Communication Is Key For Any Relationship
This is a guest post by Erna Esa, a Research Associate on the Customer Experience team based in Sydney.
In the movie Love Actually, the chemistry between an Englishman (played by the very dashing Colin Firth) and a Portuguese housekeeper (Lúcia Moniz) was evident — but not having the tools to communicate in each other’s language left the pair feeling frustrated and annoyed.
Employees experience a similar type of frustration when they are not offered the opportunity to contribute to the conversations companies have about their customers. How do we know this? Well, we have found that 70% of information workers say that their job requires them to engage with or understand their customers but fewer than 40% of organizations in Australia and New Zealand systematically capture input from their employees about those interactions. That leaves a lot of employees who interact with customers and have knowledge of their company’s customer experience ecosystem without a structured, systematic way of telling their organization what they are seeing and hearing — and that’s frustrating.
Successful voice of the employee (VoE) programs have the potential to transform your organization into one in which talented, dedicated individuals strive to build a career. In many cases, these programs are inexpensive to set up and maintain, yet deliver considerable benefits when implemented across the entire organization. Forrester clients can read about these benefits in our latest report, Engage Employees To Nail The Customer Experience.
It’s no surprise that many of the brands that performed well in Forrester’s inaugural Australian Customer Experience Index research have mature VoE programs. Brands like ING Direct and Bendigo and Adelaide Bank use their employees’ knowledge and experience with customers to identify issues before they become problems as well as opportunities to refine and innovate the experiences and products they deliver.
Don’t you want the same for your organization?