Robin Beers, Senior Vice President, Head of Customer Care Experience Insights at Wells Fargo, shared her thoughts on user experience research and its impact on today's customer service professionals during her presentation to Argyle's Customer Care membership at the 2015 Customer Care Leadership Forum in San Francisco on Dec. 17. In her presentation, Beers discussed the new capabilities that are required to build a customer-centric organization.
According to Beers, passionate organizations deliver the best customer experiences because they are committed to their clientele. In addition, Beers noted customer service is now a competitive differentiator, and today's consumers have a significant impact on how a business is viewed as well. As such, Beers said today's companies must find ways to model the customer experience to meet clients' expectations consistently: "The age of the customer is all about how the customer perceives their interaction with you. So a lot of times at our companies have the best of intentions and sometimes there’s static and something happens as that experience actually unfolds for the customer. And in the end, their perception of what happened is what matters."
In addition, today's consumers want to engage with businesses with as little friction as possible, Beers said. And as a result, a human-centric approach to customer service can deliver long-lasting benefits, Beers noted: "A more human enterprise is one that’s trustworthy, transparent, collaborative, more decentralized and we've seen what happens with corporations who kind of violate those principles. It quickly is born out on social media and the news. And companies like Volkswagen and lots of other examples that I’m sure that you can think of are having to spend a tremendous amount of time and energy and money managing when they haven’t adhered to those humanistic principles."