By: Sonia Dandy-Bee
Improving customer experience is a hot ticket: many companies today are overhauling their strategies and investing in new technologies and solutions, measuring many more touchpoints than ever before.
The four pillars defining the management of an integrated customer experience strategy include customer experience and employee experience together with product experience and brand experience.
End to end experience
Organisations still fail to consider the true impact of employee experience on their customer experience, focusing on individual touchpoints rather than the end-to-end experience for consumers and staff alike.
Journey mapping is your new watch-word
Journey mapping looks set to become more of a priority for both customer and employee-focused teams as organisations realise the need to truly understand how to align the two. Adobe, for example, has an executive vice president role that spans both customer and employee experience.
Results say it all
Research from The Employee Experience Advantage carried out by Jacob Morgan last year found that companies who created an experiential organisation excelling in culture, technology and physical space enjoyed (when compared with non-experiential organisations):
EX - A little less conversation a little more action
Rather than focusing narrowly on engagement and culture, organisations must aim to improve the employee experience as a whole. The Deloitte 2017 Global Human Capital Trends report reveals that nearly 80% of executives polled rated employee experience as very important or important, but only 22% reported that their companies were excellent at building a differentiated employee experience.
And some 59% of survey respondents reported that they were not ready or only somewhat ready to address the employee experience challenge.
The fusion of CX and EX
Expect to see CX and EX practices and strategies continue to converge as executives see the longer-term benefits of orchestrating the broader organisation.
Now more than ever, internal communications teams will need to collaborate and connect to customer insight. To establish or reinforce the value of employee communications and experience internally.
When everyone from the top down to the bottom up can see the impact of collaboration, adoption of suggestions and KPIs being achieved, justifying (and growing) internal spend will be so much easier.
Our tip: Proactively get involved with CX initiatives and begin gathering the data and insights that will get your priorities on your CEO’s agenda ahead of the game. Your NET promoter and Employee Engagement survey scores might be a good place to start!