While enhancing the customer experience (CX) is a primary focus within many businesses, it can be difficult to pinpoint the process that will glean the most impactful results.
In fact, the majority of companies seek to improve individual touch points both inside and outside of the contact center in an effort to create a more beneficial CX. McKinsey Digital Labs found:
- 90 percent of companies want to improve customer service agent interactions.
- 85 percent focus want to focus on enhancements to the call center.
- 85 percent look to improve overall customer support.
However, as these improvements are made throughout the company, it's important that company leaders and HR managers consider the impact these changes have on the employee experience (EX).
The importance of EX
EX can determine the company's ability to attract top talent as well as maximize employee retention. Good EX creates an advantageous and productive working environment, where company culture is centered around the experience of customers as well as employees. An unsatisfactory experience, on the other hand, can increase staff member churn and hamper a company's ability to provide top-notch CX.
Changing CX can impact EX
One of the most important elements to keep in mind is balance. Changes made in an effort to improve CX must be considered within the context of the impact on EX. For instance, an adjustment made to enhance the CX should only be considered successful if it doesn't hurt the EX.
Organizational View found close correlation between the levels of satisfaction seen among employees and consumers. According to the study, about 70 percent of the drivers of company satisfaction come from experienced-based elements, including 69 percent for customers and 73 percent for employees. In this way, balancing improvements to EX and CX can benefit both groups.
Often, organizations are in such a hurry to make CX enhancements that they don't consider the effects these changes have on their own employees. CX improvements can impact employees to the point that their own frustrations render them unable to work at a level that benefits the customer. Unhappy employees aren't able to provide the level of support and service required by customers.
"Employees dissatisfied with their work experience won't provide the level of service required by customers."
A data-driven solution: Human resources analytics
To strike this balance, companies need to analyze the experience they're offering staff members. Human resources analytics is becoming more common, helping HR personnel and company managers get a better sense of their organization's EX.
TechTarget noted that HR analytics is markedly different than traditional HR metrics. While metric benchmarks have been used within the department for years, HR analytics brings new levels of insight, helping to eliminate organizational silos and enabling HR to play a more active role in the company. HR analytics can shine a light on employee engagement and skill levels, and help hiring managers and business leaders make more informed staffing decisions.
HR analytics models can provide the ability to improve recruitment efforts, reduce churn and improve leadership performance. Forbes contributor Bernard Marr pointed out that HR analytics can also be leveraged to learn more about company culture. Both the CX and EX should be weighed heavily here, as insights about the company's internal culture is an important way to ensure balance between experiences. Applying analytics to company culture metrics can offer a deeper understanding, and help prevent the recruitment of individuals who may clash with existing culture.
If culture is overlooked or underappreciated, it will prove impossible for decision-makers to truly understand the employee experience, nor how operational changes will impact EX. By effectively leveraging HR analytics, company leaders, their HR managers and their analytics teams will have access to insights into their organizational culture that enable an informed focus on achieving the optimized balance between EX and CX.
Bridging the gap between EX and CX
Human resources analytics is a growing field, and the results of these initiatives can greatly contributing to customer and employee satisfaction. However, the data and resulting models won't mean anything if they're not implemented correctly.
To find out more about how human resources analytics can benefit your company's CX and EX, or to learn how we can help, contact the experts at Clarity Insights today.