Customers Define the Brand, and Employees Deliver the Experience

by Sep 11, 2019Consumer Experience, Digital Strategy, Digital Workplace, Intranet0 comments

We have all heard the phrase “the customer is always right .” The sentence stresses the importance of putting the customer at the center of experience strategies. The phrase is many times misconstrued to mean, if the customer says sell me this $100 item for $10 dollars, you must. It more accurately represents the emotions and sentiment of the customer.

With customers being the utmost importance to achieve external and commercial objectives; the Employee Experience is something that gets a back seat or ignored.

A happy associate radiates what the organization wants to achieve. Their actions and attitudes fuel the consumer experience. The employee impacts, directly and indirectly, both the image and the reputation of the organization.

In general, customers are more likely to share a bad experience than a good one. The cost of poor customer service is on the rise. Think about the last negative experience you had with a company. What, or better, who was involved?

A workforce member who is not happy and interacts directly with customers is undoubtedly a recipe for disaster! Unfortunately, we have all dealt with people who do not want to work in the company, which ends up being very painful for the client.

Interactions with the customer are the prominent examples of the employee’s impact on the customer experience. You will need to step back and also observe your marketing team, your production teams, your manufacturing, the list goes on. Any employee who does not embody the company values, mission, vision will impact your customer’s experience.

Employee & Customer Experience go hand in hand

Both experiences are of the utmost importance; the Employee Experience at the center of the consumer’s journey, becoming more critical.

Not only must employees be empowered and incentivized to offer the best possible customer experience, but they must have an intrinsic desire to do so. However, how to create an environment that fosters this type of excellence? Here I share some good practices

Foster flexibility: 

Employers should look for ways to give employees the options to have more control over what impacts their experience, for example, their work hours through flexible work times. Today the work-life balance is increasingly difficult to achieve, making it a much-appreciated benefit. Because each person’s obligations outside work are different, flexible schedules are an excellent way to improve employee satisfaction.

It promotes social connections: 

Socializing is a crucial component of happiness. Employers must find ways to foster social relationships, for example, an office arrangement that facilitates communication, consisting of workstations so that employees can see and talk in addition to encouraging birthday parties and select dates.

Promotes good health: 

Poor health is not only harmful to the employee but also the company. Stress is one of the most damaging factors for organizational productivity, which is why companies should encourage employees to reduce stress levels and improve their overall health. Educating about health issues, providing reading materials, talks or classes. People cannot make positive changes if they don’t know what to change. Your organization can offer discounts for gym memberships or incentives for going to work by bike. “Promotions” such as these will encourage employees to make positive decisions outside the office and exercise regularly.

Create an environment of growth: 

Nowadays people are choosing jobs not only for salary but also for the contributions and growth that this will deliver to their lives. Employers can create a growth environment through training, seminars and celebrating achievements. Employees should be encouraged to take risks and learn new skills. Employees get bored and lose motivation if they never get the opportunity to expand their skills and responsibilities.

Break the routines: 

Surprises always attract attention and cause reactions in people. Finding different ways to surprise employees is an excellent way to enchant and keep them engaged. Small gestures that show that your time and work is appreciated (for example one day bring something for everyone to eat and share, a competition in which the prize can be half a day off, an office party)

Foster the Tribes:

People will tend to cluster in like-minded groups. This type of clustering is true for all people, not just the employees of your organization. It is vital as managers and leaders that you become aware of the common types that arise in your organization. Once you spot them, you must foster them.

An example would be a development company focused on end to end development across a broad market and industry customer base. Your core development team has a growing focus on a specific development language and methodology for delivery. The focus should not be on the code language or method. Instead, your focus should be on the team that has become passionate about the tools. Provide the team with a center of performance or excellence. Surface your champions and give them ownership over the success of the center.

Finally, when companies do not care about the experience of employees, there is a disconnection in many areas. This dissociation eventually finds its way to customers in the form of poor service and inferior products.