You know the phrase “Happy Wife, Happy Life”? Well, here at Kustomer our motto is “Happy Customers, Happy Life”. It may not have the same catchy ring to it, but any CX professional can attest to it’s truth. Creating happy customers resonates far outside of a customer service organization — customers can act as unpaid marketers, they can give insight into product development and campaign plans, they will undoubtedly drive more revenue and positively impact your bottom line.
But what often gets overlooked, is the direct correlation between agent happiness and customer happiness. It’s immensely clear to anyone who has ever called a cable company or visited the DMV, that when agents are forced to jump through hoops, use outdated systems, and deal with a bombardment of unhappy consumers all day long, they likely won’t be providing the best service. But when agents feel empowered, feel their jobs are valued, and — most importantly — have the right tools and technology in place to do their jobs well, they are able to be efficient and effective in a fast-paced and rapidly changing environment.
Ultimately, agent happiness directly translates to customer happiness. The more information that agents have at their fingertips, and the more they are able to focus on quality instead of quantity, the happier they will be, and the happier they will make your customer base. Andrew Rickards, Director of Customer Experience at Ritual, has experienced this first hand.
Legacy CRMs were built to manage cases, not customers, and siloed third-party data means an abundance of wasted time. Agents have to look in a multitude of different systems, on different platforms, just to service a single customer inquiry. A true customer service CRM should connect seamlessly with your other data sources and business intelligence tools, while taking the place of your support platform, contact center routing software, and process management solution. With all information centralized, agents don’t have to waste time searching for the information they need to service an already frustrated customer.
Amy Coleman, Director of CX at Lulus.com, agrees that switching to a true customer service CRM, from an old-school ticketing system, is a game changer for both agent happiness and development. When agents are stuck in the minutia of complicated workflows and a never-ending sea of tickets, they are unable to focus on what’s most important, and find value in their work.
Agents have a difficult role. They are the voice of your brand in every customer interaction, yet when they start that interaction they often barely have enough information to authenticate the customer, much less provide differentiated service to every customer.
To personalize a customer’s experience, you have to know the customer—and that requires data. A platform that brings all the data about a customer into one place helps customer service agents understand the context of a customer’s conversations and helps them deliver more efficient, proactive and relevant service. There’s no need to waste the customer’s or agent’s time by asking for repeat information. Instead, that information is available at the click of a button, allowing the agent to personalize the customer’s experience by giving fine-tuned advice, addressing problems proactively, and suggesting other products or services the customer might enjoy. The result? An efficient but personal interaction that builds a lifelong customer relationship.
Want to learn more about how switching to Kustomer can create happy customers and happy agents? Explore how we stack up to Zendesk here.
In this episode of the Customer Service Secrets Podcast, Gabe Larsen is joined by Douglas Kramon, Senior Director of Fan Support & Customer Care Operations at ESPN, to discuss how customer care drives customer experience. ESPN is a world renowned sports network with an unmatched customer care system. Learn how Douglas has become so successful in customer relations by listening to the podcast below.
The Customer Care Operations team at ESPN has transformed the world of customer experience by creating a more empathetic relationship between the agent and the customer. By doing so, not only have they improved customer experiences, but they have made room for fan-to-fan sports discussion. The concept of the “fan” was created as a nickname for customers at ESPN to make a more relatable and human connection to the agents. Douglas states, “But deep down, when you peel that layer of the onion back, you’re speaking to a fan just like you and they’re more likely to appreciate the conversation and remain an ESPN fan if there is a human element to that.” Douglas talks about how everyone in the Fan Support department is a big sports fan and because of this, they are better able to have constructive conversations when customers reach out to ESPN Fan Support.
Improving Brand Experience During COVID-19
For many fans, sports are memories. With this in mind, Douglas’ team knows that sports bring people together and many are missing that fan-to-fan interaction. They want to keep the sports memories alive, especially during COVID-19 when live sporting events have decreased. To do this, Douglas’ team is actively searching for ways to improve the ESPN sport experience all while balancing business and working from home during a pandemic. As Douglas mentions, “Sports are all about emotion and passion and when we talk sports or fans talk sports, it’s dialogue, it’s discussion, it’s debate.” While live sporting events are minimal, his team is working to replace the experience with engaging content such as a new docuseries called The Last Dance. Continuing to better the fan experience with more interesting content, contacting through SMS, live messaging, and human interaction, Douglas’ team has seen a large increase in C-SAT.
