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Friday, July 12, 2024
CEOWORLD magazine - Latest - CEO Journal - Investing in Employees for Improved Customer Experience

CEO Journal

Investing in Employees for Improved Customer Experience

Greg Kihlström

The customer experience (CX) is the grand sum of all interactions between a company and its customers. It’s the lasting impression that a business leaves on its patrons, and it’s one of the most important elements when it comes to creating long-term relationships with customers. If companies want to make sure their CX is up to par, they need to invest in their employees. Let’s take a look at why employee investment is so important and how companies can go about it. 

The Positive Impact of Investing in Employees

Employees are the backbone of any organization, but they have an even more important role when it comes to delivering exceptional CX. Investing in our workforce is of the utmost importance for providing excellent customer experience. 

When businesses invest in their workers, whether through training or incentives, they create an environment where employees are motivated and empowered to provide the best possible service to customers. This leads to sustainable improvements in CX, including creating loyalty from customers who feel valued and appreciated by the business. 

Our team always strives to go above and beyond for each individual customer we serve, understanding that everyone expects a unique level of service. We value the dedication, enthusiasm and innovative problem-solving abilities our employees bring to their positions every day, and aim to recognize their hard work in any way we can. Their passion is a core component to our success and we are committed to ensuring they have everything they need in order to continue providing first-class customer experience. 

The Business Impact of Employee Investment

Businesses often don’t realize how much money they can save by investing in their employees. Reducing employee turnover costs can save money in terms of recruiting new staff, onboarding them, and retraining them in customer service processes and protocols. Furthermore, retaining employees who already have significant knowledge about customers’ needs gives businesses an edge over competitors, who might not understand their clients as well or be able to anticipate their needs as effectively. Moreover, investing in employee experience programs helps employers increase productivity, while simultaneously boosting customer satisfaction – a win-win situation for employers and customers alike! 

Keeping employee turnover low is essential to maintaining customer experience knowledge within a business. When a knowledgeable employee leaves, they take with them the invaluable skills and insights that have been accumulated during their employ at your company, costing you both precious time and resources when having to replace them. This can result in inconsistencies in customer experience knowledge being disseminated among your staff, leading to reduced efficiency levels. By understanding why employees leave, businesses can better equip themselves with strategies for retaining valuable team members and thus key CX knowledge within the organization. 

Showing Every Employee Their Line of Sight to the Customer

Every employee is an integral part of the customer experience, from frontline workers to administration staff. They devotedly provide a positive and helpful service that is tailored to their customers’ needs. As I say in my latest book, House of the Customer, every employee should be shown their “line of sight” to the customer, meaning how their job can positively impact the customer experience. This helps add purpose to their work, and can be used as both a motivator, as well as a reward when done well. 

Whether it’s by building rapport with the client, advising an appropriate product to suit their needs, or efficiently handling transactions and inquiries, no role or responsibility can be overlooked in creating a fulfilling customer journey. Great customer experiences go far beyond replying to emails or smiling at customers. CX requires all employees in the company to work together towards putting the focus on the customer’s satisfaction. 

Challenges Employers Face with Investing in Employees

Of course, there are challenges associated with investing in employees. When deciding how best to invest in their employees for improved CX, employers need to find the right balance between investing in employees while still focusing on competing priorities like cost control, marketing strategies, and such; ensure that staff understand the connection between their actions and customer satisfaction outcomes; and, identify effective incentives for motivating staff. 

Ensuring customer experience is excellent is a key area of growth for any business that wants to be successful long-term. For sustainable improvement in this area, it is vital that employees are thoroughly engaged with the company’s goals and values. Without genuine engagement with the mission, CX initiatives won’t achieve their fullest potential. It’s essential to include employees in conversations about CX and make sure they understand why making customers happy is invaluable to the organization’s continued success. When frontline employees have ownership over CX, they are better equipped to satisfy customers and create a truly remarkable experience with every interaction. 

What Companies Can Do to Invest in Their Employees for Improved CX

Investing in employee experience should be at the top of every company’s list when trying to improve customer experience. Businesses should develop a culture focused on excellence by investing time in development plans, career growth opportunities, effective training programs, and collaboration opportunities. Additionally, businesses should prioritize creating a positive work environment by encouraging open communication, trust building, recognition programs, and flexible working hours. Ultimately, businesses that take steps towards investing in their employees will benefit from increased loyalty from both staff members AND customers, alike. 

The Bottom Line

When it comes down to it, investing in your employees is essential for improving customer experience–and therefore essential for long-term success. By taking steps towards cultivating an atmosphere focused on collaboration, and recognizing employee contributions (both large and small), companies can ensure that they are providing excellent service that keeps customers happy – and coming back again!


Written by Greg Kihlström.
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CEOWORLD magazine - Latest - CEO Journal - Investing in Employees for Improved Customer Experience
Greg Kihlström
Greg Kihlström is a best-selling author, speaker, entrepreneur, and currently an advisor and consultant to top companies on marketing technology, customer experience, and digital transformation initiatives as Principal and Chief Strategist at GK5A. He is also the host of The Agile Brand with Greg Kihlström podcast. Kihlstrom has worked with some of the world’s top brands, including Adidas, Choice Hotels, Coca-Cola, Dell, FedEx, HP, Marriott, MTV, Starbucks, Toyota, and VMware. House of the Customer is his 11th book.


Greg Kihlström is an opinion columnist for the CEOWORLD magazine. Connect with him through LinkedIn. For more information, visit the author’s website CLICK HERE.