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  • Writer's pictureTamara McKenzie

Your Guide to Creating an Internal CX Newsletter

As a proactive support leader, it is important to regularly showcase the successes of your team to the rest of the company. While other departments may have more opportunities to celebrate their achievements, such as through product launches, the support team often operates behind the scenes, running vital parts of the business without much recognition. While your higher-ups may turn to you during a company crisis or during performance review season to check on user sentiment or key performance indicators, it is rare for the support team to have a chance to demonstrate their accomplishments to the entire company.

Rationale for Creating an Internal Newsletter

Taking the time to regularly communicate your team's successes can have numerous benefits for both your team and the larger business. Here are a few reasons why it is important to showcase your team's accomplishments:


Secure Resources

By demonstrating the value of your team and highlighting the things you could achieve with additional resources, you can increase the likelihood of receiving the support you need to fully optimize your team's productivity. Here are some examples you could include:

  • Creating a detailed report that shows the return on investment (ROI) of additional resources, including the potential impact on customer satisfaction, support ticket volume, and overall business success.

  • Using metrics and data to demonstrate the current workload of your team and how additional resources could help alleviate bottlenecks and improve efficiency.

  • Conducting a gap analysis to identify areas where your team could benefit from additional resources, such as training, new technology, or additional staff.

  • Highlighting the benefits of improved productivity, such as faster response times, increased customer retention, and greater revenue.

  • Demonstrating how additional resources could help your team address long-term goals, such as improving product quality or expanding into new markets.

  • Providing case studies or examples from other companies in your industry to show how additional resources have helped similar teams achieve their goals.

  • Offering specific recommendations for the type and amount of resources needed, including details on how they would be used and the expected outcomes.

  • Building support from other departments within your company by demonstrating how additional resources would benefit the entire organization, not just the support team.

  • Making a compelling business case for additional resources by using a combination of quantitative and qualitative data.


Boost Team Morale

While support professionals may not prioritize public recognition, it is still important for them to feel that their work is valued and appreciated by the larger company. Sharing your team's successes can help to increase morale and motivation within the team. Here are some examples of how sharing your support team's successes can help increase morale and motivation:

  • Recognizing and celebrating individual and team achievements, such as reaching a certain milestone or exceeding a performance goal.

  • Sharing positive customer feedback and testimonials with the team to demonstrate the impact of their work on the company's success.

  • Providing training and development opportunities to help team members build new skills and advance in their careers.

  • Soliciting feedback from team members and implementing their ideas to improve the support process or work environment.

  • Offering incentives or rewards for exceptional performance, such as bonuses or additional time off.

  • Encouraging team members to collaborate and share knowledge and best practices with each other.

  • Recognizing and celebrating special occasions, such as birthdays, work anniversaries, and team accomplishments.

  • Creating a positive work environment that supports work-life balance, mental health, and overall well-being.

  • Providing opportunities for team members to give back to the community through volunteer work or other charitable initiatives.

  • Encouraging open and honest communication within the team and with other departments to promote a culture of transparency and collaboration.


Elevate the profession

By highlighting the achievements of your team and the importance of good support, you can help to raise the profile of the support profession within your company and beyond.

  • Sharing customer feedback and testimonials that highlight the value of the support provided by your team.

  • Providing metrics and data that demonstrate the impact of the support team's efforts, such as improved customer satisfaction or reduced support ticket volume.

  • Creating case studies that showcase how the support team has helped customers achieve their goals and overcome challenges.

  • Sharing the latest trends and insights in customer support to demonstrate the importance of the support profession and how it can help drive business success.

  • Inviting support team members to participate in company-wide events and meetings to share their knowledge and expertise with other departments.

  • Developing a strong brand for your support team by creating a distinct identity and voice that aligns with the values and mission of your company.

  • Encouraging your team to participate in industry events, webinars, and other public speaking opportunities to share their insights and knowledge with a broader audience.

  • Recognizing and celebrating the accomplishments of individual team members who have gone above and beyond in providing excellent support to customers.


Provide data for product decision-making

The issues that your team encounters while troubleshooting can provide valuable insights into areas of the product that may need improvement. Sharing this data with product leaders can help to inform their decision-making processes.

  • Inconsistencies in the product's performance across different devices or platforms

  • Technical issues that prevent users from accessing certain features or services

  • Requests for features or capabilities that are not currently available in the product

  • Issues related to product scalability or performance under heavy usage or traffic

  • Difficulty integrating the product with other tools or systems

  • Security vulnerabilities or risks that need to be addressed

  • Feedback from customers about the overall usefulness or value of the product

  • Common bugs or glitches that cause frustration for customers

  • User experience issues, such as confusing or counterintuitive design features

By sharing this data with product leaders, they can gain a better understanding of the issues that users are facing and work to address them in future product iterations. This can lead to a more user-friendly and effective product that better meets the needs of your customers.


Improve company-wide empathy

Sharing user concerns and how your team has addressed them can help to keep the user perspective fresh in the minds of other departments, improving empathy and understanding of the customer experience across the company. Examples may include:

  • Sharing customer feedback and testimonials that highlight the pain points and challenges customers face, as well as the ways your team has helped them overcome those challenges.

  • Inviting representatives from other departments to volunteer to join your team during support interactions, allowing them to observe the customer experience firsthand and gain a deeper understanding of the issues customers face.

  • Announcing training sessions for other departments to help them better understand the customer experience and how they can contribute to improving it.

  • Providing regular reports and updates on customer satisfaction metrics and feedback, so that other departments can stay informed on how customers are feeling about the product or service.

  • Encouraging open communication and feedback from other departments, so that they can share their own observations and insights on the customer experience.

  • Conducting and including regular surveys and user testing to gather feedback on how customers are interacting with the product, and sharing those insights across the company.

  • Celebrating customer success stories and sharing them across the company to demonstrate the value of a customer-centric approach.

QUICK TIPS

  • Start with a summary: Begin with a brief overview of your team's activities and goals for the week. This helps to grab the reader's attention and provide a quick overview.

  • Be specific: Provide specific details and context for your team's accomplishments, such as the number of tickets solved or the status of bugs. Link to relevant information, such as JIRA tickets, and include qualitative information, such as customer anecdotes, to make the data more relatable.

  • Use charts and graphs: Visualize the data you are presenting to make it easier to understand and compare to previous weeks or months.

  • Get creative: To keep the newsletter interesting and engaging, consider including quotes from users or an "Ask Support" section with frequently asked questions. Mixing up the format can help to keep readers engaged and informed.

  • Use good design: Invest in attractive designs or clear headings and subheadings to make the newsletter visually appealing and easy to read.

  • Include key stats: Some basic stats to consider including in the newsletter are incoming and outgoing ticket volume, top volume drivers, the status of related bugs, and trends in user sentiment.

  • Commit to a repeatable structure: Having a known structure for the newsletter makes it easier to complete and helps readers know what to expect. Keep the newsletter brief and consider linking to additional information for those who want to delve deeper.

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