Five successful habits of a CX Hero

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Hello everyone. And welcome to our CX heroes webinar on

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five successful habits of a CX hero. We’re really excited

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today, all the way from Sweden to have Katarina Cervell

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and Jacob Dalnäs from Sappa. So, welcome to you both.

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Jacob is CX hero. So, congratulations Jacob for being named

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CX hero. We’re really excited to have you here, and

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later on, in the webinar, we’re going to have you

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tell your story of what earned you this distinction. But

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before we start off, Katarina, I’d love to have you

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tell us a little bit about Sappa. Absolutely. I’ll do

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that. Sappa is the fourth largest telecom company in Sweden,

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and we deliver TV, broadband to our customer throughout Sweden.

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And we also deliver digital care services for elderly people.

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So, they can stay at home longer and feel safe,

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and their relatives can feel safe. And our mission is

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to be the most customer- friendly company in Sweden.[crosstalk 00:01:

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25]- That sounds great. Yeah. That sounds great. Well, we’re

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really excited to have you here and excited to dive

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into what makes an effective CX hero. So, as we

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get a little deeper into the webinar here, you’re going

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to learn five ways to improve customer service and establish

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successful habits that you can use every day. You’ll be

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able to” Establish skills that every agent should have.” We’ll

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show you how to” Handle difficult customers with finesse,” how-

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to” Recognize and reward your agents,” how- to” Turn customers

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into brand advocates,” and how- to” get personalization right for

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your customers.” So, without further ado, let’s jump right into

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it. The first habit is establishing a set of skills

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that every agent should have. And as you see on this

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slide here, we have listed 10 skills that we at

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Genesys feel are really important skills. These are certainly not

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every skill, but this is a really good, basic set

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of skills that we think are important. So, as you

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have a chance to look at this Katarina from your point

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of view, which two of these skills do you think

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are the most important to providing good customer service? Or

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if you see a skill that’s not on here, is

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there something that’s missing here that you think is an important skill?

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Yeah, I would like to choose all of them, but

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I would like to keep it to a smaller[ inaudible

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00: 02: 55]. In order to reach our vision, that

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is to be the most customer- friendly company, I think

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that it’s very important that advisors like Jacob is a

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good listener to the customer and also to be assertiveness

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to the customer’s needs and also get on the same

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level as the customer. So, that’s very important, but I

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think the most important thing for us is that our

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advisors are genuine and themselves because that’s creates a relation

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with the customer and that’s very, very important for us.

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Yeah. That makes a lot of sense. That authentic bond

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with a customer that lets them know that you’re truly

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listening to them and you truly understand where they’re coming

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from. Yeah. Yeah. Jacob, what about you? You are talking

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to customers all the time. Looking at this list here,

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which two skills are most important? I think I put

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the two of them together as one actually, and it’s

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listening and attentiveness. I put this one because I think

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they go kind of hand in hand. I think it’s

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very important to listen and to also pay attention because

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then you can pick up the things that the customer

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is maybe not telling you because, in my experience, they

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don’t give their every need at once when they call

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you because they might be nervous or they have waited

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for a long time. So, it’s about reading the signals

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and just listening and paying attention to what they say.

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And then you can find many more needs than the

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one recent, that they are calling you. And after that,

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it’s resourcefulness that I took because when you listen and

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you find all the things that the customer needs, then

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you also need to be creative to solve the issue.

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Because many times it’s might not be our services that

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is the best solution for the customer. It might be

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something else. So, you will have to be creative and

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see in what way you can help the customer. And

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I also want to agree with Katarina on being on

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the same level as the customer is important like you

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speak the same language. And so you kind of have

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to be like a chameleon. You have to adapt to

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who you talk to and speak their language. So they understand

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you and that you feel a special connection with them.

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And of course, it has to be genuine also. I

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think you can tell very clearly when someone is reading

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from a script or they have been trained to say

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certain things. So, it needs to come from the heart too.

