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Hello everyone. And welcome to our CX heroes webinar on
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five successful habits of a CX hero. We’re really excited
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today, all the way from Sweden to have Katarina Cervell
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and Jacob Dalnäs from Sappa. So, welcome to you both.
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Jacob is CX hero. So, congratulations Jacob for being named
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CX hero. We’re really excited to have you here, and
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later on, in the webinar, we’re going to have you
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tell your story of what earned you this distinction. But
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before we start off, Katarina, I’d love to have you
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tell us a little bit about Sappa. Absolutely. I’ll do
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that. Sappa is the fourth largest telecom company in Sweden,
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and we deliver TV, broadband to our customer throughout Sweden.
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And we also deliver digital care services for elderly people.
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So, they can stay at home longer and feel safe,
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and their relatives can feel safe. And our mission is
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to be the most customer- friendly company in Sweden.[crosstalk 00:01:
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25]- That sounds great. Yeah. That sounds great. Well, we’re
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really excited to have you here and excited to dive
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into what makes an effective CX hero. So, as we
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get a little deeper into the webinar here, you’re going
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to learn five ways to improve customer service and establish
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successful habits that you can use every day. You’ll be
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able to” Establish skills that every agent should have.” We’ll
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show you how to” Handle difficult customers with finesse,” how-
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to” Recognize and reward your agents,” how- to” Turn customers
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into brand advocates,” and how- to” get personalization right for
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your customers.” So, without further ado, let’s jump right into
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it. The first habit is establishing a set of skills
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that every agent should have. And as you see on this
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slide here, we have listed 10 skills that we at
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Genesys feel are really important skills. These are certainly not
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every skill, but this is a really good, basic set
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of skills that we think are important. So, as you
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have a chance to look at this Katarina from your point
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of view, which two of these skills do you think
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are the most important to providing good customer service? Or
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if you see a skill that’s not on here, is
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there something that’s missing here that you think is an important skill?
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Yeah, I would like to choose all of them, but
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I would like to keep it to a smaller[ inaudible
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00: 02: 55]. In order to reach our vision, that
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is to be the most customer- friendly company, I think
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that it’s very important that advisors like Jacob is a
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good listener to the customer and also to be assertiveness
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to the customer’s needs and also get on the same
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level as the customer. So, that’s very important, but I
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think the most important thing for us is that our
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advisors are genuine and themselves because that’s creates a relation
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with the customer and that’s very, very important for us.
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Yeah. That makes a lot of sense. That authentic bond
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with a customer that lets them know that you’re truly
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listening to them and you truly understand where they’re coming
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from. Yeah. Yeah. Jacob, what about you? You are talking
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to customers all the time. Looking at this list here,
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which two skills are most important? I think I put
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the two of them together as one actually, and it’s
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listening and attentiveness. I put this one because I think
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they go kind of hand in hand. I think it’s
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very important to listen and to also pay attention because
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then you can pick up the things that the customer
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is maybe not telling you because, in my experience, they
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don’t give their every need at once when they call
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you because they might be nervous or they have waited
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for a long time. So, it’s about reading the signals
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and just listening and paying attention to what they say.
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And then you can find many more needs than the
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one recent, that they are calling you. And after that,
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it’s resourcefulness that I took because when you listen and
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you find all the things that the customer needs, then
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you also need to be creative to solve the issue.
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Because many times it’s might not be our services that
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is the best solution for the customer. It might be
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something else. So, you will have to be creative and
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see in what way you can help the customer. And
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I also want to agree with Katarina on being on
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the same level as the customer is important like you
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speak the same language. And so you kind of have
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to be like a chameleon. You have to adapt to
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who you talk to and speak their language. So they understand
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you and that you feel a special connection with them.
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And of course, it has to be genuine also. I
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think you can tell very clearly when someone is reading
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from a script or they have been trained to say
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certain things. So, it needs to come from the heart too.
