first (and hopefully only) call, the agent can reach out to the appropriate people to get the right answers and convey that information to the customer for a much better experience.
   3. Digital Transformation: Walsh used the word omnichannel to describe how different communication channels work together seamlessly. A customer may start with a social media post to ask for help. At some point, they may be texting. That’s followed up with a phone conversation. But what makes this special is that it is a progressive conversation using these different communication platforms versus multiple interactions in which the customer must start over and repeat the story or problem at every interaction. Walsh says, “At this stage, the people and companies are beginning to master the craft of customer experience.”
   4. Automate and accelerate: This is where the modern contact center has evolved. Most of the first three stages of the lifecycle merge with modern technology and allow customers to employ self-service, work out problems and answer questions on their own. Automated processes and AI create a better experience by reducing and/or eliminating mundane, repetitive tasks. Customers and employees are happy.

   Customer service becomes a growth opportunity. It surprises me that some business leaders still view customer service as a cost center. The new way of looking at CX is that it is a revenue generator that retains customers and grows business. Walsh said, “The more evolved, digitally powered contact center is a growth center for achieving higher customer service scores that drive repeat customers and give the customer such a happy experience that they’re not concerned about price.” This powerful statement can be backed up with data proving customer service doesn’t cost. It pays!

   In a competitive marketplace, companies must prioritize exceptional customer experiences to thrive. By embracing collaboration, digital transformation and automation, companies and brands can turn customer service from a cost center into a growth engine. As Walsh emphasized, a digitally evolved contact center does more than simply improve service. It also drives loyalty, revenue and growth.

   Image Credits: Pexels

   This article originally appeared on Forbes.com

   Sign up here to join 17,000+ leaders getting Human-Centered Change & Innovation Weekly delivered to their inbox every week.

GUEST POST from Shep Hyken

There are two reasons your customer service is unforgettable: either it’s really good or it’s really bad.

Welcome to modern-day customer service, where, according to our annual customer service research (sponsored by RingCentral), 43% of customers would rather clean a toilet than call customer support.

Customers don’t want to call customer support. Perhaps something like this has happened to you. You make the call, wait on hold for an unreasonable amount of time, tell your story to a customer support rep who doesn’t have the expertise needed and transfers you to someone else, and in the process, accidentally disconnects you (UGH!), and when you call back, after another unreasonable hold time, you end up repeating your question to someone worse than the last rep. I can continue, but you get the idea. This is what customers fear will happen on their next call because, unfortunately, it’s happened to them too many times.

Of course, it’s not always like this. But you can’t ignore that customers’ expectations are higher than ever, which raises the bar for customer support. They have experienced what great service looks like from customer-focused organizations. They like it and become frustrated when they don’t get it from other companies.

I’m fortunate to be part of the board of advisors for CCW (Contact Center Week), the largest contact center organization in the world. The members of the board are the who’s who of customer experience (CX) leaders from recognizable brands you’ve done business with. The board’s conversations center around creating the best experience for customers. AI and other technologies are driving a better experience, but only for those companies willing to invest in them. The costs have come down, making it affordable for almost any size organization.

Many industries are improving, yet even with the best companies, there is always room for improvement. A key is to understand how customers think. For our research, we surveyed more than 1,000 U.S. consumers to understand what they think of today’s customer service and CX, including specific questions about their experiences with contact centers.

First, some general findings that should cause concern:

• In 2024, 91% of U.S. consumers think companies should put more emphasis on customer service than they have in the past.
• In the past year, 43% of customers say they have had more bad customer service experiences than in previous years.
• When calling customer support, 61% of customers feel that the company does not value their time.

Let’s drill down where customer service seems to matter most: the contact center. To begin, there is a shift to self-service support, often fueled by AI. With all the hype around AI and customer service, you think it would be better than it is, but it’s not, and for the simple reason that not all companies and brands have invested in newer technology. For those that have, they are reaping the benefits of great ratings. And some customers love self-service so much they won’t do business with a company that doesn’t offer it. We asked about self-service versus making a phone call to a company for support and found that:

• A phone call is still the No. 1 communication channel. Seventy percent of customers prefer to call a company to solve a problem versus through a digital self-service experience.
• Some companies have chosen to eliminate the phone, only offering self-service solutions. There’s a risk to this, as 67% of customers would not feel comfortable doing business with a company that doesn’t offer live support.
• However, there is a small group of customers, 26%, who have stopped doing business with a company because self-service options weren’t offered. Many of these customers are younger Gen-Z and Millennials.
• Even if you have older customers, don’t let these numbers cause you to abandon self-service support. Over half (60%) of customers always try a company’s Frequently Asked Questions (FAQ) section on its website or other digital self-service options before calling for help. Typically, a customer goes to the company’s website to get the phone number. If there is an obvious way for them to try to get their question answered or problem resolved, a majority of customers will give it a try.

And once the customer does connect with a customer support agent, if the experience starts to “go south,” the result is an angry customer who won’t come back. The reasons are as follows:

• 81% of customers said rudeness or apathy would likely cause them to switch companies or leave a brand.
• 72% said being transferred to different people would cause them to not come back.
• 68% said having to repeat the same story again and again would cause them to leave.
• 51% said waiting on hold for too long would give them a reason to move on.

This sounds like the scenario toward the top of the article. Sometimes, the agent doesn’t even need to connect with a customer to make them become upset. Eight out of 10 U.S. consumers (79%) have called customer support, gotten an automated menu system, repeatedly yelled “Agent” or “Representative” into the phone and eventually hung up out of frustration.

