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How does Human Resources Impact Customer Experience?

May 27, 2020 Veronica Chimney

When customer experience is delivered right, brands can increase their revenue remarkably, simultaneously creating happier customers who enjoy using their products and services.

All the big brands worldwide continuously strive to make things easier for their customers and provide excellent customer service. Those who are truly able to do that, their customers return to them again and again and even become their brand advocates. So, organizations must know how to get the customer experience right in this on-demand, fast, and digital world where we live today.

Also, it’s a common belief that the secret to a great customer experience lies in employee performance and operational excellence. However, the department of Human Resources is often overlooked, but it plays a primary role to take an organization’s customer experience to the next level.

How?

Read on

Impact on Employees’ Attitude

The attitude of your people who face customers is vital for your brand to deliver an excellent customer experience. At the strategic level, the culture of your organization tends to be a huge factor in developing a positive attitude among employees. The attitude towards customers is also impacted by the personality and professionalism of the individual. So it’s clear that the Human Resources department should be on board with the customer experience strategy of your organization. It will help if you keep in mind that when hiring, the right competencies of the candidates are adequately screened. 

Making People Knowledgeable

Your customer-facing employees must have expertise in product and industry knowledge. Here, the HR department can play a significant role again as their relevant training programs can bring new employees up to the desired level and also keep the experienced employees updated on recent developments in the industry. An effectively managed CRM strategy that has HR as an integral part, can also be helpful concerning the prospect and customer knowledge.

Fostering Employees’ Skills

The HR department of organizations can provide state-of-the-art sales and product training. It can help empower the company’s frontline employees to develop the skill of listening, which gives them the ability to put their customers’ needs before their own. Listening is a mission-critical skill that directly impacts the degree to which your organization is customer-focused.

A Constant Support for Employees

Just like the operating systems like Linux and Windows are not often highlighted since they operate behind the scenes, your employees also need support from other departments that are not always obvious to the customers. For example, the way that the Finance department supports car dealers or how personal trainers support athletes.

Here, the organizational culture comes into the picture; a collaborative culture at the corporate level can help deliver effortless customer experience. Similarly, the HR department can empower employees to create an environment so that they can deliver effortless customer experience all of the time. It will truly help the company to emerge as a customer-centric one.

Recognition of Customer-Focused Employees

Recognizing positive behaviors and achievements of the employees is one of the great ways to boost the internal culture of an organization, driving people to become more customer-oriented. Employee recognition is a powerful motivator that can altogether turn around your organization’s customer experience efforts.

Human Resources can play a vital role here to appreciate the employees who strive to improve the company’s customer experience. When they are recognized more, they eventually perform better. It has been observed that people who feel recognized find more purpose in their work. When the HR department engages employees in rewards and recognition events, employees feel directly tied to the organization’s success, remain motivated to perform even better, and never fail to deliver a memorable customer experience.

Final Words

It’s essential to stay committed. The more an organization’s HR department can drive employee engagement, the stronger the impact it will have on the success of the customer experience strategy.

At Etech, we continuously implement the best practices to keep our workforce engaged, and this has tremendously helped us to deliver an effortless customer experience for more than 20 years now!