It is important for organizations to understand what experiences are crucial for their success, how the different experiences are correlated — and especially how employee experiences and customer experiences affect each other.
Because it is the people in the business who create the customer’s brand experience.
- Jonas Bladt Hansen,
Partner, ConnectMinds
Jonas Bladt Hansen is an award-winning consultant and top internal comms leader from Denmark. He is also a partner in a global peer-learning organization, ConnectMinds, where he facilitates peer learning groups focusing on employee experience and internal communication in Germany and Denmark.
He has been in the internal comms space for close to 20 years now and has worked for some of Denmark's largest companies. He has led internal comm teams in Arla Foods and Danske Bank and now works as a consultant and keynote speaker with clients such as Grundfos, Telenor, Scandic Hotels, HI3G, ISS, Novartis, Maersk and many others.
We are very excited to have Jonas in our upcoming Webinar “Employee Engagement or BUSINESS IMPACT?” alongside two other highly regarded internal comms leaders, Mike Klein, Founder of #WeLeadComms, and Priya Bates, President and Owner at Inner Strength Communication.
Jonas has a relentless focus on linking internal comms activities to business outcomes and is a strong advocate for internal comms departments getting closer to the business instead of chasing vanity metrics in the annual engagement survey.
In one of his most acclaimed article that received significant readership online and was quoted in Denmark’s largest newspaper, Return on Experience before Return on Investment, he talks extensively about ROX (Return on Experience) as a better driver of business results because it takes into account the experiences that lead to it. Meanwhile, Net Promoter Scores (NPS), and employee satisfaction surveys are a failed measure as they are simply based on numbers.
We don’t sell products anymore, but experiences.
Volvo does not sell cars, but safety, Patagonia does not sell outdoor clothing, but sustainability and IKEA is not selling cheap furniture, but “a better everyday life for the many people”.
These stories must ultimately manifest themselves in real experiences when we, customers and employees, interact with the brand.
Therefore, it is important for organizations to understand what experiences are crucial for their success, how the different experiences are correlated — and especially how employee experiences and customer experiences affect each other.
Because it’s the people in the business who create the customer’s brand experience.
ROX should be used to identify these contexts and spot the moments when a high value is delivered. And the possibility of finding correlations have improved as digitalization is generating a lot more data insights to work with.
In “The Consumer Insights Survey” from 2019, PwC made a bid for an overall model for ROX. Here, the connection between the five areas is pointed out:
However, that does not give you any clue about the magic moments that have a decisive impact on employee’s or customer’s experience.
Peakon released a report based on 11 million insights focusing on, what really matters to people at different stages in their career.
Booking.com once did a magnificent overview of the hotel experience, showcasing which moments are impacting the guest experience.
Not surprisingly, it showed that employees have the biggest impact on the hotel experience.
Booking.com’s guest experience overview of what experiences have an impact on guest’s. The size of the circles has the biggest impact on the experience.
What is the connection between behaviour, experiences and the company’s performance? This is about finding out how the experience is impacting the bottom line. However, this is not always a simple calculation. You might find out, that the experiences you give result in higher loyalty, employee retention or employee advocacy.