But it’s not all gloom and doom for the customer service and the contact center world. Even though customers are not always happy to contact customer support, when it’s good they come back, tell their friends and write positive reviews. So, let’s close with some of the more positive findings:

• 85% of customers are willing to go out of their way to do business with a company that delivers a better service experience.
• 51% will pay more, indicating that a great service experience makes the price less relevant.
• Finally, the top three reasons customers come back are helpful, knowledgeable and friendly employees. (That’s all it takes? How hard is that?)

Well, although it sounds simple it’s not necessarily easy or easy to find. But now that you know the secret, it’s time to set some goals. I’ll add another word to those three for a truly winning combination: consistency. If your customer service reps are consistently helpful, knowledgeable and friendly, you will be unbeatable!

Image Credits: Wikimedia Commons, Shep Hyken

This article originally appeared on Forbes.com

Sign up here to join 17,000+ leaders getting Human-Centered Change & Innovation Weekly delivered to their inbox every week.

GUEST POST from Shep Hyken

My friend and fellow Customer Experience (CX) expert Brittany Hodak and I recently began a 52-week series for 2024 titled Shep and Brittany’s Super Amazing Show. In the second episode, rather than talk about what to do in 2024, we shared several tips on what not to do. More specifically, it’s about what we should stop doing. That inspired me and I thought it would be fun to put together a list of twenty-four (24) CX things to stop doing in 2024.

Now, this is important: Not everyone or every company is doing any or all of these. You and your organization may not be guilty of even one of these, but discussing the list can get you thinking about other things to stop doing or give you an idea of something to start doing. So, here are 24 things companies do that annoy their customers and that need to stop:

1. Stop wasting your customers’ time. If you can’t do something for them, tell them. Help them find alternatives. Don’t string your customer along.

2. Stop with long hold times. This is a major way of wasting a customer’s time. Along with this are those recorded messages that say “we are sorry and respect your time” … but we’re still too busy to answer your call. If you can’t stop long hold times, tell the customer how long it will be with an option to call back.

3. Stop using outdated technology. Your competitors will start using newer technologies, and guess what? Your customers might notice.

4. Stop using company jargon and technical language your customers might not understand. They become very frustrated.

5. Stop with the irritating “pop-ups” on websites. People hate when they land on a website and a window pops up before they can start reading the content. Then another, and sometimes another! There’s a right time and right way to do it. Keep the customer in mind when you allow “pop-up windows” on your website.

6. Stop saying, “No problem,” when your customer says, “Thank you.” Was it a problem? Of course not. For some reason, this has become a standard response, and even if it really wasn’t a problem, it is just the wrong response. Just say, “Your welcome,” or, “My pleasure.”

7. Stop with unnecessary apologies. Some people say, “I’m sorry,” again and again. I’m not suggesting you don’t apologize to customers when there is a problem or complaint. You should, but don’t over-apologize. It’s not necessary. An apology at the beginning of taking care of the conversation is appropriate. And a “thank you” and final apology at the end is always appreciated. But repeatedly saying “I’m sorry” could come across as defensive and insincere.

8. Stop focusing only on your customers when working on your CX and service initiatives. Employees must also be considered. A great customer experience starts with a great employee experience.

9. Stop spamming customers with too many unwanted messages.

10. Stop sending your customers generic messages (promotions, notes, emails, etc.). If you’re going to send a message, find a way to personalize it. And even if it is personalized, go back and re-read number nine.

11. Get out of the “one-size-fits-all” mindset. This falls under the topic of personalization, but this is not about a marketing message. We must recognize and embrace people’s differences in today’s diverse culture.

12. Stop causing friction. What part of your process could go away? Do you force your customers to take extra steps to do business with you? Find ways to eliminate anything that causes friction.

13. Stop ignoring your customers’ feedback. If the customer takes the time to share a comment, thank them, and if it is appropriate, do something with it.

14. Stop arguing with customers, even when they are wrong. I’ve written this many times before: The customer is NOT always right, but they are always the customer. So let them be wrong with dignity and respect.

15. Stop making your customers wait for you to respond. Get back to people within an appropriate time. Don’t make them wait.

16. Stop being inflexible. If you have standards and processes that customers don’t like, they will find someone else to do business with. NOTE: Some standards could fall under compliance of legal standards. It’s okay to not be flexible on those!

17. Don’t hide add-on fees from your customers. Some hotels are upsetting their guests with resort fees that can only be found in the small print.

18. Stop nickel-and-diming your customers. This is different than hidden fees. It’s about the customer accruing an extra charge every time they turn around.

19. Stop being afraid to tell your customers bad news. They may not like the news, but they will appreciate hearing about it from you directly.

20. Stop making customers come to you when you can go to them. When it comes to convenience, always put the customer first.

21. Stop ignoring your employees’ suggestions. People on the front line are more in sync with customers than anyone. Make it easy for them to let management and leadership know about opportunities to improve.

22. Stop relying solely on digital interactions. Some companies have eliminated customers’ ability to connect with a live customer support agent. Don’t become so enamored with technology that you forget that the most powerful relationship builder is the human-to-human experience.

23. Stop with the bad survey strategy. Surveys can be sent too quickly, too frequently and are often too long. A bad survey taints the customer experience.

24. Never stop trying. Never be complacent. Customer service and CX are continuing journeys that must continually be refreshed and renewed to keep up with the competition and your customers’ needs.

Hopefully you didn’t recognize yourself in any of these scenarios that frustrate customers, but if there’s something you need to work on, now is the time. Most importantly, number twenty-four applies to everyone—never stop trying! There’s always something new on the horizon to advance your customer service and customer experience (CX).

This article originally appeared on Forbes.com

Image Credits: Shep Hyken

Sign up here to join 17,000+ leaders getting Human-Centered Change & Innovation Weekly delivered to their inbox every week.