Customer Services Strategy by Martin Hill-Wilson
I went to a key note speech by Martin Hill-Wilson. Here are a few of the inspiring and insight points he made.
“Customers lead the way in expectations and it’s easy for businesses to get behind the curve.”
“Self-serve only works if the answers are easily discoverable.”
“Marketing has no currency any more, advocacy is essential.”
“Channels multiply, they seldom die”
“Solving new problems in the old ways doesn’t work.”
“Delivering omni-channel on mobile is hard, but that’s where the customers are.”
“Providing digital-only customer service is channel disruption and block customers from choosing the channel that suits them.”
“Customer Journey Mapping is the visualisation of how things fit together, and for each touchpoint it matters what happened before and what happens after.”
“If you don’t understand how the dots join up, you haven’t understood the problem.”
“Customers can be encouraged to change their behaviour by offering a better alternative.”
“Customer Experience can be understood and measured by asking ‘Was it successful?’, ‘How hard was it?’, and ‘How did it feel?’.”
“Customers don’t remember the entire experience, they just remember the beginning, the end, and the outliers.”
“By 2020, customers will manage 88% of their relationship with enterprises without interacting with a human.”
“Self serve can reduce the effort for the customer.”
“Can’t increase self serve with poor customer journeys.”
“The history of Customer Service has been about efficiency rather than effectiveness and quality.”
“The best customer service teams deliver impact immediately and in the long term.”