CX Strategy from Top Experts - Customer Experience Strategy and Tactics

Is Omnichannel Language Support in your Contact Center Strategy?

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It’s a $40 billion industry and the fourth fastest growing according to Common Sense Advisory. But the language industry is possibly the largest industry sector you have never heard of. Yet, as we know, language is crucial in providing a great customer experience. In our ever-growing global economy, omnichannel language support needs to be included in your contact center strategy.

Learn why omnichannel language support is needed in your contact center. Click to Tweet

Enabling easy access to omnichannel language support has been a challenge for most organizations. But the demands of the past may have allowed for that to be acceptable. And managing language services has not been on the top of a contact center leaders list.

But the need for language support services with globalization and the increases in omnichannel support combined with an organization’s push to work more effectively cross functionally, you must be more proactive.

Managing Language Support

To get a better understanding and grip on managing your omnichannel language support, to be able to deliver a non-native language customer experience that engages, you need proper tools.

Because of this growing need, I was glad to meet up with Matt Schuh of GLOBO and learn about their GLOBO HQ solution and related services at ICMI’s Contact Center Expo.

Watch Matt Schuh of GLOBO on Omnichannel Language Support in Contact Centers Click to Tweet

Unified Language Services Management

GLOBO HQ is a platform that gives your contact center the ability to access any channel language support. You can order on-demand support or schedule ongoing projects. Manage, track and visualize every detail with real-time insight into usage data, service-level data, call data and population data – all numbers specified by language, all reports customized to your needs.

Other departments may also be using language services. Via GLOBO HQ you can view across the enterprise the use and spend for language support. This visibility gives executives the opportunity to see what’s happening so they can manage costs as well as compliance and make the best decision.

About Globo

GLOBO is a B2B communication platform provider, specializing in translation and interpretation technology, services, data and insights. GLOBO serves clients across industries, including healthcare, insurance, banking, life sciences, and gaming and tech, as well as federal and state government agencies. GLOBO’s cloud-based technology, GLOBO HQ™, is a centralized platform for every language need, including interpreting, translation and transcreation services. Source: www.helloglobo.com.

Bringing language services into the modern era

Jeannette Stewart, cofounder of Translation Commons, a nonprofit aiming to unite the diverse sectors within the language community to encourage cross-functional collaboration and former CEO of CommuniCare, a life-sciences translation company with offices in London, Paris, Athens, Budapest and Los Angeles shared with me some insight into the language services industry.

It is a horizontal layer covering all global commerce and enhancing global communication. Whereas translation and interpreting have existed from antiquity, today the language industry has become considerably more sophisticated and facilitates the growing digital global commercialization.

Global communications and worldwide connectivity are creating unprecedented localization requirements. This is being enabled to a growing degree by technology. Yet the foundation of all translated texts is still human translation.

Translators are people

Translators form the foundation upon which the rest of the Language Industry edifice is built. Translation has a long history and comprises skill-sets and specialisms depending on the languages involved, subject matter, target audience, technological platform and so on.

When we consider that there are over 7,000 languages in use across almost 200 countries, we begin to sense that the scope of translation must be as broad as the earth is long. Given also that some languages are in much greater use than others and have developed an extremely sophisticated lexis, our view of global communications takes on many additional shades of grey lying between the black and white of source and target pairings.

Essential to communicating

Translators are a human resource essential to communicating all manner of subjects in all manner of forms. Without them products and services would not have the reach they now seek to fulfill.

Sales and support would be strictly confined to their country of origin without language support. Financial and legal sectors would be similarly static in their activities. Engineering and science too.

Sales and support would be strictly confined to their country of origin without language support. Click to Tweet

Are you ready to get proactive with language support?

If you don’t want to get caught off-guard with this ever-growing (and complex) demand in omnichannel language support contact Matt Schuh at: matt [at] helloglobo.com.

Join me on the Fast Leader Show Podcast

Listen to the Fast Leader Show now. It’s an energizing docuedutainment (don’t look it up I made it up) podcast released each Wednesday and hosted by Jim Rembach. Each week, Jim introduces you to real folks (from the call center industry and beyond) with real stories of how they were able to get over the hump and lead themselves or others better…faster. You’ll learn how to become a better leader (faster) through their stories by improving your employee and customer engagement through the power of improving your emotional intelligence. Get more human-centric and move onward and upward…faster.

