A People-First, Tech-Enhanced Approach to Customer Care

Shep interviews Jenni Hawkins, Vice President of Customer Care for Gas South. She discusses human-led customer service, employee engagement, and community involvement to deliver exceptional customer experiences.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:  

How can balancing technology and personal interaction improve customer loyalty?
How does a strong internal culture impact the overall customer experience?
Why is it important to offer customers a choice between AI tools and human interaction?
How can handwritten notes or personalized follow-ups boost brand loyalty?
How are emerging technologies like AI used to support, not replace, employees?

Top Takeaways:  

Human-led customer service creates stronger connections with customers. Even as AI and technology advance, many customers still want the option to speak to a real person, especially for sensitive or complex issues.
While investing in AI enhances the customer experience, providing easy access to human support helps build trust, resolve issues efficiently, and build customer loyalty.
While many companies are turning to AI and self-service channels to cut costs, the most effective approach is to use technology to assist, not replace, customer support teams. AI tools and chatbots can handle routine inquiries and streamline processes, allowing agents to focus on building relationships, offering empathy, and solving complex problems.
When it’s possible, employing customer care staff within the same communities they serve provides a significant advantage to both the company and its customers. Local teams have firsthand knowledge of regional regulations, weather patterns, and community-specific concerns. They can relate to customers on a more personal level, anticipate needs, and respond to unique local situations with empathy.
An organization's internal culture directly impacts the customer experience. When companies invest in their teams, employees become more engaged and committed to the company’s mission.
Low employee attrition and high job satisfaction translate into more engaged agents who use their experience and empathy to better serve customers and contribute to a strong, positive brand reputation.
Personal touches like sending handwritten or personalized cards after customer interactions make a lasting impression. Even when automation is used to scale these efforts, cards that reference specific details from the customer's experience strengthen the sense of genuine care and appreciation that employees and companies have for them.
The State of Customer Service and CX study shows that most customers prefer to use the phone to resolve issues, especially when something goes wrong. This preference cuts across generational lines and is even more needed for emotional or complicated customer concerns. Even though self-service solutions boost efficiency, providing an easy way to speak with a real person when automation is not enough prevents frustration with impersonal digital-only solutions.
Customers love to do business with companies that contribute to their communities and support local causes. When companies are transparent about their community engagement, whether it’s through financial contributions or volunteering, it not only makes employees proud to work there but also builds trust within the community.
When leaders consistently embody the business's values and mission and actively support both customers and employees, the effects are felt throughout the organization. Employees become brand ambassadors, invested not only in day-to-day tasks but also in the company's larger purpose. It creates a workplace where employees want to stay, and customers want to do business.
Plus, Jenni shares how Gas South has earned thousands of outstanding 5-star Google reviews. Tune in!

Quote: 

"Embracing technology is important, but customers should always have the choice to speak to a human when they need to."

About:  

Jenni Hawkins is Vice President of Customer Care at Gas South and has previously held leadership roles at Delta Air Lines, CBORD/Roper Technologies, and Delta Community Credit Union. Since 2021, Jenni Hawkins has helped Gas South achieve record customer satisfaction and thousands of 5-star Google reviews.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.  

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