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Apr 13, 2018

Approx. 4 min. read

Improving Customer Experience With Employee Advocacy

All companies should be thinking about the best way to improve their customer experience. Here we present the best ways an Employee Advocacy program...

All companies should be thinking about the best way to improve their customer experience. Here we present the best ways an Employee Advocacy program can help you.

What Is Customer Experience?


Customer experience (or CX) is the relationship and communications between a customer and a company throughout the business relationship. The experience covers all stages of the customer journey, starting from awareness stage to lasting, at best, a lifetime. Customer experience is important and valued by customers, and many see it is the service and the experience, not the price or quality of a product, that often strays them away from a brand.

Customer experience is about more than customer service. Customer service corresponds to current needs and helps customers in what they ask for. Customer experience goes beyond this, supports customers before they even know they need support and makes them feel heard, understood and appreciated. While more and more customer touchpoints are automated, the importance of having empathic and intuitive employees is very important, as automation cannot replace the human touch.

How Can Employee Advocacy Help You?

67 percent of customers have used a company's social media channel for customer service, and the number is rising. According to a recent customer service study, 80 percent of companies aren't able to fully answer a customer inquiry on the first time, and 62 percent of companies do not even respond to customer service emails. An Employee Advocacy program is all about empowering your employees to take responsibility and agency online to act as representatives of your company, and harnessing your employees to improve your customer experience is something more and more companies are waking up to. Here we present three simple ways you can harness your Employee Advocacy program to improve your Customer Experience.

Related: Top Reasons for Choosing Employee Advocacy

Social Listening and Social Interactions Keep Your Finger on the Pulse

The best social media strategy for you is a situation where no discussion about your brand takes place in social media without you being aware of it and taking part in the discussion. It is especially important your employees step up when a customer is having problems or has had a negative customer experience.

Employees can stay on top of their customer experience game by adopting the “listen-predict-react-educate” model. The key is to think about customer experience as a continuous loop, where customers are always telling you what they need and what they are finding difficult: the key is simply to listen. By actively listening and understanding customer needs, employees are able to react to problems as soon as they occur. Reacting to problems and educating customers quickly and in an empathetic way may turn the tide from a bad customer experience to a good one.

Remember that “educating” a customer does not mean they have been wrong and you have been right. Rather, good problem solving is always about taking responsibility and letting it be known you are working hard on making sure the mistake will not be repeated (even when the mistake wasn’t yours). As negative user experiences often stem from not understanding or being able to use a product, make sure to educate whenever possible.

User-generated Content Keeps You Ahead of the Game

While you need your employees to stay on top of the game on social media as situations occur, you can also leverage user-generated content to help serve your customers in the long term. When people are empowered by the Employee Advocacy program, they are more eager to create user-generated content. User-generated content could be a guest blog on a topic which has been pre-selected by the marketing department, but it can also be something else. Employees could create, for example, FAQs and user manuals.

Employees who work closely with their clients and customers are likely to know what type of issues customers often face. Instead of helping each and every client with the same answer when the problem arises, employees can take initiative and start to create their own content to preemptively tackle issues customers will be likely to face. When a customer finds a solution to a problem without having to directly contact customer services, their user experience will improve.

Stronger Social Media Presence Creates Relationships With Customers

A good customer experience isn’t only about getting help when you need it or being heard when you have something negative to say. The best customer relationships are built on authentic dialogue and thrive through constant relationship management. Having an Employee Advocacy program with a clear social policy within the entire company lets employees chime in with a little banter or a little chit-chat around your brand while feeling secure that their social media manners are approved by the management. When you encourage your employees to find their own voice within your company’s social media channels, your company can create a conversational tone with your customers on social media and allow a community to gather around your brand. Your employees can create delight by fulfilling needs beyond expectations and nurture client relations by creating emotional connections, all the while being themselves on social media.

The Definitive Guide to Employee Advocacy

Written by

Mia Mäkipää

Mia Mäkipää

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