Dissecting the Employee Experience
A lot has been said and written about the importance of customer experience and how it is pivotal to business success. You can find tons of academic literature explaining what a perfect customer experience should look like. That got us thinking: do we attach the same amount of importance to employees? Why don’t we think the same way about ‘experience management’ when it comes to our own workforce?
The number of annual reports which state that “employees are our primary asset” are countless. And every organization continuously strives for employee satisfaction and engagement. But do we truly organize ourselves to achieve that? Do we think about employee experience in the same way we dissect every step of the customer experience? Do we think about employee experience as the collection of individual touch points between organization and employee?
Companies striving to improve employee engagement rarely develop an inclusive view on end-to-end employee experience, across processes, across every employee touch point. And all too often the employee experience conversation is simply an add-on to employer branding.
It’s time to take the employee experience seriously and think about ways to optimize the hundreds of touch points between employees and the organization. Why? Because it is a critical component for managing cost, fostering collaboration, and ultimately driving better business results.
Employee experience is made up by the collection of touch points that an employee has with his/her employer. It may sound surprising, but the number of interactions can run in the hundreds on a yearly basis as it includes every interaction with HR systems, HR staff, managers, HR shared service centers, intranet, collaboration tools, etc. Every touch point with an employee is a moment of truth in which you can impact employee engagement. Every touch point provides an opportunity to be ‘liked’ as an employer. Or not.
Let’s list a few of these key interactions from an employee perspective
●How do I request time off without hassle?
●Who do I need to contact to discuss a change in benefits
●How fast did I receive a response to my internal application to this cool job?
●Where can I find the most up-to-date company policy?
●How can the service center agent help me in registering the birth of my daughter?
Actually, you can see employee experience as a subset of employee engagement. In recent years, many organizations have started to proactively focus on emotionally connecting with employees in order to maximize “Return on Engagement”. But all too often shortcomings in the day-to-day interaction between HR and the workforce go unnoticed and basic HR transactions don’t happen in the timely, correct and consistent way they should happen, providing fertile soil for frustration and - when culminating - disengagement.
Thinking about HR service delivery as ‘moments of truth’ and dissecting the ‘employee experience’ into thousands of touch points provides a unique vantage point. It allows HR leaders to evaluate and optimize every touch point in terms of speed-to-interact, ease-of-access, compliance and consistency.
Don’t underestimate the value of a well thought through HR service delivery strategy on employee experience. It is an often unnoticed yet fundamental underpinning for your employee brand and employee engagement.