March 29, 2022
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What Makes a Great CX Team? 5 Things You Should Be Doing in 2022

How to build a CX team that can take your company to the next level of customer service.

Use cross-functional teams to build empathy.

A cross-functional team is a great way to get people from different backgrounds working together. The engineers and product managers on these teams are free to have their own ideas and specialties, but when it comes time for them to work together, they must learn and rely on each other.

A diverse team with varied perspectives can help solve problems better than a group of homogenous team members. Cross-functional teams are more likely to come up with creative solutions because they haven’t all been trained to think alike.

It can also be beneficial for management to rotate members of cross-functional teams between departments so they can share their experiences with the rest of the company — fostering empathy and opening up new lines of communication among employees.

Make customer experience a core value of your organization.

Customer experience is only important if you make it important. And to do that, you have to start at the top. Your leader needs to take a personal interest in customer experience and treat it as a company-wide priority.

The leaders should speak about customer experience frequently and enthusiastically, in terms of its importance for the company's business goals, not just because it's something nice to do. Senior managers should also be tasked with acting on the leader’s message and making sure their teams are held accountable for improving customer experience.

It's not enough to just talk about customer experience, or even just make it a priority — it has to be a part of your company's core values. Those values should be incorporated into every aspect of operations, from product development and marketing to sales, service, and support.

If you're serious about having a great team, you can't ignore customer experience.

Make sure everyone on the team knows how their work impacts customers.

We talk a lot about the importance of teams, collaboration, and working together. But what exactly is a great team? A team is more than a group of people who work together. A team is a group of people who are collectively responsible for results.

If you’re on a team that feels broken, ask yourself these questions:

1. Does everyone know and believe in the mission?

Think about your favorite movie. It probably has an underlying mission, like saving the world (The Avengers), finding true love (Titanic), or winning the big game (Remember The Titans). In every scene, you can see how the action helps advance that mission.

How would your team answer this question: “What’s our mission?” If you don’t have a clear, compelling answer to that question, then it’s going to be difficult to get the results you want because people won’t know what they are working toward. They won’t understand how their work contributes to something bigger than themselves.

2. Does everyone know how their work impacts customers?

Does everyone truly understand how their work contributes to helping customers succeed? Great teams do everything they can to help customers achieve their goals and avoid any confusion or distrust between company and customer. 

The operations and CX team members are at the heart of your company, and as customer experience becomes the stand-out feature of companies, this has never been more true. So, it’s crucial that your teams understand that what they do every day has the power to make or break the company. This shouldn’t be a pressure on your team at all, but a key reminder that what they do is just as important as any other part of the company, and on some days, more.  

3. Are your team members doing what they do best? 

It might feel like an obvious question, but sometimes it’s important to sit back and remember why you hired your team. What really stood out to you on their resume, or in their interview? What talent or skill were you most impressed by and do they use it within their job today? 

Sometimes, in the ever-changing world of customer service, we forget to take the time and make sure our agents are in a position to shine. They might have a knack for problem-solving and yet are answering emails, while others really wowed you with their calm demeanor in moments of panic, but are not having a chance to show off their talents in their current role. As you get to know your team, these skill sets will become more obvious to you, and you will be able to place your team members in roles that allow them to stand out.  

Leverage customer feedback to drive improvements.

You might send out customer feedback surveys with every interaction, but do you actually use the feedback to make meaningful decisions and change within your team? There are several ways to leverage customer feedback to drive customer experience team improvements. However, the most effective methods take a strategic approach that is integrated into your business strategy.

Customer feedback can be gathered in many different ways. Some of the most effective include:

Post-purchase surveys. It’s important for business leaders to know how customers feel about their buying experience and whether they are willing to recommend your products or services to others. For this reason, asking for feedback after a customer has purchased something is an effective way to get insight into their overall experience with your company. Surveys also help you identify what customers like and dislike about your business so you can make improvements accordingly.

Social media monitoring. Social media monitoring provides real-time insights into what people are saying about your company online, allowing you to respond quickly and resolve any issues that may arise. It’s also a great way to see what customers really think about you, so take note of both positive and negative comments posted on social media platforms like Facebook, Twitter, Instagram, and LinkedIn.

Practice self-care as a team to avoid burnout and empathize with customers.

A customer experience team spends a lot of time dealing with unhappy customers. They're the friendly folks you talk to when you call or email our support line and they're the ones who wade through a sea of angry tweets when someone's having a bad day.

When you have a job like this, it's easy to get burned out. It takes more than just patience to deal with frustrated customers day in and day out. It takes real empathy.

There's a balance between showing empathy and getting so wrapped up in an issue that it affects your own outlook on life. Do everything we can to make sure your team is as healthy and happy as possible, so here are some tips for how you can practice self-care as a team:

Have each other's back.

Make it clear that there is no shame in asking for help or letting someone else take the lead on an issue if someone is having a rough day. Make sure everyone knows they can lean on their teammates if they need a hand — whether it's listening to them vent, taking over their current issue, or reminding them that this is what they signed up for (in the best way possible).

Learn to recognize the signs of burnout. 

Burnout is a growing problem. In a survey of 1,500 American workers in 2021, over half (52%) respondents are experiencing burnout and 67% believed the feeling had only worsened over the pandemic. Symptoms often include energy depletion or exhaustion, a mental distancing from one’s job, negative feelings or cynicism relating to one’s job, and a reduction in productivity or professional efficacy. Very quickly, burnout in one CX agent can begin to affect the whole team, leading to productivity declines, targets being missed, and usually, enthusiastic team members becoming apathetic. 

Burnout for your CX team might look like: 

  • Higher negativity or cynicism at or about work. 
  • Agents becoming irritable with co-workers or customers. 
  • A drop in productivity levels. 
  • Agents arriving or logging in late or having trouble getting started. 
  • A reduction in creative ideas or inputs from agents. 
  • Lack of concentration. 

Foster a healthy work-life balance within your team. 

More people than ever are now working from remote offices, which might not be offices at all. Living rooms, spare bedrooms, and kitchen tables are the new workspaces, blurring the lines between at home and at work. For many, this is newfound freedom, however, it’s making it harder than ever to clock in and out when it’s just so easy to check work emails. Having your agents working longer does not necessarily mean working better and can very quickly lead to burned-out operations teams. 

How Fin can help make a great CX team. 

The Fin Work Insights Platform helps companies better understand how their customer experience and operations teams work. From customer-facing teams like sales, marketing, and customer service, to internal teams like IT, engineering, legal, and more, view team activity and collaboration metrics so you can help your A team achieve their A-game. 

Want to know more? Get in touch with our team today or book a free demo.

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