Customer satisfaction and staff performance: Time to re-evaluate evaluation?
If you don’t connect employees to customer experience in determining compensation and bonuses, you’re not going to get results, says Lior Arussy. Or you won’t like the results that you are getting.
- Job descriptions. Do Key Performance Objectives stress functions or results? Have you formalised customer-centric objectives formalised, or have you presented them as just "good ideas"? People do what they are being paid for, not what they are told.
- Metrics. Are employees’ numeric goals function-centric or customer-centric? If you don’t hold them accountable to ultimate customer spending, they won’t care about that and won’t work to impact it.
- Compensation. Employees do what you pay them to do. You pay them to engage in fragmented activities, they’ll be happily fragmented all day long. If an insignificant portion of their pay depends on customer results, customer results will get insignificant attention.
- Decrease in customer complaints
- Improved customer’s perception of and attitude toward the brand/organisation
- Increase in customer "Thank You" letters
- Increase in customer ideas and insight
- Decreased customer attrition rate
- Increase in customer referrals
- Increase in overall customer base
- Decreased cost of new customer acquisition
- Increase in customer interactions with the organisation
- Increase in customer and prospect purchase consideration
- Increase in customer acceptance
- Increase in customer upgrades
- Increase in sales of accessories
- Increase in cross-selling results
- Increase in customer overall wallet share
- Overall growth in business per customer
- Increased annual customer value
- Increased lifetime customer value
Lior Arussy is the founder and president of Strativity Group, a global customer experience research and consulting firm specialising in design, innovation and deployment of differentiating, profitable customer experiences. His books include Excellence Every Day: Make the Daily Choice and Passionate & Profitable: Why Customer Strategies Fail and 10 Steps To Do Them Right!
His latest book - Customer Experience Strategy: The Complete Guide From Innovation To Execution - will be released shortly.