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Trainer
A story that higlights a common problem: Inconsistent experiences
In conducting customer experience research for a Fortune 5 firm, Hank Brigman asked customer-facing employees to detail their customer service best practices. Many highlighted how quickly they returned customer phone calls. One employee's best practice was to return all calls with two hours, while another's was to call back within 48 hours.
So, a customer could receive a call back from the first employee in an hour and a half and the other in 47 hours. Drastically inconsistent experiences for the customer, yet both employees think that they are performing a best practice!
These type of inconsistencies occur all the time, frustrating customers while hampering organizational efforts to improve customer experiences.
It's all about improving the quality and consistency of Touchpoints through establishing standards and best practices
The key to delivering outstanding customer experiences, is improving the quality and consistency of Touchpoints; quality in terms of meeting needs, and consistency in delivery and image. And the key to improving the quality and consistency of Touchpoints is establishing Touchpoint standards and best practices.
Setting standards establishes performance expectations. Employees need to understand what the standards are in order to perform consistently. Without standards, the quality of Touchpoints is left to the individual employee. In other words, without established standards, the quality of a customer experience can be in the hands of your worst employee, or as in the above example, an employee that thinks calling back in two days is a best practice.
The solution: Touchpoint Optimization Workshops™
How can your department or organization improve the quality and consistency of Touchpoints? Touchpoint Optimization Workshops. This program was developed by Hank Brigman specifically to establish and implement performance standards across Touchpoints in order to improve the quality and consistency of internal and external Touchpoints.
Empowering staff and creating buy-in
This ongoing program distributes the setting of standards to those responsible for their Touchpoints. Each area of responsibility has their own representative Touchpoint Team. These teams make the Touchpoint standard recommendation for their area. This process empowers staff and creates buy-in, improving implementation at the Touchpoint level - Which is where the customer experience takes place.
Brigman teaches your organization his workshop program
Through training your staff to facilitate the workshops, leading initial workshops, and providing ongoing coaching and evaluation, Brigman delivers a structured program to dramatically improve customer-centricity that is both cost and time efficient. The result?
- Customer experiences that meet and exceed needs
- Consistency in the delivery and image of Touchpoints
- Greater efficiency and customer-centricity of internal processes, systems and policies
- Improvements in the quality and profitability of relationships are reflected in key metrics
Touchpoint Optimization Workshop Output and benefits
- Touchpoint inventory - Developing a better understanding of customer interactions and the Touchpoint paths (sequence of Touchpoints encountered) customers typically take
- Recommended Touchpoint Standards for approval and implementation - Enhancing professionalism and Touchpoint quality and consistency
- Best practices captured and shared for implementation when time or circumstances allow - Better enabling the ability to "wow" customers
- Internal process, system and policy optimization recommendations and implementation - Improving efficiency, customer-centricity and employee satisfaction
- Identification of strategic opportunities - Providing input for strategic planning
- Valuable employee orientation and training materials - Ensuring that improvements are long-term
- Providing a holistic mechanism for employee feedback and implementation - Application well beyond Touchpoint standards
Marketplace Results
- Consistently positive customer experiences
- Achieving differentiation
- Increasing sales, retention and referrals
Whatever your situation or need, Hank can help and there is no charge for an initial consultation. Together, you can decide if your organization needs:
- Coaching: Providing the experience and expertise to guide you or your department or organization through its efforts to improve experiences and loyalty
- Consulting: Hands-on consulting that can include situation analysis, setting goals and objectives, benchmarking, primary research, and evaluation and recommendations
- Implementation: Hank's proven Touchpoint Optimization Workshop™ program to determine and implement standards and best practices at the Touchpoint level
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News
Brigman to give keynote at Direct Marketer of the Year Award ceremony in The Netherlands.
Brigman receives rave reviews of two-day "how to" workshops on CEM implementation in both Singapore and Kuala Lumpur, Malaysia.
"This is the most valuable training in Service Excellence I have attended over my 15 years in the industry. It fits those who are hungry to learn directly from a guru who has walked the talk!"
Definitions
(click to display)
Customer Touchpoints
Customer Experience Management
7 Stages of the Customer Relationship Lifecycle (CRL)
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