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That makes lot of sense. It sounds from hearing you
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talk, an important part of it is not only listening
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to what they say but picking up cues on understanding
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what they’re not saying and trying to fill in the
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blanks for other things that they might need to. Is
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that right? Yeah, absolutely. And we hire personalities like Jacob
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here, so… That’s great. Well, I think that’s really good
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advice here. So moving on to habit number two. One
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thing that I think anyone who works in customer service
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has dealt with is handling difficult customers. And handling difficult
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customers with finesse and treating them well is a real
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skill in and of itself. 95% of customers tell others
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about a bad experience. So, a customer that has a
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bad experiences is likely to complain about it. So, it
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makes it all the more important to be able to
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deal with the customer who might not be in the
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greatest mood or might not be in the greatest situation
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and try to get them to a good spot. So,
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Katarina, how does Sappa, as an organization, how do you
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train advisers to deal with frustrated customers, and what’s your
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overall philosophy on helping customers who might be frustrated or
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in a bad place? First of all, we work with
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a professional coach. We worked with Jessica for several years. And
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she comes to our office every third week, not now,
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but now we do these digital, but she comes to
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the office every third week, and she trains and develops
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our advisors. And there’s a really good relationship between this
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coach and our advisors. And it’s a lot about listening
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to the customer and getting the customer to understand that
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we have a common goal with this conversation we’re going
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in the same direction. So, we need to be on
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the same side. So, we work a lot with that.
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And then it’s very interesting because there is a customer
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survey in Sweden, that’s called Swedish… Quality Index. Yeah. Quality Index. Thank
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you. And we are the only company in telecom business
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that has a positive effect on with contact with the
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customers. So, for often when they call us, they could
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have a problem, or they can ask question, but although
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frustrated, they are very happy after they’ve been talking to
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us. And we are the only companies that has that. So,
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our advisors are very good at talking and listening and
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understanding and get on the same level, the same page
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as the customer. So, we train a lot, and they
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are helping each other also. Yep, that’s great. And Jacob, how
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about you? You are on the front lines everyday dealing
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with customers. I’m sure you’ve had your fair share of
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experiences with customers that are not the happiest. Absolutely. What
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do you find that works best? I think mostly you
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have to make the customer just understand that you are
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on the same side. And here in this situation is
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probably the most important out of any situation to speak
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the same language as the customer. If he calls in
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and he’s pissed off at Sappa, then I will be
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pissed off at Sappa too. And if he’s pissed off
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with my colleague, I will also be pissed off with
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my colleague. And I will agree with him, and we
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will speak the same language. Of course, I won’t throw
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anyone under the bus, not the company or my colleagues,
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but I think it’s important to show the customers that
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we are not getting defensive when things are going wrong.
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We accept that things can go wrong, and we take
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responsibility in those situations. So, usually an angry customer, I
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usually try to take as a challenge. And the challenge
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is that before the customer hangs up, we are going
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to be on the same page, even if he didn’t
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get as he wanted or I didn’t get as I
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wanted, then we can still be on the same page
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and understand each other. And as soon as they start
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to realize that I am the solution to their problem, they
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usually start to bring their guard down, and they have
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a different attitude. So, it’s just a matter of bringing
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their guard down and being on their side. So you really need
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to be able to demonstrate some empathy and show them
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that you not only understand logically what their problem is
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but that you feel for them. Right. Yeah. You are understanding
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where they’re coming from emotionally. Yep. Yeah. That’s great. Well,
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that’s[crosstalk certainly[crosstalk 00:11: 20]… That was something that our customer was
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asking for. When Sappa was started, I wanted a warm and
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friendly supplier, and that’s really what this guy started giving our customers.
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And you, Katarina. I’d love to hear you talk about that
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just a little bit more. Sappa has a really great reputation for being
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able to deliver customer service. Isn’t that right? Yeah, that’s
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right. We have been two years in a row, we
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have had the first place in the survey, like I
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told you before. And the customer thinks that we are
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really doing what we are saying in our corporate values.
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We are being friendly to the customers. We are listening.
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We are being the worker. We go the extra mile
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for the customers. So, we’re really doing what we are
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saying in our values and our culture. We’re really living
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the culture internally, and the customer can feel it all
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the way. So, that’s nice. We actually have a good
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quotation from our CEO because he tells us on a
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regular basis to always think no corporate bullshit. And it’s
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just funny to hear something like that from your CEO.
