The Impact of the First Name Basis

Delta Airlines recently experienced a customer care mishap when its Delta Sky Club customer care representative pretended to know a customer on a first name basis, but in actuality slipped up, forgot his name, and then to make matters worse, asked to see his personal identification. Yikes!

The airline, however, quickly redeemed itself by immediately fixing the situation. Now, a customer care representative at the airline’s lounge desk will welcome you, scan your boarding pass, and address you by name.

While you might not be in the airline industry, there’s certainly a lesson to be learned here. In particular, the importance of marrying technology with customer care, as well as creating a personalized experience for customers.

By implementing sophisticated contact center technology, such as predictive analysis, you can give your customers the personalized experience that they’ve come to expect. For example, with predictive analysis Communicators can leverage customers’ personal and account information and thereby address the inquiry more efficiently and personally. This also prevents customers from needing to continuously repeat information.

What’s more, doing something as simple as calling a customer by his or her first name will help make him or her feel respected and valued—two things that all customers are seeking. According to a study from InMoment Research—which surveyed 644 consumers and 131 brand representatives— one in three respondents explicitly mentioned how they want to feel about their interactions with brands, using words and phrases like “feeling valued,” “acknowledged,” “heard,” “appreciated,” and “respected.”

Don’t let what happened to Delta happen to you. If you’re looking to improve your customer care strategy, then consider implementing technology that gives your Communicators the information they need to provide superior quality of customer care to your customers. Technology coupled with good old fashion training is a winning combination for all businesses.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.