Forrester: The Worker Shapes The Customers’ Experience

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Executive Summary Many companies look at an outstanding customer experience (CX) as a way of differentiating in crowded markets. They attempt to outdo their competitors with flashy mobile apps, websites, and digital services. However, no customer experience improvement will work unless the business has a group of talented and engaged workers to deliver the experience. In January 2017, Appirio commissioned Forrester Consulting to evaluate the maturity of worker experience (WX) across industries. As part of this research, Forrester hypothesized that organizations that improve their worker experience increase employee engagement and productivity. Consequently, these engaged workers improve their organizations' abilities to serve customers by more effectively solving their problems. As a result, organizations are able to reduce customer churn and grow their businesses by selling additional products and services to satisfied and enthusiastic customers. KEY FINDINGS › Improving the worker experience improves customer experience. There is a ubiquitous consensus among business leaders that worker experience affects customer experience. They also agree that providing workers with a good worker experience engages them to provide a better customer experience, ultimately affecting their organization's bottom line. › Companies struggle to quantify the value of worker experience. While there is agreement that worker experience affects customer experience, improving worker experience is in its infancy for most organizations. They have no real understanding of where to put their efforts for enhancement and how to measure their initiatives. › Delivering a superior worker experience is difficult for most. Almost 90% of organizations face challenges with worker experience for one main reason: Worker experience is not rising in executive- level conversations. This means responsibility for improving worker experience is compartmentalized to line-of-business managers, not HR or executives. Because executive management, HR, and IT are not responsible for WX, planning and investment for these programs fall short. As a result, only 26% of companies in this study have formal WX programs. › Successful worker experience leads to successful customer experience. In fact, 79% of business leaders that say they have effectively enabled workers have successful CX strategies. In other words, the better a company's worker experience, the better its customer experience. 1 | The Worker Shapes The Customers' Experience The majority of business leaders believe not improving the worker experience would negatively affect their ability to attract and retain the best talent, ensure worker productivity, and, ultimately, deliver good customer experiences. Those with a successful worker experience are more likely to have a successful customer experience.

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