How do you engage employees to deliver the experience?
More and more organisations are coming to the realisation that in order to deliver a great customer experience, you must first create an engaging employee experience.
The challenge is that many marketers are more comfortable with the first four‘Ps of marketing (Product, Price, Place and Promotion) than they are with the fifth‘P’ of People.
It is clear, that those brands that succeed do so because they are highly successful in employee engagement. The question is, how do you energise and engage people around your customer experience strategy? The answer to successful employee engagement lies in the following five key factors
Purpose beyond profit
Most employees do not leap out of bed in the morning excited by the prospect of making more profit for their organisation that day.Connecting people to a purpose is an important way of engaging employees and helping them feel good about your brand; and we know from our research that there is about an 85% correlation between the way your employees feel about the brand and the way your customers do.
Hire for attitude
If you don’t have the right people from the start, there’s very little you can do to engage employees to deliver your brand. What’s critical is that you first identify the fundamental behaviors and values your brand requires and then recruit people on the basis of those behaviors and values.
Brand your training
You can’t achieve breakthrough results with uninspiring training. Branded experiences require branded training. You can’t tell employees what to do to be the best – you have to use more innovative and engaging approaches so they ‘get it’ for themselves.
Reward the right brand behaviors
The soft stuff needs a hard side. You need to develop metrics for evaluating the use and impact of core and specific brand behaviors and then align reward and recognition systems with these metrics.
Demonstrate the right brand behaviors from the top
Senior managers need to set the example. The way they treat employees is reflective of how employees will treat customers.
So what are some of the best approaches to employee engagement?
We have just completed two years of research with leading brands for our book‘BOLD – how to be brave in business and win’. The book tells the story of 14 brands who are challenging the rules of business and delivering highly distinctive experiences. What struck us in conducting our research with these brands was the incredible focus they gave to employee engagement
See more about the BOLD brands and their approach to customer experience and employee engagement
See more about branded training
Customer Experience Design
Customer Experience Innovation