When it comes to managing the customer experience in corporate America, it’s a sad state of affairs. That’s the news from the Temkin Group’s research based on four core customer experience competencies:
- “Purposeful Leadership” – consistently communicating and modeling company values and customer-focused strategies
- “Compelling Brand Values” – translating how brand attributes can be applied in customer interactions
- “Employee Engagement” – gaining employee buy-in to company values and goals
- “Customer Connections” – using customer insight in operations and decision-making.
[Note: For more information, check out Temkin’s Customer Experience Competency Model assessment.]
I first read about this research in a MarketCulture blog post, and two selected stats caught my attention:
- “95% [of the respondents] want to improve profitability, but only 43% want to improve the work environment for employees.”
- The highest scoring competency was “Senior executives regularly communicate that customer experience is one of the company’s key strategies.” Yet, “Marketing does as much brand marketing inside the company as it does outside the company” was the lowest scoring competency.
Seriously, how can you focus on the customer experience and the bottom line if you don’t first focus on the employee experience? Especially since it’s the employees who deliver the brand!
For those interested in getting it right, consider attending this fall’s Internal Branding & Internal Marketing: Strategic Integration for Market Leadership, an AMA Spotlight Forum. Debra Semans and I will be co-presenting this special one-day event November 11th in San Francisco. Debra will share her expertise in internal branding, and I’ll share mine in internal marketing … and we’ll help you put both approaches together to enhance your customers’ AND your employees’ experience.