Employee experience is as important as customer experience

Henkilöitä neuvotteluhuoneessa

Customer experience is increasing in significance as a key factor in business success, as customer
demands toward good services continue to grow continuously. A positive customer experience and
high customer satisfaction are essential components of any company’s success and growth goals,
and they can no longer be ignored. The competition for top tier employees forces companies to
invest in employee experience, and employee happiness. Employee well-being and engagement at
the workplace directly reflects off customers. Employees play a significant role in shaping the
customer experience.

Employee experience is conveyed directly and indirectly to customers

Employee experience encompasses everything that an employee encounters, observes, and feels
during their time working within an organization. Employee experience includes factors such as
leadership, the physical work environment, technology used, and the organizational culture.
Therefore, employee experience covers a wide range of experiences that likely vary from day to day
but have a significant impact on an employee’s well-being, job satisfaction, self-development, work
efficiency, the number of sick days taken, and the duration of their employment. Employee well-
being or ill-being is directly and indirectly transmitted to customers and significantly affects the
formation of the customer experience. According to a study conducted by Gallup, units with highly
engaged employees receive 10% higher customer ratings and achieve an 18% increase in sales.
Employee experience also directly influences purchasing decisions – we want to support companies
that treat their employees well. Employee experience is seen as part of a company’s responsibility.

Because employee experience can vary and depends on various factors, it is advisable to measure
employee experience more frequently than once a year. Light, more frequent pulse surveys show
employees that their opinions and well-being matter. Employees are more committed to an
organization when their opinions and wishes are listened to. Results can also be used to address
potential issues immediately. A broader employee survey conducted once a year also has its place
and helps gather more in-depth information about employee well-being. Targeted surveys can also
be conducted with employees, for example, after recruitment and onboarding, to specifically
improve certain aspects of the employee experience.

Workplace well-being enhances productivity and profitability

Both agile and comprehensive workplace well-being surveys are completely useless if their results
are not utilized in the development of an organization’s operations and work culture. Employees will
notice if the feedback given is not acted upon, and problems are not addressed. Therefore, it is
essential to go through the feedback with the staff and actively communicate the actions taken
based on the feedback. Employees can also be involved in solving the challenges raised in the
feedback. Analysing open feedback makes it easier to identify themes worth focusing on from a
large amount of text.

Measuring employee experience helps enhance productivity and increase business profitability only
if measurement results are systematically acted upon. When developing employee experience, it is
advisable to select metrics that the organization will focus on improving. Without measured
information, it is challenging to evaluate the impact of implemented measures. Improving employee
experience brings various other benefits to a business beyond just improving the customer
experience. For example, employees who enjoy their work and are committed to it will recommend
their employer to others. Employee experience also affects the employer brand.

Employee experience and customer experience go hand in hand, and it is advisable to harmonize
their measurement so that results can be compared, and potential recurring patterns and significant
cause-and-effect relationships can be discovered. With Roidu, it is possible to have real-time
monitoring and measurement of both customer and employee experience in the same package.