Does internal customer service affect your external customer experience?
The experience that your employees have, directly impacts the service and experience your customers receive.
A pretty strong statement, but one that I absolutely agree with.
This week, Lynsey Kitching and I explored how the experience your employees get from their internal functions can directly relate to the experience your external customers get from your business.
The first thing to note that although I talk about shared services in this blog, the statement relates to ANY internal function within your business and the fact of the matter is that almost any role within an organisation can be linked back to the customer in some way.
Well the scorecard is green so we must be doing fine!
Lynsey, Owner of Lynsey J Kitching consultancy, spent many years working with National Grid. During this time, she headed up a project to improve service quality within their shared service function.
People often use scorecards as a measure of success within shared services. But just because your scorecards are green, doesn’t mean your customers are happy with the service they are receiving. How are you getting feedback?
Lynsey used NPS (net promoter scores) to get internal and external customer feedback and began looking at their low scores/detractors and found there was a direct correlation between feedback and performance on both internal and external NPS.
”The initial NPS scores and supporting feedback from customers was the shared services team were not accessible, our customers didn’t know what we did, email dot boxes didn’t work, and our processes weren’t transparent. That led us to develop our service proposition…to be responsive, reliable and easy to deal with. And act straight away – implement a service management tool to remove dot boxes, set up a pop-up help desk at our largest colleague office and work on improving our first identified colleague journey – how to buy goods or services. In the first 12 months the NPS score improved by 22 points.”
One of the biggest detractors on Lynsey’s NPS for external customers was a lack of consistency/continuity with people when solving an issue.
An example of how shared services could affect this score.
Your payroll administrator processes the wrong payroll data for your account manager. Your account manager gets paid incorrectly. When he tries to speak with shared services, he gets passed from one person to another with nobody really taking accountability for the error. Account manager becomes disengaged and starts job hunting and leaves his role. Your customer calls up to speak to their account manager only to find they are no longer there. Said customer is on their fifth account manager in 2 years. They are sick of having to re-introduce themselves to someone new and spend time getting them up to speed. Your customer leaves and goes to another provider.
Now I appreciate this is a pretty drastic scenario. But it happens.
‘Every role in shared services can be connected back to the customer and, as a result of this, every role within shared services is hugely important’.
Your Payroll administrator thinks they are the lowest part of the value chain. How can what they do affect your customers, when they don’t even speak to them?
And there lies your problem. Your shared services team doesn’t understand their purpose and they don’t feel empowered to deliver service to the best of their ability.
The leadership role is to set the climate and enable their teams to look at the bigger picture and how their role has an impact.
You need to move from talking in process and transaction terms, to talking about colleague journeys and experience – from setting strategic objectives to individual performance management. Empower your colleagues to step away from process when needed to improve experience (obvs balancing any controls/regulations).
So, there you have it! How internal customer experience can affect external customer service.
If anyone has undertaken a similar project, both Lynsey and I would be really interested to see any hard data relating to customer service and employee experience!
If you would like to speak with Lynsey about her consultancy services, get in touch and we will connect you, or you can catch her on LinkedIn.
For all things HR Shared Services, change and transformation and if you would like to feature in our ‘Insiders Story’ blog, email me on email@example.com.
You can view more about Kate Wass our HR Shared Services specialist here.
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