out for the following scenarios: Stuck in the Rule Book
In many organizations, especially in highly regulated industries like banking, there’ s often a strong focus on policies and procedures. While these rules are meant to ensure compliance and minimize risks, they can sometimes leave the customer feeling neglected.
Picture this scenario: a customer requests an urgent service for a facility to tackle an emergency, but the service provider fails the customer due to long, rigid internal processes that require multiple steps to secure an approval, staff may find themselves powerless to accelerate the process because they are“ stuck in the rule book.”
This example illustrates how an overly strict adherence to policies can lead to creation of more customer pain points, even in critical situations. It highlights the need for organizations to reassess their processes regularly, ensuring they align with customer journeys without compromising compliance. A flexible approach where rules support, rather than hinder the customer experience can transform these interactions, reducing customer frustration while maintaining necessary safeguards.
The Hidden Costs of a Smile
Customer experience is not just about external customers; it is also about internal customers- employees. The connection between CX and EX( Employee Experience) is often overlooked, but it’ s crucial: when employees feel valued and supported, they are naturally more motivated to deliver exceptional service. However, when employee needs are ignored, it can lead to a robotic, dispassionate approach to customer service.
An overly strict adherence to policies can lead to creation of more customer pain points, even in critical situations. Organizations need to reassess their processes regularly, ensuring they align with customer journeys without compromising compliance.
Consider the stress that frontline service employees face when managing high volumes of customer queries without adequate support or resources. Without regular feedback channels or employee surveys to gauge satisfaction- organizations risk missing out on critical insights. Employees may feel their voices are not heard, resulting in disengagement and burnout.
Investing in EX, whether through employee support programmes, realistic workloads, or continuous professional development, is not just beneficial for employees but also directly enhances CX, as motivated, engaged staff bring more energy and empathy to customer interactions.
Prioritizing Statistics Over the Voice of the Customer
Metrics like Net Promoter Score( NPS), Customer Satisfaction Score( CSAT), and Customer Effort Score( CES) are valuable in understanding overall customer sentiment, but focusing too heavily on these numbers can obscure the actual customer experience. When organizations obsess overachieving a“ good score” without investigating the underlying issues, they may miss critical pain points that require immediate attention.
For example, if the NPS score of a business is high but customer complaints about long wait times or delayed responses remain unresolved, the positive metric may mask significant areas for improvement. While a high NPS can be an indicator of overall satisfaction, it should not replace the need to delve into customer feedback. Organizations should prioritize resolving root causes over inflating metrics, using scores as a guide rather than an end goal. Listening to the“ voice of the customer” and taking corrective action demonstrates a true commitment to CX beyond the numbers, enhancing customer trust and loyalty.
Striking a balance is crucial- as Martin Luther King Jr. aptly said,“ Not everybody can be famous, but everybody can be great, because greatness is determined by service.” The true test for businesses today is finding greatness in service without getting lost in the obsession over perfection.
Customer experience remains a powerful differentiator if approached wisely. By avoiding the extremes, companies can ensure CX remains an invaluable asset, not an unintended liability. As leaders, let’ s keep evolving while remaining grounded in the authentic needs of our customers.
So, how do you see CX in your organization; is it a necessary evolution or an overblown obsession? Let’ s keep this conversation going …
Sonia K. Kasagga is the Head Of Client Experience, Stanbic Bank Uganda. You can commune with her on this or related matters via email at: Kramsonie @ gmail. com.