How To Use Employee Surveys To Improve Customer Experience


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Businesses collect feedback from customers to ensure their products and services are up to scratch. The same method is used for employee surveys, and the results also contribute to the bottom line. Here is an alternative look at standard online survey software tools.

According to IBM, employee feedback is new customer research. Why? Customers only share their opinions on specific products or services. An employee, on the other hand, communicates with hundreds of people. As a result, their understanding of customer experience is more profound.



The Bigger Picture

Employees can see the bigger picture. Instead of dissecting one customer experience issue, they may identify patterns and trends. Companies should leverage this knowledge to spot recurring problems. Subsequently, they can improve their processes and boost customer satisfaction across the board.

Suppose a call centre operator receives multiple complaints about the same payments-related issue. They may conclude that the company’s payment module is substandard. Alternatively, transfers from a specific country may require looking into, as these cause the most problems.

An employee works with specific elements of user experience. For example, a sales rep may tell their boss why customers are leaving. This may be due to issues with the company’s mobile app, product defects, or slow support.

People who make money through online stock trading in Nigeria may complain of delays in order execution. In Forex trading, technical interruptions may prevent them from reaping profits. This is why brokers like Forextime provide free VPS, so customers’ orders are always executed as planned.

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Start With Touchpoints

First, you need to know which employees to survey. Create a map of the standard customer journey and identify specialists who are interacted with the most. For different customers, there may be different touchpoints.

For instance, some customers may learn about your business through digital marketing and interact with it via your website. Others may place orders through your physical sales force. Identify these specific journeys and their key stages. Then, move on to the employees involved. From support agents to online marketers to sales reps, make an exhaustive list.

Indirect interaction also matters. For instance, consider data analysts who study customer data, such as feedback from online survey tools. Developers and product managers can provide valuable insights. After all, they sift through customer data daily, so they are also aware of typical problems.

Adapt Online Survey Tools

Employee surveys may be distributed through different channels. From emails to the company’s intranet to social media, identify all possible methods. Make sure it is easy for employees to complete the survey from their preferred devices. This will maximize their response. Surveys on a website work best for support centres. The staff of an offline retailer would rather answer questions from their mobiles.

Frequency also matters. If you send questionnaires too often, there won’t be enough time for thorough result analysis. If employees do not feel that their feedback makes a difference, they become demotivated and reluctant to participate in subsequent surveys. On the other hand, if surveys are arranged once a year, they will not generate enough excitement either.


Integration and Analysis

Once feedback has been collected, it should be integrated with other corporate sources of data — customer feedback and operational data. This will broaden the perspective. Here is a simple example.

Supposed employee feedback highlights an issue with billing. However, operational data (e.g., payment transactions) shows the problem is only observed in one geographic area. Next, you look at customer service feedback and see that the issue has existed for the past five days. This prompts you to conclude that a specific update is to blame. You have identified the root cause and may not devise steps to eliminate it. Feedback must be acted upon. Why not brainstorm solutions with the staff?

Suppose your support centre spots deterioration in customer satisfaction, but it is limited to callers from a particular time zone. These customers do not have an opportunity to contact support outside of regular business hours. You may collaborate with the employees to change their working hours, spreading the workforce over several shifts.

Problem solved! Remember to inform them about the results afterwards. This will make them feel heard, empowered and motivated to perform at their best.


The Bottom Line

Employee feedback provides companies with valuable insights. These may be used to improve customer satisfaction and loyalty. Eventually, this translates into higher revenue. Leverage your staff’s knowledge of customers and business processes to improve brand image and boost sales.

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