Tema Frank is a best-selling author, international speaker, teacher and business consultant. Tema Frank has over three decades’ experience in marketing strategy, usability testing, and customer experience improvement. In 2001 she launched Web Mystery Shoppers Inc., the world’s first company to do “omnichannel” customer experience testing. Using social media techniques before “social media” existed, she recruited a panel of 75,000 mystery shoppers worldwide. In doing all of this, Tema was able to test all of the customer service channels that organizations would experience such as: live chat, telephone, social media and in-store. Tema is also a fellow podcaster and she started podcasting in 2012, she is our podcast senior and her podcast is called Frank Reactions Podcast on Customer Experience, a definitely must listen.
Yanique stated that it’s one of the things that motivated her to start this podcast because she is a customer experience trainer and she goes into organizations and helps them to work with their leaders, work with all of their team members so that they can all get an understanding that customer experience is everyone’s responsibility not just the customer facing employees because for some reason, IT and Accounts seem to think that because they are not directly interfacing with the customers it’s not their responsibility.
Yanique stated that she believes that out of every negative situation there is always something positive that can come from it. So Tema sharing her story and seeing how she has been able to rise above the obstacles and she is able to let people know that at the end of the day you do have some employees who genuinely want to come and do a great job, they are not into slacking off and just sitting around and not doing anything, so that’s important.
Tema shared that the thing is, if employees are just slacking off and not doing anything is usually because you have failed to motivate them with that promise. You’re not treating them right; you’re not inspiring them. Tema stated that money is necessary so that you can survive but paying somebody more won’t get them to be more customer friendly. She stated that one of the biggest solutions that entrepreneurs could use to motivate their employees is involving them into decisions making, instead of imposing decisions from above, try to get decisions to often flow from below, so the people who are closet to your customers in some ways have the best knowledge about what’s going on in your organization and a lot of employee unhappiness is because they feel they are not heard and they do in fact know better than some of their bosses but the bosses won’t listen and don’t care about what they think. So you want to involve people at all levels and from all departments in decision-making and in strategizing about how we can make things better for the customer. Earlier Yanique mentioned that often IT and Accounts don’t think that customers have anything to do with them and one thing to over come that is to get those people on departmental teams and let them start hearing the customer. Her first major business with Web Mystery Shoppers, the reason she created that company which was in the early days of eCommerce and websites and she found that their was a marketing department, sometimes a completely separate eCommerce unit and then the IT people, they all depended on each other but they were set up as completely separate units and weren’t even speaking the same language and what she did with that business is that she would have anywhere from 30 to 300 people from their target market who gave detailed feedback about, “This is what’s frustrating us about your website” and when she was able to go back to all these units and show them that it was a way to bring all these people together and realise that they did have a common objective.
Yanique stated that on Tema’s website is that there is a free book that you offer 85 Tips for User Friendly Website and one of the things she found is that when she is looking for guests for her show and she’ll probably source them through Amazon if they wrote a book that really inspired her and thinks it would be good to hear their message and Amazon probably has their profile with information about the author and it usually should have a link to their website or some of the authors has their email address listed right there, what she found very frustrating as a customer herself is that most websites for some reason have a contact us form where they control how they contact you versus giving her the opportunity for you to provide their email address so that she can reach out to them because when she sends that contact us form and it says send, she is not guaranteed that somebody is going to receive that in an inbox and respond to her in a reasonable time. Tema shared that is part of what is driving people onto Social media to complain as if you provided me with better service in quieter means whether it’s making yourself easily accessible to customers through phone or through email and dealt with that better then people would not go and complain about you so much in public.