The chief goal of Customer Experience is simple: facilitate and retain happier customers. Companies differentiate on Customer Experience by unifying business operations to deliver a consistent brand experience. This includes creating a company culture that facilitates open communication and innovation. Companies that make Customer Experience a priority have a more loyal, engaged, and satisfied following than those that don’t — both internally and externally.
Your employees are one-half of the equation that adds up to Customer Experience (the other half being variables such as competition, product, timing, need, etc.). But what if employees are unhappy at work? What if they don’t have the tools they need to work most efficiently? Employees in this position stagnate. This leads to a decline in morale and productivity. So the question becomes: How do you boost employee engagement and get on track to deliver an exceptional Customer Experience?
Empower employees with customer relationship management (CRM) systems
Employee engagement (or lack thereof) is more of a business problem than an HR problem. In order to help engage employees and develop a more productive workforce, there needs to be a shift toward good technology investments, including the establishment of globally consistent systems of record for both talent and work, and a cohesive, welcoming organizational culture.
Enter CRM systems, which benefit 3 key components of Worker Experience: employee collaboration, enhancing the Customer Experience, and managing workflows. The following are useful ways to build the Worker Experience using CRM systems:
- (Consider a) move to a social intranet. Because of its inherent social capabilities, it’s easier to ask, answer, and moderate questions in real time.
- Promote shout-outs on Salesforce’s Chatter to an employee’s performance record, and make them part of the evaluation process.
- Maintain a repository of customer profiles, so that any employee engaging with a customer has background information at their fingertips and can treat every customer individually.
- Streamline the process of getting help from HR by going through Salesforce Service Cloud or a similar solution, and make it easier for HR to respond using the same system. This shift frees up HR employees for more strategic work and saves time for other employees.
Results of shifting the focus to Worker Experience
Customer Experience teams are tasked with engaging with customers, selling a product or service, and in turn, promoting a brand. But Forrester Research tells us that only about one-third (34 percent) of employees are engaged. By focusing on the Worker Experience, you gain:
- Employee engagement — By turning your attention to your employees, you’ll see increased performance and satisfaction throughout your organization.
- Happy employees and customers — Focusing on what your employees need to stay engaged reminds them that their company cares for them, which boosts long-term morale (and helps keep great employees from leaving). And happy employees make better workers, which directly correlates to a better Customer Experience.
- Positive brand promotion — When employees and customers have a positive (or negative) experience, it’s shared with the rest of the world — be it at happy hour or on social media. For employees, this means a good reputation across the workforce. For customers, this means a loyal following and a greater pool of potential customers.
Research shows that 74 percent of employees at companies with above-average Customer Experience in their industry feel highly or moderately engaged, as opposed to only 31 percent at other companies.
If you want a more engaged workforce, you need to build a Worker Experience that promotes collaboration and organizational openness. Doing so ensures a positive ripple effect, with more proactive employees helping power a customer-first initiative. In return, customer-focused companies earn benefits like a lower total cost of doing business and increased revenue. When you focus on your employees, everyone wins.
Get new ideas and information on engagement, building brand awareness, and more from our ebook, Creating an Exceptional Customer Experience.