Understand internal and external perceptions

Employee and customer insights: marrying the inside-out with the outside-in perspective

No matter what an organization’s goals or challenge, customer experience improvement starts by accepting that you don’t define customer experience – customers do. So how are meaningful improvements developed? By embracing external perceptions – including current experiences, wants, and needs and the touchpoints they encounter – as well as observations of how well they do (or don’t) work, and why. And if you’re not prepared to listen? Then don’t bother.

Customer and employee insights: the engine of any CEX initiative

Customer insights are the heart of the outside-in customer perspective that supports all successful customer experience initiatives. They break internal assumptions, trump common knowledge, and serve to align internal teams by deepening employee insights.

To get the results your team desires, we reach out to multiple audiences, including your customers and prospects, your competitors’ customers, and your employees. Together, these inform a deep understanding of and insights into your customers’ (and your organization’s) key issues.

Employee insights can play as big a role in creating and sustaining an improved customer experience as customer insights. What employees have to say not only provides management with a deeper understanding of their workforce; their perspective is imperative to improving internal delivery systems. And when external and internal perspectives don’t align, critical knowledge is gained by analyzing the gaps.

What must every customer insight initiative include?

MCorp’s deep expertise in customer and employee experience research has given us the experience to guide very different kinds of teams through a wide range of engagements. For everyone, however, there are common keys to success. Here are a few of them:

  • Include cross-functional stakeholders, at all levels. Key insights come from across business units, stakeholder groups and roles. Employee insights are critical to understanding cultural perceptions as well as current customer experience issues.
  • Include the right customers.Which customers are most valuable to your organization today, and which may be most valuable in the future? It’s important to understand expectations across your customer base, with a focus on those segments that represent opportunity.
  • Target enough customers. To have the kind of deep-dive information that informs strategic decisions, most people sample statistically projectable data at key segments. But a failure to account for lifecycle stages, channel usage, and customer touchpoints limits the value of the data gathered.