When we think about an organization becoming customer-centric, we generally think about different ways to satisfy our customers through a better understanding of their pain points and needs. However, most organizations undercook the design and forget about the employee experience that supports their customers. We certainly design different systems and processes to offer the best to our customers, and we also work on improving things for our employees. But do we actually design the employee experience? If an organization has to become truly customer-centric, it needs to focus as much on the design of employee engagement as on building customer experience.
Voice of Customer and Voice of Employee
We understand the role Voice of Customer plays in Customer Experience Management. But another fact that not many of us know is when Voice-of-the-Customer is combined with Voice-of-the-Employee, it builds a truly engaging organization. If organizations recognize the value of engagement on all fronts, this can improve overall business performance. It is time to take a strategic approach by determining drivers for not just customers but also employees.
The combination of cx and employee engagement
Currently, we have customer experience on one side of the fence and employee engagement on the other side: the two topics that are seen as key to the business. Combining the engagement of the employee to improve customer-centricity is necessary for various reasons. Let us look at some of the pointers identified by experts and researchers around this topic.
- Research proves that there is a direct link between employee satisfaction and customer satisfaction, and also between customer satisfaction and financial status of the business. A happy and satisfied employee will do anything to satisfy the customers of his organization. And a happy customer naturally contributes to the financial advancement of the business. Hence, employee satisfaction is important in business growth.
- The key characteristic for determining employee satisfaction is organizational communication, which is the measure of upward and downward communication. Are your employees informed properly? Are the vision, strategy and values of your organization clear to them?
- When employees compete with each other to spearhead an optimal customer experience, this can be beneficial to both the customers and the organization. After all, this means that every employee wants to offer the best experience.
- Organization culture is another crucial aspect of employee engagement as employees are not just expected to work together but also take ownership of customers and function as their voice on various matters.
- Customer Service departments are not only about the employees. Human Resources for example can also contribute to the ultimate customer experience
Something you can't measure can’t be improved
Let customer experience work as a goal for your employees that should be measured on a continuous basis. Otherwise they can never work towards improving those goals. So, make sure you have the right tools to measure customer experience. Something you can't measure can't be improved. By making customer experience an important part of the company and by including a metric, an employee can automatically follow and improve their efforts. Place your customer in the centre of your universe by understanding what they are looking for, how they want it, when they want it and so on. You, as an organization, conduct this search to your customer together with your employees. Let employees take matters into their own hands and let them contribute to decisions to improve customer experience.
Do not just measure customer experience. It is wise to also measure the experience of the employee so that the employee is also served in work-related needs and, just like the customer, is satisfied to be involved with the company. A satisfied employee is enthusiastic and feels involved. Satisfied and engaged employees are often more productive and truly want to help the organization grow, for example to improve customer-centricity.