How can you educate customers about the role they play in a company providing them with an outstanding customer experience? Perhaps we can, in some way, educate customers about effective two-way interaction?

by Abraham Venismach
Have a clear understanding with customers about how you can enhance their experience. If you come at 9:00 a.m. instead of 11:00 we can get you right in. If you can wait until Monday then I can give you what you want. Again make it clear to the public what you can do and what you can’t do. Clarity and telling the truth are always the right approaches.

Lee Cockerell (Retired and Inspired) Founder Lee Cockerell, Author of,Creating Magic,The Customer Rules,Time Management Magic; Career Magic, Thrive15.com

Don’t educate your customers. There is no way near a “master-apprentice” relationship. In fact, the customer educates YOU how he/she expect/want to be treated. They vote with their feet: when you don’t meet their expectations, they’ll leave you. The mowt loyal customers will share their disappointment with you, just to give you 1 chance -and 1 chance only- to recover your service. A customer expects YOU to listen, to understand and to act accordingly. It’ll never be the other way around.

Marco P. HouthuijzenCustomer Care Manager, Sales Manager, Senior Customer Success Manager, Growth Hacker

There is no perhaps involved. Marketing and customer experience is something we do with the customer, not to the customer. The customer needs to be involved all the way. What are their needs? How would they like them filled? What can we do to make their lives easier? All of this requires us to have two way communication with the customer. Are we really listening? Can we hear between the lines? Customers don’t always know what they want, but they do know what they need help with. It is our job to understand what they need and then to give it to them. This is what will make their customer experience truly outstanding. A great way to start a good dialogue with the customer is how you handle complaints. Find out why the customer is unhappy. Look at it from their perspective. Now make it right. It is a subjective process, based on an open dialogue between you and the customer. Can we scale these solutions to other customers? Now you have found a new market segment. We need to be accessible, and what Peppers and Rogers call “Trustable”. The financial payoff is definitely worth it.

Dr. Moshe DavidowService2Profit-Improving Your Business Performance | Customer Centricity, Service Quality+Internal, Complaint Handling Adjunct Lecturer at Technion – Israel Institute of Technology Editor at Journal of Creating Value Lecturer in Marketing and Services

Communication is one of the big parts of a customer relationship. Ask questions, listen to answers, make suggestions, get buy-in to those suggestions, ask for feedback, ask how we can be better, etc. Communication is one of the cornerstones of an outstanding customer experience.

Shep Hyken Customer Service and Experience Expert, Keynote Speaker and Bestselling Author

Own it, make it as easy as possible for the customer. The best companies, Apple, Zappos, Uber, & Amazon found out what the bottleneck was for customers to do business with their competitors and they figured out how to remove that pain point. It is your job to create the system, the solution, eliminate any user error that can occur.

John DiJuliusAn international consultant & best selling author of two books he works with companies like The Ritz-Carlton, Lexus, Starbucks, Nordstrom, Nestle, Marriott Hotel, PwC, Cheesecake Factory, Progressive Insurance, Harley Davidson, State Farm, Chick-fil-A & many more.

Customers have higher and higher expectations especially when interaction with brands over digital channels. Every response we give them is a business opportunity: fixing their issues but also to proving them once again that we are their best fit. More specifically, I suggest to to leverage the ‘best conversations’ (those where customers expressing gratitude) to teach them how to behave to save our time in order to let them save theirs. I remember that 20 years ago my first boss use to say ‘help us to help you’ and he was right! It is our interest to engage and educate our customers, day by day, regardless the channels we interact with.

Paolo Fabrizio ✔ Social Customer Service I Author I Trainer I Speaker [ITA ENG SPA]

The best education for customers is what they witness you doing!

Chip BellSenior Partner at The Chip Bell Group | Author | Keynote Speaker | Innovative Service | Customer Loyalty

When we have a real, two way, interactive conversation with a customer, for example someone we do business with regularly, it’s relatively easy to find out what each other wants and what makes each other tick. However, when it’s a one off transaction or if I have an issue, I appreciate a company that tells me exactly what they need from me. Why not say on your website, when contacting us, make sure you have this ready, or that to hand. Then I would know what’s expected of me when I make contact. Let’s also publish the stories where a customer has made our job, and ultimately theirs, easier and more straightforward. This will start to build expectations and let other customers know how they can make their journey easier. Talk to your customer service advisors and ask them what customers can do to make life easier for everyone and they’ll soon tell you. Let customers know all the ways they can contact us, let them know they can contact us when and how they want to – then they’ll be aware that they don’t have to call if they can email, don’t have to wait for a call back if they can web chat while doing something else. Let’s communicate and everyone will be happier! On the other hand, if the customer is always right, then they’re doing their part of the interaction already because whatever they do, it’s our job to love them!

Mike MurphyCX Leader & Practitioner, Performance Specialist, Business Strategy and Transformation.

The first thing you must do is if you are soliciting feedback from them via VOC surveys, then make sure that you provide them with regular updates on how their feedback is making a difference. In other words don’t ask if you can’t act. Then encourage and/or invite them to participate in other feedback activities as part of a focus group or a customer/employee cross-functional session on how to improve CX. This will give them an opportunity to see things from you perspective and also play a role in fixing issues.

Gerry Brown Saving the World from Bad Customer Service – Customer Experience Specialist, Speaker on Customer Inspired Thinking

One of the best approaches is customer co-creation or customer insight panels! If they feel a sense of involvement, they will buy into the results.

Tema FrankCustomer Experience Speaker/Consultant/Trainer/ Author of “PeopleShock: The Path to Profits When Customers Rule”

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Comments

  • Gangadhar Krishna
    December 1, 2017

    It is imperative to have a healthy two way communication with your customer. A powerful phrase as ‘Help us to help you’ would go a long way in educating the customer on how much he matters in your service to him. Make ‘Customer is King’ kind of cliche more meaningful. Ask for his comments and feedback. But remember to make such surveys customer friendly and not an ordeal. Lastly there must be some incentive for the customer for his time, thoughts and effort to provide his valuable feedback.

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