Hi Guilherme, tell us about yourself and your background.
I have been working with the client experience since 2007. The perspective on the subject was completely different from what we are experiencing today, not only due to the change in the commercial models of products/services or the very advance of the industries. I worked on high-tech and high-tech textile verticals. Member and mentor of startups spread around the world, I have been supporting companies to change their thoughts about the customer-centric and data-oriented view.
Responsible for significant results in the CS and CX operation, reducing Churn indicators from 5% to 1.2% per month and increasing engagement and Full Adoption to numbers above 90% of the base.
What is the biggest misunderstanding about customer experience, in your opinion?
The biggest misunderstanding about customer experience is believing that the customer is always right. The answer may sound strange, but I see many companies listening to the customer and adjusting their services according to the customer’s “wishes.” We need to keep in mind that the client knows his own business a lot, but if he hired his tool/service, it is because he does not know or has little knowledge on this topic. And, if we need to educate the client and make him advance in his maturity, we have to be sure of this statement.
What are some of the newer CX companies/solutions you’re keeping your eyes on right now?
Silicon Valley companies are always a reference in this scenario, but I have followed the significant growth of companies in Eastern Europe and in the region of Holland and Poland.
What can companies do to improve customer loyalty and retention?
The first point is to acculturate this vision in all areas. There is no point in working on loyalty and retention if the sales and marketing team, who are at the beginning of the customer’s journey, are not oriented to this bias. In my view, the first point is to design the client’s journey with an understanding of what is onboarding and ongoing. Aligning all processes.
What do you think is most relevant and why: CSAT (customer satisfaction score), NPS (net promoter score), or CES (customer effort score)?
It depends on what you want to receive from the customer’s information. Each of these indicators will bring you different insights and different points of view. For example, the NPS will bring more information about your product and not about the adoption and satisfaction of your customer in relation to your services/products.
What do you think is most relevant and why: CSAT (customer satisfaction score), NPS (net promoter score), or CES (customer effort score)?
Social media has a huge potential to spread great and bad experiences with your brand. To improve the use of these tools, I suggest the development of professionals who are attentive, specifically related to comments and posts related to the experience theme. Another important point is to use these means to educate the market and make your content support the CS team to increase the maturity of its customers in matters related to their products/services.
What is your opinion on AI-based chatbots to handle customer support?
I think that technology and automation need to be used to expand the execution of care with simple and common problems. Automating processes that have a low impact on the customer experience and a high team effort is the best way to understand if an AI-based chatbot is a way for your operation. If you find that your product/service has more complexity, often, the chat needs to be more humanized. Otherwise, the best way is to work with AI to scale up your operation.
Last but not least, what is your favorite CX metric?
Health Score and CSat
