Syahirah Raffi

A research analyst exploring innovation opportunities in the experience economy. Research focuses on how the merging of online and offline worlds helps brands better navigate the experience economy.

Min Yi

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In the modern business ecosystem, a company&#8217;s success is increasingly measured by the quality of experiences it delivers. This is where employees become instrumental. As the first point of contact with customers, employees help shape these experiences into successful endeavours. 



However, nurturing employees into effective ambassadors presents challenges: &#8211; Aligning company culture with its branding promise requires sustained effort &#8211; Training programs must be comprehensive while providing adequate flexibility for personalisation &#8211; Trusting employees’ judgment necessitates relinquishing some control &#8211; Establishing an effective feedback loop is crucial but often overlooked



<ul class="wp-block-list"><li>This insight assesses the best practices adopted by top-performing companies, with a key focus on how businesses are empowering their employees to serve as dedicated ambassadors for their customers.</li></ul>



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<h2 class="has-text-align-left wp-block-heading" id="case-study-1-taj-hotels"><a href="#case-study-1-taj-hotels" aria-hidden="true" class="aal_anchor" id="case-study-1-taj-hotels"></a>Case study #1 &#8211; Taj Hotels</h2>



<figure class="wp-block-image size-full"><a href="https://cdn.twimbit.com/uploads/2024/04/17095948/image-22.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" width="1013" height="359" src="https://cdn.twimbit.com/uploads/2024/04/17095948/image-22.png" alt="Taj Hotel employees happy to serve customers" class="wp-image-66831" srcset="https://cdn.twimbit.com/uploads/2024/04/17095948/image-22.png 1013w, https://cdn.twimbit.com/uploads/2024/04/17095948/image-22-300x106.png 300w, https://cdn.twimbit.com/uploads/2024/04/17095948/image-22-768x272.png 768w, https://cdn.twimbit.com/uploads/2024/04/17095948/image-22-20x7.png 20w" sizes="auto, (max-width: 1013px) 100vw, 1013px" /></a></figure>



By picking the right people from the start, Taj Hotels turns its employees into champions. The company then provides an extra hand with thorough training to make smart choices on their own, and making sure to reward their employees when they go above and beyond in serving guests. This approach builds a culture where excellence in customer service is just part of the day-to-day.



<h4 class="wp-block-heading" id="best-practices"><a href="#best-practices" aria-hidden="true" class="aal_anchor" id="best-practices"></a>Best practices:</h4>



<ol class="wp-block-list" type="1"><li>Selective hiring Traits like respectfulness, cheerfulness, and a sense of neediness in their candidates are key criteria to ensure that the frontline staff starts with a natural inclination towards excellent service. </li><li>Extended training Employees are trained for 18 months (6 months longer than the industry average) in technical skills, grooming, personality, language skills, and customer-handling skills. </li><li>Empowerment strategy Taj Hotels ensures its employees remain empowered with incentives to achieve its key goal of prioritising guest satisfaction above all. This mindset shift changes how they respond to situations and alters the extent to which they act to please guests. </li><li>Recognition tied directly to customer satisfaction Taj&#8217;s STARS (Special Thanks And Recognition System) rewards employees with points for receiving compliments from guests, colleagues, and for their own suggestions.</li></ol>



<h4 class="wp-block-heading" id="outcomes"><a href="#outcomes" aria-hidden="true" class="aal_anchor" id="outcomes"></a>Outcomes</h4>



<ul class="wp-block-list" type="1"><li>1. Awarded the coveted Golden Peacock National Award in 2023 2. Has an attrition rate of 26.4%, when the average turnover rate for the hospitality industry is 70-80%</li></ul>



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<h2 class="wp-block-heading" id="case-study-2-bajaj-allianz"><a href="#case-study-2-bajaj-allianz" aria-hidden="true" class="aal_anchor" id="case-study-2-bajaj-allianz"></a>Case study #2 &#8211; Bajaj Allianz</h2>



<figure class="wp-block-image size-full is-resized"><a href="https://cdn.twimbit.com/uploads/2024/04/17100008/image-23.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/04/17100008/image-23.png" alt="" class="wp-image-66832" width="331" height="320" srcset="https://cdn.twimbit.com/uploads/2024/04/17100008/image-23.png 810w, https://cdn.twimbit.com/uploads/2024/04/17100008/image-23-300x291.png 300w, https://cdn.twimbit.com/uploads/2024/04/17100008/image-23-768x745.png 768w, https://cdn.twimbit.com/uploads/2024/04/17100008/image-23-20x20.png 20w" sizes="auto, (max-width: 331px) 100vw, 331px" /></a></figure>



Through the &#8220;I Care for You&#8221; (ICU) and Care Angels programs, employees in Bajaj Allianz are trained to tackle complex issues with empathy, autonomy and compassion. The company also champions a unique recognition culture with its ”Care Heroes&#8221; initiative, celebrating employee excellence from the bottom up. This approach motivates employees, making them proud representatives of Bajaj Allianz&#8217;s commitment to quality service.



