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In this episode of Customer Service Secrets, Gabe Larsen is joined by Paolo Fabrizio, author, speaker, and customer service expert, to discuss digital customer service. Paolo has plenty of experience working with the integration of digital channels, as well as with hiring and training digital customer service assistants.
Paolo emphasizes the importance of leveraging conversations via social media, live chat and instant messaging apps for various industries, to build customer relationships. Given his past experience and insightful courses, businesses would benefit from his advice in this episode.
What Is a Digital Customer Experience?
Paolo starts his conversation with Gabe by defining digital customer experience. This type of service is the conversation happening with the customer over digital channels. When Paolo refers to digital customer service or digital channels, he focuses on three main types: social media, live chat, and instant messaging apps. By learning to leverage these platforms and channels, businesses will notice an increase in customer satisfaction. To further define digital customer experience, Paolo states, “Digital customer service is not just using digital tools, digital platforms or digital channels; it’s taking care of each digital conversation you have with your customers in order to leverage conversations, to retain and attract customers.” Simply using the digital channels is not enough, instead these tools should be used with purpose and strategy.
The Digital Customer Service Assistant
Paolo goes on to discuss the importance of the characteristics of successful customer service reps in the digital realm. There are different skills required for reps in digital customer service than in more traditional channels. He says, “One of the most important traits that I look for when I hire agents in order to let them become digital customer service assistants is emotional intelligence. The ability to build empathy is the ability to instantly detect customer’s sentiment from the very first incoming message. That makes a difference.” Having this ability to empathetically communicate with the customer builds a sense of trust between the customer and the emotionally intelligent rep. It’s this empathetic communication that initially assures the customer that the agent will take care of their needs. Due to the dynamics of the digital platform, being able to immediately detect the tone of the customer and their needs will help harbor a more efficient and productive customer experience.
Courses to Help Your Customer Service Team Embrace the Digital Landscape
Lastly, Paolo speaks about three of the courses he offers on his website: Road Map, Coaching, and Crisis Response. The “Road Map” course offers help with designing an effortless experience when creating a customer journey map. By creating an effective journey map, especially when it comes to digital platforms, businesses will see customer satisfaction improve. The second course, “Coaching,” widely demanded by an array of customer service managers, helps to integrate customer service management skills into the digital realm. Paolo goes on to introduce his newest course titled, “Crisis Response.” Paolo mentions that this course helps everyone from managers to smaller teams to develop, “Your conversations across social channels, in order to help you optimize the quality of your conversations and be able to handle even very complex situations and conversations.” These courses are available through Paolo’s website, customerserviceculture.com. These three principles, journey mapping, management skills, and crisis response are frequently discussed among traditional CX channels. As businesses learn to apply them to their digital platforms, their customer service team will be able to keep improving with the industry and the customer.
To learn more about digital customer service and the work of Paolo Fabrizio, check out the Customer Service Secrets podcast episode below, and be sure to subscribe for new episodes each Thursday.
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Full Episode Transcript:
The Digital Customer Service Revolution with Paolo Fabrizio
Intro Voice: (00:04)
You’re listening to the Customer Service Secrets Podcast by Kustomer.
Gabe Larsen: (00:11)
Alright, welcome everybody. Today we’re going to be talking about digital customer service and to do that, we brought on author, speaker, customer service expert, Paolo Fabrizio. Paolo, thanks for joining and how are you?
Paolo Fabrizio: (00:26)
Fine, thanks Gabe. Thanks for having me.
Gabe Larsen: (00:28)
Yeah, well, Paolo, we were just talking pre show a little bit about him being in Milan, Italy, and with all that’s going on in the world. I’m glad to hear that he is safe and secure, at least for the moment. So that was all good news to hear. Today, as I mentioned, we’re going to talk a little bit about digital customer service. Paolo, can you take just a minute and tell us maybe just a little bit more about yourself and kind of what you do?
Paolo Fabrizio: (00:54)
Yeah. Well, I have clients and integrate digital channels. When I say digital, I refer to three main pillars, which are social media, live chat, and instant messaging apps that will have clients of many various industries integrate such channels and hire and train digital customer service assistants — maybe we’ll talk about this topic later — and also helping managers manage new digital teams, setting up new KPIs as for digital channels and sometimes software selection. So I think we’ve got something that’s struggling together, talking about [inaudible] products and doing a lot of interesting stuff here in Italy and also in Europe as well.
Gabe Larsen: (01:40)
I love it. Oh, wow. Yeah. Well we better talk a little more. I didn’t realize there was so much connection on the software side as well. We’ll do that post post recording here. Awesome. Well, let’s dive into this topic maybe just for the big picture– you were touching on a little bit, but for those of us who aren’t as familiar with digital customer service, how would you define that? Or kind of label it, big picture?
