5 mins read
Customer service and CRM (Customer Relationship Management) have become essential for businesses aiming to thrive in today’s industry. Several contact centers still struggle to deliver standard customer experiences but seek a resolution to overcome this challenge.
Heverton Anunciacao, a global customer experience (CX) expert, shares his incredible journey on how CRMs help enhance customer services and ultimately create long-lasting customer relationships.
He also provides valuable insights into the evolving world of customer interactions, technology’s role, and empathy’s significance in customer service. In this interview with Acefone, Heverton sheds light on his experiences, challenges, and strategies for success.
A Journey into Customer Service: From IT to CX Excellence
Acefone: How would you describe your journey of becoming a customer service expert? Tell us all about it.
Heverton: I began my career in information technology (IT) in 1983. However, by the end of 1999, I found myself disillusioned with IT—it felt too static and detached from practical results. A friend suggested I explore CRM, and I jokingly asked, “Is that something you eat?” (laughs). That suggestion changed my life. Transitioning into the dynamic world of marketing, sales, and cloud contact center brought daily challenges but offered tangible results and immense satisfaction.
The Role of Self-Service in Contact Centers
Acefone: What is your opinion on introducing self-service options in contact centers?
Heverton: Today, we serve various generations—X, Y, Z, and beyond. While cutting-edge technology is crucial, companies must understand that not all customers are ready for fully digital interactions. Self-service is important but should never replace empathetic human support. Striking this balance is key to ensuring customer satisfaction.
Crafting a Winning Customer Experience Recipe
Acefone: According to you, what are the must-have ingredients in a successful CX recipe?
Heverton: Based on my experience, I recommend:
- Data Utilization: Customer data shouldn’t be siloed within marketing and sales. It’s a resource that all corporate areas should leverage wisely, supported by robust business intelligence.
- Leadership Involvement: Company leaders must regularly immerse themselves in frontline roles, such as contact centers or retail environments, to understand customer pain points.
- Reengineering 2.0: Companies should now destroy and rebuild processes to prioritize customer satisfaction instead of tweaking processes for better products. Today, everything is about service.
Addressing Employee Mental Health Post-Pandemic
Acefone: With the rise of mental health concerns during the pandemic, how should organizations take care of their employees?
Heverton: The pandemic highlighted the need for trust in remote work in Latin America and Brazil. Many employees flourished by spending more time with their families and avoiding traffic woes. Companies should encourage weekly periods of “productive idleness”—time for employees to think creatively and develop innovative solutions.
5G and Its Impact on Customer Engagement
Acefone: What’s your take on 5G technology? How will it impact customer engagement?
Heverton: In regions like Brazil and Latin America, 5G can revolutionize connectivity, especially in underserved areas, boosting e-commerce and digital interactions. With increased connectivity, however, comes higher customer demand. Companies must invest in enhancing customer service processes and culture to keep up with the surge in expectations.
Optimizing Proactive Chat Triggers with CRM
Acefone: How can CRM systems optimize proactive chat triggers for a better customer experience?
Heverton: CRM systems combine technology and processes to analyze customer data and behavior. For example:
- Loyalty Campaigns: Reward frequent customers with discounts or perks.
- Retention Campaigns: Proactively adapt offerings to provide better value to existing customers.
- Upsell Campaigns: Identify specific customer needs and tailor offers to meet them.
The Importance of Happy Customers
Acefone: How vital are happy and satisfied customers for a business?
Heverton: The goal is to make customers happy and ensure they feel heard. Mutual understanding fosters growth, much like a relationship. Companies should focus on active listening and meaningful dialogue to build mature, long-lasting relationships.
Secrets to Customer Retention and Acquisition
Acefone: Can you share some secrets to retaining and attracting customers?
Heverton: Certainly:
- Data Integration: Merge transactional and behavioral data across platforms like CRM, BI, and ERP to offer personalized experiences.
- Strategic Gifting: Delight loyal customers with gifts unrelated to your core product, showcasing thoughtfulness.
- Referral Programs: Promote current customers to refer new ones and reward them for their recommendations.
Customer Privacy and Its Role in Long-Term Relationships
Acefone: Do you think customer privacy is vital for long-term relationships?
Heverton: Absolutely. Companies must avoid being “good hackers” by overstepping customer boundaries. Poorly coordinated marketing campaigns can backfire, leading to customer dissatisfaction and even legal challenges. Always respect customer preferences and involve cross-functional teams to ensure ethical practices.
The Hidden Depths of CRM
Acefone: Lastly, which aspect of CRM do you enjoy the most?
Heverton: CRMs are like icebergs—what you see is only a fraction of their depth. It’s fascinating how CRMs can uncover opportunities and challenges, helping companies refine their strategies and boundaries.
About Heverton Anunciacao
Heverton Anunciacao is a globally celebrated CRM and CX thought leader, recognized as the #1 influencer by Thinkers360 and listed among Global Gurus for customer service in 2021. A prolific author, Heverton has penned multiple books on CRM, data science, and CX methodologies. To learn more, visit Thinkers360.
Takeaway
This interview provides a glimpse into Heverton’s expertise and philosophy, offering actionable insights for businesses aiming to excel in customer service and CRM. His journey is a testament to the transformative power of empathy, innovation, and strategic thinking in customer interactions.