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That makes lot of sense. It sounds from hearing you

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talk, an important part of it is not only listening

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to what they say but picking up cues on understanding

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what they’re not saying and trying to fill in the

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blanks for other things that they might need to. Is

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that right? Yeah, absolutely. And we hire personalities like Jacob

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here, so… That’s great. Well, I think that’s really good

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advice here. So moving on to habit number two. One

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thing that I think anyone who works in customer service

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has dealt with is handling difficult customers. And handling difficult

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customers with finesse and treating them well is a real

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skill in and of itself. 95% of customers tell others

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about a bad experience. So, a customer that has a

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bad experiences is likely to complain about it. So, it

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makes it all the more important to be able to

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deal with the customer who might not be in the

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greatest mood or might not be in the greatest situation

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and try to get them to a good spot. So,

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Katarina, how does Sappa, as an organization, how do you

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train advisers to deal with frustrated customers, and what’s your

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overall philosophy on helping customers who might be frustrated or

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in a bad place? First of all, we work with

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a professional coach. We worked with Jessica for several years. And

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she comes to our office every third week, not now,

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but now we do these digital, but she comes to

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the office every third week, and she trains and develops

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our advisors. And there’s a really good relationship between this

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coach and our advisors. And it’s a lot about listening

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to the customer and getting the customer to understand that

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we have a common goal with this conversation we’re going

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in the same direction. So, we need to be on

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the same side. So, we work a lot with that.

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And then it’s very interesting because there is a customer

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survey in Sweden, that’s called Swedish… Quality Index. Yeah. Quality Index. Thank

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you. And we are the only company in telecom business

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that has a positive effect on with contact with the

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customers. So, for often when they call us, they could

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have a problem, or they can ask question, but although

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frustrated, they are very happy after they’ve been talking to

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us. And we are the only companies that has that. So,

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our advisors are very good at talking and listening and

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understanding and get on the same level, the same page

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as the customer. So, we train a lot, and they

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are helping each other also. Yep, that’s great. And Jacob, how

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about you? You are on the front lines everyday dealing

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with customers. I’m sure you’ve had your fair share of

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experiences with customers that are not the happiest. Absolutely. What

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do you find that works best? I think mostly you

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have to make the customer just understand that you are

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on the same side. And here in this situation is

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probably the most important out of any situation to speak

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the same language as the customer. If he calls in

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and he’s pissed off at Sappa, then I will be

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pissed off at Sappa too. And if he’s pissed off

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with my colleague, I will also be pissed off with

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my colleague. And I will agree with him, and we

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will speak the same language. Of course, I won’t throw

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anyone under the bus, not the company or my colleagues,

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but I think it’s important to show the customers that

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we are not getting defensive when things are going wrong.

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We accept that things can go wrong, and we take

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responsibility in those situations. So, usually an angry customer, I

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usually try to take as a challenge. And the challenge

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is that before the customer hangs up, we are going

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to be on the same page, even if he didn’t

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get as he wanted or I didn’t get as I

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wanted, then we can still be on the same page

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and understand each other. And as soon as they start

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to realize that I am the solution to their problem, they

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usually start to bring their guard down, and they have

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a different attitude. So, it’s just a matter of bringing

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their guard down and being on their side. So you really need

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to be able to demonstrate some empathy and show them

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that you not only understand logically what their problem is

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but that you feel for them. Right. Yeah. You are understanding

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where they’re coming from emotionally. Yep. Yeah. That’s great. Well,

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that’s[crosstalk certainly[crosstalk 00:11: 20]… That was something that our customer was

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asking for. When Sappa was started, I wanted a warm and

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friendly supplier, and that’s really what this guy started giving our customers.

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And you, Katarina. I’d love to hear you talk about that

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just a little bit more. Sappa has a really great reputation for being

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able to deliver customer service. Isn’t that right? Yeah, that’s

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right. We have been two years in a row, we

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have had the first place in the survey, like I

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told you before. And the customer thinks that we are

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really doing what we are saying in our corporate values.

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We are being friendly to the customers. We are listening.

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We are being the worker. We go the extra mile

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for the customers. So, we’re really doing what we are

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saying in our values and our culture. We’re really living

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the culture internally, and the customer can feel it all

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the way. So, that’s nice. We actually have a good

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quotation from our CEO because he tells us on a

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regular basis to always think no corporate bullshit. And it’s

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just funny to hear something like that from your CEO.

