Customer-focused research helps us answer these questions, but what is a big driver of customers’ experiences? In an article published on October 14th, 2013 on Quirks’ Blog, Michael Vigeant, president and CEO of GreatBlue Research, Inc. claims that “when employees are happy, driven and empowered, customers sense these traits and respond favorably”.
It is not enough to just survey your customers. Employee research is just as important.
Are your employees feeling overworked two-thirds into your season? Are your sales representatives familiar with your new CRM system? Do your Account Executives feel empowered enough to make decisions on their own? Do your ushers know how to handle irate customers?
When surveying your employees, Vigeant suggests focusing on the following five areas:
- Key motivators
- What motivates your employees to come into work putting their best foot forward? Is it money? The chance to watch a game? The chance to move up the ladder? The camaraderie of the team?
- Level of empowerment
- Do your Account Executives feel as though they can help their season ticket holders without having to get everything approved by management? Can your ushers handle a situation in the stands themselves?
- Company education
- Do your employees know enough about the team/event? Do they know the rules of the ballpark? Are they aware of what other departments are working on?
- Basic needs
- Are your employees prepared for the different questions they will be asked? Do they know how to handle difficult fans? Are they trained properly on the POS software or CRM?
- Communication preferences
- Do they feel as though they know what is going on? Would staff meetings work better in the morning or afternoon? Do they prefer one-on-one meetings or group meetings? Is email sufficient?
Turnkey recommends keeping the survey anonymous. Let your employees provide feedback without the fear of being reprimanded or being let go. Their opinions and insights on what happens behind the scenes will be extremely valuable to the culture around your office AND to your customers’ experiences.
The most important and final step cannot be overlooked. Let your employees know you hear their aches and pains and that you want to help them out. Actively doing something with the data you receive will show your employees you are behind them 100%.
Read Michael Vigeant’s full article, “When employee research is critical to customer satisfaction”, here.