Three Ways to Keep Agents Happy and Thriving
At ESPN, not only is it important to keep the fans happy, it’s also important to keep the Fan Support agents happy. Douglas has figured out three elements that help his team thrive in a fast paced environment: workspace, collaboration, and nutrition. He hopes to harbor a motivating workspace where daily collaboration welcomes insightful communication. In connection with the nutrition concept, Douglas talks about how his agents have families and lives outside of the work environment and he emphasizes the importance of home life. He says:
So you had a great C-SAT. You’re going to get a family size pizza arriving at your door with a little note from ESPN saying, ‘Thank you for doing what you are doing.’ With the C-SAT review directly below it and letting them know we appreciate them. That means they’re more likely to go to a comfortable workspace that they’ve set up for themselves, that they’re collaborating with others as if they’re in the center and they’re feeling good that we appreciate them.
To Douglas, happy agents are a prerequisite to happy fans and small acts make a big difference in agent and fan morale.
To learn more about how customer care drives customer experience, check out the Customer Service Secrets podcast episode below, and be sure to subscribe for new episodes each Thursday.
You can also listen and subscribe to our podcast here:
Full Episode Transcript:
Fan-to-Fan Customer Support with Douglas Kramon
Intro Voice: (00:04)
You’re listening to the customer service secrets podcast by Kustomer.
Gabe Larsen : (00:11)
All right, welcome everybody. We’re excited to jump in. We’re going to be talking about customer care driving customer experience, and to do that, we brought on Douglas Kramon. He’s currently the senior director of fan support and customer care operations at ESPN. Douglas, we appreciate you joining. How are ya?
Douglas Kramon: (00:30)
Good Gabe. Thank you so much for having me.
Gabe Larsen : (00:33)
Yeah, I think this will be fun. I mean, you’ve got a real interesting background. Obviously the company you’re working at, a lot of different changes going on there, and I want to jump into some of the ways you’ve managed around that. Still trying to drive those customers to be excited and passionate about a brand that I think really has kind of that passion innately in it. Before we do though, tell us just a little bit about yourself, your background, and then we can kind of jump in.
Douglas Kramon: (01:02)
Sure. My background is obviously when you go to college for Native American archeology and cultural anthropology, it’s natural to land at the worldwide leader of sports. That’s just what you do. It just happened. And needless to say, it’s been a wonderful time at ESPN. But, through my time post college, it’s really all been about customer experience and identifying the opportunities to improve the brand experience with the customer and what I will refer to with ESPN, we call the “fan.” ESPN is a Disney organization and so we have some serious brand prestige to try to maintain and we’re dealing with sports fans. Sports are all about emotion and passion and when we talk sports or fans talk sports, it’s dialogue, it’s discussion, it’s debate. So a lot of what I do is to make sure in my teams, the passion of sport or the passion that spans out for sport is brought closer to what they want to see.
Gabe Larsen : (02:21)
I love that.
Douglas Kramon: (02:21)
So we’re excited about that. And times have changed a little bit right now as we’re dealing with COVID-19, but that challenge still exists.
Gabe Larsen : (02:30)
Amen. Amen. So let’s get into that part of it. I mean, obviously, as you think about your current environment, it’s all about live – live sports, live everything. And that’s one of the things that drives the passion I think for the brand specifically, thinking about some of the sports ideas. Although on the Disney side, as you said, right? A lot of live interaction there, theme parks, et cetera. If you can just kind of paint the picture as to how you’re viewing it with all the changes that have gone on. Like what’s kind of going through your mind from a, “Holy smokes, the world has kind of turned and now I find myself in a very precarious place?”
Douglas Kramon: (03:14)
Yeah. It’s an excellent question. You know, going into this early to mid-March, I’m ramping up my care team to provide support for millions upon millions of college, NCAA tournaments, challenge players, looking for a college tournament. And then directly following that the beginning of major league baseball and fantasy baseball and suddenly like that, it’s all gone. So you suddenly have an opportunity and you’re ramped up accordingly for one of the most exciting months, if you will, in sports and then it just vanishes. So the live sport experience worldwide has vanished before our eyes.
Gabe Larsen : (03:59)
Man, when that NCA turned, when the big dance got canceled, I felt that one personally, because there’s sports that – I’m sorry, I didn’t mean to interrupt but I’m so passionate about this. Some of the sports, golf pro stuff, but man to see those kids who this is so important to them. They’re seniors. They’re going to the big dance, a lot of them for the first time and those pictures were just heartbreaking to see.
Douglas Kramon: (04:27)
And that’s the emotion of live sport? Is it not?