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It shows the difference in the values. Yeah. And I think customers

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can tell that difference too. And your reputation, I think,

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is known in Sweden as an organization that cares about

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customer service. And this leads us… I think it’s a

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really great segue into the third habit, which is making

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sure that you recognize and reward agents for doing a

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good job. The CX heroes program is all about recognizing

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advisors and agents who go above and beyond to provide

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great service. And Jacob… Jacob, excuse me, congratulations on being

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named CX hero. We at Genesys are really excited to

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have you as a CX hero. And I think Sappa’s

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reputation for great customer service was part of what led

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to the story that led to you becoming a CX

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hero. I would love to have you tell us your

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story that got you this honor. Yeah. Of course. We

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are always encouraged to help our customers as much as

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we can, even if they don’t call and have a problem

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with our services, we always try to help them. And

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this time it was a customer that called, and I

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asked her to just normal, and he sounded a little

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shooked on the phone. And he was explaining to me

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that he was too scared to go out on his

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balcony here. He really needed help because he had find

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a wasp nest on a balcony, and he didn’t want

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to go out. So, I didn’t think… I thought it

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was a little bit strange that he called, but we

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are always encouraged to help them either way. And so,

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I was thinking what I would do myself in this

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situation. And I am very scared of wasps, so I

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could really feel his emotions. Sappa is not a pest

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control company at all. No, actually we’re not. But he

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had found our phone number outside where he lives because

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we handled the TV. So when he found our number

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and, but he had called us before. So, the first

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thing I said to him was that” We are your

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TV supplier, just so And he said,” Yeah. Yeah, I

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know. But you always answer, and I just panicked. So,

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I called you.” So, then I just said,” Of course,

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of course, we will help you.” He counts on our

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help. We will give it to him. So, I started

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to look in on the internet for exterminator in this

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area, and I called the exterminator just to see if

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they are open and see if they could handle this

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type of business. And I called up the customer, and

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I transferred him to the exterminator so he could speak

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to them directly. And I don’t know what happened after

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that, but I hope they helped him out. I love

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that story. And what a great example, Jacob, of you

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having the sense of empathy to understand and really feel

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what the customer is going through and to take action.

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So, not only that but the fact that you have

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contributed to a culture overall where Sappa has the reputation

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of that customer knew to call you because Sappa always

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answers and always helps to solve his problems, which I

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think speaks both individually to your work and also to

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the culture that Sappa has created. So, Katarina, I’d like

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to ask you what does Sappa do to create this

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culture and to help reward your advisors for delivering great

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service? Oh, we do a lot of things. As I

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told you before, we have this individual training very good for the customers,

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and also for the advisors, it’s make them grow. Then

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we also encourage them to see possibilities inside the company.

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And we have a lot of advisors working in my

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IT sector or economy. So find new opportunities in the

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company. Then we also have something called Sappa awards. So,

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once a year, you have the chance to nominate your

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colleagues to Sappa awards. And there are different prices that

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you can win, like being the Sappa ambassador. Jacob is

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an example of being a Sappa ambassador you’re going outside the

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box. You help someone, and you deliver every day, every

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hour when you are work. So, we have a lot

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of things that we’ll do, and we even have the

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co- worker all the week and lots things that we

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do. That’s great. So, Jacob, I have to ask you,

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is that the most unusual call that you’ve ever received

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or have you had calls that were even more unusual?

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I think probably the most in terms of what I

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needed to do in terms of helping him, it’s probably

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the most outside of my comfort zone. But since we

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always encourage people to help the customer, no matter what,

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we have some of these calls pretty regularly where we

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go outside of our comfort zones to help them. We

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had even customers who calls from a rival company, they

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have a TV box from other company, and then we

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help them with their box because they could never get

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ahold of customer service. So, there’s many situations like this,

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which just makes it very fun. So yeah, this was

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probably the most strange. That’s a great one. We also

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have customer sending us picture on how the cable goes

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in their apartment. So, they follow the cable and send

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the picture all the way. And that’s very interesting because

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a lot of pages with just photos of the cables.

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That does sound unusual. Yeah. Yeah. Well sort of following

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along the same topic here, the fourth habit is turning

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customers into brand advocates. As I think both of you

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just talked about great customer service and customer experiences create

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brand loyalty. So, what sort of strategies, Jacob, as an

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advisor dealing with customers every day, what sort of strategies

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do you use to nurture that relationship? To build those

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relationships with customers. To make them into more loyal customers

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and to deliver them the service that they need? Yeah. The

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thing is that I am in my role as a

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customer service agent, I am a hundred percent comfortable, and

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it’s because I get encouraged to be genuine with the

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customers. They don’t give me any scripts or anything. I

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have a free hand to talk how I want and

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to help the customer in what way I want. And

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it makes me comfortable in my role. And I think

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this is something that customers can tell and it makes

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a more comfortable situation for them too, because they feel

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like they can be equally genuine towards me. And they

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can talk to me just how they want. If they

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get angry, they can scream at me, and I will

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still treat them with respect. And even if they come

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in with a negative attitude and wants to complain, they

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still can make their voice heard. I will understand them.

