Opentalk Recap: The Rise of the Customer-Centric Company - Talkdesk - ContactCenterWorld.com Blog
This blog post is an Opentalk 2016 panel recap. For more Opentalk content, check out Opentalk Full Coverage.
Session: The Rise of the Customer-Centric Company
Moderator: Narinder Singh, mlCare
Panelists: Todd Enders, Sr. Director of Product Marketing, Salesforce
Bryce Maddock, CEO, TaskUs
“The customer is always right.”
BRYCE: This mentality has existed for as long as businesses have existed. One of the most interesting new developments is how powerful word of mouth has become.
TODD: The evolution of this mentality is the idea of “challenging your customer.” The customer isn’t always right! Businesses have something to bring the customers, so they should be trusted to make the right call.
“Your customer doesn’t want to talk to you.”
TODD: Everything has sensors. Businesses can now detect and fix problems without customers having to call in. That’s nirvana.
BRYCE: Human-to-human contact isn’t the best channel for customer communication. When there is that kind of contact, it usually means something has gone wrong. Customers only want to talk when things are highly emotional.
Customer expectations have changed.
BRYCE: On-demand has caused a dramatic shift in customer expectations. For myself, I remember a few years ago that I was willing to wait 45 minutes to speak with a company. Today, 45 minutes is an absolute eternity. I pull out my smartphone and get anything I want in five minutes. Incumbent industries need to rework incumbent processes to keep pace!
Adapting to the needs of your customers
BRYCE: In San Francisco, we try to be flat and to treat everyone the same. In truth, all customers are not created equally. Companies need to make tough decisions about what level of service is appropriate for each customer.
TODD: The same goes for channels. Different customers and different types of interactions require different channels. For example, online tax software lends itself to video support. People are, understandably, tense about their taxes. They need to be provided with an emotional service. That’s not a technology trick; that’s psychology!
How to create a customer-centric culture
TODD: It all starts with customer onboarding. Many companies skip putting policies in place and it comes back to bite them. Don’t get caught asking yourself, “Wait, I’m supposed to retain my customers?”
BRYCE: We believe in being “team-obsessed” and investing in agent happiness. We feel it creates a self-reinforcing cycle where good agents attract good customers who in turn attract better agents.
BRYCE: The customer journey starts long before you talk to the customer. It starts when they get to your website or app.
TODD: You should start assuming that every business tool or system will start turning over once or twice a year. That’s normal. We need to adjust to that.
BRYCE: Don’t sell to the CEO or the CIO. Be super clear about who you are selling to. Decide who your champion is.
TODD: My advice to vendors hoping to get the best ROI with technology is to partner up early.
BRYCE: Needing customer service is not evidence that you have failed in building your product. It’s an opportunity to learn from your customers and alter your roadmap accordingly.
For more Opentalk content, check out Opentalk Full Coverage.
Opentalk is a forum on the future of customer experience and communication. It brings together forward-thinking business leaders who believe in the revolutionary idea that real-time communication is the best way to provide a superior customer experience. Opentalk will explore how technology can improve the customer experience by enhancing customer loyalty and happiness. Celebrate and learn about the innovations that are fueling the customer experience revolution at Opentalk 2016.
Publish Date: May 20, 2016 5:00 AM
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