Good businesses understand that the process of finding, attracting and selling customers looks a lot like hiring, hiring and retaining good employees. The dual processes of creating better employee experience and better customer experience can be optimized.
The job of the business analyst is to understand these processes and bring special insights into the optimization of each.
What do you measure?
At first glance, customers and employees are on very different journeys. But there is enough overlap that makes for interesting data collection and analysis.
The growth of the company
Who is an ideal customer? What does that person want? These questions are at the heart of customer recruitment. Answering them correctly means helping a company grow without wasting advertising dollars.
“Researching your general customer needs and pain points and mapping their journey will give you a better picture of the kind of people who are trying to achieve a goal with your company. That way, you can sharpen your marketing to that specific audience.” “Smart, loud,” writes Aaron Agios.
Imagine how similar strategies could work when applied to employee recruitment. If a company identifies individuals who are aligned with the company’s goals, searches for qualified candidates may be more effective, which may result in improved employee retention.
The main relationship
Customers who have a negative experience with employees can take their business elsewhere. Decision-making can be a problem-solving problem from being confronted by a rude agent.
“Agencies that manage to make bad events as rare as possible have more satisfied customers than their customers,” Tony D’Medio and Jonah Wagner wrote in an article on government agencies at McKinsey & Company. People remember bad events more than good ones, so limiting them whenever possible is a smart business strategy.
Examining customer journeys and digging out pain points can help companies streamline their workflows so they can better serve customers. Sometimes that analysis also helps leaders identify employees who need to brush up on interpersonal skills.
Similar problems can affect employee experience. An indomitable boss, a patronizing colleague or an absent CEO can make employees feel less busy. This dissatisfaction can lead to bleeding in their relationship with customers. Examining employee workflows can uncover employee-to-employee conflict that can lead to significant changes in employees, more employed staff, and happier customers.
A company that offers what a customer wants at the right time can be successful. Unfortunately, this can be rare.
For example, in a PwC survey, 32 percent of U.S. consumers said a business needs to have the most up-to-date technology for a successful customer experience. However, only 10 percent of companies prioritize a better digital customer experience in 2017, down from 25 percent in 2016.
This connection between what the customers want and what the companies provide also disconnects the employees. But that problem can be suppressed, especially if employees are not able to clearly define what they want.
An employee might say, for example, that a soft couch is needed in the break room. But what that employee may need is a good work / life balance, so there is no need to sleep on the sofa.
Managers can dig a little deeper into the request. Justin Rosenstein, co-founder of the work management platform Asana, encourages managers to evaluate employee requests as they will respond to customer feature requests. What are these people really trying to achieve?
Measurements can help answer that question. You may discover that a customer problem (a poor digital experience) leads an employee to anxiety (many customer complaints). A suggestion (a new website) can solve both of them.
Companies use churning analysis to retain customers. The same mentality can help executives understand how often their employees leave for other opportunities. And it can lead to stronger solutions.
“Through this data-driven approach, HR analyzes can shed light on the root causes of attrition and new policies can be put in place with training programs to mitigate the problem,” wrote the team of enterprise analytics and mobility software provider Microstrategy.
Charn reports can also help you identify when and when employees and customers are leaving the company in waves, simultaneously. If the churning is connected to the release of new features, for example, you can help smooth out the problem for both parties.