Decoding customer needs | Jeanne Bliss | Engati CX
Jeanne Bliss, co-founder of the Customer Experience Professionals Association (CXPA), graces our show today. We spoke about Fearless Listening and understanding customer needs.
Jeanne Bliss is a leadership and customer experience advisor and keynote speaker who motivates and guides the worlds’ most beloved companies to become unforgettable; earning growth and admiration through their elevated business practices and the humanity of their people.
She is the Founder and CEO of Customer Bliss and Co-founder of the Customer Experience Professionals Association (CXPA).
As a strategic advisor, she’s guided over 20,000 leaders on using her 5-competency framework proven to achieve customer-driven growth.
As a keynote speaker, 1,500 of the world’s largest companies have asked her to address their audiences on how to elevate their position with customers and in the marketplace.
Decoding Customer Needs- A Video with Jeanne Bliss
Decoding Customer Needs
This section will contain a summary of our interview with Jeanne Bliss on understanding customer requirements. However, if you'd rather hear her speak, we have our Spotify Podcast embedded below.
Could you walk us through the 5 competency framework?
The 5 competencies revolving around understanding customers to drive your growth.
The 1st competency is to honour and manage customers as the asset of your business.
That's all about doing simple customer math that's united across the organization. It asks the organization whether the experience delivered earned them the right to grow.
It connects the experience to the financials of the business.
The 2nd competency gives your leaders a frame to drive accountability based on customers' goals.
A lot of people talk about Journey Mapping, but Jeanne talks about Goal Mapping here.
It's about understanding customers goals, the metrics that drive them and how you listen to your customers.
The 3rd competency is uniting multiple sources of information to listen to your customers.
Surveys are not the only way to understand customers. You want to scrape social media, understand complaint trending and even send your leaders to do a bit of experiential listening.
The 4th competency is what she calls the Revenue Erosion Early Warning System.
It's about tracking the metrics that customers cared the most about.
Are we tracking and rewarding ourselves for tracking and achieving the goals that the customers care about or are we only concerning ourselves with internal goals?
Finally, the 5th Competency is about leaders enabling people to thrive.
It's about leaders having a common language, uniting the organization and rewarding people.
Learn more about The 5 Competencies here.
How can AI and technology improve customer experiences?
It comes back to listening here.
Think of AI as another piece of machinery around your Early Warning Detection System. The company Stitchfix blends AI with High Touch. It takes information collected from consumers with the help of AI and hands it over to a team of 4000+ stylists who then customize it in a human way, guided by the data.
In essence, it's all got to be blended and used together to achieve customer goals.
How can chatbots be used to improve customer service?
Which industries have got a head start in this game?
The key with chatbots is to be clear of the appropriateness of it and when a customer can opt out of it.
But you need to give your bot a personality.
Unless you give your bot a personality, it will sound exactly like every other bot out there.
So, think about your brand's personality and tone and let your bot reflect this. Let the interactions be enjoyable.
You also need to be using your bot in collaboration with humans.
Once again, it all needs to blend together.
The lockdowns caused businesses to make sudden Digital Transformations.
How should they make these transformations effectively while keeping CX in mind?
We need to practice Fearless Listening here. We need to listen to the customers, understand their needs and goals.
These needs have, in all probability, changed from what they were a year ago. So we need to stop validating our actions based on questions we figured out a year ago. And we need to go out and ask new ones.
We need to make the effort to understand what the customers really want. And we must use this understanding as a base for our actions. Pick a few good and necessary actions rather than spreading ourselves too thin.
We can't simply focus on making a digital transformation. Instead, we need to focus on making changes that our customers need.
So, it's time to ask new questions and figure out what our customers require now.
What questions should companies be asking themselves and their customers while trying to improve their customer experience?
The biggest question is- What's keeping you up at night?
What are your goals in the next 3 months and what do you hope to achieve?
Now, reconfigure how the work of your business will help our customers.
This is going to define companies.
The companies that are going to come back the quickest are the ones that had a role in helping people during this time.
Memory creation is the currency of your brand. Define what you want people to say about your brand. Now, build that into your operating model.
Build a system with the right blend
Jeanne talks about building a system with the right blend of AI and high touch. We're here to help you with the AI part.
What do they require? - A Spotify Podcast with Jeanne Bliss
We hope you learned a lot about understanding customer needs and customer requirements in this interview with Jeanne Bliss. Engati CX will be back with a new expert in a new episode soon. Stay tuned.
Find Jeanne Bliss
And explore her website too, it's an absolute stockpile of knowledge.
More from Engati CX
Now that you've learnt about decoding customer needs, its time to learn about personalization of experiences.
Check out our interview with Adam Toporek on creating creating personalized customer experiences at scale.
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