Satisfied employees mean great work. Great work means happy customers. Happy customers mean a successful business. It’s a simplified view, but it makes sense, especially because more and more consumers want to purchase from companies that treat their employees right. In a recent Edelman report, 81% of respondents rated, “I must be able to trust the brand to do what is right” as an essential factor in their buying decision. A recent study found that “79% of employees within CX leaders are highly or moderately engaged, compared with only 49% of employees within companies with CX that is equal to or below their peers”. When you look at both these perspectives together, you see that customers care about the treatment of employees and engaged employees treat customers better.
How do you tackle improving two different parts of your business that operationally gather their feedback through different paths? In both instances, you start with building a journey. Whether that’s a customer journey with defined touchpoints or an employee journey with touchpoints, in both instances, the goal is the same. Gather as it happens feedback that gives you context because it’s gathered around a specific point in the customer or employees path.
Once you have your paths defined, make sure that you take a look to see if there are any points of overlap you can use later on in your analysis. For example, looking for trends in how engaged employees feel at the start shift to the customer experience feedback. Those correlations are great opportunities to listen to your employee feedback, make improvements and watch for positive changes in your customer experience.
When it comes to gaining context from both your employees and customers at the same time, we understand that you may need to pick and choose where you put not just your operational focus but your financial investment. That’s why you can use our Collectors and Insights on both sides of the operation. Having all your feedback and data in one system gives you the advantage of a full contextual picture.
Do you currently look at both your Customer Experience and Employee Engagement? Are they separate or combined? What challenges have you faced in improving both?
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