5 Ways to Get Better CSAT with ESAT
“The customer is always right.”
The phrase is so cliché that it now shapes our entire consumer experience, setting the expectation of a seamless, flawless, infallible world of near-royal treatment.
But what effect does this deeply ingrained business mantra have on consumer-facing employees? Where does that leave them? In the zero-sum game of consumer vs. brand, does that mean employees are always wrong? Have we completely abandoned any hope of employee satisfaction (ESAT) in favor of customer satisfaction (CSAT)?
Can’t get no satisfaction?
More and more brands are starting to realize the value of treating employees well in order to positively affect the treatment of consumers. A well-known fact from Bloomberg: “People perform better when they’re happier.”
Bottom line: Happy employees are motivated employees. And it doesn't go unnoticed by the public.
Below, I’ve listed five ways to create a win-win scenario for consumers and your staff.
- Reward the behavior you want. This paraphrased advice from Jack Welch is anything but obvious to many organizations that shape process and compensation on results — regardless of means. Look at your employees for the ideal behavior that exists today and figure out how to build the process around that. Then test it. It’s human nature to seek the shortest route to the final destination, so make sure shortcuts don’t undercut your goals or end up rewarding negative behavior. Otherwise, you’ve created a morale killer that makes your best employees outliers rather than the norm.
- Treat employees the way you’d like them to treat your consumers. It all comes back to the Golden Rule. It’s human instinct to reflect our environment and eventually adapt to the behaviors we’re exposed to over and over. If businesses of all stripes treat employees as owners in the success of the business, they will start acting like it. Then, rather than the zero-sum game of employee vs. consumer, you’ll have employees who look for ways to arrive at mutually beneficial outcomes. Treat people like they have a stake in the resolution, because that’s why they’re here.
- Keep it interesting. Mundane, monotonous, and downright boring work is not only mind-numbing, it’s another morale killer as well. Customer care professionals probably suffer the most in this area, often answering the same five, 10, or 20 questions ad nauseum. As consumers grow more self-sufficient — using apps and self-service to complete transactions and resolve issues — you should use your web and mobile properties to provide clear, targeted information based on behavior data and insights. Also, use those top five questions to improve your site; there’s obviously something missing. (Caveat: I’m not suggesting you try to answer every possible question. More information is not better information. Better information is better information. You have the data — start using it!)
- Give them the tools they need to advance CX. Whether it’s proper training, the latest technology, or “Taco Tuesdays,” giving your staff more than just the basics will create better results than leaving them to cobble together solutions on their own. Customer care professionals need to be able to provide the type of CX you want. So, if you want customer support to address a consumer by their first name or identify whether or not someone is enjoying their purchase, that information needs to be readily available and also automatically presented when that consumer is engaged.
- Be consistent. Consumers don’t use the term “omnichannel” — and why should they? They aren’t cognizant of the differences between the multiple, siloed channels your company provides, and it’s your job to preserve that seamlessness. Granted, this is easier said than done. But centralizing customer activity and interactions across digital channels at the least will give you greater insight than the current disconnected experience from channel to channel. Giving employees not only access but encouragement to use this information will create higher-quality interactions based on more comprehensive understanding of the customer. Outcomes? Higher FCR, increased CSAT, lower handle time. And empowered employees.
The relationship consumers have with your employees is a significant part of the interaction they have with your brand. In fact, it may be the only point of human interaction. Keeping both halves of that relationship happy is essential to ensuring a positive, lasting, and memorable experience.
It all starts with treating your employees well.
How do you keep your employees happy?