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Jim Rembach

Jim Rembach is the Editor in Chief of the Customer Service Weekly and it’s Podcast host. He is President of CX Global Media and the creator of the Call Center Coach Virtual Leaders Academy. As the host of the Fast Leader Show Podcast, he has interviewed hundreds of experts, authors, academics, researchers, and practitioners on various angles, viewpoints, and perspectives for improving the customer experience. He has held positions in retail operations, contact centers, customer support, customer success, sales, and measured the customer experience. He is a certified Emotional Intelligence practitioner, Employee Retention Specialist, and recipient of numerous industry awards.

www.influencetoaction.com

The Most Important thing in Customer Experience

by Jim Rembach

The most important thing to improve the customer experience is not your journey map. With all of the hype about customer journey mapping you’d tend to believe that if you want to improve the customer experience that this is the most important thing you need. It’s not.

But I’m also not saying that you should not do it. Journey mapping is a great tool for you to understand how your customer navigates your company and how the processes you have built (or by default) impact your costs and their satisfaction, retention, advocacy, or defection.

What is the Most Important thing in Customer Experience?

On of the most important discoveries for designing and managing the customer experience was made by neuroscientist Antonio Damasio.

He studied people with damage in the emotional centers of the brain. He observed several people that appeared normal, except that they were unable to feel emotions. Surprisingly, they all had something odd in common: they were unable to make decisions.

They were able to rationally describe what they should be doing. They were well spoken and very logical in their explanations. However, they struggled to make even simple decisions. One study participant even anguished for hours trying to decide on what to eat.

Damasio concluded that emotions rule (or bias) our behavior and decision-making. And that falsely we think we are able to decide rationally, but in fact, what is perceived as a rational decision requires emotional input.

Therefore as a person responsible for the customer experience you must put emotions into the forefront of your design thinking and value creation. Emotion is the most important thing in the customer experience because customers are making (emotional) decisions to do business with you, not do business with you, refer you, and leave you.

“Emotion is the most important thing in the customer experience.” Click to Tweet

Changing the definition of Customer Experience

In conducting research for this article I came across this definition of Customer Experience.

Customer Experience is the practice of designing and reacting to customer interactions for the purpose of meeting or exceeding customer expectations, thereby, increasing customer satisfaction, loyalty and advocacy.

Based on Damasio’s discovery I declare the better definition is this.

Customer Experience is the practice of designing and reacting to customer emotions for the purpose of meeting or exceeding customer expectations, thereby, increasing customer satisfaction, loyalty and advocacy.

Emotional Intelligence produces Innovation and Disruption

Not unlocking the power of emotion in the customer experience is what bankrupt companies and unemployed workers do.

The vast majority of people just default to their own natural behavior and thinking. This explains why there are only a few that stand out as exemplary in managing and delivering the customer experience.

But unlocking the power of emotion in the customer experience is available to all. And organizations that design with emotion are the ones that disrupt industries and individuals that do create new opportunities for themselves.

“Organizations that design with emotion are the ones that disrupt industries.” Click to Tweet

All of the companies we idolize for the customer experience use emotion to innovate, design and support the customer experience. They strive to unlock it’s power.

They are the role models for The Emotional Intelligence Customer Experience Design™ (EQCX) framework. This maturity model is a strategic guide that puts experience design using emotion into an understandable and manageable context. Use it. Share it.

Gain Emotional Awareness

Gaining awareness about emotion will help you to better understand that empathy is not enough. Learning about the competencies of emotional intelligence is a vital learning step in becoming a better leader in customer experience and designing an experience that results in financial gains.

Antonio Damasio has proven that Emotional Intelligence is the best kind of intelligence you need to move onward and upward faster. Get your copy of the 54 Emotional Intelligence (EQ) Competencies List now.

Jim Rembach

www.influencetoaction.com

Dustin Yu Shares Getting More Conversions with Live Chat

by Jim Rembach

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Chat has long been touted as a means to lower costs in contact centers. But in today’s marketplace that is a blind way to view chat. You must see that chat is a way for you to get more conversions and drive higher revenue while saving costs.

If you do not include getting more conversions in your chat strategy then your cost cutting focus will mask your sales loss dilemma.

Watch Dustin Yu of WebsiteAlive share how to get 3x more conversions using live chat. Click to Tweet

Make Sales Easier

We all know that excellent service drives greater sales. But if the ability to convert is not present, sales will be lost when providing excellent service. Customers want to do business (or more business) with you when they are supported well. But if you make that conversion attempt difficult for the customer and the agent, your success rate plummets.

I myself began to see a whole new perspective on chat when I met with Dustin Yu of WebsiteAlive in our interview at the PACE Association Conference. And it was magnified when during my research I found that the 6-Month average abandonment rate for website shopping carts currently stands at 77%. What a huge opportunity!

