Tag Archives: customer service

Avoiding An Unamazing Customer Experience

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Avoiding An Unamazing Customer Experience

GUEST POST from Shep Hyken

NICE isn’t just the right way to treat people. It’s the name of a software company that specializes in helping businesses improve their customer and agent experience. NICE has analyzed billions of customer interactions to better understand customer behavior. They know what customers like and dislike. They know what frustrates customer support agents and what gets them excited about helping their customers. But often, it’s not an agent experience that gets customers to come back.

A recent study from NICE found that 81% of consumers today start with a digital channel when they have a question, a need or want to buy something. They don’t call the company. They go to a website, YouTube, Google search, etc. They want and expect the companies and brands they do business with to have answers readily available. What they don’t want is to call a company, be placed on hold for what seems like an unreasonable period of time, talk to a rep who transfers them to another rep, etc., etc.

I recently interviewed Laura Bassett, Vice President of Product Marketing at NICE, and had a fascinating conversation about how customers’ expectations are changing. She said many experiences are unamazing. They simply disappoint, which doesn’t give a customer the incentive to come back for more. Bassett said NICE’s mission is to rid the world of unamazing customer experiences. Here are some of the nuggets of wisdom Bassett shared on how to do exactly that.

1. Customer experience is the entire journey.

Many people make the mistake of thinking that customer experience is customer support. It’s much more than that. While customer support is part of the experience, it really starts when a customer initiates a Google search, finds your company and interacts with your website. The service begins with how easy it is to do business with you regardless of where they are in the customer journey.

2. Customer experience involves every person in the business.

Just as customer experience includes the customer’s entire journey—not just when they reach out for customer support—it also involves every employee. If you aren’t dealing directly with a customer, you support someone who is or is part of the process that will impact the experience. Even people behind the scenes, who never interact with the customer, have impact on the experience. Everyone must understand their role and contribution to the customer experience.

3. Proactive communication is essential to the customer experience.

Companies know many of the questions that customers ask. So, why not be proactive about giving customers information before they have to make the effort to get answers? Bassett said, “Companies should understand and predict when they can answer a question before customers even realize they have it.”

4. Walk in your customer’s shoes.

This is an old expression, yet its meaning is timeless. You must understand what the customer is going through at every step of the journey. Then compare it to the experience you would want. When designing an experience that makes customers want to come back, think about what would make you come back. Is the experience your customers receive different than what you want?

5. Agents are consumers too.

Their expectations have accelerated. They compare what they should be able to deliver to what they experience with other businesses. When they have an amazing experience with another company, they want to repeat that experience for their own customers. They must be equipped with the tools to deliver what they consider to be an amazing experience.

6. Make your customer support agents knowledgeable.

This is a great follow-up to No. 5. Help them understand that they don’t have to follow a script when it is unnecessary. They don’t want to feel held back. They don’t want to feel over-managed or under-enabled. After you hire good people and train them well, you should empower them to do their job. Bassett said, “Turn agents into customer service executives who can really own that experience.”

7. Amazing customer service doesn’t need to have fireworks.

Seamless and simple wins every time. This is the perfect concept to close out this article. Nothing shared in this article is rocket science. It’s common sense. It’s what every customer wants. To be amazing, you don’t have to go over the top and WOW the customer with the most incredible service they have ever experienced. Delivering the simple and seamless actually creates the WOW factor so many businesses believe is unattainable. Just be easy. Eliminate friction. Easy and seamless isn’t that hard—and for customers, it’s the opposite of unamazing!

This article originally appeared on Forbes

Image Credit: Shep Hyken

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Top 10 Human-Centered Change & Innovation Articles of July 2022

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Top 10 Human-Centered Change & Innovation Articles of July 2022Drum roll please…

At the beginning of each month we will profile the ten articles from the previous month that generated the most traffic to Human-Centered Change & Innovation. Did your favorite make the cut?

