Want Brand Admiration? Do Away with “Institutionalized Memory Loss” and Empower Employees to Succeed in Today’s Customer Engagement Era
SAN FRANCISCO and MELVILLE, N.Y., September 22, 2014 – What is the number one consumer complaint that outranks even high prices or the security of their personal information? According to the book titled Admired: 21 Ways to Double Your Value, it’s the inability to access customer service quickly and seamlessly across channels and without service disruptions, delays, lost data and dropped calls.
This topic was the focus of the keynote address by customer engagement expert Mark Thompson, here today at the CONNECT 2014 conference for customers and partners of KANA® Software, A Verint® Company (NASDAQ: VRNT). A veteran of Charles Schwab, Virgin and Apple, and author of several books including the afore-mentioned Admired, Thompson shared his customer service insights and best practices with CONNECT attendees—representatives from commercial enterprises and government, including many of today’s most respected brands and best run municipalities.
“The greater the delays in reaching the conclusion of an order or service call, the greater the defections,” said Thompson, addressing conference attendees. “Most business processes make companies appear to have ‘institutionalized memory loss’—forgetting or omitting earlier client conversations, transactions and service issues that further alienate customers—sometimes even on the same customer service call.”
Thompson shared case histories and research about the damage done to brands and consumer loyalty when cross-channel service experiences are disjointed, advocating that organizations must have the right systems and processes in place to optimize customer engagement across every channel.
This is also key to battling both employee and customer disengagement, said Thompson. “Employees disengage when they don’t have customer history at their fingertips and have to do a lot of ‘archaeology’ and re-work. Customers disengage and become frustrated when they have to start all over again every time they move from the web to chat to a phone call or a live visit with a representative of your company. Every delay decreases their trust in you and their perception of quality of your company, and increases the likelihood of defection to a competitor.”
According to Thompson’s research, the most highly-engaged employees love their work when they can deliver information and service for customers quickly, and have the tools and training to do it easily and consistently. When these tools are in place, productivity can soar, engagement can boom and employee turnover can plummet—all of which can lead to increased customer retention due to improved speed of resolution and consistency of customer interactions.
Based in Silicon Valley, Mark is the CEO and co-founder of Virgin Unite Mentors, a senior executive leadership coach, a successful business leader, New York Times bestselling author, venture capitalist and Tony-nominated Broadway producer. Mark was recently named one of the World’s Top 1:1 Executive Coaches by the American Management Association and the number one thought leader on Innovation Leadership and Engagement. For more about Mark Thompson visitwww.markcthompson.comor@successmatterson Twitter.
About Verint Systems Inc.
Verint® (Nasdaq: VRNT) is a global leader in Actionable Intelligence® solutions with a focus on customer engagement optimization, security intelligence, and fraud, risk and compliance. Today, over 10,000 organizations in more than 180 countries—including over 85 percent of the Fortune 100—count on intelligence from Verint solutions to make more informed, effective and timely decisions. Learn more about how we’re creating A Smarter World with Actionable Intelligence® at www.verint.com.
1 Accenture Consulting, “Compliance: Dare to be Different, 2017 Compliance Risk Study”
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