Execs In The Know- A Global Network of Customer Experience Professionals

Tag Archives: Brand Ambassadors

Corporate Journey Mapping & The Importance of Internal Advocates

We all know the importance of a raving fan or brand ambassador. Those loyal followers that purchase your product or service time and again. They are willing to recommend you to others and share their experience with their friends. These individuals are pure gold to any business, but what about your internal advocates? Taking care of your own and growing a tribe from within will help to make your business a better place to work and help to spread your message organically through your employees.

Your employees, everyone from customer service representatives who may be the first point of contact, to individuals in HR or Finance, play integral roles in your business. They keep things running smoothly and ensure your customers have pleasant experiences. They can be happy and excited about their job and your brand – or the opposite – which could have a negative effect on other employees, your customers, and ultimately the success of your brand.

Corporate Journey Mapping

We’ve all heard of Customer Journey Mapping – tracking the journey or steps your customer takes to interact with your brand, make a purchase, submit an inquiry, etc. It’s often used as a means to discover what is working and where improvements can be made, to create a more convenient and pleasant customer experience. What not do the same thing internally in your organization and its various departments?

There are a number of areas you should examine to see if there is room for improvement. Start with taking a good hard look at your departments and try to understand the journey your employees have to take. Understanding department gaps can help you avoid disconnect, bottleneck, and save time and frustration for everyone involved. Next move on to the employee experience. Does everyone seem informed and on the same page? Do you have the proper training and technology? Are you creating a positive atmosphere, providing incentives, or providing encouragement and opportunity for growth? Do your employees seem happy and excited to come to work? This brainstorm session can help you identify what you currently have in place and where you’re falling short.

Here are a few main areas you might look to improve:

1) Culture & Transparency

It’s important, especially as your company grows, to try to maintain a consistent company culture across all sites or locations. You must first understand your company mission and values, and then be able to concisely communicate that to employees. Whether it be through a company document, video, or sit down meeting. Find a way for this education and on-boarding process to be fun and memorable. Continue reading

The Power of Employee Advocates

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The following is a guest post from Susan Hash, Editor of Contact Center Pipeline.

Social Media: Tap Into the Power of Employee Advocates

Businesses pour an incredible amount of time and budget into creating positive buzz on social media. While tweeting, liking and sharing has largely been the domain of marketing and social media teams, more companies are now encouraging their employees to become brand ambassadors using their personal social networks. It’s called employee advocacy. Although it’s not a new concept, adding a social media component has amplified the effects.

What makes the employee voice so powerful? Employees have more credibility than the CEO on social media when it comes to the company’s work environment (48% vs. 19%), business practices and crises (30% vs. 27%), according to the 2016 Edelman Trust Barometer, the global communications marketing firm’s annual trust and credibility survey. The survey respondents also stated that, on social media and content-sharing sites, they’re far more trusting of family and friends (78%) than a CEO (49%).

I recently had the opportunity to talk with employee advocacy expert Christopher Hannegan, Edelman’s executive vice president, U.S. Practice Chair, Employee Engagement. The idea behind employee advocacy, he says, is that employees are so impassioned and excited about their company’s products, culture and workplace, they will actively talk to others about it, encourage them to buy the company’s products, or apply for a job.

Naturally, employee advocacy is rooted in the culture. “You have to have an engaged workforce before you can expect employees to go outside of the company and start talking favorably about what it’s like to work there and how great the products are,” Hannegan says. “Employees need to understand and feel good about where the company is heading, their role within the company, what they can do to make a difference, and they need to have a good relationship with their manager.” Continue reading

Innovative Strategies Companies Are Using to Turn Customer Support Into a Powerful Profit Center…While Increasing Customer Satisfaction

The following post is a guest blog written by Errol Greene, Solutions Development Manager for Clear Harbor, LLC

It’s a given that customer service is currently experiencing a renaissance in many regards—ground-breaking companies are starting to realize that the CSR’s role has become far more than simple issue resolution. They are now recognized as a direct face of the company—critical brand ambassadors, vital to customer experience.

Innovative companies are realizing the benefits of having an existing customer reach back to them, and the resulting opportunity it provides to present an outstanding customer experience, as well as a chance to entrench the customer more deeply to the company.

As an upshot, service-based suggestive up-selling and cross-selling have become integral to many companies revenue plans, increasing them by as much as 10% annually. Some companies have become so effective at this that their customer support departments are no longer cost centers, but profit centers instead. So how do they do it—without angering the customer or being pushy, and causing customer satisfaction to suffer?

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