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Editors Pick CX Execution

United Airlines' Challenges in Improving Customer Experience Show Importance of Buy-In from Employees

We liked an article about United Airlines' customer experience by 1to1Media's Mila D'Antonio (link below).  It  blended a personal story of her experience with United Airlines (and an employee's view of the company) and an analysis of their recent attempts to improve CX. 

One point in her post really struck home for us, because it ties into something that we talk about a lot here.  She highlighted her encounter with an employee who, instead of being a promoter of the airline's efforts at CX improvement, call it the 'worst airline in the world'.  

It brings home the point that buy-in from key team members (at any level of the organization) is key to a successful customer experience initiative.   The big problem is that buy-in is hard to get unless an organization does a few things right:

1. Treating employees well -- so they feel like partners in the effort 

2. Aligning change initiatives to the core business model -- another key factor in getting buy-in from team members if a clear connection between new programs and the core business model as they understand it.  When that's missing, employees tend to thing of a program as transient and unlikely to last long, which in turn kills their commitment to it.

3. Creating incentives for success that mean something to team members -- compensation is great but other things like recognition and promotions based upon aligning around a CX initiative can go a long way to building buy-in and belief.

The key point, as the United Airlines example shows, is that any customer experience initiative that fails to include employee buy-in is doomed to failure.   What's really surprising is how many major corporations don't get that point, and pay the price for it.

Jan 27, 2014 | Original Link

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