Why Your Staff Are The Key To Great CX

Why Your Staff Are The Key To Great CX
SHARE
THIS



In this guest post, group account director at GPJ Australia, Tyronne O’Callaghan (pictured below), says happy staff mean happy customers on your CX journey…

Many years ago, I was lucky enough to be part of a global campaign roll-out for a well-known Fortune 500 brand. A brand campaign that was amazing as at the time it totally disrupted the market. The other important thing was that the company spent a large amount of time enabling their staff around it.

0

The global brand team and their agency clearly understood that employees are a critical part of your brand. While they are often neglected, this savvy brand decided to embark on a global roadshow to educate and enable their staff about the role they had to play as part of the campaign. Staff needed to understand, live and breathe the promise of the brand campaign so it could be executed most effectively.

So there I was sitting in a room with hundreds of staff listening to the local leadership and global brand teams on stage when they decide to open the floor to questions. What happened next will be permanently etched into my memory forever.

Someone asked the executive on stage, why did they take their tea and biscuits away?

The next 20-minutes were spent talking about this. The executive on stage was busy justifying why they needed to take the tea and biscuits away! It was incredible. Clearly there was a large portion of staff frustrated by something so innocuous. I remember thinking at the time; “how would the staff live and breathe the brand in a positive way if they were so pissed off with it?”

We have all had bad customer experiences based on interactions with staff. The reasons for it could be many. The person might be socially challenged, had a bad night with the kids or annoyed that their employer took their tea and biscuits away. Regardless, the end game is always the same. I’m not going back to that hotel. I’m never going to buy that brand again. I am switching to another provider.

In a world where businesses are becoming more customer centric, we must not forget how critical your employee experience is to your customer experience. One of my clients uses the phrase EX=CX. I love it. It’s a perfect way to describe the relationship.

So how can you elevate your employee experience to improve your customer experience? How can an inside out approach help with your CX strategy?

  1. Listen – Treat your staff as customers. Don’t just talk at them. Listen to their needs and pain-points. Develop programs or moments that will make them feel like you understand and value them. Share this insight with your experience agencies. See what ideas they can come up with.
  2. Surprise – Catch them off guard. You don’t want them to have to ask. You don’t want to be seen to be reacting to a ground swell of frustration. You want to surprise them. It could be an experience, but it also could be a simple gesture. For example, recently the CEO of one my clients gave all staff a surprise ½-day off because the company had a great quarter. The staff were stoked.
  3. Experience – You might not be able to reach everyone, but you can provide multiple pathways for staff to be aware of things. Encourage people to use chatter tools. Play back the experience to others in remote locations. Internal amplification is often overlooked.
  4. Share – You want all staff to be brand advocates and feel like they work at the best place possible. They should feel empowered and confident that they have the best solutions for their customers. Allow and encourage them to share their experiences externally.

Finally, whatever you do, don’t take the tea and biscuits away.

Latest News

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal
  • Media

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal

Seven enjoyed a stellar night last night and it was all thanks to its Brownlow Medal coverage that saw Hawthorn’s Tom Mitchell crowned the AFL’s best and fairest for the 2018 season. Coverage of the actual medal event pulled an impressive 895,000 for the network, while the earlier red carpet arrivals also did well with 633,000 viewers tuning-in […]

by B&T Magazine

B&T Magazine
Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED Wins QICGRE
  • Media

SPEED Wins QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]