It's time for radical change!

Why? Well, levels of customer satisfaction are trending downwards both in the UK and the US. 

Simply continuing with the same approaches and expecting a different outcome is not the way forward. Over 5 million people in the UK have the word 'Customer' in their job title according to LinkedIn, that's a lot of people. 5 million people can make a significant impact.

We are on a mission to make the UK a 'Centre of Excellence' in Customer Service and Experience, promoting investment, job creation, and innovation through disrupting the way we think about these areas.

Customer service and experience training have remained stagnant for too long. The methods that once worked are now outdated, leaving both customers and employees dissatisfied. This decline in satisfaction is not just a minor inconvenience; it's a significant issue that affects economic growth and business performance. We believe that there is a real opportunity to change the approach to customer service and experience, leading to better experiences, greater economic growth, and improved financial performance.​

To make the UK a 'Centre of Excellence' in Customer Service and Experience promoting investment, job creation and innovation through disrupting the way we think about service and experience and creating innovative leaders of the future. ​

Traditional approaches to customer service and experience are outdated and ineffective. The methods that worked in the past are no longer sufficient for the modern world and also do not provide the skills we need for the future.

We 'Humans' are incredible, with so much potential but for so many working in Customer related jobs, the role is repetitive, timed and robotic with little holistic or humanised views of the bigger picture, with over 5 million people working in a customer related position in the UK the potential is huge for positive change. Imagine empowering our teams to be innovative, creative and customer centric, always looking for ways to improve products, services, processes and being involved in helping to make those changes a reality as opposed to just responding to queries. 

We know the power of Customer Voice initiatives but equally important is to listen to those who are closest to the customer.  Rather than a race to the bottom and low levels of empowerment, we need to 'Level Up' the skills and capabilities for those working with customers. 

We mentioned leveling up previously, but what does this really mean?

The previous benchmark was that our front-line teams undergo 'Customer Service' training, this may be a one off or happen more regularly but that is not going to shift the dial. 

Leveling up means raising that bar and the capabilities of all staff working with customers with a focus on the skills needed for the future. We see those skills being in the following key areas (not exhaustive). 

• Customer Experience Fundamentals
• Customer Centricity and Brand Awareness
• Voice of the Customer/Employee and Continuous Improvement
• Empathy and Humanised approaches 
• Artificial Intelligence 

When undertaking a programme of training for staff working with customers, some or all of the above should be covered. 

Now, there has been a lot of discussion around AI recently but the fact is that it is here to stay and is the reality today and will be more so in the future, not learning about or utilising AI will mean being left behind. Within the context of this piece, AI relates to both Customer Service and Employee effectiveness and efficiency. 

At Customer Start we believe that through providing these skills we can see a levelling up for companies and government departments to help significantly shift the dial (or level up) and also provide more meaningful and impactful work for those working with customers.

If we, the UK can move in this direction we can expect to see greater innovation, investment and  job creation and also see much happier customers, consumers and communities. 

Customer Feedback Opportunities:
   - Surveys and Questionnaires: Capture valuable customer insights to drive change.
   - Net Promoter Score (NPS): Gauge loyalty and identify advocates.
   - Customer Reviews and Social Media: Tap into the pulse of public sentiment.
   - Complaints and CRM data and support tickets.
   - Customer Council
 
A Deeper Dive:
   - Customer Journey Mapping: Illuminate the customer’s path and pinpoint opportunities.
   - Behavioural Analytics: Decode customer behaviours to reveal actionable trends.
​   - Direct customer research and competitor analysis.
 
Cross-Functional Collaboration:
   - Interdepartmental Teams: Break silos and unify efforts for holistic improvements.
   - Customer Experience (CX) Teams: Specialists dedicated to enhancing every touchpoint.
 
Agile Methodologies:
   - Scrum and Kanban: Agile practices that respond swiftly to feedback.
   - Continuous Delivery: Rapid rollouts of updates and enhancements.
 
