Congratulations CRM Idol 2011 Finalists!

The list is out and the competition is stiff. Out of a field of 22 contestants, Paul Greenberg and friends have whittled the field to four finalists:

  • Assistly
  • Crowd Factory
  • Get Satisfaction
  • Stone Cobra

Be sure to read Paul’s comments about Assistly’s eligibility.

This has been like the Westminster Dog Show so I congratulate the judges because, just like in a dog show, they were asked, not to judge these companies against each other, but against “best of breed”. See, the companies weren’t all the same thing.

The call for contestants went out for “CRM-ish” companies of particular revenue levels. They got everything from pure customer support applications to social marketing applications to a community/forum application. On one hand it made it nice because as a contestant you could be comfortable cheering each other on. But it also made it hard because it seemed like you couldn’t always define what the judges might be looking for.

This contest shows there are myriad ways to keep up with your customers. All of these companies have had success with a variety of ways to learn, serve, and support customers over multiple channels while learning best practices along the way. How do you know what you need in your organization?

The same way we have always touted: know your customers. Find out how they like to communicate. Make it easy for them to help themselves AND get to a human when needed. Don’t just take in the information, sift it and grind it to find actionable data that can help you improve your business. And take that action, don’t just research and report.

There is no one size fits all in customer service and support anymore than there is in clothing. But you need to define your requirements before looking at systems and definitely before making a choice. This choice is going to be around awhile. Make sure you and your customers can live with it.

Customer Service in a WIIFM World

HubSpot CMS graphic

Bruce Temkin released a paper in 2008 called The 6 Laws of Customer Experience. Law #2 said:

People are instinctively self-centered.

We have all been told about the “radio station” WIIFM – What’s In It For Me? So it should come as no surprise that your customer’s first thoughts are not about your product but about how they felt while dealing with your company. Thus giving rise to the “customer experience” and “voice of the customer” programs.

The thing is, even though people have definite opinions about how they were treated it can be like pulling teeth to get them to tell you about it. At least directly.

On Facebook and Twitter, sure….but not directly to you. And really, the percentage of people who even go to the trouble of putting their reactions out there on the social media is pretty low. Let’s face it, it takes effort to walk over to the computer, log on, and write even 140 characters unless we are extremely motivated. At which point your business has been thrown out the window…to late for fixing anything.

Just like you need to make it as simple as possible for customers to find you, shop your company, and buy from you, it has to be just as simple or even more so to get them to give you feedback.

“How?” you say.

It depends. I know, I hate that answer too because it usually means more work for me. But in this case, the work is an investment. Just like you determined what channel your customers preferred to use to interact with your company, you need to find the ways your customers are most comfortable telling you what it is really like to be your customer.

There will always be a few who are willing to tell you to your face but most of us would rather be polite, say something non-committal, and scoot out the door. Same for the phone. Many places have a website they direct people to where they can answer “How are we doing?” and there have always been email surveys.

But we’re dealing with WIIFM here. This means customers don’t care that what they tell you can help “improve our service to you”. That’s too nebulous and far away. They need an incentive.

Many incentives are freebies or coupons for one thing or another. Some are contests: “Fill out our survey for a chance to tin this iPad!”. But your customers may not need or want those things.

You know what can get people going? Some of the craziest things that won’t cost you a cent.

  • Many people will be happy to get a badge for their facebook page for filling out your survey.
  • Others would love being tagged as an expert in your online community.
  • Find a way for them to earn complimentary titles and who knows how much you can get from them.

An example is HubSpot. They have a very active online community and probably people would participate regardless. But HubSpot keeps track of how many times you answer questions or interact and gives you a successively higher title. You might start as a HubSpotter Newbie but then go on up through HubSpot Guru.

You know your customers, or you should. Think about what makes them react and offer them an incentive geared toward making that reaction. If the first thing doesn’t work, tweak it and try again. Don’t just forget about it.

It’s your business, your company. This is a WIIFM for you and what’s in it for you is a successful organization. So get out there and get feedback and give something in the process.

