CUSTOMER SERVICE
3 . Conduct a short employee survey focusing on training , empowerment , and service versus benefits and pay . Ask how much time is wasted each time the issue occurs .
4 . Identify two or three overlaps and develop an action plan for each .
5 . Implement internal service enhancement initiatives similar to the above case study . Communicate your actions to employees and customers . When the CEO of a credit union communicated the survey findings and resulting actions to the marketplace , he received 54 customer emails thanking him for asking and acting .
IMPLEMENT INTERNAL SERVICE ENHANCEMENT INITIATIVES ... COMMUNICATE YOUR ACTIONS TO EMPLOYEES AND CUSTOMERS .
6 . Measure the impact with process ( reduced problem occurrence , callbacks , and fire drills ) and outcome ( loyalty survey and sales data ) metrics and gain buy-in from Marketing , Sales , HR , and Finance .
SUMMARY
The adage , “ treat employees as customers ,” is not only true but a key to enhancing customer experience ( CX ). If you fix internal service you ’ ll enhance external CX .
John Goodman is Vice Chairman of Customer Care Measurement and Consulting ( CCMC ). The universal adage , “ it costs five times as much to win a new customer as to keep an existing one ” is based on his research . His updated book , Customer Experience 3.0 , 2nd Ed , will be released in June 2024 .
Special 15 th Anniversary Issue : March 2024
Join us for a look back at the events that shaped the contact center industry over the last 15 years .
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