<h4 class="wp-block-heading" id="best-practices-1"><a href="#best-practices" aria-hidden="true" class="aal_anchor" id="best-practices"></a>Best practices:</h4>



<ol class="wp-block-list" type="1"><li>Autonomous solution-focused teams The ICU specialists are trained for urgent and complex issue resolution whereas Care Angels are trained to provide personalised and empathetic care to patients. </li><li>Bottom-up recognition The &#8220;Care Heroes&#8221; initiative celebrates exceptional service by conducting quarterly staff acknowledgement via peer recommendations at all levels to foster a culture of appreciation. </li><li>Incentive transparency Implements a &#8216;do more, earn more&#8217; incentive plan linking performance directly with rewards. This incentivises employees to perform more efficiently at higher speeds, as employees can observe the direct relationship of their achievements against set targets and pay-outs.</li></ol>



<h4 class="wp-block-heading" id="outcomes-1"><a href="#outcomes" aria-hidden="true" class="aal_anchor" id="outcomes"></a>Outcomes:</h4>



<ul class="wp-block-list" type="1"><li>1. Recognised as the Leader in Customer Experience Initiative 2. Honoured as the Employee Driven CX of the Year 2023</li></ul>



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<h2 class="wp-block-heading" id="case-study-3-blibli"><a href="#case-study-3-blibli" aria-hidden="true" class="aal_anchor" id="case-study-3-blibli"></a>Case study #3 &#8211; Blibli</h2>



<figure class="wp-block-image size-full is-resized"><a href="https://cdn.twimbit.com/uploads/2024/04/17100039/image-24.png" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://cdn.twimbit.com/uploads/2024/04/17100039/image-24.png" alt="" class="wp-image-66833" width="437" height="237" srcset="https://cdn.twimbit.com/uploads/2024/04/17100039/image-24.png 660w, https://cdn.twimbit.com/uploads/2024/04/17100039/image-24-300x163.png 300w, https://cdn.twimbit.com/uploads/2024/04/17100039/image-24-20x11.png 20w" sizes="auto, (max-width: 437px) 100vw, 437px" /></a></figure>



Blibli transforms employees into skilled ambassadors through a balanced mix of product knowledge and role-playing training. The company&#8217;s dedication to superior experiences shines in its quick responses and celebrations of customers&#8217; special moments. Additionally, the Blibli Star program empowers promising employees with advanced learning opportunities and hands-on projects, nurturing a culture that champions excellence and brand loyalty.



<h4 class="wp-block-heading" id="best-practices-2"><a href="#best-practices" aria-hidden="true" class="aal_anchor" id="best-practices"></a>Best practices:</h4>



<ol class="wp-block-list" type="1"><li>Hiring and building the right agents Conducts a 22-day training program that prioritises 40% product knowledge and 60% role-playing to ensure agents can handle various customer interactions.</li><li>Personalised engagement Agents treat customers like close friends, addressing queries which extend beyond Blibli products to providing general life advice.</li><li>The ‘AHA! Moments’ initiative Customer service agents have the authority to deliver personalised gifts to shoppers, along with handwritten cards to garner deeper connections with customers.</li><li>Recognition and career advancement The “Blibli Stars” program honours high-potential yet high-performing employees annually with advanced learning opportunities in new competencies and business trends</li></ol>



<h4 class="wp-block-heading" id="outcomes-2"><a href="#outcomes" aria-hidden="true" class="aal_anchor" id="outcomes"></a>Outcomes:</h4>



<ul class="wp-block-list" type="1"><li>1. Recorded 99% CSAT scores and 96% service levels 2. Awarded the Best Company to Work for in Asia 2022</li></ul>



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<h2 class="wp-block-heading" id="actionable-learnings"><a href="#actionable-learnings" aria-hidden="true" class="aal_anchor" id="actionable-learnings"></a>Actionable learnings</h2>



To transform employees into customer ambassadors, you can emulate these best practices by:



<ol class="wp-block-list" type="1"><li>Recruiting selectively Pick individuals who naturally exhibit qualities like empathy, enthusiasm, and professionalism to ensure your team is predisposed to excel in customer interactions.</li><li>Providing extended and diverse training regimen Develop a curriculum that includes product knowledge sessions, customer interaction simulations, and workshops on emotional intelligence.</li><li>Adopting technology for enhanced engagement Utilise cutting-edge technology solutions such as real-time data access, communication enhancements, and CRM (Customer Relationship Management) tools to facilitate personalised and efficient customer service interactions.</li><li>Designating specialised roles for complex challenges Create roles focused on areas like technical support or complaint resolution, providing intensive training on these specific areas, which will later help employees address complex challenges.</li><li>Establishing clear empowerment policies Introduce policies that define when agents can offer refunds, discounts, or free services as goodwill gestures. Set clear limits but allow for discretion within those boundaries.</li><li>Implementing easy-to-redeem recognition programs Launch incentive programs allowing employees to earn points for peer nominations, customer feedback, or actions that embody company values. Points can be exchanged for rewards like extra vacation days, gift cards, or recognition at company meetings.</li><li>Linking incentives directly with outcomes Design performance-based incentives clearly illustrate how individual efforts contribute overall business success. Encouraging transparency fairness evaluation process aligns personal goals organisational objectives</li></ol>



Nurturing employees into effective ambassadors achieves 2 key aspects in an employee&#8217;s day-to-day workflow. It enhances their job satisfaction and improves their overall mood throughout the customer experiences. Cumulatively, this leads to impactful results, including elevated retention rates and the attainment of prestigious awards.



This underscores the importance of viewing employees as pivotal stakeholders in delivering consistent, personalised service that cultivates brand loyalty and sets a company apart in today&#8217;s competitive business landscape.



Here are a couple of reports outlining best practices for companies to deliver exceptional <a href="https://content.twimbit.com/insights/best-practices-for-digital-experience-beyond-clicks-and-scrolls/" data-type="post" data-id="64190">digital</a> and <a href="https://content.twimbit.com/insights/best-practices-for-service-experience/" data-type="post" data-id="54620">service </a>experiences to customers.

In the modern business ecosystem, a company's success is increasingly measured by the quality of experiences it delivers. This is where employees become instrumental. As the first point of contact...