Mastering the Five A’s of Successful Customer Engagement with Brett Frazer

The Experience Architect

Welcome to the Experience Architect show, where we aim to inspire you to make more meaningful experiences every day.

Today’s guest is Brett Frazer, a customer experience veteran, who brings over 25 years of expertise from roles at Microsoft, Adobe, and Sunbasket. Brett is the co-founder of ServiceMatters and author of “Your Hidden Profit Center: Mastering the Five A’s of Successful Customer Engagement”.

He shares his journey from starting as a customer service agent to leading impactful initiatives in customer and employee engagement around the world.

We discuss: Implementing Customer Engagement Frameworks, Manufacturing Empathy, Outsourcing, and transitioning from a cost center mindset to a value center mindset.

Episode Highlights Brett’s Journey

Origin: New Zealand born and raised, lived and worked in the US, UK and Asia

Career Path: From bouncer and retail worker to frontline agent, program manager and CX leader

Major Roles: Service and Experience Leader at Microsoft, Adobe and Sunbasket. Co-Founder at ServiceMatters and Author.

The Five A’s Framework

• Acknowledge: Recognise the customer, their relationship, and their problem.
• Align: Understand and align with the customer's desired outcome.
• Assist: Provide multiple options to solve the problem.
• Advise: Offer valuable advice based on the customer's journey and usage.
• Ask: Request value in return, such as reviews, actions, or feedback.

Manufacturing Empathy

• Experiential training design
• Finding the experience disconnect

Creating Expectations

• Setting realistic expectations
• Aligning with desired outcomes builds trust

Leading Change

• Identify and leverage change champions within the organisation
• Support early adopters of the change to create a movement

AI and Automation

• Ways automation and AI can enhance customer service
• The need for balancing technology with human interaction for optimal results

Takeaways Intentional Design

Be deliberate in designing customer and employee experiences to ensure they create value and satisfaction.

Empathy and Empowerment

Train and empower your people with the right tools, knowledge, and authority to make decisions that benefit both the customer and the company.

Resources

Book: Your Hidden Profit Center: Mastering the Five A's of Successful Customer Engagement: Available September 2024

First Follower: Leadership Lessons from Dancing Guy – Derek Sivers http://bit.ly/dancing_guy_ted

Connect with Brett

LinkedIn: https://www.linkedin.com/in/brettfrazer/

Connect with Tony

LinkedIn: https://www.linkedin.com/in/tnamulo/

Website: https://www.tavale.com