The first contact between a brand and a customer can define the success or failure of a relationship. Therefore, it is essential to offer a good customer experience from the beginning, investing in internal resources that guarantee quality service. However, many companies still do not know how to put Customer Experience (CX) strategies into practice, despite recognizing its importance. This is what a recent study by Gartner consultancy reveals, which points out that more than 90% of companies agree that CX is a competitive differential, but have difficulties in applying the concept in practice.
According to Irene Silva, CEO of Ellevo, one of the main barriers to the implementation of new systems to improve customer service is investment in technology and human resources. She explains that companies are often enchanted by technological solutions that promise to improve the customer experience, but fail to extract maximum value from them due to the lack of adequate training of employees who will interact with customers. “In order to emphasize agility, it is necessary to invest in quality education for those who will work on this front line”, she says.
She points out that the training process also needs to be meticulous and rely on a platform that does not require complex adaptation, without codes, complicated interactions and long and exhaustive training. “Once people see how technology will help them do their jobs, the transformation starts to permeate other parts of the company,” she says.
Irene exemplifies how a tool can facilitate the work of areas such as finance, which receives many emails and messages per day or per month. “All of this, which could be lost with WhatsApp conversations or emails, can be centralized in a tool that can, for example, transform an incoming email into a ticket, a message reply into an alert and so on. ”, illustrates.
She concludes that a competitive business that generates good customer experiences first needs to involve employees in training intelligently and develop processes that eliminate bureaucracy. “Having the same way of doing things is different from maintaining bureaucratic actions repeatedly. Companies need to understand that the future of the customer experience requires a cultural transformation of the understanding of the importance of customer service”, she concludes.
