Great Customer Experience means Engaging your People First

By 6th August 2017 News & Insights

Look after your people and they will look after your customers.

Not long ago, employee experience (EX) was where customer experience (CX) used to be years before that: acknowledged as interesting and thought provoking, but dismissed quickly at the mention of linking it to business profit. Now, the link between the experience your customers receive and employee engagement is as clear as day; Temkin Group’s recent study showed that “companies that excel at customer experience have one-and-a-half times as many engaged employees as customer experience laggards do”. Gallup comments “companies with highly engaged workforces outperform their peers by 147% in earnings per share”

There is no disputing the benefit that employee engagement has on productivity and bottom line; CX and EX go hand in hand.

Chris Garthwaite, CEO and Founder of CGA, has a unique vision on how brands and organisations will win in the future. CX has come a long way in the last 15 years since Chris founded CGA. In the beginning it was about delivering functional service consistency through operational service excellence and exploring new channels to market. As the confidence and influence of consumers has grown through the choices they have available the branded experience has become a key point of differentiation. Capturing the heart of customers has become a main board agenda item.

The compound effect of increased convenience, digital connectivity, social interaction, real time feedback and economic disparity is causing customers to radically rethink personal priorities and relationships. In a more anonymous and time pressured world a more emotional relationship is emerging with customers who are choosing to engage with organisations and brands that are sincere, authentic, responsive, caring and personal in the way they engage. Customers increasingly want to engage at an individual level, valuing personal authentic interactions.

Quoting Sir Richard Branson “Customers do not come first. Employees come first. If you take care of your employees, they will take care of your customers”

So, do we actually ask our people – “why do you work here? What are you passionate about?” In short, do we understand what motivates them intrinsically to engage in the work at hand? Are we able to design an employee experience that’s tailored to their drivers and desires?

Chris comments “it is critical to look at the employee experience from the outside in, with CX principles in mind; not from an HR angle but from a human angle. It is all about creating a sincere culture of wanting to support and serve but doing so will demand a deep understanding of your employees’ needs and a continuous effort to do so. Driving an exceptional customer experience and knowing where to focus effort and attention, however, is increasingly complex. Experiences demand a blend of skills – rational process and seamless delivery excellence, logistically pleasing to the head; emotional experiences that capture the heart; and individual engagement to feed the soul!”

Chris is an experienced keynote speaker and his Head, Heart & Soul concept has inspired many audiences to rethink their priorities for Customer Experience Transformation– it is simple: look after your people and they will look after your customers.

For company leaders trying to get their arms around EX in 2017 / 2018:

  1. Make ‘employee experience’ a top priority
  2. Designate senior team leadership to own it
  3. Listen to their voice
  4. Measure it
  5. Agree action points for change and then
  6. Build into your CX roadmap for transformation

Come and talk to us about our Voice of Employee and Voice of Customer measurement programmes. Click here to book a call

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