We all know that delivering exceptional customer experience leads to increased revenue. But have you ever wondered who deserves credit for these successes? Marketers might say it’s their advertising campaigns and branding efforts, while product teams could point to specific features that boost customer satisfaction. And, of course, sales teams will claim they’re bringing in the big bucks. But what about your HR department? They’re often overlooked, despite employees’ crucial role in creating great customer experiences. It might seem like a no-brainer – a single interaction with an employee can make or break a customer’s experience. However, it’s not always easy for Business Leaders to see how employee experience impacts customer experience and revenue growth. Here we explore why employee experience is important for driving exceptional customer experience and how HR departments can make a big difference.
Salesforce’s research on the relationship between employee experience and customer experience included surveying over 6,000 employees across various industries and job roles. The survey found that employees who have a positive experience at work are more likely to provide excellent customer service and create positive customer experiences.
According to the study, employees who feel supported, recognised, and valued are more engaged and motivated to perform well. They are more likely to recommend their company as a great workplace, helping attract and retain top talent. In contrast, employees who feel disengaged and unsupported are more likely to leave their job, leading to higher turnover rates and increased recruitment costs.
The study also found that a strong employee experience can lead to better collaboration and communication – when employees who feel valued, supported, and invested are more likely to be engaged and motivated. An engaged employee is more likely to be productive, innovative, and collaborative and will go above and beyond to deliver exceptional customer service. On the other hand, when employees feel disengaged, unsupported, or undervalued, they are more likely to be ineffective, disengaged, and unhappy leading to poor customer service, satisfaction and loyalty.
How does the employee experience impact our customer experience?
- Better Engagement: Engaged employees are likelier to go the extra mile to ensure customers have a positive experience. Your employees will be more invested in their work and the success of their organisation, which translates into better customer service.
- Improved Communication: Employees who feel valued and respected are more likely to communicate effectively with customers, leading to clearer, more concise communication that enhances the customer experience.
- Stronger Relationships: Positive employee experiences can lead to stronger relationships between employees and customers. Happy and engaged employees are more likely to build positive, long-lasting customer relationships, leading to increased loyalty and repeat business.
- Better Problem-Solving: When employees feel supported and invested, they are more likely to be creative and innovative in their problem-solving approach- leading to better solutions to customer issues and a more positive overall customer experience.
- Increased Customer Satisfaction: A positive employee experience leads to increased customer satisfaction. Happy employees are more likely to provide excellent customer service, which can lead to higher customer satisfaction and loyalty.
- Brand Advocacy: When employees have a positive experience at work, they are more likely to become advocates for their company and its products or services. They are more likely to share positive experiences on social media, promoting your business and its offerings and helping to increase brand awareness and loyalty among potential customers through an authentic voice.
- Better Employee Retention: A strong employee experience can also lead to better employee retention rates, reducing the need to recruit and train new staff constantly. Your business can maintain a knowledgeable and experienced workforce, leading to better customer service and satisfaction in the long term.
- Innovation: A positive employee experience can also drive innovation within a company. When employees feel valued and supported, they are more likely to share their ideas and offer creative solutions to problems – leading to new products or services that better meet customer needs and preferences.
OITC quick tips:
- Try implementing regular feedback and recognition programs.
- Offer training and development opportunities.
- Promote work-life balance.
- Create a supportive and inclusive workplace culture.
- Consider offering extra company vacation days or extended time off to employees as a way to encourage personal growth and rejuvenation.
- Provide resources and support for employees to prioritise their mental health and wellness.
- Create opportunities for employees to connect and build relationships with one another.
- Create an atmosphere where employees feel comfortable sharing ideas and trying new things.