Employee Experience (EX) vs. Customer EXPERIENCE (CX)
The customer has always been and will forever remain as one of the integral parts of an organization. However, employees also play an important role in the company’s success. Latest trends show that the definition of working for millennials surpassed the borders of just making money and became more oriented on the pleasant workplace as well as positive communication with the organization.
Employee experience is more critical now than ever. There is a huge competition happening between organizations not only for market share but also for talent procurement and retention. Websites such as Glassdoor and LinkedIn revealed that depending on employee branding is not adequate anymore. Reviews provided on those web-pages regarding employers play a crucial role for the potential workers whether to continue with the recruiting process or not.
Instead, companies need to build workplace experiences that help employees feel valued, build team friendship and cohesion, and show workers how their struggles contribute to company success. Create delight throughout the workday. Firms need to give employees moments of happiness tend to be memorable, and color people’s attitudes and opinions long afterward. They don’t likewise have to be related to work! Make things easy. Take steps to eliminate obstacles, time-wasters, and frustration that get in the direction of work performance.
IT leaders need to augment their employee experience (EX) to improve the overall customer experience (CX). Discovering ways of improving employee experience became one of the top priorities of human resource management. One of the means of accomplishing so is technology. Technology can make the working process much more comfortable and enjoyable for the employee. Such innovations reduce the dissatisfaction of the personnel and their exhaustion. Let’s take a queue management system, for example. It helps your employees with the workload as well as serving the customer quicker.
Here are a few ways to enhance your Employee Experience
Positive Employee Experience
Start with the people who can best tell you what they need to have a good employee experience: your employees. Many companies especially in larger, global companies, a positive employee experience can differ from department to department, and can change based on region or culture. You have to engage with and listen to the feedback you are getting from your global organization. Some societies and regions are going to react differently, and you have to confirm that you are listening and working to address their anxieties if you want to bring them along on the journey.
Offering the Best Tech Tools
The introduction of so many powerful tools, automated self-service, chatbots, and similar technologies can do miracles to help your employee experience, but only if you incorporate them within your organization. You require to get your best people leveraging these technologies and corresponding software to help build this great experience. For many organizations, all the routine, tedious, ordinary stuff within IT services and support is now being handled through these technologies, and that produce a better experience. With the effectiveness and cost savings, these companies are able to reinvest in better people to assist with more complex issues, and that benefited immensely.
Offering Voice of Process Data to Help Employees
To build a truly comprehensive customer experience powerhouse and present employees the information they require to do their jobs better, voice of employee data, as well as employee experience, necessitates to be tied together with the customer experience and voice of customer data, as well as what we call “voice of process” data meaning the trace of digital data that customers give on their buying journey. Voice of customer data collects direct customer feedback — everything your clients tell you, directly or indirectly, about your brand. Voice of process data, enables you to analyze customer opinion and experience based on actual customer behaviour, not just self-reported feedback. You can employ this data to validate or question customer and employee feedback. Furthermore, you can use customer and employee feedback to present context and meaning to the voice of process data, providing you a complete, end-to-end view of customer experience. Once you have that complete view, though, the real work of shaping and orchestrating the customer journey starts.
Involving the Employees with Access to Customer Information
Putting appropriate data in the hands of front-line employees empowers them to create meaningful experiences for consumers. It’s also essential in terms of contributing to the bottom line. Agents who feel autonomous and who can solve problems efficiently can provide better experiences and drive more income for the brand. When customer and employee experiences adjust in this way, it makes the interaction satisfying for both individuals, improving both customer and employee engagement. The feeling of connection and purpose is one of the most reliable drivers of motivation for job seekers today. The sense of committing to a larger goal and the ability to participate lends itself to more satisfied employees and a better overall experience. It’s win-win throughout.
Giving Employees Customer Data to enhance Customer Experience
By providing employees with the data they require to strengthen one-on-one interactions with clients, you create a data-driven culture that empowers front-line employees to produce the best experience possible during customer interactions. If you have engaged any level of journey orchestration, you have stitched together data across channels — automating an email after a shopping cart is dropped, for instance, or mapping social media naming to your customer database. Many brands, however, see communications with customer support, for illustration, more as a way to accumulate customer data, not as a touchpoint in which contextual data can be used to improve the experience. This is a seriously missed possibility because customers expect personalization, even or particularly during the human touchpoints in their courses. Forrester found that 75% of financial service clients calling into a help center expected the company to know the purpose of the call before even picking up the phone! When a retail operator or call center employee has access to relevant customer data — the record of a recent chatbot session or voice sentiment interpretation of the initial call — when interacting with a customer, they can utilize that information to make the interaction count. Indeed, if your solution is advanced enough, it can even recommend the next best responses to the employee based on data collected from multiple customer communications.
Customer Experience (CX) is the new marketing battlefront
As I have stated earlier, if all of the above points are incorporated and followed, the customer experience will improve. And, as Gartner states that “Customer Experience (CX) is the new marketing battlefront.” And from the statistics combining employee experience with customer experience, almost 90 percent of firms expect to compete on customer experience fundamentally. But instead of focusing on enhancing overall customer experience, the main aggressive differentiator will come from focusing on and changing each part of the buyer journey and customer experience. And of course, employee experience represents a role there, and businesses with highly engaged employees obtain the benefits of that.
If customer experience is enhanced, your sales will improve, profit margin will improve…the overall performance will improve!