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It shows the difference in the values. Yeah. And I think customers
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can tell that difference too. And your reputation, I think,
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is known in Sweden as an organization that cares about
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customer service. And this leads us… I think it’s a
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really great segue into the third habit, which is making
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sure that you recognize and reward agents for doing a
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good job. The CX heroes program is all about recognizing
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advisors and agents who go above and beyond to provide
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great service. And Jacob… Jacob, excuse me, congratulations on being
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named CX hero. We at Genesys are really excited to
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have you as a CX hero. And I think Sappa’s
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reputation for great customer service was part of what led
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to the story that led to you becoming a CX
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hero. I would love to have you tell us your
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story that got you this honor. Yeah. Of course. We
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are always encouraged to help our customers as much as
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we can, even if they don’t call and have a problem
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with our services, we always try to help them. And
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this time it was a customer that called, and I
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asked her to just normal, and he sounded a little
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shooked on the phone. And he was explaining to me
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that he was too scared to go out on his
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balcony here. He really needed help because he had find
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a wasp nest on a balcony, and he didn’t want
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to go out. So, I didn’t think… I thought it
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was a little bit strange that he called, but we
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are always encouraged to help them either way. And so,
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I was thinking what I would do myself in this
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situation. And I am very scared of wasps, so I
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could really feel his emotions. Sappa is not a pest
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control company at all. No, actually we’re not. But he
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had found our phone number outside where he lives because
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we handled the TV. So when he found our number
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and, but he had called us before. So, the first
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thing I said to him was that” We are your
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TV supplier, just so And he said,” Yeah. Yeah, I
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know. But you always answer, and I just panicked. So,
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I called you.” So, then I just said,” Of course,
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of course, we will help you.” He counts on our
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help. We will give it to him. So, I started
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to look in on the internet for exterminator in this
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area, and I called the exterminator just to see if
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they are open and see if they could handle this
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type of business. And I called up the customer, and
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I transferred him to the exterminator so he could speak
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to them directly. And I don’t know what happened after
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that, but I hope they helped him out. I love
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that story. And what a great example, Jacob, of you
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having the sense of empathy to understand and really feel
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what the customer is going through and to take action.
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So, not only that but the fact that you have
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contributed to a culture overall where Sappa has the reputation
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of that customer knew to call you because Sappa always
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answers and always helps to solve his problems, which I
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think speaks both individually to your work and also to
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the culture that Sappa has created. So, Katarina, I’d like
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to ask you what does Sappa do to create this
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culture and to help reward your advisors for delivering great
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service? Oh, we do a lot of things. As I
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told you before, we have this individual training very good for the customers,
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and also for the advisors, it’s make them grow. Then
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we also encourage them to see possibilities inside the company.
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And we have a lot of advisors working in my
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IT sector or economy. So find new opportunities in the
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company. Then we also have something called Sappa awards. So,
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once a year, you have the chance to nominate your
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colleagues to Sappa awards. And there are different prices that
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you can win, like being the Sappa ambassador. Jacob is
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an example of being a Sappa ambassador you’re going outside the
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box. You help someone, and you deliver every day, every
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hour when you are work. So, we have a lot
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of things that we’ll do, and we even have the
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co- worker all the week and lots things that we
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do. That’s great. So, Jacob, I have to ask you,
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is that the most unusual call that you’ve ever received
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or have you had calls that were even more unusual?
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I think probably the most in terms of what I
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needed to do in terms of helping him, it’s probably
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the most outside of my comfort zone. But since we
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always encourage people to help the customer, no matter what,
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we have some of these calls pretty regularly where we
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go outside of our comfort zones to help them. We
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had even customers who calls from a rival company, they
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have a TV box from other company, and then we
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help them with their box because they could never get
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ahold of customer service. So, there’s many situations like this,
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which just makes it very fun. So yeah, this was
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probably the most strange. That’s a great one. We also
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have customer sending us picture on how the cable goes
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in their apartment. So, they follow the cable and send
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the picture all the way. And that’s very interesting because
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a lot of pages with just photos of the cables.
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That does sound unusual. Yeah. Yeah. Well sort of following
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along the same topic here, the fourth habit is turning
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customers into brand advocates. As I think both of you
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just talked about great customer service and customer experiences create
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brand loyalty. So, what sort of strategies, Jacob, as an
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advisor dealing with customers every day, what sort of strategies
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do you use to nurture that relationship? To build those
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relationships with customers. To make them into more loyal customers
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and to deliver them the service that they need? Yeah. The
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thing is that I am in my role as a
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customer service agent, I am a hundred percent comfortable, and
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it’s because I get encouraged to be genuine with the
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customers. They don’t give me any scripts or anything. I
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have a free hand to talk how I want and
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to help the customer in what way I want. And
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it makes me comfortable in my role. And I think
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this is something that customers can tell and it makes
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a more comfortable situation for them too, because they feel
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like they can be equally genuine towards me. And they
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can talk to me just how they want. If they
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get angry, they can scream at me, and I will
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still treat them with respect. And even if they come
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in with a negative attitude and wants to complain, they
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still can make their voice heard. I will understand them.
