In 2017 we introduced our ROI series recognizing the challenges all customer experience professionals have to obtain funding for CX initiatives and to prove their positive returns. Our second ROI post covered how a well built customer experience can increase revenue and customer growth of your organization. Today we will walk you through the positive impact customer experience has on employee engagement.
Great Culture is the Enabler of Great Service
Excellent corporate culture creates engaged employees who are proud of their company and make it a personal mission to deliver great experiences. Engaged employees love the brand they work for so much that they will go above and beyond to “convince” their customers to feel the same way. Actions like this transform employees from brand ambassadors to brand builders. When leadership takes the time to build and maintain an engaged workforce the impact is significant, and profitable.
Yet, if culture is of such high value to organizations, why do so few succeed in creating this kind of customer experience advantage for their organizations? Because it is hard, and expensive.
Let’s say your cultural values have FUN in them. How do people live that value at work? They celebrate holidays with social events, they go on interesting off-sites, they have fun contests in the operation, etc. Each of these cultural artifacts of the fun value costs money. Most leaders will say they believe in the fun value; very few will approve the expenses for the discreet activities that maintain that value. When companies grow, all those activities include the added expenses of travel in order to connect employee teams.
Culture is Not an HR Function
Culture cannot be achieved with all-hands meetings twice a year and a daily corporate communications email. Culture is a business strategy, a guiding principle that informs how product and service decisions are made. If, for instance, CARING is part of your corporate culture, there are several business decisions and practices you need to invest in to express that care (internal funds for supporting fellow employees during hurricanes, sponsor travel so senior leaders can visit front line employees to better understand their day-to-day challenges, willingness to walk away from a product enhancement that will benefit the customer but also make your front life processes more complex and hard to maintain). Caring costs money. Real money. Caring is even more expensive than FUN.
Caring can save an organization. If you have a product that is not the market leader in terms of quality and you marry it with an engaged workforce that delivers exceptional service, you actually have a shot at keeping your position as the market leader. If you don’t, there is not much going on to motivate your customers return.
How Do You Quantify the ROI?
It is fair to say that all the people who returned to you after an exceptional service experience would not have done so without having received that exceptional service. Quantify the lifetime value of those customers, and that is how you calculate your customer experience ROI.
Culture is a Critical Corporate Mindset
People are hired for culture in the true sense of that expression. If transparent leadership and instilling employee trust are values for leaders, then the pay scales of the organization should not be locked for only selected people to see. Transparency is a big word that is often repeated, but transparency is rarely backed by actions like this.
If transparency is on a corporation’s values list, then that corporation’s leaders must be ready to be vulnerable and to be challenged by their employees. With the right mindset, this is not a difficult value to live. Being authentic and “walking the talk” can inspire more than any other corporate action can. Transparency and vulnerability is a challenging mindset for leaders, but it gets easier to practice over time, and it is worth the investment.
Generally speaking, employees want to (prefer to) respect their leaders. We all need hope, we need someone to look up to, something to keep us moving forward. Employees are much more forgiving and patient with their leaders than we think, so apply a brave mindset to lead wholeheartedly. Be seen and be prepared to have an organization follow you no matter where you lead through the culture you create and the actions that support it.
Successful brands have strong corporate cultures that drive their employees to consistently deliver memorable experiences. Culture is the most difficult ROI to prove. It is impossible to replicate, so it can be a competitive advantage. It can also be a deterrent to hostile takeovers and mergers. Having the freedom to grow organically while creating value for customers is the greatest return on investment any business can dream of. In that sense, the ROI of culture is the highest we will ever see.
*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.