Many companies tie rewards to a rise in either Net Promoter Scores (NPS) or customer satisfaction scores. Unfortunately, that's exactly the kind of mistake that leads employees and partners to game the system. Porsche discovered that its stellar NPS was the result of dealers offering freebies to customers in exchange for higher scores. Similarly, when it noticed that satisfaction scores and comments didn't match, music retailer Guitar Center had to retool its rewards and recognition system to prevent store associates from massaging customer survey results.
My report describes the process for ensuring your rewards and recognition reinforce customer-centricity, rather than tempting employees to game the system. To avoid common pitfalls, companies must:
Communicate the importance of customer-centricity. Effective communications programs share updates with employees about initiatives to reinforce customer focus and highlight the importance of customer experience to the organization. As part of their customer-centric communication programs, companies should connect senior leaders with frontline employees and ensure that all corporate communications reinforce customer focus.
Companies like Avis Budget Group and E-Trade focus on changing the tone and content of all corporate communications.
General Motors (GM) assigned leaders the task of explaining the new customer focus to their respective departments. Involving senior leaders in this way reinforced to all employees that customer centricity was now an organizational imperative.
For years, Forrester has been talking about customer experience in terms of a pyramid. While Forrester defines customer experience as simply "how customers perceive their interactions with your company," we also subdivide this overall experience into three key aspects. First, and the base of the pyramid, is that an experience must meet a customer's core needs. Next, it must be easy for them to accomplish their goals. And last, and most difficult, the experience should be enjoyable. If an experience isn't inherently something that actually can be enjoyable -- think renewing your car insurance -- then the top of the pyramid is about creating delight from an experience that could be really awful.
It's this last element I want to focus on, by way of a story. Recently I was going to be presenting at a conference overseas, and though I travel extensively around Asia Pacific, I had not yet visited this particular country. But the consulate for that country in Australia (where I live) requires business visitors to apply for a visa in the old-fashioned kind of way -- standing in line with an application (even if you filled it out online), your passport, and payment for the visa.