Have you ever had a situation that you were dreading, but turned out to be not so bad? That happened to me recently when I needed to take my son to a local flu shot clinic. We weren’t having any luck with the flu shot supply at our doctor’s office, so we loaded up the family and went to a flu shot clinic. I expected it to be a torturous experience. I imagined a line of people hundreds deep, with a wait time that was measured in hours, not minutes. Much to my surprise, the event was very well coordinated and staffed, which resulted in us getting right and out. When leaving, it struck me how easy the whole thing was.
What lesson is there for us as customer advocates? In order to motivate our organizations to take action, we must make it easy for them to participate in the process. If we don’t, employees will view it as just one more thing that they need to and will be looking for ways to avoid it. Think of your company when answering the following questions:
- Is there an efficient process in place for sales teams to provide customer contact names?
- Do people know where to go to get feedback that customers provided?
- If they do know where to go, is it easy for them to retrieve it?
- Is there an easy way for people to document the action they have taken with customers?
If you are like most organizations, the answer to one or more of the questions above is “no.” When designing the customer feedback system, focus on making the process easy for people to participate in. Think about how the process can be embedded into existing processes and management systems. Use technology to enable efficiency around program administration and documentation activities. If successful, I bet you find that the uphill battle on getting employees to participate won’t seem so steep.
Vice President, Client Service