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INTEGRATING CUSTOMER AND EMPLOYEE EXPERIENCE MAKES PROFITS MULTIPLY
Vitor Simão , Regional Director at Medallia Brazil , a pioneer platform and market leader in customer experience management , analyzes the results that an integrated customer and employee experience program can provide to companies .
Companies that are truly customer-centric move forward without ceasing . They are organizations that listen to the customer ’ s voice and reinvent processes to holistically anticipate and resolve the demands of their target audience . This group includes giants such as Sephora , Lego and Airbnb , among other companies that differ in their verticals .
The sum of massive digitalization with the need to listen to the customer individually is accelerating this natural selection . It is now a matter of having real empathy for the person , calling the customer by name , even if he is just one consumer in a sea of millions of buyers of an e-commerce portal .
Within this context , it is increasingly strategic to analyze the results that an integrated customer and employee experience program can provide to companies .
The full picture , however , is only seen when customer feedback data is combined with employee feedback data .
The reason for this is simple : Offering an excellent customer experience necessarily involves having passionate employees who feel respected and heard .
A study by Forbes Insight with the support of SalesForce in June 2020 corroborates these findings . From interviews with C-level executives from 300 North American companies , it was found that organizations that continuously invest in improving customer and employee experience earn twice as much as the competition .
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