For several decades, businesses have spared little expense perfecting the customer experience, otherwise known as CX. As consumers, we most often see this in action online. When we read a news site or check a Facebook page, for example, we are served ads for things that we had previously searched for. And when we purchase something online, we’re shown suggestions for other things that we might want or need, often as a result of our previous buying habits.
Customer Experience Defined
It’s clear that brands put enormous effort into studying the way we use their websites (what we look at and don’t look at) and the way we walk through their physical stores (how we interact with the surroundings). But it’s easy to forget that behind the scenes, these companies are also using sophisticated tools to track our purchasing history and glean as much information about us as they can. All of this data is used to reduce friction in the buying process and increase loyalty to the brand. And, generally speaking, we are happy to relinquish some privacy if it means better or faster service and a more personalized experience.
The best way to define customer experience is as the impression you leave with your customer, resulting in how they think of your brand, across every stage of the customer journey. Multiple touchpoints factor into the customer experience, and these touchpoints occur on a cross-functional basis.HubSpot
Since it takes less time and money to maintain a relationship with a customer than it does to cultivate a new one, the investment that many companies make in this area is completely justifiable. But as investment returns have plateaued in recent years, companies have explored new ways of improving CX; and one area that has received a lot of attention is Employee Experience.
Employee Experience as a Business Driver
Employee Experience, or EX, is a relatively new area of research that is quickly gaining momentum in the business world as the next big tactic to help drive success.
When we think about the various touchpoints that customers have along their purchasing journey, the most important interactions are sometimes with a company’s employees. The argument is that a happy, positive, well-treated employee will pass that impression along to customers with every interaction. In turn, those customers will be happier, more loyal, and purchase more. The converse is also true: unhappy, frustrated, or dissatisfied employees don’t serve customers as well as they could, resulting in lower performance. Simple, right?
Employee Experience includes everything that people encounter, observe or feel over the course of their employee journey at an organization.Culture Amp
Start at the Beginning
The employee experience starts during the hiring process. And it continues throughout that employee’s career at the company, all the way to the end of employment. Because of that, EX is often seen as an HR matter. In reality, every department in an organization has a role and responsibility to improve EX for all employees.
Organizations are starting to understand this. Many larger companies have realized that positive EX is a critical tool, especially in a tight job market, where employee churn can be extremely costly to an organization while also resulting in the loss of valuable institutional knowledge and relationships.
At the moment, there’s no secret sauce or cookie cutter pattern that will give a company the best Employee Experience possible. For many organizations, simply finding out where they stand with employees is an important first step.
Employee Experience for Enterprises
During our research on this topic, we discovered that benefits (including salaries and bonuses) only tell part of the story and that EX can be greatly improved by delivering high quality mobile experiences to employees. Over the next few weeks on The Enterprise Mobility Blog, NetMotion experts will look at why Employee Experience is so important to organizations and what many of them are doing wrong, particularly when it comes to mobile workforces.