The Right Mindset

Developing sales from service has been a desire for contact centers over the past several years. But most fail because of cross-mixing or trying to implement a sales culture into a service culture. Providing service is a different mindset, yet can generate a significant amount of sales when designed properly. The minds at WebsiteAlive appear to understand the nuance of converting service into sales and delivering a better customer and agent experience.

About WebsiteAlive

WebsiteAlive is a fast and forward thinking software developer and online communications provider, dedicated to developing the most flexible and agile innovations delivered in a straightforward and streamlined approach. Since 2004, our feature-rich, industry-leading, and award-winning Live Chat and Click-To-Call solutions — Alive Chat and Alive Dial — are being used to meet and greet website visitors, answer questions, increase leads and close sales. Used and trusted by more than 11,000 web and mobile sites, WebsiteAlive prides itself on its innovation, simplicity, flexibility and value that help Internet-based small, medium and large businesses and organizations thrive. Source: Company LinkedIn Page

Live Chat Accesses Customer Emotions

In an article titled 5 Reasons Why Live Chat is The Untapped Potential for Your Business by Lior Levin, he shares that live chat provides immediate access to customers’ pain points.

When customers use live chat, they’ll try to ensure that a product will perform as advertised or that a promotion will provide the discount they want. In addition, as live chat representatives talk to customers, they can find out ways to improve a company’s products and services.

By leveraging emotional intelligence in your customer experience design you will be able to more readily evoke your most desired customer response. What Lior presents is a substantial trust building opportunity in the customer journey by using live chat.

Live chat allows you to access customer emotions for great customer experiences. Click to Tweet

When you ethically and genuinely focus your “to serve” mindset, trust can be a significant revenue generator. Now for those organizations that negatively exploit this trust factor, you can be assured their customer reviews will undermine every element of trust they try build.

Can your Grandma Convert sales using Live Chat

Is your live chat process and tools so simple that your grandma could do it? It’s seems crazy to consider but isn’t a more simple effort desired by customers and agents?

“Can your grandma convert sales using live chat?” Click to Tweet

Decreasing cart abandoned rates and converting on service has the potential to deliver double-digit revenue increases. If that’s of interest to you then you might want to contact Dustin You: dustinyu [at] websitealive.com.

Join me on the Fast Leader Show Podcast

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Jim Rembach

www.influencetoaction.com

Emotion in Customer Experience Drives Growth and Revenue

by Jim Rembach

TV’s “Shark Tank” is what many people feel is the premiere opportunity for entrepreneurs. But sharks do not have the capacity for emotion as us humans know it. They have basic emotions like pain, hunger, and mating impulses. They have no emotional intelligence as we know it. The sharks on the show might have the same issue because they failed to make an offer to Jamie Siminoff of Ring (DoorBot when pitched).

To date, not making an offer to Siminoff of Ring is the shows biggest embarrassment. On the show they have highlighted others that have gone on to experience success, but Siminoff says the show has not contacted him.

And what a success it has been. The sharks missed the boat. Jamie offered the sharks a 10% stake in the company for $700k. As of January 2017 the company is valued at $445 million. That would have been a legendary rate of return for the sharks.

Watch Jamine Siminoff of Ring talk about using emotion in customer experience Click to Tweet

Hidden Emotional Triggers

One thing that stood out to me as I sat and listened to Jamie’s keynote presentation at the PACE Association Annual Conference was the number of emotional triggers that is present in Ring. And not only in the product, it’s in the design of their customer experience.

Ring’s Video Doorbell connects to smart phones and gives homeowners the piece of mind of being able to see and talk to people at their door, even when they are not at home. Your feeling of safety and security skyrockets by owning this product.

A Higher Purpose

In her article on Fast Company, Why Purpose-Driven Companies Are Often More Successful Sherry Hakimi states that in today’s technology driven, rapidly evolving economy, successful companies are built not from the ground up, but from the purpose up.

Organizations without clear purpose manage people and resources. Organizations with strong purpose mobilize people and resources. Purpose is a vital ingredient for a strong, sustainable, scalable organizational culture. Organizational purpose is a powerful emotional intelligence trigger for organizations. But for most it’s not leveraged. It’s merely an unseen element that fails to drive the organization in a concerted manner

It should be your strategic starting point. It’s your product or service differentiator. It is an organic attractor of customers and high performing employees. High emotional connections are gained when companies have a higher purpose and mission. And Ring’s Mission is to reduce crime in communities.

“High emotional connections are gained when companies have a higher purpose and mission.” Click to Tweet

Delivering on the Mission

And they have proof that they do reduce crime. Working with the Los Angeles Police Department, Ring installed its Ring Video Doorbells on 41 of 400 homes in the neighborhood near Koreatown for free. Between July and December 2015, no burglaries occurred at any of the houses installed with the smart video doorbell, and neighborhood burglaries were cut by more than half compared to surrounding neighborhoods over the same time frame the year before.

