Why has the Customer Experience topic been so widespread today? And how you can you take advantage of it?
I had the opportunity to participate, on December 1st, in the event: The pillars that sustain the experience of serve, very well organized by the Instituto Brasileiro de Hospitalidade Empresarial (IBHE), in the beautiful and comfortable auditorium of the Hospital Samaritano, in São Paulo. And I am here to share with you some reflections, always with the goal of adding value in this escalation of learning about the subject of customer experience.
The communication is a dimension of the customer experience
The concept of customer experience, as a guardian of the journey from one end to another, begins to arrive in the communication agencies and, by the way, is already well interpreted by many professionals.
Ricardo Pomerans, co-president of Rapp Brasil, and Maurício Castro, professor at FIA / USP, bring us good insights on the subject. “Communication is a dimension of consumer experience. And service is another dimension”. Ricardo argues that we need to truly understand the consumer and reinforces that “engagement and experience have to do with understanding who we’re talking to”.
The data that already exists can be used so well in the day to day. “By the tone of voice that the person speaks in the SAC, you can understand what type of interest that individual has”. The idea is to join the data of the worlds online and offline. We can, as a great tactic, capture the data during the client’s shopping journey. And when we talk about Customer Experience, the topic is very comprehensive, of course. There are at least three dimensions when we advance in the understanding of experience. Let’s see!
Today, people relate to the brand is different from being loyal to the brand. Fidelity is in the relationship of the brand, that is, how the brand relates to the customer.
Imagine that you have just arrived at another country and, using your credit card, discovers that it hasn’t been validated for international use. It’s an unpleasant situation, which can end with a sad or happy ending, depending on the way your bank gets involved in the case.
By the way, this is a typical case that happens every day with several clients. Many of them, are surprised by great answers from the care center: proactive, fast and effective. Others can not get out of the place, not even talk to the company.
“Behaviors delivers results, whether they are good or not. And feelings generate behaviors that generate results”, according to Castro.
The Power of Listening
Companies that are ahead in the field of customer experience are very attentive in the continuous exercise of listening. The more you listen, the more you learn about the customer.
And the practice of listening leads to quality to pack the best experience. Listening makes you discover the true profile of the customer, and this helps you to adapt to the brands persona.
Empathy is one of the great pillars of the relationship humanization
This draws attention to the technology topic. The technology itself doesn’t come as the pill of all problems, but as a tool that can facilitate the experience, simplify and make practical interactions.
But what is discussed in experience isn’t just technology; the focus is on language. That’s why, regardless of the technological advance, empathy will remain the main pillar of the relationships humanization. It’s not enough just to have a voice speaking. The complete strategy comes from combining the knowledge of various professionals such as designers, writers, linguists and UX designers.
The focus must be on the journey, from the beginning to the end. The challenge isn’t to build bad journeys. The construction of weak days happens when the areas are myopic, not seeing the whole journey. Each area looks at its touch point, and no one sees the whole. They become real silos, isolating themselves and doing things each their own way.
A journey is made of interactions or micro-experiences. And it’s no use a fantastic note in the telephone service, a medium note on the delivery, and zero post-sale.
Customer Experience is the overlap of people, business and technology. In this context, when we speak of business, the projected experience must be feasible. Value is what is drawn from experience, and better experiences need to be paid.
It doesn’t deliver a better customer experience overnight. Business examples in this field are patient, disciplined and focused. They calibrate, measure, until they reach the best experiences.
Reality: Brazil vs World
When we speak about the reality Brazil vs. the World, Maurício Castro comments that: “The United States and Europe are well ahead of Brazil. The good news is that the subject Customer Experience has already entered the business agenda very strongly, especially in the last three years. Everyone is talking about CX. Some do not know and think it’s a call center with bot mimicking the human voice. But even then, there has been a lot of evolution. Companies today already know the subject, but are starting to implement now. They need methodology.”
Speaking of customer experience, today we have two types of companies: the native ones in CX and the migrants in CX. It’s enough to observe the behavior of a startup, its language, how to relate to the client, avid interest in feedback and learning.
