O
On Topic | Catalyst
“In a service-based economy,
having sullen workers who stolidly
go through the motions is no
longer an option”
Accenture focuses on measuring employee
engagement in relation to EX, as this has a direct
impact on productivity and profitability. In other
words, employee engagement represents the end
goal and improving EX the means to that end.
Organisations can also track the impact of their
EX approach by studying employee turnover or
whether they receive improved job offers, adds
Richard Morgan, strategic benefits consultant
for Aon – although ultimately, he says, “it’s about
external customer satisfaction and profitability”.
EX-odus: Where it all began
launched surveys for new joiners and leavers
which give insight into the employee life cycle. We
will look to segment the employee base.”
While this segmenting of current employees
(as if they were customers) is a relatively new
departure for organisations, Lindsay Willott, chief
executive of Customer Thermometer, deepens the
definition further still.
“In my view, EX encompasses everything an
employee experiences,” she says. “This can even
include the pre-employment phase where the
company’s reputation encourages or discourages
people to apply for a job. At that point, their early
experience of being integrated into the company
and feeling valued is critical.”
Under this definition, EX encompasses many
things that have become recent HR buzzwords:
diversity and inclusion; soft skills; performance
management and brand purpose. It describes an
entire mindset shift for employers. That’s not to
say that the emerging shift cannot be quantified.
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EX originated with US start-up companies
such as Airbnb and consulting businesses
including Accenture and Deloitte, according
to Audencia Business School’s Professor
Christine Naschberger.
“The early adopters were probably companies
that got rid of the annual performance review,”
she says. “They implemented an instant-feedback
culture, where feedback is given when needed.
In the organisational world, I would say that EX
has existed for the past five years and employee
engagement the past 15 years.”
Another factor driving organisations to embrace
an EX approach is the ongoing skills shortages,
says Alan Price, group operations director and HR
expert at consultancy firm Peninsula.
“Skilled employees have more choice than
ever before when it comes to choosing where to
work,” he says. “And organisations are looking at
new ways to ensure they can get to the top of the
list. Pay will naturally be a determining factor for
many organisations. However, a growing number
are beginning to place more emphasis on finding
a rewarding and employee-focused environment.”
Some companies include EX as part of their
talent-management strategy to attract, develop
and retain employees. The pioneers of the
employee experience approach are companies