Jamie says their mission drives their team and strategy throughout every decision. As Jamie says in my interview, it’s an emotional thing for him. He is committed to creating happy customers and making a positive impact on our homes, our communities, and the world. It’s personal.

Contact Center Value

Jamie has a background in contact centers and it’s given him a huge advantage. As he spoke about the importance of the customer experience he spoke of how the contact center experience delivers customer retention, referrals, and a distinct advantage for Ring.

Unlike many CEO’s Jamie knows how to unlock the contact center value potential. And he is trying to get even more value out of the contact center. During his keynote he talked about a current experiment to develop contact center agents into a much higher skill set and paying them a salary of $55,000 annually.

How many CEOs do you know talk about increasing contact center agent skills and compensation? He said that it’s proving to provide the company a much higher payback than having lower skilled and lower paid contact center agents.

And emotional intelligence plays a significant part. Jamie says these higher skilled agents make emotional connections with customers much faster. And for the company that converts to revenue and retention.

“Higher skilled agents make emotional connections with customers much faster.” Click to Tweet

Emotional Intelligence is Disrupting Markets

Not understanding the emotional power (and resulting potential) of Ring by the sharks cost them dearly. Not understanding how to unlock emotional power is a failure among senior executives. It’s why so many industries are being consumed by disruption.

“Not understanding how to unlock emotional power is a failure among senior executives.” Click to Tweet

All of the companies we idolize for the customer experience use emotion to deliver their exceptional service. They work to unlock it’s power. The key is being able to sustain it over the longer term. You must go beyond what everyone else can do to only what a few always do.

As I continue to learn and grow The Emotional Intelligence Customer Experience Design™ (EQCX) framework I’m gaining more insight from emotionally creative thinking people like Jamine Siminoff.

Make sure you watch his interview and share it. Help me on my mission to put more EQ in CX. Together we can make the world a better experience.

54 Emotional Intelligence (EQ) Competencies List: Emotional Intelligence has proven to be the right kind of intelligence to have if you want to move onward and upward faster. Get your free list of the competencies you need to develop to improve the customer experience.

Jim Rembach

www.influencetoaction.com

What is a Customer Empathy Map

by Jim Rembach

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A Customer Empathy Map is an incredible tool that helps organizations to unlock greater power in the customer experience. It can be used by itself or be used in conjunction with other cx tools including customer journey maps, customer personas, service blueprints, motivation matrix, mind maps and more.
This human-centered design tool helps you to obtain great clarity and understanding of how to get into the hearts and minds of your customers. You dramatically increase your individual emotional intelligence about customers when you use a Customer Empathy Map. This enables you with the opportunity to raise organizational emotional intelligence.

“Map More Empathy into Your Customer Journey” Click to Tweet

Beyond perspectives and assumptions
Using it can go beyond gaining more perspective about your customers, to actually becoming smarter about your customers.
The collaborative energy created by using a tool such as this assists in developing a more agile organization. It will help you to more rapidly respond to the changes in customers and competition.
A Customer Empathy Map can be used to represent types of customers, gender segments, age groups, end-users, partners, lost customers, and non-customers, and employees.
Some common uses for a Customer Empathy Map include:
Creating detailed customer personas
Greater understanding of the key differences in customer segments
Gaining deeper understanding into customer journey maps
Developing vibrant user stories
Enhanced insight development when combined with voice of the customer data
Uncovering ways to improve your product or service
Developing new products and services
Spawning greater innovation
Why does a Customer Empathy Map look like this?
We have learned that 90% of the customer experience is based in emotions. Therefore, a Customer Empathy Map targets the emotional sensors of customers so you are able to increase your emotional intelligence. You learn more about their emotions and become more self-aware as an organization. This Customer Empathy Map contains a problem statement, actions to take, action owners and six sections:
Think & Feel
See
Say & Do
Hear
Pain
Gain
There is also a specific order to complete these sections. Based on your product or service and business objectives you will need to complete sections in the appropriate order. For example, in an extremely competitive landscape you should complete what customers “hear” first because they are probably hearing a lot of mixed messages, false messages, and fear-based messages that will help bring a more clarified perspective when completing subsequent sections.
What you must guard against
You will also need to avoid the trap of bias coming into your idea generation. One is the framing effect that occurs when you are thinking about the customer operating in your environment and you being very familiar with how you “want” customers to think and behave.
Confining your idea generation to this context will limit your ability to grow deeper relationships that enrich their whole life versus merely the life they have with your company or organization. Limiting your thinking in this way limits your relationship potential with customers.
A more powerful bias is Construal level theory (CLT). This theory in social psychology describes the relation between psychological distance and the extent to which people’s thinking is abstract or concrete. Idea generation requires abstract thinking. If you do not separate yourself well enough from the customer you will limit your big picture thinking and get caught up in focusing on process details. You end up replacing customer emotions with your own emotions.
I need a Customer Empathy Map?
Unless you are a gifted mind-reader, you do. Too many stakeholders create perceptions about customers. These perceptions are then used to develop actions, based on these perceptions. This is tantamount to mind-reading. It’s foolish behavior, but we all innocently fall victim to it. A Customer Empathy Map helps to prevent us from being our own worst enemy when we attempt to gain better understanding of our-self and customers.
The Customer Empathy Map can be used in any business or organization. It provides a greater connection into a key component of your company’s success. You will be able to better improve the customer experience by increasing your emotional intelligence by using this tool. It encourages collaboration and lets people experiment with their visual creativity. Using the Customer Empathy Map results in employees becoming more engaged with customers and excited about their new found understanding and appreciation.
Others of interest:

