![]() The most effective way to understand the touchpoints that your firm has with your customers is through the process of customer journey mapping. It basically ties back to the earlier point of establishing a clearly defined customer journey. This would be a good starting point for you in mapping out the journey. How to communicate the value to your customers?.Where should be the focus to unlock the accelerated value?.How can you create more value for your customer?.The best of doing it is to enable your CSMs to ask some questions like: As CCO/CS leader you should be thinking of ways to accelerate value for the customer without losing peace over it. At the same time, customers face incredible challenges while using your product and deriving value out of it. To be honest, most of the CS professionals out there struggle with building their customer’s journey. Consider surveying your customers at significant points in your interaction with them.Īdditional Read- Customer Retention Guide Invite customers to help you out with their journey. This way each touchpoint with your customer-whether it’s through marketing, or sales, or product team- is an opportunity to make that impression. Reimagining the way processes work can tremendously improve customer experience. Highlight the ROI or the value that they received or the positive impact that your product was able to offer. Instead of just sending out the renewal notices at regular intervals, it would be great if you can also make them feel appreciated for the partnership that they’ve given you. What changes could be made to the existing processes, etc?.It’s usually on the customer success teams to analyze the potential touchpoints and decide: Why is identifying the ‘moments of truth ’ so important? What are moments of truth?Īn article published in Harvard Business Review states that “the most important interactions are ‘ moments of truth,’ those few points of contact that hold the greatest potential to delight - or alienate - an organization’s customers.” ![]() To learn more about how managers can help foster value-creating EQ in their workers, read our 2006 classic “The ‘moment of truth’ in customer service.“Moments of truth” are those crucial points in your firm’s interaction with a customer. “But pure technological solutions,” the authors observe, “can never stoke the emotional connection between employee and customer.” (AI is, in fact, trying to learn from this very connection.) As AI technologies continue to proliferate, one might argue that good old-fashioned customer service has no place in today’s shopping experience. The driving force behind these successful moments of truth is the emotional intelligence, or EQ, of a company’s frontline staff. And if handled correctly, these moments can translate into lasting loyalty from the customer and profits for the company. These are what the authors of this McKinsey Quarterly classic call “moments of truth” in customer service-those defining moments when a customer has invested enormous amounts of emotional energy in the outcome. Perhaps it’s a plane you’re urgently trying to catch after missing your connecting flight, an expensive article of clothing you’re hoping to return even though the return window has closed (and you’ve lost your receipt), or you’ve reached your limit waiting on hold while trying to sort out your cable bill. But there are still those crucial moments in the customer journey when the person hits a snag and desperately needs careful attention. Today’s seamless, digital omnichannel environment can deliver a satisfying experience of one-click shopping, with nary the need to interact with another living soul. The case for emotional intelligence in customer service
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