In our third article Customer Service Vs Customer Experience, we discussed how Customer Service is one piece of the puzzle, or a specific point of interaction whereas Customer Experience focuses on the customer's entire journey with a brand. If you design and sustain a customer experience, it can lead to an increase in customer loyalty, satisfaction and a reduction in customer complaints, which in turn can lead to an overall increase in your company’s revenue.
The same methodology can be applied to an Employee Experience, your employee’s entire journey with your company or organization; from the first time they became aware of your organization, submission of their resume, the interview and onboarding, until their exit interview. It includes every interaction that happens along the employee life cycle, plus the experiences that involve an employee's role, workspace, manager and wellbeing. Have you given any thought to their journey and how you as an employer can make an impact on that journey?
Your most valuable assets are your employees, they are responsible for the implementation of your company’s customer experience strategy and ensuring that your customers are satisfied. They will carry out the processes and procedures from your product or service strategy to ensure the highest level of product/ service is produced each time. They will ensure your customer needs and expectations are met and that customer satisfaction is guaranteed; which in term will lead to increased customer loyalty. But in order accomplish these company goals, your employees must be equipped with the necessary knowledge and tools.
In addition to ensuring that your employees are equipped with the knowledge and tools to provide your customers with an exceptional experience, it is important to ensure they feel empowered to make the decisions what will satisfy and delight your customers.
“In a world where money is no longer the primary motivating factor for employees, focusing on the employee experience is the most promising competitive advantage that organizations can create.”
Jacob Morgan, author of The Employee Experience Advantage
The Opportunity! - Creating a Good Employee Experience.
According to Jacob Morgan, “Companies that invest in an employee experience are 4x profitable than those that do not.”
So why not use every opportunity to create an employee experience, which in turn will profit your internal and external customers, and your organization.
But How?
Let us use Administrative Professional Day as an example, most companies celebrate this in different ways, some take their staff out for lunch, some give them roses and notes, some give them a day off or they even give them a gift certificate. But why not take it a step further? You work and interact with your employees on a daily basis, what do they like, what will they truly appreciate? Just as you create an experience for your customers by understanding their needs, wants and expectations, why should it be any different for your employees?
During the most critical moment of Starbucks history in 2007, their CEO said “In the height of the cataclysmic problems, when we were really in trouble and looking to save money on many levels, I was under severe pressure from an institutional shareholder who owned a large block of stock at Starbucks, to cut the health care benefit of our employees. And of course, perhaps I would have had the license to do it. But the very essence and fabric of the culture of the company is linked to providing unique benefits for our people. Of course, we would have gained a lot by cutting that benefit, but we would have lost the trust of our people.
And so, we actually reinvested more money during the crisis in our people that we did in years past. To ensure the fact that they understood, we would not forsake them during the financial crisis. “
He understood the importance of investing in his people and wanted them to know they won’t be forsaken.
Does your staff feel the same?
“No company, small or large, can win over the long run without energized employees who believe in the mission and understand how to achieve it.”
Jack Welch, former CEO of GE
In order to provide a similar level of reassurance and an experience for your employees, you need to personalize your method of showing them your gratitude and appreciation, let them know you truly value them and their contribution to your company and its mission. Create an experience for your employees by showing them you listen, you view them as a human being with lives outside the organization and not just ‘a staff member’, and by creating moments where you reward and recognize their dedication to your company and to their department or division. This in turn will pay off in the way your employees treat with your customers, their problems and complaints and the type of experience they receive.
Creating an Employee Experience by showing appreciation and motivation shouldn’t be limited to just one day, but small acts or initiatives can be the difference between a moment and an experience.
In conclusion, as you create an experience for your customers by understanding their needs, wants and expectations, so should you understand the pains, needs and expectations of your employees. Show them that you don’t just view them as worker bees but as humans, communicate your appreciation for their service and contribution to the company’s mission and goals. When your employees feel included, appreciated and when they are provided with the appropriate knowledge and tools to complete their job, employees will be more loyal and dedicated to your company’s success and will go above and beyond to satisfy your customers and stakeholders.
Let us know your thoughts and comments.
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