How to Execute the Optimal Customer Experience with John Durocher

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This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

1. How can companies integrate their sales and support teams to enhance customer interactions?  
2. How can small businesses enhance customer support after a sale? 
3. What are the benefits of a customer advisory board? 
4. Why is it important for companies to proactively communicate when there are problems, service outages, or maintenance periods? 
5. How can businesses create an emotional connection with their customers through community involvement? 

Top Takeaways

• Companies can improve their service and product offerings by listening to customers. Engaging customers through surveys and advisory boards (made up of customers) allows companies to understand their customers’ needs and generate new ideas.  

• Customer surveys should be a two-way communication. Customers spend time answering customer feedback. So, companies should respond to the feedback by showing appreciation for their customers’ input and making them feel heard by letting them know what actions are taken.  

• Customer experience doesn’t stop after a sale. It encompasses every interaction the customer has with the company. Each touchpoint should be designed to delight the customer, from when a product is purchased to when they receive any follow-up service or support.  

• Communication and collaboration between teams ensure that there are no gaps in service delivery. When a customer interacts with one team, they expect the entire company to be aware of their history and needs. They do not want to repeat themselves. Effective communication ensures a consistent and convenient customer journey. 

• Proactive communication alleviates customer frustration. When there is a problem,  businesses must proactively notify their customers using all appropriate channels, including text, emails, and social media, that their customers are using. This keeps customers informed about what’s happening, how long a problem might last, and reassures them that it is being addressed.  

• Businesses that engage with the communities they serve often stand out. Customers like doing business with companies who value the same things as them. 

• Plus, John shares examples of how local broadband providers have gone above and beyond for their community during crucial moments. These are lessons for any type of business. Tune in! 

Quotes:

“It’s important not to have gaps in the customer experience. You have to work and communicate as one team. Customers expect that what they have heard from the sales team will be consistent throughout your organization.” 

“Customers can surprise us by using our products in ways we never imagined. By truly listening and engaging with them, we uncover new ideas to enhance and tailor our offerings to meet their needs better.” 

“To prevent survey fatigue, it’s crucial to be smart about when and what we ask our customers. When feedback is less than stellar, proactively reach out to understand how to improve. Customers want to trust you to deliver a great experience.”  

About:

John Durocher is the Chief Customer Officer at Calix. He is widely acknowledged as an expert in customer relationship management (CRM) and has contributed numerous articles and papers to industry and academic publications. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.