A personalised customer service is all about treating people as individuals in an age where channels and options have become sumptuous due to digitalisation, internationalisation and change in customer behaviour. This is becoming increasingly complex, it is essential to recognise the vital role your employees play in the delivery of your customer experience.
According to a recent research published by Salesforce, 75% of buyers expect companies to provide a personalised experience and anticipate individual needs, pain points and provide instant solutions.
One of the most important elements for developing a personalised service approach, is a thorough understanding of who your customers and potential customers are. The market segments of your business provide the raw outline to define respective personas with their expectation, preferences of communication and desires alongside other specifications of value. You may consider conducting customer surveys to receive better insights in initial phases.
With the guidance of user data and feedback, Amazon’s product recommendation feature came to live and contributed to 30% of the eCommerce revenue in 2015. One needs to take into consideration that this tool has only become more effective with the years as the data insights for the algorithms grew.
Another great example for the weight of personalisation for customers, is Coca-Cola’s (mostly) data-free ‘Share a Coke campaign’. It was aimed at reconnecting to the key audience as soda consumption was taking a big hit in recent years.
Alongside with thorough understanding of your customers comes choosing and nurturing the right talents, leading by example and inspiring through a captivating company culture. Support your team with easy to understand Standard Operating Procedures (SOPs), checklists and frequent updates whilst allowing room for their own personal touch. Incentivise with an easy to understand and short to medium term recognition program that motivates your frontliners to excel and achieve more.
The Substance Of Personalised Customer Experience & Sales Training
Hands-on training sessions in the natural environment where your team has to deliver the experience, are in many instances, the most valuable. One, because real life examples bring much more worth to the sessions and are engaging, but two because it allows the trainer to spot any influence, destruction or challenge which may interfere when delivering the customer experience.
It is important to choose the most suitable training environment and develop practical training materials. Our experts work on communication and negotiation skills, intercultural competences, product knowledge and problem solving skills besides brand engagement. Trainers shall always be avid to keep the training classes small and interactive.
These training programmes are a mix of role play, mentorship, job shadowing and knowledge base strategies, live demonstrations, mystery shopping, competitions and mindfulness training. In most cases, it further connects to the development or revision of SOPs and a recommendation report for the management on complementing actions that are necessary to achieve the goal.
One of the results may be that the complexity of communication channels demands a CRM system to deliver a quality automated but professional service with full real time access to your sales funnel. Another maybe that your agents require access to a business development tool such as the LinkedIn Sales Navigator or simply team building initiatives.
It is of essence that the change is recognised across the board. This ultimately fuels motivation and allows employees to own and share their customer experience and sales learnings. This can simply not be achieved through a purchased online class.
Your customer experience is delivered in various ways and means. This may be on a one-to-one physical basis, an online chat or in call centre – depending on the choice of communications channels and the service set up of your company. The experience ultimately focuses on how a customer feels and the emotional responses they experience as they interact with your brand throughout their buyer journey.
To help measure the impact of the delivered training sessions, we develop a customised metrics that connect to your targets. We assist you monitor and calibrate the performance in the short, medium and long term to assure success. If quarterly training sessions, annual refreshers, mystery shoppers or new hire training, enhancing the customer experience is a constant process.
Once all stakeholders are committed to make a change, a hands-on training format will impact the mindset, the motivation and the bottom line. If you wish to discuss your training vision for your company, give us a shout.