But enough delay, here are July’s ten most popular innovation posts:

  1. What Latest Research Reveals About Innovation Management Software — by Jesse Nieminen

  2. Top Five Reasons Customers Don’t Return — by Shep Hyken

  3. Five Myths That Kill Change and Transformation — by Greg Satell

  4. How the Customer in 9C Saved Continental Airlines from Bankruptcy — by Howard Tiersky

  5. Changing Your Innovator’s DNA — by Arlen Meyers, M.D.

  6. Why Stupid Questions Are Important to Innovation — by Greg Satell

  7. We Must Rethink the Future of Technology — by Greg Satell

  8. Creating Employee Connection Innovations in the HR, People & Culture Space — by Chris Rollins

  9. Sickcare AI Field Notes — by Arlen Meyers, M.D.

  10. Cultivate Innovation by Managing with Empathy — by Douglas Ferguson

BONUS – Here are five more strong articles published in June that continue to resonate with people:

If you’re not familiar with Human-Centered Change & Innovation, we publish 4-7 new articles every week built around innovation and transformation insights from our roster of contributing authors and ad hoc submissions from community members. Get the articles right in your Facebook, Twitter or Linkedin feeds too!

Have something to contribute?

Human-Centered Change & Innovation is open to contributions from any and all innovation and transformation professionals out there (practitioners, professors, researchers, consultants, authors, etc.) who have valuable human-centered change and innovation insights to share with everyone for the greater good. If you’d like to contribute, please contact me.

P.S. Here are our Top 40 Innovation Bloggers lists from the last two years:

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Marriott’s Approach to Customer Service

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Customer Service the Marriott Way

GUEST POST from Shep Hyken

It was 1927, not quite a century ago, when J. Willard Marriott and his wife, Alice, opened an A&W root beer stand in Washington, D.C. Later that year, the Marriotts added some hot food items to their menu under the name Hot Shoppes. Over the next 30 years, the Marriotts honed their hospitality skills and expanded their restaurant business into food service for airlines. In 1957, they opened their first hotel in Arlington, Virginia. It was run by their son, Bill.

Over the next 25 years, under the leadership of Bill Marriott, the hotel chain expanded across the planet. Today it represents more than 30 brands, from economy-priced lodging to uber-premium brands such as The Ritz-Carlton and St. Regis.

I recently had the opportunity to interview Julius Robinson, Marriott’s chief sales and marketing officer in the U.S. and Canada, on Amazing Business Radio. Robinson started with the Marriott organization 30 years ago in the reservations center. He knows firsthand what it takes to create an amazing customer experience.

Here are six key lessons he shared in our interview:

  1. The Fundamentals of Customer Service Happen One Person at a Time: When Robinson worked at the reservations center for Marriott, he learned the power of individual customer interactions. It’s about taking care of people one interaction at a time. Every customer was a chance to start over and confirm—and even build on—the Marriott reputation.

  2. Understand Your Customers: Understanding starts with listening. A customer who is booking a family vacation has very different needs than someone booking a business trip. The secret is to listen and avoid miscommunication. A complaint from a misunderstanding is one of the worst kinds of complaints. It’s easy to replace a dirty towel in a bathroom. It’s much harder to rebuild confidence after a miscommunication.

  3. Mistakes Handled Well Can Create a Stronger Bond: When there is a problem or a complaint, the way it is handled can make the difference between a customer coming back or not. Just resolving the issue doesn’t mean the customer will come back—it’s the way you do it that can make a big difference. Robinson was excited to share, “If you handle the problem the right way, the customer surveys will often be higher than if the problem had never occurred.” Problems and complaints should be seen as opportunities to prove how good you are.

  4. Embrace the Digital Customer Experience: When Robinson started 30 years ago, there wasn’t an Internet. Today customers may call, but often they make reservations, check-in and check out on a computer. They can even get their keys through a mobile app. According to Robinson, “Technology is an opportunity for the customer to take control over their travel experience.” The modern customer is increasingly enjoying a digital, self-service experience. However, if there is a problem at any point in their journey (no pun intended), the customer must have easy access to someone who can help, be it an agent on the phone or an employee at the front desk.

  5. Employees Must Be Empowered to Take Care of the Customers: Employees must be properly trained to do what is necessary to take care of customers. Robinson shared how, from the very beginning, J.W. Marriott Sr. believed in treating employees the way you want customers to be treated. In other words, leadership and management were the role models, and their behavior showed employees the right way to treat customers. Treat the employees right, and they will treat the customers right, and then the customers will come back.

