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How Can Employee Engagement Initiatives and Customer Experience Measurement Work in Tandem?
Workforce Optimization Featured Article

How Can Employee Engagement Initiatives and Customer Experience Measurement Work in Tandem?

 
November 04, 2014

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By Tracey E. Schelmetic, TMCnet Contributor
 

The things that companies measure seem to change with time, almost in the same way fashions change over time. Companies that used to measure internal efficiencies and sales only are now realizing the value of measuring more customer-facing metrics. Too many companies have spent decades measuring customer sentiment yet with no idea how to implement (and measure) programs that might sway it.


According to a recent blog post for the U.K. website the C-Suite by Karine Del Moro, Vice President of Confirmit (News - Alert), the newest trends companies are pursuing involve the customer experience and employee engagement, two critical components of a successful company in the 21st century.

“The fact that companies are measuring customer experience and employee engagement demonstrates that they understand the value of listening to the voice of the employee and customer as an important factor in achieving organizational success,” wrote Del Moro.

We know why these two ideas are important: engaged employees align their own goals with those of the organization and greatly help contribute to its success. Understanding the customer experience is a great first step in taking concrete action to improve it, which can improve sales. But how do the two processes – customer experience management and employee engagement – relate to one another?

“Drawing a direct link between employee and customer engagement is often where the process stops, either because it appears too difficult or too time-consuming,” wrote Del Moro. “Solution providers have historically done little to break down the 'divide' between employees and customers, tending to offer specific software or consultancy services that address one area or the other. However, businesses and solution providers alike are waking up to the fact that customers and employees are really two sides of the same coin.”

One major element of employee engagement is valuing employees, particularly for their knowledge and experience. Since there are no employees in the entire organization whose knowledge and experience includes more insight into the customer experience than call center agents, tapping agents for customer knowledge can actually drive both goals of boosting employee engagement and measuring the customer experience.

“Front-line employees have much greater insight as to what's happening in stores and call centers and can usually provide much better feedback on trends than customers themselves,” wrote Del Moro. “What's more, studies show that engaged employees deliver concrete gains (10 percent) in store performance.”

If your customer experience management and your employee engagement programs aren’t already linked – and if they’re not, you’re in good company with most other enterprises – now is the time to do so. While there are many techniques to pursue (Del Moro describes some of them in her blog), starting with your workforce optimization program will likely yield the most fruit.

Solutions providers such as NICE can help contact centers transform their work culture so that each employee is more committed to delivering a great customer experience. This, in turn, helps foster better employee engagement, helping organizations truly get the best of both worlds. 




Edited by Rory J. Thompson

Workforce Optimization Homepage





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