Experience takes it all !

There have been and will continue to be debates, about who and what is more important, to business. We live in a digital age, as well as a knowledge economy and a buyer's or employee market, where options abound and people and businesses are spoiled for choice, while those options are still available.

But, while all of the above is true, I strongly believe that, we live in a time when "Experience" guides and dominates.

Customers have become more discerning in their selections, and when technology is contending for first place, they are willing to make a small compromise if required, and choose a brand and organisation that delivers the ideal experience. Novelty, simplicity, and elegance are some of the distinguishing features of that experience. Whether it's for things, destinations, vacations, or services.

The most recent Apple store opening in India, is a prime example of this. An imposing structure in the heart of Mumbai, with Indian music on the inside and artifacts and items sourced from various parts of the country and internationally, vast open spaces lined with modern, high end technology, and at the same time, retaining global standards, entices the customer to experience it all, at least once, thus making the experience worth spending the money on. Perhaps every time, while buying would be just by the way, enjoying the experience, and making a statement could be the bigger goal. In addition to the ambience, décor, illumination, and temperature balance in the physical store, the way they are dealt with at the store, the engagement, the product knowledge of the people attending to them and thus the ability to suggest a product that best suits their need, and many others that align with the theories of understanding consumer behaviour and buying patterns, will determine the customer experience in the days to come.

In other circumstances, the direct or indirect relationship with customers, will impact their involvement with the business and, as a result, the business's success. It's not so much about the outcome as it is about the experience! Gone are the days when one product or service was superior to another and competition knocked down walls.

The modern customer, just as the modern employee, has a unique character..

If I had to draw a character, it would be someone between the age group of 20 and 35, well educated, well informed, ambitious, confident, with a high disposable income, with a partner who is mostly just as modern, perhaps has traveled a lot more than you and I did at that age, some with an environmentally conscious outlook, matured and more concerned with getting jobs done on time, and then having a life outside of work.

When this customer type becomes an employee, and especially when they are in a market where there are layoffs on the one hand, but just the same, some categories of candidates with skills, most sought after, can demand higher salaries, as they go job shopping and have no qualms about leaving a certain offer at the last minute if they find something better. I know HR teams and CEOs are at a loss as to how to address this trend, how to retain employees, and how to make their lives a lot easier so that they stay on for the long haul.

While employee retention has always been an issue for HR professionals and CEOs, the changing times and dynamics of change have made this challenge considerably more complex than ever before. Quiet quitting, is the order of the day, and trust me, dance and yoga sessions will not bridge that gap. The Employee experience takes centre stage here. Somewhere I would like to lean back on the Gallups Q12 questions, which now I feel actually captured the real essence of employee experience in many a ways, and thus their model on Employee engagement. ?

What is the experience that businesses provide to employees that should entice them to remain with the organisation, be productive, and contribute? Why do the dynamics shift when it comes to employees versus customers? Is there still a sense of subtle feudal ownership ? Do we still assume that the compensation they are paid, should make them accept bad behaviours, toxic cultures, and discount the experience because of the bills they have to pay? It may appear to be a double-edged, sharp blade, but I want to leave leaders with that question and thinking.

It would be interesting to know how many CEOs spend their nights worrying about what they are delivering to their employees, that should entice them to contribute to a business that they do not own, and do so with complete excitement, ownership, and integrity. Is employee experience as important as any other business imperative or strategic criteria, or does it fall under the purview of HR? Employee experience is founded on organisational culture, organisational values, authenticity, transparency, and empowerment, just to name a few basics.

Everything that an employee goes through from the time s/he is a candidate being recruited throughout his / her connection with the organisation, constitutes the experience s/he has with the organisation.

Today, while many professionals consider building the next unicorn, however, not everyone is willing to take such a risk of leaving a full time employment and risking it. Do you have a structure in place to identify such outliers and offer them intrepreneurial opportunities, to help them thrive, to let them make mistakes, to teach them the right way of building the venture, to move out of their way, and to let them lead the venture or business vertical ? What better method to identify and nurture corporate leaders than from within the organisation, and on the job ??

How are decisions made in the organisation? Do your leaders and managers have a sense of empowerment? Is there meritocracy in place? Do your employees believe they are valued and cared for? Are performance metrics objective and fair? Is there a set road to success? How does one spot toxicity in an organisation? Are there obvious distinctions between work and personal life? Apart from the financial benefits and bonuses, these are some of the most important aspects that an employee considers when asked about experience with the organisation, and that makes them think deeper !

A collaboration with HR and an understanding that many challenging aspects of the people side of the business and choices are not solely the responsibility of HR teams alone to resolve is due. It is time for organisations to share ownership and take on equal accountability. This applies to both start up and steady state organisations as well.

Like Sir Richard Branson, says, “The way you treat your employees is the way you will treat your customer “.

Let us make the experience count !

What do you think ?