Luxury Coach & Transportation

August 2018

Magazine for the professional limousine, charter and tour industry.

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LUXURY COACH & TRANSPORTATION AUGUST 2018 39 driving that. Make sure all employees understand their place and how they impact the user experience." Expectations & Technologies No. 1: Customers want a membership life experience. Such a sta- tus is about inclusion, about making you feel like a part of something. Membership goes beyond customer experience. "Is there really much difference between a MasterCard cus- tomer and an American Express member? No. But by using the right word, we try to say, 'is is what our culture is about. We want to create a membership experience.' Can you take the experience you have in an upscale private club, even if you don't have it, and incorporate that into the experience that your customers have? Because when you start to think of cus- tomers as members, it goes from transactions as customers to interactions as members." No. 2: Knowledge. Customers today expect us to have informa- tion about what we do and know about our industry, Hyken said. But they also expect you to know them. He cited Ama- zon's use of technology to track customer habits as an exam- ple. ey expect us to know if they've worked with us before, their preferences, and habits, he said. No. 3: Consistency. "If you want to create loyalty, make sure you deliver an experience they know they can count on every time. e consistent and predictable experience that's above average moves somebody from average to excellent, average to amazing." No. 4: Convenience should cost a little bit more. After referring to the higher cost of milk at a 7-Eleven, Hyken cited the hotel room minibar soda that costs $6 versus the $1.50 for one in a vending machine in the hotel. "You're willing to pay for value, and value is a form of convenience. Find a way to incorporate convenience into what you do at every level, and you will see your customers come to you more often, and actually be will- ing to pay more." — for money, Hyken learned from his parents three vital custom- er service lessons: 1) Write a thank you note to show apprecia- tion; 2) Call one week later to get their feedback on what magic tricks they liked or did not; 3) Replace the ones they didn't like. "at's process improvement, which is exactly what we do. We need to execute on that feedback because it makes me better overall." Providers should map out customers based on their jour- neys through your service, and then look for ways to improve their experiences. Find out "the friction points that would erode the experience, and what's happening behind the scenes FOUR CUSTOMER TECHNOLOGY PLAYS FOR TODAY No. 1: Personalization. This comes from knowing your customer. How do you personalize their experience? Aside from standard CRM, you can build it into the way you talk to and sell to your people, especially on the sales side. Organize different types of customers into buckets, or personas, and market specifically to each based on their language and needs. No. 2: Customer service / social care. Interact with social media and comment sites, whether feedback is positive or negative. Respond immediately to negative comments because it's a spectator sport, and customers can end up impressed with how well you turn it around. "Social care is really powerful today." No. 3: Self-service. "If you want to create a good self- service solution, you have to train your customers to use it the right way," Hyken said, citing some of the challenges with grocery store checkout kiosks. Like the airlines, teach customers to use the system, take advantage of it, and reap a better experience. Rewards and incentives can help. "Where can you incorporate self-service at the right place that doesn't erode the human-to-human connection? There needs to be a balance between technology and the human interaction." No. 4: Artificial Intelligence: "Every day we have experiences with artificial intelligence (AI), and don't think that it's artificial intelligence," he said, citing junk mail automatically going into spam folders. A good system will allow you to interact quickly and efficiently. If the answer is taken care of at a low level, and if the chat bot and machine recognizes a bigger problem, it will seamlessly connect you to a human." Chatbots also can help get better results with live, interactive customer response surveys, Hyken said. "The survey is being prompted by AI. Based on your answers, it's taking you to different questions you might have. It gives you more than just your standard survey." The costs of AI applications have fallen to the point that even the smallest companies can find some ways to do it, Hyken said. "The key is don't [take on] the technology unless it's something your customers will get excited about, and you want to get excited about as well." AI can actually look at all your customers and start to segment them and then predict their behaviors, such as their next moves, purchases, and spending amounts. "People always ask me, is AI going to replace people? And the answer is not in the foreseeable future. Did ATMs take away bank teller jobs? No. Did video kill the radio star? No." Using a rope trick from his days as a youth magician, Shep Hyken explained three basic rules of applying customer feedback to improve your service. He also told the audience artificial intelligence (AI) works best when it's smart enough to handle low level routine functions in a friendly way and then seamlessly steer clients to human help when necessary.

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