We’re all familiar with the proverb, “the road to Hell is paved with good intentions.” It is thought to have originated with Saint Bernard of Clairvaux who, back around 1150 AD wrote, “L’enfer est plein de bonnes volontés ou désirs, ” which means Hell is full of good wishes or desires.
Another meaning of the phrase is that individuals may have the intention to undertake good actions but nevertheless fail to take action. There is no doubt that improving customer experience is one of the most important priorities for companies, but executing on that goal can be tricky. Customers expect the companies they do business with, at the very least, to meet or exceed their needs. Meanwhile, leaders managing customer experiences are neglecting the role their employees play in the improving the customer experience. We can all agree that while companies have the best intentions when it comes to giving customers a memorable experience, they are just not getting it done.
Businesses that understand the importance of employee engagement and manage it through formal programs that align with customer experience goals achieve better results. In fact, Aberdeen reports, companies with formal employee engagement programs in place enjoy 91% greater year-over-year improvements in customer satisfaction rates.
Where do companies even start?
The first step is to understand and address employee expectations — when employee needs are met, they are more likely to be engaged in helping the company meet customer experience goals.
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