Customers today want solutions, experiences and value.
Who in your organization is going to provide those things?
Hopefully your employees. If not your employees, it's all on you.
With the advent of social media and customers want to have a some sort of relationship and dialogue with their product and service providers.
It's imperative to empower your employees to enhance relationships and facilitate a dialogue with customers and prospects.
Every customer-facing worker, every marketer, every sales person and every customer service rep has access to technology that enables them to enhance customer relationships and engage in a dialogue.
Because of this, you should be able to address the customer via the channel and manner in which they want to engage with your company.
If you don't, rest assured, someone else will.
Given this, you need to train your employees to be goodwill ambassadors for your firm.
The effort needs to be coordinated and consistent and it needs to be evangelized from the top of the organization -- evangelized, not controlled. You cannot control it. You can model, monitor, assist, coach, teach and reward but you cannot control.
Recognize employees that do an outstanding job fulfilling a customer need, sharing an insight about how the customer experience can be improved, providing an outstanding customer experience.
Your employees who shine at enhancing customer relationships are the future of your organization. Reward them, recognize them have a dialogue with them to ensure they know you care about them as people and you're interested in seeing, and helping, them grow.
Once you've empowered your employees, think about empowering your customers as well the way CDW has engaged customers to provide ongoing customer research or Genzyme has identified 450 customers willing to talk about their experience with artificial joint lubrication.
Who do you think a potential patient would rather hear about artificial joint lubrication from, Genzyme or a patient that's already using it?
If you're able to turn your employees into "raving fans," they're more likely to turn your customers into "raving fans" as well.
What can you do to empower your employees and customers to help grow your business through greater customer satisfaction, testimonials and referrals?