The Cycle of a Successful and Harmonious Customer Service Experience
By Rachel Freeman, Operations Director
It’s 2019 and time again to celebrate Customer Service Week. It’s Autumn and leaves are falling in the Northern Hemisphere – a testament to the changing seasons of a cyclical and (hopefully) never-ending cycle. The cyclical concept seems apt this week as we mark this week-long celebration again this year (although we should be thinking about customer service every week of course!) and seasons are changing.
So many aspects found in our lives are cyclical. On a personal level we have the cycle of life. One of my personal favourites is the circle of fifths which, on the most basic of levels, can be defined loosely as a musical concept involving the relationship of various tones found in major and minor keys which can explain why certain things might sound sharp or flat or in perfect harmony. Stay tuned for more on this later.
Moving into business we can look at software development, with stages including planning through to maintenance with the objective to move back to planning for more improvements based on feedback. Similarly, we can look at the product cycle where there is a season for production after research and development, and then an ultimate season of decline which feeds right back into R&D to work out what can be improved for the next version.
Closer to home, I consider how Creative Virtual’s suite of customer and employee engagement tools fulfil a tidy cycle which feeds upon itself to deliver a successful and harmonious customer experience. Like the circle of fifths, there is no end point. The relationships of tones and questions and points of contact exist in a wheel and the feedback loop – whether musical or user generated – provides enough information to confirm either perfect harmony or an experience needing more tuning.
To explain further – picture a user needing information about an upgrade to a banking service that may affect his/her account. The user asks a question via the self-help portal and gets a response that delivers an accurate explanation, but it is not specific enough for his/her unique situation. So, the user decides to escalate to live chat. The virtual agent passes the user over to the live chat advisor along with the transcript of the conversation so the agent can respond to the latest query and not start over at the beginning. The live agent “speaks” to the user who then asks another question about the bank policy on “xyz”. The agent, not knowing all of the policies, seeks advice on the internal advisor-facing self-help portal (serviced by Creative Virtual from same knowledgebase), finds the reference on policy number and feeds back the info to the user quickly.
The “journey” went full circle: user finding information on the self-help tool – self-help tool escalating the user to a live agent – live agent finding information on the internal self-help tool – a combination of humans and technology delivering exactly what the user needed to know. Possibly not a symphony but I’d call that a most successful and enjoyable customer prelude.
Happy Customer Service Week!