Performance Metrics and KPIs:
   - Customer Satisfaction (CSAT): Measure the happiness of your customers.
   - First Contact Resolution (FCR): Ensure issues are resolved in the first interaction.
   - Customer Retention Rate: Track loyalty and repeat business.
   - Net promoter score (NPS)

Enhanced Customer Satisfaction, your customers will be delighted by swift action on their feedback. When customers see their suggestions shape the service they receive, they feel truly valued.
 
Increased Loyalty and Retention, A consistently excellent customer experience fosters deep loyalty. Satisfied customers become repeat buyers and enthusiastic brand ambassadors.
 
Operational Efficiency, streamline and automate processes and cut through inefficiencies. This not only improves the customer experience but also boosts your bottom line with faster response times and superior service delivery. Improve levels of self-service and intentionally design out frictions from the journey resulting in fewer reactive contacts.
 
Innovation and Adaptability, embrace a culture of innovation. By staying agile, your company can swiftly adapt to emerging trends and evolving customer needs, keeping you ahead of the competition.
 
Employee Engagement, engage your team with a shared vision of excellence. When employees see their efforts directly contributing to positive change, morale and productivity soar.

Establish a Clear Vision and Objectives and define success for your continuous improvement journey. Align your goals with your broader business objectives and customer experience strategy.
 
Invest in the Right Tools and Technology, Leverage cutting-edge technology for data collection, analysis, and agile project management. CRM systems, analytics platforms, and feedback management software.
 
Foster a Culture of Continuous Improvement and empower every employee to be a change agent. Provide training and resources to instil continuous improvement principles across the organisation.
 
Monitor and Adjust, ensure you regularly review performance metrics and customer feedback. Stay flexible and adjust your strategies based on real-time insights.

Embracing a continuous improvement and change engine isn’t just a strategy—it’s a game-changer. By committing to perpetual enhancement, you’ll elevate your customer experience, boost loyalty, and streamline operations. This approach transforms your organisation into a nimble, innovative powerhouse, ready to delight customers at every turn.
 
Ready to revolutionise your customer experience? Discover how Customer Start can help you implement a cutting-edge continuous improvement and change engine.

​Contact us directly to embark on your journey to excellence. Let’s shape the future of customer experience together!

​In today’s customer-driven market, the key to a successful business is not just meeting expectations but exceeding them. At Customer Start, we believe in the transformative power of listening—truly listening—to your customers. But how can you turn feedback into a cornerstone of your business strategy? The answer lies in an effective Voice of the Customer (VOC) program.

The concepts of Success, Effort, and Emotion are key components of an effective customer experience strategy, each playing a critical role in how customers perceive and interact with a brand. This is all about the perceived value of products and services. 

Success
This principle focuses on enabling customers to achieve their goals effectively and efficiently through your products or services. Success is measured by how well your offerings meet the needs of your customers, solving their problems or enhancing their ability to perform tasks. When customers feel that they can accomplish their objectives seamlessly with your help, they are more likely to continue using your service and recommend it to others.

Effort
This aspect is about minimising the difficulty or hassle customers face when interacting with your company. Lowering the effort required for transactions, problem resolution, or general interactions enhances customer satisfaction and loyalty. Effort can be reduced by streamlining processes, improving user interfaces, providing clearer information, or offering more accessible customer support. The easier it is for customers to get what they need from your business, the more positive their overall experience will be.

Emotion
This rule centres on the feelings and emotional responses your customers have when engaging with your brand. Positive emotions can significantly boost customer loyalty, advocacy, and satisfaction. Emotional connections are fostered by consistently positive interactions, trustworthiness, and a sense of being valued and understood by the company. Conversely, negative emotions such as frustration or disappointment can drive customers away. It’s crucial to manage and nurture the emotional aspects of customer experiences to build lasting relationships.

​Together, these three elements form a holistic approach to understanding and improving customer experiences. By focusing on success, effort, and emotion, companies can design a more empathetic and effective customer journey that not only meets but exceeds expectations.

