Customer experience (CX) has been a huge focus for marketers and advertisers in recent times.
But according to InMoment, formerly MaritzCX, it is now time we start shifting the conversation towards EX: employee experience.
“What we’re seeing now from an employee experience point of view in this new distributed or remote workforce model is changes across all of the employee journeys,” said MaritzCX managing director for APAC David Blakers.
So many aspects of the employee experience that have previously been taken for granted – whether that be recruitment, on-boarding or training – have gone digital almost overnight.
At this early stage, Blakers said the focus is around ensuring teams can operate effectively online.
“The focus I would say is really been around making sure the teams are enabled to do a good job, and be productive and effective,” he said.
“That’s really where most of the energy is going at the moment, but it will soon start to shift around sharing best practices.”
He said that the businesses that are best handling the new work from home arrangements are those that are monitoring staff wellbeing.
“Some of our clients are actually using our capabilities just to monitor and maintain a realtime view across the distributed staff base,” he said.
“So rather than people calling or emailing, managers are using realtime employee experience feedback capability that they’ve got provided by us to actually get a sense of who’s impacted, or has family members impacted, by COVID-19 and seeing how they’re going with that.”
cx meets ex
InMoment works with brands to maximise the customer experience. But it’s an area that is becoming increasingly interrelated with employee experience, argues Blakers.
“The two [CX and EX] have always been interrelated,” he said. “But I would say the level of maturity around both is changing.”
“From a customer experience perspective, I think organisations have initially been really focused on having visibility across all channels they serve customers through and across their end-to-end customer journey.
“What I would say now is the majority of the companies in the market today have established the basic measurement program on what’s going on around the experience they’re delivering across the digital channels.
“But unfortunately a lot of organisations haven’t yet gone the extra mile and embedded this across the entire organisation, meaning they are not able to take those insights and affect change.”
And this flows through to the discussion on employee experience.
Businesses unable to effectively monitor their customer experience journey will struggle at an organisational level.
Comparitevly, organisations that put in effort with the customer experience are more likely to reap company-wide rewards.
“The organisations who are doing that well – actually transforming the culture of the entire organisation – they’re starting to move towards that Nirvana of true, enterprise-wide customer centric culture,” Blakers said.
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