Posted by EmployeeChannel on 8.23.2016
Compelling data shows that employee experience has a profound effect on customer experience, driving top and bottom line results.
Organizations on Forbes’ 100 Best Companies to Work For continually show strong growth up to five times higher than the growth rate of U.S. companies overall.
A 2011 study conducted by researchers from the University of Missouri found that customer satisfaction and loyalty were nearly twice as strong when employees are satisfied with their jobs.
“This . . . finding stands in contrast to the idea that a firm can neglect to satisfy their employees as long as they pursue customer satisfaction . . . . This is not a one-way street where companies implement policies and can expect to experience gains solely through customer service. The relationships among the CEO, the employees and the customers are all linked.”
Christopher Groening, Assistant Professor of Marketing in the Robert J. Trulaske, Sr. College of Business, University of Missouri
The ROI for improving the employee experience is clear. Happy employees provide better customer service. They are champions of your brand and inspire loyalty among peers and customers. In addition, happier, more engaged employees are more likely to stay with a company, eliminating the high costs of employee turnover.
But where do you begin?
Like an intricate puzzle with too many pieces, the overwhelming task of improving employee experience is difficult because it’s often hard to distill such a big, abstract concept into discrete and meaningful actions.
The key is breaking the big idea down into impactful and actionable steps. Just as we begin a puzzle by finding the edge pieces and laying out the frame, the employee experience needs a framework on which to build, and communication is that framework.
Any positive, lasting, and impactful relationship begins and ends with effective communication. Improving internal employee communication contributes to a better employee experience, ultimately driving better performance for the organization.
A unified and coherent strategy to create the ideal employee experience must leverage all employee interactions with company leadership, HR professionals, managers, and peers and should span a range of initiatives and processes, including internal communication.
An internal communication strategy aimed at improving both the employee and customer experience should:
An investment in communication is an investment in both the employee and customer experience and should be built into the DNA of every company.
We can look to industry leaders for proof that employee communication matters. E-Commerce giant Zappos promotes “Building Open and Honest Relationships with Communication” as a core company value understanding that the open and honest relationships that you build with employees will nurture open and honest relationships with customers. Communication is the conduit for fostering a culture of openness and honesty, ultimately influencing employee, customer, and partner happiness.
“We thought about how we could make our core values into the platform on which we would build a company, and the culture became the platform. Making employees happy and making customers happy and making our partners happy became our mantra.”
Alfred Lin, CFO Zappos
Industry leaders, such as Zappos, make their communication a key element of the employee experience and closely align it with their customer success strategy. Employees at these organizations are happy and committed, and customers become loyal brand ambassadors.
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