Valuing your PeopleTaking an integrated approach with workplace experience and customer experience.
In our experience, things such as marketing processes, human resource management, organizational culture and the day to day operations of doing business, ideally cannot be separate functions that work independent of one another. Rather, successful business involves an integrated approach of multiple functions which effectively work together to achieve common objectives. Ultimately valuing its people.
Oh wait, you have definitely heard that before, my apologies, although the point stands. If businesses desire to take real steps forward, solve internal problems or make the most of external opportunities, they cannot just throw a couple of band aids around. Instead a collaborative approach involving multiple business functions must work together. Which ultimately comes down to leadership communicating goals and empowering people to collaborate in achieving them
Which is the very same when it comes to businesses developing a customer experience that creates happy and loyal customers. As we have been discussing, customer experience can be leveraged to ultimately increase the profitability of business operations.
If people feel happy and you earn their trust, you are more likely to see a greater loyalty from them, and in turn, an increase in your most profitable, loyal customer base.
As with most things, developing a valuable customer experience starts with the organisations leadership. Customer focused, or customer centric leadership may not directly affect the customer, although it might be the most important step in developing a valuable and effective customer experience.
An inside-out approach
It may be cliché, but it’s cliché for a reason! Your employees will be more motivated to treat customers at the highest standard when they themselves feel highly valued, appreciated and empowered to do so. And how does this happen? It happens when leaders treat their employees as they would want their employees to treat their most loyal customers.
Culture can happen by default, or it can be deliberately developed. Customer-centric leaders create customer-centric cultures. Without which, effective customer experiences cannot be created and implemented to make a lasting difference.
If the internal environment is joyful, it can go a long way to producing a joyful external customer experience.
As has been discussed time and time again in organisational and leadership literature, managers have the role of making sure that things get done right, whilst good leadership has the responsibility of making sure that the right things are being done. They don’t just focus on an organisation being efficient in its operations but being effective in its activities, across the board. They have the opportunity to bring business functions together to do the right things.
One of which, we believe is developing purposeful and deliberate customer-centric cultures and in turn, experiences that create lasting results. Therefore, leaders today need to be deliberate about how they are communicating, facilitating and motivating employees, focusing on how they would want their organisations to treat its customers.
Organisations and its leaders today now need to take an inside-out approach. It is far easier to be happy on the outside when you are happy on the inside. Valuing your people helps to ensure that the internal culture of an organisation healthy and thriving.
Taking the inside, to the outside
I have multiple friends who are currently unhappy in their workplaces, primarily due to how their leaders treat their employees. From these few there have been mixed responses. One said that because she loved the work, she was willing to do the best she could within the negative environment. (I would guess that this sort of response would be in the minority, in this case it was). Another didn’t feel like they were valued in any way, they felt drained by the thought of even having to go to work and therefore weren’t motivated to perform at their best. Finally, the last said that they just couldn’t handle it any longer. The leadership that wasn’t ‘practicing what it preached’ and wasn’t willing to do themselves what they were asking their employees to do wasn’t worth working hard for.
These people were unhappy with their internal working experience, and it came out in their work and how they spoke about their workplace. It will have the opposite effect when the internal workplace experience is a happy one.
When leaders value their employees and create a joyful workplace experience the organisation can be set to succeed. Employees will speak well of the business and hence others may want to join them. Staff will want to come to work and will want to stay with the organisation. Helping retain the talent you have spent time and resources investing in. When leaders communicate vision and direction then employees will see value and purpose in their work. The work you do on the inside will have a great affect on the outside.
If you want a happy customer experience that retains your most valuable and loyal customers; then place the highest value on those who interact with them. Your employee’s workplace experience and your customer’s experience are directly related. Therefore valuing your people is just as important as valuing your customers.
SparkBDM, has a bespoke design process which reveals the most valuable customer experience for brands. Talk to us today about how we can help you bring joy to your customers through your brand and people.