Paolo Fabrizio: (02:02)
Yeah. Well, my first idea and what I bring with passion and every day is that digital customer service is not just using digital tools, digital platforms or digital channels; it’s taking care of each digital conversation you have with your customers in order to leverage conversations to retain and attract customers. So, I’ve always– I’ve been working so many years within companies before becoming a consultant five years ago, and I had the chance to cover so many customer facing roles. But I’ve seen then, and I still see sometimes today, that customer service organization is still much underrated. And it’s still much seen as a cost area instead of a profit area. The only way to turn this key and to turn this engine on is to work on interaction and conversations. So we’re living in a world where everything is based on speed and time. So if you make my time wasting, I get disappointed. If you let me save my time, I will be more– I will tend to stay with you for a longer time. So in terms of loyalty, that makes a difference; how quick we are and how effective we are makes a difference.
Gabe Larsen: (03:26)
No, I love that. And I think that’s obviously what we’re all looking for especially as times have changed, we need to be more and more effective. How do you kind of think about this question, I think it comes up often, it’s kind of the agents versus digital customer service assistance or people versus technology? How do you kind of talk through that when we think of this customer service, this digital customer service concept?
Paolo Fabrizio: 03:53)
Yeah. The starting point is that there are a lot of people doing a great job, helping customers using traditional channels, such as phone or email.
Gabe Larsen: (04:03)
Yes.
Paolo Fabrizio: (04:04)
But what I’ve seen as a consultant in many various industry is that if you let them change and switch from a traditional channel and let them handle the same customer, talking about the same topic on apps, on live chat, on social media, sometimes they make a mess because they are not ready, even though they got a big– a long expertise. They’re not ready to handle that situation because there are new factors that emerge on conversations across digital channels. In fact, one of the most important traits that I look for when I hire agents in order to let them become digital customer service assistants is emotional intelligence. The ability to build empathy is the ability to instantly detect customer’s sentiment from the very first incoming message, that makes a difference. So it’s partially a brand new job, even though we’re talking about sometimes very experienced people doing a great job. And after a couple of years — talking about this topic on my books and on my other online activities — last year I started working a lot with clients here in Italy and Europe to help them hire and train internally or sometimes externally — if they work with outsources — people who had some specific experience traits and some other areas of their potential that can be a power working on that. And we’ve seen great results after six or 12 months after they started to benchmark the results of these small digital team insight within customer service and the major, the bigger one, working on traditional channels. So they noticed. I got a client, the retail area, supermarket area that after 12 months they experienced that they’re small seven people team of digital customer service got one point better at customer satisfaction, four stars compared to the 3.2 of their same room, big traditional channel customer service. They increased 25% productivity. So in their peak hour, which is between 11:00 and 12:00 AM, they usually serve between six, eight customers over the phone. And they served between 15 and 17 customers over digital, especially on the social. So, you can enjoy, I wouldn’t say immediate, but very, very fast, great results in terms of productivity and also from the customer side, which is crucial customer satisfaction.
Gabe Larsen: (06:55)
And how do you, I mean, you touched on this a little bit, but how do you train them and hire them differently? I mean, we have kind of the standard agents, but then this is kind of a new world. These are sometimes different channels. What does that look like? Is it a lot different in the way you trained, is a lot different the type of people you hire?
Paolo Fabrizio: (07:11)
Yeah. Yeah. Because sometimes I’m working with different industries and also different structures, different people in terms of the level of expertise. But, my approach is more or less the same. Of course I customize, but the first thing for me is to listen and watch and analyze what they’re doing now. So I’ve got a first assessment step, which is also made online, of course, and then I’m able to detect what’s not working in their conversations. So I can find the pain points from the customer side, having worked so many years on the other side, okay, within companies; and after detecting the pain points, I define with managers, new guidelines, do’s and don’ts and tone of voice. And then I start working with them with the HR manager or customer service manager together to select a small group of people based on the current and predictable volumes of digital conversations. And I prepared, and I usually assess people with private personal interviews, temporize tests based on sentiment detections–
Gabe Larsen: (08:26)
Yes.
Paolo Fabrizio: (08:26)
— and then other tests. So I am able to learn how much they are motivated to leave the contact center. So do you want to lift the phone, or are you willing to roll your sleeves and try to learn something new? And second, do you have just a customer service approach or do you also have a commercial sales approach, which is very important when you deal on public channels, such as social media or online review sites? So I’m looking for those traits and when we define, when we hire together a small group starting from small, and then scalable group of people. I prepare and deploy a training program, which is usually divided into three steps, a workshop based on the guidelines we already set and define with management line.
Gabe Larsen: (09:17)
Yeah.
Paolo Fabrizio: 09:18)
Half of the time, try exercise. Exercise on your platform, on client’s platform, dealing with real live conversations with customers.
