As AI-driven solutions to improve customer experience (CX) are being heavily invested in by businesses globally, employee experience (EX) can be overlooked. The imbalance can undermine the very outcomes that AI-driven systems are meant to deliver, which is excellent customer service. Companies that have superior EX performance often showcase higher CX metrics, with businesses making improvements to one side in most cases witnessing benefits on the other.
Evolution of employee experience
Historically, businesses would pride themselves on their in-store talent, with staff required to be knowledgeable on guiding customers in selecting the best products for their needs. However, largely driven by the pandemic, this hands-on approach has been thrown into question as businesses face the challenge of replicating their excellent customer service via a digital environment. This can also be tracked back to changing consumer behaviours, with today’s consumer often preferring to browse products on their smartphone rather than in person. These trends have left some businesses become less able to deliver excellent customer service, lacking the tools needed to provide seamless support. This has meant brands need to enhance the overarching experience they offer across offline and digital channels — an omnichannel experience.
This can be done by equipping employees with the latest tools to help serve their customers.
For example, AI-powered software such as AI-powered chatbots and omnichannel support can offer a range of benefits for both employees and customers. Chatbots for instance can free up employee time, by resolving tickets quickly, so that agents can focus on the work that matters most. This translates to customers receiving prompt answers to routine questions, and lower queue times when talking to customer service agents.
Omnichannel support can streamline customer service, integrating various support channels to allow agents to view customer data from a single source. This saves time for agents and enables them to personalise each interaction. From this, customers enjoy the ability to buy anywhere, on any channel, and contact customer service on their preferred platform, making a huge difference to customer experience.
With the latest EX solutions, brands can achieve higher customer satisfaction. After all, happy employees lead to happy customers.
Impact of balancing CX and EX
One company who faced the challenge of transitioning their customer service to a digital environment, and who demonstrate the benefits of balancing CX and EX in overcoming this challenge, is retail giant Hobbycraft. Since implementing Freshworks’ omnichannel support, Hobbycraft has seen a 30% reduction in response time, and a 25% increase in customer satisfaction. Customers get the same expert advice online that would be expected in-store, owing to employees feeling empowered and well-equipped in providing support.
In addition to operational improvements, through unifying communication channels, and introducing Freshworks’ chatbot Freddy AI, Hobbycraft was able to switch to a hybrid work model, which increased employee engagement scores to around 90.
Hobbycraft are a great example of how strategic investment in EX can create an engaging work environment, enabling employees to work to their full potential.
Takeaways – Balancing CX and EX
By investing in AI-powered tools that serve customers and employees, companies can improve customer service without compromising employee well-being. Balancing CX and EX isn’t just beneficial — it’s essential for success. For companies focused on building loyal customers, fostering a motivated and well-cared for team is essential.
Companies elsewhere should look at their people not just as employees, but as internal customers. There’s potential for AI tools to enhance their experience, but it takes time and resources. In a lot of cases, the human touch is going to deliver the outcome that customers want — if your employees aren’t satisfied as internalcustomers, they’re not going to deliver satisfying outcomes to your external customers.
Leaders can make a compelling case for increased EX investment by presenting data on improved customer and employee retention; investing in EX leads to reduced turnover, as well as, lower recruiting, onboarding, and training costs. When businesses name EX as a strategic priority, the results include not only a better experience for customers, but also better business for the entire organisation.