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SPONSOR CONTENT FROM SALESFORCE


HERE’S WHAT HAPPENS WHEN YOU FOCUS ON EMPLOYEES TO BETTER SERVE YOUR CUSTOMERS

--------------------------------------------------------------------------------

SPONSOR CONTENT FROM SALESFORCE


--------------------------------------------------------------------------------

August 02, 2021
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Here’s What Happens When You Focus on Employees to Better Serve Your Customers

By Brian Solis

You’ve heard it a million times—happy employees make for happy customers. And
the majority of business leaders agree: 55% of executives in a recent Harvard
Business Review Analytic Services survey said they believe it is impossible to
provide great customer experience (CX) without providing great employee
experience (EX).

But believing a good EX is critical and taking action to improve it are often at
odds: only 22% of those surveyed are making EX a top-five priority for
investment. To deliver sought-after customer experiences, your organization must
prioritize EX as a foundational element of your digital CX transformation.

To get an idea of why EX and CX alignment is so critical, look at customer
service employee retention rates. The average customer-service representative
between ages 20 and 34 stays on the job for just over one year, according to the
United States Bureau of Labor Statistics. The average call center turnover rate
is as high as 45%—at least twice the average turnover in other departments.

And these employees aren’t passive actors: if they can’t make customers happy,
and bear the brunt of customer dissatisfaction, they feel it. Over time, the
effects can be demoralizing.

One top barrier to improving CX, the HBRAS study showed, is an information
technology (IT) department not understanding the needs of customers. Another is
customer-facing employees who say they are not enabled to act on behalf of
customers.



Technology, process, and training can prevent employees from delivering the
level of service customers expect. Employees need to be empowered, have their
day-to-day optimized, and feel supported to operate at the speed of the
customer.

The 10-Step Experience Innovation Equation

Improving customer experience and driving growth are directly tied to optimizing
the employee experience.

Companies that prioritize EX to deliver a premium customer experience achieve
1.8 times faster revenue growth than those that don’t, according to “The
Experience Equation: How Happy Employees and Customers Accelerate Growth,”
published by Forbes Insights research in partnership with Salesforce.
Conversely, focusing solely on CX does not correlate with improving EX or
revenue growth, the report showed.

In other words, EX + CX = experience innovation. It’s that simple.



Your organization can follow 10 steps to optimize EX for customer success and
business growth:

 1.  Envision: Align your CX vision with an articulated vision for EX and how
     they will support customer goals. Engage employees to understand their
     needs, aspirations, and ideas for the CX vision.
 2.  Communicate: Communicate the value of the EX + CX equation to all
     stakeholders. Define how the customer vision aligns to deliver value for
     employees and how every employee plays a role in delivering that value to
     customers.
 3.  Train: Develop a dedicated training program to upskill existing and onboard
     new employees to deliver against the CX vision.
 4.  Empower: Give employees the tools, processes, systems, and support they
     need to use customer insights to efficiently serve—and delight—customers in
     real time.
 5.  Centralize and Optimize: Lead cultural shifts that make information
     centralized, accessible, and intuitive, so that information can lead to
     better outcomes.
 6.  Support: Organize, develop, and connect cross-functional disciplines and
     skill sets to optimize employee and customer-related experiences in each
     touchpoint—so service, sales, marketing, human resources, finance, and all
     other key stakeholder groups collaborate on consistent delivery of optimal
     EX and CX.
 7.  Activate and Measure: Invest in integrated technologies to continuously
     train and empower employees, capture critical data, and measure a unified
     experience.
 8.  Automate: Automate systems and processes to handle repetitive, mundane, and
     manual tasks and free employees to think more creatively as they engage
     customers.
 9.  Motivate: Create offers that encourage employees to continue learning and
     promote exceptional customer engagement.
 10. Care: Support employee morale and prevent burnout. Integrate AI-powered
     workforce and HR management systems to more effectively engage employees,
     assess employee wellness, and help them reskill as their roles evolve.



Engaged employees understand and are aligned with the CX mission. They are
trained and equipped with the tools and data they need in order to do their best
work. They’re empowered to identify and solve any issues that might hamper CX
(or can follow a clearly defined path to get issues resolved quickly and
efficiently).

To become truly customer-centric and unify your organization around customer
insights, experiences, and outcomes, start with your people.

--------------------------------------------------------------------------------

Learn how to reimagine the employee experience to help employees stay connected,
productive, and engaged, from anywhere.

Brian Solis is Global Innovation Evangelist at Salesforce. He’s also a
world-renowned digital anthropologist, keynote speaker, and eight-time
best-selling author.

Read More from Salesforce:

 * Why Going Digital Isn’t Enough to Meet the New Customer Experience (CX)
   Imperative
 * A Blueprint for Becoming a Customer-Centered Company
 * 8 Steps for Building a Culture of Data-Driven Empathy
 * A 5-Step Roadmap for Becoming a More Customer-Centric Company


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