Last week, many of our customer experience analysts – including me and my colleague Sam Stern - were glued to their computer screens, watching a presentation by a big bank. They had introduced a tool to capture and manage ideas from their employees on how to improve the customer experience. This presentation mattered to us because only 25% of CX professionals say their companies’ CX programs actually improve customer experience. Those that fail lack insight into the root causes of poor CX. And those root causes lie in the customer experience ecosystem. So while many companies have programs in place to mine voice of customer, customer feedback alone is insufficient to get at root causes of bad CX because it penetrates only the top layers of the ecosystem.
This is why companies need to add voice of employees. Think of your colleagues throughout the organization as canaries in coal mines. They can warn of potential experience issues before customers notice them, alert you to processes, policies and technology systems that prevent them from providing a good customer experience, help understand how product-related activities that are behind the scenes - like pricing – affect customers, and highlight how the workplace culture affects employees motivations and abilities to deliver the intended experience. Voice of your employees (VoE) is
“Any feedback from employees or partners that pertains to their ability to deliver great customer experiences”.Read more