Enterprise Times had a positive and wide-ranging conversation with Celine Maher, Vice President, EMEA Commercial at Zendesk. The company was founded in Copenhagen, Denmark in 2007 and provides software-as-a-service products related to customer support, sales, and other customer communications. The discussions ranged on a number of subjects including what businesses must strive for when it comes to meeting customer expectations. Celine outlines her top five tips on how enterprises can find out where their customers are.
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Willing and adaptable
Be willing and able to adapt and move quickly in times of uncertainty to find customers. Businesses do not have the luxury of time, so it’s important to be able to be agile and fully dedicated to following your customers’ changing behaviours. This is now more important than ever in the current socio-economic environment. The pandemic was a prime example of businesses around the world doing this. Having to address new consumer behaviours and attitudes as countries headed into lock down.
2. Relinquish control
Do not shy away from relinquishing control because the rewards can be exponential. Businesses need to understand how to effectively control the narrative in times of uncertainty. This is important to maintain communication and trust with consumers.
3. Single source of truth
Integrate data and systems where possible so that you have the best single 360 view of the customer. Increasingly, customers expect engagement with businesses that collects their personal data. They expect this will improve their experience.
4. Embrace customer intelligence and listening tools
Make sure you embrace customer intelligence and listening tools. They are essential for creating as relevant and personalized a journey as possible
5. Agent empowerment and training
The more a business invests in its customer-facing staff, the richer the interactions, the more meaningful the conversation. As a result, more information can be gathered. Each interaction will build that view of the customer.
