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October 18, 2011
Workforce Optimization Focused on How Customer Experience Can Drive Loyalty
By Susan J. Campbell, TMCnet Contributing Editor
If you could optimize your workforce to ensure optimal performance on every interaction with customers would the result be stronger customer loyalty?
A recent NICE blog assumed the answer to this question would be a strong ‘Yes.’ As a result of the relationship between workforce optimization and customer loyalty, companies continue to focus on improvements in customer service. The challenge, however, is that these organizations must have more than just a proven desire to improve the customer experience.
Customers interact with generally only specific parts of the organization, such as sales or service. Everyone in the company must play a role in the ultimate experience to drive change. Keep in mind that an experience doesn’t require much to make it a bad experience. If marketing sets the wrong expectations, a product fails to work as promised, the bill includes charges that were unexpected or an agent lacks the power to resolve the issue, a good experience can quickly turn bad.
To deliver on workforce optimization expectations and help these professionals, the Customer Experience Professionals Association (CXPA.org) has been created. This global, non-profit organization supports the professional development of its members through the enhancement of networking opportunities, establishing standards, providing education and research, promoting the industry and creating a better understanding of the customer experience discipline.
Research conducted by CXPA.org has identified four customer experience core competencies, which include Employee Engagement, Purposeful Leadership, Compelling Brand Values and Customer Connectedness. If a company is searching for ways to excel at delivering the optimal customer experience, they must excel in each of these areas. To do so, workforce optimization must be put in place.
In reality, great customer experience representatives are necessary to ensure the creation of great customer experiences. These representatives must be doing this high level of work in a supportive environment. There has been an increase in the number of these professionals willing to build programs surrounding the voice of the customer, while also driving cultural change and infusing customer-centric thinking into the organization.
Without a dedicated workforce optimization approach within this core set of professionals, however, companies can easily fall back into their internal-only focus.
NICE has been welcomed as a corporate member of the CXPA, to continue to promote the importance of the customer experience and how workforce optimization can be maximized to drive results. For more information on this initiative, visit www.CXPA.org.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Juliana Kenny
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