ENTERPRISE IT
“ More than one in three ( 36 %) of business leaders state that a core benefit of the future workplace will be a stronger alignment between employee and customer experience ”
DAVE PAGE CEO , ACTUAL EXPERIENCE
Benedict Ireland ’ s agency , UNLIMITED , works with major brands every day . In his mind , TX can only improve the businesses he works with , and would encourage internal roles to be created : “ If I ' m looking from the CEO ' s perspective , it ’ s really to improve the relationship with the customer , which in turn improves the business .”
Since the pandemic struck in 2020 , companies have become increasingly vocal about expressing their broader purpose , and with that has brought the shift in focus toward the Employee Experience ( EX ), and to a certain extent , the wider ‘ Total Experience ’ ( TX ).
Dave Page is the CEO and Co Founder of Actual Experience , who run people analytics for HR . He says : “ Business leaders have been more accessible than ever and communicating purpose has been key to interactions with employees and customers alike . From an employee perspective , this has helped give meaning to work when people feel isolated and cut off from normal work structures . For customers , it is the understanding of the ‘ why ’ of a business and to help nurture brand loyalty , which
became crucial during lockdown especially . “ The term ‘ micro-moments ’ refers to small customer experiences that play a disproportionately large role in shaping their perceptions of a brand . It ’ s about paying attention to small interactions - such as how easy it was to access customer service - and how they make someone feel , rather than simply focusing on bigger milestone moments - such as an all-singing , all-dancing sales landing page .”
Over the horizon Ireland sees privacy and the ownership of data or identity as a key trend , saying : “ As we move further away from people just being quite happy to sign up for everything ,
108 February 2022