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Think about customers as individuals blog post

The Power of Thinking About Customers as Individuals

By Rhonda Basler | March 2, 2016 | Blog Posts | Engage Customers

These are the kinds of messages Consumers Energy employees are sending to customers.

• Wishing you a world of happiness. It was such a pleasure speaking with you today. Make sure you listen to that voice that says, “Slow it down, Karine.” Your call put a smile on my face today.
• I really hope that everything goes through for you. I know it was very hard to call in and ask for help with your billing. Remember, like I said, it will all work out. We appreciate you keeping us updated and allowing us to help you during this rough patch. Sending great thoughts your way!
• It was great speaking with you today about your bill. My family has a small office supply business my grandfather started almost 70 years ago, so I personally know the struggles involved with a small business. I wish you continued success with yours.

Pretty powerful, right? As a marketer and customer experience leader, I’m always looking for ways to better connect to our customers, but nothing can connect to a fellow human being like another human being. Therein lies the magic moments that are at our disposal every day in our customer service centers. Anytime we have an employee in direct contact with a customer, we have the opportunity to relate and empathize on an intimate level not available to our regular marketing campaigns. It’s an opportunity to give our customer service centers the power to be real. To be themselves. To really express and convey the empathy that customer experience gurus know is vital to a healthy brand reputation. In that way, we increase employee engagement in the customer service process and that improves customer satisfaction.

My friend and colleague Micah Solomon and I recently published, “The Power of Thinking About Customers as Individuals” in CRM Magazine. Here we share our thoughts about treating customers as individuals and how to create meaningful, magic moments in the customer service process that lead to real business results like customer advocacy, improved customer service satisfaction, brand reputation and employee engagement.

Discover how Consumers Energy applies these ideas to their customer experience at the link above and for more information on our Customer Care Solution, click here.


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    I have had a difficult time clearing my mind in getting my thoughts out.
    I do enjoy writing however it just seems like the first 10 to
    15 minutes are usually wasted just trying to figure out
    how to begin. Any recommendations or tips? Appreciate it!

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