Читать книгу The Employee Experience - Wride Matthew - Страница 7

If you read our book MAGIC: Five Keys to Unlock the Power of Employee Engagement, you know we’re not above using examples from TV or movies to make a point. In that book, we cited the film Office Space as a memorable example of a completely disengaged workplace. At the risk of going to that particular well once too often, join us for a brief interlude in Cairo, the setting for an early part of the classic film Raiders of the Lost Ark.

In the scene, Indiana Jones and his friend Sallah have taken the golden headpiece of the Staff of Ra to a white-haired mystic, hoping he can decipher markings that will lead them to the Ark of the Covenant. When the old man translates the markings into instructions for the staff’s height, Indy and Sallah realize simultaneously that the staff the Nazis are using in their search is too long, thus giving them inaccurate information about the location of the Ark. They look at each other delightedly and in unison utter the memorable line: “They’re digging in the wrong place.”

When we began writing this book, we couldn’t get that phrase out of our heads. As we’ve watched hundreds of organizations obsess over Customer Experience (CX) and burn billions in their efforts, we couldn’t help but think “They’re digging in the wrong place.” It’s not that CX isn’t important; on the contrary, it’s absolutely crucial to profitability and growth. In fact, a 2015 report from Forrester illustrates this unambiguously3. According to the findings, a one-point improvement in an industry’s Average CX Index™ Score is worth huge revenue increases to the companies within that sector.

We’re talking about $65 million in extra annual revenue for an upscale hotel chain, $118 million for a luxury auto brand, and a whopping $175 million a year in new revenues for a wireless service provider. To drive the point home, look at Harvard Business Review’s analysis, which asserts that a 1.3 percent improvement in customer satisfaction scores equals a 0.5 percent jump in revenue.4

No wonder everybody’s talking about the Customer Experience. You probably are. Your organization might even mention your commitment to improving CX on your website or in your mission statement. It makes sense, and we agree. Your customers should be the focus of your business, because without them, you don’t have a business. Sam Walton of Walmart fame said it best: “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” That’s precisely the reason so many organizations are putting so much time and effort into redefining and redesigning the Customer Experience.

Despite customer satisfaction being rocket fuel for the bottom line, organizations are burning billions in fruitless efforts to create a profit-boosting CX.