Re-Inventing Customer Service: Improving the Employee Experience in the Modern Era
This week we introduce our new guest writer, Troy Ottmer. He joins us with his blog post “Re-Inventing Customer Service: Improving the Employee Experience in the Modern Era.” Troy Ottmer began his career in 1987 as an automotive technician, with a specialization in electronics, including drivability diagnostics, anti-lock brakes and other new emerging technologies for that era. Over the years, he expanded his technical expertise across automotive, light-duty, medium-duty, and heavy-duty trucks, eventually venturing into off-road construction equipment. His early career included roles in shop and mobile technical repairs, as well as fleet management, culminating in his entry into the John Deere dealer network in 1998.
From 1998 to 2017, Troy built a reputation as a leader in dealer operations, excelling in areas such as New & Used Sales, Rental & Lease, Parts, Service, and General Operations. His tenure in the John Deere dealer world provided him with a solid foundation in customer-centric leadership and operational excellence.
Troy’s leadership journey continued with prominent executive roles, including Vice President of Fixed Operations at Doggett Equipment Services (2010–2017) and Vice President of Operations at Koppers (2017–2020). At Koppers, he managed operational efficiency and spearheaded strategic growth in specialized industries, including material recovery services for biomass materials. From 2020 to 2024, he served as General Manager at Rush Truck and Bus Centers, where he successfully oversaw operations and drove business growth.
In addition, Troy held the position of Director of Parts, Service, and General Operations at Rush Enterprises John Deere Construction from 1998 to 2010, until the franchise transitioned to Doggett.
With a robust technical foundation in both on-road and off-road equipment, Troy combines strategic acumen with hands-on expertise. His extensive executive experience spans over a decade, marked by a proven ability to enhance operational efficiency and implement innovative solutions in the transportation, industrial, and equipment services sectors.
In today’s highly connected world, customer service is more critical than ever. Yet, to deliver exceptional customer service, businesses must start by focusing on their employees. Happy, empowered, and well-supported employees are the foundation of a superior customer experience. Metrics like the Customer Satisfaction Index (CSI) and Employee Satisfaction Index (ESI) serve as vital tools to measure and improve both experiences, but the core truth is simple: a happy, productive employee will almost always translate to a happy and very satisfied customer.
Customer Expectations in the Digital Age
Customers today are more informed and connected than ever before. With social media and search engines, word-of-mouth travels at lightning speed. A single negative experience can reach thousands of people instantly, while a positive interaction has the power to build lasting loyalty.
Beyond satisfaction, customers increasingly value authenticity, transparency, and ethical practices. They care not only about how businesses treat them but also about how companies treat their employees. A company’s employee satisfaction often influences customer perceptions, making the Employee Satisfaction Index (ESI) a critical factor in boosting the Customer Satisfaction Index (CSI).
The Employee-Customer Connection
The connection between employee happiness and customer satisfaction cannot be overstated. Employees who are engaged, motivated, and empowered are more likely to:
- Provide proactive and personalized customer service.
- Go above and beyond to resolve issues.
- Build genuine, positive relationships with customers.
This is because an employee’s energy, attitude, and commitment to their work are directly felt by the customer. A disengaged employee, on the other hand, can inadvertently communicate indifference or frustration, leading to subpar customer experiences. By creating a work environment that prioritizes employee well-being and productivity, businesses set the stage for consistently high customer satisfaction.
Using ESI to Improve CSI
The Employee Satisfaction Index (ESI) measures how happy and engaged employees are with their roles, workplace, and leadership. A high ESI score often correlates with a high Customer Satisfaction Index (CSI) because:
- Engaged employees are better problem-solvers. They approach customer issues with creativity and determination.
- Happy employees create a positive atmosphere. Customers notice and appreciate this energy.
- Satisfied employees are more loyal. They develop deeper institutional knowledge and stronger customer relationships over time.
To ensure employees are happy and productive, focus on these key areas:
- Training and Empowerment
Equip employees with the skills, tools, and autonomy they need to excel in their roles. Confidence in their abilities translates to confidence in customer interactions.
Provide ongoing training in areas like communication, conflict resolution, and technical expertise.
- Workplace Culture
Foster a culture of respect, recognition, and inclusivity. Employees who feel valued are more likely to treat customers with care and empathy.
Create opportunities for collaboration and camaraderie, which enhance job satisfaction and productivity.
- Feedback and Communication
Regularly conduct ESI surveys to identify areas for improvement. Employees who feel heard are more likely to stay engaged.
Share CSI results with employees and involve them in strategies to improve customer satisfaction.
- Recognition and Rewards
Recognize employees for exceptional performance. Whether it’s a simple thank-you, a shoutout during team meetings, or formal rewards programs, recognition motivates employees to continue exceeding expectations.
Reinventing Customer Service with CSI and ESI
Both the Customer Satisfaction Index (CSI) and Employee Satisfaction Index (ESI) should be central to your customer service strategy. Here’s how to use them effectively:
Track and Compare
Monitor CSI and ESI regularly and analyze their correlation. A dip in employee satisfaction often signals potential issues in customer satisfaction.
Identify patterns: Are specific teams or locations excelling? Are certain departments struggling? Use this data to replicate successes and address challenges.
Proactive Engagement
Anticipate customer and employee needs. For example, ensure employees have clear schedules and manageable workloads, which allows them to serve customers with more focus and energy.
Align Goals
Set shared goals for improving ESI and CSI. For instance, initiatives like reducing customer complaints or increasing first-call resolution rates benefit both metrics.
Measure the Impact of Changes
Test new strategies or tools and assess their effects on both indexes. For example, implementing a new CRM system could make employees’ jobs easier and improve customer service quality.
Why Employee Happiness Translates to Customer Satisfaction
When employees feel supported and valued, they are more motivated to provide outstanding service. Their enthusiasm and commitment create a ripple effect:
- Higher Productivity: Engaged employee’s complete tasks more efficiently, leading to faster resolutions for customers.
- Better Communication: Happy employees communicate with clarity and warmth, creating positive interactions.
- Customer Loyalty: Satisfied customers are more likely to return and recommend the business to others.
Conversely, a workplace that neglects employee well-being risks disengaged staff, higher turnover, and ultimately dissatisfied customers. The connection is so strong that many businesses now see employee experience as the backbone of customer experience.
Modern Best Practices for Reinventing Customer Service
- Personalized Customer Interactions
Use CRM systems to track customer preferences and history, enabling employees to deliver tailored service. Employees benefit from streamlined processes, and customers feel valued.
2. Omnichannel Support
Provide consistent service across platforms, from phone and email to social media and live chat. This ensures employees have the tools they need to provide seamless support.
3. Transparency
Keep employees and customers informed at every step. Transparent communication builds trust on both sides of the service equation.
4. Celebrate Wins
Celebrate both customer and employee milestones, such as achieving high CSI scores or completing team projects. Recognition strengthens the bond between employees and the organization.
A Symbiotic Cycle of Success
Happy employees drive customer satisfaction, and happy customers boost employee morale—a symbiotic cycle that fuels long-term success. Investing in the employee experience isn’t just good for business; it’s essential in today’s competitive landscape.
By prioritizing both the Employee Satisfaction Index (ESI) and Customer Satisfaction Index (CSI), businesses create a thriving environment where employees and customers feel valued, heard, and connected. This dual focus is the cornerstone of reinventing customer service and securing a competitive edge in the modern era.