January 22, 2020 | By

CXNext Live: Good Employee Engagement = Good Customer Experience

You’ve heard it before: happy employees make happy customers. But what are you doing – really doing – to support the employee experience (EX)?

Many companies over-index on investing in customer experience (CX) compared to EX. At first glance, this seems like a no-brainer. Of course you want the customer experience to the best it can be.

But focusing on better employee engagement can, in turn, lead to better customer engagement.

And yes, we’re talking all employees. Frontline employees in stores and branches. Contact center employees answering calls and chats. Even supporting employees who may not interact with your customers directly, but who support the ones who do.

First, let’s look at some trending challenges that highlight the need for investments in EX.

3 BIG CHALLENGES – Why we need to focus on EX.

1.     The customer journey is a loop, not a straight line. Customers expect consistency from all employees throughout.

Today, companies are hyper-focused on driving customer lifetime value. So a customer may go through the customer journey loop many times, re-purchasing the same product or adding new products and services.

That means their experience better be consistent at every turn to safeguard their lifetime value. That requires all employees to be on the same page with universal access to information. That can be a challenge, especially in times of exponential organizational growth.

2.     As organizations become more complex, employees have more complex roles.

Organizations are increasingly delivering more than just one product or service. More products and services mean more complexity for employees to handle.

More companies are relying on solutions artificial intelligence (AI) technology to handle repetitive tasks. That’s great. It helps employees to take on more consultative, high-value work. But doing that more complex work effectively and efficiently requires the right tools and support.

3.     More external investments can create more work internally.

While it’s absolutely important to invest in CX, we don’t want to lose sight of EX. Are you investing in the same level of technology, tools, and capabilities for your employees as you are for your customers?

Investments in CX technology tend to pile up on the employee. They may have 30 tools they need to learn about and use daily. Can you take a look at your EX and make their workflow easier, just as you would for your customers?


2x OPPORTUNITIES ­– How to improve EX on both sides of the org.

You have a big opportunity: Investing in employee experience is investing in customer experience.

Empowering Frontline Employees

At the end of the day, customer-facing employees are wired to want to help. They don’t want to struggle with navigating systems to find an answer that should be readily accessible. It’s really about empowering them by removing barriers and friction.

There’s a big opportunity to centralize knowledge and make updated information available across the organization. That way your customers always get consistent information and employees don’t have to fumble around trying to find it.

Apply the same user experience (UX) thinking to your EX as you use for your CX. Where do they need to access information? How do they use the information? It should be just as easy for an in-store employee to access knowledge on a mobile device as it is for an agent in the contact center.

Thinking about using a customer-facing chatbot? Try it internally on your employees to pressure-test the idea and work out the kinks. At the same time, you’ll likely make their day-to-day work easier with this helpful technology.

Improving Employee Satisfaction with Technical Support

Now let’s look at all the people behind the scenes who support employees. A lot of people view those teams as being roadblocks to getting their jobs done. But many businesses are starting to apply best practices from CX to their employees, or internal customers.

Just like measuring customer satisfaction, you can track employee net promotor scores (eNPS). If someone within the organization delivers great service when you call to ask a question, that warm feeling ladders up to the company. You’re more likely to feel that the company cares about you and wants to help you do your job better.

Real-life example: Us. Yes, we’re drinking our own champagne.

LogMeIn’s own HR chatbot, Benny, is one example of how we are improving employee satisfaction with technical support.

We used our own product, a Bold360 conversational chatbot, internally. In other words, we’re drinking our own champagne.

We did it at a time of enormous growth and with open enrollment looming. Benny, our HR chatbot, helps syphon off routine questions to free up our HR team to handle more personal issues that come up as employees select benefits for their families.

Two years in, this technology is keeping the entire organization updated on an ongoing basis and allowing employees to spend more time caring about the customer and their day-to-day work than worrying about the details of their benefits. Read the case study for more insights that you can apply to your company.

Be sure to watch the full conversation on CXNext Live: Good Employee Engagement = Good Customer Engagement: Drinking Our Own Champagne, where Susan Treadway, Sr. Director of HR Operations, shares much more about Benny, and we dig deeper into the challenges and opportunities of improving EX.

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