There is a consensus developing across the business world that we have entered the Age of the Customer. Online review sites, social media and smart phones all mean that, in the words of Jim Blasingame, "whether customers like you or not, they have the potential to tell millions." And they can do it instantly, at any point during their experience with you. Consequently, everyone you hire has to be a customer experience star.
In the past a business would succeed or fail based on their competitive advantage in manufacturing, distribution or information management. These factors have now become commoditized and no longer have the power to make a business stand out. The only currency that businesses still control is the quality of the customer experience they offer. Forrester Research advises that in order to remain profitable, "companies must be more than customer focused, they must be customer obsessed".
That means every employee should be conscious of customer experience, irrespective of their job title.
When it comes to hiring new employees this means assessing qualities such as appearance, attitude, tone, and communication skills in every candidate. Video interviewing, when used at the early stages of the recruitment process, makes it faster and easier to test a wide talent pool for such attributes.
Video interviewing becomes even more helpful when hiring for a role not traditionally associated with customer experience. Applicants for such positions may not think to advertise their soft skills, but you can watch for visual indicators and listen for verbal clues that an applicant can enhance your company's customer experience obsession.
Customer experience needs to pervade every area of your business for it to be truly effective.
What do you think?
Creative commons image by Jon McGovern