  6. The Modern Marriott Customer Experience: Every company must grow as customers’ expectations change. During the past two years, we’ve seen customers demanding more. That challenge must be met. Many Marriott customers now expect more than just a place to sleep. The result is Marriott’s shift from simply providing a nice room and restaurant to creating an expanded experience. For example, the hotel staff can help locate hard-to-get tickets to sporting events and concerts. Maybe guests want a unique, once-in-a-lifetime experience. The Marriott team is there to help. Marriott, just like any other company, must meet its customers’ current expectations and be able to anticipate what they will need next.

Throughout the interview, Robinson shared insights into the efforts Marriott is making to get its customers to feel comfortable and confident about returning to pre-pandemic travel habits. It’s not only creating a great customer experience and providing exemplary service, but also taking measures to address customers’ concerns about safety and health. Because without that, nothing much else matters.

This article originally appeared on Forbes

Image Credit: Shep Hyken

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Top Five Reasons Customers Don’t Return

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Top Five Reasons Customers Don't Return

GUEST POST from Shep Hyken

Whatever you sell, be it a product or service, your customers expect that it will do what it’s supposed to do. If you sell a car, the car should work. If you sell a service, the outcome should meet expectations. That’s table stakes.

So, let’s assume that whatever your customers are buying from you will meet their expectations. However, that’s not always why the customer buys from you in the first place, let alone comes back to buy more. It’s the customer experience that drives that.

In our 2022 Achieving Customer Amazement research, more than 1,000 American consumers were asked, “How likely would you be to switch companies or leave a brand after experiencing any of the following bad customer service experiences?” They were asked to rate several reasons using a scale that ranged from “not likely” to “very likely.” Here are the top five reasons customers would leave:

1. Rudeness or Apathy From a Company or Brand Employee

This was the No. 1 reason, coming in at 75%. What’s interesting is that in the late 1970s a study was commissioned by the White House Office of Consumer Affairs, and the top reason for customers leaving (over 70%) was the same. It’s hard to believe that the numbers haven’t changed for 40 years, but this continues to be the No. 1 reason customers don’t come back.

2. Inconsistent Information

There is no excuse for inconsistent information. Obviously, this is very frustrating to customers, with 72% saying this would drive them to find someplace else to do business. Have you ever called a company’s customer support number with a question and didn’t like the answer? If you truly believed the answer was incorrect, you may have called back to ask someone else the same question, hoping for a different answer. And it’s amazing how many times you get a different answer.

3. Inability to Connect with Someone From Customer Support

Self-service or digital support is becoming more popular. Customers are learning that it’s often quicker and easier to visit a website, read the frequently asked questions or interact with an AI-fueled chatbot. However, there are times when you want to talk to a human. It should be an easy, seamless transition, but some companies hide behind a wall of digital support and make it difficult for a customer to connect to a live agent. Furthermore, some companies bury their customer support number on their website, making it difficult, if not impossible, to find. This third reason customers leave comes in at 71%, just four percentage points off the No. 1 reason.

4. A Bad Customer Service Experience

I would think this would be at the top of the list, but at 68%, it takes fourth place. A bad customer service experience is exactly that. It’s just bad. But survey participants considered dealing with a rude or apathetic employee worse than an overall bad experience. My interpretation is that you might get a second chance following an overall bad experience. However, if customers are treated with disrespect (rudeness and apathy), it’s more than likely you won’t see them again.

5. Inconsistent Experience

You can’t be great one day, not so great the next day, average another day, etc. Inconsistency erodes confidence. Fifty-nine percent of the customers we surveyed would walk if they didn’t know what to expect. Customers want a consistent and predictable experience. That gives them confidence that they know what to expect every time they do business with you.

Conclusion

As you look at this list, you might think, “I knew that.” Of course, you did. You’re a customer. You don’t want to deal with employees who are rude or apathetic. It bothers you to get inconsistent information, and it’s upsetting when you want to talk with someone from a company but can’t. You get frustrated when you have a bad customer service experience. And you get irritated with an inconsistent experience. Who wouldn’t?

