Alon GhelberAlon GhelberMay 25, 2020
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6min621

Recent events forced many companies to convert to a work from home routine. Some companies were quick to adapt to this abrupt change, while others still suffer from the impact in their day to day.

It seemed that after the initial shock, it was business as usual for tech companies, while brick and mortar retailers, real estate and manufacturers suffered greatly.

Brands that didn’t or had little to no significant online operation had to react fast to catch up in this race for survival. They suddenly had to take better care of their employees’ experienced, in the battle to retain their supply chain and customer experience.

In this article, I’ll discuss the chain of events brands had to overcome to stay relevant and function, as well as life in the ‘new normal’, were we might face a second outbreak. So how does the ‘new norm’ going to look like, and what are the main items to monitor?

Working remotely

Within a matter of days, brands had to overcome a surprise turn of event to their working environment and business operation. Companies suddenly had to rethink shipment and delivery during a lockdown, Zoom meetings, and other creative solutions to provide excellent customer service.

Acting fast was the only way brands could ensure the relevancy to the new normal of the COVID world. Brands had to navigate their way between their employees and fast changes in consumers’ taste.

For example, companies that value their employees’ experience made sure to provide them with a decent home office. By taking a look at the Amazon best sellers for this category, the best-selling items are mainly home office supplies.

Help your employees results in a better level of service

Customers seek support and reassurance from their familiar brands. Delivering rapid solutions to their changing needs and concerns will help to keep them loyal.

Here are some ways brands should address their employees and customers in a crisis:

  • Make sure that customers and employees are aware of the resources, care, support and concern the company invests in them. Let them feel that they can rely on the brand under challenging times.
  • Help your employees by understanding the needs of the customers. Provide the essentials for your service: Make sure your company is digitated for online access, establish a delivery system and a touch-free environment for physical shopping (plexiglass guards).

Taking care of your employees and trying to improve their lives during social distancing might even be more critical.

Brands that took an active approach and arranged their employees’ with online workouts during a workday sent small but thoughtful girts to their homes and established experience questionnaire witnessed an increase in customer experience almost immediately.

One of the most important things brands should focus on right now, is leading customers and employees towards the post-COVID world in a safe manner.

First, understanding and predicting the evolving needs and tastes of their employees and customers will lead to a better relationship and sentiment.
Second, analysing business and marketing strategies will allow brands to stay relevant.

Taking proactive measures by ensuring the brand has a stable array to face the world’s changes and comprehending peoples’ needs faster than ever.

Keeping consumer sentiment at it’s best

On the one hand, there are brilliant brands who were able to stay relevant and vibrant even though their product became less desired during the pandemic. Cosmetic companies, for example, used their resources to formulate essential products like sanitisers, donated products to vital workers and charity. They made sure that when the lockdown is lifted, consumers will have them in mind.

On the other hand, manufacturers of essential products had to adjust to their customer’s fast-changing needs rapidly. Companies added moisturising to their self-hygiene products due to frequent hand wash and sanitising.

Brands who managed to adapt fast can stay vibrant and even thrive during a crisis— keeping their customers loyal during this pandemic.

Conclusion

Excellent communication and taking extra care of employees’ needs contributes to a brand’s sentiment in multiple ways. Empathy towards your staff will lead to higher morale ethic, trust and healthier working environment and positive atmosphere.

By embedding the above in their corporate toolbox, brands will discover their employees are more satisfied and productive. They will also likely witness other accretion in the company, such an increase in brand loyalty, customer experience and sentiment.


Alon GhelberAlon GhelberMay 4, 2020
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8min1095

Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients. -Richard Branson.

Technology has pushed workforce optimisation forward through the years, and it’s impressive how far businesses have come. What some organisations don’t realise is that optimising business processes and manpower allocation isn’t enough; ensuring that employee morale and engagement is as important, if not more so.

Excellent customer service has always been the main objective of every business, and it’s vital that you know and understand the link between employee experience and customer experience.

A recent study by Frost & Sullivan found that 89% of surveyed companies believed that an improvement in contact center engagement will lead to a significant increase in the overall quality of customer experience. In the current gig economy, employee attrition is a major concern because unhappy and unsatisfied employees are prepared to simply find that happiness elsewhere.

If employees come in and out, it makes it challenging for management and HR to stabilise business processes and transfer knowledge effectively across the organisation. If employees are not properly equipped to do their jobs, this could lead to a deterioration of employee morale that could transfer inadvertently to your customers. Providing employees the proper training and tools is a wise investment that will serve both the business and its customers in the long run.

What is Workforce Engagement Management (WEM)?

Because of the repetitive nature of their jobs, customer-facing employees often find it challenging to maintain an upbeat and positive attitude throughout the day. Fortunately, technology has also stepped in to help address this through Workforce Engagement Management (WEM).

WEM is a suite of products focused on helping companies manage and improve employee engagement. These products encompass all stages of employment, from recruitment and onboarding to management and performance. They also work to supplement an already established set of tools that fall under the Workforce Optimisation (WFO) category.

Compared to WEM products, the focus of WFO products is on the overall efficiency of business operations. They will inevitably overlap in their practical application, but they are fundamentally different.

Is Employee Engagement Important?

If you consider the overall financial and manpower cost of recruitment, it’s easy to see how expensive it is to replace employees. The good thing, though, is that employee attrition can be minimised significantly by focusing on engaging employees and keeping them happy.

After all, employees don’t leave because they found a better opportunity elsewhere; they leave because that opportunity isn’t provided them in their current employment.

The importance of keeping employees engaged is evident in the fact that there are companies that exist solely to promote employee engagement. LinkedIn is one of the best examples of a company focused on the employee experience because it helps companies promote it within their organisation and also does the same with their own employees.

Glassdoor is also becoming a trusted resource when it comes to employee engagement because it goes beyond providing insight into how it is to work for certain companies and plays a major role in the whole recruitment process.

Below are a few tips to help you enhance employee engagement in your company through online reviews.

  • Monitor employee feedback on online review sites and respond accordingly.

If you aren’t keeping track of employee review sites, now is the best time to start. This should be a major part of your employee engagement program because most of your potential and past employees are now online. Companies now even have a strategy when it comes to managing employer profiles on employee review sites—and you should have one, too. Monitor what your employees are saying about your company and your brand and address issues and answer questions if necessary.

  • Encourage employee reviews.

Getting feedback is important if you want to constantly improve your business processes and employee engagement programs. Encourage employees to provide company reviews, especially new hires because they have fresh insight and are enthusiastic to start on their new journey. Ideally, the best times to look for reviews are during the employee onboarding process, when you roll out new benefits or incentives, before a major hiring push, and during the exit interview.

  • Promote your company reviews online.

The reason behind the success of online review sites like Glassdoor, LinkedIn, and Indeed is that they focus on user-generated content. Positive reviews on these sites are proof of excellent employee experience straight from the mouths of the employees themselves. Many job seekers rely on these reviews because they are relatable—speaking in the voice of a specific company’s workforce. Put these reviews front and center by posting a link to them on your company social media accounts, on your job postings, and on your careers page.

You could also add the link to your candidate outreach emails to help candidates get a feel for your company and make the decision to accept your offer or look elsewhere.

 

Employee engagement goes beyond the duration of employment; it begins once an employee or candidate first engages with your company and continues through the entire employee lifecycle. Although online reviews can help in the management of employee engagement, the involvement of the business or its stakeholders will ensure that both employees and candidates get a comprehensive, balanced view of how their future looks with your company.

 




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