The Customer Experience (CX) has universally been driven by one edict: the customer is always right. However, forward-thinking companies are gathering data about what delights their customers. It turns out that employee happiness is an integral factor. Measuring the Employee Experience (EX) goes beyond talent attraction and retention benefits.
EX starts with accurately measuring your employees’ true feelings about their roles, job enablement, team dynamics, work culture, wellbeing, and workplace. Once this data is collected and evaluated, your company can develop an EX baseline to focus and drive meaningful change.
The difference between Employee Experience and Employee Engagement
They are related but different. They are both employee centric strategies based on employee activity within the company. Employee Engagement provides a snapshot in time of employees’ moods and feelings about the company. EX is measured over time to evaluate trends of the data received. It is continuously measured.
The impact of EX on CX
Employee turnover has an obvious negative impact on a company. There’s more to consider given the research that links EX and CX. To avoid unwanted churn, companies tend to cultivate satisfied employees when they clarify work expectations, promote positive co-worker relationships and provide the tools people need to do their work.
According to a Gallup report, disengaged employees cost organizations an estimated $450 to $550 billion per year in the U.S. An employee centric culture would typically include the following:
- Satisfying and enjoyable work environment;
- Meaningful employee development that includes training;
- Recognition for excellent customer service; and
- Regular communication that supports their progress and company affinity.
To prevent survey fatigue, pulse surveys make it easy for employees to give emotionally accurate feedback. Longwinded surveys can be hastily completed to save time, or may have employees evaluating whether the same question is repeated in different ways. Is there a catch? Their primary focus shifts to ensuring consistency instead of how they really feel about a specific topic. Either way, these challenges cause inaccuracies which results in the feedback being academic instead of representative.
Employee Trust ahead of Fear
The most important need for EX Pulse Surveys is to conduct them in a way where employees trust the process. Their answers should not be visible to their co-workers or be unfairly judged by their leadership. This is a process that HR should operate, evaluate, and report-on for the right corrective actions.
Systems for EX Data Collection
A suitable system should not be designed with back-end integration as the primary vision. It’s first and foremost about the employees. System consolidation may be a nice goal, but your employees don’t care. They want simplicity, ease of use, and a single place to go. An EX platform sitting in front of existing systems may be far easier.
Another consideration suggests that Pulse Surveys are a form of Company Communication. As such, a dedicated communication channel can make EX data gathering feel integrated with the company operations. Employees use the same platform to access other communications such as business and peer community updates. In this scenario, it becomes a Communication initiative instead of a complex EX project.
Richard Branson, a highly successful entrepreneur, best summarizes how EX and CX coexist:
“I have always believed that the way you treat your employees is the way they will treat your customers, and that people flourish when they are praised.”
“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”
“Happiness is the secret ingredient for successful businesses. If you have a happy company it will be invincible.”
Pulse surveys are a valuable mechanism to uncover the work mood and Employee Experiences. With a continuous assessment and trend analysis, you can identify where improvement is needed and make any corrective actions visible. This builds trust with your employees and confirms that your company cares.
If you want to add a serious competitive edge to your business, concentrate on offering a great employee experience first. When you see EX and CX as two sides of the same coin, the business wins are there for the taking.