By Mr. Machaiah Kaverappa
According to a very recent global customer experience (CX) study conducted by a multinational computer technology company, 74% of senior executives believe that customer experience significantly impacts a customer’s or client’s willingness to become a loyal advocate, which in turn elevates revenue generation for companies. Brands like Apple and Amazon have millions of loyal customers because of the significant time and money they invest in customer satisfaction (CSAT) and customer experience (CX). They have well-defined strategies to attract potential clients. For instance, if you think about purchasing a particular product, Amazon sends you notifications with details about that same item. This can be so precise that it might seem like Amazon can read your mind, sometimes even intimidating users making them feel their privacy is compromised.
However, the reality behind this is not too twisted. When you search for a specific gadget on Amazon, the customer experience professionals behind the scenes recognize that you are likely planning to purchase it. Later, if you think about an accessory compatible with the gadget you previously searched for, the app will send you information about it, surprising you with its relevance. This isn’t mind-reading but a sophisticated, personalized user interface designed for each customer. This approach has helped Amazon and similar brands earn their customers’ trust over the years.
Similarly, in the HR service industry, solutions must be tailored to meet each client’s specific needs. The HR team may attempt to understand the business culture and HR challenges faced by the client’s organization to provide customized support.
Here are some strategies for enhancing customer satisfaction in the HR service industry. Implementing these can help you deliver a top-notch customer experience.
Read Your Client’s Mind
Organizations can try to be adept at understanding their clients’ needs and perspectives. When providing a service or product, it’s crucial to view it from the client’s standpoint. For instance, if you’re an HR software development company and your client requires customized software that aligns with their work culture and employees, try to look at it from the client’s perspective. By gaining a deeper understanding of the company’s goals, the HRMS developer may be able to create a solution that precisely meets the client’s needs.
Happy Employees = Happy Customers
Employee Experience (EX) and Customer Experience (CX) are like two peas in a pod. While organizations must focus on CX, it’s essential not to forget the employees. Without employees, an organization cannot thrive. Therefore, the HR team can try to provide the best possible experience for the employees. Once the company acknowledges the contribution of the employees, they will adopt the organisation’s dream as theirs and work towards making the company successful, which also means they will start focusing on CX as a personal goal.
One Size Does Not Fit All
When developing an HRM product, organizations must communicate the importance of customization to the team that’s building the software for the client. No two clients or customers have the same preferences. Everyone has a desire for uniqueness and appreciates having something distinct from others. No one wants to merely copy what a competitor has done or what another successful company is doing. Therefore, it’s always best to ensure that each customer receives a tailor-made, exceptional experience.
Sales at All Costs is a No-Go
Every organisation’s Revenue generation happens through sales and is clearly an undebatable topic. But what needs to be kept in mind is that doing anything and everything for the sake of sales and its by-product isn’t a sustainable way to run a company, as this compromises customer satisfaction. When a company manages to convince a client to purchase their newly launched HRMS product that can handle vast amounts of employee data, and unfortunately, the software freezes or gets glitches in the next few days, it would reflect badly on the company, eventually tarnishing its reputation. Therefore, companies must prioritize quality before focusing on sales.
Prompt Tech Support
People prefer resolving issues without leaving their office, and with technology becoming indispensable, everything needs to be available on mobile phones. Clients relying on HR service providers often encounter doubts and confusion due to the massive amount of data they handle. Organizations must ensure timely online solutions for any queries. Implementing a chatbot can keep customers engaged and help understand their concerns. Additionally, companies should utilize advanced HR management software to streamline internal processes, increase efficiency, and improve accuracy in handling HR tasks and data.
Automation for CX enhancement
Automation is a key player in enhancing customer experience. Automating HR processes such as payroll, employee onboarding and offboarding, benefits administration, and performance management reduces errors and ensures accuracy and reliability as human interference gets reduced to a great extent.
Communication
Communication is the key component in any relationship, and is no different when it comes to client relationships in the HR service industry. A proper and effective communication ensures transparency which will reduce chances for disagreements or disputes. Inform the client about latest HR trends, compliance updates, and other relevant information so that they can completely rely on the service provider company.
Consistent Service Delivery
Consistency in service delivery helps organizations earn clients’ trust. Developing Standard Operating Procedures (SOPs) is crucial for tracking and maintaining consistency.
Value-Added Services
Offering consulting services to help clients with strategic HR planning, talent management, and organisational development will instantly help the organisation win the client’s trust, making them a loyal customer of the services. Providing workshops and training sessions for client employees on various HR topics, such as compliance, leadership, and employee engagement, will also catalyze trust building. Organizations must ensure that HR services are scalable to accommodate the growth and expansion of client businesses.
By monitoring all the above-mentioned points, organizations can provide their clients with the best experience and eventually gain their trust.
With a comprehensive background in finance, accounting, and contracts management, Machaiah Kaverappa oversees the creation, execution, and analysis of contracts and renewals of customer engagements within an organization while ensuring that contracts meet legal requirements and align with company goals. He drives customer experience initiatives, and by optimizing processes and enhancing transparency, Machaiah significantly contributes to an improved customer experience, ensuring client satisfaction and loyalty. His strategic approach to customer retention and contract management underscores his commitment to delivering exceptional service and fostering long-term client relationships.
(The author is Mr. Machaiah Kaverappa, AscentHR, and the views expressed in this article are his own)
