How Does Good CX Deliver Better Outcomes for Customers, Employees and Organizations?

Note: While the stories provided are true, all client and employee names have been removed for confidentiality, and are referred to as RELI Colleague, or Client A, B and C.

Good Customer Experience (CX) is about delivering superior value to customers by meeting or exceeding their expectations and creating a positive impression of the brand (as described by McKinsey here). Earlier this month, RELI celebrated CX Day, so we’re celebrating the power of good CX with an exploration of this year’s theme by the Customer Experience Professionals Organization: Good CX delivers better outcomes for customers, employees and organizations.

In today’s competitive environment, delivering great CX is more critical than ever. When done well, CX enhances not only customer satisfaction but also employee engagement and overall organizational success. We’ve seen the proof that good CX can lead to positive outcomes for everyone involved, but the question of the day is – how do you provide it? In honor of CX Day, we are sharing three simple but effective examples of how our RELI colleagues brought successful outcomes from practicing good CX with clients.

 

A Customer-First Approach

A customer-first approach is the foundation of any great CX strategy. When businesses consistently prioritize their customers’ needs and preferences, it leads to increased satisfaction, trust and loyalty. This begins with listening to customer feedback, personalizing interactions, and resolving issues swiftly.

For Client A, “We learned that the first key component of what defines important characteristics to our customer is transparency,” states a RELI Project Manager. The most important word in that statement is the word “learned,” because it means that the team got to know their customer and discover what they needed to have the best working relationship. Our Colleague goes on to explain that “Open lines of communication and transparency are what began to build a dynamic of trust between our team and the customer,” which ultimately puts them in the best position whenever they needed to advise the customer on improvements of processes, tools and anything else that contributes to their delivery.

Because of trust, the possibilities are endless of what can be accomplished between an agency and a contractor! It seems like a such a simple concept, but it’s truly a foundational element that transforms the relationship from client and contractor to successful partners. What are some ways your organization can build or grow trust with your clients?

 

Support the Employee Experience

Another impactful practice that ultimately affects your customers is prioritizing the Employee Experience – the overall experience and satisfaction of employees within an organization. Employees are at the heart of delivering exceptional CX. When they are well-trained, supported and empowered, they can confidently provide superior service. This involves offering continuous training, creating a positive work environment, and giving them the tools and autonomy to solve problems effectively.

For Client B, a RELI Project Analyst was able to identify and address one small inefficiency that affected the productivity and morale of the client’s employees. “I had the opportunity to observe the providers’ processes day in and day out. Naturally, people just start talking to you about their day and pain-points,” they share. “After listening to their daily stories, I began to think, ‘You know what? That’s actionable. I can do something about that within the program!’” Soon enough, between our Colleague’s observations and feedback from providers, they were able to quickly identify how automating certain mundane, time-consuming tasks would not only help the providers but the nurses as well. This was truly a game changer for the client’s employees and increased productivity once implemented.

Empowered employees feel more satisfied and motivated in their roles. This increases job satisfaction and reduces turnover, as employees take pride in their ability to make a difference in the customer experience. Satisfied employees provide better service, which translates to happier customers.

 

Feedback and Improvement

Customer feedback is a powerful tool for identifying issues, enhancing satisfaction, driving continuous improvement, building trust and measuring performance. By actively listening to and acting on feedback, organizations can create a more positive and engaging customer experience.

For Client C, a RELI Design Strategist used the power of feedback to improve a client’s metrics. “In the previous years for our client’s event, we noticed that the numbers were ebbing down, and the event wasn’t gaining much traction, until last year. Last year, we noticed a big jump in two metrics – the attendance and the duration of the attendees throughout the event,” our Colleague describes. They further explain how the metrics were connected to the content of the sessions during the event. “This bump in numbers showed us that the content was more interesting to the audience, and that we have to read the audience and get a good understanding of what is relevant or of interest to them.”

By leveraging feedback, the team was able to make data-driven adjustments that directly impacted customer engagement and satisfaction. This example highlights the importance of continuously refining services based on real-world insights, ensuring a dynamic and evolving customer experience that meets client needs.

Great CX affects your organization on all levels. By putting the customer first, empowering employees, and leveraging customer feedback, organizations can create a seamless and satisfying experience that benefits everyone. Customers stay loyal, employees feel fulfilled, and organizations thrive through increased retention, profitability and brand reputation.