Think about the last time you watched Netflix, browsed Amazon, or
ordered a ride from your Uber or Lyft apps. Were you able to do what
you wanted and get what you needed quickly and without frustration?
Would you go so far as to say the experience was a joy?
If you answered “yes” to either question, you can thank these brands
for investing in the customer experience. They haven’t just improved
the customer experience; they’ve redefined it.
You may be asking why this is relevant to you, an HR professional.
It’s because these brands are also redefining expectations in your
world. The better the experiences your employees have with these
consumer brands, the greater expectations they’ll have—even in the workplace.
Smart companies should take cues from Amazon and Netflix and other
innovators and work to become laser-focused on the employee
experience. The benefits of doing so are undeniable: Jacob Morgan,
author of “The
Employee Experience Advantage,” found in his research that
companies that invest in improving employee experience report having
twice the average revenue and four times the average profit of other organizations.
How do you get there? HR leaders can design and deliver experiences
that make employees’ lives easier and work more enjoyable by bringing
in colleagues from IT and other functional areas to support your
efforts and help make your vision for employee experience a reality.
Here are a few recommendations to help guide the process:
Adopt an employee-centric service mindset. Since its
inception in 1997, Amazon has been relentlessly customer obsessed,
so how can HR become employee obsessed? Amazon uses personalization
tactics to make the shopping experience seamless for all visitors.
But in the world of work, the number of employee-facing systems has
increased and employees are feeling the stress.
Amazon, you can use an employee
experience platform to deliver an intelligent, self-serving
experience that supports employees in their day-to-day work needs.
An experience platform will help organizations deliver an integrated
employee experience by giving employees a single place to manage
their work needs, experiences, and transitions while shielding them
from back-end systems and complexity.
Better understand what employees really want. Most employees
share common experiences like on-boarding, career development,
planning for a leave, or even resigning. Assess these critical
moments in the employee journey, identify potential points of
failure, and determine how you can better meet their needs and
Imagine being able to streamline employee
onboarding by automating processes that require involvement from HR,
IT, and other departments. Get these new hires up to speed quickly
by creating a central location for all critical onboarding
materials, such as training videos, learning courses, and
Implement UX principles to ensure ongoing success. Employee
behaviors and expectations are constantly changing, so it’s crucial
to keep a constant pulse on the community and refine practices based
on this input. Netflix, for instance, relies on customer
feedback and behavioral data to continually improve its
interface and content recommendations. Employ a combination of
ongoing surveys, discussion forums, and omni-channel feedback tools
to paint a detailed picture of how the employee experience is
perceived—and how it can be improved.
Historically, HR has been the primary advocate for an organization’s
employees. But smart business leaders know that employee experience
has a direct impact on business success. Now is the time to align HR
and IT and implement a transformative mindset that supports
employee-centric systems and experiences.
To learn more about how other organizations are differentiating with
the employee experience, download our ebook, HR
and IT Better Together.