Thursday, April 12, 2012

Employees Frist, Customers Second

This title may seem awkward for a blog which is supposed to be discussing about customer relationship management, and the old adage "the customer is king". Nevertheless, I picked this title from an article I recently read from French Newspaper "Le Nouvel Economiste". This title refers to call centers' human resources policy, and how it can impact customer satisfaction.

Call centers had the culture of effectiveness based on data: number of people reached, how long the call lasts, how good the customer data base is filled in by the employee... But with this approach, employee's job is repetitive, and is not fun. This is the reason why customers have a bad experience. Moreover, call centers have high employee turnover. Turnover has a high cost for a company, needing to hire, and educate the new employees.

Let's not forget that customers are human beings, and as human beings, they like to be in relation with other of their peers. That means that whatever is robotized is a risk of lowering customer experience. I have always considered that the first contact customers or shopper have with a brand is the human face of a salesperson, or in that case, a call center employee. And therefore, they should be the most exited people about your brands and products. They should therefore be happy. 

he 10 Zappos Core Values:
  1. Deliver Wow through Service
  2. Be Passionate and Determined
  3. Embrace and Drive Change
  4. Build a Positive Team and Family Spirit
  5. Do More with Less
  6. Pursue Growth and Learning
  7. Create Fun and a Little Weirdness
  8. Build Open and Honest Relationships with Communication
  9. Be Adventurous, Creative and Open-Minded
  10. Be Humble

Zappos has a culture of delivering high customer service, which sets them apart from competition.

Hence, as a customer centric company, you should pay a close attention to the human resources policy, the management of employees.

Happy employees lead to happy customers. Employees happiness first, customers'one second.