The Importance Of Context In Creating A Great Customer Experience - Alex Mead - Conversations That Matter - Episode #51

Conversations That Matter, a podcast from Uniphore

On this episode of Conversations That Matter, we are joined by someone who has led multiple contact center improvements, via voice, digital, & social innovation, for global brands. He constantly strives to apply CX solutions that make life better for customers and he’s published numerous articles on what proper CX looks like. Joining the show today is Global Customer Service Experience Director at Customer Service Experience Leadership & Transformation, Alex Mead. On this episode, Randy Ksar and Alex will discuss when customers do and don’t want to talk to a human agent, when you should gather customer feedback, and the importance of customer context in great CX.

Takeaways:

• At the end of the day, a customer wants to find the answer to their question quickly and easily. That answer doesn’t always come from a human being.
• When building your support channels, chatbots should serve as a concierge. It’s great if the chatbot can help the customer, but if not, customers should be able to choose which channel they speak to a person on.
• When you send out customer feedback surveys, they need to be sent at the right lifecycle stage. If you promise a customer a solution for tomorrow, but send them a survey today, they won't be able to fill it out properly.
• Many businesses treat customer experience as one large nebulous thing. In reality, it’s made up of brand and marketing experience and the customer service experience.
• Before you start implementing technology, start with figuring out the reason your customers are calling.Gather the questions your customers are asking, and group them together.
• Context is one of the most important factors in CX. A customer's product may be late, but the context of that product determines the level of response. A late pair of socks doesn’t have the same urgency as a late 50th wedding anniversary present.
• A good customer experience follows the EPIC plus TIME framework. Your customers need something that is Easy, Personalized, Intuitive, and Contextual. Your customer service staff needs TIME (Time, Information, Motivation, and Empowerment).

Quote of the Show:

• “Every question the customer asks of you, try and think of the context. Context is the biggest missing thing in CX.” - Alex Mead

Links:

• Twitter: https://twitter.com/AlexJamesMead
• LinkedIn: https://www.linkedin.com/in/alexmead/

Articles:

• http://www.growthconsulting.frost.com/web/images.nsf/0/0BF3ECE15B8C3CF965257639003A2867/$File/CCQ3_Mead.pdf
• https://www.slideshare.net/mobile/AlexMead1/embercasestudycitylink-66815952
• http://www.totalcustomer.org/2016/06/30/customer-service-interactions/

Ways to Tune In:

• Apple Podcast: https://podcasts.apple.com/us/podcast/conversations-that-matter-podcast-for-contact-center/id1525650658
• Spotify: https://open.spotify.com/show/6Xx9G8w6bntQayIpbkgxc5?si=cNeVuJicSHagsftlpL8-tg
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9jb252ZXJzYXRpb25zdGhhdG1hdHRlcnBvZGNhc3QubGlic3luLmNvbS9yc3M