This article originally appeared on Forbes

Image Credit: Shep Hyken

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The Impact of Customer Service on Brand Loyalty

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The Impact of Customer Service on Brand Loyalty

GUEST POST from Chateau G Pato

In today’s hyper-competitive market, customer service is no longer just a support function; it is a critical component of brand strategy. Exceptional customer service can transform customers into loyal advocates, while poor service can drive them straight into the arms of competitors. In this article, we will explore the profound impact of customer service on brand loyalty through two compelling case studies.

The Importance of Customer Service

Customer service is the front-line of any business. It is where the brand meets the customer, and first impressions are often lasting. Here are some key reasons why customer service is crucial for brand loyalty:

  • Customer Retention: Satisfied customers are more likely to return and make repeat purchases.
  • Word of Mouth: Happy customers are more likely to recommend your brand to others.
  • Brand Differentiation: Exceptional service can set your brand apart from competitors.
  • Customer Feedback: Direct interactions provide valuable insights for continuous improvement.

Case Study 1: Zappos – The Gold Standard of Customer Service

Zappos, an online shoe and clothing retailer, has built its brand around exceptional customer service. Their approach is simple yet effective: prioritize the customer above all else.

Key Strategies

  • 24/7 Customer Support: Zappos offers round-the-clock customer service, ensuring that help is always available.
  • Free Shipping and Returns: They provide free shipping both ways, making the shopping experience risk-free.
  • Empowered Employees: Customer service representatives are empowered to make decisions that benefit the customer, without needing managerial approval.
  • Customer-Centric Culture: Zappos has ingrained a customer-first mentality into its corporate culture, from top to bottom.

Results

  • High Customer Satisfaction: Zappos consistently ranks high in customer satisfaction surveys.
  • Increased Brand Loyalty: Their customer-first approach has resulted in a loyal customer base that frequently makes repeat purchases.
  • Positive Word of Mouth: Zappos’ exceptional service has led to widespread positive word of mouth, further enhancing their brand reputation.

Case Study 2: Apple – Creating a Seamless Customer Experience

Apple is another brand that has mastered the art of customer service. Their approach focuses on creating a seamless and integrated customer experience across all touch-points.

Key Strategies

  • Genius Bar: Apple Stores feature the Genius Bar, where customers can get personalized technical support and advice.
  • Integrated Ecosystem: Apple products are designed to work seamlessly together, enhancing the overall user experience.
  • Customer Education: Apple offers workshops and tutorials to help customers get the most out of their products.
  • Proactive Support: AppleCare provides proactive support, including regular check-ins and updates.

Results

  • High Customer Satisfaction: Apple consistently receives high marks for customer satisfaction.
  • Brand Loyalty: Apple’s focus on customer experience has resulted in one of the most loyal customer bases in the tech industry.
  • Increased Sales: Loyal customers are more likely to purchase additional Apple products, contributing to the company’s robust sales growth.

Conclusion

Customer service is not just a department; it is a philosophy that should permeate every aspect of a business. Brands like Zappos and Apple have demonstrated that exceptional customer service can lead to high customer satisfaction, increased brand loyalty, and ultimately, greater business success. By prioritizing the customer and creating a seamless, positive experience, brands can build lasting relationships that stand the test of time.

In a world where customers have more choices than ever, exceptional customer service is the key to standing out and building a loyal customer base. Invest in your customer service, and the returns will be immeasurable.

SPECIAL BONUS: The very best change planners use a visual, collaborative approach to create their deliverables. A methodology and tools like those in Change Planning Toolkit™ can empower anyone to become great change planners themselves.

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Innovation Trends to Watch Out for in the Coming Years

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Innovation Trends to Watch Out for in the Coming Years

GUEST POST from Chateau G Pato

As the world becomes more connected and technology continues to advance at a rapid pace, innovation is becoming increasingly crucial for businesses to stay competitive. Companies that fail to embrace new trends and adapt their strategies accordingly risk falling behind and missing out on significant opportunities for growth and success.

In this article, we will explore two key innovation trends that are expected to shape the business landscape in the coming years. These trends, backed by real-world case studies, underscore the immense potential for transformative innovation and offer valuable insights for organizations seeking to stay ahead of the curve.