Emotional Intelligence in the Customer Journey

by Jim Rembach

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New findings on leveraging Emotional Intelligence in the Customer Journey will be taking center stage in Miami. I will be delivering new data as to why more than 50% of customer journey mapping projects fail. Why customer experience ratings continue to tumble…and what to do to prevent it.
I will be presenting new insight into the customer journey at Enghouse Interactive’s customer conference (Enghouse Engage 2017) being held May 1-4, 2017 in Miami, Florida at the Conrad Hilton. The event is actually being opened up for all to attend. It’s not your typical user conference. And you can get a 10% discount when you use the code: REMBACH.
Emotional Intelligence in Customer Experience
As I continue to learn and grow The Emotional Intelligence Customer Experience Design™ (EQCX) framework I’m gaining more insight from related, yet (until now) unconnected areas of Neuroscience and Psychology.
With the increasing amount of research that’s being conducted in various areas you can see a clearer path into how to disrupt your competition. While the path is not a short one, the understanding on how to be able to accelerate your velocity is becoming more clear.
A Sneak Preview
One of the frameworks I’m going to share during my keynote is called the Tactical Decision Model. Decision-making has long been studied to understand the process of selecting an effective choice – given your desired outcome. Studies of decision-making can be extended from a personal level to a group and collaborative level. Many Artificial Intelligence systems and bots use decision-making models to help them support people in making the right decisions or to enhance the customer experience.
We humans use this framework work and live. We have laws that we follow and use them to guide our principles which we use to create our rules and practices which helps us to build patterns and habits we follow.
At work and home
We are using this framework everyday at work when we create and re-engineer our processes and procedures. Sometimes you are conducting work defining rules, or you may be training people to build good habits and adhere to business practices.
So as you see the laws, principles and rules we follow point our practices and patters in a particular direction. And there are a few flaws with some rules and practices of business that are driving the 50% failure rate with customer journey mapping projects and ultimately the customer experience.
Regardless if you are consciously aware that you are living your work and home life using this framework, your subconscious mind is using this framework every day. And it’s combining it with your past experiences and new inputs – and it’s being influenced and filtered by your genetics and personality to determine your thoughts and actions.
This is our own unique operating system. It’s what makes humans so complex to predict. But it is a framework that humans use. But it susceptible to getting hijacked.
What does it and how can you use it to your advantage to unlock the power of the customer journey?
In Miami
I’m going to reserve the rest of the story for Miami. You can get a 10% discount when you register at https://enghouseengage.eventgrid.com/ and use the discount code – REMBACH

Experience the Journey, explore CX innovations with Jim Rembach in Miami Click to Tweet

Engage 2017
Engage 2017, Enghouse Interactive’s customer conference is being held May 1-4, 2017 in Miami, Florida at the Conrad Hilton. With its theme, “Experience the Journey,” Engage 2017 will convene many of the world’s foremost experts with whom Enghouse Interactive customers can interact to glean coveted insight and discuss the latest breakthroughs in customer experience management.
54 Emotional Intelligence (EQ) Competencies List: Emotional Intelligence has proven to be the right kind of intelligence to have if you want to move onward and upward faster. Get your free list of the competencies you need to develop to improve the customer experience.

Customer Service Reps Exposed: An Ongoing Cover Up

by Jim Rembach

How does a Warm Customer Experience Deliver Millions

by Jim Rembach

Watch Debbi Fields from Mrs. Fields cookies talk about the customer experience and the impact on her business.