Customer Experience
Is ESG The New CX ?
By Carolyne Gathuru
One may want to enquire the rationale behind the appearance of the three emergent global workplace cannons : ESG - Environment , Social and Governance ; DEI - Diversity Equity and Inclusion ; as well as R & R - Post Pandemic Risk and Resilience as squarely fixed in the recently concluded survey ran by The Institute of Customer Experience and Custometrix titled “ The State of Employee Experience for Customer Experience Success in Kenya ”.
Although scoped to target national citizens , and to determine the baseline factors of EX to CX success for organizational sustainability , the need for a distinct thrust towards sussing out employee sentiment on the futuristic outlook of EX and CX took precedence . It is apparent that customers world over are not only gaining more awareness and paying more attention to the sustainability agenda , but also clearly expressing the need for association with the common good , where all these three inseparable parameters lie .
The common good cannot also be spoken about in isolation from The United Nations Sustainable Development Goals ( SDGs ) transformation agenda , which when examined closely places service delivery at the core of service to humanity and the planet at large . All efforts towards the improvement of holistic quality , points at the main central stakeholder - the customer . DEI , ESG and R & R speak into these efforts , and the unifying thread of delivery excellence , mirrors CX and EX transformation as the key ingredient for successful deployment of the goals .
Numerous findings from the EX to CX survey , whose baseline was anchored on employee experience aspects , point towards the need for organizations in all spaces - government , non-government , private for and not for profit - to embed these three principles into their overall strategies . The findings also allude to the need for a breakdown of these into every day practice . This is in line with the consistently increasing corporate consciousness about the need for internal
Men are happier at work than women and it would be important for organizations to conduct specific audits to ascertain where the ball may be dropping . The facets that are often termed as ‘ cliché ’ towards affirmative action and gender bias eradication , need to be instituted for the improvement of the internal customer experience for women .
customer wellness for external customer experience excellence .
A sneak peek into a subsection of just three of the various findings in the survey report , point at both a disparity in knowledge and practice , as well as in translation of aim to action or dreams to doing . There is need for the colorful and well-meaning promises and assertions in organizational strategies and service blue prints to be actualized for the good of the internal and external customer . A measure of the employee net promoter score that seeks to measure the emotional temperature at work that aligns to the employee feeling and subsequent organization loyalty , produced interesting results across the different employee lenses .
Gender - Disparate Workplace View
The comparator of the results of the male to female eNPS from the survey , yielded a significant chasm with female employees at the workplace recording an eNPS of + 15 and male employees an eNPS of + 31 . This is roundabout the halfway mark which forms a significant difference . Working women have over the years been calling for institutions to put in place structures to improve their lot , and to support the battle to overcome the barriers that hold back their wellness at work . This survey lays bare that this status remains yet unachieved . Men are happier at work than women and it would be important for organizations to conduct specific audits to ascertain where the ball may be dropping . The facets that are often termed as ‘ cliché ’ towards affirmative action and gender bias eradication , need to be instituted for the improvement of the internal customer experience for women .
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