In this TCXT ‘s edition, Ken tells us about his experience at the People Analytics conference, exploring the complex relationship between Employee Experience and Customer Experience. Despite being a Customer Experience professional, he attended the conference to meet with colleagues and customers and to understand the operational linkages between the two fields. A key takeaway from the event was the phrase “I am disconnected,” which highlights the challenges of integrating analytics and fostering collaboration across different departments. Ken reflects on similar issues within Customer Experience, where siloed roles and lack of cross-functional engagement hinder effective action. Let’s reflect on the importance of actionable insights and the integration of tools like journey mapping and real-time measurement to bridge gaps and enhance organizational processes with Ken’s insightful piece.
Don’t feel like reading? Check out this week’s video summary below:
Last week I had the opportunity to spend some time at a People Analytics conference. Why would I be interested in an Employee Experience conference as a Customer Experience professional? That is a simple question with a complicated answer. In our company, we have three product leads representing Research, Customer Experience and Employee Experience.
Since we are a global company, the three of us rarely get together – except maybe at our annual educational conference, XDay, just once a year (You can find more information about this event happening on October 3rd here, let me know if you want to get in for free as I have a few passes to give away). With one of us flying from South America and another already in the same time zone just a few states away, I thought it would be a great opportunity for us to meet all together. Some great ideas and some great times come to fruition when we get these chances.
While that was a big driver, in addition to the fact that I could find time to meet with some of my customers, the attendance at the conference was still optional. However, I recognize that Employee Experience and Customer Experience are operationally, if not analytically, linked. I was there anyway so it was a great opportunity to learn. During one of the presentations, someone was talking about the struggles in the People Analytics space in their company, and described it in three concise words: “I am disconnected.”
Powerful and disheartening is the best way to think about that. Their role involves getting data from various sources and working with technology as well as consulting with individuals from across the organization – all of which are not engaged, do not have the time and are not measured on making the analytics happen.
Over the years, I have discussed the same bureaucratic pitfalls within Customer Experience. Someone is tasked with measurement, but does not have the ability to take actions to improve information technology, operational and human resource processes. Oftentimes, even training falls to someone else. This limits the ability of the Customer Experience administrator to even teach the frontline on the reasons for measuring, how to read the results on the manager dashboards, the rationale behind closed-loop feedback and the analytics behind the return on investment.
Speaking of analytics, sometimes the Customer Experience data is taken from the Customer Experience administrator and handed off to a central analytical function, taking it another step away from the frontline teams ever learning about the important details that emerge from the customer feedback. I am not advocating that frontline employees need to be analytical experts, in fact their dashboards should be simple and easy for them to interpret without taking much time away from the customers. However, they need to be advocates of the outcomes.
When I think of “disconnected”, it is important that this is not just in relation to people analytics, Employee Experience or Customer Experience – it is also relevant to looking across them. Speaking with a few of the participants, very few had seen analytical data that ties together Employee and Customer Experience. They acknowledge that it is certainly important to consider both when creating new processes for the organization to improve one or the other, but have rarely been able to get their hands on all the data necessary to demonstrate the link. When I mention a journal article I co-authored in the early 2000’s, many want to get their hands on it so they can justify doing such analytics.
In general, I think analytics are important. However, I am much more oriented towards action. Yet most of us in this space will hit the same hurdles. Departments that do not work together. Policies and processes built without input from each other. A “disconnected” approach to managing the things most valuable to a brand – the customers and the employees that serve them.
A few years ago, we rolled out our Outerloop tools to help companies plan and track actions that are strategically aligned with company goals and customer needs. These tools are particularly useful when cross-functional teams are needed to address these root cause actions. Often these actions will be recognized as important where there is a flaw in the process, but lose focus when that process is fixed and another stands out. Eighteen months ago, we purchased the highly regarded journey mapping tool SuiteCX.
In the coming weeks, we will be rolling out the new version integrated with the QuestionPro enterprise suite of Customer Experience tools. One noticeable functionality is the direct integration of live measurement into the maps. Imagine opening a map and seeing all the relevant measurements – updated real-time – where all touchpoints in the map can be easily viewed. Better than any journey dashboard with widgets of each touchpoint, this will allow anyone in the organization to identify the places for immediate improvement and see initiatives already underway because it will be linked to our Outerloop platform as well.
All of these will be tied together across the QuestionPro CX ecosystem through an established and centralized list of root causes that can serve as metrics and action points – in Customer Experience measurement (through our exclusive NPS+ question type), enhanced closed-loop feedback tools, CX reputation, Outerloop and journey maps. Taking the disconnected and making it connected.
Join us for XDay 2024 on October 3rd in Austin, TX. If you want to be my guest with a complimentary ticket, contact me. Find out more here.
Is there something wrong with your customer experience?
When you complete an honest assessment, the outcome can be beneficial, particularly for your Customer Experience program.
Take five minutes and complete an audit for your organization here.
You may discover a gap in measurement, an opportunity to improve a process, the place where an organizational shift needs to take place or an opportunity to win a greater share of your customers’ wallets.
We all want that bigger “return.” In this situation, the worst-case scenario is that you’ll get some information that will help your organization since completing this audit is free and without obligation.
Hopefully, this reflection has given you valuable insights into discovering your desired solution and enhancing your customer experience. Should you require any help, please don’t hesitate to get in touch. We are keen to learn about your challenges and work together to give your clients the excellent attention they deserve. Until next week!
