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How to Craft a Better Customer Experience: Focus on Communication Strategy

By Ben Eubanks | 2-min read

Want to create a great customer experience? It all starts with the people who serve your customers: Your employees. Developing a positive, high-impact employee experience is the key to creating an engaged workforce that goes above and beyond in service to your customer base. 

But while every employer wants those results, management isn’t always quite sure how to achieve them. What does it take to create the kind of work environment that leads to these positive outcomes, and what happens when those conditions aren’t met?

Data from Gallup research show a strong linkage among employee engagement levels, company growth, and customer satisfaction. One of the keys to creating that positive employee experience is with a transparent, holistic approach to employee communication. However, failing to meet that threshold leads to inherent business challenges. In order to succeed, the best employers inspire employees to care, inform them of key information, and reinforce those points over time. 

Customer Relations Challenges Created by Poor Communication

Take a moment to think about a frustrating customer interaction that you’ve experienced. More often than not, these negative situations can be traced back to poor communication – and what you’ve felt externally can always be mapped back to internal disorganization or value. 

For instance, when employees feel like they are not “in the loop” on what’s happening in the workplace, they simply can’t understand how they fit into the bigger picture – and feeling dispensable or undervalued often leads to increased employee turnover. While this is an incredibly common scenario, there are plentiful opportunities to avoid it. By taking the time to communicate with workers in a way that inspires them to care about the greater mission and vision of the company, firms can retain those workers and deliver more value to customers. This yields trained, motivated workers who are eager to constantly improve job performance – providing the company with better customer experience.

Another common issue stems from a lack of engagement: Employees that aren’t satisfied on the job will never go above and beyond to provide a better customer experience. Research from Northwestern University backs up this concept, proving that internal communication is the primary driver of employee satisfaction. Communicating with employees in an authentic, transparent way creates a more positive environment for the workforce, and it also drives additional value for customers every time they interact with this highly engaged population of individuals.,

Finally, quality can suffer when communication is not an organizational or management priority. In many firms today, workers are often misaligned, out of step, or even working at cross purposes with the objectives of their employer. This is not because of a fault with the employees themselves, but simply due to the fact that the employer hadn’t made it a priority to communicate effectively. When employees understand the overarching goals of the organization, they have the opportunity to deliver a consistent, high-quality experience that customers will love.

The purpose of employee communication is not only to inspire workers, but to educate and inform them as well. By taking a strategic approach to communication, employers can create value for customers through the employees that serve them, not in spite of them. 

Connecting the Dots 

Having a fully engaged office ready and willing to take care of your customers doesn’t happen by accident: It’s intentional and deliberate, and a proper internal communication strategy is key to external success. 

Effective employee communication takes effort and time, but it also brings incredible rewards as well. A variety of research shows that employers that make communication a cornerstone of their HR practices are more likely to have an engaged and retained workforce, which is more likely to deliver better customer experiences. Ultimately, those customers ultimately drive greater profitability and value for the employer. It truly is a virtuous cycle that all starts with making communication a key part of organizational strategy.