Danielle Moga, Barker Associates
If you don’t know where you are going any road will get you there.
– Lewis Carroll
Customer experience (CX) has been a hot topic for the last several years. Companies have invested in teams to analyze data, customer service issues, survey results, and they’ve utilized sophisticated tools such as the Net Promoter Score (NPS) to understand how likely the customer is to share their experience and promote the company.
Companies have increased their budgets and resources to understand the habits, needs and desires of customers to create the perfect journey and ultimate experience for those they serve but, despite all their efforts, some companies are still falling short, which means lost revenue, customer churn, and retention issues with their employees.
CX is the sum of all interactions. According to a 2018 survey by Gartner, nearly 90% of businesses compete on customer experience alone. Whether your company is transactional or subscription-based the competition is fierce and if you want to attract, retain and grow your customer base you have to lead with the end in mind and design the ultimate experience.
Employee Experience EX
The exclusive focus on the customer alone has not resulted in the business outcomes companies desire. Perhaps the focus should be on something a little closer to home…the Employee Experience (EX). After all, without employees you can’t serve customers, so maybe the old adage “customer first” should take a back seat for organizations that truly desire to be transformative in the market place.
Social media and platforms like Glassdoor and Indeed have created complete transparency so that organizations can no longer hide from the real-time employee workplace reviews. In this competitive market, where skilled talent can be scarce, companies cannot ignore the need to make the Employee Experience a priority.
Like CX, EX is the sum of every day to day interaction the employee has from the first contact to last. It’s every touchpoint they have with recruiters, HR, their boss and peers, the software they use, the processes they must follow; each touchpoint is specific and distinctive.
The Employee Experience is a full spectrum of all their experiences and a well-designed EX should empower employees with the tools and know-how to serve customers successfully, provide employees control over their professional growth and development, and create an atmosphere for positive and healthy collaboration in a well-designed workplace. When EX strategy is developed and correctly implemented the end result will be happy employees with a commitment to the company and their job.
According to a 2016 report by Deloitte University Press, organizational culture and employee engagement was a top priority in 2017 and is still a top focus. The report noted that nearly 80% of executives rated employee experience very important or important, yet only 22% felt that their companies were excellent at building a differentiated employee experience. Of those same responders, more than half were either not ready or only somewhat ready to address the challenge.
In lieu of a true strategy that focuses on understanding and implementing modern actionable solutions to promote a positive EX, employers are using perks like casual Friday, free ice cream and an occasional “bring your pet to work day” to solve the problem. Companies use these perks in an attempt to build a great culture without any actual thought to what creates a great culture.
Jacob Morgan, the author of The Employee Experience Advantage, analyzed over 252 global organizations to understand the attributes that promote EX and drive employee engagement. The top 3 companies that excel in this area are no surprise: Facebook, Google, and Apple. We’ve all heard about some of the amazing perks these companies offer, but according to Morgan, leadership in these organizations has focused on the bigger picture to yield positive results. They focused in areas that really matter to employees: culture, technology, and physical space.
Culture is a nebulous word and people define culture in a variety of ways. Morgan describes culture as a side effect of working for an organization. Are your employees frustrated and burnt out? Do they have a voice and an opportunity to present ideas or provide feedback without fear of backlash? Is there role clarity and a clearly defined path for growth? If you’ve heard negative chatter, you likely have a culture problem impacting the EX, which will ultimately impact the engagement level of your employees and your customers.
Employees should have access to technology that supports their function. Technology should be a help not a hindrance to employees. They should be able to work successfully and with ease with the help of technology, but sadly, many companies have convoluted systems that don’t sync, resulting in errors, rework and duplication, all of which are time-consuming, costly and put not only the employee experience at risk but your company as well. Leaders who fail to stay current with new technology and upgrade the employee experience through exposure to more advanced technology risk losing those employees to companies who do make such investments.
Lastly, a great employee experience is dependent upon the physical space in which employees work. Is your office well lit, clean, free of clutter? Do you participate in initiatives that support a healthy workplace? Are employees situated in an environment that supports their tasks? For instance, if call centers are placed next to employees who must utilize quiet focus to get their job done, then you likely are going to have some unhappy and frustrated employees.
Companies that invest in the development of a focused EX have seen improved results with attracting and retaining skilled employees who are passionate about the company and the brand, and play an active role in the ongoing success of the organization. Employees want and expect to develop their skills as the company grows and adapts to market demands. Maintaining stale, obsolete skills is the ultimate morale killer.
Although developing a focused strategy has not been a priority to organizations, of the 252 global organizations analyzed by Jacob Morgan, only 15 companies, or 6%, have created a winning employee experience; companies that don’t focus their strategy are at risk for both employee and customer churn.
Focusing on long term solutions means taking the time to engage employees to understand their needs, wants and expectations and work to align tactics with developing a winning experience. In the end, you get happy, productive employees who bring tremendous value and drive positive business outcomes.
Are your business outcomes meeting your expectations?
Where is your focus, the CX or the EX?
Have you invested in your Employee Experience or paid it lip service?
Barker Associates will help you review and understand opportunities to enhance your Employee Experience – the work environment, use of technology and company culture. Together we can design and implement employee experience solutions that yield happy employees and positive results. Contact us today at (904) 394-2913 or by email at here.