As I am writing a new trend report on the subject (Employee Customer Experience Connection), I’m always on the lookout for new indicators that the trend is catching on through the writing or research of others. I’ve found two such pieces just today which are definitely good indicators, especially of the “connection” part.
The first is an article on Computer weekly that references Forrester Research, Qualtrics and others. It also includes case studies and some useful onward links – articles including the onward links below:
- Employee experience joins CX for total enterprise view
- Why you need a total experience strategy to drive CX and EX.
- The link between employee experience and customer experience.
The other article is from the MIT Technology Review: Customer and employee experience: The new normal.
It is based on a survey of 277 business leaders and decision-makers globally – around 79% of whom are C-level executives or at director level and includes a full report you can download.
I won’t share a PDF version of the report I have for fear of transgressing copyright, I’ll just share pertinent points below but first I’ll make an important distinction.
Infinite or total experience is the key
Something both the articles above and the report from MIT refer to is the total experience. The total experience is when you look at EX and CX in combination. It’s the first time I have noticed this reference since I started writing about this combination, or connection as I refer to it. From the linked articles in the landing page for the trend report I am writing; you will see it has been at least 18 months I have been pushing this combination/connection as a key element of the trend. So, it’s really good to see it being validated.
In terms of terminology, I prefer a reference to infinite rather than total because of the use of the graphic and the way this shows the interconnectivity of EX and CX. Regardless of the term used, it is this connection and how this is managed that is the interesting thing – experience optimisation as I have called it.
You can read the articles I linked to and below are some interesting facts from the MIT report. You will see there is not too much emphasis on this so still something to be worked on.
Highlights of the research on employee and customer experience connecting
1 The pandemic accelerated already existing trends toward digitization of customer experiences (CX) and employee experiences (EX), as well as the adoption of more tech centric business models. This shift is happening in both expected industries (digitally native organizations) and legacy enterprises (traditional finance and public services organizations).
2 CX and EX are just two facets of a more holistic “total experience” that enterprises must seek to deliver over the coming months and years. On top of service-oriented digital offerings that transcend transactional use cases, enterprises are also developing hybrid experiences that blend both digital and real-world elements.
3 Disintermediation—engaging, serving, and delivering directly to the end user—will be a critical component of success for enterprises as they build effective “total experience” ecosystems. Another key component will be establishing and sustaining digital trust among users.
And I love this quote from a customer case study:
“We aren’t just focusing on digital transformation from an IT perspective. We’re thinking, ‘What is it that we need to work with our communities? With our residents and businesses? Who are the people who have interactions with us? And how do we enrich their experience?’”Rehana Ramesh, Head of Digital Transformation, Brent Council
It resonates with me because it illustrates so well, like the 3 reasons retailers are leading at the intersection of employee and customer experience that I captured, how public services can be a key driver of this connection.