You're facing internal resistance to improve the customer journey. How will you overcome it?
Improving the customer journey is crucial for business success, but what happens when you hit a wall of internal resistance? It's a common scenario, and overcoming it requires strategic navigation. You may face skepticism or a lack of understanding about the importance of customer experience (CX) from your colleagues. The key is to approach this challenge with empathy, clear communication, and a solid plan that showcases the value of a customer-centric approach.
When you encounter resistance, first seek to understand the concerns behind it. Your colleagues may have apprehensions due to resource allocation, fear of change, or uncertainty about the outcomes. Listen actively to their points of view and validate their feelings. This empathy can build trust and open the door for more productive conversations. By acknowledging these concerns, you create a foundation for collaboration and can begin to address the specific issues at hand.
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Muitas vezes a resistência não é um comportamento isolado. Ela pode surgir por conta de receios, preocupações e ruídos na comunicação. Por isso, é importante ter diálogo aberto e entender com a sua equipe quais são as motivações do comportamento resistente. Como liderança ou pessoa encarregada, você precisa ter sensibilidade e conseguir ler além das entrelinhas. Depois de entender, de fato, os pontos de atenção que trazem a preocupação, fica mais fácil de prosseguir com o processo.
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Para tratar de atenuar las preocupaciones, lo primero es generar una estrategia de comunicación, esta debe de ser implementada previo comience el radio pasillo, no se trata de dar toda la información se trata de comunicar de forma adecuada a cada integrante en el momento adecuado. Posteriormente escúchalos arma grupos para saber que es lo que dicen, que sienten y que es lo que esperan.
Once you've listened to your team's concerns, it's time to educate them about the importance of the customer journey. Use relatable examples and share insights on how enhancing CX can benefit not just customers but also the company's bottom line. Aligning CX improvements with overall business goals can help your colleagues see the bigger picture and how their roles contribute to success. This shared understanding can turn resistance into support.
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No hay mejor de acercar lo que queremos decir que con la empatía, ponlos en el lugar del cliente para comprendan por que la importancia y la hagan suya también. Existen muchas técnicas desde hacerlos interactuar como clientes o hacer talleres de rol. El objetivo es que se puedan poner literal en el lugar del cliente.
To sway the skeptics, demonstrate the tangible benefits of improving the customer journey. Highlight success stories, possibly from other organizations, where enhanced CX led to increased customer satisfaction, loyalty, and revenue. When your team sees concrete examples of how CX improvements can lead to better business outcomes, they are more likely to get on board with the proposed changes.
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Contra dados não há argumentos. Antes de tentar vender qualquer ideia para sua equipe/gestão, é importante que você apresente os dados que corroborem a chance de sucesso da iniciativa. Você pode usar como exemplo tentativas do mercado e até mesmo previsões com base nos dados que você já tem para corroborá-las, mostrando diferentes cenários e perspectivas.
Implementing a small-scale pilot project can be an effective way to overcome resistance. Choose a specific aspect of the customer journey that needs improvement and demonstrate how changes can lead to positive results. A successful pilot can serve as proof of concept, reducing fear of change and showing that improvements are both feasible and beneficial.
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Piloting solutions on both sides of the customer service aisle is a great way to see if ideas translate into better service outcomes that matter. I previously worked with a team at a concierge longevity practice that worked incredibly hard to provide stellar customer service, and we still missed the mark from time to time. Breaking down what didn't work from our perspective was step one, breaking down what didn't work from the client perspective was step two. Yes, we asked the client - directly and specifically - how we had not met their expectations and what we could do to meet them. Then we set out to rebuild a better experience that surpassed their expectations. Just meeting expectations is too low of a bar!
Gathering feedback from both customers and employees throughout the process is essential. Customer feedback validates the need for change and can provide direction for the journey improvements. Meanwhile, employee feedback helps in fine-tuning the approach and ensures that your colleagues feel involved and heard. This inclusive strategy can help build consensus and reduce resistance.
Finally, maintaining momentum is crucial once you've started to make headway. Celebrate small victories and continue to communicate the progress and results of your efforts. Keeping the team informed and engaged helps to sustain enthusiasm and support for ongoing improvements in the customer journey. As successes accumulate, resistance will likely diminish, and a customer-centric culture can begin to flourish.
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