1. Integrate Continuous Feedback Across All Touchpoints: Gone are the days of annual surveys as the sole feedback mechanism. Today’s VOC requires a 360-degree approach. Collect and analyse feedback from social media, customer support interactions, online reviews, and direct communications. Each channel offers unique insights that, when combined, provide a comprehensive view of customer experiences and expectations.
2. Foster a Culture of Customer Centricity: Customer feedback should be the heartbeat of your company. It’s about more than just collecting data—it’s about embedding this insight into every team’s ethos. Train your staff to recognise the value of customer feedback and encourage them to think of innovative ways to apply these insights in their daily roles. A company-wide commitment to customer centricity helps ensure that every decision prioritises customer needs and satisfaction.
3. Close the Feedback Loop with Actionable Insights: Feedback is only as valuable as the action it inspires. Analyse the data to understand not just what customers want, but why they want it. Implement changes based on this feedback and then communicate back to customers what you’ve done. This not only builds trust but also demonstrates your commitment to using their input to shape your business.

​Effective training provides employees with the skills and knowledge they need to provide excellent service. Here’s why it’s so important:

1. Improved Customer Satisfaction: Well-trained employees understand how to meet and exceed customer expectations, leading to higher levels of satisfaction. A satisfied customer is not only likely to return but also to recommend your business to others.
2. Increased Customer Loyalty: Consistent, high-quality service creates sticky customer loyalty. When customers feel valued and appreciated, they are more likely to remain loyal to your brand. According to a report by Bain & Company, increasing customer retention rates by 5% increases profits by 25% to 95%.
3. Higher Revenue: Excellent customer service can directly impact your bottom line. Happy customers are more likely to make repeat purchases and spend more over time. Research from Harvard Business Review shows that customers who had the best past experiences spend 140% more compared to those who had the poorest past experiences.

At Customer Start, we offer tailored training programs designed to meet the specific needs of each business. Our focus areas include:

• Customer Service: We help teams deliver exceptional service at every touchpoint, ensuring that each customer interaction is positive and productive.
• Customer Experience: By understanding and optimising every touchpoint in the customer journey, we help businesses create seamless and enjoyable experiences that keep customers coming back.
• Customer Relationships: Building strong, lasting relationships with customers is key to long-term success. We show businesses how to foster these relationships and turn customers into brand advocates.
• Customer Voice: Gathering and acting on customer feedback is crucial. We help businesses develop effective feedback programs that show customers their opinions are valued and lead to tangible improvements.

​Continuous improvement is essential for maintaining high standards of customer service. At Customer Start, we emphasise the importance of ongoing training and support to ensure that businesses can adapt to changing customer needs and preferences. We help businesses integrate customer feedback into their strategies, driving continuous improvement and ensuring that they remain responsive to their customers.

​Investing in customer service training is absolutely critical for business success. Customer Start offers tailored solutions that deliver measurable results, helping businesses improve customer satisfaction, loyalty, and revenue. Our comprehensive training programs focus on key areas that drive exceptional customer experiences and foster long-term relationships. Contact us today to learn how we can help elevate your customer experience.

​Ready to transform your customer service? Reach out to Customer Start for a consultation and discover how our customised training programs can benefit your business. Contact us for more information.

In the realm of customer experience, the adage “the customer is king” still reigns supreme. This ideology was put to the test recently when our team collaborated with Effective Communications to conduct a Voice of the Customer (VoC) survey. The insights gleaned were eye-opening and reinforced the indispensable role of customer feedback in steering a company towards greater success. Through this post, we aim to underline the significance of lending an ear to your customers, ensuring their needs are met, and identifying areas for improvement.
 
Unpacking the Voice of the Customer (VoC)
VoC is not merely a modern buzzword but a crucial measure for gauging customer satisfaction and loyalty. Our recent work with Effective Communications underscored the importance of understanding customer perceptions and expectations. The VoC research survey was developed by our expert team following a discovery session to learn about the business and its values and priorities. Using our state-of-the-art survey technology we were able to create an engaging and effective survey which was employed to capture customers’ opinions and concerns. The discovery session and the resultant survey proved instrumental in shedding light on the company’s strengths and opportunities.
 
Customer Feedback: The Mirror to Performance
Customer feedback acts as a reliable mirror, reflecting a company’s performance and the perception held by its clients i.e. customers. It unveils the disparity between a company’s intended service quality and the reality experienced by the customers. This feedback, candid and invaluable, paves the way for fostering a culture of continuous improvement.
 
