At Primary Intelligence, broad access to customer experience (CX) information is viewed as a best practice since this gives employees, managers, and executives deeper insights into customer perceptions of the organization. Widespread access also allows individuals at every level to construct possible remedies to address customer concerns and gives impetus and support for new initiatives.

Research from the State of Customer Experience revealed the groups with greatest access to customer experience information are executive management (81 percent), sales management and leadership (79 percent), and marketing (74 percent). Interestingly, less than half (49 percent) of organizations provide access to customer experience information to their sales support and enablement teams. “Other” groups with access to customer experience data include support, human resources, legal, quality, engineering, and operations.

Even if the desire exists to share CX data, however, putting a mechanism in place to ensure customer feedback is available throughout the organization can be challenging. In fact, it’s a stumbling block that many companies encounter, especially when they’re large and geographically dispersed.

As a Program Manager in the manufacturing industry shared during a phone call to discuss CX programs, “Our Discovery calls [are a best practice at our company]. I invite the appropriate people, generally the director level or above, who can really influence change and really should know about things in their sphere of influence that they could change or improve to help us improve our customer outcomes.”

How to Share B2B Customer Experience Insights with Employees

Here are six successful best practices for sharing CX information broadly throughout the organization:

  1. Put documentation on a SharePoint site.
  2. Create an internal website with highlights and links to key findings.
  3. Utilize internal groups as “go-to” resources for important customer documentation.
  4. Implement third-party online portals that provide unlimited access to customer feedback.
  5. Schedule regular Discovery (post-sales debrief) sessions that highlight repeatable best practices and strategies for success, ensuring the right people—at the appropriate levels in the organization—are present and engaged in the conversations.
  6. Host regular in-person discussion sessions to share key learnings, answer questions, and describe any challenges that need to be overcome.

Another individual in the technology industry highlighted the importance of ensuring the entire organization benefits from customer experience programs, stating, “We’re looking to bring [collective wisdom] to a better level, where not only do we have these touch points and we garner some intelligence and some feedback, but a mechanism to collect the most salient points of that and see if we can learn something from that as a company globally, not just as a per account parochial activity.”

eBook: State of Customer Experience - Tools and Methodologies

eBook: B2B Customer Experience Tools and Methodologies

Customer Experience tools are abundant, and organizations wishing to use these tools to better understand customer perceptions will find a wide array of choices at their disposal. Download this eBook to find out the most successful CX tools and collection methodologies used today.

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