Hi André, tell us about yourself and your experience.
Hi, I am very happy with this invitation. I am someone who believes a lot in people and their humanity and creativity. Today I work as a training analyst at a reputable company. I have more than 10 years of experience in CX. I worked in various segments of customer service. A good part of my experience was with the telephone, email, and chat service channels, always following the customer’s entire journey and focusing on their loyalty.
How did you start working in the CX space?
I joined the CX space because I have a lot of communication skills, and when faced with so many possibilities and a passion for people and their complexities, I wanted to know each step of the funnel and stand out for excellent service that would bring me customer loyalty and the necessary knowledge to know the different customer profiles that exist.
What are some common misunderstandings related to customer experience?
The customer experience starts with finding the problem. Customer experience, on the other hand, concerns the rational and emotional perception of the customer with an organization. This perception directly influences customer behavior, whether or not it boosts their loyalty.
One of the most common misunderstandings is to believe that customer service is CX, being just one of the points of contact with its user.
In this way, the customer-facing experience is not just about initial service or support throughout their journey.
Therefore, customer experience is an integrated work of all teams (sectors) of a company. It takes good management and well-designed planning to align these sectors. The client must be the center of their actions, they must be a common denominator among all teams, and anything outside of that is a misunderstanding.
Did you see any interesting new trends in eCommerce this year?
The explosion of live commerce in recent times has gained tremendous emphasis, mainly due to the scenario experienced in the pandemic, in which several companies had to adapt to the new reality. It is a method that seeks to sell and promote a product through online transmission. So, a company, for example, instead of promoting the product only on its website, expands its operations in lives on the networks.
Ecommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most of this momentum?
It is a universally recognized truth that the value of acquiring new customers can cost between six and nine times more than the cost of keeping one. The message is clear and strong – keep your customers happy and loyal; routinely monitor feedback assessments and performance metrics. Aim for a cancellation rate below 5% and an on-time fill rate of at least 95% to ensure repeat and happy sales.
What are some CX companies/solutions you’re looking at right now?
It is essential to understand the customer experience, but in addition, it is also important to keep in mind that there are many factors that can influence the customer and their expectations, and that is why the customer profile is always changing. I am very sympathetic with various solutions. Such as personalized experiences, using artificial intelligence to optimize routine services, investing in the team, but today I’m going to talk about customer success. The customer experience should be positive not only on the purchase journey but also on the entire journey with the brand. Therefore, despite not being a novelty, institutions must be very concerned about the client’s success. This has a significant impact on your business, as successful customers are recurrent and indicate your brand to friends and family, directly contributing to the growth of your organization.
So many things changed in 2020. While some things are back to “normal,” what are the new trends and habits that you think will stay with us in the long run?
The emergence of COVID-19 brought a global crisis with consequences not only on health but on our lives as a whole. This happened in different areas, from remote work, distance education, and corporate social responsibility to deeper issues such as sustainability, minimalism, solidarity, and empathy. I believe that remote work and distance education will be very present practices in the new world after the pandemic.
Do you believe focus groups are still relevant in the e-commerce era? Why?
Focus groups have the advantage of encouraging good conversations; however, they are more expensive, slower, and provide qualitative data that is difficult to analyze. In the digital age and with everything happening in a dynamic and agile way, I agree that with the survey method, you can have a larger sample, respondents tend to respond more quickly, and honestly, the data collected is concrete and easy to analyze.
Last but not least, what is your favorite CX metric?
One of my favorites is the CSAT. You create a satisfaction survey that usually ranges from 1 to 5. It measures your customer’s level of satisfaction in the short term.
In this way, your customer is asked if the service he used meets his expectations. Based on these results, we can already start actions to improve this customer’s experience, which is a very important metric when thinking about the customer as the center of the relationship.