The Third Element of Great Customer Service: The Right Technology

Pellerin Portfolio

Here is the last element in our brief series on taking your customer service to greatness. The first two, people and a quality product, are equal legs on this stool and so it having the right technology so your customer service agents can spend their time with customers, not tabbing between applications, looking up answers in several different databases, or taking second and third calls from customers whose problem wasn’t fixed with the first call. Nor do they want to spend time with calls that could have been avoided if the customer had access to information or processes that don’t need another human involved.

First, the easy stuff. Make it possible for your customers to find their own answers if they prefer. Give them access through a customer portal for self service where they can access a knowledgebase, connect with other users, and submit problems or get right in contact with an agent if they can’t fix it themselves.

Give your customers the ability to engage with you on the channel they prefer. If they would rather interact through chat, set up a chat channel. If they start on that channel and it would be better to switch to another, like the phone, make that possible. Many still prefer the phone. Don’t load them down with an endless phone menu, get them to a person as quickly as possible if that is what they need.

And fix it so they don’t have to repeat information. To anybody. They should be able to enter or provide it once and be done. Nothing is more annoying than telling your problem over and over. (Note to customers: do give the agents time to read through lengthy content if your ticket is complex).

When agents must get involved, make sure they only have to deal with one system for customer information, ticketing, documentation, and knowledge management. Every time a new application must be opened or switched takes time that would be better spent engaging the customer and solving their problem. This single system helps the rest of the organization too. No dropped tickets between applications or departments, alerts for everything, and time tracking to keep up with staffing. A way to see aging and open tickets and schedule time to take care of them. Get fast answers from knowledge infused support processes and technology.

In short, make it as easy as possible for both customers and customer service agents to fix problems without putting technological obstacles under their feet. Will it cost up front? Sure. But in the long run, that new system will pay for itself, possibly inside of six months.

There are systems out there that do all of this. Of course, we think PhaseWare is the best and most affordable. But, really, there is no excuse these days to still be tracking a spreadsheet or using multiple software applications to do what one customer service and support solution can do.

So there you have it. The three elements of great customer support:

  1. People
  2. Quality
  3. Technology

Read all three posts:

The First Element of Great Customer Service: Your People

The Second Element of Great Customer Service: Quality of Information

The Third Element of Great Customer Service: The Right Technology

The Second Element of Great Customer Service: Quality of Information

Pellerin Portfolio

We are continuing our look into each element of great customer support from our popular November blog entry: The Three Basic Elements of Customer Support. Next element: Quality of Information.

[Q]uality answers and information can make or break a customer’s level of trust in the company as a whole. The sole customer support representative interacting with a customer will shape their opinion of your company, so customer support representatives giving quality information is key.  If a customer is given bad information, then their opinion of the company will be bad.  Bad news spreads quickly.  However if they are given quality answers, their opinion will be positive and they will give your company glowing reviews.

Your customer support agents need to sound like they know what they are talking about. They also need to convey the same information regardless of channel, product, or service. If your company or customer support is siloed this will be an issue.

If your company or support department have grown and added products, services, or channels over time, it is possible that each area has cobbled together their own way of doing things and their own knowledge bases. With separate repositories of information and training/support practices, your company will begin to sound fragmented to your customers, particularly if they use more than one of your offerings.

Nothing is more frustrating than to be told different things by different people from the same company. Even when the products are different. It is time to consolidate those knowledge bases and training practices so everyone is on the same message. A particular question should receive the same answer by web customer portal, live chat, phone, or other interactive method.

Additionally, to make things easier for everyone, information should be presented in the knowledge base using the same conventions. Whether someone is looking up answers about widget A or sprocket B, the information should be presented in the same way. One way to accomplish this is by using templates for knowledge base article entry. With specific fields to fill out, articles become easier to reference.

Make all channels access the same knowledgebase and the siloes of inforamation disappear. With good editing, the article quality and completeness will improve. And creating a way to automatically check for same or similar information keeps duplication of effort down.

Agents will feel more confident if they know the answers are there, correct, and easily accessed. Customers will feel more confident of the answers they get to their problems. And your company will receive stellar reviews on its quality of customer service.

Who doesn’t want that?

Managing the Customer Experience: CEM vs VOC vs EFM

Customer Experience Management

Marketing and customer service have started talking about the “Customer Experience” as an initiative. It seems a very nebulous term without any way to measure your progress or level. As always, the nomenclature for customer experience management has yet to settle into place. There seems to be multiple names for it with the typical alphabet soup of aliases.

