Various variables contribute to customer experience: your product line, painless processes, engaged employees... Giving your employees the opportunity to maximize the impact they have on customer experience enables your business to offer a memorable experience while improving the key "Moments of Truth" in the customer lifecycle.
A voice-of-the-customer (VOC) program is a vital step toward understanding your critical customer touchpoints. By adding VOC, you not only get deeper insight into those experiences but also engage the teams that deliver them.
A Three-Step Effort
Follow these three steps to engage your employees and create successful (and profitable) customer experiences.
1. Ensure commitment
A company culture that fosters customer-centricity must be built, by example, from the top. Issuing an edict that states "we are now a customer-focused business" won't do the job. Executive teams must genuinely support such a program and commit to investing in projects that will move it forward.
Moreover, employees must want to create great customer experiences. Offering financial incentives won't motivate them. Rather, employees need to feel that they are part of a structured, intentional, and comprehensive effort that truly makes a difference. Customer champions in all departments—not just those that are customer-facing—can keep the momentum going, helping the sense of empowerment to go viral.
When employees want to deliver great experiences, the feedback they provide is insightful. Although customers may be the ones who report dissatisfaction with an experience, your employees are the ones who understand exactly which failing process actually caused the problem. Provide a channel that encourages your employees to offer that insight, helping to uncover solutions to fix key customer issues.