Top 5 Customer Service Articles For the Week of March 19, 2018

Each week I read a number of customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.

Infographic: What Marketers Need to Know About Changing Customer Service Expectations by Erik Wander

(Adweek) Consumers are demanding multichannel options that are easier to use.

My Comment: Let’s start this week off with some compelling stats about our customers’ changing expectations. 23% of customers say their expectations of customer service are higher than they were a year ago. Are you and your organization keeping up?

The Three Cs of Customer Satisfaction: Consistency, consistency, Consistency by Alfonso Pulido

(McKinsey&Company) It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it’s difficult to get right and requires top-leadership attention.

My Comment: It is said that in real estate the three most important words are location, location, and location. This article identified the three “C”s of customer service and satisfaction, which may also be the three most important words in customer service, and they are consistency, consistency, and consistency. Customers want and expect a consistent and predictable experience.

Customer Experience is Everyone’s Job at Volkswagen Australia by Joseph Brookes

(WHICH-50) Turning customers into lifelong advocates requires companies to embrace customer experience throughout the organization.

My Comment: Customer service is everyone’s job. That’s what Jason Bradshaw at Volkswagen Australia lives and breathes. Three years ago he was brought into VW as their director of customer experience. This article gives you a peek behind the curtain of the man who has a relentless and passionate focus on taking care of customers.

Coffee, doughnuts and Big Data: Q+A with Dunkin’ Donuts VP Sherrill Kaplan by Mike O’Brien

(ClickZ) Naturally, loyalty is hugely important to Dunkin’ Donuts, which, despite its name, mostly sells coffee. We spoke with Kaplan about what inspired DD Perks, striking the right balance of communicating with its members, the importance of personalization and what’s to come.

My Comment: If you have ever wondered how effective an app can be for your business, read this short article. Dunkin’ Donuts use their app to create a better experience for their customers, and at the same time capture data that can be used to send relevant and personalized content as well as award points for their customers’ loyalty. This is an excellent case study on how an app can help drive customer loyalty and deliver an easier, more convenient experience.

Customer Experience: There’s a Consumer Trust Crisis, and Smart Firms Will Shape CX to Address It by Ryan Hart

(destinationCRM.com) Being transparent and offering authentic experiences can help companies break through the murk.

My Comment: This article shows the gap between customers who trust companies and those who don’t – and the impact it has on the customer experience. Customers want the brands they do business with to deliver on their promises. When they know what to expect, and they like it, and it happens again and again, they come back.

Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information on The Customer Focus™ customer service training programs go to www.TheCustomerFocus.com. Follow on Twitter: @Hyken