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Elya McCleave and Douglas Hanna on Creating a Customer
Superb Internet Elya McCleave and A Small Orange Douglas Hanna presented some very compelling techniques for delivering a better customer experience to hosting customers within their shared Monday morning presentation at HostingCon 2010.
Elya McCleave, Superb Internet v . p . of customer care,[link widoczny dla zalogowanych], kicked off for Building a Customer-Focused Company, the very first session in the marketing and advertising track of HostingCon. In determining a method to provide excellent hosting experiences, McCleave actually looked to brands beyond hosting towards the hotel and service businesses to find out how to develop an effective strategy.
Central for this is the advance of a culture of empathy,[link widoczny dla zalogowanych].
Superb Internet involved to go about this by assigning a professional role centered on customer experience, and developing a proactive customer care team. This,[link widoczny dla zalogowanych], sort of Customer Officer can guide and manage the customer experience. It might come at no real surprise that the customer end experience comes from the organization itself. proper care of your staff, McCleave said, your staff as champions. the organization, a host need to look whatsoever levels of the company, and contains to begin with the CEO. The length of time would you spend coaching the managers, and just how do those managers coach the workers. spent a lot of time coaching and training, which is something a lot of companies bypass. makes employees more happier, and that not just reduces turn-over, it creates better customer experiences.
Central to making a great customer experience is a culture of empathy. Employees should into the shoes from the customer, enabling them to understand their situation and their frustrations. This is accomplished at hotels like the Four Seasons giving employees and their families free stays at their hotels. Similarly, this is done at Superb Internet by giving support staff free shared hosting accounts. In this manner, staff can understand the experience, as well as have recommendations.
Following suit, A Hanna discussed building a great customer experience, however, from the perspective of creating effective teams. Hanna, whose background includes posts in particular Web host HostGator, has a unique perspective in that he's now in a really small host with about 15 employees, all working remotely.
The advantages of a larger company are there are enough people for 24/7 customer service coverage, have a large knowledge base; can afford customized, high-end systems, and may afford big named,[link widoczny dla zalogowanych], experienced managers from big companies. They do, however, generally have greater turnover, and lots of policy and procedures limit its flexibility. Also there are lots of customers,[link widoczny dla zalogowanych], making work busy and hectic.
Smaller companies, however,[link widoczny dla zalogowanych], can develop a rapport with customers think the TV bar versus a chain bar. Inside the organization, management can also interact and work with employees more closely.
Large companies, however, can leverage the advantages of the little company by creating an effective team structure.
A team is typically a self-sufficient group that makes it seem like a 10-15 person company. Also, account managers can put a voice and a face to large organizations managers let you build a personal repore with the company,[link widoczny dla zalogowanych], Hanna said. Bad account managers, however, might have the alternative effect,[link widoczny dla zalogowanych], therefore it vital that you hold them to high standards.
Staff considerations will also be crucial. you get a jerk inside your 10 person company it likely to do a lot more damage,[link widoczny dla zalogowanych], than at your 10,[link widoczny dla zalogowanych],000 person company. developing a customer-focussed organization starts at the CEO and permeates every tier from the company. And, while she notes that there's more into it, McCleave rightly notes, employees are happy, customers will be happy.
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