Gabe Larsen : (04:29)
Douglas Kramon: (04:29)
So knowing that, it’s disappeared and our fans feel that. It’s as if something has been ripped out of them in an incredibly difficult and challenging time already with what’s going on in the world. So removing live sport, we are working to replace the experience until it comes back with incredible content as you and I have talked about with exciting things like The Last Dance, which is now the number one viewing experience out there.
Gabe Larsen : (05:03)
For people who don’t know what that is, give them just 30 second on that.
Douglas Kramon: (05:07)
Sure, so the last dance is a docuseries about the 97-98 season of the Bulls and Michael Jordan leading that team. And really the last time that team would be together and it shows the evolution of the Bulls from the early nineties on. And of course their premier players: Michael Jordan, Scottie Pippen-
Gabe Larsen : (05:34)
It’s really well done.
Douglas Kramon: (05:34)
It really is an incredible storytelling experience. It’s not a live sport.
Gabe Larsen : (05:39)
I’m on episode four.
Douglas Kramon: (05:40)
Soon enough, you got two more to go before this weekend release – I think Saturday. It’s something where passion for sport is still there and we’re seeing that. So right now we shifted from live viewing triaged, in the moment triaged, for live sport because in customer service, for what I do, we’re like a Formula One pit crew. And while all I care about is be brief, be bright and be gone. That’s true enough.
Gabe Larsen : (06:11)
I love that. Say it one more time. That’s kind of been the typical thing of customer service right?
Douglas Kramon: (06:17)
Sure. Be brief, be bright and be gone so you can get the next fan or the next customer and service them and be smart about it. We’re looking at a situation now where we use to get contacts from fans and triage, get you connected appropriately to your TV provider, allow you to view something on a larger screen, you get a lot of technical issues, or it’s lock time almost for fantasy baseball, help you with your rosters. All of that is live triaged and we have special tools where we can see what’s coming over the horizon and hit us. So we know in the moment what to be prepared for. We have great tools that turn dark data into live data and what’s coming to the sender and what folks are saying on social and everywhere. But when it suddenly shuts off the live sport tab and we have to go to video on demand, it’s a different kind of support model, but it’s one where we have the opportunity to also have fan-to-fan dialogue. We like to say, and we believe this wholeheartedly, for customer service, we are fellow fans in the stands with our fans. We’re not the suits in the suites, meaning we’re there with you. We’re sports fans just like you –
Gabe Larsen : (07:33)
I love that.
Douglas Kramon: (07:33)
– and we understand what you’re going through and if you want to talk a little sport, we do too. And that’s what we do and our C-SAT reflects that. So it’s one where we have now, interestingly enough, a little more time for that dialogue and discussion, not so much debate, and if it is, it’s off the cuff and it’s jovial. But we, like the fans we know, miss sport. And so we see it in C-SAT, they wanted to come back and we like to say, “We miss it too,” and then we talk a little sport and we move on.
Gabe Larsen : (08:10)
Okay. So I got to click into that for a minute. The typical motion has been kind of be brief, you know, get off, be gone. I liked your saying better. But now, you’re open a little more, you kind of push that based on the changes to have a dialogue because I’m missing sports, the ref’s missing sports. So is there some examples? I mean, you’re having people then kind of be like call in for a problem, but it is, I really miss my Celtics man. You Celtics fan? And next thing you know, five minutes later, we’re talking about the glory days with Garnett and winning a couple championships. Is that kind of what’s going on?
Douglas Kramon: (08:48)
Absolutely. Just yesterday for example, we have a C-SAT, customer satisfaction survey response, and I’ll tell you what the fan said. Fan gave the agent five out of five stars and said, “I called to relay a story about coach Don Shula. As you know, Don Shula passed away recently. I was a highschool coach for 47 years and I spoke about motivation for the 1972 Dolphins. Mark was very attentive, the agent Mark, to the story and he listened and he loved it. And that’s important to me. He’s a great employee for ESPN. Thank you for allowing me to share this conversation.”
Gabe Larsen : (09:29)
Douglas Kramon: (09:29)
We also have others where Alex, for example, and the fan writes to C-SAT, he was, “prompt, helpful and amazing with troubleshooting. But it sucks that he’s a Jets fan, but as the Bills are my team, I have no room to talk.” So as you can see, there’s a jovial nature and a conversational nature from our fans where you reach a care agent. You’re reaching a brand specialist who is also a brand protector. We have chatbots. We have FAQ deflectors. We have self service. We have AI in the IVR methods. Hang on, let me put my dog out real quick.
