Internal Research for External Success

We began our research by conducting semi-structured virtual interviews with 17 employees representing a range of departments and tenures. Participants were given the option to remain anonymous, with most choosing to do so.

Key discussion areas included:

• Definitions and perceptions of customer experience.
• Departmental roles and responsibilities in shaping customer experience.
• Barriers and challenges to service delivery.
• Cultural strengths and opportunities for improvement.

Responses were analyzed through a qualitative thematic analysis across all interview transcripts.

Findings revealed a passionate, customer-focused workforce with opportunities to improve internal alignment and communication.

• Shared Values: Employees consistently expressed commitment to their work, customers and the organization. They take pride in helping customers and delivering high-quality service.
• Clarity Challenges: Many had difficulty distinguishing between customer service and customer experience, suggesting the need for clearer organizational definitions and training.
• Consistency and Communication: Employees highlighted a need for more consistent training, better cross-departmental communication and increased collaboration to avoid silos.
• Information Barriers: Staff cited challenges in accessing or sharing information, both internally and externally, impacting service delivery.
• Trust and Reliability: Building and maintaining trust — both within teams and with customers — was viewed as essential to delivering a positive experience.
• Organizational Awareness: Several participants emphasized the importance of communicating the organization’s nonprofit mission and community impact more broadly to staff and customers.

These insights equipped leadership with a deeper understanding of employee perspectives and a clear roadmap for improving internal communication, training, and cultural alignment to enhance the customer experience.