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And I will say that I will send their thoughts

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to the right person and just to show them that

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no matter what, I will take their opinions serious and

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I will listen to what they have to say. And

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we also encourage our customers to speak up when they

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have opinions of us, whether if it’s positive or negative

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because every month, we do a customer survey where they

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can just tell us what they think about us. And

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then we have an option where we ask them if

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it’s okay that we contact them in terms of the

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survey they filled in. So, right then, we have many

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people who experienced problems, but maybe they were too scared

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to call, or they didn’t have time. And they make

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their voice heard, and we make an effort to contact

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them and make our relationship better with them. And I

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think that makes them feel respected and listened to very

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much. That’s great. Katarina, we’d love to hear your thoughts

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on this too because obviously Sappa has created a culture

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where nurturing customer relationships is important. What are your thoughts

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on this? As I said many times, our strategy is

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to deliver the most customer friendly services and to do

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that we take our calls in one minute and that’s

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something that our customers love. And we also answer in person, so we don’t have a… what do

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you call it? Button? Yeah, we don’t measure how long

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we talk to the customers Yes, no,[inaudible. no[inaudible 00:23:13]. Oh yeah. Many

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customer services. When a customer calls, they have to press

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one to get to one of departments, or they have

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to press two to get to another department. We don’t

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have anything like this when they call, they come directly to

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us, and can speak to us and we won’t transfer

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them to some other place. We answer on every question.

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And that’s very unique for a company in this business

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and then we also, like Jacob said, we don’t measure

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the length of the conversation that the advisor has with

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the customer. So, it’s a very good opportunity to create

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a relation with the customer. And that makes the customer

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feels unique and taken care of. And then we’ll also

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do a fun thing. We write handwritten congratulations to all

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our customers that are turning 30, 40, 50 up to a

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hundred year. And when they turn 100, they get a

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special card and a little bit special treated. So, that’s

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something unique that we do. But we also are very…

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it’s very important to create the relation with the customer

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because that makes the customer absolutely feel unique. Absolutely. I

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love that. And I think that’s a really great segue

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again, into our fifth habit, which is personalization. You talked

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about sort of recognizing birthdays for customers. So, the fifth

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habit here is getting personalization right for your customers. Just

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highlighting the statistic here.” 79% of customers feel like a

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generic customer rather than a unique individual when they call

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in for customer service.” I think what that shows us

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is that customers want personalization to be able to simplify

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the interactions that they have with businesses. And they’re beginning

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to be introduced to new levels of personalization. So, when

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they call in or chat in or text in to

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customers, they’re beginning to see ways that they can experience

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personalization and in a whole new way. And they’re starting

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to expect that more and more from every organization. And

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a lot of those tools are making jobs for employees

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much better, being able to match agents and advisors to

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customers and situations that are more matched to their skills

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and availability, which allows agents and advisors to feel more

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successful. And to be able to handle situations with confidence,

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because they know they’re matched with customers that they’re going

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to be able to help more clearly because their skills

361
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are suited to it. So, I think there’s a lot

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of really exciting things happening in this field. This is

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something that Genesys is really passionate about, and I know

364
00:26:01,760 –> 00:26:07,240
personalization is really important for Sappa. Jacob, talk a little

365
00:26:07,240 –> 00:26:12,020
bit about making that experience feel personal for customers and

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why it’s important when you’re talking with customers to make

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it feel personal for them. Yeah. I think it goes

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back to the strengths of a customer service worker that

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we talked about earlier, like being a good listener, for

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example, is something I think is very important for making

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the customer feel a unique because if you are a

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good listener and you are attentive and can pick up

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many details, then later on in the call, when you

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present your solution or the problem, you can present a

375
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more broad solution that fits more of the customer’s needs,

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even things that maybe he or she didn’t express to

377
00:27:00,210 –> 00:27:05,050
you at first. And I think that’s makes them feel

378
00:27:05,410 –> 00:27:08,440
listened to it makes them feel like I’m not just

379
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sitting here and let them information come in here and

380
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out here, I take it in. I listened to it,

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and I tried to present my solution according to what

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needs she has. And also, I think it’s like we

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00:27:23,340 –> 00:27:26,869
talked about to speak the same language as the customer.

