Magazine article CRM Magazine

10 Ways to Get CX Efforts Noticed: Promoting Your CX Initiatives Gets Employees Engaged and Improves Company Performance

Magazine article CRM Magazine

10 Ways to Get CX Efforts Noticed: Promoting Your CX Initiatives Gets Employees Engaged and Improves Company Performance

Article excerpt

WITH 2016 winding down, some of you may have already started thinking about your New Year's resolutions. For those involved in customer experience (CX) initiatives who feel they must plan ahead, here is an idea for you. Resolve that in 2017, you're going to focus on ways to ensure your CX initiatives get noticed.

For CX efforts to be successful, employees must be engaged. Ultimately, if your colleagues aren't aware, informed, and convinced of the value of customer experience, then you can't really expect them to take the necessary actions to deliver excellent experiences to your customers.

Here are 10 ideas for revving up CX initiatives--and bringing your colleagues along for the ride.

1. Hire right. Let's start with people. One of the best ways to build engagement is to begin by hiring employees who are naturally empathetic to customer concerns. This is an emerging trend in hiring circles. Include customer experience topics in new employee orientation so everyone views CX as a priority from day one.

2. Build a brand. Can the name you give your CX initiative really make a difference? Absolutely. Too often, it is referred to as the "customer survey" or "customer feedback" program. It's more than that; it is a vital strategy that merits having an internal brand. Customers First, Customer Matters, Customer Connections, Total Customer Experience, Vital Signs, and Customer Heartbeat are a few of my favorites.

3. Build an army of advocates. Implementing a strategy across a large organization is difficult. So it makes sense to have a cross-functional team in place not only to help do the work but also to act as CX ambassadors, promoting the strategy and ensuring all parts of the organization are informed and engaged.

4. Conduct trainings. It's not enough just to put the word out and expect people will magically understand what to do. To drive action and change, it takes effective in-person and/or virtual training to provide the necessary detail so that everyone understands the goals of the program, what activity is taking place, and what they are expected to do.

5. Right message, right person. Like any promotional initiative, the message must be tailored based on who it is directed to. Executives, sales professionals, product managers, customer support reps, account managers--they all have different information needs. To ensure that everyone takes action on insights from customers, make sure the insights are relevant to each group you serve. …

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