How Putting Employees in the Shoes of Customers Can Boost Your Business
By David Talley CFP®
In today's highly competitive business environment, understanding customer needs and experiences is key to staying ahead. But what if you could leverage an underutilized asset within your organization to enhance customer service and drive business success? The answer lies in your employees. When empowered to experience your products or services as customers themselves, employees can uncover valuable insights that directly improve your customer relationships and operational strategies.
The Value of Employees as Customers
Employees are the backbone of any company. But when you transform them into internal customers, you provide them with a first-hand perspective of the customer experience. This not only deepens their understanding of your product or service but also fosters a culture of continuous improvement. By putting your employees in the shoes of your customers, you create a more engaged, customer-focused workforce.
Why Making Employees Your Internal Customers Matters
Gaining Fresh Perspectives on the Customer Journey
When employees experience your product or service from a customer's point of view, they can identify pain points and areas for improvement that may otherwise go unnoticed. It's one thing to discuss the customer experience in a boardroom; it's another entirely to live it out.
Example: Imagine an employee who uses your company's customer support hotline and waits too long for help. They would immediately identify areas to improve, which could lead to quicker response times and better service overall.
Encouraging Customer-Centric Decision Making
Employees who understand the challenges and frustrations customers face are better equipped to make decisions that prioritize customer needs. This results in customer-centric decisions that directly impact customer satisfaction.
Fostering Empathy-Driven Service
Empathy is at the heart of exceptional customer service. When employees experience your services as customers would, they develop a deeper understanding of what it's like to walk in their shoes. This not only leads to more empathetic interactions but also strengthens employee morale.
Early Problem Detection and Process Improvement
Employees who actively engage with your products or services are the first to spot potential problems. Whether it's a broken link on the website or a delay in delivery, employees who've "been there" can raise these concerns early—before they impact real customers.
Bridging the Gap Between Employees and Customers
This approach transforms employees into brand ambassadors. They understand the customer experience more deeply, and in turn, they can communicate your company's mission and values more effectively.
Case Study: Zappos' Employee-Centered Approach
Zappos, renowned for its customer service, has long embraced the philosophy of making employees a part of the customer journey. Zappos employees regularly engage in customer-facing activities, such as answering customer service calls and interacting with customers on social media. This hands-on approach allows them to better understand the needs and frustrations of their customers, resulting in continuous improvements in the company's services.
In fact, Zappos' employee-centric culture has been a driving force behind their strong customer loyalty, with some customers remaining loyal for years.
Learn more about Zappos' customer service philosophy and how it has contributed to their success in this case study.
Implementation Strategies: How to Make Employees Your Internal Customers
To begin integrating the employee-as-customer approach in your organization, here are some practical steps to follow:
Checklist for Employee-as-Customer Implementation
- Role-Playing Exercises : Organize regular role-playing sessions where employees act out customer interactions. This exercise helps employees understand common customer frustrations and service expectations.
- Mystery Shopping by Employees : Encourage employees to secretly interact with your business as customers. This "mystery shopping" helps uncover issues that might be invisible to those working behind the scenes.
- Employee Feedback Loops : Create easy-to-use channels for employees to share their customer experiences. Regularly review and discuss this feedback with the team to make continuous improvements.
- Cross-Departmental Experiences : Allow employees to experience other departments or services. For example, customer service reps could spend time in sales, and marketing employees could try the service firsthand to gain deeper insights.
- Incentivize Participation : Offer rewards and recognition for employees who provide valuable feedback or suggestions that lead to process improvements or enhanced customer service.
Pro Tip: Track your company's customer service metrics before and after implementing these steps to see the positive impact.
The Ripple Effect of Employee Engagement
When employees are engaged in the customer journey, the benefits ripple across the organization. Increased employee engagement leads to better customer service, which results in greater customer satisfaction and business growth. Here's a breakdown of how this dynamic works:
Visual Flowchart: Employee Engagement → Customer Satisfaction → Business Growth
- Employee Engagement : Employees who actively participate in customer service roles are more invested in the company's success.
- Customer Satisfaction : Engaged employees provide better service, address concerns quickly, and create a positive environment for customers.
- Business Growth : Satisfied customers are more loyal, refer others, and make repeat purchases, driving business expansion.
Graph: The Link Between Employee Engagement and Customer Satisfaction
Research consistently shows a direct link between employee engagement and customer satisfaction. Gallup's study reveals that companies with highly engaged employees have a 21% higher profitability and 10% higher customer satisfaction .
Conclusion: Cultivating a Culture of Customer-Centricity
When you make employees part of the customer experience, you not only improve internal processes but also foster a more empathetic, motivated, and customer-focused workforce. This approach strengthens relationships with customers, builds brand loyalty, and positions your company for sustainable growth.
Key Takeaways:
- Involve employees in the customer journey to gain fresh perspectives.
- Employee engagement drives empathy, problem-solving, and better decision-making.
- There is a proven link between employee engagement and higher customer satisfaction.
- Implementing employee-as-customer strategies leads to improved customer service and business growth.
By empowering your employees to walk in the shoes of your customers, you set the stage for a company-wide transformation that benefits both your staff and your bottom line. Don't just talk about customer service—live it, from the inside out.
