When implementing a customer experience management system in the company, some hurdles have to be overcome. Executives often think this is primarily about technical difficulty, but in fact the biggest challenge lies with the people within the company themselves. Especially when you are about to incorporate a system that provides powerful insights into the have a financial impact on the company.
When your feedback data is merged with CRM, SAP and other data, information is automatically revealed at different levels that the employees could not find out before. Instead of hiding behind general numbers that they don't feel responsible for, you are suddenly faced with feedback from customers who served you the day before. This may be very good for the company, but not necessarily for the employees who are responsible for the content of the feedback. People will feel watched around the clock and the stress level will increase. Mainly because the feedback flows unfiltered into the system and can be viewed by you.
So how do we motivate our employees?
If an organization wants to be customer-centric, this must first be incorporated into the corporate culture. It should be clear in every meeting that the customer-centric strategy is about introducing measures to improve customer loyalty and not weighing up which employees are to be replaced. It's all about understanding customer needs and problems. Customer feedback gives you optimal results if you give your employees the time and space to learn from it. However, if they use the information to punish employees, employee engagement will fall very quickly.
Most employees forget that feedback is usually obtained after a transaction (after a service or purchase). Even if the feedback is negative, the company is not immediately affected. At most, there may be negative effects in the future if appropriate measures are not taken in response to customer feedback.
This is the great advantage of a good CX management system - it allows employees to get customer feedback through a variety of methods, it provides information that will help them improve their performance, and it generates a priority list so that employees know which action was taken first Need to become. CFM provides insight into what impact an employee's performance can have on the company and, more importantly, how it can be improved.
I understand why employees play a defensive role when implementing a customer experience management system. But if there is something to fear for an employee, it is rather financial data that provides insights into the company's history. A customer experience management system, on the other hand, provides information about how the company will develop. At least the results can still be steered in any direction here.