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LA Fires Exposed a Harsh Customer Service Truth
2025/2/26
Experts of Experience
G
Gavin Blair
L
Lauren Wood
Lauren Wood: 我对南加州居民在经历巨大损失后展现出的韧性、专注甚至乐观感到震惊。我想了解Bright Harbor是如何帮助人们渡过难关的。
Gavin Blair: 与灾难幸存者交谈时，避免使用诸如“你好吗？”之类的开场白，因为这并不合适。我们应该使用更能表达同理心的问候，例如“你怎么样了？”。即使是很小的改变，例如在灾难发生时改变语气，展现同理心，并提出不同的问题，也会对客户感受产生巨大影响。
Bright Harbor的成立源于CEO的一位朋友在科罗拉多州的火灾中失去家园的经历，这让他意识到灾后重建过程中需要大量的支持。我们的目标是帮助客户在灾后重建过程中建立信心，提供专业的支持、便捷的工具以及持续的帮助。客户体验始于一个重要的入门电话，在此期间，我们收集所有必要的信息，并为客户制定一个灾后恢复计划。在客户灾后恢复的整个过程中，我们提供支持，帮助他们管理预期，了解流程，并应对重要的决策点。
洛杉矶居民在灾难面前展现出惊人的韧性、专注和乐观。在培训团队时，我们制定明确的计划，明确互动的方式，并指导团队在适当的时候表达同理心，并适时地转移话题，避免过度关注负面情绪。客户在灾难后通常需要及时有效的建议，以及对他们情绪的认可，但不需要过度安慰。他们也希望服务高效且有条理。
我们优先考虑端到端的客户体验，然后在此基础上使用技术工具进行优化，而不是将AI视为对人工服务的简单替代。AI并非简单的二元选择，而是一个规模问题，在复杂情况下，人工服务仍然至关重要。我们应利用AI来支持客户的需求，例如，避免让客户经历漫长的IVR菜单等待，而应立即回应。不同的沟通渠道（例如电话、短信、邮件）对客户体验有不同的影响。短信是一种有效的沟通方式，尤其是在需要快速传递信息或处理短期事务时，它可以兼顾实时性和异步性。
最重要的KPI是净推荐值（NPS），其他指标应围绕NPS展开，例如团队生产力以及效率。响应速度是影响客户满意度的最重要因素，它比解决问题所需的时间和最终的决策结果都更重要。如果我们能够提高响应速度，就能提升客户满意度。解决问题时，应坚持第一性原理，勇于挑战现有思维模式，并重新评估问题的本质。
Lauren Wood: 加州野火对我的朋友和邻居造成了巨大影响，这促使我制作这期节目，探讨Bright Harbor如何帮助受灾民众。我想了解为什么在自然灾害影响房屋后，人们难以获得保险支持。保险公司面临着前所未有的需求，保险流程本身也复杂，而且系统并未针对每个人的独特情况和需求进行设计。我想了解Bright Harbor如何支持客户应对灾后重建的复杂局面。
在与客户沟通时，要从一开始就展现同理心，并注意沟通的语气和方式，避免任何时刻让客户感到冷漠。在保险行业，通过展现同理心，并巧妙地设定期望值和传递信息，可以显著提高客户满意度，即使是对于被拒赔的客户也是如此。同理心包括两种：一种是能够在对话一开始就识别客户的情绪；另一种是在对话过程中，即使是在处理业务问题时，也要注意客户分享的个人信息，并给予回应。在灾难发生时，改变沟通语气，展现同理心，并提出不同的问题（例如“你怎么样了？”），这即使是很小的改变，也会对客户感受产生巨大影响。
我想了解Bright Harbor如何平衡AI的效率和同理心，尤其是在客户体验方面。我们优先考虑端到端的客户体验，然后在此基础上使用技术工具进行优化，而不是将AI视为对人工服务的简单替代。不同的沟通渠道（例如电话、短信、邮件）对客户体验有不同的影响。我认为，在客户遭受重大损失后，立即回应比让客户等待更能体现同理心，并应利用AI处理那些不需要人工干预的简单问题。我想了解Bright Harbor在实施更多AI的同时，如何跟踪关键指标以确保团队及时响应并提供良好的客户体验。最重要的KPI是净推荐值（NPS），其他指标应围绕NPS展开，例如团队生产力以及效率。响应速度是影响客户满意度的最重要因素，它比解决问题所需的时间和最终的决策结果都更重要。
supporting_evidences
Gavin Blair: 'There's nothing more awkward than jumping on the phone with a disaster survivor and saying, how's it going?'
Gavin Blair: 'When there is a disaster happening that we just change our tone and show that empathy, ask a different question.'
Lauren Wood: 'After helping Lemonade reinvent their customer experience, Gavin's now tackling one of the most emotionally charged challenges in business'
Lauren Wood: 'And I will say that this is an extra special episode for me because after the devastating California wildfires that have impacted many of my close friends and neighbors'
Gavin Blair: 'Bright Harbor started through an experience our CEO had with one of his very close friends who lost his home in the Marshall Fire in Colorado.'
Lauren Wood: 'In this moment, I am really, really seeing the incredible impacts that Bright Harbor has.'
Lauren Wood: 'And so I'm curious to know, because you've worked in the insurance industry for a long time'
Lauren Wood: 'And so I'd love to learn a little bit about how are you supporting clients through that?'
Gavin Blair: 'I think first and foremost, we are trying to be something that gives them confidence as they are navigating and making decisions.'
Gavin Blair: 'I think I've been blown away by the resilience and the Focus and even at times optimism around folks who have just lost everything that they have.'
Lauren Wood: 'So let's talk a little bit about how you create your experience and really usher people through this difficult time.'
Gavin Blair: 'I think this is an important lesson for everyone in CX'
Gavin Blair: 'When they're talking to someone who feels that it's like they're unaware of your background, you've got to repeat yourself.'
Gavin Blair: 'I'm sure I'm not the only one that thinks that AI is not a binary and it's talked a lot about that way.'
Lauren Wood: 'I don't know what you think about the difference that like channels make'
Gavin Blair: 'The number one corollary for MTS above and beyond the speed at which things were solved, the ultimate decision that was made, for example, a denied versus approved claim is 100% hands down responsiveness.'
Gavin Blair: 'I think the one piece of advice is something not even necessarily specific to customer experience.'
Deep Dive
The episode begins by discussing the resilience and optimism shown by Los Angeles residents despite the devastating wildfires. The conversation then shifts to Bright Harbor's mission and how they support people during their recovery journey after a disaster.
- Resilience and optimism of LA residents after wildfires
- Bright Harbor's support for disaster recovery
- Complexity of aftermath and insurance challenges
Shownotes Transcript