Creating Customer-centric Culture to Improve Engagement
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Creating Customer-centric Culture to Improve Engagement

Andy Lisk, Vice President, Global Head of Customer Service, StockX
Andy Lisk, Vice President, Global Head of Customer Service, StockX

Andy Lisk, Vice President, Global Head of Customer Service, StockX

In your opinion, how has the Customer Engagement landscape evolved over the years? What are some of the advantages of the current technological evolution?

Over the last 30 years, the customer engagement landscape has evolved significantly. I was working at a bank 30 years ago, and customer engagement was primarily done in the local branch. If a customer needed help, they physically walked into the branch to talk with someone in person. With the rapid advancements in technology, customers now expect a seamless experience every time. To meet these heightened expectations, companies are constantly looking for affordable solutions that will further enhance the customer experience. One example of this is the rise of contact centers, which have taken off with telephone, email, and digital contact options. Customer expectations have never been higher than they are today. 

Life is fast-paced and information is readily accessible at any time thanks to mobile technology. Today’s youngest generations don’t know any other reality, because they’ve grown up with technology that allows them to communicate digitally and find answers in seconds.

Advancements in technology have allowed companies to meet the high expectations of modern customers who want instant resolution with little effort. First, companies know more about their customers and their transactions to solve problems before the customer ever knows there was a problem. It also allows companies to provide relevant information to the customer, allowing them to find answers to their questions and resolve problems quickly without having to contact an agent at the company. Not only does this improve customer engagement, it also provides lower costs for the company over time.

What according to the author are some of the challenges plaguing the Customer Engagement landscape and how can they be effectively mitigated?

While we’re fortunate to have access to products across the globe, this access comes with complex challenges. From regional carriers to imports and duties, these factors all add a layer of complexity to the customer experience. To try to solve for this at StockX, we have local teams on the ground who speak the local language and understand the culture to provide the best possible support for customers across regions.

  ​Leveraging technology to provide customers with ways to source information, updates, and solutions to problems with minimal effort is a must-have for any business. 

Another challenge is using data to ensure a great customer experience every single time.  With so much information about buyers and sellers, efficiently “serving up” the right information to the customer – at the right time and in the right place – can be challenging.  It’s common for companies to use various technologies, so properly connecting all of the wires (customer data with customer facing information) must be prioritized by leadership. At StockX, we’ve created a cross-functional team from engineering, product, and customer service that is dedicated to tackling this challenge.

Which are a few technological trends influencing Customer Engagement today? What are some of the best practices businesses should adopt today to steer ahead of competitors?

Self-service is an important trend. Leveraging technology to provide customers with ways to source information, updates, and solutions to problems with minimal effort is a must-have for any business. Something else we’re focused on at StockX is proactive updates. In order to provide customers with a top-notch experience, you need to proactively communicate news that matters – whether it be a standard shipping or delivery update or informing them of a temporary service outage. Arguably the most important practice of all is preventing problems before they happen. Fixing issues upstream and preventing customers from ever knowing there was a problem is a practice every business should adopt. Finally, your representatives should always showcase great listening skills, empathetic communication, and confidence in your brand.  

Does the author have any advice for industry veterans or budding entrepreneurs from the Customer Engagement space?

1) Create a customer-centric culture within your organization. Find like-minded people within your organization that all have the same passions and can help you accomplish your goals together. 

2) Develop a solid database of customer insights, and leverage that data to better understand your customers and create the best possible plan to serve them.

3)  Invest in the right technology to drive great customer engagement. After all, we exist to serve our customers. 

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