Tuesday, June 18, 2024
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CXBuzz Interview With Jacob Lyhne Kjellerup

Hi Jacob, tell us about yourself and your background and how you got to the CX space.

I am lucky enough to be the son of Niels Kjellerup, and He was the first to start up a call center in Denmark and from the mid-90s into 2010ish, he roamed the world as a premium expert on CX, working with the big companies in the world, governments and what have you.

As I got ready to start university, he told me I couldn’t; I had to learn to sell first. So I got a job selling ads on yellow pages and haven’t looked back from there. For the next 6 years or so, I worked first as a salesperson before becoming a supervisor and moving into service.

In 2006 I started my own business, and our mission is to create engagement and loyalty by training, provoking, and inspiring people; we do this through coaching, workshops, talks, and 1on1s with leaders and employees.

What are some of the common misunderstandings related to customer experience?

Speed and quickness are two of the biggest wrongs I see when working with customers.

Every single time we have an interaction, we have the possibility to create loyalty and a great experience for the customer. When we focus on “speed,” “being fast,” and “quick,” focus is on our costs and planning and no longer on the customer.

We need to look at efficiency instead. Efficiency means we give the customer a great experience in the time needed and no mas.

From a CFO/CEO perspective, the biggest misunderstanding is thinking CX is a cost – it should, honestly, be viewed in the same lieu as sales and marketing. Figure out how to calculate the worth, and in most cases, the CX department is a cash cow.

Have you seen any interesting new trends in eCommerce this year?

The integration with video is taking off. I visited a small store in Denmark that started doing video auctions every Friday, the owner and her daughter showed off clothes live from inside the store. They had thousands of viewers and managed to generate a week worth of revenue doing those 2 hours every Friday.

This was partly due to covid, and I am sure it’s a trend that will grow. Live interaction with sales and service through video.

eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?

Sales have changed. No longer can a sales rep be the prime source of information.
– Online reviews.
– recommendations.
– SoMe
– Influencers.
Are the tools the average consumer uses whether buying a car, a haircut, or a new sweater. And they all have a thing in common; they will recommend or not depending on their last interaction with the brand/store/person.
So CX is more important than ever in creating ambassadors and people who will recommend our business.

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

Dixa is looking very interesting. They are driven by a desire to help, and their software is tastyץ

So many things changed in 2020. While some things are going to return to “normal,” what are new trends and habits you think will stay with us in the long term?

Online shopping has increased dramatically, and according to Zendesk’s report, the increase in customer service contact has increased by 20% globally.
This will continue, and service reps will be more customers’ only point of contact as this happens. So what experience should they get?

So hopefully, CX departments will stop with the BS metrics like average handling time, calls answered per hour, etc., and started looking at the customers’ experience instead.

Do you believe focus groups are still relevant in the era of eCommerce? Why?

I often ask my clients, “what does your customer say” and sadly, more often than not, the answer is along the lines of “hmm, I don’t know; we never asked.”
It’s the simplest thing yet, so few actually reach out to their happiest, angriest, most loyal, highest basket size, totally new, or what have you, customers, to ask them what their experience has been.


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

I have two, and they are two big to go in to but:
  1. Net Promoter System (google it and read the books, you will be glad you did)
  2. First Call resolution (this is easy to start up and get running. “Don’t let great get in the way of good” start today!)

About the author

Efrat Vulfsons
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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