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What customer experience looks like at Lancom

In this episode we sit down with our Head of Marketing and Sales, Priscila, to discuss what customer experience looks like here at Lancom.

 

We discuss why customer experience is so important to us, how we build customer experience into our business, the tools we use, and the importance of the feedback loop. 

 

 

 


Video Transcription


Anastasia

Hi, guys. And welcome back to Lancom TV. I suppose you're wondering why I'm introducing the show today. Usually, it's the other way around but today the roles have reversed and I'll be interviewing Priscilla for a change.

Priscila

Hi, guys. How are you? Nice to be back.

Anastasia

Yeah. So today I wanted to catch Priscila about our customer experience here at Lancom. We are big on providing value but we also recognize that we need that feedback loop going.

Priscila

Yes. So let's talk about customer experience. Okay.

Anastasia

Awesome. So my first question for you is why is customer experience so important here at Lancom?

Priscila

Look, I think there has been a massive change in the markets and industries from supply and demand to demand to supply. So what I mean by this is that we are dealing with a lot of more informed people these days. We all have got access to information at the fingertips.

Anastasia

Internet. I love it.

Priscila

Yeah. Thank God. And as a result I think as customers and when we switch our roles and we put ourselves in the customer's shoes we are way more familiar and way more aware of what we want. And so from a from a business perspective, it's always been something that Lancom has cared about from day one, 30 years in market and...

Anastasia 

Wow. Three decades?

Priscila

Yeah. Three decades. And I think the, you know, providing that first experience and that continuing experience has to be number one on our list. So what I mean by this is essentially when a customer or a person contacts IT support for instance, as an example, 9 times out of 10 they already frustrated because something's broken. 

Anastasia

I know I am.

Priscila

Nobody really likes to contact support, that's a reality we face. So it is in our best interest to not only work closely with the people we engage with every day on a daily basis, but also on an ongoing basis. And be able to add value and work from an outcome-focused perspective rather than just a transaction-based relationship.

Anastasia 

Yeah, definitely. Do we have any tools that we utilize to enhance the customer experience for our clients?

 

Priscila

There are a few. I guess I could talk about them the whole day long but we've got time in the show. So one that I always love to talk about is the tool we created in-house because we like to develop software. We call it the Lancom baton. Now, essentially, the Lancom baton was born based on a gift we saw in a relationship that a traditional IT company would have with their customers. So essentially, traditionally we've been really, really good at liaising with C-level executives who contract our services to be able to consume technology. But we weren't that good with the rest of the staff underneath them.

Anastasia

And there's more people who are experiencing our services. 

Priscila 

That's right. And so we thought how can we bridge that gap? And out of that whole thinking came the Lancom baton. Now, essentially, it's a software that sits on every endpoint device from our customers, allows our customers to request support through our help desk but not only that, allows them to see where we are at with the processes.

Anastasia 

So transparent.

Priscila 

Now visibility's key exactly. And I guess if we use the analogy of the train, if you're waiting for a train you have no idea when it's coming, you become anxious, don't you?

Anastasia 

Yes.

Priscila 

So we wanted to be transparent. We wanted to expose what we're doing in the backend to our customers. As well as doing that to allow people to chat to us online and also we have a really core part of it which is the learning section. Now we empowered people. We have very intelligent people and if we can help ourselves we will. So as an IT provider and as a company that's looking to create leverage, one of the core things we care about is allowing people to educate themselves.

And so we do that through content which we produce in-house, videos, documentation and the Lancom baton is a really great channel for us to help our clients understand what it means to empower themselves.

Anastasia 

Yeah, and it puts the power back in the issuers. They choose the support and what level and

Priscila

Gives visibility.

Anastasia 

Yeah, definitely. We would want that. So when it comes to providing customer experience, I feel a lot of that is the customer is enhanced by getting feedback from our customers. That whole 360 cycle where we hear back and we enhance our customer experience. What do we look for?

Priscila

Yeah. I'm very on the same page with you, right? So you can't do customer experience and just think about it from one angle.

Anastasia 

One way street, yeah, definitely.

Priscila

Yeah. So for us here is just very much like we did work on giving the end customer, the warehouse worker, the person in the office an ability to contact us and to get visibility into how we work. We've also worked really hard to allow those people to give us feedback on the fly. Now in technology, we work with what's called tickets, some hate them, some love them.

I guess at the end of the day that's just the nature of the industry. But what we have worked out practically is that we wanted to give people an ability to tell us on the fly how they are feeling about the service that they are getting from us in the moment. So every single ticket that we close, that we feel we've completed goes out with a quick feedback survey type of thing that asks how did you feel about this experience. And it's very easy. It's emoticon driven. There's a smiley face, a neutral face and an angry face and typically people are quite welcoming to that kind of style or feedback. But beyond just sending a nice and pretty mail asking about how we did in this particular instance, the biggest thing for us is caring about the feedback we are getting, right?

Anastasia 

No one likes to give it and not be heard.

 

Priscila

That's right. So our staff are incentivized by the feedback we get from our customers. So we like it when we getting positive feedbacks because that obviously automatically impacts the bottom line for some of our staff. But also when we get their not-so-good feedback, we are very quick and we have a 15-minute window where we have to call the client and talk to them, understand more about the problem and offer a solution that will mitigate it from happening again. So I think that's key in enabling that two-way communication. 

It's taking on the feedback. It's doing something about the positives we're getting because that incentivizes the people that are providing the service at the end of the day. But also having a process whereby if things are not going so well, what am I going to do to show this customer that I actually care and that I have got a place for capturing this and doing something about it? So feedback is key. I think it's not new. But it's more so important than it probably has ever been and I would encourage everyone watching the show today to think through what customer experience looks like in their business.

If you're servicing a customer of any kind, there's a huge chance that someone else is thinking about this if you're not, so it's time to think about it.

Anastasia 

Yes. Well, thank you so much for sharing your insights.

Priscila

No problem. Thanks for having me guys. See you on next time.

Anastasia 

Bye-bye.

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