Anheuser-Busch: Transitioning the Customer Call Center to the Customer Relationship Group

I had the opportunity to do a series of WOWEDFactor seminars for Anheuser-Busch on transitioning their Customer Call Center, which was staffed by 50 full-time Customer Information Specialists, to the Customer Relationship Group, staffed by 50 full-time Customer Experience Professionals. Their vision was that they could enhance brand loyalty if they set their sights on developing relationships vs. merely providing information. This was consistent with their mission: "Making Friends is Our Business." In essence they wanted to transition from being in the Transaction Business to being in the Interaction Business.

What an exciting project to work on and people to work with … they “got it.” They realized that when they were in the Customer Call Center business, the litmus test for a successful call was simply: did they provide the right information. They also realized that the potential value of each call was underutilized with only providing the requested information. If they could create a call experience by delivering the WOWEDFactor, they would build brand loyalty and company value.

Before we made the transition, I had the opportunity to observe their Customer Information Specialists in action. This is what I heard, more often than not: Call comes in and, in their most professional-sounding voice, the reps would say, “Thanks for calling A-B’s Customer Call Center, this is _____. How may I help you?” Many times the voice I heard them use was reminiscent of the Wizard of Oz -- “I am the great and powerful….”) Customer would pose question and the Customer Information Specialist would then drone on about the subject, as if the more information provided, the greater the value of the call. Clearly the conversation was not “humanizing, engaging or connecting” (WOWEDFactor definition) – no value added.

Our focus in transitioning these Customer Information Specialists to Customer Experience Professionals was how to position the WOWEDFactor when the call was merely for information. After all, very rarely (like never) would a customer call and ask, “I’m calling so that I can be the recipient of the WOWEDFactor!” Great example: customer calls in and says they have a bet with a friend re what has fewer carbs Bud Light or Bud Select. A Customer Information Specialist would respond in their professional voice that the answer is Bud Select, followed by, "Have I answered your question?" The Customer Experience Professional, on the other hand, might ask the customer in a conversational/friendly voice what side of the bet she had and that maybe she could help her out for a piece of the action!  Interaction - Not Transaction.  Wow – build that company value! It was interesting to note that the connection occurs with individuals – not the great and powerful company.  Time to revisit our definition:

The WOWEDFactor: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced.

Nailed it. Once the company made the transition, they found that employees were happier in their jobs and that they were able to build company value through their ability to engage customers. 

Fast forward a couple of years.  It's July, 2010 and I'm putting on a seminar in Vancouver, CA for Vistage (groups of CEOs).  I tell the A-B story and  a guy stands up and challenges me.  He says he wants to see whether it is true that if you call the A-B Customer Relationship Group you're going to get an "interaction," and not merely a "transaction."  So I say get out your phone and put it on speaker, let's call 'em now.  We agree he'll ask the Bud Light vs Bud Select fewer carbs "bet with a friend" question.  It worked. The response: "What side of the bet are you on?"  He gets a WOWEDFactor experience, an interaction - not merely a transaction.  And, then he says ... "I've never been much of an A-B fan, but I am now."  I couldn't have written a better script. 

Firestone
firestone@ethicalselling.com
314-863-4000

©2010 Ethical Selling Institute. All Rights Reserved.
©2010 Fred Firestone. All Rights Reserved.