Engage employees in CX journey creation
At the same time, if employees aren’t actively involved in and inspired by CX initiatives that may include new digital touchpoints and customer platforms, employee engagement will drop. This decreases the ROI from the upgraded CX journey.
Transportation and mobility:
To prevent this, a leading automotive manufacturer incentivized employees to join an extended, multi-skill CX team. This team hosted cross-functional workshops to select the right KPIs that would matter in a new customer journey for employees across functions, like sales, marketing and finance. As a result, employees who were once skeptical about digital CX transformation became motivated and engaged in designing new customer-centric journeys.
View EX journeys holistically
To fully connect CX and EX, brands not only need to implement select digital tools that benefit both customers and employees, but they also need to invest in more holistic employee experience journey mapping.
Just as price is not the only lever in CLV, gross pay is only one lever in designing employee experience. Two value drivers that are often overlooked are motivation, ensuring employees have meaningful incentives and compensation to want to deliver great CX, and ability, ensuring employees have the tools, support and working environment needed to consistently deliver.
One global QSR introduced a solution that allowed restaurant operators to easily tailor differential pay for difficult-to-fill or less desirable shifts to encourage staff to fill them. While, in theory, it's simple to say, "I'll pay an extra $2/hour for the late-night Friday shift," often the pay systems don't allow companies to seamlessly enact the simple solution and tailor it to the needs of the situation.
“Businesses have been investing in customer journey reinvention, loyalty and personalization for years. Yet every employee has an equivalent and unique journey with your brand that deserves the same level of strategic consideration to increase employee loyalty and revenue.” - J F Grossen, global vice president of customer experience at Publicis Sapient
Design uniquely segmented EX journeys
However, even within a particular role, employees are not a monolith, and just like customers, they should not be treated as such. Each employee has vastly different motivations, expectations for the role and plans for their future. Building on segmentation and journey design, brands can allow employees to personalize their work life in a way that makes sense for their unique goals, creating increased employee retention, especially amongst younger generations.
Consumer packaged goods (CPGs)
Personalized or same-day pay options allow CPG warehouse employees to create flexible schedules to match life needs. A seamless, personalized portal with training recommendations, feedback and recognition and communications makes it easy for workers to take advantage, and gamified work with micro-bonuses for desired behaviors can increase performance.