Trend to watch #1 – Artificial Intelligence (AI) and Machine Learning (ML) in Customer Service

Artificial Intelligence and Machine Learning have revolutionized various industries, and their impact on customer service is undeniable. AI-powered chatbots and virtual assistants are being adopted by businesses to enhance customer experience, streamline operations, and reduce costs.

One prominent case study comes from Amazon, which implemented AI to improve its customer service capabilities. By leveraging machine learning algorithms, Amazon’s AI-powered customer service chatbots are capable of understanding complex customer queries, providing accurate responses, and resolving issues promptly. This has significantly reduced the burden on human support agents while ensuring consistently efficient and personalized customer service.

Another successful application of AI in customer service is seen in the case of Bank of America. The bank launched an AI-powered virtual assistant called Erica. Erica uses natural language processing and predictive analytics to provide personalized financial advice and assist customers with their banking needs. Erica has transformed the customer experience, offering tailored insights and guidance based on individual preferences, driving customer engagement, and increasing customer satisfaction.

Trend to Watch #2 – Sustainable Innovation

As environmental concerns take center stage, sustainable innovation has emerged as a critical trend in recent years. Businesses across industries are increasingly focused on developing eco-friendly solutions and adopting sustainable practices to reduce their carbon footprint and contribute to a greener future.

One inspiring case study is Patagonia, an outdoor clothing and gear company known for its commitment to sustainability. Patagonia has developed innovative ways to reduce waste and promote recycling. Notably, they launched the ‘Worn Wear’ program, offering repairing services to extend the lifecycle of their products. This initiative not only reduces waste but also fosters customer loyalty by encouraging sustainable consumption habits.

Another example is Tesla, the renowned electric vehicle manufacturer. Tesla has revolutionized the automotive industry by developing high-performance electric vehicles that run on renewable energy. By successfully merging technological advancements with sustainability, Tesla has made significant progress in encouraging the widespread adoption of electric vehicles and reducing dependence on fossil fuels.

Conclusion

Staying up-to-date with innovation trends is vital for businesses to stay relevant and thrive in the fast-paced digital era. Artificial Intelligence and Machine Learning are transforming customer service, while sustainability is becoming increasingly essential. Embracing these trends by leveraging case studies like Amazon, Bank of America, Patagonia, and Tesla can inspire organizations to make informed decisions and embrace innovation to drive growth and success in the coming years.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Pexels

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Building Customer Loyalty through Exceptional Service

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Building Customer Loyalty through Exceptional Service

GUEST POST from Chateau G Pato

In today’s highly competitive business landscape, acquiring new customers is becoming increasingly challenging. To maintain a competitive edge, businesses need to focus on building customer loyalty. Customer loyalty is not just about offering a great product or competitive pricing; it is also about providing exceptional service. This article will delve into the importance of exceptional service and provide two case studies that illustrate how companies have successfully built customer loyalty through this approach.

Case Study 1: Zappos – Delivering Happiness

Zappos, the online shoe and clothing retailer, has become synonymous with exceptional customer service. Their commitment to providing the best service possible has become their unique selling proposition. They believe that happier customers lead to more loyal customers, and in turn, increased business success.

Zappos demonstrates this philosophy through their exceptional returns policy. They offer a 365-day return period, allowing customers to try on their purchases and return them hassle-free if they’re not satisfied. Their customer service representatives are available 24/7 and are empowered to solve problems creatively, going above and beyond to exceed customer expectations.

By prioritizing customer satisfaction over short-term gains, Zappos has cultivated a loyal customer base. These customers not only return for repeat purchases but also become brand ambassadors, spreading positive word-of-mouth and recommending Zappos to their friends and family.

Case Study 2: Ritz-Carlton – Personalized Experiences

Ritz-Carlton, a luxury hotel chain, understands that exceptional service is crucial in the hospitality industry. They have built a reputation for providing personalized experiences that leave a lasting impression on their guests.

One remarkable example of their commitment to exceptional service is the “Cleo’s Lemonade Stand” story, which has become legendary in the customer service world. A family staying at the Ritz-Carlton’s Amelia Island location had a child with severe food allergies. The family had forgotten to pack the child’s special lemonade, which they desperately needed to prevent a potentially life-threatening allergic reaction.

