Must a good sales or service rep know how to handle a customer from start to finish? In this day and age, is that even possible? Rami Jaulus, NGG CEO, believes that it is virtually impossible for organizations to recruit, train, and finance such superman. So what’s the solution?
Several decades ago, banks tried to focus their attention on customers by providing every customer with a personal banker. Before long, the banks realized they would need at least ten times the number of bankers they had, and therefore looked for other mechanisms for personalized service.
Over the years, the personal banker changed. Every segment received responses from a team of service providers, and resources were allocated depending on the importance of each segment. There were still customers who received personal bankers, but for the vast majority there was nothing personal about the new situation. Service providers would usually not know the customers and so service was not personalized and the potential was left unfulfilled.
So what is the solution?
The answer lies in several dimensions:
- Knowing the characteristics and needs of the customers through the information continuously gathered by the company’s systems.
- Using technology that makes all information, tools, and services accessible in the right way to customers for self-service.
- Making available expert service providers and/or sales reps highly skilled in using the organization’s systems.
- Making available highly skilled personal service providers and/or customer portfolio managers designated for highly valued customers with a preference for personal service.
Personal service providers and the personal banker have become virtual omni-channel
Sales reps have become focused experts with an excellent ability to use the advanced systems and tools the organization places at their disposal.