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CX Digest - May 2019

Welcome to another CX Digest. This month we touch upon employee engagement and discuss how vital it is for a robust and successful CX. A disengaged workforce will never be able to create a great customer experience. If your employees are demotivated, unhappy and feel undervalued, what kind of experience will your customers receive?

Employees must be given the encouragement, tools and technology to carry out their role to the best of their ability. Empowering employees by ensuring they feel listened to, that their opinions count and they are valued will undoubtedly lead to a motivated workforce that will go above and beyond to meet customer expectations.

Embedding a successful CX programme requires a customer centric work culture across the entire organisation. Silos must be broken down and collaboration across departments is a must. Everyone has a role to play in delivering CX.

We often find that employees feel frustrated at the disconnect between how they are treated and how the company expects them to treat customers. Lack of communication between departments and management, along with departments working as silos are often the cause. Indeed, you can see this gap in perception and satisfaction in the chart below in "From the IIC assessment archive".

The IIC assessment takes a 360° view of your CX which includes feedback from management and employees. "Are employees empowered to solve customer problems and share customer experiences?" "Do all your customers get consistent treatment?" "Do employees understand your customer charter and regulatory requirements?" These are some of the questions that an IIC assessment answers.

Your employees are so important to this process as they are the closest people to your customers. Empowered employees are vital when it comes to providing a seamless, end to end experience for your customers. Happy employees lead to happy customers!

On that note, a huge well done to our clients Quartix and Source Insurance for great results in their recent CX assessments. 

Finally, you will see we have included the second instalment in our mini-series detailing our process and its underlying theory in "One for your CX slide deck" below. This month we look at 'Principle 2 - Meet Customer Needs'.

We hope you enjoy the read.

Tony Barritt, Managing Director

Our next CX event will be held mid June and will focus on 'Customer experience in a Digital World'. To register interest in attending the seminar please let us know and we will reserve you a front row seat. Our CX breakfast seminars are opportune moments for savvy business leaders and CX professionals to come and absorb the latest in data-backed CX thinking from our experts, in the comfort of the exclusive Eight Club.

IIC works closely with organisations across the UK, and increasingly in Europe and further afield. If you can’t wait until June and want to arrange a meeting with a qualified IIC practitioner to discuss how your CX plans compare to others, simply contact us and let us know where and when and we’ll be there.

This chart speaks volumes, the gap between senior management perception and employee and customer feedback is sometimes huge. Quite often, it shows that senior management are not engaging employees and motivating them to do their job properly. Departments are often working in silos, only bothered by their own KPI's. In addition, you can see here that demotivated employees and dissatisfied customers do go hand in hand. 

According to a recent article published by CMS Wire, a 5 percent increase in employee engagement has been shown to lead to a 3 percent jump in revenue. Companies with happy employees also see  81 percent higher customer satisfaction rates. However, a worldwide Gallup study recently found that 87 percent of employees are currently unengaged.

Empowered employees that have clearly defined roles, feel valued, work collaboratively with other departments and know the organisation's core values will have a positive attitude towards their job. They will perform to the best of their ability and provide the customer with the best experience possible. Organisation's that take time to invest and motivate employees will see greater satisfaction and higher staff retention.

A great CX can only be delivered if the foundations behind it are solid.

"Every organisation has a unique employee experience, and to improve this means rethinking more than just tools and processes."

In today's world, employees are far less likely to put up with a work experience that isn't satisfying and doesn't meet their aspirations. Gone are the halcyon days where a job was for life or at the very least, a good 5-10 years. It is the norm for employees to have a portfolio of different roles on their CV and as a result, organisations now must work harder to recruit and retain their best talent. As the article below highlights, if morale is low, there's more searching around and less desire to put up with what is being offered. A good CX starts internally, with your employees. 

How to measure and improve your employee experience
My Customer

Principle 2 - Meet Customer Needs

Understanding customer needs is one thing but going on to actually meet those needs is quite another. Some organisations score quite highly in this area as they have a product or service that is tailored to meet the needs of the mass market but those who really excel are the organisations that tailor the service provided to meet the individual needs of specific customers

Service quality
Service is a key differentiator in most markets, where products and prices are generally the same. Providing a service that satisfies the customer first time – every time, can provide a real competitive advantage. Being able to answer queries and tackle issues at the first point of contact is essential, as is flexibility – incorporating a range of features that can be tailored as appropriate.

Match to customer needs
The old adage that production led companies sell what they can make whilst service led companies make what they can sell is as true today as it has ever been. Making sure that services meet needs and managing expectations to ensure you don’t over promise will pay dividends. It will give customers the perception that your organisation has an edge over your competitors.

Customer feedback
In a digital world it should be easier than ever before for customers to provide feedback. Yet many organisations still make it hard for customers to do so and many more that do capture feedback, fail do to anything with it. Acknowledging feedback, then sharing it with the people who need to know and can act on it (by adapting how they interact with customers) is critical.  

Easy to do business with
Switching between suppliers is common place as digital communications make it easier to discover alternative options. Understanding how much effort customers need to put in to work with you, and minimising that effort to make it as easy as possible can make a real difference. In addition, showing that you are appreciative of their business can have a positive impact - taking customers for granted is the quickest way to lose them. 

Breaking down our assessments in this way allows us to delve down into each area of our clients' CX, pinpoint any issues and identify areas of opportunity.
 
Look out for our email next month where we'll be talking about 'Principal 3 - Delight Customers'. 

If you would like us to send you this slide in PowerPoint, then please just email: anthony.tuite@investorincustomers.com

1. Follow this link to our CX perception survey. Or scan the QR code with your smartphone.

2. Fill out the short questionnaire (your perception of your organisation).

3. Receive your perception benchmark (based on everyone who has filled out the questionnaire). We will update you as more data becomes available, so you can see how you're doing against an ever-growing data-set.