{"id":51361,"date":"2019-02-04T19:10:00","date_gmt":"2022-10-18T19:10:58","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=51361"},"modified":"2022-10-28T19:51:01","modified_gmt":"2022-10-29T02:51:01","slug":"reinventing-your-approach-to-cx-begins-with-employee-experience","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/reinventing-your-approach-to-cx-begins-with-employee-experience\/","title":{"rendered":"Reinventing Your Approach To CX Begins With Employee Experience"},"content":{"rendered":"\n

Many businesses talk about the importance of customer experience (CX), but few realise that the real secret to keeping customers happy is to start with ensuring that your employees have a good experience.<\/p>\n\n\n\n

Improving CX actually starts with good EX. A strategic approach to EX is key \u2013 one that breaks down barriers between an organisation, its employees and its customers.<\/p>\n\n\n\n

We like to think that we have a strong focus on EX \u2013 have we mentioned Salesforce is #1 Best Workplace in Australia<\/a> this year? We value EX so highly because our people shape the experience of our customers, because our top focus is customer success \u2014 covering EX is one part of having CX covered too.
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Why great EX drives better CX<\/h2>\n\n\n\n

The formula is simple \u2013 fantastic customer experience is dependent upon quality customer service<\/a>. To provide high levels of customer service you need employees who feel engaged with your business and who are motivated to give their best every day.<\/p>\n\n\n\n

Employees that can make an active contribution to the organisation\u2019s overall vision and purpose will often be more invested in providing exceptional service for your customers.<\/p>\n\n\n\n

On an individual level, this means making sure your employees can feel the impact of the work they are doing on a daily basis. Ideally, each one would be clear about how their specific role contributes towards a direct outcome for the end customer<\/a>.<\/p>\n\n\n\n

This type of employee engagement should mean that every individual is connected to the purpose of the business and understands how their job feeds in to the customer service chain. This might mean creating solutions that really solve customers\u2019 challenges or delivering those solutions more efficiently.<\/p>\n\n\n\n

Whatever it is, it\u2019s vital to close the feedback loop and show employees exactly how their actions have improved the customers\u2019 experience with the company or have allowed them to overcome a challenge in their own businesses or lives.<\/p>\n\n\n\n

Treat your employees like customers<\/h2>\n\n\n\n

While CX mapping is common practice<\/a>, many organisations don\u2019t apply the same principles to nurturing ongoing relationships with their employees. With careful consideration, businesses can develop a strategic employee journey from attraction to advocacy.<\/p>\n\n\n\n

Typical stages of an employee journey may include:<\/p>\n\n\n\n

  1. Attracting the best talent <\/b>\u2013 building a strong employer brand through social media, awards and reviews.<\/li>
  2. Working to recruit the right talent <\/b>through an efficient and effective candidate experience.<\/li>
  3. Setting employees up for success<\/b> \u2013 when we make a hire, our onboarding processes help new employees adopt our culture and ways of working so they feel like a local fast.<\/li>
  4. Creating a purpose <\/b>\u2013 by creating a strong sense of purpose we engage our employees and set them up for success on an ongoing basis so they have a great experience with us.<\/li>
  5. Creating advocates <\/b>\u2013 building loyalty and trust. The reality is, one day your employees may move on, and they should act as advocates for your business wherever they go. According to our State of the Connected Customer report<\/a>, 61% of customers say a commitment to their success or satisfaction strengthens their loyalty. So, live by the same mantra when it comes to your employees.<\/li><\/ol>\n\n\n\n

    A strong recruitment strategy should feed in to your employee journey. This often involves recruiting from a diverse range of backgrounds and experiences. Focusing on one technical skill can mean missing out on employees who would be a good cultural fit for your organisation.<\/p>\n\n\n\n

    Tie vision and purpose to your people\u2019s strengths<\/h2>\n\n\n\n

    The company vision and purpose should be a common thread running through any recruitment strategy or employee journey you design. To get the best from individuals, however, it\u2019s important to highlight how these overarching concepts apply to their specific role \u2013 figure out what your employees\u2019 strengths and interests are, and show them how these can contribute to the company\u2019s purpose and customer satisfaction.<\/p>\n\n\n\n

    It is proven that people respond well to a personal approach, and this is just as true for your employees as it is for your customers. In fact, according to the State of the Connected Customer report<\/a>, 85% of customers say being treated like a person, not a number, is very important to winning their business.<\/p>\n\n\n\n

    Everybody contributes to culture<\/h2>\n\n\n\n

    Maintaining a strong, values-driven culture is not simply the responsibility of HR.<\/p>\n\n\n\n

    While focusing on growth and profit is important, your organisation must also be authentic about its purpose and values. The most successful businesses create an environment where employees enjoy their work, feel a passion and purpose, and know that their well-being is considered and that their company invests in its teams, whether through technology or training.<\/p>\n\n\n

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    \u201cWhile CX mapping is common practice, many organisations don\u2019t apply the same principles to nurturing ongoing relationships with their employees.\u201d<\/p><\/blockquote>\n\n