Pinpointing Pain Points and Seizing Opportunities
The VoC methodology excels in unearthing the pain points and frictions faced by customers. It also unveils opportunities for improvement, aiding companies in prioritising their efforts in areas that will significantly enhance customer satisfaction. Real-life examples abound where businesses have transformed customer feedback into actionable strategies, achieving a marked improvement in customer satisfaction and, consequently, their bottom line.
 
The Gateway to Innovation and Evolution
A company attuned to its customers’ voices is well-placed to innovate and evolve in sync with market demands. Customer feedback is often the impetus for innovation, propelling companies to refine their offerings and stay ahead of the competitive curve.

We were recently interviewed by Insider Magazine to talk about Customer Experience and AI.
​See what we had to say below. 

​1 How do you define customer experience? 
Customer Experience is a customer’s perceptions and feelings toward a company.  This is built through the sum of both one-off and cumulative interactions with employees, products, systems, or channels. It’s critical that companies pay attention to this and deliberately design CX to build trust and loyalty from customers who have an ever increasing choice of who to do business with.

2 What has changed in customer experience goals for business since 2020? 
Much of the movement within the CX space recently has been adjusting to a working from home model. Customers and Consumers are reporting that customer experiences have become worse over the last few years; for many companies they have needed to go back to the basics of providing better customer service. Many organisations were also led by cost cutting measures and implementing chat capabilities as a silver bullet to solve problems but many of these have been poorly implemented and have not considered the fact that real human interactions are still essential. With such a focus on cost saving, companies are now realising the long-term damage that a one faceted approach can have on customer sentiment and there has been a resurgence in trying to get the basics right and building CX maturity once again.

3 How is artificial intelligence changing customer experience now? 
With the advent of LLM’s (Large Language Models) like ChatGPT and Bard, companies are now focused on utilising this capability, with many implementing chatbots with LLM integrations, vastly improving the quality of these interactions beyond the old structured conversation approach we have seen previously. Additionally these capabilities are being used to cut down the effort in terms of sentiment research for Qualitative based surveys.

4 How might artificial intelligence change customer experience over the next five years? 
AI and more specifically LLM’s will continue to evolve and become smarter and more powerful.  While many companies are already using such within their chatbot functionality, more forward-thinking organisations are looking at how AI can be used to support teams internally to improve productivity and efficiency; ultimately to improve customer experience by getting things done more quickly and to a higher level of quality. Some of the real value will be seen where AI can perform operational tasks such as a refund or cancelling a booking, for example.  These next stage LLM’s natively and seamlessly interact with back-office systems.

5 What are the limits to artificial intelligence in improving customer experience? 
AI is not in a place where it can replace humans, today at least. AI can help in relation to many transactional style interactions but interactions that are necessary to build relationships, trust and advocacy require human to human interaction. AI’s can help to improve efficiency resulting in more time to spend on these value related experiences.

6 How else might businesses seek to improve customer experience?
We believe in taking a structured approach which starts with a clear strategy and vision with the customer at the very centre.  Then we advocate using the I-SEE model. Intelligence: including Voice of the Customer Programmes (VoC), to build an understanding of what customers need, their drivers, motivations and frustrations. Success: ensuring that we focus on what success looks like for customers and that products and services align to this. Effort: reducing the relative effort for customers to achieve their goals and finally but very importantly Emotion: ensuring that each and every interaction builds a sense of trust and advocacy showing that we genuinely care about customer.
​
7 How else might businesses seek to save costs in customer experience?
There is a great deal of research showing the ROI of Customer Experience and the effect on the bottom line. Being customer-centric means having a continuous improvement mindset. This enables companies to improve effectiveness and efficiency. In other words, being focussed on customers and listening to their views allows companies to focus their efforts in areas that will both improve the customer experience and become more efficient. Customer-centricity requires three main elements, servant leadership (strategy and enablement), a customer obsessed approach and a defined focus on Employee Experience.  

Imagine being greeted like a cherished friend every time you interact with a company you've been loyal to for years. Memory plays a pivotal role in fostering relationships. Think about it, when we meet people, we exchange thoughts, ideas, and beliefs, forming an ever-changing mental image of them based on our continuous interactions. It might not always be logical, but it's our reality, and it's deeply meaningful.

