In an article that I wrote on “why should employees care about customer experience?” I touched the topic of employee satisfaction.
Despite global trends that companies specialize and customize their approach on the market, strategies for taking care of workers are still on a “catch-all” basis. Therefore, we hear/see companies promoting their workplace as one “everyone would desire”. This is also why we face the fact that the more generic one’s company approach is to employee satisfaction, the less successful it is. Although set of employee motivational factors is, more or less, fixed (salary, benefits, wellness, work-life balance, number of days off, work environment, company values…), different people are motivated by different things in different ways with different intensity.
Why is that the employee satisfaction strategies are much less adaptable and flexible to employee needs than, for example, marketing strategy flexibility toward customer needs? One answer would be the fact that companies must put in more effort to keep the customers than to keep employees. That is often true. However, we can also place blame elsewhere.
Currently, there are a lot of “professionals” and professionals dealing with the topic of employee satisfaction and/or employee motivation.
For managers (leaders) this is day-to-day work. Luckily for all of us, there are a lot of (mid and high-level) managers out there that are real employee happiness ambassadors and have results to prove their worth in this area. Dealing with employee satisfaction, officially, is day-to-day work for HR as well. Besides these two groups, we have a lot of (sometimes self-promoted) coaches, internal communication experts, employee branders, consultants… claiming that they found the key that unlocks the door to employee eternal happiness, motivation, and loyalty. People paid to deal with employee satisfaction and also the ones claiming that this is their specialty clinging on to it and try to keep their monopoly without having any results to show for.
Only people that specialize and make their living by caring for customer satisfaction are out of the loop when it comes to employee satisfaction.
People that made the whole organization (sales, customer service, marketing, IT, operations…) treat customers as persons, as people, as humans, might just do a better job than the ones that treat employees as resources.
Why don’t you let CX people deal with EX?
Maybe because (true) CX guys would challenge the status quo (as they do in marketing, sales, IT…)? Maybe it is because (true) CX guys deal with numbers, quantitative and qualitative analysis and do not base their decisions on hunches, opinions, good old fashion “we always did it this way”?
Whatever the reason, CX people are often out of the picture when it comes to employee satisfaction, although they have a lot to offer. If the employee satisfaction were in CX hands, we would have:
1. Mapped employee journeys in detail (from first seeing the job add to leaving the company). This would lead to clear onboarding and training plans, transparent growth plans, goals, and advancements.
2. Constant hand on employee “pulse”. Measuring every step of the journey through surveys and interviews that are structured and analyzed in a way that provides actionable results. This way we would not be blindsided and will be able to devise retention strategies to prevent employee churn.
3. Driving changes based on tangible qualitative and quantitative data. Changes in the workplace will not happen anymore based on someone’s hunch or strong lobbying skills – only based on the facts.
4. Employees would be included in shaping their workplace, company culture, and the business itself. By building the company they want to work in, employees will put in more effort, good energy, and great ideas more than ever before.
The use of CX-established tools and methodology to drive change already changes our customers’ daily lives for the better, it is time that we do the same with our employees’ lives.
Customer-focused business approach is already transforming the daily work of our marketing, sales, service, IT, and other departments… HR is ready for taking!