I was reading through Bruce Temkin's 6 Laws of Customer Experience (CxP) yesterday, and I was struck by how well a survey program fits in with his CxP laws. I talk about implementing online survey programs to gather customer feedback all the time, to the point that I sometimes feel like a broken record. Often though, employees are overlooked as an essential part of the customer experience especially if they aren't front-line employees. For that reason, my favorite two laws are numbers four and five: • Unengaged employees don't create engaged customers
• Employees do what is measured, incentivised and celebrated
• Great customer experience is not sustainable unless employees buy in to organizational goals
• Wowing customers is nearly impossible if you have low employee morale
• Employees are less likely to do something if it's hard - make it easy to do the "right" thing
• Employee relationships are just as important as customer relationships
• Measure employee engagement, this is a great time to use a net promoter (NPS) question to ask employees how likely they are to recommend your organization as a place to work
Various types of employee feedback and HR surveys can include questions to evaluate how your organization is doing when it comes to fostering the correct environment for providing amazing customer experiences. A quick online survey can show management if they're doing a good job communicating organizational goals, motivating employees, boosting morale by celebrating their successes, etc. One of the best ways to measurce customer experience is to measure employee loyalty and morale using surveys.• Wowing customers is nearly impossible if you have low employee morale
• Employees are less likely to do something if it's hard - make it easy to do the "right" thing
• Employee relationships are just as important as customer relationships
• Measure employee engagement, this is a great time to use a net promoter (NPS) question to ask employees how likely they are to recommend your organization as a place to work
Employees are an organization's biggest asset; but if employees aren't motivated, don't understand or are just expected to churn through tasks, they could also be your biggest liability when trying to boost customer retention. A good first step to checking in on your customer experience is to check in with your employees through some type of employee satisfaction survey.
If your organization doesn't currently conduct employee surveys or conducts paper based surveys, I'd recommend signing up for one of our online product demos or a free trial of the Cvent Web Survey software.
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