CRAVE: Upgrading the Internal Customer Experience

If you look at lists of the best companies to work for, along with lists of companies that are top-rated for customer experience, you’ll find a lot of the same names across both lists.

Why? Because what employees feel inside the organization is felt by customers outside the organization. Personnel who enjoy their work, workplace, and work culture — their internal customer experience — try harder, achieve more, and stay with the company longer. Employees who are true believers make some of the best brand ambassadors, transmitting that belief, born of genuine, convincing inside knowledge, to customers and potential customers.

‘CRAVE’ is a mnemonic for five key concepts to keep in mind toward nurturing a positive internal customer experience:

  • Communication
  • Recognition
  • Access
  • Vocabulary
  • Empowerment

Communication: People need to know what’s happening and what’s being done to keep them secure and happy. Even if the news is less than stellar, being informed will give people a sense of ownership and stability, negating poor morale from rumors and speculation.

Recognition: It’s easy to point out what employees do wrong, but we must remember to tell them what they get right. This is crucial, not just to reinforce the behavior and performance we want to see, but to give people the confidence to keep striving, learning, and growing.

Access: Employees need to be able to talk to their leaders when they have to. If an open-door policy isn’t always possible, clear, simple guidelines should be available to set up a conversation quickly. People need to feel that their opinions and feelings are heard and valued.

Vocabulary: Consider how you refer to your people, whether in corporate or casual communication. ‘Colleagues’ or ‘team members, for example, sound warm and friendly, while ‘workers’ or ‘rank-and-file’ can connote disrespect. Your terminology can make a difference.

Empowerment: This sounds simple but maybe the hardest to implement — give your people the skills, authority, and assurance to do their jobs well. It’s essentially a matter of training but also extends throughout your corporate culture, from HR to CSR and all the letters in between.

These concepts are now simple to remember, though possibly complicated to enact. But making them top-of-mind can help you build an organization that people crave working for — concretizing a brand that customers can believe in.

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Japan

HEAD OFFICE

Kanto Head Office

Odakyu Southern Tower 16F 2-2-1 Yoyogi, Shibuya-ku, Tokyo 151-8583

*with our parent company, Relia

BRANCH OFFICE

Hokkaido Branch

Sapporo Sosei Square 1-6 Kita-Ichijo Nishi, Chuo-ku, Sapporo-shi, Hokkaido 060-0001

*with our parent company, Relia

 

Tohoku Branch

Sendai Honcho Bldg 2-3-10 Honcho, Aoba-ku, Sendai-shi, Miyagi2-3-10 Honcho, Aoba-ku, Sendai-shi, Miyagi 980-0014

*with our parent company, Relia

 

Chubu Branch

Nagoya Lucent Tower 6-1 Ushijima-cho, Nishi-ku, Nagoya-shi, Aichi 451-6007

*with our parent company, Relia

Kansai Branch

Harvis ENT Office Tower 2-2-22 Umeda, Kita-ku, Osaka-shi, Osaka-shi, Osaka 530-0001

*with our parent company, Relia

Chugoku & Shikoku Branch

Hiroshima Diamond Bldg 7-19 Hondori, Naka-ku, Hiroshima-shi, Hiroshima 730-0035

*with our parent company, Relia

Kyushu Branch

Tenjin Twin Bldg 1-6-8 Tenjin, Chuo-ku, Fukuoka-shi, Fukuoka 810-0001

*with our parent company, Relia

Okinawa Branch

Naha Shintoshin Media Bldg East 1-3-31 Omoromachi, Naha-shi, Okinawa 900-0006

*with our parent company, Relia

OPERATION CENTER

Sapporo Center

ORE Sapporo Bldg 1-1-7 Kitanijo Nishi, Chuo-ku, Sapporo-shi, Hokkaido 060-0002

*with our parent company, Relia

 

Sapporo-Kita Center

Sapporo Kita Bldg 2-8-1 Kita-Shichijo Nishi, Kita-ku, Sapporo-shi, Hokkaido 060-0807

 

 

Sapporo Mega Center

Maruit Sapporo Bldg 1-1 Kita Nijo Nishi, Chuo-ku, Sapporo-shi, Hokkaido 060-0002

 

Sapporo IT Front Center

Sapporo IT Front Bldg 15-28-196 Kita-kujo Nishi, Chuo-ku, Sapporo-shi, Hokkaido 060-0009

China

DALIAN

Room 502, Building 23, Dalian Software Park, No. 40 Software Park East Road, Dalian High-tech Park, Liaoning Province

*with our parent company, Relia

Thailand

BANGKOK

3rd Floor, Siripinyo Bldg, 475 Sri-Ayudthaya Rd, Thanon Phayathai, Rajthevee, Bangkok, 10400 Thailand

*with our parent company, Relia

Vietnam

HANOI

Floor 10, Detech II building, 107 Nguyen Phong Sac Street, Dich Vong Hau Ward, Cau Giay District, Ha Noi, Viet Nam

*with our parent company, Relia

HO CHI MINH

222-226 Hoang Hoa Tham, Ward 12, Tan Binh District, HCMC, Vietnam

*with our parent company, Relia

Philippines

PASIG CITY

Robinsons Cyberscape Alpha

5F Robinsons Cyberscape Alpha
Sapphire and Garnet Roads
Ortigas Center, Pasig City 1600
Metro Manila, Philippines

 

ADB Tower

GF ADB Tower, 6 ADB Avenue
Ortigas Center, Pasig City 1550
Metro Manila, Philippines

 

 

Wynsum Corporate Plaza

10F Wynsum Corporate Plaza
22 Emerald Avenue
Ortigas Center, Pasig City 1605
Metro Manila, Philippines

MAKATI CITY

Global Headquarters

6F LV Locsin Building
6752 Ayala corner Makati Avenues
Makati City 1200
Metro Manila, Philippines

 

Insular Life Building

Ayala cor. Paseo de Roxas Avenues
Makati City 1209
Metro Manila, Philippines

 

QUEZON CITY

Mega One Building
España Boulevard corner Mayon Street
Quezon City 4329
Metro Manila, Philippines

MANDALUYONG CITY

Domingo Guevara (Libertad)

418 Domingo Guevara corner Arayat Streets
Mandaluyong City 1550
Metro Manila, Philippines

ILOILO CITY

Molo

2F Iloilo Supermart Building
San Jose corner Avanceña Streets
Molo, Iloilo City 5000
Philippines

DUMAGUETE CITY

LP Information Technology Park
Jose Romero Sr. Street, Bagacay
Dumaguete City, Negros Oriental 6200
Philippines

Australia

SYDNEY

Suite 3, Level 27

Governor Macquarie Tower
1 Farrer Place
Sydney NSW 2000 Australia

Romania

BUCHAREST

Headquarters

3 Avrig Street, First Floor, District 2, 021571 Bucharest, Romania

*with our partner, Global Remote Services

PIATRA NEAMT

Office

11 Republicii Boulevard,
610005 Piatra Neamt, Neamt County

*with our partner, Global Remote Services

SUCEAVA

Office

Str. Narciselor, nr. 33, Suceava, Jud. Suceava

*with our partner, Global Remote Services

Nicaragua

MANAGUA

Managua

Centro Financiero Invercasa Torre 2
4to Piso, Managua, Nicaragua

United States

COEUR D’ALENE

Coeur d’Alene

Silver Lake Mall
200 W Hanley Avenue
Coeur d’Alene, ID 83815

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