Superior Customer Experience: Feedback Fluency Part II #custserv #cx

Superior Customer Experience: Fluency Requires 100% Listening

In part one of this series, I told a true story of how good customer experience turned bad because the business wasn’t listening to the customer. That large corporation missed out on valuable no-cost suggestions that would deliver superior customer experience.

There are none so stuck as those who will not hear. Don’t be one of them! Have your entire organization become and stay fluent in what the customer is saying.

Superior Customer Experience: Image is many ears.

Superior Customer Experience: Feedback Fluency Part II Image by KY_Olsen.

Gratitude for image to KY_Olsen via Flickr Creative Commons License.

Critical Listening Beliefs for Superior Customer Experience

It takes specific organizational beliefs to get all employees to listen to the customer.

  1. Customer feedback keeps the business alive. Although this may sound obvious, there are many businesses that don’t believe this. They write off suggested improvements as customer whimsy or a one-off opinion. Leaders must state and model that listening to the customer keeps the business alive. It delivers superior customer experience.
  2. All employees, regardless of title, can share customer feedback throughout the business. Silos, territories, politics stop employees from listening to the customer. They live within their job descriptions and the business loses out on no-cost opportunities for superior customer experience.
  3. Every employee is a customer advocate. If they aren’t, then your culture is not customer centric. It is company centric. How will you survive the new competitor who is listening to your customers?
  4. We aren’t here to maintain the present. We are here to create the future. Many employees who are not in the research and development part of your business don’t know this. Thus when the customer offers feedback for a superior customer experience, their minds tell them it’s not their job. We listen to whatever our minds tells us is important. Leaders must reinforce that it’s everyone’s job to listen to create the future.

Leadership Actions for Superior Customer Experience

As you develop the critical beliefs, take actions to support them. Else the beliefs simply become noise and blather that employees block out.

  • Engage employees opinions for improvements. Ask employees what the customers are saying. Actions speak louder than words and this action inspires employees to listen for customer feedback!
  • Have mechanisms for sharing feedback easily throughout the company. This is vital. Listening to the feedback is the first step. Sharing it facilitates superior customer feedback. Technology makes this sharing possible even in large organizations.
  • Encourage curiosity and teach all employees to ask great questions. What is the customer saying in a broader perspective? How can the feedback benefit our company and future customer experience? How can we reduce instances of the negative experience that spurred this feedback? How can we create superior customer experience from even the simplest suggestion?

    Be curious about how the feedback can be valuable! Customer feedback flops when employees are listening literally or defensively.

  • Stop reprisals on employees who highlight problems and solutions. If employees are punished for highlighting what needs to improve for superior customer experience, they won’t do it. Even when the top leaders model the critical beliefs noted above, managers sometimes take action against employees who highlight needed improvements. These managers mistake suggested improvements as an accusation of their managerial failure. Leaders, make sure you know what your managers are doing. Superior customer experience comes from inspired, engaged, empowered employees.

Get everyone listening to the customer. Break down the silos. Allow all to hear and use the free feedback for superior customer experience.

It’s a matter of today’s profitability and the company’s longevity. Companies go out of business when the customers’ needs and wants change and the company doesn’t!

What successes have you had getting real time customer feedback and using it to deliver superior customer experience?

From my professional experience to your success,
Kate Nasser, The People-Skills Coach™

Related Post:
Customer Experience Leaders, Remove the Never Ever Rules
6 People Skills Essentials to Seeing Others’ Views
Superior Customer Experience: Above & Beyond Question

©2013 Kate Nasser, CAS, Inc. Somerville, NJ. I appreciate your sharing the link to this post on your social streams. However, if you want to re-post or republish the content of this post, please email Thank you for respecting intellectual capital.

Kate Nasser, The People-Skills Coach™, delivers coaching, consulting, training, and keynotes on leading change, employee engagement, teamwork, and delivering the ultimate customer service. She turns interaction obstacles into interpersonal success. See this site for workshop outlines, keynote footage, and customer results. Kate also invites you to connect with her on Google+, LinkedIn, and Twitter. She welcomes your interaction!

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