The success of a customer experience improvement program often boils down to how well the company is able to empower the employees across the organization. Empowerment requires access to data, motivation, and tools and authority to fix things.
These are the three steps we recommend anyone to start from once you have the customer feedback collection in place:
- Shared targets: set targets and incentivize. Let’s be honest - in many organizations the best way to ensure a wide participation in customer experience improvement, is to include a CX metric, such as NPS, in corporate scorecards and bonus systems. This is particularly important for employees, who face customers only indirectly, but still have a significant influence on their experience. These include the top leadership, because the top management support is generally vitally important for any customer experience improvement activity to succeed. Another important group are the product owners and product managers. Their focus on great customer experience (or lack of it) manifests itself everyday through the product related decisions they make.
- Shared understanding: share data and results of the CX analytics in an easy to use tool. This ensures that there is a shared understanding of what matters. When the results of the analytics provide a common understanding of what is important for the organization (e.g. in terms of issues to fix), employees can start to have a fact-based discussion. Before the shared understanding exists, people always go back insisting the organization should focus on their favorite topic because “even my 12-year-old daughter said she doesn’t like it”. The organization needs to ensure that they can get beyond anecdotal evidence in the discussions about customer experience. That is the only way the focus of the discussion shifts from arguing the facts towards improvement needs and actions.
- Let the customer voice be heard: shared understanding is important, but ensure that people can access not only the analytics results but also the customer comments – hearing the customer voice and reading the real comments with all their emotions can be a strong tool to motivate people to act on the feedback. Knowing that the leadership also reads customer comments helps in the customer centric cultural transformation as well. If the original comments are the only thing people see, they easily get stuck to the anecdotal evidence backing their own prejudices. But if the access to customer voice is always complemented with shared understanding of what really drives the customer satisfaction, people can focus on making improvements.
Lumoa can help you in any of these steps. We have wide experience in customer experience related measurement and target setting, and our customer experience management dashboard is aimed at showing the key positive and negative NPS drivers with one glance. Sharing this view with the whole organization can provide the shared understanding and allow people to read the customer feedback themselves. Contact us if you want to hear more.