Have you heard about Customer Experience / CX Day? It is a real day. I did not make it up. As you can see below, there was a lot of activity in 2018. In 2019, CX Day will be celebrated on October 1. I am writing this article because I am passionate about people celebrating everywhere this year. As my friend Stan Phelps explains in Forbes, “happy loyal customers do not happen without happy engaged employees.” Consequently, I have been leading CX Day festivities over the years and highly recommend you do too. Continue Reading →
Some companies invest in Customer Experience (CX) as an afterthought. Other brands are 100% focussed on allocating resources to create customer excellence. They purposely establish budgets to build and expand a CX team, and measure customer satisfaction and related KPIs daily. They also close the loop to fix identified customer pain points. Continue Reading →
The smallest gestures by frontline employees can be a significant reason shoppers turn into repeat buyers. I was reminded of this when buying clothing at a department store recently. Upon bringing my items to the register, the nice woman asked questions about my day and overall shopping experience. I was surprised by our first interaction as warm greetings don’t happen frequently enough. Why is that? Saying “hello” and
There’s a common phrase, “Happy Employees Bring Happy Customers.” It is so true! When people feel valued and enjoy their workplace, they are more likely to be engaged and committed to delighting customers and maximizing their satisfaction and loyalty.
So, how does a company apply this principle to achieve business growth? The following are 5 effective ways that apply to all industries:
Create a Customer-Centric Organization
A centralized customer experience organization is able to monitor the quality of the experiences they deliver.
This kind of organizational setup enables teams to take action on Voice of Customer (VOC) feedback, including structured data (i.e. surveys) and unstructured sources (i.e. social media.). It helps ensure there are clear actions and ownership in the company, plus a champion of customer-first culture at the top.
Empower Employee Engagement
Employee engagement is essential to deliver exceptional customer experiences. Collecting customer feedback is great. However, this is a wasted effort if employees don’t execute on improvement plans.
Employees have a direct impact on customer experiences. In an environment with low employee engagement, success metrics like NPS scores inevitably decline. If you think about the most successful brands, they trust their employees and routinely measure their level of job happiness.
Again, if you want to delight customers, make sure employee satisfaction is included in the overall strategy.
Train Employees on CX
Every level of the organization must be educated about the importance of customer experience and how they can make a difference! This includes front line employees, managers, and executives.
Furthermore, every employee must be held accountable for delivering customer excellence. To promote accountability, I highly recommend including CX metrics in everyone’s annual objectives. Include the ability to get bonuses when employees achieve goals, similar to other key performance indicators (KPIs). I have tested this theory throughout my career and can unequivocally say that, when CX is a shared goal among all employees (not just a few) business results are significantly better.
Emphasize the importance of humanizing customer experiences throughout your organization. This starts with meeting customer needs without over-complicating processes.
Often, small things mean the most. For instance, using simple “please” and “thank you” statements help make customers feel like they matter. It is actually the secret to Chick-fil-A’s success. Also, “eye contact and smiling go a long way in the drive-thru experience.”
When customers feel appreciated, they are more satisfied. And they are more likely to recommend brands to others. The concept is obvious. Yet, it’s surprising how often employees forget the human element when they interact with customers.
Leverage Technology The Right Way
Many companies use tools and platforms to fully understand what customers are saying across channels and touchpoints. However, they don’t always incorporate the Voice of Employee (VOE), which is a key element in building a successful customer-centric program.
Employees need to know their opinions count. When that happens, they become better performers who are more motivated to serve customers, fix their issues (“Close The Loop”), and do the right thing even when their boss isn’t looking.
If you want to drive accountability and a CX culture, focus first on employees. Then look at technology. Not the other way around.
WANT TO INCREASE YOUR CX SKILLS & TRANSFORM YOUR ORGANIZATION?
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*All opinions expressed are Stacy views and do not reflect the opinions of or imply the endorsement of employers or other organizations.
Loyalty programs are a great way for companies to entice people to buy again and again. Customers continue to subscribe and purchase when they can earn points that are redeemable for products and services they perceive as Continue reading “Important Lessons In Retaining Customers”