Gabe Larsen : (10:17)
You’re good! It’s the reality man, the dog [inaudible] that goes, it’s the way the world is right now.
Douglas Kramon: (10:20)
This is the new reality. I have to be here with my dog in the office. So we are brand protectors or agents. When you actually reach the live agent, it’s human-to-human interaction, fan-to-fan. And we see it in our C-SAT and Gabe, let me point out during this time since the quarantine, which is about March 15th to today. What is it we’re looking at, May 8th?
Gabe Larsen : (10:49)
Coming up on two months, coming up on two, right?
Douglas Kramon: (10:51)
Our C-SAT has never been higher. Never.
Gabe Larsen : (10:55)
Douglas Kramon: (10:56)
When you compare it to this time last year, we’re 14% higher and if you compare it to the 40 days prior to 45 days prior to that, we’re 9% higher and it’s because our agents are showing a dialogue, empathy, understanding, compassion, and letting fans know we miss it too. We miss-
Gabe Larsen : (11:18)
I love that. So a couple of follow ups on that one is, how do you find p– How do you find agents like that? I mean, I feel like I’d be a good agent-
Douglas Kramon: (11:26)
You would, I bet you would.
Gabe Larsen : (11:26)
– in one of your operations because I watch ESPN– Well, I did watch it religiously every night just to be kind of up on the latest because I like to have kind of the, what do they call it? The cooler room talk-
Douglas Kramon: (11:40)
Absolutely! The water cooler talk.
Gabe Larsen : (11:40)
– the water cooler talk. How do you find these people, do you actually screen for fools like me who loves sports or what’s kind of the –
Douglas Kramon: (11:51)
Well, the answer is an absolute yes. So you have to pass a sports test to work at ESPN and customer service and ultimately you have to show passion for sport in the interview. We would like you to know fantasy football or baseball or basketball or hockey. You don’t need to know them all. Then we ask for a sports story and Gabe, for example, I’m a Jets fan. It’s challenging to be a Jets fan because the Jets are at the bottom of the barrel most of the time. So it’s one day they won’t be, but we’re suffering Jets fans. Our feeling is this. You love your team because they’re yours, not because they’re great. I want a story from every agent that tells me what they love about their favorite sports star, the game, their team, their love of a specific event. Like they watched the 1980 Olympics hockey team, USA hockey win. And tell us a story. I need to know that you’re connected to sport.
Gabe Larsen : (13:02)
I love that. When you get someone to tell that story, I’m sure it can come out. You can just gauge very quickly kind of the passion and the realness about stories. Do you want to hear my story, Doug?
Douglas Kramon: (13:13)
Gabe Larsen : (13:13)
I’m thinking of The Last Dance. I’ll make this one brief. I don’t remember if it was ’97 or ’98, but I’m from Salt Lake City, Utah. I’m thinking Jordan game six, Byron Russell, driving to the whole Jordan memory. Jordan does that push and he sinks it and puts Utah out of it again. I mean, Utah is never going to win an NBA championship. They had their chance, but obviously they had to come against the Jordan era.
Douglas Kramon: (13:47)
That was the first Karl Malone game, if I’m correct.
Gabe Larsen : (13:50)
Yeah! Karl Malone, John Stockton. I mean, that was the team. Again we’re a small market company and so [inaudible] every year and –
Douglas Kramon: (13:57)
Was Clyde Drexler on that team possibly? That was a power team.
Gabe Larsen : (14:02)
Douglas Kramon: (14:02)
It’s the storytelling that you see, it brings it back, the memories. That’s what sports are about. Now, don’t get me wrong. I work in customer care, I’m constantly dealing with things that are issues, broken links, incorrect team logos, pages that are broken that won’t display, let’s say video issues with stutter, jitter, or black screen, et cetera, fantasy confusion. We’re constantly triaging. It never ends. But deep down, when you peel that layer of the onion back, you’re speaking to a fan just like you and they’re more likely to appreciate the conversation and remain an ESPN fan if there is a human element to that.
Gabe Larsen : (14:47)
Yeah. So that would be my followup on that. When you kind of mentioned, and it sounds like you got a decent amount of sophistication in this, you do have some bots, you have some deflection, you’ve got some knowledge base, you’ve got live agents, IVR intelligence on IVR. Without going into extreme detail, how do you kind of find that balance of the individual interaction, but also being efficient and effective and deflecting and making sure that people can self service a little bit? Quick thoughts on that?