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And I will say that I will send their thoughts
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to the right person and just to show them that
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no matter what, I will take their opinions serious and
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I will listen to what they have to say. And
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we also encourage our customers to speak up when they
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have opinions of us, whether if it’s positive or negative
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because every month, we do a customer survey where they
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can just tell us what they think about us. And
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then we have an option where we ask them if
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it’s okay that we contact them in terms of the
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survey they filled in. So, right then, we have many
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people who experienced problems, but maybe they were too scared
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to call, or they didn’t have time. And they make
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their voice heard, and we make an effort to contact
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them and make our relationship better with them. And I
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think that makes them feel respected and listened to very
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much. That’s great. Katarina, we’d love to hear your thoughts
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on this too because obviously Sappa has created a culture
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where nurturing customer relationships is important. What are your thoughts
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on this? As I said many times, our strategy is
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to deliver the most customer friendly services and to do
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that we take our calls in one minute and that’s
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something that our customers love. And we also answer in person, so we don’t have a… what do
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you call it? Button? Yeah, we don’t measure how long
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we talk to the customers Yes, no,[inaudible. no[inaudible 00:23:13]. Oh yeah. Many
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customer services. When a customer calls, they have to press
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one to get to one of departments, or they have
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to press two to get to another department. We don’t
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have anything like this when they call, they come directly to
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us, and can speak to us and we won’t transfer
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them to some other place. We answer on every question.
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And that’s very unique for a company in this business
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and then we also, like Jacob said, we don’t measure
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the length of the conversation that the advisor has with
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the customer. So, it’s a very good opportunity to create
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a relation with the customer. And that makes the customer
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feels unique and taken care of. And then we’ll also
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do a fun thing. We write handwritten congratulations to all
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our customers that are turning 30, 40, 50 up to a
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hundred year. And when they turn 100, they get a
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special card and a little bit special treated. So, that’s
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something unique that we do. But we also are very…
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it’s very important to create the relation with the customer
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because that makes the customer absolutely feel unique. Absolutely. I
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love that. And I think that’s a really great segue
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again, into our fifth habit, which is personalization. You talked
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about sort of recognizing birthdays for customers. So, the fifth
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habit here is getting personalization right for your customers. Just
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highlighting the statistic here.” 79% of customers feel like a
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generic customer rather than a unique individual when they call
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in for customer service.” I think what that shows us
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is that customers want personalization to be able to simplify
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the interactions that they have with businesses. And they’re beginning
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to be introduced to new levels of personalization. So, when
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they call in or chat in or text in to
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customers, they’re beginning to see ways that they can experience
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personalization and in a whole new way. And they’re starting
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to expect that more and more from every organization. And
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a lot of those tools are making jobs for employees
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much better, being able to match agents and advisors to
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customers and situations that are more matched to their skills
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and availability, which allows agents and advisors to feel more
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successful. And to be able to handle situations with confidence,
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because they know they’re matched with customers that they’re going
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to be able to help more clearly because their skills
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are suited to it. So, I think there’s a lot
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of really exciting things happening in this field. This is
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something that Genesys is really passionate about, and I know
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personalization is really important for Sappa. Jacob, talk a little
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bit about making that experience feel personal for customers and
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why it’s important when you’re talking with customers to make
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it feel personal for them. Yeah. I think it goes
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back to the strengths of a customer service worker that
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we talked about earlier, like being a good listener, for
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example, is something I think is very important for making
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the customer feel a unique because if you are a
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good listener and you are attentive and can pick up
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many details, then later on in the call, when you
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present your solution or the problem, you can present a
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more broad solution that fits more of the customer’s needs,
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even things that maybe he or she didn’t express to
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you at first. And I think that’s makes them feel
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listened to it makes them feel like I’m not just
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sitting here and let them information come in here and
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out here, I take it in. I listened to it,
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and I tried to present my solution according to what
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needs she has. And also, I think it’s like we
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talked about to speak the same language as the customer.
