Sham Aziz (Selfridges): The Formula for Great Customer Service | #74

With increasing digitisation, the world of customer service has adopted new methods for meeting customer needs and resolving problems. In this episode, Adam and Valentina talk to Sham Aziz, Head of Customer Service at Selfridges, leading premium retailer in the UK. Sham shares key industry experience, exploring how customer service has and continues to change, what elements lead to excellent customer experience, and how other factors like brand equity and employee wellbeing play a role.

Contents:
00:00 - Intro
00:56 - Get to know our guest
01:38 - What does Sham's role involve
02:58 - How contact centres have changed
04:05 - Sham's formula
05:50 - What about reputation?
07:17 - How digital channels affect customer service
08:49 - On brand equity
10:30 - Turning losses to profits
12:02 - Proactive customer service
13:55 - Premium vs. functional brands
15:35 - Are persona profiles outdated?
17:13 - Impact of COVID-19 and video
19:01 - Importance of being customer-facing
20:35 - Differences in customer service channels
22:16 - A.I. effectiveness
24:30 - Employee wellbeing
25:53 - Outro
26:09 - Rapid fire questions