Monday, 5 march 2018 | Redacción CEU
Can a brand that does not care about the experience of its employees offer a good Customer Experience? Are dissatisfied employees good ambassadors for firms? There are questions that do not need answers. The strategies designed by Human Resources departments are also reflected in the image that brands project. A good harmony between the departments of HR and Marketing favors the success of any campaign. As a proof of this, we have examples like the one of the Room Mate Hotels Company, a case study showed at the past event organized by CEU IAM Business School. How can the Customer Experience be transformed through the Employee Experience?
As if it were a mathematical formula, a happy employee is followed by many satisfied customers. It will be very difficult for a customer to interact, digitally or physically, with a disgruntled or unmotivated employee to have a full and memorable experience. The motivation and involvement of employees are essential factors in the Customer Experience. In Room Mate Hotels they are aware of this relationship. This was demonstrated by its Director of Human Resources, Flor Reiter, at the event Room Mate Hotels: A success case in Customer Experience organized by CEU IAM Business School, when she cited one of the brand's premises: <<There is no Customer Experience if there is no Employee Experience previously>>.
Employees, good experiences' agents
There are many metrics designed to measure customer satisfaction, but how are experiences measured? The answer is not simple. Employees often serve as a thermometer to measure the degrees Celsius of the experience that customers have with the brand. They are the ones who interact directly with clients and they often are also the only witnesses of how they perceive and receive the final product. On the other hand, employees know better than anyone the obstacles that they face when offering a good service and making clients captivated and falling in love with brands. In order to overcome these barriers, favor the good performance of their work and promote a good relationship with clients, companies have to be able to listen to their employees.
There are many channels and methods that allow companies to give voice to their employees: suggestion boxes, groups in social networks, pulse surveys,... In Room Mate Hotels, they have gone further. As part of the process of the incorporation to headquarters, their employees undergo a program called In your Mate Shoes where they have to put themselves in the shoes of the colleagues from hotels working on different areas like reception, maintenance, cleaning or breakfast for a day and a half. The employees of their hotels also have the opportunity to become customers once a month and spend a night in the hotels to get to know what is the experience of the clients in first person. Thanks to this innovative methodology, the company obtains a more real perspective of the experience that both its clients and its employees have.