The customer experience is emotional memory
There is a lot of talk about Customer experience: what definition would you give?
Symmetries of attention: what importance to give to the employee’s experience and why?
The symmetry of
Attention is a concept that defines the quality of the relationship between a
company and its customers and symmetrical in the relationship between the company and
happy teams, happy customers, abused teams, abused customers,
with mixed teams, mixed customers!
now supported by numerous studies in many countries no longer
contested. Prove that if we want to deliver a quality customer experience,
see it differentiate itself from its competitors, you must first transform
the experience of its employees. An important strategic axis for two reasons,
two sources of attractiveness:
First source of attractiveness: a bad employer brand image will prevent you from recruiting the best profiles and generate turnover ;
Second source of attraction: the image of the employer brand has also become a decisive choice criterion for more and more customers;
Why is implementation important and how to be successful?
It is not enough to describe the experience you want your customers to have so that they can live it; it is also necessary that every employee feels integrated and therefore involved and invested, that he transforms his practices and behaviors to reach the set goal, and essentially becomes the best ambassador of this customer experience. The evolution of behavioral practices and skills requires:
Motivating every employee and every manager to change; they will not do it out of obedience but out of adherence, showing him that he has a personal and immediate interest in this transformation;
Training in new ways of doing and being, giving the collaborator the vision and the means to sustain this transformation;
Support the daily practice of new skills; It is the managerial brick in the form of company and manager support, essential during this transition period;
Measuring the progress achieved thanks to this individual and collective investment
the deployment of this type of transformation cannot be done by decree alone
or simple communication. It is necessary for every team manager
he appropriates it and defines its implementation with his team, thanks to a
Upstream diagnosis of the gap between old and new practices.
- L & # 39; observation
and debriefing are the two essential keys to a transformation
successful customer experience. Initially the collaborators
they evaluate themselves, then they do it among peers. To then take advantage of it
the comments and debriefing of the manager, which can lead to the recognition of a
practical, even of excellence.
What does the hotel world bring?
- In the hotel industry, the notion of service is at the heart of the DNA of the profession.
Your first experience as a manager is learning how to train yours
employees in a real work situation. A well run hotel is a
factory where the management works alongside them every day
team to give them benevolent and demanding feedback: that
Do you think you have been successful in this relationship? What could you have done differently
to enchant your customer even more?
I often feel in this profession that the first thing to do is to manage yourself well
is learning to say, “Well done and thank you!” so as to
to be able to show high standards even if it is always with
What can we bring more or different, compared to the digital world, in particular to great technology?
If “we” means the world of trade or traditional services, I would say that it is this capacity to welcome, to serve the customer by adapting to his emotional state which by its nature is singular. These are also the positive attributes included in what is called the “neighborhood” shopping spirit that knows its customers and never misses an opportunity to show them that it recognizes them by adapting to each of them and showing them consideration.
Furthermore, the big technologies, the global digital giants are remarkable in more ways than one and they inspire all companies with their ability to exploit large amounts of data and implement artificial intelligence for example. What can be added, and always different, is to take into account the personality and situation of the customer. This is called situational intelligence or emotional intelligence. Knowing how to adapt to a client means taking into consideration an individual, a human person with his weaknesses, his emotional state. No machine can do this today. The human relationship takes precedence in delicate situations, difficult situations, precisely the “moments of truth” of a customer experience, those that make the difference and feed customer loyalty and recommendation.
Non-digital companies understand – they need the service / experience, what is their maturity in this sector?
They understand this more and more because competition from companies in the digital world is increasingly fierce for them. Having to fight them, they study their practices.
Customers who are having more and more beautiful experiences become more demanding. This development is measured across all surveys. The counter-offensive is being organized.
More traditional industry companies now have a customer experience manager, who is often part of the COMEX.
A case from a client?
Yes, Leroy Merlin Paris, where there was already competition
well established and where e-commerce continues to grow.
The brand has given itself the means, with the Académie du
Service, to move from a retail culture to a culture
First, by ensuring that employees welcome
and work in the best conditions.
at the same time, the “customer friend” is put in majesty by the welcome
upon arrival and be accompanied on his journey
This is a
nice illustration of the symmetry of attention, and it works!
What impact for a brand / company, measured if possible, both in terms of turnover and in terms of employees?
the customer experience has a direct impact on the following indicators:
customer recommendation, satisfaction and loyalty. A nice experience
employee, for its part, produces a stronger commitment e
employee recommendation. Winning companies of our brand
“Happy team, satisfied customers” receives a rating of
70% employee recommendation where the average is less than 50%. In
In addition, a good employee experience has the effect of reducing turnover
employees, which is absolutely essential for the profitability of a
company. In more than half of the companies we support, this
indicator is progressing. In this regard, Forrester measured in a 2019 study
(Forrester Workforce benchmark survey) that employee retention
after one year it is multiplied by 2 among companies with work experience
it is bad and those in which it is very good. Likewise, productivity is
even twice as important according to the same study.