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Satisfied employees are your secret weapon for the customer experience

Presented by Bold360 from LogMeIn

Customer experience has long been predicted to overtake price and product as the main differentiator for brands, and in 2020 companies will be on board and invest heavily. But on the way there, the importance of employee experience was left behind, and that’s a mistake, says Chris Savio, manager for product marketing at LogMeIn.

“Employee experience usually takes second place because it doesn’t appear to be a technology or implementation that directly affects or interacts with customers,” said Savio.

Investing in your people like any other tool in your company and further evaluating their experience is as important, if not more important than anything else that would impact the customer experience, he says.

If you look at your front line resources ̵

1; your people, your business people, your phone agents, your chat agents, the people who present your brand in a support, service, or sales experience – you will. See that they are another point of contact, a different tool, a different technology and are fundamental to your customer experience.

The impact of the pandemic is making this clearer than ever, Savio says. Customer service representatives take care of stressed, anxious customers. Agents who are able to get in touch with their customers and say: “Hey, I hope you and your family are doing well” are always received positively and appreciatively by customers.

In general, however, it’s not just sales, service, support, or call center employees who affect the customer experience, but everyone who gets the engine running. Frontline employees rely on internal resources to do their jobs. This includes internal IT teams, HR employees or data analysis teams.

But the happiness of your employees is also important with two or three degrees of separation from the customer, says Savio. Your customer is at the center of your strategy, and every facet of your workforce touches it directly or indirectly.

As a product marketer, Savio, for example, does not interact with customers such as customer success agents, sales representatives or support teams, he explains.

“But if I’m frustrated or frustrated with the technology I’m using because our policies aren’t aligned with my opinions or goals,” he says, “I’ll do my best to make sure.” Our messages come out of there? “

Creating strong employee experiences: Technology helps

Savio says there are many ways to ensure an excellent employee experience.

From a practical point of view, you need to make sure that your employees have the tools to remove friction in their work or remove obstacles that allow them to do their job.

Regardless of whether you navigate in multiple tools, try to answer questions for customers to whom they do not have the correct answers, etc. Front-line service and sales staff often hold the bag in their hand, Reaching colleagues or informing customers that they have to return to them.

“Simplifying the workspace is key to keeping your employees healthy,” he says. “And make sure they have access to policies, procedures, documentation, knowledge, etc. to give these customers the right answers.”

Finding critical information shouldn’t be the challenge that your company’s customers or employees are facing, especially during the COVID 19 crisis. Knowledge management is more important than ever.

You shouldn’t expect your agent to know everything that is going on in your company, especially given the speed with which policies change, more than ever. You need to make sure that they have instant access to the information they need when they are on the phone, chatting, or sending messages.

AI-powered bots provide an efficient way to support an employee’s workflow. By recommending content to respond to a variety of customer requests, agents and employees have the information they need to provide the ultimate support when needed. AI technology like natural language processing enables them to easily navigate to answers – even if those answers are constantly changing.

Bots also improve employee satisfaction behind the scenes. Since they are also particularly helpful in answering the frequently repeated, everyday questions of customers, they derive subordinate requests that can clog an agent’s time and morale. The bots escalate overarching questions to live agents and offer employees more interesting interactions and tasks. All of this leads to an improvement in job satisfaction and thus customer loyalty – a significant and costly problem in call centers.

Creating strong employee experiences: partnership with your workforce

Internally, it is important, like customers, to get feedback from your employees. They need to monitor what works and what doesn’t work in their day-to-day work and evaluate how they can do their jobs and do their jobs. This may require the establishment of an employee spokesman or the appointment of an ombudsman.

The other key component to building a strong EX is to ensure that decisions are not made in a tower that is sealed off by executives or executives. There must be a buy-in or at least advice with the boots on the floor.

For example, if you want to deploy new technology or software, or implement a new process, this cannot be a decision made from above, passed on by managers, and then preferred to the front-line team, a chance to respond and understand, what is happening. The people who use this product or are affected by this process must have a say in how this will work or not.

And if you involve people at the forefront a little earlier, they’ll understand the “why” of the changes you’ve made. In the end, you will find that listening to your employees and incorporating their feedback significantly improves the new changes in processes, policies or technologies. It helps employees make an emotional and intellectual connection to what the company is trying to do.

“A lot depends on transparency,” says Savio. “It is the responsibility of management to define the vision for the company or the future and then to link decisions with this vision.”

If everyone knows where this Nordstern is and what the company is doing to achieve this goal, it will be easier for them to understand their own role in this strategy, see how their work affects the entire company, and why work that they do , is important. This is an essential part of job satisfaction – and ultimately customer satisfaction.

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