The virtuous relationship between Customer Experience and Collaborator Program Ambassador

By | 2018-08-27T17:40:26+00:00 18 June 2018|Employee Experience|

Companies have massively embarked on digital strategies. It is both a major organizational change and an in-depth evolution of all sales and customer relationships .

At the center of these changes, it is the “real” people in direct contact with the customer that we are interested. Indeed, despite an omnipresent place of the virtual, it is above all human relations that are at the heart of customer service and it is precisely on human contact (physical or verbal) that the stakes of customer satisfaction lie .

So if it is a subject often thought in business and marketing teams , it is that of the customer experience .

Being a User Centric is not a fad but a necessity. Because we must opt ​​for a service-oriented, intuitive, personalized approach to retain the consumer. But with the digital transformation, also emerges the concept of “Employee Experience” .

The Employee Experience (or Collaborative Experience): it is the result of all the collaborations of the collaborator with the company: With its processes, its physical environment, its organization, its management, its values. The concept is recent and yet the experience that the employee lives in his company exists in fact and has always existed.
But today, just as it has become the differentiating element for the customer, the experience lived by the employees becomes for the company, and embodies its employer promise.
This allows it to retain its employees, mobilize them around the business project, and attract and recruit the talent it needs.

Factors that encourage employee engagement

Among the motivating factors and commitment, recognition at work holds a special place. Even if congratulating a collaborator for his results and his implication may seem banal, it is nonetheless an essential act of management to use on a daily basis.
According to a recent study on the quality of life at work published by Deloitte and Cadremploi, 7 out of 10 employees feel that they are not recognized at fair value. “I am not recognized”, “We are considered as numbers here”, “I do not ask for much, a minimum of encouragement and recognition” … These are discourses that we often find in business. Beyond the answer to a need, the practice of recognition is a very powerful tool to mobilize individuals. To recognize someone for their work, their efforts or their skills is to help them maintain a positive image of themselves and to continue their actions in this direction.

“Every person feels the need to be touched, recognized. It is a necessity both biological and psychological “evoked Eric Berne (father of transactional analysis).

The lack of acknowledgment of the contributions of each or the denial of the difficulties encountered are all causes of demobilization, malaise and productive counter-performance.

Collaborative recommendation by clients

Who better than the customer can say what he thinks of the collaborator who advises him, who offers him such or such service? Who better than the customer … It seems obvious to propose a virtuous platform that allows the employee to receive personalized and personalized feedback from his clients who value his knowledge and expertise . Each employee will be able to compile and capitalize his customer feedback throughout his professional career. The idea for the company to put forward soft skills that make each employee unique, be able to internally share individual good practices and identify to work on improvement points through an intelligent and interactive data management platform.

un collaborateur recommandé par ses clients devient un ambassadeur accompli de l'entreprise

The benefits of an approach that places employees at the heart of the customer experience

The benefits of such an approach are numerous: Employees who receive recognition from their managers feel listened to and considered, they perceive the meaning of their actions and share the objectives of the company. The triptych attractiveness, commitment, retention is much better and positively impacts the overall performance of the company.

Thus, there is a direct correlation between the quality of the experience employed and the quality of the customer experience. According to a Gartner study, a 2% increase in employee satisfaction results in a 1% improvement in customer satisfaction. “Take care of your employees, they will take care of your customers” (Richard Branson, founder of Virgin).

Companies wishing to improve the employee experience therefore draw the contours of a management more agile, more efficient, closer to the aspirations of employees.

Successful arrangements to consolidate its employer brand

We live the days of Tripadvisor reviews, Google reviews, Glassdoor reviews. We are actually living in a time of social recommendation where the testimony is overrated. And it fits perfectly to the employer brand . Who are better placed than the employees themselves to talk about their company, their daily life, their job? Employee advocacy is today the most efficient and authentic device. However, it’s the “icing on the cake” device as I call it, and before you start it, you have to make sure that every employee is happy at work.

Digital transformation helps improve employees’ well-being

We have seen previously that the   implementation of an Employee Advocacy approach could be the best lever of digital transformation of a company ?
Thanks to digital, we can increase the direct feedback of employees on the well-being devices deployed. Start-ups like ThKs that offer solutions to measure real-time well-being are booming. They make it possible to collect data and analyze them in a volume and an instantaneity which is a real asset for the company. Then the question of “so what? The measure must serve the improvement, not the simple observation. It must therefore lead to action plans to address the results reported. What we do on a daily basis so as not to stop there and offer managers concrete actions to deploy on the ground.

A paradigm shift for the employee experience

Just as they have adopted a customer vision, companies must put the employee at the heart of their thinking to better attract and retain talent. Changing the paradigm and daring the employee experience creates a real benefit for the HR function and strengthens it as a strategic partner of the top management.

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