One Weird Thing About Customer Satisfaction

customer satisfactionHere’s one weird thing about customer satisfaction: it may be that your employees have the key to improving it. After all, employees are the people who interact with customers on a day-to-day basis, and are most aware of common concerns amongst customers, as well as improvements that will have the biggest impact. Further, employees have knowledge of the structure and resources of the organization from the inside, so they are better equipped to recommend practical changes.

Banchile Inversiones, a Chilean management company that provides one of the largest mutual funds markets and stock brokerage businesses in the country, has firsthand experience with this phenomenon of employee feedback to improve customer satisfaction. Like many other companies, they had long welcomed employee input through antiquated systems like email and evaluations, but found those systems difficult to scale up. In an effort to continue to gather great ideas, and to ensure that employees felt heard, Banchile started using IdeaScale.

Perhaps their most effective strategy was the extensive planning and design surrounding the implementation of the innovation initiative. Not only did they have a system in place for gathering and evaluating ideas, they also created a comprehensive strategy to stimulate internal engagement. The latter is especially important when you are introducing a completely new feedback system within your company. Banchile had a three-pronged approach: a CEO announcement at annual company meeting; email with a link to the community to every employee; and a method of rewards for involvement.

In addition to this internal marketing approach, the team also responded to every idea that was put forth. Combined, these efforts impressed upon employees an appreciation of their input and incentive to continue to participate.

As a result, Banchile was able to identify five new projects through their first campaign that will help to improve customer satisfaction company-wide.

To read more about how Banchile Inversiones enacted their innovation campaigns, and about the five new projects which were implemented, download our recent case study here.

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