Want to Improve Your Customer Experience? Start With Your Employees

    By Brandon Sawalich | Small Business

    In order to create a customer experience that makes doing business with your company a pleasure, we all need employees who are willing to go the extra mile for customers. At Starkey Hearing Technologies it is not only our goal to be a company people want to work with, it is our goal to be the easiest company to do business with in our industry. Our mission is to serve our customers better than anyone else.

    So how can you empower your employees to address your customers’ concerns appropriately, in a timely manner?

    Hire compassionate people. If you start with high-quality, kind people who genuinely care about customers, half of your task is complete. Easier said than done, though, right? At Starkey Hearing Technologies we hire for attitude and train the talent. We want people who have positive and contagious attitudes around team success and customer engagement. Identify the talents for the role you’re hiring for, invest in developing those talents and expect the same time commitment from your hires. People are the bottom line of all organizations – be disciplined in your hiring process.

    Invest in tomorrow. Whether an employee has been with your company 10 days or 10 years, everyone can benefit from frequent reminders about the most important factor in your business: the customer. Additionally, the tools to listen to and help customers are changing every day. Take social media: We all know it’s transformed the landscape of customer engagement and brand building. But your employees may not know the ins and outs of using social media channels to help customers – especially in ways specific to your company and industry. That’s where training comes in. Keeping your employees one step ahead of the latest tools can only improve your customer experience, and your business.

    Keep it simple. There’s a lot out there about customer satisfaction metrics. While these analyses are important and have their place in any business, it’s all for naught if the simplest outlooks aren’t embodied by every employee. For example, I often say, “People don’t want to be sold to; they want to be helped.” I come back to this mantra time and time again. What mantra do you want instilled in every employee you lead and hire? Whatever it is, it needs to be at the heart of every business decision and customer interaction.

    Create a culture of integrity. People want to do business with people they know and trust. This is also true for your employees who work for you. Keep employees in the loop about company happenings. If there are upcoming changes approaching – such as a new product rollout or a change in process – think through how they will affect your customers, and share these changes with your employees at every level as early as you can. Your employees can help anticipate customer needs and plan for a smooth transition with your customers’ best interests at heart.

    Say ‘thank you.’ Leading by example is vital in creating a great customer experience. To help reinforce the behaviors you’re promoting, stop to say ‘thank you’ to your employees. Whether it’s a verbal recognition of a job well done in a meeting, or a larger employee appreciation gesture, you’re in charge of creating a culture of gratitude among your team. When people feel good about their work, it’s easy to carry that positive attitude forward to customers.

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