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CXBuzz Interview With Drew Stevens PhD

Hi Drew, tell us about yourself and your background.

I am a business turnaround expert working with small to middle-market senior business leaders and founders that struggle and create new skills that transform them into wealthy and healthy organizations.

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

Many companies do not realize that customer experience integrates into the bottom line. Those organizations large and small that excel in customer service are 72% more profitable than those that do not. And great customer service lowers marketing costs by over 80% helping to achieve higher brand value.

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

  • Trader Joe’s
  • Chick Fil A
  • Renaissance Living LLC

Drew’s tips for improved customer loyalty

What can companies do to improve customer loyalty and retention?

First, leaders need to change the strategy from profit motives to customer focus. When there is an alteration of interior culture to customer focus organizations offer better service. Second, organizations must hire for innate skill – they must have the right people. When employees treat each other well, they treat customers well. When customers are treated well they come back for more and tell others.

Third, organizations must understand, develop and implement a customer journey map. Understanding what creates a customer and continues their engagement is a large part of future success.

Last, continually mystery shop the organization. Look for anomalies, seek out methods for efficiency and effectiveness.

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

Net Promoter – I have used this concept for years. It is relevant and it works.

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

The use of the Internet is outstanding with over 670 million web pages and over 33% of the world’s population now engaged online. Prospective buyers are now utilizing search engines to find products and services while conducting a tremendous amount of research to determine if that brand matches the value. In addition to the myriad of websites, there exist numerous places such as forums, Twitter, and Facebook where comments about these products and services reside. True, false, or indifferent these digital footprints will cast a blanket on your practice.

There are simply too many entry points that create bad press. The World Wide Web has also created a revolution of individuals that dispense negative information online that would never be said to you personally. And with over 1 billion searches per day these negative ratings, comments or even thoughts can harm your brand. Companies must constantly monitor customer issues and amend them quickly.

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

Customer service presently desires self-service. AI is a large part of the new paradigm of self-service automation. With 92% of individuals now mobile – pandemic aside AI helps to achieve instant customer service clarification. However, as technology shifts and customers desire spontaneity I see these chatbots being replaced by voice to text.

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

The Good Liar

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

Churn Rate – I desire to understand customer attrition to understand patterns and sales and marketing issues.

About the author

Efrat Vulfsonshttps://www.prsoprano.com/
Efrat Vulfsons is the CEO & Co-Founder of PR Soprano and the editor of CXBuzz parallel to her soprano opera singing career. Efrat holds a B.F.A from the Jerusalem Music Academy in Opera Performance.

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