FOR IMMEDIATE RELEASE
A NEW FOCUS ON CUSTOMER EXPERIENCE COMING
Companies are betting that a new focus on “experience” will help them better serve local customers
One of the major trends in the world of customer service seems to making in roads in Jamaican corporations. Instead of merely serving customers, companies are hoping that by going after a precise experience they will be able to motivate employees, raise standards and provide customers with more of what they are looking for in their interactions with companies.
Local companies such as Scotiabank, Cable and Wireless and Victoria Mutual have all recently appointed high level executives in charge of “Customer Experience.” They understand what many companies are trying to grasp: the customer’s experience is impacted by every single “touch-point” or interaction they have with a company, including their website, the front-line staff, how they pay their bills or make deposits, and even what they see in their advertising.
On November Wednesday 21st, Francis Wade of Framework Consulting will be addressing the Jamaica Customer Service Association’s International Certificate Graduation, and will be describing this important shift in emphasis that is already positively impacting service standards in the Caribbean region.
According to Wade, “Employees across the board are finding it much easier to appreciate this new approach. Companies are finding that they can tap into an employee’s understanding of “experience” more easily than they can describe to them what happens in some far away company they have never visited.”
“Managers that are still talking about Walt Disney or the Ritz Carlton are speaking over employee’s heads, and are having a hard time relating to their daily experience of the service they experience from their minibus driver, post office, bank and grocery store.”
By adapting this new best practice, local companies are able to do what many companies around the world have done, and start with a set of “target experiences” that the company has decided will support its brand. Once these experiences are defined, they are translated into standards at each “touch-point.” Employees are taught how to deliver these experiences consistently, and how to monitor the customer’s reaction with a combination of advanced interpersonal skills and personal intuition.
Websites are tweaked, process are changed –all in order to produce the particular experiences. Wade said “Managers who think that they can motivate employees by speaking about the service they experienced at their last trip to Sandals are mistaken. They don’t appreciate that a major reason that front-line employees deliver better service in North American companies, for example, is that they have many, many examples of good service that they have seen first hand.”
“They merely have to copy the service levels that they see every day. In Jamaica, employees cannot do the same, and their job is much, much harder.”