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How Engaged Employees Elevate Customer Experience
In the rapidly evolving business landscape, understanding and prioritizing customer experience is no longer just an option, it’s a crucial element of sustaining competitive advantage.
This insight comes to the forefront in this week’s episode of America Back to Work, featuring Jen Sanning, vice president and chief marketing officer at Forrester. Sanning, with her rich 30-year background in marketing and customer experience, delves into why fostering a customer-centric culture is imperative for business success.
The Essence of Customer Experience
According to Sanning, customer experience encompasses every interaction a customer has with a brand, from the initial contact to the final touchpoint. This comprehensive view underscores the importance of not just attracting customers but retaining them through positive experiences.
“Better customer experience leads to better business outcomes,” Sanning emphasizes, pointing out the direct correlation between how customers perceive their interactions with a company and their loyalty towards it.
Creating a Customer-Obsessed Culture
The discussion highlighted the necessity of a company-wide commitment to customer experience. It’s about constructing a culture that places the customer at the heart of every decision and action.
For businesses aiming to adopt this approach, Sanning suggests focusing on employee engagement as a starting point. “Engaged employees deliver twice as good of NPS scores,” she notes, illustrating the tangible impact of workforce satisfaction on customer service quality.
The Role of the Workforce in Customer Experience
One of the most compelling points Sanning makes is the undeniable link between a motivated, healthy workforce and the level of customer service provided. The conversation touched on several key elements essential for employee engagement, including progress in roles, purpose, autonomy, mastery, and connection.
These factors not only contribute to a positive work environment but also significantly enhance the customer experience.
Navigating Economic Volatility
Sanning also addressed how businesses could maintain customer loyalty and retention amid economic uncertainties. She advocates for an approach that balances attracting new customers with nurturing existing relationships through exceptional customer service.
“You can buy a customer with promotion, but you keep them with experience,” Sanning astutely remarks, highlighting the importance of investing in long-term customer satisfaction over short-term gains.
Trends In Customer Experience
Looking ahead, Sanning shared insights into emerging trends within the customer service industry, including the shift towards a channel-less experience, the integration of AI without losing the human touch, and leveraging “dark data” to enhance both employee and customer experiences. These trends indicate a future where businesses that prioritize and effectively manage customer experience will stand out.
Roadmap to Differentiate Your Business
By emphasizing the integral role of customer experience and the need for a customer-obsessed culture, Sanning provides a roadmap for companies to differentiate themselves and achieve sustainable growth.
As businesses navigate the complexities of modern customer service, incorporating these insights into their strategies will be key to success.