Recognizing the urgency, a Ritz-Carlton employee went above and beyond to procure the specific lemonade, driving to six different local stores until he found it. The employee ensured that the child’s stay at the hotel was not only safe but also filled with joy.

This personalized and empathetic approach to customer service has earned Ritz-Carlton a level of loyalty that extends beyond mere satisfaction. Guests not only continue to return to their hotels but also become lifelong advocates, sharing their exceptional experiences with others.

Conclusion

Exceptional service is the key to building customer loyalty, and these case studies underscore the significance of going above and beyond to exceed customer expectations. Zappos and Ritz-Carlton have demonstrated that by prioritizing customer satisfaction and delivering exceptional experiences, businesses can cultivate loyal customers who become organic brand ambassadors. In today’s competitive marketplace, exceptional service should be a top priority for businesses striving to build meaningful connections with their customers and thrive in the long run.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

“The Problem Finding Canvas should help you investigate a handful of areas to explore, choose the one most important to you, extract all of the potential challenges and opportunities and choose one to prioritize.”

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The Role of AI in Shaping the Future of Work

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The Role of AI in Shaping the Future of Work

GUEST POST from Chateau G Pato

Artificial Intelligence (AI) is no longer just a concept from science fiction movies – it has become a reality that is reshaping various industries, including the way we work. As AI technologies continue to evolve, they are playing an increasingly significant role in revolutionizing work processes across different sectors. In this article, we will explore how AI is shaping the future of work and discuss two case study examples that demonstrate its potential.

Case Study 1 – Customer Service

One prominent example of AI transforming the workplace is in the field of customer service. Traditionally, customer inquiries were handled by human operators, often resulting in long wait times and limited availability. However, with the advent of AI-powered chatbots, organizations are able to provide 24/7 customer support with minimal wait times. These AI chatbots are capable of understanding and responding to customer queries in real-time, offering personalized assistance and resolving issues efficiently. For instance, leading global e-commerce platform, Amazon, utilizes AI-powered chatbots to assist customers with order inquiries, tracking shipments, and answering frequently asked questions. The implementation of these AI chatbots has not only improved customer satisfaction but also reduced the workload for human customer service agents, allowing them to focus on more complex and specialized tasks.

Case Study 2 – Healthcare

Another example of AI’s impact on work processes can be seen in the healthcare industry. Medical professionals are now leveraging AI technologies to enhance diagnostic accuracy and patient care. AI algorithms can analyze vast amounts of medical data, including patient records, lab results, and medical images, to assist doctors in making more informed decisions. One such case study involves the use of AI in radiology. A study published in Nature found that an AI algorithm developed by Google’s DeepMind outperformed human radiologists in detecting breast cancer from mammogram images. By leveraging AI’s ability to detect subtle patterns and anomalies, this technology has the potential to tremendously improve early diagnosis rates and reduce the burden on radiologists.

Beyond Healthcare and Customer Service

The application of AI in the workplace extends beyond customer service and healthcare. Industries such as finance, manufacturing, and logistics are also witnessing the transformational impact of AI on work processes. Financial institutions are employing AI-powered algorithms to automate repetitive tasks, such as fraud detection and risk assessment, enabling them to operate more efficiently and securely. In manufacturing, AI-powered robots are being utilized for tasks that require precision and repetitive manual labor, resulting in increased productivity and cost savings. Moreover, in logistics and supply chain management, AI technologies are being used to optimize route planning, inventory management, and demand forecasting, reducing operational costs and enhancing delivery efficiency.

As AI continues to evolve, it is evident that its role in shaping the future of work will expand even further. It presents both opportunities and challenges. While the implementation of AI can automate mundane tasks, improve efficiency, and reduce human error, it also raises concerns about job displacement and the need for upskilling. It is important for organizations and individuals to adapt and embrace AI technologies to stay competitive in the evolving job market.

