Traditionally, businesses thought about employee and customer engagement strategies as two separate areas, owned by different stakeholders. This siloed approach created barriers within the organization that have been difficult to tear down. By connecting the pieces and seeing the impact of one on the other, businesses are beginning to see that these two disparate approaches are really two sides of the same coin. In fact, engaged employees and engaged customers leads to business profitability. We call this the engagement equation.
Read on to learn more about this perspective and what can be done to fix the problem.
A happier workforce is clearly associated with companies’ ability to deliver better customer satisfaction — particularly in industries with the closest contact between workers and customers, including retail, tourism, restaurants, health care, and financial services.
How employees are treated will have ripple effects throughout the company. Which is why it’s vitally important for organizations to get this right from the start.
The increased role of all employees in CX initiatives also means empowering employees to implement ideas right away. Work with employees to prioritise systemic issues.
But this practice really comes into its own when customer and employee voices are brought together at scale. Understanding what successful attributes and behaviors drive the most success across business units, departments or contact centers, and teaching those to other employees is the practice that really moves the needle for operational improvement. That, in turn, increases lifetime value and profit.
Technology is doing some wonderful things for the customer experience. I can make doctor appointments and see my lab results using an app. If my flight is delayed and I miss my connection, the Delta Airlines app will automatically rebook me on the next flight. It’s those little things that make life easier. And if individuals can get that experience in their personal lives, it could drive the employee experience and they will expect it in their work lives.
It’s essential for companies that want to create the linkage between the Customer and Employee Experiences to create stronger value propositions. If they do, then organizations can create practical initiatives that motivate employees to become engaged with the value proposition and deliver it consistently.
Your employees, same as your customers, are on journeys with your organization. By understanding all of the respective customer and employee journeys, you can orchestrate and intertwine the two, ensuring that not only are customers being served the right experience at the right time, but that the employee is in the right channel at the right time, with the right message.
When you actively listen to employee feedback, it empowers employees to be able to make the type of changes in the organization that keep both productive and happy and that can lower attrition. The best part of this is that companies with satisfied employees often have an easier time creating satisfied customers.
The key to establishing a customer-centric culture in your organization is sharing timely and regular customer feedback with employees at all levels of the organization. That feedback should be relevant to their role and interaction with the customer, and provide enough information to drive action and learning—without being overwhelming.
It’s time for CIOs and leaders from customer support and lines of business to acknowledge that employee engagement and customer satisfaction are intrinsically connected. They need to embrace an integrated communications and collaboration platform that delivers a unified workflow and allows customers to connect with companies through the channels of their choice, while giving employees a seamless communications experience in how they respond to customers and collaborate with coworkers.
Communications technology plays a critical role in engaging both employees and customers and leading to higher customer satisfaction and business profitability. Learn more about how engaged employees and engaged customers lead to business profitability.