If you have happy customers, as well as happy employees, you will have a successful business.
The major theme that runs through a successful customer experience (CX), is to align it with the employee experience (EX). Essentially, the Customer Experience = Employee Experience.
This makes sense because they want the same things — a smooth, seamless experience, few problems, and satisfaction with the service or product. The link between the CX and EX must be clear and understandable.
The Customer Journey
Customers want consistent and engaging experiences at all stages of their purchasing journey. This is accomplished by addressing their pain points quickly with clear and meaningful employee interaction. Furthermore, by establishing ‘control points — or key points in the customer journey, you are able to control the risk of poor CX.
Problems must be quickly and completely resolved. If not, negative word-of-mouth travels fast and wide and creates problems for employees. Reacting to frequent problems frustrates and alienates employees and negatively affects their sense of pride in providing excellent CX.
How It’s Done
Simply, give employees access to customers. In return, this increases employee engagement, and improves CX traction. At many companies, employee happiness and customer happiness are at odds. The solution is that whatever the customer defines as success is also what the employee view as success.
All companies, of all sizes, should be instilling a customer-centric culture and ensure that everyone feels responsible for CX. Once established this culture will foster best CX. This approach to attaining the best CX is simple but not necessarily easy. Discipline, commitment, and patience are required. Consequently, management needs to connect the dots between CX and EX which will inturn drive sales and increase brand equity.
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