Douglas Kramon: (15:19)
So we have tools that determine, based on frequency, recency, frequency, sentiment, and velocity. We know what fans are saying to us via– and I’ll talk on live channels, chat, phone, SMS, right? So those are the ones that we’re doing. Email is not live.
Gabe Larsen : (15:40)
So which one’s most active for you guys?
Douglas Kramon: (15:43)
SMS is growing by leaps and bounds –
Gabe Larsen : (15:45)
Douglas Kramon: (15:45)
– because the younger demo loves it and we’re finding C-SAT highest on SMS because you move at the pace of the fan. When the fan is texting back and forth with you, they might be doing other things during their day, whether or not in quarantine. They’re moving around and they ask a question. They don’t expect an immediate synchronous response. If they do, our SMS is faster, the agent responds quicker. If not, we see a top C-SAT score with an average response time between three and eight minutes of a response back to a fan, meaning it’s moving at the speed of the fan. So we know the most common questions that are coming into us based on a rapid analysis of keyword extraction rate. And so we immediately put the things up that an FAQ could respond to and put it out there for our bots, our chat bot or SMS bot, our traditional and all of that. But, if you get passed through to an agent and the bot has failed, you immediately move to the top of the queue [inaudible] trying to address. And we then capture, what is that question? And we determine maybe that’s something where we can put that out. [Inaudible] The goal is, if you reach my agent, we have to do what’s called a plus one. Not only do we give you the answer, but we know you didn’t want to reach out to us to begin with. Reaching out to customer service is not fun. We need to make sure that you’re satisfied and that we surprise you with a sports knowledge opportunity, information of an article that might interest you about what we just discussed. So for example, if you’re talking fantasy football and it’s information that now Frank Gore has signed a one year deal with the Jets and you want to understand how you can use Frank Gore, when will he be available in fantasy on the Jets? We will just say details on that and, “by the way, check out this article.” [inaudible] gives details about what Frank Gore’s impact may be on fantasy with the Jets. So always an opportunity just to do a little bit more. Why sports is based on emotion and fans retain that.
Gabe Larsen : (18:13)
Yes. Yeah. I love that. I think, actually, fans do want the self service. For a while, it was a little at a negative connotation, but as a fan, I kind of want to get– if I have those quick answers or quick questions, getting quick answers, I’d prefer to self serve.
Douglas Kramon: (18:29)
Yes. It’s exactly. I think fans prefer self service.
Gabe Larsen : (18:33)
I’m open to chat with somebody and obviously there’s very specific things sometimes where it’s like, look, there’s no bot that can help me with this. I gotta make two transitions from two airlines in two countries. Like I got to talk to someone about this flight, it’s too complicated.
Douglas Kramon: (18:48)
You used to say to our bot, “Agent.” Boom, it goes right to an agent. Our bots don’t take themselves too seriously. They know when to say, “Okay, I’m done.”
Gabe Larsen : (19:00)
Oh, yeah. Well, Doug, we’re coming to the end here. But, you’re my new favorite customer care expert. Loved our conversation. So fun to kind of hear some of the things you guys are doing to react, some of the priorities you’re taking and then just some of the advice you’ve given. And I’d like to end with that. As you think about the audience, other customer care leaders fight the same battles you’re fighting — obviously different brands, different situations, industry, but a lot of the same. We’re all we’re all in quarantine. Let’s see what last piece of advice you’d kind of give to make everybody feel, give them that tip that they can use to win.
Douglas Kramon: (19:35)
That’s a great question. Honestly, you’re not going to have great customer service or fan support as we call it. If this were Disney, we call it like guest support, or viewer support, or whatever it may be. Last year agents were feeling good. Now granted, our agents are now all working at home. They used to work in a center because it’s sports is collaborative and we know that a center is best for that. But when they’re working at home, my recommendation is you have happy agents. You will have happy fans. And it’s a challenge. So we have identified three things. We want to make sure that we have a motivating workspace for our agents. We want to ensure collaboration daily with other agents like you’re in the center. And we have a website where we do constant coffee breaks and we also award agents on a regular basis through what we call nutrition. So it’s workspace, collaboration, and nutrition. Remember these are [inaudible] agents. They’re with their families. So you had a great C-SAT? You’re going to get a family size pizza arriving at your door with a little note from ESPN saying, “Thank you for doing what you are doing.” with the C-SAT review directly below it and letting them know we appreciate them. That means they’re more likely to go to a comfortable workspace that they’ve set up for themselves, that they’re collaborating with others as if they’re in the center and they’re feeling good that we appreciate them. And we’re feeding them where the opportunity presents itself, because these are incredibly challenging times for family and for individuals. Our best is all about making sure we’re keeping our workplace agents happy and it shows in our C-SAT.
