Developing Customer-Obsessed Employees

Research About Developing Customer-Obsessed Employees

To build explosive sales growth, your employees can’t just be customer focused, they must be customer-obsessed.

Compensation certainly affects how well employees treat customers, but 77% of employees say they go out of their way to help customers have a good experience because it is personally satisfying.

In a multinational study, Qualtrics surveyed over 3,000 adult employees to discover what motivates them to go the extra mile for customers. Qualtrics aim to bridge the gap between customer experience and employee engagement.

Section 1

Motivations for being customer-obsessed

Managers and subordinates are both equally likely to go out of their way to make sure customers have a good experience


Question

How often do you go out of your way to ensure customers have a good experience?

All Employees: Breakout by industry

Percent of employees who say they go out of their way to make sure customers have a good experience

70%

0%

Consumer packaged goods

Healthcare

Hospitality, food, travel

Retail

Educational services

Finance and insurance

Transportation

Professional Services

Technology

Manufacturing

Scientific services

Real Estate

Construction

Media and entertainment

Question

Which best describes why you generally go out of your way to help customers have a good experience?

Question

Which best describes why you generally don't go out of your way to help customers have a good experience?

5x
5x

Questions

How much do you care about the reviews you get from customers?

How often do you check your customer feedback ratings?

Employees who don’t care about their customer reviews say it’s because employees don’t get recognized for ratings and it doesn’t make a difference to them personally


Question

Why don't you care about the reviews you get from customers?

50%

0%

Employees don’t get recognized for good customer ratings

Good customer ratings don’t make a difference to me personally

Employees aren’t measured by customer ratings

good customer ratings don’t affect my compensation

no one sees my customer ratings but me

Employees who care about their customer ratings care because it is personally satisfying


Question

Why do you care about the reviews you get from customers?

30% 30% 29%

Question

How often are you willing to work outside of regular business hours to help a customer?

Question

How often are you willing to help a customer with a problem even if it's outside of your responsibilities?

30

Question

What kind of work priority is helping to create a great customer experience?

100%

0%

say that helping to create a great customer experience is their #1 priority at work

say that helping to create a great customer experience is AMONG their top 5 priorities

5x

Section 2

Creating a culture of customer obsession

Common policies that get in the way of helping customers:

  • Needing permission to do something simple
  • Micromanagement
  • Withholding information from customers
  • Tight deadlines
  • Lack of training and tools
  • Focus on sales over experience

Question

Do you feel company policies regularly get in the way of providing a good customer experience?

30%

Common ways managers prevent employees from providing a good experience:

  • Rigid rule enforcement
  • Limits amount of time spent with customers
  • Inconsistent service standards
  • Customer experience not prioritized
  • Rushes employees from job to job

Question

Do you feel company policies regularly get in the way of providing a good customer experience?

23%

Question

Does your employer reward you for helping deliver a good customer experience?

All Employees: Breakout by industry

Percent of employees who say their employer rewards them for helping deliver a good customer experience.

70%

0%

TECHNOLOGY

Scientific services

Real estate

Manufacturing

transportation

Hospitality, food, travel

construction

Finance and insurance

Retail

Professional services

media and entertainment

Educational Services

Consumer packaged goods

Healthcare

Most employees say their company loyalty isn't reciprocated


30% 30%

Qualtrics Employee Experience management platform helps companies improve employee engagement, which in-turn can increase the level of customer obsession they use in their daily work. To read more original Qualtrics research like this, please visit our Research Center.