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If I’m talking to someone who is a little bit

385
00:27:29,609 –> 00:27:34,420
older, I usually speak slower and more clear so they

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00:27:34,420 –> 00:27:37,450
can understand me. I might even use some old school

387
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words. If I’m talking to someone younger, I talk a

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little bit faster. Maybe use some slang words here and

389
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there. And then I think this makes them feel more

390
00:27:49,730 –> 00:27:56,609
comfortable and it also makes them feel respected, I think.

391
00:27:57,480 –> 00:28:01,180
That’s really great advice. I think that makes a lot

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00:28:01,180 –> 00:28:06,130
of sense and shows real connectivity. Katarina, why is it

393
00:28:06,130 –> 00:28:12,440
important for Sappa to create those personalized experiences for customers?

394
00:28:12,460 –> 00:28:15,230
You talked a little bit before about things like sending

395
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birthday greetings that’s obviously a core part of your culture.

396
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Why is that something that’s important? It’s important to Sappa because that’s the kind

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of company we would like to be when Sappa was

398
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started. Like, I told you, asking the customers what kind

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of supplier they wanted. And this was a place on

400
00:28:39,330 –> 00:28:42,340
the market that was free to be a warm and

401
00:28:42,340 –> 00:28:47,250
friendly company and give the best customer service. So, that’s

402
00:28:47,250 –> 00:28:50,530
very important for us that the customer really feels that

403
00:28:50,530 –> 00:28:54,620
we are not just treating them like customers, but they

404
00:28:54,620 –> 00:28:58,890
are our friends and, we are interested in them when

405
00:28:58,890 –> 00:29:01,420
we talk to them, we are not just interested in

406
00:29:02,400 –> 00:29:08,940
solving the problem and the conversation. Like you heard Jacob

407
00:29:09,220 –> 00:29:13,360
asking before,” What team do you cheer for?” That’s something

408
00:29:13,360 –> 00:29:16,970
that I often hear when our advisors talks to the

409
00:29:16,970 –> 00:29:21,940
customer.” What football team do you cheer for?” And,” What

410
00:29:22,190 –> 00:29:23,930
is the name of your dog?” If you hear a

411
00:29:23,930 –> 00:29:27,760
dog barking. So, they are really interested in the company

412
00:29:27,760 –> 00:29:31,540
and that creates a good feeling for the customer. Absolutely.

413
00:29:32,260 –> 00:29:36,450
And it’s also make the job much more fun, I

414
00:29:36,450 –> 00:29:39,960
think[inaudible 00:29: 36]. Yeah. Absolutely. It makes it much more

415
00:29:39,960 –> 00:29:44,750
fun than you get more and comfortable yourself. And you feel

416
00:29:44,750 –> 00:29:47,610
like you are not forced to be at work. I

417
00:29:47,610 –> 00:29:52,520
can be myself. And the biggest receipt that we get

418
00:29:53,060 –> 00:29:58,010
from our customer is because we mentioned the survey that

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we were voted the best customer service two years straight

420
00:30:02,170 –> 00:30:05,490
at the Swedish Quality Index. And this is actually the

421
00:30:05,520 –> 00:30:10,610
biggest customer service in Sweden. So, it’s the customers themselves

422
00:30:10,640 –> 00:30:16,290
that give rates on everything from a service to technology,

423
00:30:16,290 –> 00:30:20,690
to how you are as a brand. They vote on

424
00:30:20,690 –> 00:30:24,290
everything. And it’s a very big thing. So, it’s the

425
00:30:24,290 –> 00:30:28,210
customer’s own words that we are the best in customer

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00:30:28,210 –> 00:30:32,490
service and two years straight. That’s great. And boy, that’s

427
00:30:32,490 –> 00:30:37,040
the best endorsement you can get. And I loved hearing

428
00:30:37,040 –> 00:30:42,770
both of you talk about, not only does this make

429
00:30:42,770 –> 00:30:46,220
the customers feel more comfortable. So not only is personalization

430
00:30:46,220 –> 00:30:49,270
important to make them feel comfortable. But Jacob, hearing you

