Now that January is in full swing, I occasionally reference various articles that predicted #CustomerService trends for 2015. I generally agree with the items identified by those who gazed into the crystal ball; however, there is one expectation I believe reigns supreme.
This expectation represents the very essence of impactful customer experiences. Failure to address it will significantly diminish the impact of all other customer care initiatives any organization might undertake.
The need for more "personalized service" has been highlighted as a key imperative for 2015. This is usually viewed as service that is less scripted, less cut from a standard mold. Instead, the service experience is more tailored at each touch point to the specific needs and expectations of the target customer.
While personalizing service can be a challenging task, any organization desiring lasting marketplace success must find a way to effectively address the challenge. Otherwise, they risk losing a chance to differentiate themselves from the competition.
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| Courtesy Stuart Miles FreeDigitalPhotos.net |
In his widely acclaimed book, Diffusion of Innovations, Everett Rogers introduced the technology adoption life-cycle model. The model is a bell shaped curve that describes the adoption of new products or innovation. This adoption cycle is based upon characteristics of specifically defined adopter groups.
The model indicates that the first group of people to use a new product is called innovators, followed by early adopters. Next come the early and late majority, and the last group to eventually adopt a product are called laggards. There are various benefits and costs that are realized, depending upon where one falls on the adoption curve.
Thinking about the trend of personalizing customer service, it occurred to me that Roger's model can be used to group companies that are currently reaping the business benefits of serving customers in a more personalized manner. The model also captures those organizations who sadly might miss the boat.
Like Innovators found in Rogers' adoption model, +The Ritz-Carlton exemplifies companies on the leading edge of personalizing customer service. Way before the calendar turned to 2015, The Ritz instituted a culture and supporting processes that enables its team to make each guest feel unique and special. The same can be said for Zappos (+Zappos.com) and the customer experiences that result from their WOW! philosophy.
It will be interesting to see who follows the innovators. Organizations that drive themselves to become part of the early adopters and early majority class when it comes to delivering more personalized service, will find themselves on the upside of the adoption curve in 2015. These organizations will set themselves apart. They will be poised to retain and capture new revenue from increasingly demanding customers. Furthermore, they will have the opportunity to raise the customer service bar and take market share away from organizations that are late to the party, namely, the late majority and laggards.
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| Courtesy cool design FreeDigitalPhotos.net |
Not every organization can or should mirror The Ritz or Zappos in their approach; however, every organization should assess their culture, strategic, operational and financial plans with an eye toward supporting more personalized customer service strategies. Easy to do? No. Is it possible and critical to long-term success. Absolutely.
Driving an organization to deliver more personalized service starts with courageous leadership. Leadership that never forgets these truths:
(a) The heartbeat of every business is the customer.
(b) At its core, all business is personal and contains a human element.
These truths can sometimes become blurred under the pressure of performance metrics that are not linked to the customer in some clearly defined manner. Managing though the blur to ensure all aspects of the business can be viewed through a customer lens will help companies on their path to devising and implementing viable, personalized service programs.
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| Courtesy Stuart Miles FreeDigitalPhotos,net |
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