Many companies believe that their employees are their most important customers. In fact, treating employees the same way firms treat their customers is critical to providing a positive customer experience (CX).
Employee creativity, productivity, and attitude are critical to the success of every business unit. Treating employees as if they were the most important customer can help firms improve the employee experience (EX), create a customer-centric firm, and increase revenue.
To begin with, customer-centric businesses are more profitable and grow more quickly. In everything they do, these companies keep the needs and expectations of their clients in mind. Every form of engagement with a customer is an opportunity to build a long-term relationship, establish loyalty, and create brand ambassadors.
However, businesses cannot genuinely become customer-centric unless they treat their employees as consumers and deliver great experiences for them. Good customer experiences are the result of the sense of value that employees feel. They then transfer this attachment to the brand to the customer, along with company knowledge. Even employees that do not interact with clients have an impact on them. Their contributions have an impact on the company’s operations, procedures, and culture, which eventually affect the consumer.
According to a 2020 survey by Zendesk, employees that are unhappy or ignorant can damage the customer experience. After just one unpleasant experience, over half of customers would switch to a competitor. After more than one bad experience, the percentage rises to 80%. As a result, disgruntled employees can tarnish the brand image, make the lead conversion more difficult, and lower customer lifetime value.
3 methods to construct an Employee Experience that supports the CX
It takes more than basic incentives to create a great employee experience. To truly improve the customer experience, employees must feel valued, trusted, and respected.
Businesses should treat their staff as if they were their most important customer. Businesses, like customers, must listen to employees, meet their expectations, and empower them to achieve their objectives. Businesses can achieve a stronger, more customer-centric employee experience by following these three steps, which will benefit both the company and its customers:
Motivate employees with a sense of purpose
A clear purpose is essential for increased productivity, long-term success, and happier employees. According to a study conducted by Deloitte in 2019, purpose-driven businesses are 30% more innovative than their competition and have a 40% higher retention rate. The first step toward becoming purpose-driven is to examine and align on why the organization exists, what challenges it addresses, and what it aspires to be.
It is the responsibility of the CMO to integrate purpose into the employee experience. Businesses must assist each employee in understanding how they contribute to the common goal of the company. CMOs should also analyze and understand how their role affects the work they provide for the customers.
Communicate and give assistance
Employees can only accomplish their work well if they have the right tools, training, and support. It’s more difficult to assess an individual employee’s needs and knowledge gaps in a remote or hybrid work environment. Employees can exchange resources, ask questions, collaborate, and establish a community using communication technologies like messaging, screen sharing, and co-browsing.
Top-down communication is also crucial. Employee trust can be built, information silos can be reduced, and company pride can be fostered through consistent touchpoints such as company-wide meetings or newsletters.
Take note of the feedback
Employee input is just as important to the EX as customer feedback is to the CX. When companies ask for feedback and then act on it, it indicates that they appreciate their employees and value their opinion and happiness.
Businesses can survey employees and examine company reviews on job websites to discover pain points in the employee lifecycle. Feedback will also assist firms in staying ahead of EX trends and establishing themselves as leading employers.
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