Gabe Larsen : (21:18)
I love that, man. Especially the food part. You know, it must be the young person in me. It’s like the food. I mean, it’s something small, but it makes a difference. So I love that idea. I think –
Douglas Kramon: (21:32)
I agree. We have UFC 249 coming up this weekend, which is the first real live sport opportunity — wings for everybody. So we’re excited about this.
Gabe Larsen : (21:42)
Douglas, we are bringing you back, man. I want to hear about that last part. We did not go deep enough into some of the things you’re doing with your employees. So consider yourself tapped again for round two, maybe in the next couple of months, but appreciate you joining. If someone wants to get in touch with you, learn a little bit more about what you’re doing, what’s the best way to do that?
Douglas Kramon: (22:01)
Sure, Linkedin. I’m right on there as Douglas Kramon, K – R – A – M – O – N. I’m happy to chat. I’m always open to learning new things and to sharing.
Gabe Larsen : (22:10)
Love it. Alright well hey, really appreciate your time and for the audience, have a fantastic day.
Douglas Kramon: (22:15)
You too Gabe! Thank you so very much.
Exit Voice: (22:22)
Thank you for listening. Make sure you subscribe to hear more customer service secrets.
In case you missed it, last week Kustomer hosted a series of events all around switching from traditional ticketing systems to a modern CRM for customer service. The week was action-packed, filled to the brim with insights from Kustomer executives and customer-centric brands like Lulus and Ritual.
It’s not too late to gather insights from the week. Below you can find four key takeaways from #MakeTheSwitch week, and what they mean for your brand.
1. Treat Customers Like Humans, Not Tickets
Many companies are still relying on the old model of customer service, where they treat each new interaction as a separate event handled by different people across a variety of siloed platforms. To personalize a customer’s experience, you have to know the customer—and that requires data. A platform that brings all the data about a customer into one place helps customer service agents understand the context of a customer’s conversations and helps them deliver more efficient, proactive and relevant service.
Amy Coleman, Director of CX at Lulus.com, thinks that the humanity of customer service is often lost in call center environments. “I think that one of the downfalls to old school ticketing systems is that it’s no longer about people. It almost becomes like data entry for those agents that are working on the same thing. It’s how many tickets there are,” said Coleman during a Thursday afternoon webinar. “We were never thinking in terms of the human beings that are on the receiving end. And I think that’s what Kustomer has really done for us, it’s allowed us to spend the time with the human beings that are on the other line and spend more time developing our team.”
Eric Choi, Community Support Manager at Zwift, said during a Friday afternoon LinkedIn Live that he made the switch to Kustomer because his team was looking for a platform that was more human, and allowed them to interact with their members in a more organic way. “The old ticketing system made me feel… like a deli counter. You pull a ticket, you get answered, you throw the ticket away and then you move on.”
When all customer information is available at the click of a button, agents are able to personalize the customer’s experience by giving fine-tuned advice, addressing problems proactively, and suggesting other products or services the customer might enjoy. The result? An efficient but personal interaction that builds a lifelong customer relationship.
2. Unlock the Power of Data Through a Customer Service CRM
As Kustomer CEO Brad Birnbaum said in his Tuesday afternoon LinkedIn Live, an effective CRM should allow you to fully understand the relationship that your business has with each and every customer, and leverage data in order to do that. Legacy CRMs were built to manage cases, not customers. And you shouldn’t have to pay more for operational solutions AND modern communication tools in order to provide effective support.
Coleman agrees that e-commerce companies “absolutely have to be able to access data around what your customers are contacting you” about. Before making the switch to Kustomer, Lulus didn’t have any data because their platforms weren’t talking to each other, and that was a big issue. A modern customer service CRM should be designed to connect seamlessly with your other data sources and business intelligence tools, while taking the place of your support platform, contact center routing software, and process management solution.
3. Cut Down on Tickets With an Omnichannel Approach
In a multichannel support environment, each channel lives in its own silo with its own dedicated team of agents, with limited communication or sharing of information between channels. As a result of this fragmented experience, customers will have to take the time to repeat to the second agent what they told the first agent. In addition, multichannel support leads companies to focus on resolving tickets, rather than building stronger customer relationships, because agents lack a holistic view of each customer.