431
00:30:49,270 –> 00:30:51,900
talk about the fact that it makes you enjoy your

432
00:30:51,960 –> 00:30:54,600
job more. Right? You feel like you are able to

433
00:30:54,600 –> 00:30:59,330
be yourself. It speaks to the strong, strong benefits of

434
00:30:59,830 –> 00:31:05,980
being able to connect with customers in that way.[crosstalk And it’s really great[crosstalk 00:31:

435
00:31:05,980 –> 00:31:11,440
05]- Looking at how we working, we always make it

436
00:31:11,440 –> 00:31:15,070
like a team. It’s very important to have a team

437
00:31:15,070 –> 00:31:18,840
feeling in the company. So, it’s not me, myself, or

438
00:31:18,840 –> 00:31:23,440
I. It’s the team that’s important. And that’s also a

439
00:31:23,440 –> 00:31:26,910
way to make it feel good for the customer. You

440
00:31:26,910 –> 00:31:31,540
always have someone to ask, or that could help you

441
00:31:31,540 –> 00:31:35,440
if you have a problem with the customer or the

442
00:31:35,440 –> 00:31:39,240
customer’s problem, you always have someone to support you. Yeah.

443
00:31:39,240 –> 00:31:46,650
Everyone is willing to help. Yeah.[crosstalk 00:31: 43]- That’s fantastic. Yeah. That’s great.

444
00:31:47,360 –> 00:31:51,380
Well, it’s been so great, Katarina and Jacob, getting your thoughts

445
00:31:51,380 –> 00:31:55,110
on the importance of delivering great customer service and great

446
00:31:55,110 –> 00:32:00,060
customer experience. Just going through our summary here, kind of

447
00:32:00,320 –> 00:32:03,330
the key points here, making sure you hire the right

448
00:32:03,330 –> 00:32:05,530
type of people for your business and provide them with

449
00:32:05,530 –> 00:32:10,340
the proper training. customer service can be tough, and it’s

450
00:32:10,340 –> 00:32:14,540
important to reward your agents and advisors. And it’s important

451
00:32:14,680 –> 00:32:17,990
that customer experience and customer service work together to create

452
00:32:17,990 –> 00:32:21,330
brand loyalty. And we just talked about the fact that

453
00:32:21,330 –> 00:32:26,700
using personalization to improve customer experiences is key. It’s not

454
00:32:26,700 –> 00:32:29,650
just about delivering more ads. But it’s about really connecting

455
00:32:29,650 –> 00:32:33,670
and making those customers feel comfortable and making employees feel

456
00:32:33,670 –> 00:32:37,240
more rewarded in their jobs and leading to more customer

457
00:32:37,240 –> 00:32:44,340
loyalty, which is really, really important. So, if you have

458
00:32:44,340 –> 00:32:47,590
listened to this and you’re inspired as someone who is

459
00:32:47,590 –> 00:32:49,460
in customer service, and you’ve got a story that you

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00:32:49,460 –> 00:32:52,510
want to share, or if you work with someone that

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you believe is worthy of being nominated as a CX hero,

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00:32:56,080 –> 00:32:59,740
we encourage you to nominate, be part of the program,

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00:32:59,740 –> 00:33:04,440
be recognized as CX hero just as Jacob was. So, I

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00:33:04,440 –> 00:33:08,840
want to thank everybody for joining us. Here’s our details

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00:33:08,840 –> 00:33:11,760
right here. You can reach out via our website or

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00:33:11,760 –> 00:33:15,510
give us a call or contact Jill. Hundley@ genesys. com,

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00:33:15,510 –> 00:33:19,330
and she can get your nomination in. But Jacob and

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00:33:19,560 –> 00:33:21,310
Katarina, I want to say thank you so much for

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00:33:21,310 –> 00:33:24,870
joining us on this webinar. I think your thoughts were really

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00:33:25,100 –> 00:33:28,710
great to get, and I think inspiring to me and hopefully inspiring

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00:33:28,710 –> 00:33:30,880
to everybody that listened. So, thank you both so much

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00:33:30,880 –> 00:33:35,400
for joining. Thank you. Thank you very much. We had a very good time. Yeah. It

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00:33:35,400 –> 00:33:38,960
was fun. Absolutely. It was a lot of fun. Thank

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00:33:38,960 –> 00:33:43,240
you so much and thanks everybody for listening. Thank you. Bye.