Why do businesses need a director of experience?


Customer experience (CX) and employee experience (EX) are seen as the main drivers of enterprise growth.

Each of these independent factors helps businesses create valuable relationships with customers and employees.

But when managed together, they really create a unique and sustainable competitive advantage for businesses.

According to Denise Lee Yohn, a consultant with 25 years of experience working with leading brands such as Sony and Frito-Lay, author of the book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest (7 branding principles that make a difference for the best companies), businesses should consider integrating CX and EX, and form the Chief Experience Officer, who plays a role in summarizing the organization’s efforts to create the best experience. for customers and staff alike.

Customer experience is becoming a new marketing tool

This factor influences customer awareness about the brand and impacts business results as strongly as traditional marketing tools such as advertising through the media, newspapers or promotions on price.

A customer with a good experience will be five times more likely to recommend a business and purchase it from other customers.

A customer with a good experience will be five times more likely to recommend a business and purchase it from other customers.

According to Forrester survey data, 76% of executives said improving customer experience is a key priority and many companies have established senior director positions for weak governance. This element.

However, the CX is only half of the “experience function”. According to Ms. Yohn, EX is equally important but often forgotten by businesses.

Staff experience is the result of all interactions an employee has with an organization, from joining the application process to quitting a job, also greatly influencing performance. of the business.

Creating a positive experience for employees is not only a function of the HR department, but also requires the support of facilities, internal communications, information technology systems (IT). and corporate social responsibility.

Gallup’s research shows that employees in the top group of customer satisfaction and organization are valued by customers more than 10%, creating 20% ​​higher business profits and working more effectively. 21% compared to employees in the lowest group on this criterion.

In addition, a group of employees who have good experience and engagement with the organization have a lower rate of absenteeism, fewer leave without a good cause and fewer accidents.

Ms. Yohn also said that the balance between CX and EX is very important. Companies that value EX more than CX will often have a staff that doesn’t know how to serve their customers well.

Mrs. Denise Lee Yohn. Image: Wonder Agency.

In other words, the employees of those organizations will be able to be happy and happy with their work and the working environment, but will not produce good results for the company.

Conversely, companies that value CX more than EX may face rising labor costs due to employees’ frequent layoffs and a lack of creative thinking.

Not to mention that the image of the company will be worse if a disgruntled employee posts pictures of the bad working conditions at his office on social media.

According to Ms. Yohn, many companies also forgot that a good CX will lead to a good EX. Temkin Group research shows that leaders who do well with customer experience can be rated “good” or “very good” five times more than leaders who have not done well in this regard.

Diane Gherson, IBM’s HR Manager, said in the company the customer experience score affects two-thirds of the employee engagement score.

The need for an experienced director position oversees both the CX and EX

Ms. Yohn said that if the two positions are split to take on these two roles, it will be difficult for businesses to create the customer experience as expected.

In fact, employees can only give customers new or good experiences if they themselves have similar experiences through interactions within the organization.

Employees can only bring new or good experiences to customers if they themselves have similar experiences through interactions within the organization.

For example, if the business wants to provide a smooth, high-tech, intuitive experience, but let employees work under a bureaucratic, slow, and heavy process “Paperwork” is difficult for employees to create the aforementioned experience for customers.

On the other hand, splitting the CX and EX functions will lead to internal competition for interest and resources for each of these segments. Meanwhile, if integrated, businesses can create advantages in total force.

Through customer experience building tools, businesses can create a positive experience for employees and vice versa.

Ms. Yohn gave an example of the work of an experienced director with the role of connecting both CX and EX functions. It’s Donna Morris, Executive Vice President, in charge of Adobe’s customer and employee experience.

Morris focuses on three factors that help businesses build relationships with customers and employees: attractiveness, engagement, and growth.

To create cohesion, the director set up “listening stations”, through which employees can access online or to an outside Adobe location to listen to direct sharing from customers. and find out their successes and challenges.

This not only makes employees more engaged with Adobe because it helps them understand their customers better, thereby developing tools and solutions to better meet customer needs and ultimately improve engagement. of cutomer.

Morris also implements a compensation program that creates employee engagement with customers. It is a short-term cash incentive program based on the company’s business results and an assessment of the success of its customers.

The program helps employees feel more about their contribution in creating a positive experience for customers while creating a high consensus and synergy among employees as everyone heads towards the General objective.

Nhat Nguyen / HBR
* Source: Businessman +

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