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Customer Satisfaction Starts from Within
Contributed Article by Renaud Charvet, CEO of cloud calling Ringover
Customer satisfaction starts from within
~ Keeping customers happy starts with
employee experience ~
Anybody working in sales will have been
told “the customer is always right”, probably several times, throughout their
career. Keep them happy, and everything else will fall into place. But ensuring
customer happiness requires a domino effect — starting with employee
satisfaction. Here, Renaud Charvet, CEO of cloud
calling Ringover explains how having access to the right business
technology can enhance the employee experience and generate business value.
Keeping customers happy has always been
important, but with constantly evolving expectations, it’s increasingly
becoming a challenge. The premise behind ensuring customer satisfaction hasn’t
faltered — a prompt, complete service delivery on the first try. But the
reality of how to meet this expectation has changed.
Previously, being served promptly meant a
few days of back-and-forth email communication, or a couple of long-winded
phone calls to resolve a query. But now, with the rise of chatbots and a
culture of instantaneity, people want, and expect, service now. Nowadays, 60
per cent of customers expect a response within ten minutes to regard it as ‘immediate’,
according to Hubspot. Keeping customers happy is the cornerstone of any
successful business. But to ensure outward satisfaction, it’s important to
first look within, at employee experience.
Happy employees, happy customers
Fulfilled, driven and content employees are
the first piece of the pie in ensuring customer satisfaction. In order to have
a sincere, pleasant demeanor and deliver a more attentive level of service,
employees have to be genuinely happy to do their job. It’s not something that can
be faked. And as the face of the business from a customer perspective, the demeanor
of front-line staff has a direct impact on customer experience, and ultimately
It's backed by data too. Combined analysis
of the American Customer Satisfaction Index (ACSI) and a survey by company
review site Glassdoor revealed that across all industry, customer and employee
satisfaction are positively linked. In particular, across retail, food service
and healthcare, a one-star improvement in Glassdoor company rating on average
resulted in a 3.2-point increase in ACSI score.
So, for businesses where front-line employees
are closely linked with customer experience, the impact of employees’ mood and
attitude on customer satisfaction is glaringly clear. After all, customer satisfaction
is intrinsically linked to customer loyalty. And loyal customers directly
benefit business profitability, with a five per cent increase in customer retention
rates increasing profile by between 25 and 95 per cent, according to Bain and
Company. So, to keep customers happy, it’s crucial to first look at the
Elevating employee experience
To improve employee experience, it’s first
important to define what it looks like. And for the majority of America, the future
looks hybrid. According to Microsoft’s 2022 Work Trend Index, 38 per cent of
Americans have adopted a hybrid blend of working from home and the office, with
53 per cent considering making the switch from their current practice in the
next 12 months.
More and more interactions are happening virtually
— whether those are internal collaborative conversations or front-line customer
service delivery. As such, technology is now a central part of the employee
experience. In fact, the two are virtually synonymous, with some people’s entire
work experience taking place through, and relying upon technology and workplace
With this in mind, ensuring employees have a
seamless set up and are equipped with the right tools to do their job is
crucial. According to research conducted by Qualtrics, just 30 per cent of
employees say their experience with company technology exceeds expectations. That
leaves 70 per cent whose expectations are either just met or go unmet. And
unmet expectations ultimately result in a negative employee experience.
Technology for the future
The customer service landscape is shaping
up to be increasingly digital, and so it’s crucial for businesses to implement
technology that’s capable of meeting growing needs. A simple desk phone is no
longer sufficient — to meet the needs of the modern-day customer, companies
need to be adopting a multichannel customer service platform designed to work with
the new employee experience, not against it.
Platforms that can be integrated with modules
backed by artificial intelligence (AI) and machine learning (ML) abilities not
only provide a more intuitive, seamless user experience, but they also open up
new opportunities to automate simple tasks. By alleviating some of the workload
from typically high-pressure customer service positions, automating in this way
will improve employee experience and provide employees with more time and energy
to focus on delivering excellent customer service to those that need it.
While employee incentives like gift cards are
a nicety, they certainly aren’t the deciding factor in determining employee
satisfaction. Listening to feedback and providing the tools required for
employees to do their job is far more valuable for both employers and employees.
A well-equipped workforce that can perform is likely to be happier, delivering
quality service to a more satisfied customer base.
is a leading provider of multichannel customer service software suitable for
all businesses — from smaller startups to large contact centers. For more
information, please visit the website.