As a finalist in the Customer-centric Culture category of the 2015 Loyalty360 CX Awards, FedEx joined three other brands in presenting at a “Meet the Finalists” panel during the Engagement and Experience Expo powered by Loyalty360. The company was represented by Alicia Hill, Marketing Specialist Advisor. Hill offered Expo attendees an inside look at how FedEx has maintained its customer-centricity on a global scale.
FedEx has developed a new frontline employee program called Everyday H.E.R.O.: Hear, Empathize, Respond, and Own. The purpose of this program is to develop a customer relationship that is not only transactional, but emotional. These emotional relationships, Hill told listeners, are much more easily built face-to-face than over the phone.
“It’s important to have in-person interactions so that you can better understand what the customer is not saying to you,” Hill explained. “This includes things like facial expressions and body language, which aren’t a part of phone interactions. We want our employees to build that emotional connection in a face-to-face experience and not just over the phone or online.”
The company places a premium on customer experience, and it shows through in its deep commitment to providing customer-centricity.
FedEx places distinct emphasis on employee engagement as a driver of customer experience. “Our culture is what makes us outstanding,” Hill said. “We take care of our employees, our employees take care of our customers, and our customers provide us with profitability in return.”
In developing a customer-centric culture, FedEx recognized the changing demands of modern customers.
“As our customers change, we need to evolve with them,” Hill added. “Everyone is mobile now; they always want to be connected. They expect instant access to information, and this has changed the way we conduct business with them.”
FedEx took home a bronze Loyalty360 CX Award for its commitment to providing customers with positive experiences in every interaction.