A Lofty Goal: Earth’s Most Customer-Centric Company

If I asked 10 people who they thought could be planet Earth’s most customer-centric company, I bet a majority would have the same answer. I’ll share that company’s name at the end of this article. For now, you can guess.  

Cindy, from my office, had a customer service issue. Here are the steps she took to resolve the problem:  

1. She went to the company’s website and clicked on customer support. 
2. She answered a few questions, and once the technology identified her problem, a chatbot popped up. 
3. After interacting with the chatbot briefly, the bot wrote, “Let me transfer you to an agent,” moving from a chatbot to live chat. 
4. At some point, the agent suggested getting on the phone, and rather than have Cindy call, she asked for Cindy’s number. Once Cindy shared it, the phone rang almost instantly.  
5. From there, the agent carried out a conversation that eventually resolved Cindy’s problem. 

I asked Cindy how she liked that experience, and she quickly answered, “Amazing!” 

Just a few minutes later, Cindy received a short survey asking for her feedback with the message: 

Your feedback is helping us build Earth’s Most Customer-Centric Company. 

With that in mind, let’s look at some lessons we can learn from the company that aspires to be the most customer-centric company on the planet: 

1. Digital First – The company made it easy to start the customer support process with a digital self-service solution. While there was a live agent option, it wasn’t presented until later. Cindy had to answer a few questions and click a few boxes before moving on. And this part is important. The process was easy and intuitive. She was digitally “hand-held” through the process, which included the chatbot.
2. The Human Backup – The chatbot was programmed to understand when it wasn’t getting Cindy’s answer, and it immediately transferred her to a live chat with a customer support agent. Eventually, the live online chat turned into a phone call when the agent wanted more details and knew it would be easier to talk than text. Rather than Cindy calling the company, she simply had to enter her phone number into the chat, and within seconds, the phone rang, and she was talking to the customer support agent. 
3. A Seamless Omni-Channel Experience – The definition of an omni-channel experience is a continuous conversation moving from one form of communication to the next. Cindy went from answering questions on the website to a chatbot, to live chat, and then to the phone. All was seamless, and the “conversation” continued rather than forcing Cindy to tell her story repeatedly. The agent on the phone picked up where the chat ended and quickly solved her problem. This is the way omni-channel is supposed to work. 

This is a perfect example of the modern customer support experience. And did you guess what company this article is about? If you said Amazon, you’re absolutely right!

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.