The world of customer experience (CX) and employee experience (EX) is a complex one. One of the main challenges that organizations face when trying to create a seamless customer experience is the fact that it’s not just about creating happy customers – it’s also about creating happy employees.
The “experience economy” is a term coined by Joseph Pine and James Gilmore in their book, ‘The Experience Economy, Work is Theatre & Every Business a Stage’. They argue that the experience economy is a new economic paradigm where companies compete for consumers’ attention, not just their money.
To compete in this new landscape, businesses must focus on creating experiences for their customers and employees.
The concept of ‘experience‘ has been around for a long time, but it’s only recently that we’ve seen organizations begin to realize just how important it is.
Identify Critical Interactions and Journeys With Your Customers
Combining customer journey mapping with customer experience (CX) strategy can help your business identify the pain points in your customers’ transitions through various stages of their relationship with your brand.
Once you have a basic roadmap of the customer experience, it’s time to identify where most of your customers are experiencing friction.
Think about how they interact with your business:
- What channels do they use?
- When do they need support?
- How long does it take for them to get a response from your company?
The answers will help you determine where improvement is needed.
The same concept applies from an EX perspective. An EX journey map would include everything from how potential new hires learn about career opportunities with your firm to how they’re onboarded and set up for success as new employees, what kind of coaching they get as they progress within the company, and how they pass on their work to successors.
A Digital-First, Data-Driven Approach Is What Connects CX and EX
Companies need to help their employees get up to speed on the latest developments and changes in their field. A great customer experience happens when everyone on a team is knowledgeable about customers’ preferences, behaviours, and needs.
When your team knows what the customers need, they can better serve them.
The best way to do this is by providing your team with clear and accurate customer data that’s easily accessible from a single source.
A customer-centric company puts customers at the centre of everything they do. That means making the customer experience a priority in all areas of the business, from sales and marketing to product development and customer service.
It also means collecting data from all touchpoints to get a clear picture of who your customers are and what they want—and using this information to inform decisions about products, services, pricing, promotion, and more.
Unify Communications – Humanize the Experience
85% of the time, a great employee experience will result in a great customer experience.
To foster this, companies need to provide human-centered support.
Customer service positions in the new age of remote work or a hybrid workplace can be isolating, leading to burnout and high turnover rates.
Companies must foster a sense of community and encourage employees to engage with one another through internal platforms.
- Equip your employee with the right tool
Start with a unified communications platform that brings all your chat, voice, email, and social channels together. This will make it easier for employees to find past conversations and work together on tutorials for new employees.
Priority routing with relationship mapping technology can also be used to help achieve faster first-time resolutions.
- Encourage your employees to work together
Ensure your next-generation CX platform delivers a single view of the customer where employees can smoothly switch between external and internal conversations without having to toggle between different applications.
Look for capabilities like omnichannel integration, IVR, AI bots, smart routing, and live chat. Unify your teams so they can work faster and smarter.
Employee Experience and Digital Customer Experience: A New Way Forward
We’re used to thinking of customer experience as the sum of all interactions with an organization. But as we’ve discussed, there are many different touchpoints that make up an organization’s digital customer experience.
And for your employees to deliver on their mission, they need a great employee experience. The two are inseparable—and when they work together well, there is no limit to what you can accomplish.
A good EX program can help you increase CX, profitability, productivity, and employee retention.
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