(33) The Employee Experience Matters
Starbucks recognizes competitors can replicate products, but they can’t replicate people. That’s precisely why the company focuses so much attention on the employee experience, because it is employees who create meaningful connections with customers. Many marketers view employee relations as a job solely for human resources—they see employees as tools. But employees—happy, rewarded employees—can work wonders for the company’s marketing efforts. There is no better spokesperson for a company, product, and brand than someone who is happy with his job and respected by his employer and peers. A happy employee will in turn, make customers happy.
Posted in Discuss the Tribal Truths
Hi - can you tell me what it means to create an employee experience? How do the best companies ensure that the employee experience is aligned to the customer experience?
Posted by Judy on October 5th, 2006 at 11:27 pmWhoa … that’s a loaded question Judy. Simplistically speaking, creating meaningful employee experiences revolves around making the company something employees can believe in (Tribal Truth #32). It’s also about a company realizing that its products do not make great brands but rather, its people make brands great (Tribal Truth #37).
The best companies, namely those listed as one of Fortune Magazine’s “100 Best Companies to Work for in America,” spend just as much time marketing to its employees as it does to its customers. In other words, these companies realize that happy, knowledgeable employees will usually translate into happy, knowledgeable customers.
For example … The Container Store is a Dallas-based privately held company specializing in selling boxes, bins, and everything in-between to help consumers organize all their stuff. They have been highly successful with sales in 2005 topping $425 million with just 37 locations in 12 states.
New Container Store employees are given more than 240 hours of training in their first year compared with the industry standard of 7 hours of training per new employee. Employees are paid two-to-three times more than the industry average. And employees are given a generous 40% discount for anything purchased at the Container Store. The company is renowned by retailers and customers as delivering great customer experiences which helps to explain why the company is so successful.
With its focus on making the employee experience matter (Tribal Truth #33), The Container Store astonishes its employees who in turn, astonish its customers with great customer service.
Given the Container Store example, one sure-fire way to ensure the employee experience is aligned with the customer experience is to treat employees like you would want employees to treat customers. Sounds simple. But if it was so simple, more companies would be doing it … right?
Posted by johnmoore on October 6th, 2006 at 1:24 am