We've said time and time again how important customer experience (CX) is in pleasing your customers and creating loyalty. Brands can no longer solely rely on price and product as differentiators. Creating a successful customer experience is crucial in order to create a name for your business and keep ahead of the competition.
Designing a successful customer experience strategy and making changes to the technologies which interact with customers is one thing though, getting employees to deliver it is another. Your customer service representatives and other employees that do or do not interact with customers are the real people which make or break successful customer experience. You need to make sure that employees know how to deliver the right CX and that they are motivated to do so.
We're going to give you a few tips on how to get the people that work for you delivering the customer experience which you want for your customers.
Do your employees believe in what you are trying to achieve? Do they believe in your brand promise?
If the people that you expect to deliver customer experience don't understand what you are trying to deliver for your customers or don't believe in the idea, then they won't be putting their all into providing it. Your customer experience goals need to be aspiring but realistic for your team to get behind them and for them to be a success.
To have a team of people which believe in your customer experience targets, they need to be like-minded people. Your CX targets should be agreed with by your current team and then everyone that is introduced to the team from there on should have similar aspirations and be aware of the brand promise which they are expected to deliver (should they begin working with you).
Do your employees know the intricate details of how you intend to provide a successful customer experience to all of your customers? Having a final objective is great and it's even better that your team has agreed upon it, but are the steps on providing an impressive customer experience clear? Only 65% of businesses provide effective tools and training for employees to gain trust and build an experience with customers.
Your employees need to be equipped with the knowledge and training for providing customers with a great experience. They also need to know what to do when something goes wrong with the customer's experience. What do they do if a customer receives a faulty product or they have not been called back when they were supposed to be? Your employees need to know how to maintain a great experience and correct a bad one.
If your new customer experience design is coupled with the introduction of new technology to service customers, your team needs to know how to use the technology effectively. The new tech is presumably there to help achieve successful customer experiences, not hinder them.
Invested In Success
For many members of your team, delivering a brand promise which they believe in may be enough to motivate them to work their hardest to provide a fantastic experience to each and every customer, and to go the extra mile in some cases. But for many there will eventually need to be some other kind of motivation.
When employees go the extra mile do they get acknowledged and/or financially rewarded? When you decide to improve your customer experience, consider how you are going to motivate your staff to change the way they work and potentially put in more effort than usual. They may see the brand promise and new customer experience target as positive but they won’t deliver if it is a lot of effort with little gain for themselves. Your team needs to be properly motivated.
So customer experience is a new differentiator which everyone should be considering, and you should also be considering how you are going to get employees behind a new CX strategy. Have you tried any of the methods above when you changed your strategy or do you have any other ideas for a successful implementation? Let us know in the comments below.