As a service to you, the CXO, I present a brief list of definitions by Syed Hasan in destinationCRM:

  • CEM:
    • Customer Experience Management
    • Comprehensive business improvement and brand-building strategy
    • Encompasses strategic planning and operationalization
    • Envision desired experience
    • Collect, manipulate interpret all forms of customer experience data
    • Use intelligence to improve offerings, business planning, customer facing practices, and service delivery
  • VOC
    • Voice Of the Customer
    • Market research programs designed to discover customer requirements and needs
    • Differs from CEM: Less to do with day-to-day customer experiences
    • Used more for long term business improvement
    • Ensures customer needs are part of product development and service delivery strategies
  • EFM
    • Enterprise Feedback Management
    • Includes all customer feedback technologies including automated survey technologies
    • Consolidates organization wide surveys onto a single platform to centralize the information and create efficient processes for managing the submission and manipulation of large volumes of survey data.
    • NOT just data mining

Unfortunately, even now multiple platforms and services claim to any and all of these and claim to cover the total of customer experience management. The field is slowly finding universal definitions but the best way to know what practice is really being discussed is to take a deeper look into each service or product.

Mr. Hasan advocates “cutting to the chase.” You want to solve problems not write definitions. What you need to be looking at:

  • Customer retention
  • Customer feedback (who cares by which acronym)
  • Satisfaction, loyalty, and advocacy measure by meaningful metrics

Keep those three bullet points in mind when the customer experience promoters come to call. It isn’t that they aren’t right. It’s just that you, as CXO, need to help them understand what you need to know.

And it isn’t a jumble of letters.

Cross posted from The Successful CXO:Committed to Customer Service

Laying a Foundation for the 3 Basic Elements of Customer Service

Jody Pellerin, Writer


In keeping with this week’s theme of three essential elements of customer service I wanted to talk about the C-suite’s role.

In our top-down, hierarchical paradigm that has persisted over many decades, we tend to think of the C-suite as the top of the pyramid, the apex of the business. Over time this can cause a disconnect between the executive officers and the rest of the business. Decisions are made without really feeling the consequences because all the layers between executive and the rank and file dull any pain through spinning any bad news to sound not so bad.

The truth is, the C-suite is the foundation for the business. This is where company culture is set and where any change must start in order to successfully steer the business in a new direction. As the executives think, so goes the company.

In The First Element of Great Customer Service: Your People I wrote about the most essential part of great customer service. Like a three legged stool, customer service will fail if any one of the elements is missing, but I believe if the first element, people, are missing, it doesn’t just allow the stool to fall, the other two legs will cease to exist. People are necessary for the existence and success of quality and technology.

You, as the CXO, have the greatest impact on the people of your company. Your opinions, decisions, and actions inform the environment in which people work. You lay the foundation upon which the elements, especially the people, rest. I know it is easier to look at a spreadsheet and play with the numbers, but those numbers were affected by every person in your organization, and nobody has more impact than your customer facing employees.

It is incumbent upon you to make the right decisions and set the right tone for their success.Communicate, communicate, communicate.

  • Make it known that you will be patient with the hiring process if quality employees are being found.
  • Make management understand you consider money spent on training to be an investment, not an expense.
  • Make sure the proper tools are available to make it as easy as possible to answer customer concerns and desires.
  • Make your expectations crystal clear.

And if you must slash personnel do it as soon as possible with those who simply aren’t measuring up. Do yourself, your staff, and that employee the biggest favor you can by moving quickly before resentment, bad habits, and lost customers become a problem. Not everyone is cut out for customer service and the hiring process may not catch all of those who should be guided into other roles. It serves no one to let this slide because it is easier than facing someone to tell them they aren’t right for the job after all.

Your people are your greatest strength and your greatest weakness.

Your chain is only as strong as its weakest link.

These cliches exist because there is truth in them. Do your best to lay a solid foundation on which to rest this element and support it so the business can stand strong.

Cross posted to The Successful CXO: Committed to Customer Service

The First Element of Customer Service: Your People

This entry is cross-posted to The PhaseWare Files. The post was created to comply with all the elements recommended by HubSpot.

