2 best practices for closing the loop

In all bricks and mortar operations, the leverage point for improving customer experience happens at the location level. It is at the location level where the most information on individual members resides.  Empowering at this level draws out more impactful actions for improving the customer experience.  This is the “distributed approach”.

23111_ANTSDistributing the responsibility and authority for multiple people to close the loop and solve problems within each location reduces business processes and speeds action.  Location-specific knowledge and tacit knowledge about individual members makes problem solving and member dialogue much easier. Moreover, a distributed approach creates a platform for adopting other OCEM best practices that will drive your program and ultimately, the customer experience. Here are 2 best practices.

#1 – Response Team Approach

  1. This approach is generally used when an organization does not have a “daily huddle” for operations at the location level.
  2. Requirements
    1. Establish a team lead
    2. 3-6 people trained in CLF best practices
    3. MXM logins for each person
    4. Each Team Member “owns” 1 or more specific days of the week. (e.g. Bob has Monday, Lisa has Tuesday etc.)
  3. Team Responsibilities
    1. Respond to 100% of new feedback on assigned day(s).
    2. Cover one another for sick/vacation days
    3. Take ownership of issues and follow up to resolution
    4. Share ideas for improving member experience
  4. Impact
    1. Heightened awareness of the customer experience throughout the location
    2. Greater empowerment to solve problems and improve operations

#2 – Daily Huddle Approach

  1. This approach is possible when a daily leadership huddle takes place at least every Team Meetingweekday.
  2. Requirements
    1. Top of daily agenda
    2. MXM logins for each person
    3. Trained in CLF best practices
    4. Ability to look at the system together during the meeting
  3. Team Responsibilities
    1. Review status of case assignments from the previous day
    2. Review new cases
    3. Ownership of cases distributed to appropriate team member
  4. Impact
    1. Establishes priority of member experience at the management level
    2. Creates easy pathways for managers to use member experience data in departmental team meetings
    3. More likely to have authority to make change

The opposite of the “distributed approach” is the “centralized approach”.  The centralized approach is generally ineffective and overly cumbersome for multiple reasons.  Here are two examples of centralization:

  1. Single person responsible for CLF in one location
  2. Single person or small team with centralized responsibility for multi-location operation

Closing the loop in a timely, meaningful, and personalized manner is the starting point of optimizing your Operational Customer Experience Management practice.  The intent of each of these two best practices is to ensure:

  • Cases are handled swiftly
  • Action is taken
  • Workload is distributed
  • Increased opportunities to share ideas for improvement
  • Most importantly, the customer experience actually improves.

Let us know if you have any questions and your comments are always welcome.

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