NobelBiz® Blog | First Contact Podcast VIDEO | How to Make a Customer Feel Special | Colin Shaw's Advicehttps://nobelbiz.com/wp-content/uploads/2020/04/christian-montes.png Host Christian Montes Executive Director of Sales at NobelBIz In figuring out what drives a consumer’s motivation and behavior, first you have to understand them on a deeper level. Colin talks about personalizing the experience, psychographic segmentation and the three perspectives of a customer experience. More from the episode! https://nobelbiz.com/wp-content/uploads/2021/04/ColinShaw-150x150.png Guest Colin Shaw Founder & CEO of Beyond Philosophy LLC Published on April 23rd, 2021 How to Make a Customer Feel Special Customers who feel valued will stay loyal to your brand, service and product and this is a crucial step in the cycle of growing a business. In order to create a genuine connection, you need to make your customers feel important and bolster the customer service efforts in order to deliver extraordinary CX. All of the effort and qualities you invest into the customer relationship will come back to you. PGlmcmFtZSBzcmM9Imh0dHBzOi8vb3Blbi5zcG90aWZ5LmNvbS9lbWJlZC1wb2RjYXN0L2VwaXNvZGUvMWkyaTZ4VWg1UTNuaVN3aWRHUW1zVSIgd2lkdGg9IjEwMCUiIGhlaWdodD0iMjMyIiBmcmFtZWJvcmRlcj0iMCIgYWxsb3d0cmFuc3BhcmVuY3k9InRydWUiIGFsbG93PSJlbmNyeXB0ZWQtbWVkaWEiPjwvaWZyYW1lPg Christian: People build playbooks, and they have these areas where they want to create consistency and repetition and scalability. But how do you also realize, everyone is unique and different? How do you make customers feel that their specific experience is personal and that they're just not being boxed into something. Do you have any advice or things that you've worked with, that helped make it that way? Colin: Big picture wise, there are two answers: Personalize the experience One is - employ the right people and give them the opportunity to personalize their experience. I disagree with scripts, I'm happy to have guides for people to use, but I disagree that you should script people, because you constrain their personality and what they can do. Psychographic Segmentation The second thing is segmentation. You have to understand that there are different customers out there. And I think a big area that we are certainly moving into, is the whole area of psychographics. People are at a much deeper level, much more than they really know themselves. One of the examples I always use is when Disney asked their customers what they want to eat at a theme park. Disney knows that people say they'd like to have an option for a salad. They also know that people don't eat salads at theme parks, they eat hot-dogs and hamburgers. So there's a difference between what people say, and what people do. And you've got to understand that segmentation, that level of understanding. You really have to get under the skin of what customers are doing and saying, and look at things at a psychological level. The Rational, Emotional and Subconscious Perspective When we would look at an experience, we would look at it from a rational perspective: what's the customer doing? We would look at it from an emotional perspective, what's the customer feeling? We would then look at it from a subconscious level, what subconscious messages are we giving out. Understanding Customers on a Deeper Level In the contact center, it could be: ‘have a nice day.’ And you can just tell by my tone, I really don't mean it, and I'm really bored talking to you. From that sort of psychological area of understanding why people do things, we learn that people are irrational, and they do irrational things. From that personalizing bit, it's not good enough just to use their first name in an email for example, you have to understand what really makes people tick. And that's understanding them on a much deeper level. Work Remotely with our True Omnichannel Solution: NobelBiz OMNI+ Brings Your Contact Center into the Present You need a solution that lets you do everything remotely, from a single platform with as little effort as possible. That’s where NobelBiz OMNI+ comes in!