CXBuzz Interview With Chuck Schaeffer, Director Board Of Directors At Tesla NanoCoatings

Hi Chuck, tell us about yourself and your background?

I’ve been providing business growth services and technologies for three decades.

What is the biggest misunderstanding about customer experience, in your opinion?

I think the biggest misunderstanding is believing you can fix CX problems with technology solutions. It’s similar to the naïve belief that CRM software will improve customer relationships. In both scenarios, the technology is an enabling and integral component. But technology is not a business outcome. It’s an activity on the way to a business outcome. A balanced combination of strategy, process, and technology is needed to solve problems that matter.

What are some of the newer CX companies/solutions you’re keeping your eyes on right now?

I’m closely watching the CRM software ecosystems such as Salesforce AppExchange and Microsoft AppSource. I believe CX solutions are essential to customer affinity and from the technology side will eventually morph with the customer system of record, which is the CRM system. You may recall some years ago the industry spawned its own category of “social CRM”. It later morphed with CRM, and I suspect the same will occur with CX.

What can companies do to improve customer loyalty and retention?

Customer retention is directly aligned with customer satisfaction. CSAT is driven by a number of factors, such as value, reliability, consistency, trust, and innovation. Improve CSAT and you will improve loyalty and retention.

What do you think is most relevant and why: CSAT (customer satisfaction score), NPS (net promoter score), or CES (customer effort score)?

They are all relevant for different purposes. CSAT is an overall company satisfaction measurement exhibited every day. Customer experience recency delivers a disproportionate impact to CSAT. CES is a task-based measurement, and in part, influences CSAT. NPS is a more periodic and much higher level.

How can companies better use social media in the era of customer-centricity and personalization?

Social media gives brands the power to communicate with customers at scale. It offers a one-to-many communication platform that delivers a force multiplier effect. But to be effective, brands should recognize that customers must opt-in and find value.

What is your opinion on AI-based chatbots to handle customer support?

They can be very effective for the high volume of low complexity customer requests.

What was the best movie you saw that has come out during this past year?

I’m not a moviegoer but do enjoy Netflix. Just finished the Ozark seasons and loved it.

Last but not least, what is your favorite CX metric?

Customer Lifetime Value – nothing else even comes close.