A Defining Time for Human Connection in Customer Service | Salena Scardina | TEDxFortWayne

Summary

This inspiring narrative explores the journey of a customer service representative who reflects on the evolution of the industry. From a childhood paper route to a career in business and technology, the speaker highlights the importance of empathy, human connection, and innovation in customer service. They advocate for elevating customer service as a respected department within companies, emphasizing the need for genuine human interaction alongside technological advancements. The speaker urges that by training representatives to empathize and connect with customers, the future of customer service can be transformed, making it a fulfilling and essential role in the workforce.

Takeaways

• 😀 Customer service roles are often underestimated, but they share the same fundamental qualities as any other job: empathy, connection, and purpose.
• 😀 The speaker's journey into customer service began unexpectedly, even though they initially did not plan to be in this field.
• 😀 At the age of 13, the speaker demonstrated early signs of customer service traits by thoughtfully delivering newspapers to customers.
• 😀 Technology and customer service were both crucial to the speaker's early career, as they developed a love for both areas.
• 😀 The speaker went on to earn a business degree, initially believing they would work in fields like marketing or IT but eventually landing in customer service.
• 😀 Despite aiming to move out of customer service, the speaker remained for 20 years, learning the human side of the profession and evolving with technology.
• 😀 One defining moment for the speaker was a call with an elderly gentleman on Thanksgiving, which highlighted the importance of human connection in customer service.
• 😀 While technology has evolved, the human connection in customer service has stagnated, creating a significant opportunity for improvement.
• 😀 Customer service must evolve beyond its transactional nature and focus on empathy, understanding, and kindness.
• 😀 There are currently three million customer service representatives in the U.S., and if they are better trained and empowered, they can transform the customer experience.
• 😀 The speaker emphasizes that customer service needs to be elevated to the same level of importance as departments like IT, marketing, and digital engagement.

Q & A

What did the speaker ask the first graders, and what was the expected response?

The speaker asked the first graders how many of them wanted to grow up and be customer service representatives. The expected response was zero, as most first graders would likely express a desire for roles that help people and offer purpose, rather than specifically choosing customer service.

How did the speaker initially view customer service as a career, and how did that change over time?

The speaker did not initially plan to pursue customer service. However, after working in a customer service role, they found purpose in the job, realizing that empathy and human connection were crucial components of the work. Over time, the speaker grew to appreciate the role and its impact.

How did the speaker’s early experiences shape their understanding of customer service?

At the age of 13, the speaker had a paper route where they focused on ensuring the customers' experience was positive, such as delivering newspapers in the rain and including notes or flowers on special occasions. This early empathy for customers laid the foundation for a future in customer service.

What two areas of interest did the speaker have at a young age, and how did they relate to their future career?

The speaker had an interest in both technology and customer service. They loved programming with their first PC (Commodore 64) and simultaneously valued customer service through their paper route. These interests would eventually converge in the speaker's career, particularly in using technology to improve customer service.

What job did the speaker initially take after college, and how did it relate to customer service?

After college, the speaker took a job at a company where their responsibilities included launching systems to collect customer information and answering customer phone calls as a side gig. Despite not intending to work in customer service, the job title was 'customer service representative.'

Why did the speaker stay in the customer service role for 20 years?

The speaker initially planned to stay in customer service for just two years but stayed for 20 due to an impactful experience with a customer. A conversation with an elderly gentleman who was eating alone on Thanksgiving reminded the speaker of the human side of customer service, and they realized they had a larger purpose in connecting with customers.

What important realization did the speaker have regarding the human connection in customer service?

The speaker realized that while technological advancements in customer service were essential, the human connection was becoming neglected. They emphasized the importance of balancing technology with genuine empathy and care for customers, which had been missing in many companies.

How did the speaker define the 'need state' of customers?

The speaker explained that customers are in a 'need state' of convenience, meaning they expect ease, transparency, and convenience in their interactions with companies. However, they also emphasized the need for a counterbalance—a 'need state' of human connection that many companies were not addressing adequately.

What shift does the speaker believe is needed in the customer service industry?

The speaker believes the customer service industry needs to evolve on the human side, with companies focusing on empathy, kindness, and understanding the customer's story. They advocate for training customer service representatives not just for transactional tasks, but for meaningful customer recovery and relationship building.

What does the speaker suggest about the future of customer service jobs?

The speaker suggests that customer service roles should be viewed as valuable and integral to businesses, similar to roles in IT, marketing, and digital engagement. They envision a future where customer service representatives are respected professionals, and the job attracts more recognition and purpose.