The presentation began with the audience listening to heartfelt, recorded messages from Regence BlueCrossBlueShield customers. Here are a few of the comments they shared:
‘So appreciative of the work everyone is doing on my behalf’
‘I am so very grateful to you’
‘You guys are wonderful’
‘You are awesome’
‘I’ve never had an insurance company like this before’
Joanne Gholtston Vice President, Customer Service and Bonnie Hass, Director, Customer Service at Regence BlueCross BlueShield shared one way they analyze customer feedback – by randomly reviewing customer service calls.
How easy do you make it for customers to do business with you? asked Gholston. Complicated phone trees, impersonal messages, and legal disclaimers can drive your customers away. In fact, Gholston and Hass have done away with the recorded-message disclaimer. This doesn’t work for all companies in all states they commented. Know your market and do what you can to keep it personal.
‘Hard to hear’, ‘doesn’t sound happy’, ‘monotone voice’, and ‘no sympathy’ were some of the comments made by the audience in reviewing a recorded employee conversation. Gholston and Hass regularly share these calls with several departments within the organization. When listening to calls, Hass believes that 95% of multiple service calls for an individual customer occur as a result of poor follow-up.
Looking at the pros and cons of customer service calls was insightful. In listening to the last call, audience members commented that the employee was ‘personable’, ‘had energy, ‘gave information’ and ‘was engaged’. Isn’t this what we want from all of our customer reps? Gholston and Hass challenged the audience to go back and listen to customer service calls and find ways to add more value for their customers. Simple advice, BIG results.