On the other hand, we have the traditional companies, which today make a herculean effort to become client oriented organizations. Many of them want to do it, but they don’t know how to do it yet. However, the best of all is that the movement has already begun, and that is what matters. Migrants are worrying about it, CEO’s already put the issue as a priority item, including in their budgets.
And in practice? For many companies, it’s still lacking to do the math: the journey as it is and how it should be. Understanding the journey makes it easier to make the project viable. And it’s easier for senior management to understand that it’s not cost. It’s economy.
Companies starts to worry about the before, the during and the after
It doesn’t matter the industry. Doesn’t matter the size. Doesn’t matter the customer profile. Whether you lead customer experience in an airline, hospital, builder or insurance company, you’ll always have plenty of raw materials to work on a better customer experience. And this gold raw material is represented by customer interactions with your brand.
Well-known brands such as Gol, Nespresso, Outback, Care Plus, Cyrela, Fleury Group, Edmundo Vasconcelos Hospital Complex and Mary Kay are becoming successful cases when it comes to improving the customer experience. They were cases presented during an entire day at the IBHE event, each showing what they did and have done best in the field of experience and team engagement.
But what has these brands have in common?
When you pay attention to your presentations, it isn’t so difficult to understand that these companies are looking for a lot in common, especially the relationship factor with their customers. Let’s look at some points:
Is it possible for a hospital to have NPS of 91 points? For the Syrian Lebanese Hospital, the answer is yes!
Their managers understood a message that few hospitals understood: the democratization of medicine and the empowered patient. And they have gone beyond: they really understood what is value from the perspective of the patient. They have learned that the concept of journey and points of contact apply to the health area. They can master the paradigm of experience, which is the joining of people, processes and environment.
With this, the vision of a whole journey becomes regular in the day to day management. The subject is more than strategic, the example is top down and the patient experience head, Dr. Marcelo Alvarenga, doesn’t respond to a director, but directly to the president.
For the Hospital, the Customer Experience office, besides being a strategic area, “is a combination of culture of quality, safety and patient-centered care”, according to Alvarenga. They understand that the path in the relationship with the patient is in the education. They do what has to be done, but they respect the preferences. They work several improvement projects with the leaderships of the areas.
The time when the hospital decides everything alone, in an authoritarian way, is long gone. Today’s version is that of partnership, in which hospital and patients work together, promoting co-creation. They know that effective communication improves adherence to treatment. And this is fantastic!
Customer experience events in Brazil are still lacking in the scope of content
I already had the opportunity to attend several events in Brazil, focused on the theme Customer Experience. And a mistake repeats itself: the content scope doesn’t follow the true precepts of CX. Some events turn into mere commercial presentations, where the focus becomes the institutional portfolio of the company, number of employees, billing, structure and everything that they are experts and do better than the competitors.
There is no doubt that the cases presented teaches, inspire and are great examples for us. But that’s not enough. Talking only about the business itself sometimes becomes dull, boring and tiring. If you have ten presentations in the program throughout the day, few can really get the audience to learn how to do it; how I got here and what you can do in your business, regardless of the size, to do different and grow.
There’s a void for the audience. It’s missing the way that I did it and how you can get there too. It’s missing those five hot tips that serves to apply in any business. Presenters focus on both your business, your advertising film, your product, and your brand that forget to link to the concepts of Customer Experience, Customer Service or Customer Success.
But where do the organizers go wrong? They err in the content briefing, because they imagine that the success of the business already guarantees the success of the presentation of 1 hour, on the stage of the event. And it’s not true. Brilliant companies can make poor and even prepotent presentations without generating value to the audience.
Organizers should meet once or twice with the presenters to guide the content, regardless of whether the speakers are sponsors, contractors or volunteers, and whether or not they represent a high-profile brand.
No more than 30% of the time should be focused on the business, to show products, competitive advantages, structure and even that advertising film that has just left the agency. And 70% of the time should be focused on the subject of customer experience at its core, where the presenter could truly “spend” their knowledge to enrich the audience, whether with teasing, research results, techniques, and especially with the “how to do it”.
With this, the event would certainly deliver far more value. And it would, in fact, be a differentiated experience of knowledge.