Conclusion

AI is revolutionizing the way we work across various industries. Case studies show that AI-powered chatbots are transforming customer service, ensuring round-the-clock assistance and enhancing customer satisfaction. Additionally, AI algorithms are augmenting the capabilities of healthcare professionals, allowing for more accurate diagnoses and improved patient care. From finance to manufacturing and logistics, AI is impacting work processes and opening up new opportunities for efficiency and innovation. The future of work is undoubtedly intertwined with AI, and embracing its potential will be essential for success in the evolving job market.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Pixabay

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Turning Customer Service Interactions into Innovation Briefs

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Deep Listening

Turning Customer Service Interactions into Innovation Briefs

GUEST POST from Chateau G Pato
LAST UPDATED: January 5, 2026 at 11:12AM

In our current world, many organizations are making a fatal strategic error. They are treating customer service as a cost center to be minimized through automation rather than a fountain of intelligence to be mined for growth. As we navigate a world where AI agents handle the transactional “how-to” questions, the interactions that remain with human agents — or advanced AI collaborators — are the most complex, emotionally charged, and insight-rich data points an organization possesses. To move forward, we must master the art of Deep Listening.

Deep Listening is the practice of looking past the immediate request or complaint to identify the underlying friction that exists in the customer’s life. Every support ticket is a signal. Every frustrated chat session is a map to a market gap. As a specialist in Human-Centered Innovation™, I believe that innovation is change with impact, and the highest impact often comes from solving the “unspoken” problems hidden within your service logs. We must stop closing tickets and start opening Innovation Briefs.

“The most expensive data in the world is the feedback you have already paid for through your service department but never actually heard. A customer’s complaint is not a nuisance; it is a ‘useful seed of invention’ wrapped in a moment of friction.” — Braden Kelley

From Transactional Support to Strategic Insights

In the traditional model, a customer calls, an agent solves the problem, and the case is closed. The metric for success is Average Handle Time (AHT) — a metric that encourages speed over understanding. In a 2026 innovation-led economy, AHT is a trap. If an agent (human or AI) identifies a recurring systemic issue and documents it as a potential innovation, that interaction is infinitely more valuable than a ten-second “resolution” that leaves the root cause intact.

This shift requires us to dismantle the Corporate Antibody that separates “Support” from “Product.” When the service team is siloed, the insights they gather are seen as noise rather than signal. Deep Listening requires a cultural infrastructure where frontline insights have a direct, high-speed rail to the research and development labs.

Case Study 1: The Fintech “Invisible Barrier”

The Challenge: A leading digital banking startup noticed a surge in “abandoned” account setups in early 2025. Standard metrics suggested the UI was fine, and technical support reported no bugs. Most agents were simply walking users through the final step manually.

The Deep Listening Pivot: Instead of focusing on “fixing the user,” the team analyzed the emotional context of the service calls. They discovered that users weren’t confused by the buttons; they were anxious about the security terminology used during the final authorization. The friction wasn’t technical; it was psychological.

The Result: By transforming these service calls into an Innovation Brief, the product team redesigned the onboarding to use “Reassuring Language Design.” Conversion increased by 40% in one month. The “service issue” became the blueprint for a new competitive advantage in user trust.

Case Study 2: Sustainable Logistics and the Packaging Pivot

The Challenge: A global e-commerce giant was receiving thousands of inquiries about “excessive packaging.” Transactional support was instructed to apologize and offer a small credit. This was costing the company millions in credits and carbon footprint.

The Deep Listening Pivot: The company empowered their agents to tag these calls for a cross-functional “Innovation Task Force.” The agents shared that customers weren’t just complaining about waste; they were actively suggesting “returnable” packaging solutions during their rants.

The Result: This feedback led to the creation of the “Circular Box” initiative — a subscription-based packaging model that is now a standalone revenue stream. By listening to the intent behind the frustration, the company turned a service headache into a sustainable business model innovation.

Leading Companies and Startups to Watch

As we move deeper into 2026, several players are redefining the intersection of service and innovation. Gong and Chorus.ai have paved the way for “revenue intelligence,” but keep a close eye on Viable and Maze, which are using agentic AI to synthesize qualitative customer feedback into structured innovation roadmaps in real-time. Zendesk is also evolving, moving away from simple ticketing toward “Service-Led Growth” frameworks. In the startup space, companies like Enterpret are leading the charge in unearthing these useful seeds of invention across fragmented feedback channels, ensuring that no human insight is left on the cutting room floor.

