MAIN INSIGHT 19
Ali Miller
DIRECTOR OF SALES
How can companies improve their customer service in today’s digital-first environment?
When it comes to marketing and sales, digital-first is all about meeting your customers where they are, and there are multiple ways to do that. If you are selling a product, you want to ensure that you have the relevant information for your customer at that point in their journey on your website. You also need to take social media and webinars into consideration with how accessible your product is for the digital age.
Given that the opportunities to touch customers from a human perspective are less, is it more important than ever to do this right?
In an ideal world, we want this to be a one-call process. If we are meeting the customer where they want to be met, at the right time and with relevant context about them, then we should really quickly be able to add value through empathy and create an experience that's not just useful but actually enjoyable.
For this reason, I am a real advocate of DISC profiling. I believe it really helps–both internally and externally. If you have a half-hour conversation with someone, by the end of it, you want to at least decipher which DISC profile applies to them so that you can appropriately answer them.
We should really quickly be able to add value through empathy and create an experience that's not just useful but actually enjoyable.
I think this is where the human role makes the biggest impact–helping the customer make a decision whether the product is the right solution for them or not.
In your opinion, what role do humans play in today’s digital-first market?
I believe humans play the biggest role assisting the decision-making process. Regularly, we see people start projects with absolutely the best of intentions–they look at tours and do their research. But sometimes things just happen–people get busy or the project stops being a priority. At this point, if you have a good product, it’s unlikely you’ll lose to your competitors, but inertia is still a risk. I think this is where the human role makes the biggest impact–helping the customer make a decision whether the product is the right solution for them or not.
Hotjar equips product teams with Product Experience Insights, showing them how users behave and what they feel strongly about, so those teams can deliver real value. Their team works on the compelling challenges that come with large-scale web traffic and analytics, on a product that has a real impact on the thousands of users we support around the world. They work in an agile environment, 100% remotely, and actively encourage both personal and professional growth.
