- Forrester Councils
- Councils Overview
- log in
Posted by Simon Yates on August 21, 2013
In a recent blog post, I hypothesized that customer experience and workforce experience are two sides of the same coin. For me, it was captured perfectly during a recent research interview with Blair McHaney, Gold’s Gym franchise owner and user of Medallia customer experience management tools. He said, “Your customer experience will be less than or equal to your employee experience.”
So, I’m working with Sam Stern, an analyst on our Customer Experience research team, to examine how companies can better align employee behaviors with desired customer experience outcomes. Sam is looking at the types of rewards and recognition that fundamentally shift corporate culture towards customer-centricity. It builds on Paul Hagen’s culture research, How to Build a Customer-Centric Culture and Nine Ways to Reward Employees to Reinforce Customer-Centric Behaviors. Paul highlighted a number of great examples of how companies reinforce customer-centric culture through employee incentives and perks. I’m looking at the technology underpinnings of customer experience management and how these technology solutions can be applied to the workforce.
In my most recent report, The Workforce Experience Ecosystem, I outlined the four major elements of the workforce experience technology portfolio: (1) workplace transformation solutions that reshape the office experience, providing flexibility for employees and optimized occupancy and usage for their employers; (2) engagement tools that harness employee passion and energy and identify engaged workers to senior leadership; (3) productivity tools that connect people to each other and the information they need to get work done better and faster; and (4) customer impact tools that give all employees a stake in the quality of a customer experience and business outcomes.
The research that I’m working on with Sam focuses on (4) — customer impact tools. It’s clear that engaged employees help drive better customer experiences. In TJ Keitt’s great Benchmarking Technology’s Effect On Employee Engagement report, he shared data showing that of the 30% of information workers who are engaged, 81% say that external customer satisfaction is important to their job, 43% are goaled on internal customer satisfaction, and 66% spend at least an hour a day working directly with customers or clients. As a result:
There’s a lot of research to come in this area, and Sam and I welcome any input you have. If you have a great story to tell about driving employee engagement through customer experience impact, please drop us a line. We’d love to hear about it! Drop me an email at firstname.lastname@example.org.
Save Money On Your Next Software Negotiation
Work with our software negotiation experts to save 10–20% on your next contract »
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »