Every Customer Every Time: 7 Ways To Create an Amazing Subscriber Experience 

We want your subscribers to love you so much that they wouldn’t even think about leaving for another broadband service provider (BSP). If you want to attract new subscribers, start by differentiating the subscriber experience with services that further enhance and connect a consumer’s digital lifestyle—for instance, with managed services like Calix SmartLife™ that enable you to expand markets and bring more value to communities. And once they become your customers, you must retain them. That’s where customer support takes over. With that in mind, I’d like to share a list of seven ways to create an amazing customer experience:

1. Manage first and last impressions. It doesn’t matter if it’s the first time a subscriber interacts with us or the 500th time, the first impression is what sets the tone for what’s to follow. As for last impressions, they leave lasting impressions. Be sure to manage these simple touchpoints.

2. Manage the wait. Waiting on hold is friction. It also can be interpreted as a sign of disrespect for the subscriber’s time. If you must make callers wait on hold, inform them of how long it will be, offer the option for a callback, or provide another support channel like a self-service mobile app for more immediacy. Our CX research found that 42 percent of customers (in an average business) will stop doing business with a company or brand because it kept them on hold for too long.

3. Demonstrate knowledge. One of the top customer/subscriber expectations is knowledgeable employees. We are expected to have answers. We must also have information about the subscriber we are talking to. Provide front-liners with the tools and data, like Calix Support Cloud, to avail information they need to answer questions, troubleshoot issues, and really know who the customers are (what products they use, their connectivity settings and devices, how long they’ve been a customer, and more).  

4. Act like a leader. I once met an 18-year-old server at a pizza restaurant. I overheard another guest ask if he was the owner. Obviously, he wasn’t, but he wanted to know why the guest thought he was. The answer was, “You’re taking such good care of us, we thought you were the owner.” From that point on, he wanted to take care of every guest in such a way that they might think he was the owner. Our agents don’t need to be an owner (or manager) to act with authority. Empower employees to make good customer-focused decisions. The goal is for subscribers to feel as if they are talking to someone who can get problems resolved.

5. Everyone has an awesome responsibility. At any given time, one person on your support team (the one the subscriber is talking to) is representing your brand and every employee who works there. People will often say something like, “I love doing business with them.” That word “them” is usually referring to an individual. Let every employee know that, when they’re talking to a subscriber, they’re representing the entire brand and all their colleagues.

6. Be proactive. In general, customers want you to reach out to them when there is a problem—ideally before they even know about it. If you know about an outage, send your subscribers emails, text messages, automated calls, etc., to inform them of the problem and the progress you are making to resolve it. Creating an automated process to proactively inform subscribers will eliminate many incoming calls. 

7. Consistency. You can’t be great one day and just okay the next. Anything less than a consistent experience can erode confidence. You want subscribers to use the word always to describe their experience with you: “They are always knowledgeable,” or, “They are always so helpful and friendly.” That word, “always,” followed by something positive, lets you know you’re creating a consistent experience.  

Let’s close with an interesting trend that puts the spotlight on our customer/subscriber support. In the past, support has been seen as an expense. Today, many smart leaders recognize that a focus on service that meets and exceeds expectations can generate revenue. If we do it right, subscribers stay with us. They tell their friends and family—boosting your Net Promoter Score. They are more open to purchasing other products and services we offer. Our companies grow as a result of the way we take care of our subscribers, not just because we provide a good product. Customer/subscriber support doesn’t cost. It pays! 

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, researcher and New York Times bestselling author. As the chief amazement officer at Shepard Presentations, Shep works with clients who want to create amazing customer and employee experiences. For more information go to www.hyken.com.