{"id":47208,"date":"2020-05-26T09:11:13","date_gmt":"2020-05-26T16:11:13","guid":{"rendered":""},"modified":"2020-05-26T09:11:13","modified_gmt":"2020-05-26T16:11:13","slug":"customer-intimacy-at-a-distance","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-us\/industry\/microsoft-in-business\/customer-experience\/2020\/05\/26\/customer-intimacy-at-a-distance\/","title":{"rendered":"Customer intimacy at a distance"},"content":{"rendered":"

Dr. Marie Hartwell-Walker defined intimacy as\u00a0<\/span>follow<\/span>s<\/span>:<\/span>\u00a0\u201c<\/span>Intimacy means deeply knowing another person and feeling deeply known.\u201d<\/span>1<\/span>\u00a0<\/span>W<\/span>e\u00a0<\/span>may not be able to<\/span>\u00a0precisely define<\/span>\u00a0intimacy,<\/span>\u00a0but<\/span>\u00a0it\u2019s<\/span>\u00a0a feeling we know when we\u00a0<\/span>experience\u00a0<\/span>it.\u00a0<\/span>\u00a0<\/span><\/p>\n

With the backdrop of human intimacy, what is customer intimacy? Ashley Greene defined customer intimacy as \u201ca measure of your awareness of \u2014 and alignment with \u2014 your customers\u2019 needs and values.<\/span>\u201d She explains,<\/span>\u00a0<\/span>\u201c<\/span>Customer intimacy goes beyond talking to customers. It\u2019s about a two-way connection: their perception matters. And you can\u2019t be customer centric without cultivating customer intimacy.\u201d<\/span>2<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

These are important perspectives, but as practitioners we need to\u00a0<\/span>move from<\/span>\u00a0this<\/span>\u00a0conceptual view to\u00a0<\/span>real<\/span>\u00a0execution<\/span>.\u00a0<\/span>When it comes to delivering service to customers, s<\/span>uccessful companies need to create intimacy while also constraining customer relationship budgets<\/span>. By their very nature, self-service technologies create distance<\/span>,<\/span>\u00a0since\u00a0<\/span>the face of\u00a0<\/span>your\u00a0<\/span>company becomes a chat bot, or a website, or an interactive\u00a0<\/span>voice response experience<\/span>.\u00a0<\/span>To\u00a0<\/span>counter<\/span>\u00a0the sense of isolation that<\/span>\u00a0technology can\u00a0<\/span>bring<\/span>, how can a company create a sense of intimacy\u00a0<\/span>at a distance?<\/span>\u00a0<\/span><\/p>\n

Not all\u00a0<\/span><\/b>activities are created equal<\/span><\/b>\u00a0<\/span><\/p>\n

Let\u2019s\u00a0<\/span>consider<\/span>\u00a0two\u00a0<\/span>common customer service\u00a0<\/span>experiences<\/span>: checking the balance of my bank account and\u00a0<\/span>receiving a notice for a late loan payment.\u00a0<\/span>The way\u00a0<\/span>I\u00a0<\/span>react to these two situations offer<\/span>s<\/span>\u00a0<\/span>a particularly important<\/span>\u00a0lesson on the need for customer intimacy\u00a0<\/span>to deepen the overall customer relationship.\u00a0<\/span>\u00a0<\/span><\/p>\n

Most of the time, when\u00a0<\/span>I\u00a0<\/span>want to know\u00a0<\/span>my\u00a0<\/span>current bank balance,\u00a0<\/span>I\u00a0<\/span>actually feel<\/span>\u00a0better about the relationship when\u00a0<\/span>I\u00a0<\/span>don\u2019t\u00a0<\/span><\/i>have\u00a0<\/span>to talk to another human<\/span>. I want to be isolated, in a sense. Conversely,\u00a0<\/span>when my loan payment is late<\/span>\u00a0(perhaps I received a late notice), I want to talk to somebody. The same self-service\u00a0<\/span>experience that delighted me when I wanted to\u00a0<\/span>find my bank balance became a major source of dissatisfaction for my loan issue.\u00a0<\/span>\u00a0<\/span><\/p>\n

Thus, customer intimacy must\u00a0<\/span>consider<\/span>\u00a0the amount of stress or other factors of importance a person places on\u00a0<\/span>an activity<\/span>\u2014think<\/span>\u00a0of it as a continuum\u00a0<\/span>from low<\/span>\u00a0<\/span>importance<\/span>,<\/span>\u00a0such as a balance inquiry<\/span>,<\/span>\u00a0to high importance<\/span>,<\/span>\u00a0such as<\/span>\u00a0resolving<\/span>\u00a0the missing loan payment. Each of these customer journeys has a lifecycle,\u00a0<\/span>and the emotional content\u00a0<\/span>of the journey determines the type of support required.\u00a0<\/span>\u00a0<\/span><\/p>\n

