Customer Reviews are a new currency which is solely dependent on customer experience an enterprise is creating. But customer experience depends on what? Well, first and foremost it is the job of CEO and then it is taken over by the people. People working for the organisation are the brand ambassadors.
Every employee over and above their JD, does the brand building for the enterprise she is working for. The Brand building includes brand destroying. People are the only living being working for the organisation. Rest all are created by the people as it can’t happen automatically.
Therefore, the route to better customer experience is better employee experience. Unless employees are taken very good care of customer experience efforts fail. Profit is a function of better employee experience.
Following quote by former CEO of Xerox states the same thing.
“Employees who believe that management is concerned about them as a whole person – not just an employee – are more productive, more satisfied, more fulfilled. Satisfied employees mean satisfied customers, which leads to profitability.” – Anne M. Mulcahy, former CEO of Xerox
There are plenty of such quotes by experienced entrepreneurs and CXOs. But mostly it remains in paper when it comes to ground reality. As per the Gallup report as many as 63% of employees are not engaged in their work meaning they are unhappy with their work.
Another such study by economists at the University of Warwick has found that;
“Happiness led to a 12% spike in productivity while unhappy workers proved 10% less productive.”
Long and short of the story and research is employee happiness is indirectly directly linked to better profitability. Beyond Philosophy, UK has found that there are none leakage points when it comes to creating a better experience.
Out of the nine two are the major leakage points and if these two are plugged remaining will be taken care by these two. Without the support and involvement of these two others can’t sustain. These two are;
People are the most important resource an enterprise can bank upon. However they are not given the due importance. When companies like Google are concerned with employee satisfaction and are leading the best place to work chart for years, one can understand the role of the people in leading companies of the world. This also is a hint where they are focussing to remain successful.
Unfortunately, company annual reports are missing on two of the most important data which they must focus on and care to improve on a sustainable basis. These two data are influencing the shape of the Profit & Loss Accounts and Balance Sheets.
We have all kinds of irrelevant data consuming pages in annual reports but no mention of these two critical data which majorly influence the sustainability of the company. Shouldn’t companies report something more than what is statutorily required?
The problem is most of the companies are not even measuring these Index.
There are many versions available online. Start with anyone and then improve and customise. Measurement will bring improvement perspectives.
If we believe Steve Jobs;
“The only way to do great work is to love what you do.”
Now to do great work if the employees have to love their job, then isn’t it a good business sense and strategy to create an atmosphere where employees are happy and love what they do?
When the authors of the book ‘The Customer Comes Second’ writes this, what they mean is employee comes first in order to create a better customer experience.
When companies like Google and Apple leads the employee experience and customer experience charts respectively, there is learning from them for every entrepreneur.
Employee Experience > Customer Experience > Customer reviews > More Customers > Brand Building > Brand Premium > Higher Profit
This common sense needs an enormous amount of research to make employer believe and act. Even today in this red ocean world, this is hardly practiced.
“To win in the marketplace you must first win in the workplace.” – Doug Conant, CEO of Campbell’s Soup.
“Highly engaged employees make the customer experience. Disengaged employees break it.” – Timothy R. Clark, executive coach and organizational consultant.
HR is not only an HR function and Customer Experience (CX) is not a marketing or IT function. HR & CX both are strategic functions. Business leaders need to realise this, earlier the better.