Troy Stevenson, Vice President, Customer Loyalty & Business Excellence, eBay, discussed the “operational approach” to customer service and what it means for today’s businesses during his presentation to Argyle’s Customer Care membership at the 2015 Customer Care Leadership Forum in San Francisco on Dec. 17. In his presentation, Stevenson noted analytics and data are important, but motivating workers to take active roles in delivering an outstanding customer experience is essential for all companies.
According to Stevenson, finding “metrics with teeth” is crucial. People need to be held accountable for their actions within an organization, Stevenson said, and developing goals tied to customer service achievements can incentivize the customer experience. Also, Stevenson pointed out devoting the necessary time and resources to discover “the clear, unfiltered, unadulterated voice of the customer” can empower an organization with actionable data: “We wanted to hear the good, the bad and the ugly directly from our customers and we also wanted to be able to take that feedback and make it ubiquitously available across the organization so that everyone would have a very clear sense of what we’re doing right and what we’re doing wrong and how their part of the organization would ultimately influence that.”
In addition, Stevenson said focusing on the “macro” level of customer service can help an organization deliver personalized customer experiences. With this customer-centric approach, Stevenson noted an organization can act on customer feedback quickly and efficiently: “Acting on client feedback one at a time was another really important hallmark of the program. I mentioned that we would endeavor to within 24-hours have someone contact any customer that gave us a low score or feedback that we thought we thought was actionable. And there were some unexpected benefits of that.”