Customers are yearning for a similar human touch in their interactions with companies. They want to feel seen, heard, and valued. Yet, too often, they find themselves frustrated by companies' apparent inability to remember even the most basic digital interactions. This lack of continuity and personalisation doesn't just dampen the experience—it also makes life less convenient.

The crux of the problem lies in data silos or the lack of digital memory. This fragmentation exists not only within a single interaction across different channels (Chat, Online, Email, Voice, etc.) but also between separate interactions. Let's delve into some everyday scenarios to illustrate this.

Consider this, you've been banking with the same institution for years. One day, you log into their app, ready to apply for a loan. You're redirected to their website, and suddenly, you're asked to fill out a lengthy form detailing who you are. But wait a second, don't they already know you? Shouldn't they recognise you instead of making you reiterate what they should already know?

Imagine if, instead, the site greeted you, asked you to confirm the accuracy of the pre-filled details, and even wished you a joyful drive when your car loan was approved. That's the power of remembering.
Or think about a time when you had to switch channels to solve a problem. You're chatting with an agent on the website, but they can't resolve your issue, so you're asked to call the Voice support center. Once you call, you're asked to repeat your query and re-authenticate yourself.

Wouldn't it be wonderful if, when you called, the agent already knew about your chat conversation and your history with the company? If they could greet you like an old friend and swiftly solve your issue? If the chat agent had the same capabilities as the voice agent, saving you from having to switch channels or set up a callback?

Now, let's say you've called the support team, and they need to escalate your issue. You're transferred to another agent and—surprise, surprise—you have to explain everything all over again. 

How about this instead, your issue is noted and shared, you're given a warm handover where the first agent introduces you to the second agent along with a brief summary of your issue. Imagine hearing, "Miles, I'd like you to meet Catherine. Catherine, Miles has contacted us about [Issue] and we'd like your help to resolve it. Miles, it's great to have you with us today. Catherine here is very capable and will be able to sort everything out for your today in just a few minutes."

Finally, consider the disconnection between interactions. Every time you contact the company, it feels like starting from square one. They seem oblivious to your history, your tenure, and you as a person. 
Wouldn't it be refreshing if they greeted you warmly as a valued friend, having access to all your interactions and even predicting why you might be reaching out? You've been with them for a decade, after all.

To wrap up, companies need to dismantle these data silos to create a coherent understanding of their customers, making their journey seamless and building a rapport that feels genuine. 
Remember, it's about creating smooth transitions and leveraging data to improve the experience across channels and interactions. 

Why should previous interactions be locked away in inaccessible data silos, leaving the support staff in the dark about your history? It's as if you're starting from scratch each time, which can feel like an uphill battle, emotionally draining even.

Let's use digital memory to build advocacy and convenience for customers. Front-line staff should have access to all previous interactions. This way, they can continue nurturing relationships instead of starting from ground zero every time.
​
The takeaway is simple, companies need to strive to humanise and personalise experiences. It's about reducing customer effort and building genuine rapport. The goal is to transform every interaction into a memorable experience that leaves the customer feeling valued and understood.

In today's highly competitive business landscape, delivering excellent customer service is not just a nice-to-have, but a vital necessity. It can be the difference between a customer choosing your company over a competitor. However, many small and medium businesses struggle with this aspect, often due to limited resources or lack of expertise.

A common issue faced is not knowing where to start in improving their customer service. They're aware that it's not up to par, or perhaps they're receiving negative feedback, but they're unsure how to address this.

In this blog post, we're going to examine the five key areas you should focus on to elevate your customer service and turn it into a powerful asset for your business. These include using data for continuous improvement and case mitigation, streamlining processes, empowering your team with great technology including AI, making it easy for customers to contact you and self-serve, and building a culture of empathy and kindness.

Remember, customers today expect more than ever before. They want service that is fast, accurate, and empathetic, with minimal effort required on their part. By addressing these five areas, you'll be well on your way to delivering the exceptional service that your customers expect and deserve.
Let's dive in.