Gabe Larsen: (09:28)
Yep.
Paolo Fabrizio: (09:29)
So in the morning, there is theory; new guidelines, new laws, so to say. In the afternoon, you need it to apply so you can fix and realize what are the issues that you may find. After a couple of weeks, a follow up with a laboratory training in the morning and checking out what’s going on or what needs to be fixed in the afternoon. And the third part is that one to one coaching in order to get a consistent tone of voice by each of the digital customer service assistants. So it’s pretty articulate, but very interesting.
Gabe Larsen: (10:04)
Yeah, no, I love it. Interesting. I didn’t want to go into this too much, but it is very interesting. We talked a little bit about this idea. You’re really focusing on the digital side of it. And when you have– I just feel like those channels are more underused, right? As you said, they’re not the typical channels, phone and email are the typical channels. When companies are handling support through social media or live chat messaging apps, what are some of the peculiarities that you see, some of the differences you see when you work with some of these companies through those channels? Anything you could share there?
Paolo Fabrizio: (10:41)
Well, I still see many mistakes. So the first mistake is not considering how important an incoming message through social is, but it’s important if the same message is delivered through email. So in terms of “Shall I respond?, When do I need to respond?” So in terms of considering what the customer’s expectations are. So today, if you ask a question to a customer service through email, you may expect a response within 20, 24 hours maybe, or less. But if you send the same question, which is a neutral question, no urgency through Facebook, you expect an answer. You’re telling me that you expect an answer within six or eight hours. And if you use Twitter, you expect it within three hours. In motorway lanes, so email is the slow lane. Social is lower. Facebook is low. Twitter is very, very, very slow. So I’m using all the– pushing on the throttle to overcome the rest of the cars. So, first of all, you need to realize what’s behind the use of different channels. Then you need to customize the content because I usually work on what’s been said. I always say that if you write an excellent answer on this, on this paper, right? It’s an excellent answer for the customer. But if you use the most wonderful platform and you write bullshit, that’s bullshit. And that does not really depend on the platform or the access of it. So you need to customize, and beware that you need to change tone of voice moving from, switching from a digital channel to another. So social media– sorry, Facebook has got an informal party voice; Twitter, more journalistic, pragmatic tone of voice, live chat: professional informal, instant messaging between social and live chat? And then there are also other things when you have a live chat conversation, which to me is the most difficult channel to be served by agents because it’s a live direct conversation like the one we’re having right now. It’s like having a phone conversation. You cannot distract. You cannot check things for two minutes without advising what you’re doing, otherwise, the customer think, “Are you still alive, are you having another conversation? You’re not interested in me?” So you need to, taking care of each detail in terms of tone of voice, in terms of rules of engagement– engagement rules, and other things. This is much underrated. Still now, even though here in Italy and Europe something’s changing very, very rapidly in the last 12 months.
Gabe Larsen: (13:40)
But a lot of them moving more towards this type of stuff, I assume, correct?
Paolo Fabrizio: (13:47)
Yes.
Gabe Larsen: (13:48)
Yeah, absolutely. Interesting Paolo, I love this topic. I just feel like there’s so many people who are starting to see the benefits and really the customers are pushing them towards this digital, these digital channels that they weren’t as used to before. No more is phone and email. I mean, certainly those are still the primary ones, but so many businesses are experiencing some of these and I think you’re right on the cusp of, we did some training. We need to know how to use them, why to use them, how to integrate them, how to train around them, et cetera. So if someone wants to learn a little bit more about you or some of the stuff you do, what’s the best way to do that?
Paolo Fabrizio: (14:23)
Well, the best way to do it is to have a look at my website, which is called customerserviceculture.com. Then from mid-April on, it will be totally translated into English. That’s good news, including new blog posts. And also my online training courses will be available also for English speaking.
Gabe Larsen: (14:43)
And what are those courses?
Paolo Fabrizio: (14:46)
You know, the main focus are three. So the first is called the roadmap. It helps you develop a digital customer service strategic plan. So where should I start from with video lessons and other interactions? The second one Is called coaching digital customer service managers. And it’s been demanded by customer service managers, who are experienced, that need to integrate their digital skills. One-to-one live coaching. The third one, the newest one, is called crisis response and it’s also extending not just to managers, but also to small teams of five people. And where we work on your conversations across social channels, in order to help you optimize the quality of your conversations and be able to handle even very complex situations and conversations.
Gabe Larsen: (15:40)
I love it. I love it. Alrighty. Well, Paolo, I really appreciate that. We’ll make sure we include some of that information so everyone can check that out. Thank you again for joining and hope you have a fantastic day.
Paolo Fabrizio: (15:51)
Thank you so much, indeed. Best of luck for Kustomer.
Exit Voice: (16:00)
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