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Customer Experience consultant, Ricardo Saltz Gulko joined us for this episode of Engati CX. We spoke about creating customer-centric work cultures, simplification transforming innovation and technology design, leveraging technology to create great experiences in spite of the lockdowns and planning CX journeys across different cultural backgrounds. We also spoke about creating customized and simplified customer experiences.
Ricardo is the Managing Director and Co-Founder of Eglobalis which is an innovative boutique consulting agency.
He talks about Experience, Change, Real Innovation and Simplification.
Ricardo is a customer-centric, strategic and transformational leader who has inspired, delivered and developed professional services, new customer programs globally.
A seasoned technology industry expert with years of experience, Ricardo strategically creates stronger talent and customer relationships, services that advance companies’ ability to innovate and successfully compete walking in the customer shoes and generate growth.
Interview with Ricardo Saltz Gulko
This section will contain a summary of our interview with Ricardo. But, if you'd like to listen to him speak, you can catch the entire video in the Spotify podcast embedded below.
Customer-centricity is a key element for any company. We're not building perfect products that don't need any servicing.
It's especially important to use our time during the lockdowns to step up our customer service game. If you take care of your customers right now, they're going to remember you when it's all over. They're going to stick with you.
Your leadership needs to be focused on customer-centricity. Your leaders need to focus on your customer.
You need to understand your customer. If you can't understand your customers, you can't serve them right. Take advantage of the various tools to process data. Use AI and chatbots as a way to understand your customers better. And now, use that data to personalize their experience.
You need to hire right. Don't hire someone who will serve himself/herself. Hire people who are not just smart, but are ready to serve someone else. Ready to serve your customers and help them.
Training should be continuous. It should be a continuous journey, a continuous learning experience. It cannot be a one-time thing!
When designing a new product or service, keep your customer in mind. Don't just create something that you want. Create things that you customers need.
Empower your employees. Don't force them to ask their managers about things that they are capable of handling themselves.
Measure everything. You can't understand anything if you're not measuring anything.
Simplification comes out of complexities. And complexities may not always be bad. Sometimes complex procedures are actually very important.
But, exaggerating the complexities is not always a great idea. Too many complexities can slow your pace down.
A few years ago, SAP was becoming way too complex. They were innovating in slow motion, but marketing in hyperspeed. So, they proceeded to acquire new companies. They even created a culture of simplification. In 2019, they even announced that they were investing around $1 billion in simplifying the company.
When it comes to technology design, you need to design for adoption. Design things solutions that. are easy to use and to adopt. Your solution should solve their problem, not confuse them further.
They improve efficiency. They give you and your customers faster access to information.
PWC research shows that you spend 33% of your time on a customer support call trying to explain your problem to the representative. The agent takes 25% of your time trying to find a solution. This can be very frustrating.
But with chatbots, they can solve your problem immediately. If it's a complex query, they can pass you on to a human. This results in a much better experience.
It's even better than self service. You don't even need to search for information, it's delivered to you.
Sephora and H&M are creating really great experiences with the help of chatbots.
In a few years, AI is going to improve phenomenally. It's going to speed it tremendously. It will be able to process information much faster and with far greater precision.
It's going to help us answer questions much faster, solve customer queries in a better manner and create a better experience for them.
Right now, it's the time to offer outstanding experiences and focus on your customers' needs. Meditronic creates great ventilators. But, they realized that they couldn't produce the number of ventilators needed in this crisis on their own. So, they made their technology open-source and allowed other people to recreate them. That shows their commitment to helping their customers and people in general.
It's time to care about your customers. Raise your game regarding your digital experience. Fix your mistakes. Find out what's working and what's not working.
And be considerate towards them. If customers need a discount or need to take a break from their contract during the lockdown, try making it happen. They'll definitely remember you.
The difference between countries and cultures definitely comes into play here. That's what changes. Gestures may mean different things across cultures.
Different cultures have different ways of communicating too. Some cultures involves a lot of small talk. In countries like Germany and Israel, people are very direct. They don't beat around the bush.
Different countries have different levels of privacy concerns. In the UK, they accept that your privacy will be invaded a bit. In Germany, they're less comfortable with it. And in Spain, they're even more concerned about their privacy.
Companies like Audi, Spotify, Apple and IKEA understand the local culture and the excel with it like locals.
Simplification is very important. Companies that create simplified experiences for customers have grown 679% over the past 10 years.
Brands focusing on Simplicity and Simplification are growing 800% compared to other companies that are only growing 200%.
In simple workplaces, employees generate 31% more ideas. They handle unexpected problems 25% better and ask for 23% more input and ideas from co-workers than employees in complex workplaces.
These employees are productive and continuously looking for ways to improve. They're always looking for new ways to improve. And they're less likely to give up after an initial failure.