{"id":3173,"date":"2022-07-13T01:51:16","date_gmt":"2022-07-13T05:51:16","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/07\/13\/employees-are-the-new-customers\/"},"modified":"2022-07-13T01:51:16","modified_gmt":"2022-07-13T05:51:16","slug":"employees-are-the-new-customers","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/employees-are-the-new-customers\/3173\/","title":{"rendered":"Employees Are The New Customers"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><em>Four Reasons Why Improving Your Employee Experience Is Imperative to Brand Health &amp; The Success of Your CX Strategy<\/em><\/h1>\n<p class=\"wp-block-paragraph\"><em>By Rick Reilly, SVP at Material<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve all felt the effects of the Great Resignation. From slashed store hours to longer waits in the checkout line, the ongoing labor shortage has shown us what is lost when the employee experience becomes disrupted.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Businesses are struggling to do more with less\u2014and consumer patience is waning. Once forgiving of less-than-ideal experiences during the pandemic, consumers now expect brands to return to pre-COVID levels of service; that\u2019s on top of their newfound expectations for easy and convenient digital options. But the real puzzle is how to cultivate an engaged workforce with fewer and less-tenured employees.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.materialplus.io\/resources\/future-of-customer-centric-marketing\">1 in 2 marketing professionals say improving customer experience is a goal for 2022<\/a>; yet the piece that\u2019s often overlooked in CX management is the employee. The truth is that ongoing churn isn\u2019t just a Human Resources issue but a threat to the integrity of your customer experience and, ultimately, your brand reputation. Here are four reasons why an investment in employee experience is imperative to the success your CX engagement strategy:<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">1. Tenured Employees Yield Better Experiences.<\/h2>\n<p class=\"wp-block-paragraph\">The Great Reshuffle is happening before our eyes and as a result we are now relying on less proficient employees to deliver higher-quality experiences. Coupled with the added complexity of new digital capabilities fast-tracked during the pandemic, the result is inconsistency and a diminished customer perception of value.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Seasoned employees are the best-skilled, most-informed stewards of your brand. Employees that stay with your company long-term strengthen your brand\u2019s ability to deliver a consistent, high-quality customer experience. But when employees leave, they take that invaluable knowledge with them, diminishing the continuity of your experience. By proactively making a commitment to improve your employee experience now, you can motivate employees to stay, directly benefiting your CX later.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">2. A Stable Culture Creates the Environment for High Performance and Innovation.<\/h2>\n<p class=\"wp-block-paragraph\">While brands acknowledge the role <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2022\/04\/07\/inspiring-motivation-during-the-great-resignation-three-steps-to-finding-and-keeping-talent\/?sh=c4d04638fdb7\" aria-label=\"cultural health, click to read on forbes\">cultural health<\/a> plays in an organization, many miss the mark in understanding what it takes to maintain a culture around customer-centricity.\u00a0 While you might map out your CX strategy in a document, culture is how that strategy is manifested by your <em>people<\/em>. The key to success involves intentionally managing expectations and consistently executing against them.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Companies that recognize and reward employees for their value as contributors to a shared mission benefit the most from the <a href=\"https:\/\/sloanreview.mit.edu\/article\/reimagining-the-office-for-immensely-human-interactions\/\" aria-label=\"meaningful interactions, click to read on sloan review site\">meaningful interactions<\/a> that result. It is these organic connections between brands and their employees that nurture a fulfilled, productive workforce\u2014one that <em>chooses<\/em>, time and time again, to passionately spark innovation and uphold an exceptional customer experience.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">3. Employee Experience Drives Revenue.<\/h2>\n<p class=\"wp-block-paragraph\">The time-tested <a href=\"https:\/\/hbr.org\/2008\/07\/putting-the-service-profit-chain-to-work\" aria-label=\"service profit chain, click to read on harvard business review\">Service-Profit Chain<\/a> model reveals why: profit is stimulated by customer loyalty, which is a result of customer satisfaction. Satisfaction is influenced by the value provided to customers, generated by knowledgeable, satisfied employees. Employee satisfaction is derived from the presence of high-quality support services and policies that empower them to perform at their best.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Imagine the <a href=\"https:\/\/hbr.org\/2022\/03\/research-how-employee-experience-impacts-your-bottom-line#:~:text=The%20results%3A%20Employee%20experience%20drives%20revenue&#038;text=Put%20simply%2C%20stores%20whose%20customer,far%20more%20sales%20per%20hour.\" aria-label=\"roi, click to read on harvard business review\">ROI<\/a> if companies approached the employee experience with the same level of sophistication and rigor as the methodologies once only reserved for the customer experience. From mapping out the rational and emotional aspects of the employee journey to designing an intentional strategy that inspires and sustains a culture of shared values and trust, <a href=\"https:\/\/www.materialplus.io\/resources\/5-ways-to-re-imagine-your-employee-experience\" aria-label=\"reimagining your employee experience, click to read on material plus site\">reimagining your employee experience<\/a> proves a valid exercise for fueling performance.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">4. People Seek Purpose-Led Companies That Treat Employees Well.<\/h2>\n<p class=\"wp-block-paragraph\">Like culture, brand reputations are shaped by people. Employees know your brand best and can be its biggest advocates or harshest critics. Consumers and potential employees often look to employee sentiment around the brands for guidance. Whether it\u2019s raising the minimum wage, speaking out against racial injustice or taking measures to protect front-line workers, social consciousness has become the expectation. There is no longer room for neutrality, yet only 40% of marketers are \u201cextremely confident\u201d in their ability to cultivate a <a href=\"https:\/\/www.materialplus.io\/resources\/the-essentials-of-building-a-mission-driven-brand\" aria-label=\"mission driven brand, click to read on material plus\">mission-driven brand<\/a>. If brands hope to improve their CX and attract top talent, they must also commit to demonstrating humanity and empathy in their business\u2014and that starts by walking the talk with employees.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It turns out that what\u2019s good for employees is also good for companies and it\u2019s time to recognize your employee experience as a high-impact investment in your brand. Because it\u2019s at these times\u2014when things seem their most difficult and uncertain\u2014when brands have the best opportunity to truly differentiate and create a meaningful impact for the people they serve\u2026and that\u2019s not just for customers anymore.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>With a wealth of experience in operations, marketing, research and management consulting, Rick Reilly boasts a 20+ year career in customer experience and operational excellence. As Material\u2019s Senior Vice President of Strategy, Rick specializes in working with employees to translate brand vision into operational reality and making sense of data to drive continuous improvement. With roots at Four Seasons Hotels &#038; Resorts, Rick most recently served as Practice Leader for Deloitte\u2019s Brand Operations Services, advising some of the world\u2019s most recognized brands on CX performance initiatives.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About Material<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Material is a leading global consumer intelligence and customer experience consultancy. We leverage science, systems and true human understanding to shape customer experiences that turn transactional moments into transformational relationships. Partnering with business leaders, we help tackle their most significant challenges to help them differentiate in the marketplace, build smarter, more connected experiences and maximize value delivered to customers and society. Our unique customer intelligence engine is powered by analytics and behavioral science, fuels world-class design and enables the delivery of products and services to bring digital transformation to life. Learn more at materialplus.io<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It turns out that what\u2019s good for employees is also good for companies, and it\u2019s time to recognize your employee experience as a high-impact investment in your brand.<\/p>\n","protected":false},"author":7,"featured_media":3174,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-3173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Employees Are The New Customers | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, 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