The Secret to Great Customer Experience: Engaged Employees
‘Employee feedback’ in and of itself is not a foreign concept. We understand this process to be largely driven by Human Resource/Talent and Culture teams that look to understand employee happiness levels. This is the great distinction between historical feedback programs and CX-centric feedback programs. True Voice of the Customer (VoE) initiatives must ask employees about what processes enable them to provide great customer experiences and which hinder them. How can management better help you in your job? Whether it be regarding resources, training or processes. This is not to say that employee satisfaction is unimportant, but that is a different conversation for another time. Employee feedback needs to be much more than ‘are you happy?’, and ask ‘what is and isn’t working for you?’. Today, I will continue discussing the place of VoE data in any robust Customer Experience Management strategy.
In a previous article, I wrote about the pitfalls of some companies that fail to include the voice of employees in their CX strategies. Traditionally, employee engagement centers around annual and aggregated data, I believe we can turn to technology to allow for simpler, more timely and effective feedback to drive decisions of any business. A best practice would be pushing a set of prepared questions out to a subset of employees that tackles what is working and what isn’t for each staff member. If you ask one-twelfth of your employees every two weeks ‘what could help you in your job?’, you would have sampled your entire workforce in just 6 months while keeping a constant pulse on what employees think as it happens in the workplace. I always say, you can only iterate as often as you report and if you have 26 data points at the end of the year, then you have 26 opportunities to strengthen your brand. Frequent but sampled feedback adds more business value than obtaining a bi-annual employee feedback census.
There is no doubt that companies must listen to their employees in addition to their customers. It is the voice of your employees which will let you know the integrity of your systems, the soundness of your leadership and efficacy of your training that have run on effects to your CX strategy and bottom line. Better support for your employees is the first step to support your customers in creating loyalty. ‘Employee feedback’ should not be a Human Resources priority; rather a company-wide priority.