Activities like attracting and retaining the right people and engaging employees have become increasingly important to CEOs. Customer experience professionals can be a valuable resource in helping employees across the organization identify with customers. Here are a few tips:
- Identify targets of influence. Because talent management isn’t normally on the CX professional’s radar, probing to find targets of potential influence, building strategic relationships and collaborating with employee-related functions are important and can help create an organization-wide shift in culture.
- Leverage direct employee feedback. Understanding what employees know, understand and think about customers is often the first step in determining how and where CX professionals can create the most impact.
- Support recruitment and hiring. CX professionals are in a unique position to help hiring and recruiting professionals develop a list of characteristics and attributes to look for when hiring employees. If associates are selected with customer focus as part of the criteria, they’re more likely to thrive and contribute to the organization in ways that help create an advantage.
- Get involved in onboarding. Describing to new hires how the company’s culture, strategy and customer-focused purpose create value for its primary stakeholders is an essential way CX professionals can impact employee engagement.
- Organize mentoring and training. Mentoring can be an effective way to expose employees to customer-centric ways of doing business. Pairing veteran employees who have a strong understanding of customer needs with newer employees can help bring customer focus to day-to-day responsibilities. Finding ways to supplement existing training with the customer journey map enhances connections between employees and customers, helping associates feel as if they are part of something significant that extends beyond their job.
- Identify rewards, recognition and even intervention. When actions result in improvements to the customer experience, CX professionals are in a position to nominate employees for awards, share recognition with supervisors and find other ways to highlight and recognize good work that benefits customers. On the flip-side, helping the organization deal with employees who aren’t aligned with the customer strategy is another responsibility of the CX professional.
- Promote through communication. CX professionals can work with those responsible for company communications and internal marketing to ensure customer focus is part of the messaging. This helps promote enterprise-wise solidarity, inspire new ways of thinking and engage associates “beyond the numbers.”