Category Archives: Voice-of-the-Employee (VoE)

3 elements of trust. 6 elements of powerful tech

In a very recent and interesting Harvard Business Review (HBR) article, Jack (CEO) and Joseph (President) from Zenger Folkman (a leadership development specialist company) talk about how trust is crucial for leadership, and describes the 3 elements of trust.

  1. Relationships
  2. Judgement
  3. Consistency

I really do encourage you to read the full article here.

But what also caught my attention were a few statements that tell us a bit about their research and study, and how they were able to derive such insight.

  • by looking at data from the 360 assessments of 87,000 leaders
  • able to identify three key clusters of items
  • “we looked for correlations between the trust rating and all other items
  • after selecting the 15 highest correlations
  • performed a factor analysis that revealed these three elements
  • By understanding the behaviors that underlie trust

It caught my attention because these are the challenges that most organisations and companies face today, when it comes to measuring and assessing customers and employees experience…

  • How can I easily reach out to my audience – all my employees or customers?
  • How can I easily correlate variables to understand what is impacting the bottom line?
  • How can I easily carry out the necessary analysis to reveal relevant findings?
  • How can I easily identify trends and drivers that can lead to actions?
  • How can I easily understand the behavior of my audience – employees or customers?

Well the answer is… you can do it if you have an established strategy, well defined processes, and very specialist resources. But you can only do it easily if you have an outstanding and powerful technology platform, that enables you to…

  1. Reach out to massive audiences and collect large volumes of data
  2. Combine operational (O-Data) and experience (X-Data) data
  3. Perform statistical analysis on the data collected
  4. Carry out text and sentiment analysis, on free text/comments
  5. Find trends, drivers, and solutions to prioritise
  6. Generate relevant insights and drive actions

In recent years, I have been focusing a lot in helping companies and organisations implement and use technology for such purposes. And within the portfolio of available technology platforms, there are a few that stand out. The one which I believe is best positioned and most powerful is Qualtrics which was recently acquired by SAP. I encourage you to have a look, and try it out, if you haven’t already.

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CX Chat – Closing the loop with the customer

Every Wednesday a group of Customer and Employee Experience enthusiasts joins #CXChat, a twitter chat hosted by @annettefranz and @sueduris. This chat is for CX and EX professionals to connect, learn and share best practices. And every week it has a new topic.

Two weeks ago the topic was Closing the loop with the customer on feedback and other items. A very interesting topic around which Sue and Annette launched a series of questions for discussion. Very interesting discussions and opinions were shared, which you can see here.

This topic is dear to me, so I participated and shared my points of view. Some of which you can see below (apologies for some misspelling, but I was using my smartphone).

Q1. What does closing the loop with the customer mean?

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Q2. What is the importance of/are benefits to closing the loop with the customer? How does it help the customer experience?

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Q3. What are examples of companies failing to close the loop with customers?

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Q4. Can you measure whether you’re doing a good job with closing the loop with the customer? How can you tell?

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Q5. What are examples of companies effectively closing the loop with customers?

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Q6. If your CEO asked you to define a good closed loop process and provide best practices on how to manage it, what would you tell him/her?

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Q7. Closing the loop on customer feedback isn’t just about following up with customers. How does your company close the loop with employees?

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Q8. What are best practices for closing the loop with employees?

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Keep up with customer perceived value

To thrive in today’s hyper-competitive and hyper-connected customer-focused world, you must not only deliver a positive Customer Experience every time you interact with a customer, but also create, deliver and refresh value, as perceived by customers, on a continuous basis.

The Kano Model (theory of product development and customer satisfaction developed back in the 80’s) classifies customer requirements into categories, and can be used in experience management to help us understand how customers perceive the value they get.

  • Must-be or the unspoken customer requirements are so obvious that the customer doesn’t expect to have to spell them out. They’re the absolute minimum, and the customer won’t even notice if you meet them. But if you don’t, it will be so crucial that you should be prepared to lose a customer.
  • One-dimensional requirements are related to product features or elements of service delivery. The more of those you meet, the better the Customer Experience, and the highest the customer will think of you. If you fail to deliver them the customer will certainly be disappointed and open up to competition.
  • Delighter requirements are the ones that surprise the customer and will delight or even wow, having an extremely positive impact on the Customer Experience, leading to word-of-mouth and advocacy. But no harm is done if these aren’t there, as they are not expected anyway.

The interesting thing is that with time Delighter requirements become One-Dimensional, and One-Dimensional requirements become Must-be. And that is one of the reasons you need to continuously update your understanding of the customer, and their perception of value.

There is only a limited number of ways to increase your knowledge of the customer. Look into solicited and unsolicited feedback – two good examples of that are the voice-of-the-customer (VoC) from surveys, or the interaction and buying information from CRM systems.

But the challenge is: how quickly and effectively can you collect, gather, aggregate or analyse data, and find actionable insights that will allow you to enhance an individual’s Customer Experience with your company and its products or services?

You will definitely need to assemble a cross-functional team. As OVUM says “the twin engines of growth – Customer Experience and continuous innovation – are not departmental challenges, as they have implications for the entire enterprise, its ecosystem of partners and suppliers”.

And you will undoubtedly need technology to enable and support you. An agile technology platform, focused on experience management, which allows you to collect valuable information and data at every customer journey stage, and from every touch-point or channel.

A technology platform that allows you to incorporate customer knowledge and feedback into every decision, by offering powerful capabilities to analyse, prioritise and predict based on statistical, text or sentiment analysis. As well as allow tracking of progress and immediate action.

So, if you are trying to keep up with your customer’s perceived value make sure you surround yourself with the right people, gear yourself up with the right tools, and put in place a continuous improvement plan, that will certainly have a start date but no end date.