After switching to Kustomer, Coleman truly realized how many omnichannel conversations were taking place within Lulus’ customer base. With a truly omnichannel customer service CRM, Lulus “ended up merging or cutting [their] tickets down significantly.” Agent collision never occurs when communication channels are integrated, because agents can view the conversation and maintain context even as customers engage through multiple channels.
Michelle McCombs, Vice President of Safety and Support at HopSkipDrive, has now structured her team so they are all omnichannel. With Kustomer’s timeline view, and intelligent queues and routing, her team doesn’t have to go and find what they need to do next. All of her agents “live right there in their one space and… and get to work.”
4. Make the Agent Experience Effortless and Fulfilling
Ultimately, agent happiness directly translates to customer happiness. The more information that agents have at their fingertips, and the more they are able to focus on quality instead of quantity, the happier they will be, and the happier they will make your customer base.
Andrew Rickards, Director of Customer Experience at Ritual, has experienced this first hand. “It goes without saying customer service can be a thankless job and even … the best spirited individual can find those tougher days. So for me, it’s looking at the agent’s experience and understanding what the points of friction are and removing them, so what is already a tough job doesn’t have to be any tougher,” said Rickards. “When I talk about agent happiness, if you look at the internal surveys we do, to see just how people are on a quarterly basis, a lot of the questions that would indicate day-to-day stressors…we improved on those results post-Kustomer switch.”
Coleman agrees, and sees how making the switch to a more effortless platform can impact agent development. “I do feel that we’ve had less turnover due to the fact that the platform is easier, to the point where we’ve been able to actually focus our leadership on actual leading instead of micro managing,” says Coleman. “And what I feel is the most honorable and noble career, which is the service of helping other people, it gets lost in the abyss of really complicated workflows. And so Kustomer has given us, has given me as a leader, so much value, because I’m actually able to lead people for who they are based on their individual strengths and opportunities.”
Click here to learn more about how making the switch could be a gamechanger for your team.
Customer service agents provide immense value to any business. Not only are they highly knowledgeable resources that consumers can rely on to solve their issues, they also play a role in influencing purchasing decisions and building community.
The digital age, however, has made it easier for companies to rely less on human agents to answer easy questions and instead utilize artificial intelligence to get the job done, and many significant companies like LinkedIn, Starbucks and eBay are on board. The general interest in chatbots is only anticipated to grow, as Business Insider reported that the market size is projected to increase from $2.6 billion in 2019 to $9.4 billion by 2024.
The Power of Chatbots
Enabling automated, low-level service via chatbots allows your business to take these smaller inquiries off the hands of your agents, so they don’t have to work around the clock. They are able to focus on the most important cases, playing an invaluable role that drives business and loyalty.
But which questions should chatbots handle, and which should be escalated to customer service agents?
Questions for AI Chatbots
Today’s consumers love convenient interactions. AI chatbots allow for quick resolution without impacting the quality of the experience.
Questions that are simple are ones chatbots can easily handle. CXL Institute refers to these as “Tier 1” questions, which can be interpreted easily by a machine that’s loaded with information in a database. Queries regarding size availability, time and rescheduling for travel booking, as well as specific order numbers can be easily answered by chatbots. Queries regarding information that can be found on your company website are also great for chatbots to tackle, saving customer service agents time and energy that would otherwise seem wasted.
Questions for Customer Service Agents
Live chat is unmatched for some consumers. When it comes to the complex questions, we agree. For example, if a customer is interested in a certain product but wants more information and guidance down the sales funnel, an agent can address doubts, answer these specific questions and help customers make decisions. Questions that can turn into bigger issues based on communication limitations don’t work well for chatbots; customer service agents can provide sincerity in the form of understanding and humility, for example, which can improve the reputation of your business.
But AI chatbots allow you to scale your customer service and rely both on artificial intelligence and human agents to provide a quality experience for consumers. Learn more about how Kustomer can improve your customer service strategy today by requesting a demo.
For more than 125 years, our brands have shared a commitment to offering products of enduring quality and exceptional comfort, allowing our customers worldwide to express their own individuality and style. Since our founding in 1892, we have always been known for creating unique store experiences – but the rise of omnichannel retail requires meeting our customers wherever, whenever, and however they choose to engage with our brands. Increasingly, even when the customer journey finishes in a physical store, their journey often starts online.
