Role of L&D Managers in Improving Customer Experience

Me to an L&D leader: “Do you deal with customer-centric training?” The reply: “Well, I am a learning and development professional. Do I really need to be concerned with customer experience issues?” After hearing the response, I was a bit surprised, honestly! Improving customer experience is vital for the growth of any business. L&D teams should collaborate with client-facing departments, such as marketing and sales, to develop targeted training materials. Why? To answer this query, let’s first understand the exact meaning of customer experience.

What do You Mean by Customer Experience?

As the name suggests, customer experience is the total of all your interactions your customer has with your company. Following the interactions, a buyer needs to feel satisfied. S/he should believe that the entire end-to-end journey with your brand was enriching. Customer experience has its onset before a buyer seeks your services/products and ends after s/he leaves your organisation.

How is Customer Service Linked With Teams Which Are Not Client-Facing?

Let’s answer this question by taking the example of the L&D team. Maybe your leadership is not clear of the exact customer experience your brand needs to deliver. Then, how will they develop the required training materials — that align with your end goals? Learning should never be focused only on internal functions like process and systems. If this is the case, your workforce will perceive their role as task-based rather than experience-based.

Learning delivers the best results when employees understand how their performance will help in improving customer experience. Your training content could serve as the bridge between a comfortable, convenient experience and a painful, frustrating one. Even other teams, such as accounting, can feel that they have no role in dealing with buyers. However, since the company’s offerings are directly related to the target audience, each department holds a responsibility.

Research suggests that “experience-driven businesses have a greater average year-on-year increase than other brands, 2.2 times more.” And numbers don’t lie. Therefore, you must concentrate on customer experience throughout the entire enterprise, not just in traditionally customer-facing roles.

So, How Can the L&D Leadership Help Create a Customer-centric Organisation?

To promote a training culture that ensures a customer-centric organisation, learning should incorporate CX ideas. It should include actual data, skillsets, and results — for teams not directly connected to customer-facing roles. Instead of delivering training only to your contact centre agents, think of customer experience learning sessions for other departments. Related teams include sales, accounting, or marketing, among others. It would be great if everyone in your organisation clearly understands their specific role with the customer. Let us now see how L&D teams, in particular, can play a role in improving customer experience.

Read More: Building a Culture of Learning!
Analyse How Your Teams’ Regular Tasks Are Related to Improving Customer Experience

Allow me to explain this with the help of an example. Suppose you are developing a training module for internal tech support. How is this department related to customer experience? This specific department is concerned with fixing only company-wide technological glitches. Therefore, they may be called in by sales and customer support teams only when there is a last-minute problem.

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Maybe a customer is waiting for a particular service, and there is a huge issue. Therefore, even tech support plays an important part in responding to customers in times of crisis. Their primary tasks are keeping technology updated and responding to challenges internally. Once you incorporate these elements into your training schedule, you can ensure a seamless customer experience.

Read More: eLearning Can Reduce Your Customer Training Costs

As an L&D leader, you must be able to connect the dots regularly. For instance, your accounting team must know how correct invoices and timely payments are critical in protecting vital partnerships and vendor relationships. In turn, your partners will be able to serve the customer. Additionally, you need to train your teams in reverting to queries and answering emails from sceptical partners. All of the above measures help your suppliers to keep up with your brand’s promises.

Consider Customer Experience to be a Complete Business Discipline

Customer experience is a discipline that has real outcomes and measurements. It affects your entire organisation when the profits drop or when there is a spike in your revenues. Of course, without sales and revenue, there is no business. Therefore, you can have the same metrics for satisfied customers as well. Explain the critical CX numbers in your company to everyone. For instance, ensure that the loading dock crew is aware of NPS is and its measuring methods. Communicate the figures to your entire workforce and create awareness. Include these elements in your training sessions and conduct online modules for each department.

Create a Full-fledged Communication Channel About CX

Leaders usually conduct campaigns about improving customer experience. Yor training modules may contain an article about the same, or you might mention this topic in a meeting. However, such communications should form a part of your corporate learning curriculum. CX MUST not only be about promises, but it SHOULD explain how to live up to those promises.

CX should be an integral part of your communication channels, which are woven into your training programme. The sessions should outline how CX will impact your customers. Will a new process imply less or more efforts on the customers’ part? Ask these questions and prepare their detailed answers. As an L&D leader, you should create a culture where the employees are ready to work toward enhancing the overall customer experience. And PlayAblo‘s LMS has proven to lower your customer acquisition costs!

Conclusion

Your strategy toward improving customer experience will be fruitful only when your teams are focused and ready to act and deliver the related end goals. This need for focus and commitment to action applies to the whole organisation. L&D leaders require to clearly define the vision of customer experience, which your brand aims to deliver. Bring everyone on-board with this cohesive vision. And you are all set! Or you can seek the guidance of PlayAblo‘s experts and we will be glad to help you out!

Ad: PlayAblo’s Enterprise-Grade Micro-Learning platform is for the modern corporate learner. Micro-Learning, along with assessments and gamification features, ensures learning outcome measurement along with sustained engagement.
Find out more and request a custom demo!

Corporate Learning Advisor

Anisha Dutta, our Corporate Learning Advisor, holds a bachelor's degree in electrical engineering and did her master's from IIM Udaipur and Purdue University. She loves working on pieces that require deep research and foresight. Apart from that, she is a voracious reader. Movies, music, and tv shows are the next addiction. Otherwise, she also happens to be an avid traveler, a poet, and an animal lover.

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