What matters in business – and in life – is being radically re-considered and re-experienced, even as you read this. What is clear is that all of us are essential in many ways.
For those deemed essential workers at essential services companies right now, you’re the fabric that binds society together.
For all of us working from home, our organizations may not be deemed essential, but the paycheck they give us is – and how we choose to spend it will heavily affect our community and economy for the foreseeable future.
For me it's to show the human side behind brands more than ever before. The moment I realize there is a family behind the book store around the corner, the take-away across the street, I try harder to support these businesses. #cxtweetchat https://t.co/S3g0OTXFQU
— Federica De Monte (@federicademonte) April 24, 2020
We’re all essentially intertwined, which begs the question that we took to Twitter on Friday, April 24, 2020: “How can organizations, specifically leaders, capture both the voice of the customer and the voice of the employee?”
Moreover, are these two voices even that different – especially right now?
For the group on Twitter, the answer was decently unanimous: stress and anxiety are weighing on us all, and that affects how we work, how we spend, and how we live.
A1. I think there are more similarities than differences. We’re all experiencing more anxiety, so that shows up everywhere, customers and employees.#CXTweetchat
— Jeannie Walters CCXP (@jeanniecw) April 24, 2020
In all versions of our self – our employee self and our customer self included – what we need is the same as what we need anytime we are feeling collective and anticipatory grief of this magnitude: to be heard, not placated.
In times like this, listening is even more important than usual. Both customers and employees need to feel that they are being heard – this is critical and cannot be replaced. #CXTweetChat https://t.co/Le8KsiFIyQ
— Paroma Sen (@chainsaw_paroma) April 24, 2020
On the performance side, feedback is more important than ever.
Clear communication, transparency, and re-assurance were all brought up – and often – during the Tweetchat.
So much of it hinges on this idea: with so much changing so frequently, how can leaders give feedback effectively and often to reassure, to be transparent, and to encourage clear lines of communication?
Yes. And being nimble with what feedback tells them is critical now. What worked yesterday might not work today. #CX #CXTweetchat https://t.co/4ydVxcTFw0
— Jeannie Walters CCXP (@jeanniecw) April 24, 2020
@SAP_CX A1: Employees need reassurance on jobs and stability; Customers need reassurance on continuity of life. The commonality is #reassurance. #CX #CXTweetChat https://t.co/19VwrcdFYx
— Paroma Sen (@chainsaw_paroma) April 24, 2020
A2: In this time of uncertainty, #employees need three things from their #leaders: Be honest. Be clear. Be human. It’s not any different than other times, but they have a heightened awareness of how they’re being treated. #EX #CXTweetChat
— Bruce Temkin (@btemkin) April 24, 2020
Without clear communication and servant leadership, what leaders risk at their organizations is a massive bottleneck of ideas and productivity.
How you treat your employees is how they treat the customer, and it all begins at the top – with honesty.
A2: I'd say some kind of anchor that gives them a semblance of stability. This should come from the company leadership. It's ok not to have all the answers. It's not ok to behave as if business is usual. #cx #cxtweetchat #ex https://t.co/yUOP238T72
— Vijaya Vardhan (@aandescondor) April 24, 2020
It's ok not to have all the answers. Truth is…nobody does. Great point. #CXTweetchat https://t.co/vDifW5t56U
— Jeannie Walters CCXP (@jeanniecw) April 24, 2020
How does this translate into action, though? Well, focus on reassurance beginning with your employees, and then use reassurance throughout your customer funnel.
A3: In this time of uncertainty, #customers need three things from companies: Be honest. Be clear. Be human. Yes, that’s the same answer I gave for #employees. People are people. #CX #CXTweetChat
— Bruce Temkin (@btemkin) April 24, 2020
A3. Reassurance has always been an important factor for customers, now even more so. Add reassurance wherever possible along the journey. #CXTweetchat #CX #customerjourney
— Jeannie Walters CCXP (@jeanniecw) April 24, 2020
The employee experience and customer loyalty are inextricably linked
And, as jobs are being lost, and this pandemic continues – customers are paying more attention than ever to how businesses treat their employees. Ultimately, customers will decide if behavior during a pandemic was cruel, and adjust their spend.
I agree. Think about the massive backlash this week to how Ruth Cris and Shake Shake got for taking money to help their employees vs smaller businesses helping their employees. Society is paying attention. #cxtweetchat
— Ratul Shah (@Ratul) April 24, 2020
Say it louder for the folks in the back! #EmployeeEngagement matters. #cxtweetchat https://t.co/14KJFwDhnd
— Emily Morrow (@emkmorrow) April 24, 2020
So, as a leader, what can you do right now to open that bottle neck, to provide a great employee experience that they can share down and through to customers?
Here are a few ideas:
A5: One of my recommendations during this time is to “protect your values.” You will be forced to make very difficult decisions. Make sure that you don’t allow them to undermine your organization’s core values and its brand promises. #CXTweetChat
— Bruce Temkin (@btemkin) April 24, 2020
A5. Urgent matters will demand some attention. That’s ok. Prioritize what we can. Sometimes that’s about goals for the DAY, not the month. #CXTweetchat https://t.co/x5FJpzJm95
— Jeannie Walters CCXP (@jeanniecw) April 24, 2020
A6 (pt 2): I think ESPECIALLY during times of uncertainty, people seek out businesses 'doing good.' It makes them feel like they're making an impact when they may otherwise feel powerless. #cxtweetchat
— Emily Morrow (@emkmorrow) April 24, 2020
Our own @MarketingIssues discussed the power of trust and loyalty that these brands are building in a post earlier this year. Now we watch and see if trust really is the new currency. #CxTweetChat https://t.co/VZJWJEjvxn
— Future of CEE (@FutureOfCEC) April 24, 2020
A7: Feeling a bit modest about advising #CX execs in this tweet, but here goes:
1) Listen to frontline #custserv agents about glitches in the customer experience. They know all.
2) Model forthright communication. No #Bizjargon BS. Don't let fear prevent candor.#CXTweetchat— LeslieO (@LeslieO) April 24, 2020
Ultimately, how you treat both employees and customers right now – during this challenging time – will ultimately be what folks remember.
It will drive loyalty, or it will drive churn.
And since we don’t know what the future brings economically, the best thing leaders can do right now is focus on how to empower employees with stability, feedback, and transparency so that they can bring clear communication and empathy to customers on behalf of your brand.
It starts at the top.
