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tiffani bova speaking

5 steps towards better Employee Experience

Tiffani Bova on how Employee Experience is losing out to Customer Experience

tiffani bova speaking

“Happy employee = Happy customer!”

Companies know engaged employees are good for business, that’s why most boast, “Employees are our greatest asset!”  

Customer expectations have never been higher, and 9 out of 10 customers feel the experience a company provides is as important as its product or service.

Employee Experience and Customer Experience

Yet Salesforce research shows that while most companies put time and resources behind improving Customer Experience, few put the same emphasis on Employee Experience (EX).  

·       7 out of 10 (74%) C-suite members say that no-one really owns the Employee Experience.

·       7 out of 10 (73%) don’t know how to use employee data to drive change.

As Salesforce Global Growth Evangelist Tiffani Bova, whose new book ‘The Experience Mindset’ was the basis of this week’s masterclass for Growth Faculty, says:

“Customers will remember the experience they have with a brand much longer than the price they paid.” 

But disengaged employees won’t go the extra mile to give customers that gold-star experience.

Here’s a summary of some of the key points of Tiffani’s masterclass, finishing with the 5 steps towards improving Employee Experience and aligning it with Customer Experience for satisfaction and growth.

Employees are the #1 priority

Tiffani believes the experience imperative has hit its moment of truth. Employees are “the keepers of your Customer Experience promise,” so they need to be given as much care and attention.

“Employees have taken over customers as the #1 priority stakeholder for businesses to ensure long-term success.”

A poor Customer Experience can knock your business out of contention in a highly competitive environment, so it pays not to ignore Employee Experience.

Are your feedback forms gathering dust?

It’s not that companies aren’t surveying their employees for feedback, they’re just not, either:

·       Asking the right or specific questions (Better questions are “How easy was it when you did…….on a scale of 1-10” or “What’s one thing that can make your job easier?”)

·       Acting on the feedback

In fact, a Salesforce survey found only 49% of C-suite executives felt that their company “excels in acting on employee feedback,” with an even-lower result (31%) for employees who agree.

The survey discovered Australia and New Zealand employees are less likely to feel the Employee Experience is a top priority.

Australian and New Zealand employees left behind 

Against other countries, ANZ organisations scored poorly on how they were doing on Employee Experience attributes that drove satisfaction and revenue:

·       Only 31% believed employees’ voices were empowered and protected.

·       23% saw empowering career paths and promoting recognition.

·       21% believed their organisation ensured employees felt valued and were core to the company vision.

·       23% felt prioritising Employee Experience was at the highest level of the C-suite.

·       19% believed employees were empowered with seamless technology.

Technology should be seamless for a top EX

Thanks to stressors such as hundreds of apps that aren’t integrated into one seamless system or too many planned changes being thrust upon employees, the workforce has hit a wall.

While 52% of C-suite believe the technology their company provides works efficiently, only 32% of employees agree. It’s fewer again (20%) for customer-facing employees.

“Employees at companies that provide great tech are 5.6% more likely to report their company has experienced extreme revenue growth in the past 12 months,” Tiffani said research showed. 

Employees/C-Suite see their world differently

When surveyed, employees ranked top challenges to company growth as:

1.     Employees leave too often/can’t keep top talent

2.     Outdated technology

3.     Too many redundant processes

4.     Departments are too siloed and do not collaborate enough

5.     Data and technology systems are not integrated

6.     Poor leadership and lack of vision

7.     Lack of growth or development opportunities for employees

8.     Don’t have the right talent

9.     Bad products or services or innovation.

Meanwhile, C-suite members ranked top challenges to growth as:

1.     Lack of growth or development opportunities for employees

2.     Too many redundant processes

3.     Data and technology systems are not integrated

4.     Departments are too siloed and do not collaborate enough

5.     Employees leave too often/can’t keep top talent

6.     Bad products or services or innovation.

7.     Outdated technology

8.     Don’t have the right talent

9.     Poor leadership and lack of vision

The Ripple Effect

There’s a ripple effect when you pay attention to getting Employee Experience right or getting Customer Experience right. But some data show positive Employee Experience factors can drive up revenue by 50% or more, and profits by nearly as much.

The masterclass learned that:

·       C-suite who have EX as their top priority saw 1.3x growth (39%) in their client satisfaction KPIs over those who do not (29%).

·       C-suite who have CX as their top priority saw 1.4x growth (57%) in their employee satisfaction KPIs over those who do not (40%).

·       There is 1.8x faster revenue growth at companies with both high CX and EX versus low CX and EX.

5 steps towards EX-CX alignment & growth

So, what are the steps a company can take to ensure that both CX and EX get to the top of the priority list?

1.     Align

Align on a singular definition of Employee Experience (EX) across your organisation.

2.     Understand

Deepen your understanding of which key EX elements impact your customer’s journey. When mapping your customer journey do the same beneath it, focusing on your employees.

3.     Reassess technology

Implement tech solutions that actively reduce effort for both employees and customers.

4.     Collaborate

Breakdown silos where marketing manages Customer Experience (CX) and HR leads EX; focus on building an integrated model where marketing, HR and sales build and executie a consolidated strategy.

5.     Action on feedback

Creating clear multi-stakeholder ownership of EX-CX and establish a continuous and actionable feedback loop between leadership and employees.

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