{"id":11329,"date":"2022-07-25T07:34:59","date_gmt":"2022-07-25T07:34:59","guid":{"rendered":"https:\/\/www.acefone.com\/blog\/?p=11329"},"modified":"2026-04-06T08:52:43","modified_gmt":"2026-04-06T08:52:43","slug":"expert-opinion-interview-deirdre-martin","status":"publish","type":"post","link":"https:\/\/www.acefone.com\/blog\/expert-opinion-interview-deirdre-martin\/","title":{"rendered":"Expert Opinion: Deirdre Martin on how happy employees are key to happy customers"},"content":{"rendered":"

In a world where technology is becoming increasingly affordable, customer experience is one of the biggest differentiators among SaaS players.<\/span><\/p>\n

There is one thing, however, that most tech companies miss: If your employees are disgruntled or poorly looked after, they will never be able to keep your customers happy. Reasserting this belief, CX expert Deirdre Martin says, \u201cEmployees are assets of a business and their performance determines how well the customer experience is going to be.\u201d<\/span><\/p>\n

This is just one of the many insights that Martin\u2014who is also a renowned author and founder of the CX Creators group\u2014shared. Read on to find excerpts from our interaction that are sure to help you address your CX concerns.<\/span><\/p>\n

What is the first step to a flawless customer experience strategy?<\/h2>\n

The best way to make your customers feel more valued is to get to know them better. It allows you to have a better understanding of their lives and their problems. You can use that knowledge to align your services and objectives with the client\u2019s needs and enhance their experience with your business.<\/span><\/p>\n

When you have clarity on your ideal customer\u2019s pain points, problems, goals, needs, desires, typical behaviour and so on, and when you can visualise what their idea of success is, you will then be better able to build a brand that customers will flock towards.<\/span><\/p>\n

Suggest three tips for businesses to keep up with ever-evolving customer expectations.<\/h3>\n
    \n
  1. Get feedback from customers<\/a> to know whether you\u2019re meeting their expectations or not. Use metrics and insights to gain that feedback and work on the lagging areas.<\/span><\/li>\n
  2. Listen to employee complaints as importantly as customer complaints and take action, especially on those (complaints) that overlap with each other.<\/span><\/li>\n
  3. Personalising services lets you connect with customers on a stronger level. It establishes two-way communication, which benefits both of you remarkably.<\/span><\/li>\n<\/ol>\n

    Please share some insights that helped you enhance first-call resolution in your business journey.<\/h3>\n

    I believe that helping staff with active listening and empathy skills will help in any situation.\u00a0<\/span><\/p>\n

    Once the employees have been supported in this way, and a policy has been put in place around what constitutes a complaint, the front line staff should be empowered to offer instant resolution to customers. Be that monetary refunds, goodwill gestures, or some other quick-win that will satisfy the customer.<\/span><\/p>\n

    Here are a few pitfalls that can frustrate customers:<\/span><\/p>\n