Do we really need more governance within organizations? Will more governance really transform customer experience?
A few nights ago I was at a restaurant with some friends and the waiter spilled drinks over three of our party. On receipt of the bill, we (half) jokingly asked the waiter if we’d be getting compensation for his error. The waiter said that he was unable to give us a discount or a free round of drinks as the manager wasn’t working that evening.
Governance is key to many business critical business processes and especially business processes requiring compliance to specific industry standards or legislation. As we have seen in the example above governance however can have a detrimental impact on customer experience. Governance locks employees into fixed, inflexible business processes which from a customer point of view can deliver a terrible experience.
Governance may help deliver consistency of service but what if that service isn’t very good to start with? What happens if we quickly need to change the process? Governance then acts as a roadblock or at least delays the ability of the business to perform a rapid change to procedures. Customer experience governance simply adds another management layer for the customer service representative to navigate in search for an answer.
It may seem naïve but surely every customer facing employee should perform their own customer experience governance. We may not be able to define it but we all know what good customer experience is. After all we are all customers. As employees do we really need more layers of management within our organizations telling us what good customer experience is?
From a customer experience point of view the solution should not be more governance, instead the business objective should be to devolve as many decisions as possible to your customer facing employees. Let your employees do their own customer experience governance.
Customer Experience is often defined as the aggregate of all of the interactions a customer has with your brand. From a business process improvement perspective the key word in this definition is “interactions”, that customer experience is determined over multiple interactions between the customer and the organization.
At some point in their interactions with your organization the customer will engage directly with an employee. Whether it’s face to face at a retail outlet, in a restaurant or via a service desk customer experience improvement projects must consider the needs of the employee.
In many cases however these customer facing employees at the service desk, at the checkout or employed as wait staff are your lowest paid employees. Yet these employees are the public face of your organization and have a disproportionate impact on the perceived customer experience. In addition the repetitive, inflexible and low paid nature of many of these roles means that they are characterized by poor staff morale and high employee turnover.
While BPM and process improvement technologies can go a long way towards delivering a consistent customer experience across the multiple customer touch points they can only go so far. It’s impossible to predict every potential customer interaction and automate it. At some point you rely on your employees to fill the gaps that your business processes can’t reach. Thus if your customer experience improvement project is to be successful one of the key objectives must be to empower and enhance the role of the customer facing employee. This then becomes an opportunity for Case Management.
Case Management applications support your customer facing employees who fill the gaps your processes can’t reach. By devolving power and decision making authority from the center of the organization to your customer facing teams you can eliminate process gaps, manage unpredictability and through empowerment address staff morale, motivation and turnover.
It seems that the law, at least in the UK agrees with me. Following the successful appeal by Paul Chambers in the Twitter Joke trial last week the judges provided this definition of twitter
“‘Tweets’ include expressions of opinion, assertions of fact, gossip, jokes (bad ones as well as good ones), descriptions of what the user is or has been doing, or where he has been, or intends to go. Effectively it may communicate any information at all that the user wishes to send, and for some users, at any rate, it represents no more and no less than conversation without speech.”
Conversations involve both talking and listening, not broadcasting. Without understanding the conversational aspect of social media its use within the enterprise for marketing purposes or to improve business processes is doomed to fail.