1. Use Data for Continuous Improvement and Case Mitigation 
Data is a powerful tool when it comes to improving your customer service. By analysing customer interactions, feedback, and service metrics, you can identify trends, uncover issues, and understand what works and what doesn't. Key metrics to focus on include Customer Satisfaction (CSAT), Net Promoter Score (NPS), First Contact Resolution (FCR), and Customer Effort Score (CES). 

In addition to these metrics, developing a robust case categorisation model is crucial. This allows you to identify the most common query types and focus your resources and training accordingly. By understanding the nature of the majority of queries, you can tackle these head-on and improve your overall service. 

Remember, it's not just about collecting data, but using this information for continuous improvement. Use these metrics and insights to assess your performance, identify areas for improvement, and inform your customer service strategy. With the right data and understanding, you can proactively address common customer issues and ensure that your customer service strategy is always data-driven. 

2. Streamline Your Processes
Efficiency is crucial in customer service. Make sure your customer service processes are streamlined and straightforward. This includes everything from how customers reach out to you, to how issues are resolved. Optimise your existing systems, eliminate unnecessary steps, and ensure your processes facilitate rather than hinder excellent customer service. Walk in your customer’s shoes and ensure the leaders of the organisation spend time on the front line regularly. 

3. Empower Your Team with Great Tech, Including AI 
Technology can be a powerful tool in enhancing customer service. Not only can it streamline processes and make your team more efficient, but it can also improve the customer experience. Consider implementing customer service software that can help manage customer interactions, automate repetitive tasks, and provide useful insights. AI-powered tools like chatbots can handle common queries, freeing up your team to focus on more complex issues. 

4. Make it Easy for Customers to Make Contact and Self-Serve 
Customers value convenience. They want to be able to contact you easily, through their preferred channel, and get the help they need quickly. Ensure you have multiple contact options available – phone, email, live chat, social media, etc. Furthermore, consider creating a comprehensive self-service portal where customers can find answers to common questions. This not only empowers customers to solve their own problems but also reduces the workload for your customer service team. 

5. Build the Right Culture
Every Customer is a Relative, Be Kind and Empathetic Culture plays a huge role in the success of any customer service team and in the company more broadly. Foster a culture that values empathy, kindness, and a customer-first approach. Encourage your team to treat every customer as they would a relative - with care, respect, and patience.  

Remember, every interaction with a customer is an opportunity to build a lasting relationship. Every company needs customers and customers must feel valued by the company. Respect your customers and you will find success 

Bonus section - Online reviews
Nowadays, your online reputation can make or break your business. One-star ratings, negative reviews, and unresolved complaints can quickly deter potential customers. However, rather than viewing these as purely negative, they can be turned into opportunities for growth and improvement.

Online reviews and complaints are essentially unfiltered feedback from your customers. They can provide you with valuable insights into what you're doing well and where you need to improve. They are the voice of your customers echoing throughout the internet, and every business should pay close attention to what they're saying.

Here are a few ways to make the most of online reviews and complaints:

1. Monitor Your Online Reputation: Regularly check review sites, social media, and any other platforms where customers might be leaving feedback about your business.
2. Respond to Reviews and Complaints: Both positive and negative reviews deserve your attention. Thank customers for positive reviews, and address negative ones promptly and professionally. Show that you're committed to resolving issues and improving your service.
3. Learn from Feedback: Identify common themes or issues in negative reviews. Is there a particular aspect of your service that customers are consistently unsatisfied with? Use this feedback to inform your service improvements.
4. Showcase Positive Reviews: Positive reviews are a testament to your good service. Display them prominently on your website and social media. This not only boosts your reputation but also encourages more positive reviews.

By understanding and harnessing the power of online reviews and complaints, you can continuously improve your customer service and enhance your reputation.

In Conclusion
Customers today want support that is fast, accurate, and empathetic. They want their issues resolved with minimal effort on their part, allowing them to achieve their goals without unnecessary stress or frustration. If you can provide this, you'll be well on your way to exceptional customer service. 

If you're looking for more ways to enhance your customer service or need help implementing these tips, Customer Start is here to help.

​With our expertise in Customer Experience and Customer Service, we can help you take your customer service to the next level. Contact us today to learn more.