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Treat People like People with People - Cecilia Damico

Treat people like people with people

Cecilia D’Amico

Business Partner presso Praxidia

23/05/2019

Great products are not enough anymore. Today it’s important for companies to figure out what customers want and then design, develop and arm the employee to deliver great customer experiences.

This is crucial for all the industries, but more so for those industries where the relationship with customers is managed by a human. 

We have two protagonists 
  • The customer and the employee, both with their background, knowledge and expectations that can hugely impact each interaction. 
  • A lot of companies are so now moving from a customer experience world to a human experience one.
Humans & Innovation

Technology innovation has led people to search for the human sphere in experiences. Paradoxically, technology is humanizing and it has also grown manners to fit it with our ideals of social niceties.

So, we can enter the most innovative and digital store where we can do smart payments or have touch screens that show how many fats has a snack through a bar code scan but there is no innovation without humans.

Human Experience Key Factors

Empathy: Sales skills are a direct consequence of our ability to enter into relationships with people and develop a human to human dialogue. Empathy is an innate gift in many people, but can be developed and learned. It is always a question of “education”.

Empathy in all the roles that bring the product/service into the hands of other people (customers or consumers) can be trained with projects that are focused on the human side of the sales interaction.

Technical knowledge: Training also plays an important role also from the point of view of technical knowledge about brands and products/services, so that the sales experience becomes a consulting experience.

People expect professionalism from the sales person, advice on the product and the brand, but not as a product card would tell it, rather like Mr. Brand himself would tell it.

Employee Advocacy: Customer facing roles are by themselves promoters of the brand when they feel recognized by the brand itself as people capable of making the difference. Loyalty means investing time and money in assessments, training and team building. In other words, employee advocacy means listening, evaluating, training and believing in people.

Praxidia Global CX survey shows, how the listening ability, effective communication and agents’ empathy are among the top factors leading to an increase or decrease in customer satisfaction. Highlights of the results for Germany and the US below demonstrate these results.

IMPACT OF SPECIFIC CUSTOMER SERVICE’S ITEMS ON CUSTOMERS SATISFACTION

Global CX Survey 2018 | Germany

The survey presented a list of attributes related to the customer services and we applied the logyCs* model to calculate the relevance of each one on the customers satisfaction in the country.

Attributes’ relevance and impact driving customers satisfaction


IMPACT OF SPECIFIC CUSTOMER SERVICE’S ITEMS ON CUSTOMERS SATISFACTION

Global CX Survey 2018 | USA
The survey presented a list of attributes related to the customer service and we applied the LogyCS* model to calculate the relevance of each one of the customers satisfaction in this country.

Attributes’ relevance and impact driving customers satisfaction

 

Technology and Digital
People must have the tools to be innovatively human.

A bank consultant without a trading online application that allows to continuously monitor and manage customer’s investments cannot be a consultant in line with the times. A customer care agent without a performant and updated CRM cannot interact in a personal way with the customer, from human to human.

Humanize interactions
People remember people, much more than the product/the service. How the company dealt with them at their time of need, anger and perhaps desperation with the brand, is how they will remember the brand. This will define the next stage of brand loyalty. 

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