The digital age has forever changed the retail industry and ultimately, customers’ expectations of it. Simply put, customer service has never been more important, which is why we put our customers at the center of everything we do across all our brands – Abercrombie & Fitch, abercrombie kids, Hollister Co. and Gilly Hicks by Hollister. As technology has evolved, and the shopping experience has changed to adapt to and anticipate customers’ changing preferences, we saw an opportunity to update our customer service capabilities to meet our customers’ growing needs. We were in search of a new customer service system that would deliver enhanced value for both our agents and our customers.
3 reasons Abercrombie & Fitch Co. chose Kustomer
Partnering with Kustomer helps ensure our current needs are met and gives us confidence that we are positioned to meet our customer service goals now and in the future, as their needs continue to evolve. Here are three key ways Kustomer delivers on our requirements for a new solution:
We wanted to align customer service tactics with our organizational mission of putting the customer at the center of everything we do, as well as implement more personalized experiences that would resonate with our customers.
Kustomer allows us to view each customer holistically across channels and time, giving our agents not only the supporting information they need, but also organizing order history and pertinent customer data in a single location. Additionally, we will soon be able to see the entire customer journey, from what they’ve bought, to the offers they’ve received and other products they’ve viewed. This will allow us to anticipate and adapt to a wide range of customer needs in a highly individualized manner.
Improved agent and reporting service
The comprehensive view Kustomer provides also helps simplify and streamline the agent experience. Agents can review necessary information and take appropriate action to resolve issues from a single screen. Most importantly, the entire agent experience is highly intuitive; the quick training process allows our agents to easily get up to speed, and they are able to comfortably utilize Kustomer to its full potential.
As a result, our agents enjoy using the system, and accessing dashboards and metrics to provide management insight into our performance is easier than ever.
A flexible, adaptable platform that keeps pace with customer needs
We needed a solution to streamline and automate time-consuming workflows and business processes to help our agents do what they do best — deliver great customer service experiences.
Kustomer helps to effortlessly manage our customer needs in real time. Operational and routing changes are now more user-friendly and can be easily made in seconds using Kustomer’s queues and routing features. More importantly, Kustomer’s experience in the digital customer service landscape assures us we can continue to improve the customer experience, and that Kustomer will evolve with our business.
Becoming a customer service fixture amongst fads
The digital age has forever changed customer expectations. By unifying the customer experience, helping us streamline how we operate, and providing a platform for future innovation, our partnership with Kustomer has helped us implement and personalize our company’s commitment to quality into each and every customer interaction.
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Deliver effortless service and measure performance in one powerful platform.
At Kustomer, we pride ourselves on helping companies deliver support that satisfies customers, builds loyalty, and drives retention. That’s because our customer-centric platform is different from the legacy ticketing systems that create cumbersome and fragmented service experiences. Through a single workspace that unifies customer data, agents are empowered to meet customers’ needs on any channel they use.
And while SLAs and productivity metrics are incredibly valuable when measuring support success, we believe the best indicator comes from customers themselves. Their feedback drives continuous improvement for businesses and their support operations. And while satisfaction measurement solutions can provide powerful insights, they require additional budget, splinter customer data and agent experiences across multiple systems, and fail to account for the varied communication experiences on each particular channel.
That’s why we’re proud to announce the launch of Kustomer Satisfaction—our native tool that measures, tracks, and manages customer satisfaction across all your support channels, directly in the Kustomer platform. With Kustomer, providing effortless service and gaining incredible insight into how your customers feel regarding their interactions exist together in a single platform.
Kustomer Satisfaction is built on the backbone of the Kustomer platform, enhancing your ability to gather feedback and incorporating satisfaction information into the agent workspace, making customer satisfaction or effort highly visible and actionable. Surveys are simple to set up, designed to make survey taking easy and engaging, and optimized for each of your channels to ensure high response rates and confidence in how your team and agents are performing. Go a level deeper in your satisfaction evaluation by targeting and surveying specific customer segments.
Tailor surveys for an optimal experience on each channel.
Each channel is unique, and requires a specific style of communication. Customize Satisfaction questions and survey styles on Chat, Email, SMS and Voice conversations to ensure high response rates anywhere your customers communicate. Chat and Email Satisfaction surveys are built natively in Kustomer, so customers provide feedback directly from the conversation, without interruption.
Collect feedback from whomever you want, whenever you want.
Don’t rely on a single overall score for your entire customer support operation. Segment and survey customers at any time based on any desired criteria (VIP status, lifetime value, products, demographics, etc.), expanding your ability to rate customer experience and providing a more detailed picture of satisfaction.
Analyze your results.
Monitor topline trends, and drill down into results for specific channels, teams, agents and interactions to identify coaching, content, and policy opportunities that will take your support team to the next level.