The vast majority of organisations realise the importance of listening to their customers. Many have programs in place to increase customer interaction and improve the customer experience. With the link proven between customers who are happy with their service and increased orders, building relationships with customers should be a top priority.
When implementing customer experience improvements such as Voice of the Customer programmes, employees need to be informed and interested in the project as they are key to delivering the customer experience. Josh Bernoff of Forrester research comments: “From a marketing perspective, not keeping your staff updated on what your customers think of you is about the dumbest thing you can do and can undo all your hard work”.
It is essential to share the findings of a Voice of the Customer program with the right people in the organisation. This not only to ensures all matters are followed up but also employees can see their efforts making a difference. Members of staff like to know that what they do affects the end customer in a positive way. Technology projects, when properly planned and implemented will take care of themselves, the focus needs to be on creating a cultural change throughout the organisiation.
