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#CRSummit 2015: 6 Things We Learned

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The following is a guest blog written by Sara Wright, Marketing Director at Dialog Direct. 

Seattle. The Emerald City – best known for its coffee, rain, grunge and … customer experiences? From September 28th through the 30th, the Hyatt Olive 8 in Seattle became the hub for connecting customer service professionals with their peers, creating engaging discussions around the trends, challenges and best practices related to the customer service industry. There was much to be gained at the Customer Response Summit, from conversations in the hallways to soaking in expertise at the panels and presentations. We combed through our notes to share our most valuable bits of information gained.

#1: Digital and Traditional Channels Need to Integrate Seamlessly

A strong and reoccurring theme throughout the Customer Response Summit was the consensus that a robust customer service strategy must assume a holistic online-offline perspective. With the proliferation of communication channels and devices, customers expect to be able to start an interaction in one channel and complete it in another.

In 2015, the customer service industry continues to think about ways to create customer-centric, omni-channel experiences. The end goal is to focus on the user experience and create one-to-one relationships with customers integrated across all their favorite channels – email, SMS, video, chat, social media, and phone, in-store and on desktops, mobiles, and tablets. For example, if a customer has been browsing your how-to videos on your FAQ page on topic A, and then turns to Facebook and asks a different question on topic B, the company should be able to bring together all that data and respond promptly with a concise and useful answer.

The customer expects you to know who they are, what they want, and how they last interacted with your brand. To help seamlessly integrate the multi-channel experience, allowing your brand to truly understand the customer, the use of a CRM was discussed. A CRM that captures data of all interactions will allow your phone agents to see social and online data and your social customer service agents to see phone dispositions, giving all of your team members access to the most up-to-date customer data. Continue reading

The Best of the Best – Customer Response Summit Seattle

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The Empowered CX – Rethinking Service for Mobile & Self-Help Panel ft. HGS, Nintendo, Expedia, and Target.

 

The following is a guest blog written by Richard Shapiro, Founder and President of The Center For Client Retention (TCFCR). To learn more about their solutions visit their website at http://tcfcr.com/.

Once again, Chad and Susan McDaniel orchestrated a stimulating and educational Customer Response Summit, this time in beautiful Seattle. The keynotes were insightful, panel discussions enlightening and thought-provoking and the attendees were always engaged. Of course, Chad and Susan know how to throw a party and every social event was fun, especially the extravaganza on Tuesday evening at the Tap House Grill. The 80’s were a great era and all the trinkets, music and dancing brought us right back to that decade. Without fail, the opportunity to network peer-to-peer was the pièce de résistance.

The conference began with a behind-the-scenes tour of the Envisioning Center and Digital Crimes Unit at Microsoft. Those of us fortunate enough to attend Monday’s afternoon event were appreciative of an inside look into this major corporation. A picture is worth a thousand words. Perfect way to begin.

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Microsoft Tours During CR Summit Seattle

 

The 1980’s, the theme of the conference, highlighted where we were and how far we have come. Chad, our exemplary MC, began the symposium with several clips spoofing customer service, including one memorable scene from the Seinfeld TV series when Jerry was told there were no cars available even though he had a reservation. Apparently, car companies don’t always actually reserve a specific car; the request is only entered into the system; making Jerry extremely frustrated. The question to the audience: has service improved in the last 30 years? It depends!

The organizations participating in the Customer Response Summit are leaders in their industries. Every participant wanted to learn, share and brainstorm with the Best in Class so their company can improve and provide exceptional service across every channel.

The 80’s were a simpler time with two primary channels of communication: face-to-face and phone. Now, in addition, there is email, chat, text, apps, etc. Consumers are not only using various channels to communicate, they are vaulting between each one making it difficult, almost impossible, to track and serve consumers. It’s an especially laborious task when company budgets remain tight and the cost for technology increases exponentially. Continue reading