A growing number of companies are using customer journey maps as part of their overall Customer Experience strategy. By mapping the customer journey, organizations can better understand how customers interact with their brand and each touchpoint they’ll encounter, both online and offline. It also helps in identifying any gaps in the Customer Experience, and will help dictate where businesses need to invest more time and resources. So if journey mapping is working well for improving the Customer Experience, why not duplicate that success on the employee side?
Get to know your employees better with personas and journey maps
Just as all customers are unique, employees are all different, and their needs can vary based on their role, department, and work style. Particularly in larger companies, it can be difficult to know each and every process a group uses and how different teams interact with one another. An employee journey map can help expose the areas in which different groups of employees are having success, where they may be wasting time and resources, and where they’re experiencing unnecessary gaps or process bottlenecks.
According to Forrester Research, an employee journey map can be a powerful tool when trying to get buy-in from stakeholders about investing in improvements to the Worker Experience, and can provide a clearer vision for aligning technology and processes. Once both customer and worker journeys have been mapped, organizations are better equipped to decide which processes require optimization, change enablement, organizational evolutions, and where new tools and technologies can be implemented.
Discover what motivates your workers and what’s standing in their way
Companies that are experiencing high attrition rates, disengaged employees, low productivity, or poor customer service can likely attribute some of that to a mismatch between the demands and expectations put on employees and the resources they are provided with. It’s not that companies don’t care about their employees (at least, we hope not); it’s that many organizations lack the insight into the daily experiences of their workers — a problem that an employee journey map can help solve.
Personas can also be helpful tools when mapping the employee journey. Like buyer personas on the customer side, employee personas involve researching the attributes and personalities of real people in the organization and identifying their key behaviors, motivations, and goals. When personas are incorporated into the journey map process, it’s easier to spot opportunities and gaps in personnel, and barriers within the processes and technologies employees use that may be keeping them from doing their jobs effectively.
Forrester recommends not only using personas and journey maps to identify gaps in processes and technology, but also to spot non-technical barriers as well — like culture and behavior. The Worker Experience is about more than the best technology (although that is a very important part). Employee journey maps can shine a light on employee personalities and behavior patterns, while helping companies better understand the nuances of their culture, and gauge things like manager effectiveness — all of which can be huge factors in employee engagement and satisfaction.
We’re going on tour!
Want to learn even more about improving engagement and boosting productivity? The Appirio Worker Experience Tour is coming to a city near you. You can also keep the Worker Experience conversation going on social media with the hashtag #WXT16.