Tag: employee engagement

Il legame tra VoC e VoE

su da Gian Carlo Mocciin Customer Neuroscience, Marketing, LoyaltyLascia un commento

Nota Aicex: i dipendenti diventano sempre più importanti quando si parla di KPI e di programmi di Voice of the Customer. Esploriamo i legami tra Voice of the Customer e Voice of the Employee.

 prestiti-dipendenti

You’ll have seen from my previous articles that I’m keen to highlight the close relationship that exists between the Voice of the Employee (VoE) and the Voice of the Customer (VoC). In this article, I really want to demonstrate just how inextricably linked the two ‘voices’ are – in fact, in my view, they’re inseparable.

Many organisations continue to run separate VoE and VoC programmes. Often, they are conducted at different times and by different teams. What’s more, they’ll usually have entirely different objectives, and different KPIs against which outcomes are measured.

This is not necessarily a problem if such programmes are being run as a ‘point in time’ activity, where simple actions might be taken based on specific results. And it’s entirely understandable that many businesses take this approach, based on the historical reasoning that employees belong to HR and customers span other parts of the business such as sales, marketing and customer service.

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Il link tra Employee Engagement e Customer Experience

su da Gian Carlo Mocciin Customer Experience, Customer NeuroscienceLascia un commento

NOTA AICEX: Torniamo con un nuovo articolo a parlare del legame tra Customer Experience e Employee Engagement. Anche il miglior programma di Customer Experience fallirà se non c’è il giusto “buy-in” da parte dell’organizzazione. 

After listening to interviews from three previous winners of the UK Customer Experience Awards at a seminar hosted by the Cranfield School of Management,there was one common theme that emerged in all three interviews – and that was how important it is to engage your team in your customer experience strategy from the word go!

Michael Conway, MD at Clothes2Order, a company which supplies clothing for uniforms, explained how customer experience always comes ahead of short term profits. The whole team is focused on how they can improve the experience for their customers. He involves everyone in the process and discussion, no matter where they are in the business. One of the schemes the company run ‘The Remarkable Ideas Awards’, encourages all staff to develop ways to surprise and delight their customers. Members of staff are asked to present their ideas and if any of the ideas are adopted as remarkable (something a customer will ‘remark’ on), the member of staff will receive a voucher. An example of this was when a member of the operations department suggested taking a photo of every order in production to send to the customer so they could see their order before it was sent out to them. This received great feedback and was retweeted on social media.

In the second interview Mark Hill, Managing Director from ResponseTex – a company who provide Customer Experience Software, talks about the levers you need to pull to keep improving your Customer Experience journey. However, the point he keeps coming back to is the importance of engaging with your employees. If you don’t have buy in – whether it be from top down, bottom up or sideways, the programme won’t go forward, it will die… When you launch your Customer Experience programme buy-in is essential. You need a voice on the board and representatives in every channel you engage with customers. You need to ask yourself – are you engaging with your employees, are you asking them what they think, are you co-creating with them on initiatives you could introduce to counter pain points within the customer engagement journey?

In the third interview, Marketing Director Jak May explained how Currency Index, winners in the Social Media Category, used social media to raise their profile. He engaged his team in ‘Operation Bluebird’, he got the whole team involved in using a range of tools to engage with their customers such as YouTube, hootsuite, tweetdeck and yatterbox, as well as filming and sharing their Daily Market reports on YouTube.

So, the theme here is getting your employees involved. Only they can engage themselves in your business and once they do, the results are amazing. Surveys and measurements on employee engagement are interesting and can provide the basis for budgets or appraisals, but as well as analysing the data – just get out there and get involved with your team. They will appreciate your support and care and in turn, as we all know, this will translate in the care and support they show to their customers.

Source: http://c-x-a.co.uk/the-link-between-employee-engagement-and-customer-experience-are-you-engaging-your-employees/

Posted by Neil Skehel from Awards International Ltd on 19th May 2014.

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Miglioramento della Customer Experience: non è detto che debba iniziare dal cliente

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience, Marketing, LoyaltyLascia un commento
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NOTA AICEX: Iniziare dal cliente è la scelta giusta? Non dare la giusta importanza al ruolo che ciascun dipendente ricopre nella creazione di una esperienza positiva da parte del cliente è il primo errore da evitare, soprattutto quando migliorare la Customer Experience rimane una delle priorità di molti CEO.

Improving the customer experience is finding its way to the top of more and more CEO’s list of priorities. You’d imagine that the obvious thing would be to focus on customer engagement. But according to NPS guru and co-author of The Ultimate Question 2.0,  Rob Markey, throwing your attention immediately toward the customer might be putting the cart before the horse. During his keynote at Experience 2014, he presented a counter-intuitive twist to customer experience improvement: employee engagement should come first.

While your customer experience initiative might have the Why’s and What’s agreed upon, your employees are a big part of the How. Neglecting the importance of their roles in the customer experience will likely undermine any program’s ability to be successful. You simply can’t have happy customers without engaged employees. Most organizations think this rests with the HR function of an organization. Markey says this is the wrong way of going about it. In his opinion, coaching and engaging employees in customer experience should be the responsibility of the person they interact with most often — their supervisors. Markey laid out four key factors that drive employee engagement and happiness: Autonomy, Mastery, Purpose, and Affiliation.

Put yourself in your employees’ shoes. Are your frontline employees empowered with the freedom to make their own decisions to fulfill a customer’s needs? Are you growing their abilities and giving them opportunities to learn? Are you giving them a clear mission as well as a sense that their work is impactful? Are you making them feel like part of a team that can succeed, fail, and grow together? Once you’ve started answering yes to these questions, you’ll have started to tap into what really motivates people, and they’ll start delivering great experiences to your customers. The irony that Markey points out, however, is that despite this logic, many companies continue to have their least engaged employees in roles that interact the most with customers. Why? They probably use cost as an excuse. But when you step back and realize that happier customers not only spend more but cost less to service, it seems like a very short-sighted move. Markey pointed out that companies with higher employee engagement not only have 2.5 times the revenue growth compared of those with lower engagement, but what’s more, their employees are more productive and have longer tenures — which means less spend on hiring and training.

Hence, Markey’s closing call to action: Don’t wait for your HR department. Start driving employee engagement through their supervisors now.

Source: http://loyalty360.org/loyalty-today/article/customer-experience-improvement-it-doesnt-necessarily-begin-with-the-custom

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