Thursday 09 September 2021
Employee experience at the service of business
Business is the key in a company. Yes, but who says "business" says "customers" and who says "company" says "employees". It is therefore not insignificant to see a strong relationship between the customer and employee experience.
Some employees work all day in the service of customers (sales representatives, telephone advisors, consultants, salespeople, etc.), so the relationship seems obvious and strong. Today, we understand that this relationship is much greater than it seems and that the strength of a brand lies in its ability to deploy a coherent discourse on a large scale.
Explanations.
Extend your customer centric strategy
We have learned a lot from our customers over the last ten years and companies have become customer centric. Getting out of an organization that is solely centered around the needs of the company, breaking down silos by realizing the benefits of decompartmentalizing information and services, are some of the major lessons that companies that have made this change have put in place.
It is time to go further on these subjects. Integrating customer needs into the company's strategy is a first step, doing the same with employees will be the step of tomorrow.
At the dawn of companies with a mission, which are changing their status to become more virtuous and respectful of strong values, all audiences must be engaged in this process (otherwise it is just "talk, talk, talk").
The credibility of the discourse and its appropriation both externally and internally depend on it. 2 advantages to this:
- By speaking with one voice and promoting the same values, the weight of the corporate discourse is reinforced
- By applying the values internally, with the employees, they will be more likely to talk about it and reproduce the same behavior with their customers
In short, it's putting your money where your mouth is.
To have a strong voice, with weight, a total involvement of the management on this subject is essential. This is how all levels of the company will be in tune.
Combining forces, multiplying effects
Some will surely say that their advancement on a customer centric positioning positioning is already difficult, and that this involvement of employees seems almost like a new era.
Finally, it is above all an opportunity to develop the same strategy, on two different audiences and therefore to have more weight, both internally within your company, by associating the Customer Experience (CX) and Human Resources (HR) departments, and externally by associating the voice of the company and that of the employees.
It is entirely possible, and even recommended, to use the same strategy and the same tool for listening to the voice of the customer and the voice of the employee .
If you have already made progress on your customer knowledge, you can use these lessons to apply them to employee listening, if you are still in the early stages you can rely on the vision, knowledge, energy and support of another team (HR or CX) to help you move this subject forward and have more weight with management.
How to proceed in the field?
When you determine key moments to measure in your voice of the customer system, listening to the voice of the employee works in the same way but on key HR moments. This first step is already intended to verify certain theories. You may think you are not as good at coaching when in fact it is the clarity of the offer that the client finds wanting, or you may think you are not as good at integrating new employees and discover that they are the least satisfied with training.
Once the listening devices are launched in parallel, they will also allow for the comparison of certain results on common topics. This will allow:
- identify links between customer and employee perceptions
- act internally to change the customer experience
- change customer processes to make certain internal processes more fluid (e.g., localize certain services to provide more proximity)
- to train certain employee profiles to significantly increase the perception of training AND the quality of a service provided (e.g., reception in a branch)
The fact of having a device for listening to the voice of the employee and the customer on the spot allows a strong reactivity and to be alerted on a sudden degradation of the satisfaction, whether it is internal or external.
Finally, asking management and employees to invest more in this process will also require you to share the information and lessons learned from this experience. This will allow everyone to understand their interest in maintaining this approach and you will be able to continue to measure its impact over time.
To conclude, today all companies are aware of the importance of the quality of the customer experience (CX). Regardless of their maturity on this subject, it is now possible to use the same tools for employees. Indeed, the measurement of the employee experience has become essential, and with the rise of telecommuting, it is no longer possible to ignore the fact that a constant and real-time measurement must be quickly put in place.
If you were unable to attend our webinar on this topic with CX Lab with Logista Hometech's testimonial, you can watch the replay by filling out this form :