Calibrating the\u00a0<\/span><\/b>l<\/span><\/b>ive\u00a0<\/span><\/b>e<\/span><\/b>xperience<\/span><\/b>\u00a0<\/span><\/p>\n

As the stress or importance of an activity increases,\u00a0<\/span>people<\/span>\u2019s<\/span>\u00a0need for connection also increases.\u00a0<\/span>A live chat may be enough for a less\u00a0<\/span>important need, whereas extended retirement planning\u00a0<\/span>will require a much higher bandwidth\u00a0<\/span>or communication\u00a0<\/span>experience.\u00a0<\/span>Intuit has offered\u00a0<\/span>a\u00a0<\/span>video chat experience to help taxpayers file their return.\u00a0<\/span>Allstate offers multi-tiered\u00a0<\/span>level<\/span>s<\/span>\u00a0of\u00a0<\/span>interaction<\/span>\u00a0as customers file a first\u00a0<\/span>notice of loss for an accident<\/span>, mixing automated support with appropriate live support as the customer pursues the\u00a0<\/span>claims journey<\/span>.\u00a0<\/span>For any company, a danger to the customer relationship\u00a0<\/span>occurs when<\/span>\u00a0they do not provide the right level of live support\u00a0<\/span>throughout the<\/span>\u00a0customer journey and the customer ends up escalating to a higher-bandwidth channel. Channel ho<\/span>p<\/span>ping\u00a0<\/span>is a sign that the company is not providing\u00a0<\/span>the right experience<\/span>,<\/span>\u00a0and\u00a0<\/span>this<\/span>\u00a0becomes\u00a0<\/span>a major dissatisfier for customers.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"Customer<\/p>\n

This continuum of low<\/span><\/span>–<\/span><\/span>\u00a0to high<\/span><\/span>–<\/span><\/span>involvement channels is\u00a0<\/span><\/span>also aligned to the emotional investment at any point in the journey,\u00a0<\/span><\/span>with your company gaining insight from\u00a0<\/span><\/span>each\u00a0<\/span><\/span>point in the\u00a0<\/span><\/span>journey\u00a0<\/span><\/span>to calibrate the experience. This is where you can start creating a higher sense of intimacy<\/span><\/span>,<\/span><\/span>\u00a0even at a distance.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

\"woman<\/p>\n

Microsoft\u2019s suite of customer relationship tools support all the digital as well as live experiences to\u00a0<\/span>allow you to calibrate experiences across a customer journey to raise\u00a0<\/span>the level of customer intimacy even at a distance. Microsoft has introduced the\u00a0<\/span>HoloLens<\/span>, a\u00a0<\/span>channel experience that allows\u00a0<\/span>a high<\/span>–<\/span>bandwidth engagement to\u00a0<\/span>increase collaboration despite distance<\/span>.\u00a0<\/span>Artificial intelligence and analytics are designed\u00a0<\/span>to\u00a0<\/span>extract insight from each activity and each journey<\/span>.\u00a0<\/span>Insight allows you<\/span>\u00a0to calibrate each touch point in the journey to best create\u00a0<\/span>robust and intimate customer engagements.\u00a0<\/span>\u00a0<\/span><\/p>\n

A great example\u00a0<\/span>of a company creating intimacy at a distance is Spatial.io (<\/span>www.spatial.io<\/span><\/a>). They have\u00a0<\/span>used<\/span>\u00a0HoloLens\u00a0<\/span>to create<\/span>\u00a0a\u00a0<\/span>new, more immersive experience<\/span>. It foster<\/span>s<\/span>\u00a0collaboration in a new way that encourages a closer, more intimate relationship.\u00a0<\/span>\u00a0<\/span><\/p>\n

While the level of intimacy of any journey is always balanced against\u00a0<\/span>corporate budgets, companies do have the opportunity to create intimate relationships despite<\/span>\u00a0being separated by distance<\/span>\u00a0and constrained by resource limitations.\u00a0<\/span>Those who undertake their own journey to create intimate customer journeys will be successful in the future.\u00a0<\/span>\u00a0<\/span><\/p>\n

Learn how you can earn customer<\/span>s<\/span>\u00a0for life \u2013 request a personalized demo\u00a0<\/span>of Dynamics 365\u00a0<\/span>now.<\/span>\u00a0<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Dr. Marie Hartwell-Walker defined intimacy as\u00a0follows:\u00a0\u201cIntimacy means deeply knowing another person and feeling deeply known.\u201d1\u00a0We\u00a0may not be able to\u00a0precisely define\u00a0intimacy,\u00a0but\u00a0it\u2019s\u00a0a feeling we know when we\u00a0experience\u00a0it.<\/p>\n","protected":false},"author":438,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","_classifai_text_to_speech_error":"","footnotes":""},"categories":[1545],"post_tag":[1599],"content-type":[],"coauthors":[1221],"class_list":["post-47208","post","type-post","status-publish","format-standard","hentry","category-customer-experience","tag-financial-services"],"yoast_head":"\nCustomer intimacy at a distance - Microsoft in Business Blogs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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