It’s easy for companies to throw the term ‘customer obsessed’ or ‘customer driven’ into their vision statement, but it’s another to see these terms in practice every day.
As more businesses are growing to realise the value of customer experience, they are shifting their focus to establishing a culture that is founded on it.
We’ve put together a list of ways that your company can put the right foundations in place to make this happen.
Before we begin, it’s necessary to note that a CX culture isn’t something that can be achieved in one hit. It takes multiple attempts using multiple strategies throughout all levels within a company’s structure. We sometimes like to refer to this type of focus as delivering an outcome that requires ‘100 1%’s’.
A CX driven culture is more than an add-on or embellishment. It’s a necessity that all companies need to work towards establishing, sooner rather than later.
With that said, let’s get stuck into what some of these strategies could look like for your business.
1. Improve the Tools Employees Use
Your customer experience is only as good as the tools you equip your employees with. Companies need to regularly set aside time with individuals and teams to communicate specifically about what resources they need based on customer feedback. This will ensure that employees are actively thinking about the effectiveness of every tool with the customer in mind, rather than accepting everything with the mindset of ‘that’s just the way things are, I’ll just have to deal with it’.
Another strategy here could be removing any rigid models that prevent employees from developing their interactions with customers. This means letting go of scripts and giving employees the space they need to use their personal skills and judgement based off company values during interactions. As a result, this can prompt employees to enjoy CX rather than view it as a dreaded, rigid process.
2. Create New CX Leadership Opportunities
The good news is that many companies already have or have introduced customer happiness teams or customer happiness officers, however the reality is that more needs to be done. CX leadership needs to exist everywhere, and that means making room for new roles and responsibilities where fit. An example could be making one member of every team a CX leader or ambassador, who then reports back to the chief customer happiness team or officers.
Every employee needs to have their voice exercised on the matter, which means everybody needs to see themselves as a CX leader working towards a bigger end goal or picture. Leadership cannot and should not rely on executive management alone.
3. CX Incentives
This strategy is something that most companies can introduce relatively quickly and easily. It can be a great initial way to get employees to actively take notice of what ‘good CX’ means for your business and provide motivation for employees who may not take CX seriously. While short-term monetary driven goals are what many companies will often opt for, this isn’t always necessarily the way to go.
Employees need to be able to see the value of CX behind the dollar signs, which is why other alternative incentives should exist for employees who are not driven by money alone. The reality is that what most employees want is purpose, connection and autonomy. If your company can create incentives that reflect these values, such as introducing opportunities for new pathways within their role, these can prove to be extremely effective in the long run.
Whatever type of goal, KPI or incentive your company introduces, it’s critical that these are updated regularly. If employees see that goals and incentives are something that management just set and forget, it will be hard to maintain sustained motivation for the long-run.
4. Prioritise Customer-Focused Communication
Most companies will at some point engage with customer surveys or interviews, however the people who can access the data from customer feedback initiatives is often limited to certain individuals or teams. While it’s understandable that certain teams will be required to create, disseminate and analyse customer feedback avenues, the results need to be communicated more than once a quarter. Whether it’s the results from a survey or even insights from comments made on social media, this customer feedback needs to be an integral part of day-to-day operations.
For employees to see that CX is a priority, they need to live and breathe it every day. The more employees are around this feedback, the more likely it will be that a CX driven attitude will become second nature to them.
5. Invest in Employee Wellness
Creating a CX driven culture is greatly determined by the experience of your employees. We all know that taking care of employees means taking care of customers, and this is why investing your employee experience is one of the best ways you can invest in developing a CX culture. A company needs to treat its employees in the way that it wants its employees to treat customers.
An important point to mention here is that employee wellness doesn’t mean sticking a gym in the corner or swapping out desk chairs for bean bags. It’s about addressing the multiple determinants of health so that employees are in an environment where they can perform at their best for themselves and for customers.
There’s no denying that customer experience needs to be an integral part of every organisation’s workplace culture.
Changing your company culture is no easy feat, however every step taken towards achieving this is beyond worthwhile.