This is a guest post by Erna Esa, a Research Associate on the Customer Experience team based in Sydney.
In the movie Love Actually, the chemistry between an Englishman (played by the very dashing Colin Firth) and a Portuguese housekeeper (Lúcia Moniz) was evident — but not having the tools to communicate in each other’s language left the pair feeling frustrated and annoyed.
Employees experience a similar type of frustration when they are not offered the opportunity to contribute to the conversations companies have about their customers. How do we know this? Well, we have found that 70% of information workers say that their job requires them to engage with or understand their customers but fewer than 40% of organizations in Australia and New Zealand systematically capture input from their employees about those interactions. That leaves a lot of employees who interact with customers and have knowledge of their company’s customer experience ecosystem without a structured, systematic way of telling their organization what they are seeing and hearing — and that’s frustrating.
Successful voice of the employee (VoE) programs have the potential to transform your organization into one in which talented, dedicated individuals strive to build a career. In many cases, these programs are inexpensive to set up and maintain, yet deliver considerable benefits when implemented across the entire organization. Forrester clients can read about these benefits in our latest report, Engage Employees To Nail The Customer Experience.
There’s no question that executive support can make or break a voice of the customer (VoC) program. With an executive (or several) onboard, VoC teams can get the funding and tools that they need to succeed. And VoC leaders from Forrester’s 2012 Voice Of The Customer Awards almost unanimously gave others the advice to build executive support.
If you’re struggling to get your program off the ground, heed their wise advice. Appeal to executives with evidence (metrics, business results) and with compelling stories about what might be going wrong for customers and how they’ve been delighted by the experience. Ask for execs to support you in collecting feedback from customers, analyzing that feedback, taking on projects to improve the experience, and monitoring to make sure that those projects are working.
But executives aren’t the only key to a successful program. Top-down support is important, but it has to be balanced with bottom-up support, too. What happens when execs mandate that everyone cares about customer feedback? People don’t really care. It feels like a fad. Employees have to feel some ownership and control — or they just won’t buy in.
I was flipping through the 2012 Forrester Voice of the Customer Award nomination forms the other day, and I realized that I’ve been unwittingly holding on to an valuable resource — all the advice that we asked nominees to impart on other voice of the customer programs. The very last of the six questions on our nomination form is, “What advice would you give to other organizations to make their programs successful?” We got some great answers from the 40 or so nominated companies, so I pulled together the top 10 pieces of advice. If you’re looking for some inspiration for your own VoC program, look no further than the advice of your peers.
1. Build executive support. The majority of nominees offered this advice, and it’s consistent with Forrester’s own research showing that executive support builds a foundation for VoC success. Executive support helps CX pros put key building blocks in place, such as adequate tools to collect and analyze data and processes to systematically act on it. How do you build support? Prove the value of the program by demonstrating tangible business value. Track the results of service recovery efforts to save unhappy customers and aggregate the results of improvement projects initiated by VoC-collected data.