Back in November we published what turned out to be a rather popular blog entry: The Three Basic Elements of Customer Support. I want to flesh each of these elements out this week with some tips on optimizing each element.

First Element: People

Table of Periodical Elements - Carbon

You need carbon based life forms as a foundation for great customer service

“[P]eople that are right for your company and have an interest in making your customer happy are the right people to have… working with the customer. A customer can tell whether your employees are smiling or not, even over the phone.  If your people are happy, ultimately your customers will be happy. It is amazing to me how true happiness and excitement can make a customer happy to be part of a winning team.  A positive attitude is infectious so start an epidemic by hiring happy people.”

Making employees happy seems to be what this paragraph is saying but in reality it is a statement about hiring practices. Not everyone is cut out to give great customer service although some of it can be taught. You need to find a way to identify those who will succeed in the role which ultimately makes them…..happy.

According to *randstad the first thing to identify is the type of culture ingrained in your company. Some examples from authors Terrance Deal and Allan Kennedy include:

  • All Hands On Deck
    • Focus: Working together to get things done
    • Everyone works as a team regardless of title or position
  • Process
    • Focus: Procedures and bureaucracy
    • Data, grids, and forms are at the forefront and the culture lacks creativity
  • Work Hard/Play Hard
    • Focus: Fun and action
    • Employees take pride in quality of work but like to have fun with co-workers
  • Tough-Guy, Macho
    • Focus: Get the job done
    • People expected to know what they are doing and do it, little supervision. Lots of feedback and constructive criticism.

Maybe your company is a mix of one or more, or it doesn’t resemble any of these, but this list can get you started. And unless you are a one-person shop, make sure you get feedback from your current employees and customers about what the culture feels like to them.

Now you have some guidance on the types of questions and scenarios to go through with prospective employees. Try to drill into what each thinks so they don’t just give you a well rehearsed answer found on an interviewing website. This is your company. You need the people who will make it successful.

Once hired, there are three very important things that must happen:


Nothing makes a new employee feel worse than having to say “I don’t know” or to be seen fumbling. If you can’t find a way to properly train people then be prepared for employee (and customer) churn.

Once trained, make sure to let them know how they are doing. Don’t let them get a huge surprise at their employee assessment when you roll out all the things that they’ve been doing wrong and nothing about what they have done right. Gently correct mistakes when they occur. Advise and coach with frequent quick talks and some back patting. Employees will let you know how much, how often, and what works best.

Need more in-depth information on these steps? Check out a book from the library or borrow from a friend. Check out the reviews on Amazon. Watch free on-demand webinars and search the web for information on hiring specifically for your industry. In this age of TMI, there is no shortage of help to be found.

Your people are your company. Make sure you put your company’s best face forward by hiring and retaining the right people.

Free White Paper Download

To learn more about optimizing your customer service and support,
download our free white paper:

Hone Your Customer Support Desk Tool

*Randstad provides temporary, temporary to permanent, permanent, and outsourced placement services for local and global customers.

eBook: First Call Resolution

This ebook gathers up the blog posts from The PhaseWare Files that talked about first call resolution, or FCR, a primary metric for customer support and call centers. The better the FCR, the better the customer satisfaction, the lower the costs for customer service. And the more time to spend on the thornier issues.

Click here to download: Customer Support Metrics 101: First Call Resolution

Give Your Customers the Gift of Chat

This white paper goes over some of the pros and cons of using live chat in customer service and support. Again, this was written for thought leadership and education of our customer base.

Give Customers the Gift of Chat: Implementing Live Chat into Customer Service Channels

I just auditioned for BlogMutts!

OK, really I turned in an application. But this looks like an interesting start-up and a chance to get paid solely for writing. I hope to see an acceptance soon!

To take a look at the site go here: BlogMutt beta.

If you need a steady stream of fresh blog content, this might be the place to go.

Update September 1, 2011
I heard from Scott Yates, the co-founder, almost immediately. Right now the customer base is a little small but I think it will grow. I tried to put up a post last night but family issues (read children who don’t want to do homework) interfered. Definitely today after my “day job”.

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