Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies by Denise Leeyohn

Author:Denise Leeyohn
Language: eng
Format: epub
Tags: Business & Economics, General
Publisher: Quercus
Published: 2018-03-13T04:00:00+00:00

DESIGN YOUR EX IN FOUR STEPS

You can apply the same methods and tools that produce successful CX to the design of your EX. There are four main steps to follow:

1. Segment employees into discrete groups.

2. Identify the employee interactions that you should explicitly design.

3. Adopt a design model.

4. Design experiences so they support your desired culture.

Step 1: Segment Your Employees

Marketing and operations teams start CX design by segmenting customers into discrete groups because different people have different wants and needs. To design great experiences for their customers, companies must first identify these differences. Fast food chains, for example, usually differentiate between customers who are primarily motivated by low prices vs. customers who seek out new products or those who just want a convenient meal. Different customers also represent different value to companies. A large organization that needs a sophisticated telecommunications system is probably more valuable to a telecom provider than is a small firm that needs little more than a basic phone system. Segmentation enables companies to understand and prioritize their customers.

Like customers, different employees have different needs and desires and contribute different value to the organization. These differences don’t always manifest themselves by role, level, or department, so sometimes you need to use a segmentation approach that enables you to see beyond groups in your organizational chart. Your objective should be to identify meaningful distinctions within your employee base and define clearly discrete segments of employees.

There are several ways to identify and profile the most relevant employee segments in your organization. Here are four particularly helpful ones:

By the role that work plays in employees’ lives. A Harvard Business Review article suggests grouping your employees in the following six role-based segments:

1. Expressive legacy—work for these employees is about creating something of value that lasts.

2. Secure progress—work is about improving one’s station in life and progressing along a predictable path.

3. Individual expertise and team success—work is about being a valuable part of a successful team.

4. Risk and reward—work is one of many ways to live a life full of change and excitement.

5. Flexible support—work is a source of livelihood but not a priority.

6. Low obligation or easy income—work is a source of immediate financial gain.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.