Let’s face it, creating a great customer experience is what we all want. Most organisations today have mounds of customer feedback and purchasing data, but we still see examples of customers interactions falling through the cracks. This can leave you scratching your head and wondering how it went so wrong. While customer feedback is essential, there's seems to be a missing piece to the puzzle. Your employees probably know the answer! Tapping into employee insights and adding their insights to the customer feedback, can be the missing link you need to create a great customer experience every time.Identify the root cause
Customers are usually quite vocal when they have an issue when something goes wrong. Perhaps a product fails to arrive on time or the customer isn't notified when an item is out of stock. While they may raise the issue, a customer is not able to identify the cause. They don't have the insight into the company workflows to identify why the problem occurred. Here’s where your employees come in. They know the ins and outs of your organization and are familiar with the day-to-day operations, computer glitches, and process errors which could cause delays or frustrations with the customer. Having regular discussions with your workers about the systems and processes they use and how they impact customer satisfaction, is crucial to ensuring you get the right outcomes.Invite regular feedback
For your employees to feel comfortable enough to provide feedback, they must be engaged in their role and feel like their feedback will make a difference. While there is a place for annual surveys and reviews, make sure you also create a forum for employees to voice concerns and share their insights in a spontaneous way, when issues arise. Take their feedback seriously. When your employees see that their feedback has been considered and that this has impacted a customer in a positive way, it will reinforce the value of their role and create a feel good factor that’s hard to beat.Keep Employees Happy
Employees are motivated by different things, some are driven by intrinsic factors (e.g. knowing that they are adding value) and others are more interested in extrinsic rewards (e.g. remuneration and benefits). Irrespective of what motivates your team, one thing’s for sure - Happy employees equal happy customers. Lachlan Austin, Director of Strativity Group, a global transformation firm, focused on building purposeful relationships between organisational brand and the customer, has suggested there is a correlation between how little an employee is paid and how frequently they touch a customer. A poorly paid employee with few benefits is not likely to put forth an extra effort to provide the customer with top notch service.Focus on face time
Companies tend to be data rich but can still miss the mark with customer experience. Businesses can often forget to focus on the emotional aspect of what makes a difference to a customer. Those little face to face interactions with another person can sometimes make or break customer experience. This is not to say that chatbots and other technological tools do not support customer experience. AI can be a great asset to any business, but it should be combined with enough human interaction to build trust and make the customer feel cared for.