Keith Schorah

Do your employees really know the organisations customers?

Keith Schorah, founder and CEO of customer intelligence platform Maru/Syngro, has 5 tips to aid in employee and customer interaction.

Customer churn occurs when a customer stops doing business or ceases his or her relationship with a company. Simply put, a business’s churn rate is its average customer lifespan: all organisations experience customer churn. Less customers equals less money and it’ a fact that it is 6-7 times costlier to attract a new customer than it is to retain an existing customer.

Here’s my 5 top tips in ensuring your employees really get to know customers and in turn reduce customer churn rates and increase revenue.

  1. If your employees aren’t engaged, your customers won’t be.

The employee’s role and importance must be communicated and this could start by giving employees control of their own customer experience specific outcomes. This can be achieved via performance tracking against targets and an individual’s KPIs. This is a very effective way in empowering and rewarding customer-centric employees whilst promoting ownership of outcomes. As well as on an individual basis, team, department or even company-wide target setting is crucial in highlighting areas in need of extra training and upskilling to help staff improve.

2) Add that personal touch

Generic emails and automated voices miss that true interaction between a customer and an organisation. Make sure your employees add this personal touch and spend time talking to your customers; they want to feel they are talking to a human and not a robot. Always include names, that is, the customer’s name but also your name. Would you rather receive an email from Bob or from the customer care team? The ability to track your customers behavioural patterns is also a great way in kick starting conversations with meaning.

3) Know your weaknesses

Do you know why customers cancel or leave? Do you know why people don’t sign up for your service? Have you identified the areas your company is lacking in? If you’re not aware of your weaknesses, you’ll never be able to fix them and nor will your employees! Customer complaints are also an opportunity to turn a bad customer experience into a positive, leaving disgruntled customers with the feeling that everything has been put right, whilst simultaneously helping to increase customer loyalty. Transparency really does build trust with customers and this should be communicated across your organisation.

4) Be ahead of the competition

It’s simple: if your customers feel like they can receive better customer service and a better product elsewhere, that’s exactly what they will do. Make sure employees include incentives to loyal customers and actively promote promotions and offers. You also need to ensure everyone in the business listens to and communicated customer improvements and when they’ve been applied, let those customers know. Whatever your advantage is, deliver on it; you expect it from the companies you work with, and your customers expect it from you.

5) Adopt a strong CX programme

A strong Customer Experience programme allows for you and your organisation to receive and achieve real time results, and gain key customer insight from trends and behaviours. It’s vital that customer experience is designed for and measured by what customer’s actually experience. A customer experience programme should allow employees to learn from customer insight, improve processes, manage data and ultimately engage with customers.