This article was based on the interview with Sasha Fard from Capital One by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Organizations often find themselves inundated with an array of metrics designed to gauge performance, customer satisfaction, and employee engagement. However, as highlighted in a recent podcast discussion, an overemphasis on these metrics can lead to unintended consequences, such as a narrow focus that overlooks the underlying behaviors that truly drive success. Instead of fixating on numerical scores, businesses should concentrate on fostering the behaviors that contribute to positive outcomes, both for employees and customers.
One of the central tenets of this approach is the recognition that metrics, while important, can sometimes distort the reality of organizational performance. For example, a company aiming to enhance customer satisfaction may become overly fixated on its Customer Satisfaction Score (CSAT). This singular focus can lead employees to prioritize scoring well over genuinely understanding and addressing customer needs. The podcast speaker emphasizes that in their own experience, they chose to omit CSAT from their scorecard to prevent this phenomenon. By doing so, they redirected attention toward the behaviors that truly impact customer satisfaction—such as knowledgeability, active listening, and problem-solving skills.
The pitfalls of relying solely on metrics are not limited to customer satisfaction; they extend to employee engagement as well. When organizations solicit feedback from employees but fail to act on it, they risk eroding trust and engagement. Employees may feel that their voices are not genuinely valued, leading to disengagement and a reluctance to participate in future feedback initiatives. As articulated in the podcast, it is often better to refrain from asking for feedback than to ask and then ignore it. The implication is clear: organizations must not only listen but also demonstrate that they are responsive to the insights provided by their employees.
Moreover, involving employees in the solution-making process is crucial for fostering a culture of ownership and motivation. When employees are engaged as co-creators in the development of initiatives and solutions, they are more likely to feel a sense of responsibility for the outcomes. This involvement can lead to a more empowered workforce that is committed to delivering exceptional customer experiences. By continuously seeking feedback after the implementation of new initiatives, organizations can reinforce their commitment to listening and adapting, further enhancing employee engagement.
The podcast discussion also touches on the importance of a holistic approach to customer experience (CX) and employee experience (EX). Rather than relying on a single score or metric to gauge success, organizations should adopt a multifaceted perspective that considers various dimensions of performance. This can include direct feedback from surveys, call sentiment analysis, and insights from social media interactions. By diversifying the sources of feedback, organizations can gain a more comprehensive understanding of the factors that influence both employee and customer experiences.
Aligning brand and culture consistently is not just a moral imperative; it is a strategic business decision that pays dividends in the form of loyal customers and sustained growth. As the landscape of work continues to evolve, organizations that prioritize this alignment will not only thrive but also set themselves apart in a crowded marketplace. By investing in employees and fostering a culture that reflects the brand’s values, companies can create an environment where both employees and customers feel valued, ultimately driving success for the organization as a whole. Focusing on behaviors rather than metrics is essential to achieving this alignment, as it cultivates a culture of engagement, ownership, and genuine connection—key ingredients for long-term success.
