“Success can happen when you have the right people with the right knowledge/skills/mindset, right number or headcount, at the right time.”
We all want great employees, but what are the traits that we want our employees to have? If I ask you to come up with a list of traits, I’m pretty sure it would contain mostly, if not all, intangibles that relate to behavior and mindset. How about your employees’ product knowledge? Do you have this in your list?
In our years of experience interacting with customers, we’ve heard and seen customers irately complain about employees who don’t know what their company offers.
“He/She should not be working with [company name] if he/she doesn’t know anything about your products.”
“Did you even train this employee?”
“Stop hiring people like him/her”
“I even know more than him/her.”
“I had to wait for more than 15 minutes before I can get an answer because he/she had to get help from another employee and his/her Manager. This is too much time wasted.”
“I had to ask at least 3 employees before someone was finally able to help me. I wasted time with the 2 other employees. I shouldn’t be exerting much effort at all.
How would you feel if your customers give you this kind of feedback about your employees?
Such feedback will destroy your company’s brand significantly. Your customers will not see your employees as individuals. They will see your employees as the company. Remember that your employees are an extension of your company. This is a fact that you have to accept.
Not only will your employees’ expertise have a huge impact on customer satisfaction, it will also determine customer level of effort, and influence if your customers will become promoters or detractors.
Has it ever crossed your mind how big of an impact the lack of expertise has on your potential revenue? How much revenue did you lose just because your employee didn’t know that you do offer what the customer wanted, didn’t know much about product features that customer needed, or your employee recommended the wrong product prompting the customer to return the product?
What I’ve noticed with some large retail shops is that employee expertise seems to be not a priority. What seems to be more important is having enough employees to assist customers, but not ensuring that each employee has the expertise needed to effectively and efficiently assist the customers. An employee who has the expertise can assist at least 3 times more customers than someone who lacks the appropriate product knowledge.
What will lack of employee expertise impact?
a. Loss of revenue
b. Dissatisfied customers
c. High customer level of effort
d. Increase in detractors
e. Increase in customer complaints
f. Increase in customer and employee churn
g. Negative brand reputation
Right now, you’re probably eager to evaluate your employees’ expertise and conduct training. Hold on to your horses. Though assessment scores will give you significant information on which areas of expertise your employees are good at and which ones need to improve, hearing it from the customers’ perspective is also essential. What you would need is a more holistic set of information that will tell you the strengths and opportunities from your internal Quality Assurance and from customer perspective. By doing so, you will be able to address both internal (internal company performance goals) and external (customer service experience).
By gathering, studying, and correlating pertinent information from your customers, current assessment and training methods and techniques that your company utilizes, ExitShopping® can help you create a more effective set of assessments to strategically improve your employees’ expertise. Part of our services is to follow through and evaluate the success rate of the course of action implemented. We will continue to partner with you to continuously increase the success rate and reach the best potential your company can have through your employees.