Читать книгу The Employee Experience - Wride Matthew - Страница 11

Organizations like CHG understand that you can’t build a transformative Customer Experience directly, solely by throwing resources at CX initiatives. You can redesign stores, roll out cool new products, and engage customers on social media; there’s nothing wrong with those steps. But without employees who care about customer service, a beautiful store is just a pretty shell. Without people incented to take risks, where are those cool innovations coming from? Don’t even get us started on the dangers of having jaded or clueless staffers meeting customers on Twitter. In other words:

To create a sustainable, world-class CX, an organization must first create a sustainable, world-class Employee Experience (EX).

It all begins with your employees. In the next few pages we’ll define what we mean by EX, and we’ll lay out a framework to build the right EX for your organization. For now, think of it this way. Creating a wonderful, profit-boosting CX is like gardening. You can’t order up the results you want – healthy plants – just by waving your hand. Gardening is a process-based activity; you attend to the components that create the desired outcome and then hope for the best. That means using soil amendments, watering, and weeding. The gardener can’t do much more than that, but if he or she does it well, the odds of a strong, plentiful harvest are high.

Growing an organization works in the same way. Success comes through quality products, sensible pricing, strong customer support.. and employees who care personally about delivering an extraordinary experience every time. When an organization creates a top-notch EX, the likelihood of a superior CX increases exponentially. When EX is poor, chances are the customer will see the effects. So, here’s the bottom line:

EX = CX

Your employees are the soil and nutrients in which your Customer Experience grows. If you have a workforce of engaged people who feel respected and appreciated, and if they trust their leaders enough to take risks and invest emotionally in the organization, your CX will take care of itself.

Conversely, if you don’t have that foundation of great people who care about providing a terrific experience and making customers’ lives better, all the technology and systems in the world won’t keep your CX from being a money-losing mess.

Engaged employees are the soil and nutrients in which your Customer Experience grows.