The New Role of the Customer Experience Coordinator: Promoting Company Confidence

The New Role of the Customer Experience Coordinator: Promoting Company Confidence

Think about your last experience as a customer. You aren’t alone if it didn’t go well. According to a Forbes study1, U.S. businesses lose an estimated $62 billion in revenue each year due to poor service strategies. In a separate survey conducted by Salesforce2, a staggering 80 percent of customers said that their experience was as important as the product or service provided.

Retaining loyal and happy customers can be difficult, and generally, it isn’t because people are hard to please. Each customer wants a few simple things from you, but those basic needs can easily get lost in the shuffle without the right business structure.

What if the process were more streamlined? What if you employed a “keeper of next steps” who expertly ushered customers through the entire process—from that first phone call to the final invoice?

Enter the Customer Experience Coordinator (CEC). A CEC redefines customer service by embodying a new role that goes beyond that of a basic office assistant or appointment scheduler. The CEC is crucial to

Wooden blocks on a table with a smiley & frowney face, Customer Experience Coordinator: Promoting Company Confidence

every step in the sales and installation process, providing team support and meeting essential customer needs.

There are three key duties that set a CEC apart from the run-of-the-mill Customer Service Representative:

Promoting company confidence

Providing superior value

Listening to the customer

Promoting Company Confidence

Depending on your location, your business competes with dozens or even hundreds of others, so what makes yours stand out? Why are you the best, and more importantly, how do you communicate your expertise to customers? Promoting company confidence is a chief task of the CEC, who, upon answering that first phone call, acts as a liaison between the customer and your sales and installation teams.  The CEC learns about the customer’s needs and sets and oversees the sales and installation appointments to make sure things are running smoothly.

“[At BDR], we teach CECs how to implement a structured retail process that aligns with the courses owners and managers follow,” says BDR Service Coach Catherine Bares. Bares notes that a high level of CEC involvement illustrates the company’s overall capability and skill level. As the central point of contact, a CEC can answer complicated questions that evade a basic scheduler.

The CEC sets the foundation for the customer’s experience; are they creating an impression that coincides with your company’s values and culture?

How can a CEC promote confidence in your company?

  • Build trust – explain the process and follow through on commitments.
  • Have great communication – tell the customer what to expect and ensure all team members (sales, install, etc.) are aware of the customer’s needs and any company commitments.
  • Create a positive experience – Make the customer feel valued and important and take the time to listen to their needs.

In our next article, we’ll discuss the importance of providing superior value to the customer and the role the CEC plays in making that happen.

Want to master internal and external communication to drive customer satisfaction? Consider attending BDR’s two-day Customer Experience University workshop.

About the Author

Catherine Bares has over two decades of HVAC experience, primarily focused on service operations and sales. She held numerous positions over the years, from a dispatcher to a service manager and working her way up to general manager. While service is her passion, Catherine has proven total-company operations knowledge and has demonstrated her ability to manage, coach, train, and inspire.  Learn more about BDR at www.bdrco.com.

Want to know more about the customer experience and providing superior value?

1. Hyken, S. (2017, April 3). Are you part of the $62 billion loss due to poor customer service? Forbes. https://www.forbes.com/sites/shephyken/2017/04/01/are-you-part-of-the-62-billion-loss-due-to-poor-customer-service/

2. What are customer expectations, and how have they changed? (n.d.-b). Salesforce. https://www.salesforce.com/resources/articles/customer-expectations/

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