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If I’m talking to someone who is a little bit
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older, I usually speak slower and more clear so they
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can understand me. I might even use some old school
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words. If I’m talking to someone younger, I talk a
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little bit faster. Maybe use some slang words here and
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there. And then I think this makes them feel more
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comfortable and it also makes them feel respected, I think.
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That’s really great advice. I think that makes a lot
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of sense and shows real connectivity. Katarina, why is it
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important for Sappa to create those personalized experiences for customers?
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You talked a little bit before about things like sending
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birthday greetings that’s obviously a core part of your culture.
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Why is that something that’s important? It’s important to Sappa because that’s the kind
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of company we would like to be when Sappa was
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started. Like, I told you, asking the customers what kind
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of supplier they wanted. And this was a place on
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the market that was free to be a warm and
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friendly company and give the best customer service. So, that’s
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very important for us that the customer really feels that
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we are not just treating them like customers, but they
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are our friends and, we are interested in them when
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we talk to them, we are not just interested in
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solving the problem and the conversation. Like you heard Jacob
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asking before,” What team do you cheer for?” That’s something
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that I often hear when our advisors talks to the
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customer.” What football team do you cheer for?” And,” What
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is the name of your dog?” If you hear a
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dog barking. So, they are really interested in the company
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and that creates a good feeling for the customer. Absolutely.
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And it’s also make the job much more fun, I
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think[inaudible 00:29: 36]. Yeah. Absolutely. It makes it much more
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fun than you get more and comfortable yourself. And you feel
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like you are not forced to be at work. I
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can be myself. And the biggest receipt that we get
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from our customer is because we mentioned the survey that
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we were voted the best customer service two years straight
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at the Swedish Quality Index. And this is actually the
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biggest customer service in Sweden. So, it’s the customers themselves
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that give rates on everything from a service to technology,
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to how you are as a brand. They vote on
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everything. And it’s a very big thing. So, it’s the
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customer’s own words that we are the best in customer
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service and two years straight. That’s great. And boy, that’s
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the best endorsement you can get. And I loved hearing
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both of you talk about, not only does this make
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the customers feel more comfortable. So not only is personalization
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important to make them feel comfortable. But Jacob, hearing you
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talk about the fact that it makes you enjoy your
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job more. Right? You feel like you are able to
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be yourself. It speaks to the strong, strong benefits of
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being able to connect with customers in that way.[crosstalk And it’s really great[crosstalk 00:31:
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05]- Looking at how we working, we always make it
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like a team. It’s very important to have a team
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feeling in the company. So, it’s not me, myself, or
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I. It’s the team that’s important. And that’s also a
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way to make it feel good for the customer. You
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always have someone to ask, or that could help you
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if you have a problem with the customer or the
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customer’s problem, you always have someone to support you. Yeah.
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Everyone is willing to help. Yeah.[crosstalk 00:31: 43]- That’s fantastic. Yeah. That’s great.
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00:31:47,360 –> 00:31:51,380
Well, it’s been so great, Katarina and Jacob, getting your thoughts
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on the importance of delivering great customer service and great
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customer experience. Just going through our summary here, kind of
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the key points here, making sure you hire the right
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type of people for your business and provide them with
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the proper training. customer service can be tough, and it’s
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important to reward your agents and advisors. And it’s important
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that customer experience and customer service work together to create
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brand loyalty. And we just talked about the fact that
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using personalization to improve customer experiences is key. It’s not
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just about delivering more ads. But it’s about really connecting
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and making those customers feel comfortable and making employees feel
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more rewarded in their jobs and leading to more customer
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loyalty, which is really, really important. So, if you have
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listened to this and you’re inspired as someone who is
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in customer service, and you’ve got a story that you
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want to share, or if you work with someone that
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you believe is worthy of being nominated as a CX hero,
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we encourage you to nominate, be part of the program,
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be recognized as CX hero just as Jacob was. So, I
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want to thank everybody for joining us. Here’s our details
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right here. You can reach out via our website or
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give us a call or contact Jill. Hundley@ genesys. com,
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and she can get your nomination in. But Jacob and
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Katarina, I want to say thank you so much for
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joining us on this webinar. I think your thoughts were really
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great to get, and I think inspiring to me and hopefully inspiring
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to everybody that listened. So, thank you both so much
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for joining. Thank you. Thank you very much. We had a very good time. Yeah. It
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was fun. Absolutely. It was a lot of fun. Thank
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you so much and thanks everybody for listening. Thank you. Bye.