“UX and CX: Same Language; Different Dialects” by Jared M. Spool https://link.medium.com/midYz2tG4U
No customer contacts Customer Service for the sake of it. They do it because they have hit a barrier somewhere else in the organisation that is stopping them from achieving the things they set out to do, and they turn to the Customer Service to offer solutions.
When this happens customers want:
- To be able to contact an organisation in ways that suit them.
- To have their questions answered quickly, accurately and in language that suits them.
- To feel listened to and understood.
- To get back to doing the thing that they wanted to do in the first place. (Sometimes this is impossible and there is no solution, sometimes the customer journey goes into a dead end, what then?)
- Tools/systems/processes/teams to facilitate these outcomes for the customers.
- To have a process for understanding the barriers and dead ends and deciding what to do about them.
Customer Service in isolation helps the problems to keep occuring.
Customer are the best testers an organisation could ever have. They’ll break every process, introduce every edge case, overcome every barrier and dead end. The challenge is to get that feedback from customers, through the Customer Service team, and on to the teams that can use it to make improvements. Close the loop.
The majority of my role is focused on improvement projects. Only maybe a sixth of my time is spent on the operational side of the business. And maybe only a sixth of that time is spent on answering customer service queries.
But, I think customer service is the most important part of what I do. I look at customer service queries every day, not because I’m necessarily the best person to answer them, but because it’s a good way to see what’s going on for our customers.
‘Getting closer to customers’ is one of the principles I think a lot about in how we improve and grow the business, and of course providing excellent support for our customers is a vital part of that, but more than that, our customers tell us how we should improve the business so we should definitely listen to them.
Today we went live with our new customer services system.
It’s a very Kanban-ish with all the tickets visible, each ticket having a status and states to move through (open, waiting & resolved), each ticket having an owner which means only one person can work on it at any time, and tickets having an SLA which serves to limit the work in progress.
The new system will help the eight people across three sites involved in customer services to be more coordinated in how they help customers and achieve our principles:
- Shared: We all work together to give the customer the best experience of the BHF. Customer experience is everyone’s responsibility.
- Speed: We want to provide the fastest route to resolution for the customer.
- Satisfaction: We want the customer to feel satisfied with the resolution, keep the relationship intact and maintaining the reputation of the BHF.