The Critical Connection Between Employee Engagement and Customer Experience. Aimee Lucas, CCXP CX Transformist & Vice President

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1 The Critical Connection Between Employee Engagement and Customer Experience Aimee Lucas, CCXP CX Transformist & Vice President

2 What is customer experience (CX)? The perception that customers have of their interactions with an organization Degree to which customers can accomplish their goals Customer Experience The difficulty or ease in accomplishing their goals Emotion How the interaction makes customers feel

3 Good experiences drive loyalty Consumers who are likely to (versus industry average) 2017 Temkin Experience Ratings, U.K. (versus industry average) Bottom Quartile Top Quartile Purchase More Forgive a Mistake Trust Company Base: 157 companies; U.K. consumers

4 Good experiences create brand advocates Customers very likely to recommend company based on their experience Very Good 86% Good 54% Okay 27% Mediocre Poor Very Poor 6% 4% 12% Source: Temkin Group report The ROI of Customer Experience

5 CX Law #4 Unengaged employees don t create engaged customers.

6 Employee engagement virtuous cycle Lower Employee Turnover Engaged Employees Great Customer Experience Loyal Customers Strong Financial Results Prouder Employees Investment In Employees

7 Engaged Employees Understand the mission of the company and how it relates to their role Have the training and tools they need to be successful Are asked for their feedback and feel it is acted upon

8 The power of engaged employees Employees who are likely to do these things: Disengaged Employees Highly Engaged Employees Do something that is good for your company even if it is not expected of you Make a recommendation about an improvement that can be made in your company Recommend that a friend or relative apply for a job within your company 16% 78% 11% 60% 4% 65% Base: 2,447 U.K. full-time employees Source: UK Employee Engagement Benchmark Study, 2017

9 CX Leaders have more engaged employees CX same or worse than competitors CX significantly better than competitors 28% 67% CX leaders have 2.3X more engaged employees Base: 2,447 U.K. full-time employees Source: UK Employee Engagement Benchmark Study, 2017

10 CX Leaders have HR more involved To what degree are HR professionals involved in your organization s customer experience initiatives? Significantly involved Involved in a considerable way 11% 30% 36% 43% 73% of CX Leaders have HR involved in a considerable or significant way Involved in moderate way 18% 38% Involved in a small way Not involved 3% 5% 4% 11% CX Leaders Other Firms Base: 300 HR professionals who work in North American organizations with 1,000 or more employees Source: Temkin Group Q HR Professionals Survey

11 Engaging Employees in CX is a journey Belief Focus CX-HR Organization Feedback Messages Incentives Lower EE/CX Maturity Employee support sought for specific initiatives Ad hoc tactics with employees Occasional EE-related interactions between the HR and CX teams Annual EE survey reported at company and dept. levels CX messages included in standard internal mass communications Employee incentives tied to short-term financial objectives Higher EE/CX Maturity Success relies on an engaged workforce Consistent and persistent communication and action CX and HR teams partner together on employee engagement Multiple ways of gathering employee feedback and input Ongoing, branded CX campaign delivers right info, at right time, to right people Individuals and teams are recognized for keeping brand promises with customers

12 Thank you. Aimee Lucas, CCXP CX Transformist & Vice President You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality. - Walt Disney