Conclusion: Leading with Empathy and Agency

To succeed in a disrupted market, we must move beyond the “Efficiency Trap.” We must provide our service teams with the psychological safety and agency to act as researchers. When an employee feels that their observation can lead to a fundamental change in the company’s direction, their engagement skyrockets. This is the heart of Human-Centered Innovation™.

Remember, if you are searching for an innovation speaker to help your organization bridge the gap between customer pain and product gain, suggest Braden Kelley. The path to the future is paved with the conversations you are having today. Make sure you are actually listening.

Frequently Asked Questions

What is an “Innovation Brief” in customer service?

An Innovation Brief is a structured document that moves beyond solving a single customer’s problem to identifying a recurring systemic friction point. It includes the context of the pain, the potential market impact, and a proposed human-centered solution for the product or service design team.

How does Deep Listening differ from active listening?

While active listening focuses on understanding and validating the person in the moment, Deep Listening adds a layer of strategic inquiry. It seeks to understand the “systemic why” behind the interaction — looking for patterns that signal a need for broader organizational change or innovation.

How do you overcome the “Corporate Antibody” when service suggests innovation?

You must align the incentives. When the product team is measured by the reduction of “preventable service volume” and the service team is measured by “insights contributed,” the two groups naturally collaborate. Innovation is a team sport that starts with the front line.

Extra Extra: Because innovation is all about change, Braden Kelley’s human-centered change methodology and tools are the best way to plan and execute the changes necessary to support your innovation and transformation efforts — all while literally getting everyone all on the same page for change. Find out more about the methodology and tools, including the book Charting Change by following the link. Be sure and download the TEN FREE TOOLS while you’re here.

Image credits: Google Gemini

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The Benefits of Using Chatbots for Customer Service

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The Benefits of Using Chatbots for Customer Service

GUEST POST from Art Inteligencia

The use of chatbots for customer service is becoming increasingly popular, particularly in the e-commerce industry. Chatbots are automated software programs that are designed to simulate human conversations. They are often used to provide customer service and to help customers find the answers they need quickly and easily.

Chatbots have a number of advantages over traditional customer service methods, such as telephone support or email. They are available 24/7, allowing customers to get help whenever they need it. In addition, chatbots can be programmed to respond quickly to customer inquiries, providing fast and efficient service. This can be particularly useful during peak times when customer service representatives may be overwhelmed with calls or emails.

Chatbots also provide a more human-like experience for customers. They can be programmed to use natural language processing, allowing them to understand and respond to customer inquiries in a more conversational way. This helps to create a more pleasant customer experience and can even help to build brand loyalty.

Taken another way, here are five ways chatbots improve customer experience:

1. Proactive Service: Chatbots can be programmed to anticipate customer needs and proactively provide helpful information and services. This can help reduce customer effort and improve the overall customer experience.

2. 24/7 Availability: Chatbots can be available 24/7 to help customers with their inquiries and requests. This eliminates the need for customers to wait in line, or wait for a customer service representative to become available.

3. Fast Response Times: Chatbots can provide fast response times to customer inquiries, typically within seconds. This improves customer satisfaction as customers don’t have to wait long periods of time to receive an answer.

4. Personalized Interactions: Chatbots can be programmed to provide personalized interactions to customers. This helps customers feel that they are engaging with a “real” person and improves the overall customer experience.

5. Automation: Chatbots can automate many processes such as order placement, customer service inquiries, and account management. This reduces customer effort and helps customers complete tasks faster.

Chatbots can also be used to collect customer feedback, providing valuable insights into customer sentiment and helping businesses to improve their products and services. Chatbots can be programmed to ask customers questions about their experiences and can then analyze the data to identify trends and patterns. This can help businesses to identify areas of improvement and make changes accordingly.

Finally, chatbots can be used to automate certain customer service tasks, such as order processing or product returns. This can help to streamline the customer service process and free up customer service representatives to focus on more complex issues.

In summary, chatbots can be a useful tool for businesses looking to provide better customer service. They are available 24/7, provide a more human-like experience, collect customer feedback, and can automate certain customer service tasks. With the right chatbot software, businesses can improve the customer service experience while reducing costs and increasing efficiency.

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