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November 2011, Vol. 1, Issue 1

Employee focus transforms customer experience management strategies

Most business managers know there is a link between happy employees and satisfied customers, yet they are often challenged to capitalize on this connection when implementing customer experience management (CEM) strategies. As a result, analysts caution that CEM projects are at risk if managers don’t focus more on employees. Two issues come into play for CEM initiatives, which are typically cross-company efforts aimed at improving customer experiences throughout the lifecycle. First, managers need to find ways to help employees care more about their jobs. Otherwise, customers immediately recognize an apathetic employee, and that can damage even the best mapped-out CEM plan. Second, managers need to create opportunities for employee feedback, not just on jobs and tasks, but on company plans. The goal is to factor that feedback into CEM projects. As several analysts note, employees, particularly those on the front lines of customer service, can often provide the best insights into customer concerns. “The best companies have the ...

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